PDF. Executive Suite Success Magazine. September 2010. Foursquare is a growing social network that incorporates geolocation into your social community. This article in particular discusses how office business center owners can utilize this newly-adopted network to generate buzz and build a brand identity.

1. 13Executive Suite Success Vol I, Issue 3: Sept 2010
ProfitfromMarketingYour
LocationswithFoursquare:
HowMobileandSocialMediaCanRedefine
OBCMarketing
Just when we think we’re
getting acclimated to the
changes that technology
throws at us, developers
exercise their sense of
humor and change the
game all over again. Not
only is technology evolving,
but devices are becoming
smaller, more mobile, and
more powerful. Sure, keep-
ing up can be confusing and
frustrating at best, but like
every story, there are two
sides to consider.
Your
new iPhone, Blackberry,
or Droid is becoming even
more obsolete as you read
these words.
The
potential for your social
media marketing strategy
just increased overnight.
As of right now, there are
over 500 million Facebook
users, 15 million active
Twitter users, 60 million
LinkedIn professionals, not to
mention 34.2 millionSmart-
phone users that have access
to all of these platforms
from their mobile phones.
With the amount of mobile
and social media users grow-
ing every year, allocating
time and dollars to mobile
and social media market-
ing budgets is becoming
more of a necessary reality –
whether we like it or not.
As if the growth of market-
ing demands increasing isn’t
overwhelming enough, the
number of social networks
keeps growing as well: Fa-
cebook, Twitter, LinkedIn,
WordPress, Google Buzz,
MySpace, etc. We are told
that we are “supposed to”
endure this frustration by
being present on most of
these sites, and yet, do we
really see the compelling
evidence as to why they
pay off? As a challenge
for everyone, there is yet
another powerful social
network to add to the list:
Foursquare. However, the
GREAT news for OBCs
is that Foursquare is a
cost-effective solution to
the headaches that lie in
jumpstarting a strong social
media presence.
What is Foursquare?
Foursquare is a location-
and mobile-based social
network that not only
allows you to check into
places all over the world
from your computer or
mobile device, but adds a
competitive twist as new
adventurers and frequent
regulars are rewarded with
“badges” and “mayorships.”
The games aside, Foursquare
is a network on which users
can share tips, recommenda-
tions, and feedback about
specific locations all across
the globe. For example, say
a business owner frequents
her local Starbucks every
day before heading into the
office. Since we are all
creatures of habit, this busi-
ness owner probably knows
each barista by name, has
nailed down her favorite
drink, and has plenty of
great experiences that she
loves to share with her
networks. Now, with
Foursquare, this same
business owner has the
ability to share her experi-
ences and input with her
Foursquare, Facebook, and
Twitter communities simul-
taneously; all in the time
it takes to pull out her cell
phone and wait in line.
The Social Implications
of Foursquare
Due to the mobility,
accessibility, and growth
of the location-based social
network, Foursquare can
enhance your social
presence and reinforce your
brand identity through the
strategic use of location.
When strictly going social,
Foursquare cannot promise
sales or increased revenues,
but CAN provide you with
the ability to build a culture
and identity around your
locations that technology
didn’t allow before
“Withtheamountofmobileandsocial
mediausersgrowingeveryyear,
allocatingtimeanddollarstomobile
andsocialmediamarketingbudgets
isbecomingmoreofanecessary
reality–whetherwelikeitornot.”
Continued on page 24

2. 24 Executive Suite Success Vol I, Issue 3: Sept 2010
continued from page 10
What’s In it For Them…not you.
Jot down a list of things you may
want to use as follow up “touches.”
Then narrow it down to seven and
write letters or scripts to accompany
each one. Save each in a file on your
desktop (or better yet, on a shared file
system so your managers and other
staff members have access) num-
bered “Touch #1: Email”, “Touch
#2: Call”, and so on. (For a FREE
Prospect Inquiry Follow Up Outline
template, email info@revvedresults.
com.) Keep tweaking your touches
until your response rate gets better
and better and then stick with it.
The two most important aspects
of your prospect inquiry follow
up plan:
1. Be Immediate and Memorable
with your initial follow up.
2. Be Consistent and Add Value
with each follow up “touch”
thereafter. (No more of those
“just checking in to see if you’ve
made a decision” emails!)
Once you have your magic formula
in place for a high percentage
conversion of inquiries to tours,
next up is to create that you-won’t-
want-to-go-anywhere-else tour
experience with a powerful sales
questioning process. But first things
first, focus on perfecting your initial
prospect inquiry follow up and
you WILL see an increase in
scheduled tours.
Lisa Engelmann, CEO of Revved
Results, Inc., and Editor-in-Chief of
Executive Suite Success, is an engag-
ing, out-of-the box thinker who
speaks on both strategy and imple-
mentation to improve performance.
Lisa Engelmann and Lisa Olsonoski
are co-founders of Revved Results,
Inc., a professional coaching &
training company. They work with
office business centers to improve
their marketing and sales results, find
& retain more tenants, AND gain
a competitive edge through train-
ing sessions and the Revved Results
Mastermind Program (exclusive to
executive suite owners and opera-
tors). Email info@revvedresults.com or
call 612-337-9599 with questions!
By Lisa Engelmann,
CEO of Revved Results, Inc.
Michael Gaspar
Brand-Conscious
Social Media Director
michael@blackjade
creative.com
Rose Mulroney
Impact-Generating
Creative Director
rose@ blackjadecreative.com
773.485.5815
www.bloomandblog.com
continued from page 22
brokers and virtual office companies.
Inform them about your current
promotions or any changes that you
are making at your locations – the
more accurate information they
have, the better they can sell
your center!
Martin Senn Chief Operating
Officer, Davinci Virtual
Office Solutions
Martin leads the design, implemen-
tation and management of all
technologies and business operations
for Davinci Virtual Office Solutions.
He has over 20 years of technical,
operational and managerial
experience. His expertise includes
the development and deployment
of telecommunications, call center
applications & Internet technolo-
gies for several private and public
companies.
Davinci Virtual
2150 South 1300 East, Suite 350
Salt Lake City, UT 84106
Phone: (801) 990-9200
Email: msenn@davincivirtual.com
Web: www.davincivirtual.com
www.davincimeetingrooms.com
continued from page 13
Since location technologies have
become more advanced, Foursquare’s
use of them not only allows your
locations to be seen on a map, but
allows those looking to see their real
value. As of right now, Foursquare
is receiving more than one check-in
per second. Within each second is the
possibility that the social landscape
could be landing at your front door.
Foursquare has definitely changed
the game in the respect that its design
actually has the capability of bring-
ing traffic to your doorstep. Not
only has location-based social net-
working changed how businesses
interact with their targets, but it has
provided a platform on which OBCs
can reinvent their marketing strate-
gies. Where microblogs, tweets, and
professional networking once ruled
the social landscape, the “check-in”
is the next step in redefining your
social media presence. (For a COM-
PLIMENTARY article on “Questions
You Want to Answer Before
Jumping Into Social Media”, email
rose@blackjadecreative.com.)
Even though the possibilities of Four-
square may have you wanting to dive
in right away, integrating a social net-
work into your marketing strategy is a
holistic process. If time, frustration,
or knowing where to start are any
of your concerns, outsourcing this
piece of your marketing strategy is an
inexpensive and high yield alterna-
tive. There are companies popping up
all over that cater to setting up small
businesses with social media outlets
but be SURE to work with someone
who 1) understands your industry
and specific needs and 2) can maxi-
mize your ROI by starting with
a strategy to building your brand
in social media.