Five ideas for using the new Foursquare brand pages for your business or organisation

Foursquare logoToday, Foursquare launched the ability for anyone to create their own ‘brand’ page on Foursquare. This means that brands or organisations can now quickly set up a presence on the rapidly growing location based network, and share their tips and advice about what to do and where to go.

Let’s take a quick step back – remember, Foursquare is more than just a game or a tool to announce your location. It’s a social recommendation engine: it lets people find out where their trusted friends and contacts hang out and allows them to share tips and advice about places, from where’s good to eat, to special offers. I wrote a blog post primer on this titled How to win Foursquare friends and influence people.

Why is this new? Until recently, Foursquare had a lengthy and manual process for approving your brand on Foursquare and many organisations nominated an individual to be followed instead who could be their ambassador.

Now, to create a Foursquare brand page, all you need is your brand’s Twitter account, some logos, at least five tips and in about half an hour, you could be up and running and being featured in Foursquare’s page gallery. I had a go this afternoon setting up a page for #smc_mcr in Manchester and came up with some ideas for you to harness the power of Foursquare pages.

Creating a page is a bit like using making a Facebook page. You log in with your own personal Foursquare account and then create the Foursquare brand page. You can then ‘act as’ that Foursquare brand page while setting up the page and leaving tips.

Just one word of warning: if your brand or organisation already has a Twitter account linked to a personal Foursquare account, you won’t be able to create a Foursquare page for it using that Twitter account. If this happens, just un-associate (dissociate!) the brand Twitter account from the existing Foursquare account before you try and create a page.

So, once you’ve got your page set up, what can you use it for? Pages let you do two things: leave tips at locations and ‘check-in’ to a location as a brand. Here’s some ideas for how you can use both:

1. Invite users to your stores or physical location

Foursquare’s all about recommending places, so why not recommend your own? Leave a tip inviting someone to pop in for a cuppa, browse your shop or have a chat. Digital technology often works best when it enables unexpected positive real-world interaction, so make it happen. Even if they don’t take you up on that offer, at least people will remember that there’s a physical location nearby.

It’s even better if you’ve registered any relevant locations and have added “Special Offers”. Also, some cities like Manchester, have a scheme which means that venues can opt-in to allow people to use their toilets for free. This is another idea for a tip and invaluable to know if you need to spend a penny in town!

A note about tips: your tips pop-up on someone’s screen when they check-in nearby, if they’re following you. They also pop-up if they’re not following you, but only if there are no other unread tips from their friends nearby.

Make sure you check-in whenever you visit one of your venues or offices too.

2. Leave tips about things you already like doing

Being on Foursquare is means you’re part of a community of people sharing advice, so get involved. As a brand or organisation, are there fun places that your staff or employees like to hang out? Where do you go for lunch, or a drink after work? Tell Foursquare and tell us why – is it a cheap place to get your daily bread or does it have a great vibe to wind down after a long day in the office?

You could also leave tips relevant to the type of location. For example, is there a really useful information resource that someone should check out?

This is a great way to engage in the general conversation – after all, it’s what most people on Foursquare tend to do. If you have staff parties or outings, then you can check-in to those venues using the Foursquare app. It’s a good way of showing that you represent real people who do ordinary things. And, it’s a great way to spread the love in your local neighbourhood.

3. Holding an event? Let everyone know how to get involved

This is a no-brainer: if you’re having an event that people might be interested in, let them know by dropping a tip at the location. It’s a simple way to promote your event and spread the word to those who might not even know you’re doing something in the area. When the event starts, you can also check-in to the location as a page and tweet that you’re there and it’s going ahead.

This is especially good for community-based events or non-profits, but equally for one-off visits to town by brands like pop-up fashion sales or book-signings. Make sure you add a web link and a Twitter hashtag to your tips and check-ins, so someone can tweet it straightaway.

4. Avoid disparaging tips about competitors (leave that to the punters!)

“My burritos are better than their burritos”. While this may be true, it’s not really the place of a brand or organisation to leave negative comments about the competition. Yes, there are negative tips on Foursquare, but what individual users do is up to them (and will carry far more weight than seeing effectively a self-serving tip.

