Wednesday, August 11, 2010

Socializing Loyalty with Foursquare

Location-based services hold the promise of targeted advertising and ultra-relevant content for everyone. Are these services just high-tech coupons or is there a larger promise? Tristan Walker, VP of business development, from Foursquare sees something much deeper. He calls it socializing loyalty. This isn't a Tweet that I checked into Nola's with four friends, this is a way to tie a brand's existing loyalty program directly into their customer's social graph. Imagine a check-in at your favorite book store that occurs when your credit card is swiped. Or even better, a check-in that is tied to the book you just purchased. In an instant, you receive your loyalty points from the book publisher, bookstore and American Express. With your permission, that information is then shared with your friends. Instead of pulling out my phone and checking in and showing it to the clerk, all this occurs through the credit card payment systems that connect directly to the Foursquare system. All secure and all measurable.

From a brand's perspective, that engagement is very deep. If you have enough affinity for the brand to grant them access to your social graph, it is clear that you are a brand advocate. The customer also becomes a rich vector to connect the brand to like-minded customers. You are unlikely to grant a random taqueria the right to publish on your behalf, but you might trust French Laundry. Even everyday experiences such as visits to your favorite coffee shop or gym could trigger loyalty points and generate additional impressions for a brand.

The concept of loyalty programs and publishing your check-ins is not new, but the combination in a familiar mobile experience is different. Point solutions pop-up for all sorts of individual brands or specific campaigns, but they don't sit on everyone's mobile phone like Foursquare. In this scenario, Foursquare is much more like a platform than an mobile phone app. It allows for brands to build their loyalty programs around a consumer experience that guarantees engagement and relevancy.

We've seen other purchase broadcasting services go awry so good privacy control is needed, but people are quickly warming to the idea that they can get more from a brand if they are willing to share their experience with their friends.

This idea can change the market because instead of keeping Foursquare locked into brands with physical locations, they can now work with every brand in the store. Loyalty is extended beyond the bookstore to now include every brand, publisher and product in that store.

The concept of socializing loyalty with a location-based service such as Foursqure is still without a concrete, real-life example. I understand that Foursquare may be changing that soon. I'd love to see a major brand tap into their existing loyalty program and reward Foursquare users based on their past purchases. Imagine walking into the Ritz Carlton in Half Moon Bay and upon checking in you are upgraded to a bigger room or treated to free marshmallows and chocolate by the fire. I know Robert Scoble would love that since he is the Ritz mayor.

Now that I've met Tristan Walker, I was able to take the first step toward getting my Foursquare stalker badge. Hint: Tristan's business card has the pizza symbol.

15 comments:

Justin said...

Renting is to a great extent an option decision to routine financing and can be incredible for organizations not prepared to get organization credits. 100-percent financing in various cases, renting needs no store. Payday Loans

Justin said...

Numerosi studi sulla disfunzione erettile rimedi sono stati fatti, che aiutano gli uomini a trovare il rimedio giusto per la condizione. Se vi capita di sperimentare la disfunzione sessuale, è necessario bisogno di consultare il proprio medico prima di provare qualsiasi rimedio per il vostro problema. combattere disfunzione erettile

Justin said...

A cosigner is required with a private advance, however an understudy won't not require a cosigner to solidify their private understudy advances yet having a cosigner can decrease the loan fee altogether to a lower rate and may even wind up having a zero financing cost if the FICO assessment of the cosigner is above normal. usapaydayloanstore.com/chicago

chenlili said...

the north face outlet
canada goose jackets
hollister shirts
uggs sale
coach factory outlet
discount jordans
timberland outlet
michael kors outlet
michael kors outlet online
louis vuitton uk
chicago bulls jerseys
replica watches
toms shoes uk
louis vuitton
canada goose coats
canada goose jackets
longchamp bags
michael kors handbags
canada goose jackets
uggs outlet
gucci outlet online
fitflops shoes
ray ban sunglasses
ugg boots uk
ray ban sunglasses
ugg boots
coach outlet
adidas boost
air jordan 8
canada goose sale
canada goose jackets
ugg boots
north face jackets
oakley outlet
cheap jerseys
ugg boots
golden state warriors jerseys
chenlili20160905

marko said...

Training is vital, and you know this. We as a whole either have 2 choices after formal tutoring, that is either land a position and gain today or experience instruction in the trusts of doing a task which we need to do as well as that pays us more cash, than if we just went to work straight after school. Cash Advance

Paulo said...

Low-salary families are all the more fiscally arranged to send their children to school than high-pay families. The truth is out, Sallie Mae's discoveries from the review report that in spite of the fact that we are in a post-retreat economy, families that are making $35,000 or less every year are more able to have an arrangement to support their kid's school instruction before enlisting. Payday Loans

Unknown said...

coach factory outlet
lacoste shoes
nike air max
longchamp handbags
birkenstock sandals
toms shoes outlet
celine outlet store
red bottoms shoes
kate spade handbags
toms shoes
20611011caiyan

Paulo said...

The key to a fruitful advance alteration is the manner by which you display your case to the moneylender. This DIY advance mod unit will clarify the advance adjustment transaction prepare in express detail. payday loans

Unknown said...

Diverso dal quarta stella di fortuna applicati alle Galatasaray 15-16 maglie, il nuovo kit di casa Nike Galatasaray 16-17 è dotato di quattro stelle che siano allineati correttamente sopra la cresta del clubmaglie calcio 2017,
maglie calcio poco prezzo,
maglie da calcio a poco prezzo, nuove Maglia Atletico Madrid prezzo

chenmeinv0 said...

moncler outlet
coach factory outlet
retro jordans
ugg outlet
hollister clothing
spurs jerseys
ralph lauren polo
ugg boots clearance
christian louboutin shoes
steelers jerseys
2016.11.26xukaimin

Unknown said...

cheap uggs
michael kors bags
coach outlet
rolex watches
longchamp uk
red bottoms shoes
ugg boots
coach outlet store
canada goose outlet online
louis vuitton outlet
20161205caiyan

Unknown said...

christian louboutin outlet
lululemon outlet
cartier watches
links of london jewellery
nike air huarache
cheap nike shoes sale
ugg boots
kd shoes
michael kors handbags outlet
ralph lauren
20170117caihuali

Unknown said...

kyrie irving shoes
adidas neo
air max 2016
fitflops
nike roshe one
harden shoes
nike air huarache
nike air max
retro jordans
cheap basketball shoes

Unknown said...

jimmy choo
true religion jeans sale
nike huarache
browns jerseys
toms shoes
cheap nfl jerseys
saints jerseys
miami heat jersey
cheap nhl jerseys
rolex watches

Guest said...

Really great info, keep up the good work! Drywall Contractors Near Me