Foursquare ........ are you in the game? Updated 13/08

Ok, so you are still trying to get your head around Facebook, Twitter, Linked-in etc etc etc and if you are using these Social Media sites for your business you are probably like every one else and not using them very effectively. In fact most companies have no idea how to use Social Media and treat their pages like they were electronic flyers with todays special and one sided conversations like who I had dinner with last night.

Well let me throw another one in the mix....foursquare! So why would I bring this one up out of all the Social Media applications that are out there? Because never before has Social Media been so directly targeted at our industry.

Here's how it works.... basically it is an electronic on line game where participants register every time they visit a business or a location and in return they can earn points and win awards.

Along the way they can earn badges but most importantly when you have visited the venue the most you become the Mayor of that location. 

This is one of the many elements that makes this really work. Human Nature brings out the competitive streak and when someone knocks you off as mayor the first thing you have to do is go back and regain your status.

So why is this so important for our industry? Restaurants, Cafes and Bars have the most to benefit from this game. The nature of the game rewards repeat business by itself but here is where it gets really good. By registering your business you can start to offer incentives. For example: every check in on foursquare gets a free snack with their first drink or 10%off the meal. 

Mayor programs can be even better: the Mayor gets free coffee until they are replaced or a free entree etc. 

Another benefit is that users can post tips on venues. So they can post a promotion that you are holding or a band or just how good the seafood buffet is. Instant PR

But this is just for kids and your customers wouldn't be interested right? WRONG!

Although I don't have accurate figures on current users and foursquare is in it's infancy, here are some interesting facts about social media:

• There are over 97 million Facebook users in Asia
• Hong Kong has 3.5 million Facebook users
• 34% (1.2 mil) Hong Kong Users are aged 25-34
• 14% (500,000) Hong Kong users are aged 35-44
• The split is 50/50 Male and Female
• World wide the average age of a Facebook user is 38
• World wide the average age of a Twitter user is 39

Personally I don't know anyone under the age of 25 that is using foursquare in Hong Kong.

Admittedly it is early days but social media has a special way of rewarding early adopters but a word of warning! You need to adopt a different approach to social media than your traditional advertising and PR in order to get good return on investment.

If you would like to know more about foursquare or social media send me an email at deanaslin@saveurs.com.hk

You can get more information and register your business here:
http://foursquare.com/businesses/

Thanks to facebakers.com and @noozeeland

Dean Aslin is Marketing Manager at Saveurs and is responsible for the the social media management for the company. Dean has over 20 years experience in Marketing, Sales, Customer Service and Retail.

Update: 13/08/10
For some good and bad examples of promotions goto http://ht.ly/2p3Wu