5. Go global

With Foursquare, your brand or organisation can have a presence way beyond the locality you’re based. Say you’re a non-profit sponsoring projects overseas: leave a tip near there letting local users know how you’ve helped and how they can get involved. If you’re a manufacturing brand or cottage industry, why not leave tips near where you source your raw materials? Or, if you’re a sports team with a global following, let people know where you can meet other fans.

It could be interesting for those local users to know just how far something travels and where it’s used, and it helps raise awareness of your online brand. And of course, if you go travelling or exploring new places, check-in as your brand wherever you go and say what you’ve seen and how it influences your business.

In conclusion, try to make your use of Foursquare relevant, quirky and interesting: plain, irrelevant ad-spam is an instant turn-off and can lead to a negative response on Twitter.

Also, set up your page quickly! Don’t worry if it’s not perfect: I’ve no doubt that we’ll see these pages mushroom, just like they do on Facebook, and it’s best to put something up quicker than it is to wait around to see what happens.

Go ahead and try setting up your brand page now. Do you have any other good ideas for how to use Foursquare pages? Leave a comment below.

One week to go for Manchester Twestival – get your tickets now – Social Media Manchester

Manchester Twestival logoManchester Twestival, launched at the Social Media Cafe, is happening in just one week’s time!

As part of a global Twitter Festival, or ‘Twestival‘, we’re coming together at an event on 24 March to raise money for Wood Street Mission, a local charity whose aim is to alleviate the effects of poverty on children in families in Manchester and Salford. The charity was chosen with input from across the community.

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How to win Foursquare friends and influence people

Foursquare logoUpdate: I spoke about this at the Social Media Cafe Liverpool – presentation below.


Foursquare. It’s the latest hottest thing to blog, tweet and generally foam about.

Unfortunately, over-excited use of Foursquare can often simply annoy your Twitter followers. Who cares if you’ve just checked-in at “Don’s pizzeria” or if you’re Mayor of “[hipsterrific bar]”?

The real value in Foursquare is not just tweeting where you are, or when you’re Mayor or whether you’ve got the badge that says you’ve been out drinking every night for the last five days (maybe you need to check in at your local AA club).

Foursquare is for keeping track of your friends and getting recommendations about good and interesting places to hang out from people you know and trust. When you go to Don’s Pizzeria, tell me why and what you’re doing there. Leave a tip to recommend something (or to remind me to avoid the kebab).

Here’s my top three tips for making Foursquare useful:

(and, influence people, in a sense):

1. Login to your Foursquare account on the web, click Settings and turn-off the default options to send tweets whenever you check-in, become Mayor or unlock a badge.

Don’t worry, you can turn these on per check-in. This will stop you losing Twitter followers, bored of incessant check-ins at home, work and the train station.

2. Check-in and add a note each time you do. What are you doing there? What’s good? Are you available to hang out? Many people will get your live Foursquare check-ins through Twitter too (if they don’t have Push-type notifications on iPhone etc). So tweet these, if they’re useful.

Again, avoid tweeting mundane places unless you’re looking to hang out with people or at an event. Adding a hashtag helps with the latter.

3. Leave tips. Not cash, but those little notes you can add to places from the Foursquare app. When others check-in, one of the tips pops-up which can help someone make a decision about what to do, where to go or what to have.  Ostensibly, tips are positive things, but I have no hesitation in pasting a place if it deserves it.

Saving tips that you find when you check-in and browsing nearby tips also means you build-up a collection of “to do’s” that are worth going through on a boring Sunday afternoon.

Winning over your friends

As you become more active on Foursquare, you’ll begin to add up a list of friends. The more users that join, the easier it becomes to find other people and use Foursquare as a way of organising social activities. In Manchester, for example, I find skimming my Foursquare friends list over lunchtime a good way of finding out where other people are and if they’re available to grab a bite to eat.

Of course, you can always check-in “off the grid” if you want a bit of privacy.

