July 11, 2012

Foursquare Connected Apps

Filed under: Digital Strategy,Marketing,Social Media — Emily Reeves @ 3:07 pm

“Foursquare is setting itself up as mobile users’ go-to app for socializing around a location.” - TechCrunch

Discovery, serendipity and exploration are all words that Foursquare has been using to describe the promised evolution of their location-based check-in app to a tool that gives you more. Foursquare has delivered on that promise with the introduction of Connected Apps.

Connected Apps are apps that function within Foursquare and are triggered by check-ins. The examples provided by Foursquare:

“For instance, Eat This, Not That can suggest healthy dishes the moment someone checks in at a restaurant. Or The Weather Channel can tell people the forecast when they check in to a new city.”

These kind of apps expand and enhance the user experience, providing them with information, suggestions and revelations they might not otherwise have encountered. The information delivered is customized for that user’s location and delivered exactly when it is relevant to them to make a decision about how to interact in and with that location.

This addition gives users a new reason to check-in and could drive increased use of the app. With these check-ins, Foursquare continues to grow its database of user preferences to further power its recommendations for new business, products and services nearby, making it a more valuable tool for businesses and brands to engage with consistently.

“Foursquare is setting itself up for an interesting niche in the future of the mobile/local/social web. Facebook is the network of people, but Foursquare’s Connected App platform could see itself turning into the network around places. For a service that’s struggling to remain relevant as the lure of gamification wears off and the local offers plan fizzles, becoming the go-to app for the location-based social web is not a bad position to take.” - TechCrunch

It will be interested to see how brands and marketers take advantage of this opportunity to communicate messages within the Foursquare app about new products, services and surrounding opportunities to the location where the user has checked in. I see brands partnering with the third party apps, not Foursquare to create their own apps. For example, restaurants might partner with a travel app to negotiate recommendations for their restaurants in cities where a user checks in. Or gyms might partner with the healthy eating app to push messages about nearby workout facilities. The possibilities are many.



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