Agent for the Arts

foursquare for marketing

So I started using 'foursquare' a couple weeks ago and I'm glad I did! If you haven't heard, it's a "let's turn real life into a game" website and smartphone application. The idea is to use your phone to update your location and compete with your friends on who can visit more places more often. You get points for unlocking different badges as you travel and add tips or suggestions for others.

I'm not really good at the game... even though I'm always on the road and away from home, I constantly forget to update the application. But I've been really interested in the marketing implications of this fun, rapidly-more-popular game. One part of foursquare allows people to add tips and suggestions. For example, one of my Top-12 things to do in Corning, NY is: "Try the mint St. Patty's Day cookie at the Black & White Cookie Cafe." When tourists check their foursquare application (which recognizes their location based on GPS and cell phone towers), it will give them my suggestion.

Imagine visiting a small town or city you've never been before... and there are hundreds or thousands of foursquare users providing insider tips on how to enjoy your visit. It would be like carrying around your own personal guide of "Diners, Drive-Ins, and Dives" provided by the people who know best.

If you're not already playing, check out foursquare.com and give it a shot. If nothing else, it's a lot of fun - and you'll probably beat my point total each week. That reminds me... I have to update my location. Cheers!

Pros and Cons of a Facebook Fan Page

You never hear that there are potential negatives to setting up a fan page for your business, but there are. Of course, the pros generally out-weigh the cons, but that doesn't mean they should be ignored. Take a look at the lists below before jumping on board:

PROS

• More Searchable Content
  Wherever you can get your name and information on the web, you should. Search engines aren't biased; if they find fresh, relevant information on your Facebook page, it will appear right up there with the stuff from your website.
  
• More Links to your Website
  Every time someone creates a link back to your site, you're getting SEO credit. When you use your Facebook fan page to drive traffic to the original site, you'll get better search engine rankings.
  
• Measurable Word of Mouth
  Word of mouth used to be the vague, magical advertising method that everyone swore was making a difference, but no one was able to measure. With Facebook insights, you can see whenever people share your links and content with their friends.
  
• Brand Support
  FBML, or the customizable code that is currently available on fan pages, can be used to drive home your company's look and feel. Match your colors and messages to your website to maintain consistency in branding.
  
• 200,000,000+ People
  In 2009, Facebook leapt over the 200-million-user mark. In order to access that database, you have to be present.

CONS

• More Time or Resources
  True, Facebook is free - but your time is not. If you're going to do it right, someone within your organization has to commit to the proper amount of maintenance and updates. If you can't spare the time, you might have to spare the cost for a consultant.
  
• Open to the Public
  An open forum is not always a good thing. Before building a fan page, you have to accept that others will be able to comment and share their thoughts (or displeasures) about your business. Make sure you can provide quality customer service and open lines of communication.
  
• Relative Learning Curve
  If you just finished setting up a personal profile and you're overwhelmed at the thought of doing it all over again for your business, you know what I mean. In this case, maybe you can find a young professional (or family member or friend) who's willing to walk you through the necessary steps.

It sounds great up front, but make sure you and your employees are ready to properly manage a fan page. You already have the business and communication skills - sometimes it just takes a bit of translating to "social media language."

Does 'Slacktivism' Count?

Yes.

In case you haven't heard, slacktivism (sorry for misspelling it earlier as slactivism), is the term used to describe those who support causes and organizations through social media and internet tools. For example, a Facebook user who becomes a fan of the Susan G. Komen Foundation is a slacktivist. A friend of that user who 'likes' the status update is also a slacktivist.

But according to a great article in the Buffalo News, the term is also used to describe someone who donates to an organization via the internet. Kiva.org is an example of a site where users can donate as little as $25 to fund entrepreneurial ventures halfway around the world (if you check out this site, join the "Stuff You Should Know" team - great people involved there).

Slacktivism counts because it allows anyone and everyone to get involved in the things they care about. By getting involved, I mean everything from sharing or clicking a link to donating time and money. The littlest involvement used to be a dream come true for marketers - word of mouth! Now, that's become the easy part... today, it's about turning slacktivists into customers, donors, and volunteers.

Everyone has a story to tell

At St. John Fisher College, I was happy to write for the Cardinal Courier (the campus newspaper). My column was based on the stories of randomly-selected students. I would sit in public areas around campus and wait for unsuspecting individuals to stroll by... then I'd approach them and simply ask, "what's your story?" [Today, the column is called 'Fisher Faces' and is written by Jessica Stokes - check out the latest story here.]

Most people would be stunned at first, and almost everyone insisted they didn't have a story worth sharing. "My life is boring," or "I'm the same as everyone else." However, with my journalistic expertise, I always extracted a fascinating story. Always.

One student shared his aspirations for starting a mechanic business, and had already been working for several customers in his garage back home. Another talked about the loss of a close family member and how it completely changed her outlook and life-long goals. One girl was extremely lucky, having won a new car and a furnished downtown apartment in two separate contests (when I followed up with her months later, she was on her way to a local radio station to collect a modest check for being the right caller).

Don't insist you have nothing to share and don't let your story get lost in the crowd. Everyone has a background that makes them who they are, and every business has a history that has shaped its current state.

Everyone has a story - what's yours?

The 3/50 Project

I'd like to take this opportunity to promote a nation-wide effort to "buy local." The 3/50 Project supports local entrepreneurs by encouraging shoppers to spend their money at home. Check out their website...

Basically, the project is creating awareness for how money flows through our economy...

For every $100 spent in independently owned stores, $68 returns to the community through taxes, payroll, and other expenditures. If you spend that in a national chain, only $43 stays here. Spend it online and nothing comes home. - 3/50 Project flyer

Just something interesting to think about as we close in on the holiday shopping season. Cheers!