And yes, it is interesting to know who’s the Mayor of a venue. You become a Mayor being by the user to check-in most frequently over the last two months. If a friend is a Mayor, this is a signal to me that he or she goes there lots and, in a sense, endorses it as a venue for whatever goes on there. Checking-in at a venue without actually being there, or really making use of it, is probably somewhat misleading and won’t win me over as your friend.

Alternatively…

Foursquare is by no means the only location-based social recommendations app out there. I myself was (and still am) an advocate of others, like Gowalla, that frankly have a sexier design and ask users to crowdsource locations, rather than simply buy up a local directory a starting point.

Unfortunately, there is a degree of critical mass with Foursquare that goes with the relentless adoration lauded on it by Mashable. This means most of my friends and colleagues have naturally gravitated towards it as a network and that, in turn, makes it more useful for me, to find out what’s going on where. There are methods of checking-in on multiple networks, however I have yet to try these out myself.

In conclusion…

Remember, Foursquare is all about recommending local places and things to do. This sort of stuff can add value to what your followers see on your Twitter time line, but if you tweet about it too much, it can really turn people off.

So check it out and, if you know me, add me as a friend.

Ning to end free networks

Cross-posted from Social Media Manchester

Many of you may have heard the news that Ning, the providers of this community’s social network, is intending to phase out their ‘free’ service, in favour of paid-for options. Jason Rosenthal, their newly appointed Chief Executive, said, in a staff memo:

“We are going to change our strategy to devote 100% of our resources to building the winning product to capture this big opportunity” — i.e being the premium service, not the one supported by advertising. (Guardian)

Social Media Cafe Manchester September 2009 – session previews

Manchester Social Media Cafe logoAs I wrote earlier today, the September 2009 meeting of Manchester’s Social Media Cafe is tomorrow (Update: is tonight! But it was tomorrow, when I wrote this). Slightly later than planned, I’ve written previews of the upcoming sessions, so if you’re still not sure which of the sessions you’d like to go to, or just want to find out more, then I hope that the below ‘preview’ blog posts are helpful.

I welcome feedback on all of the above. Perhaps I will keep doing this in the future, a bit earlier too depending on when the sessions are filled!

See y’all tomorrow.

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Social Media Cafe Manchester session preview – “SEO/social media debate”

Manchester Social Media Cafe logoA topic that’s been floating around for a while is the ongoing debate about how social media and search engine optimisation can interact. To that end, regular social media caffeine-addict David Edmundson-Bird has proposed a debate: “This house believes that social media represents the end of search”.

This is a prescient debate.

SEO has been built on the premise that, despite secretive protocols for ranking pages and the dominance of a single search engine superpower, content can be engineered to score highly in search results for the chosen keywords – while keeping it largely readable.

However, the emergence of user-generated content that is searchable, but where the results cannot be easily optimised, arguably represents a great challenge to the search engine optimisation industry. Now, we have masses of fresh content, often generated in real-time and linked to local, national or global events, which can be instantly indexed and queried for the thoughts of the human hive-mind.

And this content is eminently rich in context, in opinion, in thought and often in multimedia, notably with the rise of smartphones such as the iPhone. It represents a treasure trove of information valuable to marketers, such as opinions on brands, people, places – all the sort of thing you would want to access and to influence in order to promote your clients’ messages.

Until recently, applying well-understood search engine optimisation techniques was a key method for influencing that opinion. Getting your search results high up on Google – on the first page, in fact – was seen as key to put your business or messages on the map for users to click-through to. But influencing search engines can take time, is potentially expensive and very rarely instant.

Now, you can tweet, have that picked up by Tweetmeme, Mashable or Stephen Fry and find that you’ve generated hundreds of thousands of page views for your latest product or campaign within hours.

How’s that for return on investment?

Or as one junior SEO executive recently said, is it the case that investing in social media is like investing in astrology rather than astronomy?

Debate: This house believes that social media represents the end of search – David Edmundson-Bird @groovegenerator

I caught up with David over email. He currently holds the position of Director of Executive Programmes (Digital & Creative) at MMU Business School and Course and Director for the Econsultancy Suite of Masters Programmes. He’s also a council member at Manchester Digital.

