It’s probably obvious to those of you that read this blog that I am very interested in the changes social networks like Facebook and Twitter will have on the travel industry. Although Twitter and Facebok alone are extremely powerful tools, it’s really their integration with websites and apps (Travellr with Twitter for example) that give these social networks the vehicle the travel industry needs for successful social marketing. With this thought in mind, I took the plunge and downloaded the Foursquare app for iPhone. I had been avoiding doing this for quite some time, but the need to analyze its potential eventually won out. I hadn’t been avoiding the app because of the alleged home security concerns, but more so because of its users tendency to fill my Twitter stream with location updates (and I didn’t understand it).
In the design departement Foursquare have done a really solid job – the interface is a simple, familiar experience. The layout is intuitive, meaning you’ll be racking up the badges in no time. I won’t go too deep in to the rewards and recognition aspect of the app, but having a motivational points based system is an important factor in Foursquare’s rather quick rise to internet fame.
What I found the most intriguing about Foursquare was its seemingly unlimited potential and more importantly, its possible integration in to the travel arena beyond its obvious use a trip planning/recording tool. While “Checking in” for lunch with my wife, a message let me know that another nearby restaurant was giving discounts to Foursquare users, tempting me to take my patronage elsewhere. If we were to apply these location based, hyper relevant marketing techniques to hotels and attractions, it becomes clear there could be a new playing field emerging that will challenge businesses not at the forefront of social media marketing.
Personally, I don’t see this as an important distribution channel (for the time being) and I don’t think it will overtake any traditional sales models. I do think those who ignore opportunities like Foursquare are handing an advantage to their competitors. It may not be a huge advantage from a profit perspective, but the implications of being seen as, “Anti social media” can be dire. I may be biased due to my social circle, but businesses that “Just don’t get it” when it comes to new technology feel old and out of touch, meaning its not just about sales, it’s also about brand awareness and strength. In a time of post financial crisis revival, a bit of extra brand strength is something we could all use more of.
Can Foursquare change travel marketing?
In the design departement Foursquare have done a really solid job – the interface is a simple, familiar experience. The layout is intuitive, meaning you’ll be racking up the badges in no time. I won’t go too deep in to the rewards and recognition aspect of the app, but having a motivational points based system is an important factor in Foursquare’s rather quick rise to internet fame.
What I found the most intriguing about Foursquare was its seemingly unlimited potential and more importantly, its possible integration in to the travel arena beyond its obvious use a trip planning/recording tool. While “Checking in” for lunch with my wife, a message let me know that another nearby restaurant was giving discounts to Foursquare users, tempting me to take my patronage elsewhere. If we were to apply these location based, hyper relevant marketing techniques to hotels and attractions, it becomes clear there could be a new playing field emerging that will challenge businesses not at the forefront of social media marketing.
Personally, I don’t see this as an important distribution channel (for the time being) and I don’t think it will overtake any traditional sales models. I do think those who ignore opportunities like Foursquare are handing an advantage to their competitors. It may not be a huge advantage from a profit perspective, but the implications of being seen as, “Anti social media” can be dire. I may be biased due to my social circle, but businesses that “Just don’t get it” when it comes to new technology feel old and out of touch, meaning its not just about sales, it’s also about brand awareness and strength. In a time of post financial crisis revival, a bit of extra brand strength is something we could all use more of.