Location-based services are changing social media marketing in a big way. The phenomenon of the real-time “check-in” -– and the value associated with it -– give marketers a rich new vein of customer interaction and information to tap. Foursquare is a leader in the growing space of location-based services, and BART was one of their first brand partnerships. Since then other brands from media (HBO, New York Times at Vancouver Olympics) to education (Harvard) and cuisine (Zagat) have joined in.
Tristan will give an overview of Foursquare and the brand representatives (BART plus one to be named) will talk about their experiences in partnering with Foursquare, and give practical examples of how location-based marketing has helped their businesses. They can also talk about the potential pitfalls and how you sell an early-adopter concept in your organization.
How do you navigate the nay-sayers who say “that’s too small a niche of customers to worry about” or question “how will you measure the results?”
BART, as Foursquare’s earliest brand partner, will have been at this for 9 months by the time of the Expo and can share results of market research it has done – for example, how using Foursquare has changed customers’ usage of its services and created opportunities for increased ridership. We also can talk about the issues faced when two partners have completely different corporate cultures and how you overcome that – how both in fact can benefit from it.
Melissa Jordan has worked at BART as senior marketing representative since June 2008. Her areas of responsibility include content management for the www.bart.gov website and development of BART’s social web strategy. She produces BART’s Twitter feed at www.twitter.com/sfbart and blogs at sfbart.posterous.com. Before joining BART, she spent two decades as a reporter and editor for news organizations including The Associated Press and the San Jose Mercury News. She is a graduate of Columbia University Graduate School of Journalism and the University of Georgia.
Tristan Walker is a student at the Stanford University Graduate School of Business and is vice president of business development for Foursquare.
Comments on this page are now closed.