The big news yesterday was that Foursquare had sold its New York leaderboard to Pepsi. And all for a good cause. For every point added through December 13th, CampInteractive, which empowers inner-city youth with technology skills and mentoring, gets four cents.
This could mean up to $10,000 for CampInteractive.
It’s hopefully the beginning of a long line of cause marketing initiatives using Foursquare, something I’ve written about before.
Like you, I’m eager to use Foursquare for cause marketing. Here’s what I’ve learned since I last wrote about it.
Foursquare is what it is. It’s nice to think about all the cool add-ons you could suggest to Dennis and his team to make Foursquare more useful for causes. “Wouldn’t it be great if Foursquare did ________ when you checked-in?” Let ‘em know and maybe it will be happening. But with growth spiking at Foursquare, and having recently launched in 50 more cities–and who knows how many more tomorrow–Den and the gang are busy. In short, cause marketers, especially us local practitioners, need to work with Foursquare as it currently functions.
I think this means focusing on existing functionality like check-ins and mayors to reward donors when they visit a business supporting a cause marketing program.
Foursquare isn’t a standalone product–at least not yet. The New York deal is fantastic, but for the short-term it will be the exception, not the rule. New York probably has more Foursquare members than any other city in the world. I suspect the numbers dwindle quickly after that. I saw something recently that Foursquare has 100,000 members worldwide [Please correct if I'm wrong here]. There’s no way I could replicate the New York deal based on Foursquare eyeballs alone. But I could package Foursquare alongside other assets into a solid marketing pitch. That’s what I’ll be shooting for.
A synonym for Foursquare is “cool”. I’m a big fan of marketing social media alongside cause marketing because they both are timely, interesting, and just plain fricken cool. Explaining Foursquare to existing and potential clients has been a great way to show people that my team is atop the newest social media craze and ready to put it to work for them. Even if they have never ever heard of it before.
Solidifying my team’s position as merchants of cool may be Foursquare’s greatest value to me to-date.
Let’s hear from you. Have you used Foursquare to raise money? Do you plan to? Any new ideas since I last wrote about it?
Joe
I think one thing important to mention is their new API. It's new, so it's limited, but they will open up more. What does that mean? It means that an organization can build its own apps that use Foursquare. You can make a specific app for your org or event and people can check-in through it. I think we will see a lot of the cause activity on Foursquare come in the form of these outside apps.
Michael
IntenseDebate Notification <DIV dir=ltr align=left>Excellent point, Mike. As many of my readers aren't technical people could you comment on who could create these apps for them and what kind of investment they might require (although I'm sure this varies greatly).</DIV>
<DIV>
Just an update here folks that Michael Hoffman from See3 got back to me via Twitter and said that his firm could develop 4sq apps for npos.
Joe – Great post. And I love how your suggesting that non-profits reward donors when they visit a business supporting a cause marketing program.
Wouldn't it be cool if a non-profit, let's say… a public hospital in Boston… created a @foursquare landing page on their site with their own (cool-looking) badges for donors participating in cause marketing programs. Those "badges" could even be made into smart-phone skins with the businesses logo.
That's a great idea, John! I'm thinking we could create badges for different campaigns so that when shoppers visit a certain number of stores participating in the cause marketing program they would unlock a badge.
Thanks. And skins would make it very, very cool!
So you can or cannot customize the page that people see when they check in to your location?
IntenseDebate Notification <DIV>You can customizean offer, Dave. This pageat Foursquare has all the details.</DIV> <DIV></DIV> <DIV>http://www.foursquare.com/businesses/</DIV> <DIV></DIV> <DIV> </DIV> <DIV>
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