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Foursquare : présentation et utilisation business

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Une tentative de présentation du phénomène 2010, Foursquare, en 50 slides : Dans quel constexte Foursquare s'inscrit, qu'est ce que c'est, à quoi ca sert, comment les marketers peuvent s'en servir

Publicada em: Negócios, Tecnologia
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Foursquare : présentation et utilisation business

  1. Foursquare Quels usages business ? Grégory Pouy Directeur de la stratégie de contacts – Nurun http://gregfromparis.fr http://twitter.com/gregfromparis Février 2010
  2. FOURSQUARE Sommaire 1. Contexte 2. C’est quoi ? 3. A quoi ca sert ? 4. Quels intérêts en communication ? 5. Quelques conseils ?
  3. CONTEXTE 3
  4. Encore un « hot topic »? ou un vrai sujet? 4
  5. 1 réalité : les médias sociaux sont la 3ème activité online avant l’email… 5
  6. …mais tout cela reste très virtuel pour beaucoup 6
  7. Foursquare s’inscrit entre mobile et social et entre dans la vie réelle 7
  8. Hum…c’est intéressant… 8
  9. Encore un ayatollah du web mobile… Il ne doit pas savoir que pour 88% des français [et moi] mobile = téléphone + SMS 9
  10. En 2013, 50% des connexions au web se feront… via mobile X 66 Croissance de l’accès web par mobile entre 2008 et 2013* * Prévision de Morgan Stanley [décembre 2009] 10
  11. Foursquare : on en parle un peu… 11
  12. MAIS C’EST QUOI FOURSQUARE ? 12
  13. Foursquare = réseaux social + jeux + géolocalisation 13
  14. Autrement dit : C’est un social game qui utilise le GPS de votre mobile et qui vous donne des récompenses chaque fois que vous vous déclarez quelque part 14
  15. Une tendance : Le web en temps réél 15
  16. Twitter = ce que je fais 16
  17. Foursquare = où je suis Dîtes où vous êtes et Foursquare vous dira les endroits à proximité et ceux visités par vos amis 17
  18. Comment ca fonctionne ? Mise à jour de Facebook et Twitter 18
  19. Déjà plus de 300 000 membres +50% En décembre et janvier 19
  20. Foursquare = Social Game Chaque fois que vous vous déclarez vous gagnez des points : +6 pt : ramener 6 amis à l’endroit où vous êtes +5 pt : découvrir un nouvel endroit +4 pt : 4 “check” dans la soirée +2 pt : sortir 2 soirées de suites 20
  21. C’est une compétition ! Un système de badge et récompenses 21
  22. Devenir maire Devenir « maire » d’un restaurant, d’une station de métro… La personne qui se déclare le plus à un endroit en devient le “maire” et peut bénéficier d’avantages spécifiques 22
  23. A QUOI CA SERT ? 23
  24. Foursquare = Social city guide “Nous voulions créer un meilleur guide cocréé par les utilisateurs…nos amis ont toujours de meilleures recommandations que les guides” Denis Criowley, fondateur de Foursquare - NY Times 24
  25. Foursquare = Friend finder 1. Ou sont mes amis ? 2. Ou sortent t-ils ? 3. Quels lieux aiment t’ils ? 4. Quel est l’endroit sympa dans lequel je peux me rendre pas trop loin ? 25
  26. Foursquare = bons plans 26
  27. Foursquare = promotions 27
  28. Foursquare = fidélité 1er « check » : coca-cola gratuit 5ème « check » : apéritif offert Maire : bières offertes 28
  29. QUELS INTERETS EN COMMUNICATION ? 29
  30. "From a broad strategy point of view, there's a huge potential with the ability to connect people to promotional experiences," "We know where people are and can talk to them from a geo-located perspective -- that's a huge opportunity." Bonin Bough, PepsiCo's global director of digital and social media 30
  31. Ne pas calquer un modèle La valeur de la plateforme se fait dans l’engagement 31
  32. Il s’agit de créer du flux en magasin Enfin ! Les marketers ont une solution pour lier leur campagne en ligne et les 50 derniers pas jusqu’au magasin 32
  33. Les actions possibles : 1. Créer des actions pour les nouveaux consommateurs ou plutôt pour les habitués 2. Cibler en fonction du réseaux et de l’usage 3. Récompenser les personnes qui amènent d’autres personnes 4. Récompenser les n 1ères personnes qui créent des tips 33
  34. Utilisation par un média Dans le cadre des jeux olympique d’hiver 2010 Idée : permettre de connaître tous les bons plans pour ceux qui sont partis assister aux jeux olympiques Objectif : créer du contenu éditorial pour le guide du New York Times 34
  35. Utilisation par un média Pour diffuser des news hyperlocales Idée : permettre aux utilisateurs ce qui se passe autour d’eux Objectif : renforcer le lien avec les lecteurs de Métro 35
  36. Utilisation par un guide des meilleurs restaurants Idée : permettre aux utilisateurs de gagner un badge spécifique en allant dans les restaurants validés par Zagat (effet aspirationnel) Objectif : créer du contenu éditorial UGC pour le guide 36
  37. Utilisation d’une compagnie de transport [Bay Area Rapid Transit] Idée : avoir une remise allant jusqu’à $25 Objectif : encourager l’utilisation des transports publics 37
  38. Utilisation dans le cadre d’une conférence Idée : permettre aux utilisateurs de gagner un badge spécifique en se rendant au CES à proximité du stand d’intel Objectif : créer du trafic qualifié 38
  39. Utilisation d’une chaîne TV Le cas de Bravo Idée : demander aux spectateurs de se “checker” dans 500 endroits recommandés dans les programmes de la chaîne (cadeaux à la clef) Objectif : jouer avec les programmes et créer de la fidélité en engageant les spectateurs 39
  40. Utilisation pour les RH Le cas d’Apple Idée : permettre aux clients les plus fidèles de postuler de manière privilégiée dans les magasins Objectif : jouer sur la fidélisation au point de vente 40
  41. Pour une action caritative Le cas de Pepsi 41
  42. Utilisation pour une université Le cas de Harvard Idée : permettre aux étudiants, visteurs, professeurs de se connecter autrement Objectif : jouer la carte du social et de l’interconnection 42
  43. Un dashboard avec des statistiques précises pour suivre votre activité via Foursquare 43
  44. Mode d’emploi ? QUELQUES CONSEILS 44
  45. Référencez-vous Créez votre endroit sur Foursquare afin que les gens puissent vous trouver facilement ou savoir que vous n’êtes pas loin 45
  46. Créez des « tips » & des promotions Donnez des raisons de s’intéresser à vous mais sans en faire trop pour ne pas effrayer la communauté 46
  47. Faîtes le savoir sur votre site En créant votre widget 47
  48. Identifiez les enthousiastes Foursquare permet de savoir qui “checke” où, par conséquent via une API vous pouvez mieux savoir pour chaque visiteurs, le nombre de visites et le temps passé Les endroits visités avant, si ses amis viennent aussi… 48
  49. Foursquare est tout neuf alors… À vous d’imaginer son utilisation pour VOTRE business 49
  50. Merci ! Grégory Pouy Nurun Directeur de la stratégie de contacts http://gregfromparis.fr http://twitter.com/gregfromparis

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