SUZANNE CORDEIRO's posterous

Ever wondered if using location based apps such as Foursquare, Gowalla, Whrrl, Brightkite, Loopt, SCVNGR and now Facebook Places can give your business some leverage?  Although designed to help users find new and fun ways of exploring your city, you may want to consider using them as a valuable marketing tool. Finding cash in your budget is sometimes a challenge so get creative and use these apps to your advantage.  The user base is still relatively small but growing FAST and incredibly loyal.  As business owners, we all recognize the value of a loyal customer who will go out of his way to help promote your product or venue via “social media word of mouth”. 

What exactly are these check-in apps?

Simply described, they are all location-based mobile social networking games.  They allow the user to use their mobile phones to alert friends of their exact whereabouts.  Users can build a network of friends and share their location and experiences using these platforms.  Users can also connect with existing Facebook and Twitter friends and update them on their activities and share in their experiences.

As you check into places, you are given the opportunity to post comments, reviews, post pictures, and shout out deals and discounts offered at that venue.  Depending on the platform, users who check in often are rewarded with special discounts, badges or a Mayorship (Foursquare) to a particular venue. 

Why should I use them as a business owner?

By engaging with mobile customers and posting specials, events, discounts or prizes, your customers will eagerly enter your establishment and show you they are “checking-in” to your business.   You can show extra love to customers who have checked in a set number of times or promoted your business with positive feedback.  Loyal customers will go out of their way to also Tweet and Facebook great deals and events to their friends and followers.  As an example, Starbucks teamed up with Foursquare to offer customers rewards with great success: Starbucks teams up with Foursquare 

Where and how do I start?

If you are located in a large city, chances are your venue has already been listed.  If that’s the case, make sure that all of the information is correct.  If not, add your location and all the details required.  Foursquare allows you to set up your business account and post a special that users will see every time they check in anywhere near your venue. 

Like any other social network, you need someone to communicate with.  Add your current friends and contacts from your Gmail, Facebook and Twitter accounts.  Although you should use all three avenues, the majority of your friends will come from Twitter since that will most likely be the highest % of people using those apps. 

Once that’s done, you are NOT done!  You need to get active and engage your customers and do what I like to refer to as "Go Back to Grassroots in a Modern Way".  Get to know your past, present and future customers because they can truly influence the direction of your business decisions.   Here are some ways you can do that:

1.  Get users & friends to shout out: There is nothing better than customers doing your advertising for you. Engage and ask your friends and followers to "shout out" and tell their friends about your promos.  They can tweet or Facebook on their profiles as well.  So, start with your own social media friends and encourage them to shout out and you will see how amazingly fast your promos will be advertised in the social media world.  In the process, you will meet and make new friends as well.

2.  Get creative and think up some fun activities:  Social media users like to have fun, get competitive, and share some good deals.  Create some unique tips list or to-do lists with a touch of fun and humor for these app users.  You can create contests and scavenger hunts and offer small rewards to the winners.  Not only is this fun, but it promotes creating those special on-line relationships which more often then not increase loyalty to your business.   There’s no better reward as a business owner than having people come into your business and personally ask for you because of your social media relationship.  I still hold and value many of the friendships I have made that way.

3.  Cross promote with other businesses:  As a business owner, you have a responsibility to lift up other business owners in your neighborhood.  Regularly check into their establishments and promote their venues as well.  You’ll be amazed how quickly the favor is returned. 

4.  Advertise that you are using these mobile location apps:  The problem with this type of social media is that people often forget to check in, or assume that many venues are not using them to promote their business.   Location based tools are fairly new but intriguing to those who have yet to use them.  I like advertising our Twitter, Facebook Foursquare and Gowalla ID's absolutely everywhere.  It should be on every business card, t-shirt, billboard, websites, company car, front door of the business etc.   It's as important as your phone number.  Don’t be afraid to promote your involvement with these applications.  If your customer is having a positive experience in your store or restaurant, for example, he or she will gladly pull out their mobile phone and recommend your business right there on the spot.  They may even take a picture  and post on-line while they are at it.  Those recommendations are amazing for business! 

So what are you waiting for?  Jump in now and set up your business account and get started.  Social media users are helpful as well so do not hesitate to tweet a question when you have one.