The document summarizes research on the use of Foursquare by local businesses and individuals in the Netherlands. It finds that while the Foursquare user base is small, users are very active. Most businesses can already be found on Foursquare, and many are checked into regularly, though few businesses actively claim and manage their Foursquare profiles to offer promotions. The tips feature is used, but tips vary in perceived usefulness. Further research will monitor developments over time for other types of businesses.

1. Foursquare
in
the
Netherlands
LBMA
event
September
27
2011

2. About
the
research
Media
Intelligence
Lab
Research
– Social
media,
usage
&
local
businesses:
what’s
the
situa<on
in
the
Netherlands?
• Foursquare
• Yelp
• Facebook
• Google
places/
Google+
• Feest.je
– Research
among
337
restaurants
and
255
Foursquare
users
in
the
Netherlands

3. About
the
Roamler
assignment
Roamler
Foursquare
assignment
among
455
Foursquare
users
in
the
Netherlands:
“Check
in
at
a
public
loca<on
you
like,
make
a
picture
and
answer
some
ques<ons
about
it”

4. What
is
Foursquare
about?
• Checking
in
– Venues
– Businesses
– Specials
• Sharing
– Profiles
– Friends
– Tips
– Facebook/
TwiWer
• Game
– Mayors
– BuWons

5. About
Foursquare
• Loca<on
based
service
• Founded
by
Crowley
and
Selvadurai
• Started
in
march
2009
(US)
• 10
million
users
worldwide
(june
2011)
• 150.000
users
in
the
Netherlands
(es<mate)

6. Venues
• Anyone
can
add
a
venue
• Claiming
a
venue
can
be
done
by
businesses
only
• What
kind
of
venues
people
check
in
to?

7. StaDons

8. Supermarkets

9. Theaters,
fesDvals
and
stages

10. Shops

11. Retail
shops

12. Offices

13. Cafes
and
restaurants

14. Parks

15. ..and
even
churches

16. Business
venues
on
Foursquare
• How
many
business
venues
have
been
added?
• How
many
business
venues
are
claimed?
• How
many
businesses
venues
are
they
checked
in
to
and
how
ocen?

17. How
many
business
venues
present?
63.2
%
of
restaurants
could
be
found
in
Foursquare
n=337

18. Business
venues
claimed
4.4
%
of
restaurants
actually
claimed
their
loca<on

19. Business
venues
checked
into
• 71,1
%
of
listed
restaurants
have
been
checked
into
• Listed
restaurants
were
checked
into
42
<mes
• This
was
done
by
23
people
on
average
per
restaurant
n=337

20. Business
venues
ac<vity
Mayors
71%
of
the
restaurants
has
a
mayor
Tips
41%
of
the
restaurants
been
<pped
by
people
n=337

21. How
acDve
are
Foursquare
users?
• Did
they
upload
their
profile
picture
?
• Connected
with
TwiWer
and
Facebook?
• Are
they
mayor?
• Number
of
check
ins?
• Tips
lec?

22. AcDvity/
InteracDon
Profile
picture
57%
of
Foursquare
users
uploaded
a
profile
picture
Mayorship
31%
of
Foursquare
users
is
crowned
a
mayor
On
average
Foursquare
users
are
the
mayor
of
1,6
venue
n=225

23. AcDvity/
InteracDon
ConnecDon
with
Facebook/
TwiTer
Half
of
the
Foursquare
users
connected
their
account
to
their
Foursquare
and/or
TwiWer
accounts
Check
ins
75%
of
Foursquare
users
has
ever
checked
in
n=225

24. Check-­‐in
behaviour
n=225
On
average
they
checked
in
135
<mes

25. Tips
How
many
<ps
are
given
for
the
venue
you
checked
into?
Venues
had
almost
9
<ps
on
average
Were
the
<ps
useful
for
you?
n=238

26. Useful/
Not
useful
Why
not
useful?
No
real
content
Mostly
commercial
messages,
not
interes<ng
Why
useful?
Check
in
and
earn
a
Heineken
On
a
big
fes<val,
it’s
nice
to
receive
beer
if
your
FSQ
profile
is
I
got
the
WIFI
connected
to
your
Heineken
password
in
the
KLM
<ps
from
others
on
stages,
food
and
account.
Some
great
online
lounge
marke<ng!
drinks

27. Conclusions
• User
base
quite
small,
but
very
ac<ve
• Majority
of
businesses
can
already
be
found
on
Foursquare
• Most
of
the
restaurants
are
already
being
checked
in
to,
have
mayors
and
are
<pped
about
by
customers
• LiWle
of
the
studied
businesses
seem
to
be
aware
of
the
possibili<es
offered
like
claiming
and
offering
special<es

28. Next…
• Next
Research
update:
developments
over
<me
• Other
branches:
shops,
professional
services
• More
facts
and
figures
available
in
our
Social
Media
Monitor
MKB
(expected)

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you
like
to
know
more?
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