The Revinate Blog

Foursquare Updates Privacy Policy: What Hotels & Restaurants Need to Know

Foursquare recently announced changes to its Privacy Policy that affect hotels and restaurants. Two notable changes, which will go into effect on January 28, 2013, are discussed in its new Privacy 101 document. Here's what the company has to say about the changes: 

1. Foursquare will now display full names. Currently, Foursquare displays both full names and first name and last initial (“John Smith” vs. “John S.”), depending on the usage. For instance, if you search for a friend in foursquare, it shows his/her full name in the results, but when you click through to the profile page you don’t see the last name. Foursquare says, "In the original versions of foursquare, these distinctions made sense. But we get emails every day saying that it's now confusing. So, with this change, full names are going to be public. As always, you can alter your ‘full name’ on foursquare at https://foursquare.com/settings."

2. A business on Foursquare will be able to see more of its recent customers. Currently, a business using foursquare can see the customers who have checked in in the last three hours (in addition to the most recent and the most loyal visitors). This listing is great for identifying customers and giving them more personal service or offers but since many businesses only have time to log in at the end of the day, foursquare will now show more of those recent check-ins, instead of just three hours worth. Foursquare says, "As always, if you'd prefer not to permit businesses to see when you check into their locations going forward, you can uncheck the box under ‘Location Information’ at https://foursquare.com/settings/privacy."

What do these changes mean for social media and community managers in the hospitality industry? First, there's an obvious benefit to being able to see a user's full name. With this information, which foursquare users have consented to sharing, you will be able to 'surprise and delight' more guests by looking up full names in your registration database. I will always remember when Dos Caminos on Third Avenue in New York offered me a complimentary drink just because I chose to share my check-in across my social network. Needless to say, this surprising gesture of kindness has caused me to share this story countless times over and drew me back to the restaurant several more times.  

The second implication of foursquare's new policy - increasing the duration of time that check-ins are visible to venue managers - similarly will improve a hotel or restaurant's understanding of its social media audience. What many hoteliers and restaurateurs sometimes overlook is that foursquare, particularly in major markets, not only sheds some useful insight into what your most mobilly-savvy customers like and dislike about your venue (e.g. tips) but also affords some handy demographic information about your check-in audience.

If you are a Revinate user, you are able to manage your foursquare account through the foursquare tab on the Revinate dashboard. Come January 28th, you will now have even more user data at your disposal about your guests. So what should you do in the meanwhile? Make sure that, if you haven't already, you add your foursquare venue(s) to your Revinate account and perhaps even try starting a Campaign. For some specific ideas on what works well on Foursquare, have a look at these examples.

What Hotels & Restaurants Should Know About Facebook Nearby Upgrade

Yesterday, Facebook announced upgrades to their mobile application's Nearby functionality for both the iPhone and Android. This upgrade now positions Facebook's mobile app much closer to Foursquare's recent local recommendation terrain, as users can search and find local businesses to visit, based on their proximity, by name or category. In addition to enhancing the application's local discovery functions, Facebook's Nearby also now comes with a 5 star ratings system for local businesses that is noticeably comparable to both Yelp's 5 point scale as well as Foursquare's recent 10 point rating system. 

Work to Be Done

So what does this mean for hotels and restaurants? Well, if your business doesn't have a Facebook page, you simply won't be searchable in Facebook's mobile app feature which, according to Facebook, has a user audience of over 600 million. Compare these numbers with Foursquare's audience of 30 million mobile users, and a concerted effort to focus on optimizing your page's profile information is imperative. With nearly 70 percent of Facebook's 13 million existing Business Pages inactive, there is a terrific opportunity to stay ahead of your competition and ensure social, location and mobile (SoLoMo) visibility within the application. 

The Details on "Nearby"

By clicking on the "Nearby" tab in your Facebook mobile application, you will be taken to a "Places Nearby" landing page, where a map of your current location plotted with local businesses listed. These local businesses are categorized and are searchable by: restaurant, coffee venue, nightlife, outdoors, arts, hotel and shopping. The venues that immediately populate on the screen are ordered by proximity and are only listings where other Facebook users have checked in. If any of your friends have “liked” or checked-in via Facebook at one of those locations, that place will be listed higher in your search results. 

Facebook describes the Nearby feature primarily as a way to "help people discover places near them based on their friends’ recommendations." In doing so, people can explore by category (ex: restaurants or hotels); connect to businesses directly from their phone (by liking, checking in, calling, or getting directions); rate the places they visit via a five-star system; and share their recommendations with friends."

