A Ridiculous Foursquare Mission and Its Possibilities
So I just got back from doing something more than a little ridiculous.
It’s Foursquare Day (4/16, get it?) and this morning I saw via Twitter that people were unlocking a Foursquare Day badge somehow. I’ve become mildly addicted to Foursquare, to the extent that a 40-year-old father who can’t handle too many late nights in a row anymore can be, so of course I was immediately curious to see if I could get this badge. A quick Google search revealed that I could get it by checking in somewhere and shouting (i.e. sending a quick message to my Foursquare friends) “Happy foursquare day!”
Before I quite realized what I was doing, I was tallying up some errands. I decided I’d go down to Dumbo, the next neighborhood over from mine, where I’d mail something, go to the bank and get something to drink at Starbucks — where I could check in and claim my Foursquare Day badge. (I could have just cheated and checked in somewhere remotely, but that seemed wrong.)
There’s another Starbucks closer to my house. So why did I go to the one in Dumbo? Because among other things, if you visit five different Starbucks you get a Barista badge from Foursquare. The Dumbo one would be my second.
Here’s the thing: I don’t particularly like Starbucks.
In fact, I don’t even drink coffee.
You’re thinking this is insane behavior, and I have to agree. Yes, I’m mildly OCD and have a collector’s mentality. But I’m far from unique: Foursquare has been adding 50,000 users a week of late. This is insane behavior that’s worth taking notice of.
Look what I did to earn a badge that is nothing but colored pixels: I left my house when I hadn’t planned to, walked 10 minutes in a direction I wouldn’t normally have chosen, and bought a hot chocolate ($3.21) from a place I don’t normally patronize. One of the surest tests of a valuable product or service is if people will change their habits to use it, and Foursquare just passed that test with flying colors. (The trip wasn’t entirely silly: Near Starbucks I discovered an excellent Mac store I’d never seen before and stopped in to take a look. I’ll be back. Of course I checked in via Foursquare there, too and left a tip for other users that it looks like a good place.)
If I were a news organization, I would look to take advantage of behavior like mine posthaste. One of the ways news organizations can reconnect with valuable local audiences is to try to reclaim their places as the default places to find out what’s going on — to build out really great event calendars, guides to restaurants and bars, and so forth. Social media has emerged as a key player in how people decide what to do and where to go, and news organizations can leverage that.
Suppose your news organization partnered with Foursquare to create local badges based around food, shopping, nightlife, tourism and other things: For example, people who followed your organization on Foursquare and visited five restaurants recommended (or just reviewed) by you got a special badge. You’d get a bevy of people willing to have a relationship with you, as well as demographic information about them. By establishing that relationship, you’d have an opportunity to get those people to visit your site and engage with you. You’d have a chance to build loyalty and create value. All because people want little badges.
This isn’t new: The New York Times experimented with Foursquare during the Vancouver Olympics. Foursquare has deals with Zagat, Bravo and HBO along the lines I described. I’m not particularly loyal to any of those three companies, but I follow them on Foursquare so I can get their badges. Am I more receptive to their offerings because I’ve done that? Well, I just changed my daily habits and walked to another neighborhood to spend more than $3 at a coffee place when I don’t drink coffee. You tell me.
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