The Value of a Foursquare Check-In: Insights from Marketers and Social Media Giants

It is an intriguing question, especially as social and local/LBS marketing strategies begin to gain mainstream traction beyond the realm of experimental budgets. At the OMMA Global conference in San Francisco, brands, agencies, and marketers delved into this very topic, sharing key insights and learnings.

The Evolution of the Like

The discussion at the conference began with the changing dynamics of the Facebook Like. In a recent update, Facebook has transformed the behavior of a Like into something akin to a Share. This shift potentially alters how users engage with the platform, making the like inherently social. However, the check-in on Foursquare presents a different story. While the Like is strongly rooted in social connections, the check-in is fundamentally local and mobile-centric.

Local/Mobile as the Future of Engagement

Throughout the conference, marketing professionals emphasized the high value of local engagement, specifically check-ins, compared to generic display ad impressions made on non-mobile devices. Some estimates suggest that a check-in is four times more valuable and effective than a traditional display ad impression. This shift highlights the increasing importance of mobile and local engagement in marketing strategies.

Strategic Goals: Acquisition vs. Retention

The CRM perspective revealed that desktop web activities are more conducive to acquiring new customers, whereas mobile web activities are better suited for retaining existing ones. However, it is important to note that these are generalizations and should not be applied uniformly to all brands.

A brand's ultimate goal—whether acquisition or retention—dictates how it should utilize engagement tools like Likes and check-ins. Retailers and marketers can amass a large number of likes, but if these interactions are not leveraged for meaningful engagement, they could become inconsequential. Conversely, strategic implementation of check-ins can significantly enhance customer retention.

Maximizing the Impact of Social and Local Engagement

Consistent with the insights gleaned from the conference, the true value of social and local engagement lies in the effectiveness of the actions taken post-engagement. A retailer or brand that can transform likes and check-ins into actionable customer interactions will see the most significant ROI. This underscores the importance of continuous learning and adaptation in the ever-evolving landscape of social and local marketing.

While the value of Foursquare check-ins is clear, the broader conclusion is that it is not a black-and-white issue. The nascent stage of quantifying social and local engagement means that generalizations like 'social' or 'local' may require more nuanced analysis as we gain more insights into their impact and return on investment (ROI).

With prominent players like Facebook and Foursquare at the forefront of mobile and local engagement strategies, these companies have run numerous pilots and case studies. As these initiatives progress, brands will be better positioned to make informed decisions about how to leverage these platforms formaximum impact.

Ultimately, the conference reinforced that brands should be cautious in making broad statements about social and local engagement and instead focus on specific, data-driven strategies to maximize the value derived from these interactions.