The debate is now being held after the other two sessions, so “anyone who is interested in hearing the debate between “traditional” search approach and the newer social media led approach to information discovery” can now take part. Considering many of the attendees are marketers, this should be of “particular interest [to them]…whether traditional, digital or social”, he says.

I think the debate format itself could be particularly interesting. While I have recently become far more used to an informal style of discussion, I’m interested to see how ‘140 Second House rules‘ plays out. David explains:

“Using the 140s House Rules, each speaker has 140 seconds to put his or her point across. At the end of both sides speaking, the chair will open up the debate to the floor with questions – these can only be 140 seconds long, and responses from each side can only be 140 seconds long. After questions, one person from each side makes concluding remarks lasting 140 seconds.”

We’ll then vote on who has ‘won’ the debate.

I have to admit, I initially felt the 140 second rule to be a touch ‘faddy’. However, I remember now that school debates only allowed 180 seconds for responses and comments and, when I chaired my student union debates, I’m sure I allocated much less – and we managed, just about!

I asked what David thought participants – and we as a community – would take away from the debate:

“Hopefully, [participants can take away] an informed view from both sides of an argument. Search and Social are often polarised and people may not be exposed to the argument from both perspectives. There are vested interests in both, but it will be a first opportunity for any to see arguments put head-to-head.”

He admits that it will be “a fairly pro-social crowd, but the Social Media Cafe has been seeing a lot of interest from the marketing industry”. Judging by the attendance list, he’s not wrong.

I’m really pleased that the debate has been moved to after the sessions, giving everyone the opportunity to listen in and potentially pose questions. I, for one, am still mulling it over and I look forward to a really exciting debate that will happen live and on the backchannel tomorrow evening.

David tweets @groovegenerator and blogs at FaceBookCreep.

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Social Media Cafe Manchester session preview – “Digital Games and/as Social Media”

Manchester Social Media Cafe logoGiven my background in student activism, I’m always excited to see leaders from higher education attend and present at events like the Social Media Cafe Manchester. Continuing this mini-series of blog posts, I caught up with another presenter who will be at tomorrow’s meeting.

Digital Games and/as Social Media –Professor Ben Light @doggyb

Prof Light (or Ben, if I may!) is Professor of Digital Media at the School of Media, Music and Performance, University of Salford. Which is a pretty cool title. Personally, I’m excited that lecturers (professors, no less) are using social media, let alone lecturing in the subject. In my days at university (not that long ago!), the concept of an electronic presentation was still alien to some of the lecturers who taught me.

Ben will be looking at media convergence: how it happens, why, and some of the implications arising for users and designers. Since March 2006, Ben has been engaged in programme of research that has focused upon how users and designers are making digital games and social media work for them on an everyday basis.

This might sound a tad daunting, but he says, “the session won’t be technical”:

“You don’t need to understand the nuts and bolts – it’s suitable for anyone who has an interest in social media and digital gaming.”

…which sounds like a lot of the people I know who go to SMC. I certainly have been enjoying my Wii of late.

Talking of games consoles, Ben’s bringing an exciting twist to the meeting: SingStar on PS3! He’ll be using it as part of his presentation, which will include a lot of photography and video. I wondered why he was bringing along the popular karaoke game for the PS3:

“SingStar is one of the games I have been studying.”…”I’m bringing it along to demonstrate it and the online community [associated with it] ‘live’.”

I hope the BBC wifi holds out and I have no doubt that we have some secret SingStar fans in the crowd (ahem @realfreshtv!)

I know Ben’s putting his final touches on his session this evening, but I asked him what he hoped participants would get out of the session:

It’s very much about knowledge: how are people using social media, how it’s linked with games. Who are the developers in social media/gaming environments and who are the users – it’s not as obvious as it sounds.

“What ethical issues arise in such spaces? For example, I could talk about ‘grief play’, identity work and social inclusion/exclusion.”

Intriguing. It sounds like Ben will be covering a new area for the Social Media Cafe meetups and doing it in a novel and engaging way. I, for one, can’t wait to get involved.

Professor Light tweets @doggyb and his personal blog is at benlight.org.

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