Action Items for Hotels & Restaurants

With about one out of four Facebook users worldwide tagging at least one of their posts each month by location, the now two-year old ability to share your mobile check-in with others has clearly reached a critical mass. With half of Nearby visits coming from mobile users, Facebook has additionally overhauled the Places Pages design for mobile as well, which means more changes to pay attention to that have direct hospitality implications. Accordingly, here are some action items to tick off when conducting your audit of your hotel or restaurant's Facebook Places page. 

1. Update Your About Section: For hotels, this section must include all of your basic information (phone number, physical address, email address, description of your property and general facility information) as well as the all important website link. Be sure that this website link direct users to your mobilly-optimized website so that you don't miss the opportunity to capture more mobile traffic to your site. For restaurants, the same basic information from above applies, as well as ensuring hours of operation, price range, specialties, attire, services, and payment options are all up-to-date. While these categories do not differ from your desktop-accessible Facebook Business Page, they're important to review as the likelihood of receiving a positive rating may be contingent on these basic pieces of information. 
2. Update Your Category: This may sound self-explanatory, but particularly in the case of restauranteurs, categorizing your business can have a huge impact on the foot-traffic your dining establishment may receive. With over 20 subcategory options to choose from, make sure you're accurately representing the restaurant cuisine experience so not to disappoint the customer.
3. Encourage Ratings & Reviews: As is the case with every social media and online reputation management practice, the best way to generate more interest in your business is simply by asking. Don't shy away from encouraging your consumers to like, check into, rate, and recommend your place. Like Yelp, these ratings can have a significant impact on the consumer's likelihood to visit your establishment, as they are prominently displayed directly on the landing page of the business listing.  

If you find your hotel or restaurant is on Facebook Nearby but has not been merged with your brand's Facebook Business Page, OR is simply not showing up on Nearby at all, do not fear! To remedy this dilemma, Facebook offers a great couple of resources to help assist with this issue.

So let the Facebook updating begin! Let us know how much progress you're making and let us know if you're having any problems by hitting us up on Twitter!

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#WebWednesday Must-Reads

It's #WebWednesday everyone which means another round-up of interesting reads that we've come across that are worth paying attention to. In case you missed last week's edition, you can catch up on the news here. The articles below touch on news, trends and announcements pertaining to all of our favorite topics: emerging social media, travel technology, online review management and hospitality marketing. As always, we'd love to hear from you, so please feel free to share any comments in the section below and do stay connected with us on Facebook  Twitter, LinkedIn and Google+ 

Social Media Week 2012 kicks off next week from September 24-28 with live-stream events of more than 250 events

Twitter Redesign: A Picture is Worth 140 Characters and Maybe More $$$ 

Twitter profiles get a makeover / How to Change Your Twitter Header Image 

We'd Rather Engage in Person Than Through Twitter and Facebook, Says Study [INFOGRAPHIC] 

Rethinking the Guest Experience on a Subtle Level 

Can new life be breathed into QR codes as travel and tourism initiatives take off?

How Facebook Timeline measures up for brands

Foursquare Turns National Cheeseburger Day into a Way to Generate Social Good 

Hotel marketers weight in on distribution trends 2013 

Hotels Marketing Through OTAs 

Google Maps shows how we spent summer 2012

Changes to Foursquare

This week has been big for foursquare, the location-based-service integrated into Revinate. In an effort to help people stay connected with the places they love, foursquare launched 'Local Updates' yesterday, which is a free way for businesses to share the latest news about their venues with their customers.

Now, venues can share specials, photos and insider tips in a brand new way. New management tools let you quickly update your status and your updates will appear when someone checks into your business or views your location. In addition, the update will appear in your customers' friend tab because foursquare has changed the way 'friends' works so now anyone that has checked in or liked your business is a friend.

If you haven't logged into foursquare in a while to update your account, you should add that to your to-do list. They have made it easy to categorize your business, now differentiating between brands, chains and properties. You can also link your account to Facebook and Twitter so your updates can be shared across multiple networks.

How should you use Local Updates? Here is what foursquare suggests on its support site. "The best Local Updates are the ones that tell your story. They should serve as a natural extension of your existing communication channels. If you’re currently trying to promote a new item across other marketing channels, it would be beneficial to convey the same message on foursquare to reach even more customers. The best Updates are ones that include rich photos, since user tend to engage more with attention-grabbing images. When it comes to thinking about how often you should send Updates, keep in mind that you don’t want to overwhelm your customers with Updates. Depending on your business, it can be anywhere between 1 and 4 a week."

Get started today and keep us posted on what you think.

