Download - Dal check in al cheers - Social Birra 2014
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Dal Check-in al CheersFoursquare nel settore Food & Beverage
Roberto Cobianchi - @intranetlife
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2009
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Che cos’è foursquare
• Mobile Geo Social Network che conferisce un “social sense” al GPS dei telefoni di ultima generazione
• Consente di creare la propria rete sociale “geolocalizzata” attraverso la segnalazione del luogo in cui ci si trova in quel momento, arricchendola con commenti, descrizioni, suggerimenti, foto
• In cambio di questa partecipazione, Foursquare attribuisce agli utenti riconoscimenti simbolici che possono anche essere tradotti o collegati a benefit materiali dai commercianti e dai brand
Dati a gennaio 2014: +45 milioni utenti, +5 miliardi check-in, +1,6milioni aziende che usano la piattaforma commerciale, 170 dipendenti
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foursquare in un acronimo
• SoLoMo = Social + Local + Mobile
• Social, perché ha le tipiche funzionalità dei social network; Local, perché sfrutta il GPS per identificare dove ti trovi; Mobile, perché si usa da smartphone
• Foursquare è un ambiente “aperto”, con forti connessioni con servizi di successo come Facebook, Twitter, Istagram e altri social network; ciò consente di amplificare la diffusione di qualsiasi iniziativa
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Elevation
Consideration
Purchase
Awareness
1
2
3
45 Social
NetworkAdvice
Social LocationMarketing
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Persone
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VENUE: luogo, pubblico o privato
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CHECK-IN: dichiarazione di presenza
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ESPLORA: “a map made just for you”
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Cerca un tipo di luogo e visualizza il rating
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Dove sono i miei amici: la mappa di Harry Potter
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TIP: consiglio, recensione
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LISTE: cose da fare
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LISTE: su qualsiasi argomento
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SPECIAL: promozioni digitali
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GAMIFICATION
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Aziende
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https://www.youtube.com/watch?v=1Vc044LZlCI
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Funzioni Foursquare
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http://www.foursquareitalia.org/2013/09/10/ristoranti-ricercabili-piatti-menu/
Menu ricercabile (USA)
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http://www.foursquareitalia.org/2014/02/11/ordinare-cena/
Ordinare con un click (USA)
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Foursquare ADS
http://www.foursquareitalia.org/2013/08/27/local-advertising-annunci-italia/
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CASI
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Catene commerciali
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http://www.foursquareitalia.org/2012/10/31/starbucks-catena-special/
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http://www.foursquareitalia.org/2012/06/14/brand-catene-commerciali/
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http://www.foursquareitalia.org/2013/05/21/esempi-special-foursquare-just-salad/
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http://www.foursquareitalia.org/2012/02/21/caso-studio-catena-commerciale/
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Brand senza Punti Vendita
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http://cl.ly/image/060M2f2C0T0uhttp://ucl2014.lim.bz/amoe/
http://www.adweek.com/news/advertising-branding/heineken-turns-foursquare-branded-mobile-app-usage-wanes-155769
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http://aboutfoursquare.com/pepsi-experience-points/
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http://www.foursquareitalia.org/2012/06/14/brand-catene-commerciali/
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Singole attività
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http://www.slideshare.net/AJBombers/foursquare-works
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bar-ristorante che prepara tapas in puro stile barcellonese, ha proposto un'offerta speciale per premiare i clienti fedeli: un bicchiere di sangria omaggio dopo cinque check-in e una tapa caratteristica dopo 10 check-in.
https://it.foursquare.com/v/boqueria/4f5fd3dae4b0c27826eb4263
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“Per un piccolo business come il mio, il Mobile è l’advertising tradizionale”
Luke Holden
“I miei clienti sono sui loro smartphone e io devo connettermi con loro laddove stanno vivendo la loro vita”
Jonathan Fornaci
Marketing Tradizionale vs Mobile Marketing
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Criticità
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1. Comunicazione
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2. Integrazione
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3. Formazione
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https://plus.google.com/+FoursquareitaliaOrg
https://www.facebook.com/Foursquare.Italia
https://twitter.com/FoursquareIT
https://www.linkedin.com/company/foursquareitalia.org
http://www.foursquareitalia.org/
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“S!""#$$ %$ &'( ()# *#+ (' ),--%&#$$. H,--%&#$$ %$ ()# *#+ (' $!""#$$. If +'! .'v# w),( +'! ,r# /'%&0, +'! w%.. b# $!""#$$1.”
Grazie!
Albert Schweitzer
è un progetto di
Mimulus - New Web AgencyVia San Pier Tommaso 18/340139 Bologna