Foursquare, the latest new and free location-based social media tool based on mobile device use that is taking off.
What is it?
Using a mobile device with GPS, it’s a way to explore a city and find people, places and things to do. The users “check-in” to their current locations and can earn rewards in doing so.
It’s got much more of a “game” approach to it than other social media tools where users can “unlock badges and discover new things” for rewards, but the interesting bit is that these things are in the real world so businesses can use it to influence behaviour and actions, turning Foursquare users into paying customers.
Is It Useful for Tourism Businesses and Destination Marketing?
You bet ya it is, well eventually anyway – once more people start to understand it, and provided it’s content continues to grow throughout New Zealand then it could become quite a powerful tool for travellers to decide what do to and where to go while visiting, plus you can incentivise your regular customers.
Here is a link to find out how businesses can use Foursquare to reward their customers with special offers and incentives. You can either “claim your venue” as the business owner if someone has already added your business on Foursquare, or you can add your venue yourself. Once you have claimed it you can monitor the stats, add special offers and award prizes etc.
This article “VisitPA uses Foursquare to it’s Full Potential” on the Project Wander blog is perhaps the first example of a Destination Marketing Organisation getting onboard with Foursquare to market it.
The limiting factor right now in New Zealand is the quality and lack of mobile internet access nationwide so it’s use is mainly in the cities….that may take some time to fix, but if your coverage is good then give it a go for your tourism business or organisation. Would be great to hear about any businesses using it already.
Hi Stuart! Thanks for the mention in your post, that’s really cool.
In the last little while I have written a couple of posts about how hotels can use foursquare to their advantage, you might be able to find some things you like in there as well.
Thanks again
Graham
Hello Stuart
We here in Tuscany have just launched the first branded page in Italy, and of course that makes us also the first DMO to have a branded page. I think we’re facing some similar problems to yours in New Zealand – we have good 3G coverage in most of the territory, but wifi in Italy is not free/open (it’s illegal!!), and roaming charges make it pretty pricey for travelers to check in on foursquare.
If you’d like more info about what Tuscany is up to on foursquare i’d be happy to send you a press release!
Ciao! Alexandra