 

 

 

 

How Hotels are Using Foursquare

In April 2011, foursquare, the addictive location-based service for smart phone users, announced that there had been more than a billion check-ins on the platform. In addition, 500,000 businesses are using foursquare’s Merchant Platform to create “specials,” which are location-based mobile coupons. Many of those businesses are hotels and restaurants looking to drive awareness and increase loyalty with regular customers.

The Distrikt Hotel in New York’s garment district has always been at the forefront of social media. They actively engage with prospects and clients on Facebook, Twitter and now foursquare. Grant Schilling, Sales and Marketing Manager, believes that social media is the best vehicle for providing the little touches that create strong bonds between businesses and customers. He sees foursquare as a great platform to spread the word about the hotel and to drive demand.

The Distrikt Hotel has set up both their hotel and restaurant, Collage Bistro, as “venues” on foursquare. When users check in on foursquare using their smart phones, they have the opportunity to earn 1000 loyalty points at the hotel or receive a free drink (with a minimum spend) at the restaurant.

Even more importantly, whenever guests check in on foursquare, the hotel acknowledges them in a special way. Depending on availability, they will either receive a room upgrade, a special amenity or dessert, or a note thanking them for their loyalty.

Andaz San Diego is another socially active hotel that believes foursquare is a good place to connect with guests and prospects. Andaz’s Marketing Manager, Rachael Giannecchini has created venues for all their public spaces and has created specials geared towards their foodie fans. For example, a recent special at the hotel’s restaurant encouraged customers to check in to sample seasonal Chef’s Choice appetizers. While Rachael cautions that Facebook, given its size and content-rich platform, presents higher-volume opportunities to engage and share information, she thinks that having a presence on all social channels used by guests is important to a hotel’s success on social media.

La Concha Renaissance San Juan Resort is another hotel actively using foursquare. The hotel began participating on the platform when the social media manager, Simon Benus, noticed that no businesses in Puerto Rico were offering foursquare specials even though he and his friends were active users of the application. He says, “I saw getting the hotel officially on foursquare as an opportunity to be ahead of the competition and to generate some free word-of-mouth publicity.”

In the beginning, Simon’s goals were modest. He just wanted his properties to stand out, which was easily accomplished since businesses that offered specials on foursquare were listed with a prominent orange label. He also wanted to generate positive awareness, which was easily accomplished because foursquare notifies friends of guests when they check-in to the hotel.  And guests quickly began to notice that the hotel was active on foursquare. Guests routinely tweet when they unlock specials such as free Mojitos at the lobby bar.  

Whether you are looking to increase your visibility on social networks or surprise and delight your socially active guests, foursquare is a great platform on which to participate. The cost of entry is free and all you need is a resource to monitor and manage check-ins and engage with guests. And, best of all, Revinate customers can set up specials and monitor tips and check-ins from their Revinate dashboard, making the process seamless.

Related articles

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How a Hotel & Resort Leverages Social Media for the Holidays

#WebWednesday Must-Reads, 2012 Year-End Edition

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Create & Run foursquare Specials with Revinate - How to get Started

Foursquare allows businesses to create Specials, which can be thought of as virtual coupons. This is a great way for hoteliers to attract new customers, reward your most loyal ones, start driving immediate ancillary revenue and help to stand out from your competitors. The best thing is that it’s completely free – no commitment, no credit cards, no risk! Foursquare doesn’t charge any fees for businesses to run Specials, so the only cost to you is the economic value you offer to foursquare users. 

When a foursquare user opens up the “app” on their smartphone they can see a list of venues that are nearby, as well as those that are running Specials. This is a great way to entice people to stop by your business, rather than one down the road. 

Get started with foursquare Specials on Revinate!

As part of Revinate’s foursquare integration, you can create and run Specials directly within your account.  Once you’ve linked your venues into Revinate, click on the “Start a Campaign” link on the foursquare mission control homepage, then follow these easy steps:

1. Select from the list of venues linked to your Revinate account, that you want to apply the Special to.
2. Select the type of Special. Depending on the type of Special, you may need to fill out criteria for when the Special gets unlocked.
3. Describe your Special, including the offer description and optional custom unlocked text and fine print.
4. Select a start and end date for your Special.

It’s also easy to end a Special. Just click on the Special from the “Campaigns” box on the foursquare mission control page, and you’ll see the option to end the Special (you can only retire Specials that you have created). 

Here’s just some examples of Specials you could run. Of course feel free to get creative. Chat among your colleagues to find out what Specials they would like to receive. Are there any amenities at your hotel that you want to drive people to during a given time? Check out what your competitors are doing – are they even running Specials? 

• Check-in special: When a person checks-in to your hotel they get 15% off any treatment at your spa.
• Mayor special: When the mayor checks-in, they get a free room upgrade.
• Friends special: Check-in to your bar with five or more friends and get 10% off your next stay at the hotel.
• Newbie special: First time staying at your hotel – check-in to earn a free drink at your lobby bar!

