Walter Elly's blog and website

Archive for July, 2010

Zen and the art of foursquare analytics

by on Jul.07, 2010, under Location-Based Services

foursquare perspectives - powered by awarenessToday has been a foursquare kinda day for me (not foursquare day, that’s different). Today I wore my, cherished, favorite foursquare shirt (that I won at SXSWi by literally playing foursquare on the street with the foursquare team), I got to register a new venue on foursquare as well as log 5 check ins (including checking into a totally new venue for me [nope, it was not the one I setup]), AND I got to spend some time exploring a hot new foursquare analytics tool from a hot social marketing software company. (disclaimer: my good pal CMajor tipped me off to this because she knows I love foursquare and she works for Awareness.)

That said, onward with the awesomeness:

After re-confirming that I am, indeed, the mayor of all 3 MicorArts checkin locations (sans MicroArts SA of course), I started to explore this tool and realized I could use it to find out some awesome stuff that I can trot out to possibly get brands to pay more attention to foursquare and to start maximizing the value of the foursquare opportunity they’ve got in front of them (while helping to grow foursquare at the same time [which, in case you don’t know me, is something I’m passionate about]).

Let’s start with Planet Fitness. Take a look at their foursquare analytics. Over 400 venus have been registered with more than a third of those venues having 50 or more checkins. That kind of active check in distribution is similar to Starbucks! Granted, there are over 16,000 starbucks venues registered and Starbucks is a foursquare sponsor, but still- there is a reason they are a sponsor- because people love checking in at Starbucks. And you know what, Planet Fitness? People love checking in their too- so why don’t you step up and recognize? I know you’re atleast aware of foursquare. But think of how great it could be to formally make foursquare part of the Planet Fitness experience! As the video in that link shows, being mayor of your Planet Fitness is awesome, and desirable. Us foursquare users who are also PF members know this. But Planet Fitness, you could harness this desire and bring it to the rest of the smartphone-toting Planet Fitness members (and potential members!) and create so much demand you’ll have to create new franchise rules to accomodate it! Ok, I can’t guarantee that kind of demand :P – but think of the possibilities!

The other brand I wanted to highlight is, Cumberland Farms. Take a look at their foursquare analytics. The check in distribution is similar to McDonalds’ foursquare analytics – about a quarter of the 314 Cumberland Farms venus have had 11+ check ins. WIth only a slightly higher distribution of checkins in their favor, McDonalds embraced the Foursquare Day movement (and heck, they even became an early adopter of Facebook’s yet-to-be-launched location based service). But where is Cumberland Farms with their location based services…ahem…foursquare strategy? While I have to hand it to them for their pretty fun and effective Facebook page, I’ve got to say: Cumberland Farms, look at the numbers! You have a great Foursquare opportunity in front of you and you need to take advantage of it! Here’s an idea- how about free chill zone for the mayor? (disclaimer: I’m toooootally the mayor of my Cumberland Farms- but that’s only a small reason why I want Cumberland Farms to jump into foursquare :) ). Atleast experiment with it guys–at the very least, I’d like to see some participation in next year’s Foursquare Day. The opportunity is yours to make happen!

So, what about you? What brands would you like to see take advantage of the foursquare opportunity? Let’s talk about it and perhaps we can make a game plan for how we can get them involved!

3 Comments :, , , , , , , , , , , more...

Search

Still not finding what you're looking for? Drop a comment on a post or contact me so I can take care of it!