Nursing Men Like Babies

FOURSQUARE, sesame for permission marketing on the market for hyper?

Thanks to Mari Sheibley

Conviction Ubimedia the business, interactivity everywere = time to market
Since my tickets a few months exploring the market potential as a vector of hyper-innovation and thus high growth of the Internet business (Ubimedia business) for several reasons:

• hyperlocal brings new uses, the Internet real bathing
• the mobile devices and outdoor (digital signage) to free themselves technologically more convergence and interoperability
• and target mobile users, these urban hyperconnected, soon we will speak of ubinautes is destined to grow.

In this context, I described a paradigm the hyperlink with the idea:

• push interactivity in digital ecosystem in situ, allowing anyone to edit the real animate its anchoring points and transit daily.
• But this paradigm raises a challenge for the marks, to invent a new posture: how to integrate within hyper-spheres, and thus hyperconnectées hyperpersonnelles a logical marketing and sales management? How to inject interactivity between end-users and retailers, so natural, legitimate, non-invasive, respecting the permission marketing?

Foursquare marks a milestone in the era of hyper interactive marketing
Foursquare would begin to answer embody the community service outreach and promotion of places that will meet the dual requirements of the market 'hyperlocal in terms of practice perspective end user but also in terms of business perspective brands.





Founded in March 2009 in the USA, Foursquare is designed as a mobile social network recovery sites via a mechanical 2.0 "user generated labelisation.
Let me explain:
The service is based on geolocation places and encourages people (at least the mobile users) to locate and comment most often on and from such place to become the ambassador (the ultimate degree being that of Mayor / the Mayor) , and therefore qualify it this place simply because of their presence ( "I love this place, I am and I claim it! ) And therefore, be rewarded in Winner of the benefits (of points, badges, invitations, couponing, ...) when the player returns and publishes frequently on such a place. Of course, the idea is to share the location and fetish scene with their social network of friends, all membership and "lucidity".

This type of service, he moved over time from a critical mass of users will the sesame brands to enter the interactive relationship with consumers and complicit on the site of consumption.

Rapidly achieving the critical mass of users
Some brands storefront and innovative fiber, have tested this approach with success: The chain Starbucks moved to San Francisco a badge "Barista" on Foursquare putting his fans compete to become "King Coffee" Starbucks in the city.
But one can imagine a network devoid of brand signage, on the basis of local partnerships, to operate his account hyperlocal by selecting a number of places in tune with the world of brand and award a badge brand ambassador branded its colors, the mobile users attempt to gain the most active of these "places called 'Affairs to receive benefits (invitation couponing). Several signals

announce that this type of service (Foursquare prior) will refuel users in France (it's in my crystal ball ;-) with a speed of propagation and adhesion remarkable compared to the first service precursors in France as excellent Dismoio and other less visible services such as brighkite (remarkable for its ergonomics and claims of 2million utilsiateurs) or aka-haki:

• Firstly, the strategy conquest of Foursquare reminiscent of Facebook, which had operated as the spring play: remember, the profusion of game applications involving competition his friends.
• Third party applications manage micro-blogging as such or Tweetie Hootsuite already offer synchronization with Foursquare.

• The recent partnership Foursquare / local newspaper Metro which should ensure a high profile development: Imagine, Metro is "a friend" at Foursquare. You are such a great international city, you pass such a place referenced in the database Metro, and presto, you Foursquare "push" a review on the site from your "friend Metro." A good way to revitalize the PQR (Regional Daily Press), by the way ...
  

• Finally, the last index of the craze for Hyper Interactive Marketing: A "Foursquarelike" French attempts to take market share in France, launched in December 2009, operates Plyce the same rules as Foursquare but with a more careful ergonomics on the mobile application. Stay tuned.

• If you have figures showing the number of downloading the application Foursquare in France and the number of check-in France, I'm interested ;-)

So the concept of service Foursquare, he will become a must in a device hyperlocal interactive marketing?

I think the success of this type of service Foursquare or another of the same ilk, since it will incorporate several ingredients skillfully winners

• First, go to "ConsumActors" smartphone addicts and mobile Internet and mobile service operators, enthusiasts of urbanity and conviviality, or revitalization of social ties (I am thinking here of Communities).
• publishing shared real places begins to enter into the habits of mobile users , Dismoio, Brightkite, and others have led the way in France.On even speaks folksotopies by analogy with folksonomies.
• play mechanics: emulation among friends, is that which "tagger" as such a place
  
• anchoring and experience tangible "tattoo of him" his place daily real-life "here and now" (the immediatsphère valued under the influence of presenteeism, the emotional carpe diem for a split between us)
• My presence as a label of quality of place and presence signal for my tribe, my track point to my network of friends for reassurance on this place since I'd have my presence Seal of Approval / report my presence and invite my friends who are around.
  
• viralization the real-time synchronization with by mass social networks such as facebook and twitter
• the fact that the valuation of the premises by the user to amplify, to radiate see his social status ( personal branding ) with his friends ... "What, you're the mayor of the Hotel Costes?"
• Places physically ready to play the game by relaying see by being sponsor of the device in situ, form of flyers distributed on site or nearby, and if one seeks in excess, as a dynamic giant screens as was seen in Las Vegas with widgetize of foursquare on the digital signage LocaModa )

Las Vegas: Foursquare flow related to the hotel
displayed in real time displayed on its front

• The ability to attract partnerships with local operators (PagesJaunes an example) shops and convenience stores, especially the "happy-users' generated in situ via Foursquare are not in criticism but rather a logic of labeling of the place (indeed, " I'm not trying to be the Mayor this restaurant where we eat poorly ")
• or partnerships with operators hyperlocal content syndication (as mentioned above Subway)
  
  

• and / or partnerships affiliation as strategic locations (new nodes hyperqualifiée niche audience, membership in location-based augmented reality widget or mobile device in situ)
• The ability to measure the ROI of shares in situ and integrated into the dashboard 360. Precisely, with its success across the Atlantic, announcing a brick Foursquare analytics to measure the ROI of such a place, which will facilitate the integration of physical locations in the marketing and ecommerce features brands.

Starbucks engage customers with Foursquare.
Here mobinaute a "check" the presence of friends passing coffee
AP Photo / Russel A. Daniels)

Be friendly with Foursquare context and soon Facebook?

The challenge is for Foursquare last term where the strategic importance of a rapid conquest to achieve a critical mass of users. This has long ceased to concern the mighty Facebook, which was slow to engage in hyper but just announced this week integrate geolocation . And so he came on the market for hyperlocal. For reference, Google it ended 2009 including Favorite Places with

For now, Foursquare provides an initial solution to the marks on the market by Hyper the fun and gain advantages in context to places and what in a recovery target, a place of labeling by the consumer (user generated labelisation). The concept of service becomes a marketing arm Foursquare situational for a brand or a brand is adopting a new posture brand that qualify of "context friendly" .

------------------------------------- -------------------------------------



To learn more about Foursquare and trademarks, see the excellent presentation by Gregory POUY:

Foursquare: presentation and use business

View more presentations from Gregory Pouy .