While Your Audience Checks In, Are You Checking Out?

I have a strange relationship with Foursquare; I use it compulsively, though the reasons why I do that are unclear.

I check in at restaurants, movie theatres, shopping malls, and even at the veterinarian. I hadn’t realized how obsessed with the social check-in service I had become, until the day that I pulled out my phone upon arrival only to have my husband quip, “checking in?” The fact that he has little understanding of social media yet has learned the nature of my frequent habit is clearly a bad sign.

Taking a step back to evaluate, I wonder, “What’s really in it for me?” While it did feel pretty darn awesome being momentarily crowned Mayor of my hair salon, it didn’t last long. Like many, I enjoy the idea of documenting the places that I have visited; I can look back to remember the name of the restaurant with the awesome burritos, or simply have an alibi as to where I was on Thursday night. There is also something oddly satisfying about earning those badges. It’s the little things in life.

Social check-in services aren’t just for retailers anymore. Folks like me look for reasons to check in anywhere and for any reason, which leaves tons of untapped potential for retailers and corporations alike. A recent study reports that only 5% of people use check-in services. While this is still a huge number (10 million and growing reportedly use Foursquare), there is always room for more. As of right now, it appears that participation has and will continue to grow. One year ago, 84% of people in a survey had never heard of any of the multiple location-based social media services. Flash forward to a year later, where that number is down to 70%.  By this time next year, we can only expect that percentage to continue to shrink.

Retailers & Small Businesses

I know it’s tough to keep up with it all – many businesses struggle with finding the right content for their blog posts and Tweets. But when you work so hard putting it all together, don’t you want to show it off? Location-based social media is, in its own little way, a gateway to all of that. Jenny sees that a friend checked in to your business, and Jenny hadn’t known that you existed? You may have just gained a new customer.

Give those customers incentive to visit or make a purchase, and soon you’ll have them signed up for your newsletters, reading your blog posts, and actively participating on your Facebook wall – ideally.  Take a look at what some of these retailers are doing to implement the social check-in service, particularly Foursquare:

• Arby’s promoted their product by taking $1 off a newly-introduced sandwich for first time users
• Chili’s encourages groups to visit their establishment by offering a free appetizer when 3 or more check in from the same table
• Radio Shack offers 20% off any purchase for first-time users, and 10% off additional check-ins. Mayors receive 20% off their purchase

Businesses & Corporations Absent of a Brick & Mortar

Foursquare offers tremendous opportunity to online retailers and corporations alike. A great example of this is the recent partnering of American Express with small businesses. Users who check in with participating retailers are offered terrific incentives to use their Amex cards to make a purchase. Read all about it here. (http://socialnewsdaily.com/1008/foursquare-amex-team-up-to-offer-users-points/) American Express didn’t have a specific location that would allow a check-in, but they found a way to participate and offer encouragements for customers to give them their business.

Still, not all businesses have something to actually sell. But many do have recommendations that they are eager to share. Well-known brands like CNN, NASA, Windows Live and the History Channel are jumping on the Foursquare bandwagon with check-in guides and tips. Take a look at what they’re doing:

• Windows Live gives users tips on the best photo spots in the world; a check-in at one of these spots will unlock special badges and tips for taking professional-quality pictures
• The White House offers followers a glimpse into President Obama’s favorite places, what he did there and historical information. Who doesn’t want to live like the President?
• The History Channel lets you unlock special badges for checking in all over the world. Each check-in unlocks a historical anecdote – some in very unlikely places – you could really learn a lot!

…But I’m a Financial Firm!

Still don’t think you have anything to offer? Just because you don’t sell anything to the general public doesn’t mean that you can’t participate internally. Some companies are asking users to check in to events, like recent New Year’s Eve parties at some of NYC’s most popular clubs. Taking a page from that book, why not give your employees incentive to check in at your next retreat or meeting? The gratification may not be quite as instant or obvious, but just having your company mentioned on a social media platform could open a number of new doors; plus there’s the added incentive that you appear “plugged in” socially.

Trade shows are especially great for check-ins; it may alert clients who otherwise didn’t know the event was taking place. Even if you don’t offer anything tangible, many users are really interested in the “see and be seen” element that social check-in services offer. Using the service really is a great way to engage not only your customers, but your employees, too!

If I sound like an ambassador for Foursquare, it’s not intentional. Of course there are competing social media check-in platforms out there – Google+ recently entered the pool, and Facebook has had a check-in service for quite some time. The options for choosing a location-based social media app are always expanding, and it’s up to you to pick the right one for your business.

But really, with something that requires such little effort and opens businesses and corporations up to a whole new world of exposure, I can find no reason not to partake. Being active in the world of social media is so important these days and many of us work so hard to be relevant – what’s one more little platform?

[image: lululemon athletica]