Want to Know Who ‘Checked-In’ to Dreamforce 2012?
Location-based marketing can be a valuable customer acquisition strategy and a way to break though the noise when competing for the attention of potential prospects. Foursquare offers a free set of tools that you can use attract new customers and keep your best ones coming back.
Foursquare has added five million registered users in the last 20 months, bringing its total user base to over 20 million. In addition to the growth of users, these user’s behaviors are loyal and consistent which is ideal for marketers looking to build their community of evangelists. Foursquare marketing is typically most appropriate for brick and mortar businesses, but even B2B marketers can take advantage of this marketing opportunity to reach potential buyers and drive leads for their business. It also takes almost no time to develop a campaign and special offer, so the return on investment can be high.
This year Dreamforce had 90,000 registrants and 48,000 attendees at the four day conference. The challenges of exhibiting or attending The Cloud Computing Event of the Year as a vendor is to stand out from other exhibitors and solution vendors. We leveraged Foursquare to interact, share, and meet up with prospects based on their physical attendance at Dreamforce.
Here’s how we captured the attention of those Dreamforce attendees 2,613 times during the event:
There are simple steps you need to do to get started:
- Claim your venue. Search for your location, check to see if it is owned. Claim it.
- Create a special. Foursquare has a range of different types of Specials designed to get new customers to the venue, endorse specific promotions, or reward your most loyal customers.
- Refine campaigns to maximize business. Track your activity by checking the real time statistics on the manager dashboard to see which type of special and what kind of special is driving the most traffic to your location.
These are five types of Specials you can offer as a venue manager to attract new customers:
- Newbie Special: A way for businesses to entice new customers to give them a try.
- Check-in Special: A catch-all Special for various types of promotions.
- Flash Special: Target a specific time of day or create a sense of urgency.
- Friends Special: Incentives groups of friends to check in together.
- Swarm Special: A way to reward large groups of users checked-in to the same location.
Optify offered two Specials during Dreamforce to drive awareness and capture leads. Here is one of the Check-in Specials offered.
Users discover Specials two different ways:
- To help users find specials, Foursquare shows them some in the nearby area. When users load up their Explore tab in the mobile app, there is an option to only view nearby places with active specials.
- When a user checks in to your business, they’ll see that you are offering a Special
Foursquare’s local updates lead businesses push specials to users when they are near the venue. Businesses send you a text, photo, or special updates that clue you into what they’re offering, even when you’re not physically there.
If you’ve liked a business on Foursquare or checked into one several times, you’re considered a loyal customer, and will automatically start receiving their updates.
Here are two updates Optify shared during Dreamforce:
Tip: Make sure you are sharing updates that are relevant to the users who check into the venue. These two offers were relevant to the audience attending Dreamforce. Many session themes of the conference were about validating social media as a means for marketing and ways to use social media to increase leads to drive more sales.
Once you become a Manager of a venue, you have access to the Dashboard, allowing you to track your venue traffic over time.
Claiming your Venue allows you to see a full set of real-time data about your customers, including:
- Total daily check-ins over time
- Your most recent visitors
- Your most frequent visitors
- Gender breakdown of your customers
- What time of day people check in
- Portion of your venue’s foursquare check-ins that are broadcast to Twitter and Facebook
Here are the Dreamforce 2012 venue statistics on for the entire conference.
Looking at the public Dreamforce 2012 venue page, you can see:
- Total number of people who checked in
- Total number of check-ins
- The Mayor of the venue
- Photos people are sharing
- Tips for the venue
In addition to the publicly available data, here are a few revealing facts from the dashboard that the Manager only has access to:
- 25% of users share their check-in with their social networks.
- The percentage of sharing on Facebook and Twitter are relatively the same.
- The 2,613 check-ins represented 1,075 unique users which means people are fairly consistent, checking in more than one time.
- 68% of the people who checked in were male, 32% female.
- People started checking in 12 days before the conference even started! A total of 159 check-ins pre-conference.
Are 2,613 total impressions and 1,075 unique impressions significant numbers for marketing?
A December 2011 study from Forrester Research found that just 5% of U.S. adults use any location-based check-in services, which means the number of check-ins to expect for 48,000 Dreamforce attendees is 2,400.
Getting 2,613 impressions for FREE just by claiming the venue sounds like a great deal to me.