Hoteliers Guide to Location-Based Services

By partnering closely with many leading-edge hospitality companies, Revinate is in the unique position to learn first-hand about the social media strategies that work, and don’t work, for the hospitality industry. The Hoteliers Guides are our way of sharing what we have learned with the larger community.

This guide is an introduction for hoteliers who are new to location-based services. The guide will help you understand the opportunity that LBS presents, how to get started using foursquare and other services, and best practices to employ to drive success.

Download the entire Hoteliers Guide to Location-Based Services.

Location-Based Services for Hotels - Webinar Materials

Thanks to Benji Greenberg of BCV and Revinate's Linden Freeman for a great Webinar this morning about how hoteliers can use foursquare to drive loyalty and sales.

We received a lot of great questions during the event and Linden's responses are below. Scroll all the way down for a copy of the slide deck and a recording of the Webinar.

If you are offering a Special, how do you monitor the people who want to take advantage of it?

If a person has noticed your Special and wants to redeem it, they have to unlock the Special by meeting the criteria you have set for them (e.g. checking-in three times within a week). They will then need to show their phone screen to one of your employees that indicates they’ve unlocked the special. It’s important to make sure that all of your employees are aware of any Specials you’re offering on foursquare and that they know how to recognize if a Special has been unlocked. Foursquare has a flyer you can share with employees that shows what it looks like when a Special has been unlocked on a user’s phone. (And of course Revinate customers can access the flyers after creating Specials within Revinate.)

The Gowalla application just introduced a new concept of “Travel and Storytelling.” How do you think this could be utilized and could it serve as a better alternative to foursquare?

Gowalla recently launched an updated version of its application, which incorporates two new key areas: travel and storytelling. This update makes them now more of a city travel guide, downplaying the role of check-ins in favor of discovery, travel and storytelling. Checking-in is now just one aspect of the app. When you pull up Gowalla on your phone now, you’ll still see the main activity feed where you can find the activity from your friends. But now, instead of a stream of check-ins, you’ll notice people hanging out together, sharing photos, and talking to each other in smaller groups, which Gowalla calls “stories.” Gowalla is building more than 60-curated city guides that help tell people where to go and what to see. Users are also encouraged to build “stories” out of their travels, which start with their check-ins but can be enhanced by tagging other people and gathering pictures uploaded for particular stories. With this relaunch it seems that Gowalla is trying to differentiate itself from foursquare by moving away from game-based elements, and focusing on local discovery. Since foursquare has such a larger user-base, I feel that it’s still your safest bet. Foursquare also provides businesses with the ability to create and run Specials, which provides real value to customers and a way to entice people to go to your business. It’s important to do your homework though with the different location-based services out there and see if your target audience is using them. If people are actively engaged on Gowalla in your market, then it’s worth claiming your business and paying attention to what people are saying about your location.

You mentioned the importance of being authentic with responses to people who check-in on foursquare, but how do you do this without having any information on this person?

When people check-in to your venue on foursquare, they have the ability to also leave a tip, post a photo and/or share their check-in to their Twitter/Facebook accounts. If you see that someone has posted a tip or a photo, this gives you a little more information about what they think about the venue. Maybe it’s something specific to your hotel lobby – you could tweet back to them that you hope they like the lobby, and why not check-out the view of the beach outside? When people tweet their check-in, they can add a comment about what they're doing. So if the person has linked their Twitter account to their foursquare profile, you could check out the person’s Twitter account and see if they have said anything more specific about what they're doing, which would allow you to customize your response. Otherwise, I think the fact that you're tweeting back to them and welcoming them to your hotel is a great way to surprise and delight them.

How about foursquare in international markets? Is it becoming more widely adopted, or is it mainly just used within the U.S.?

Foursquare is definitely starting to gain more traction in international markets. In February 2011, foursquare announced that they launched five translations of their application - in French, German, Italian, Japanese and Spanish. Since then they’ve seen that these five new languages represent some of our fastest growing areas internationally. Just recently at the beginning of September 2011, they announced the launch of five more languages (Bahasa Indonesia, Korean, Protugese, Russian and Thai). For more information on their integration of foreign languages, checkout their blog article here.

In case you missed the webinar, you can find a copy of the slides here and a recording below. As always, we would love your feedback on the webinar and would love to know what other topics you would like to see us cover.

Revinate Integrates With foursquare

Revinate, the new standard for guest satisfaction, today announced the launch of its strategic integration with foursquare, a location-based mobile platform with more than ten million users. Integration with foursquare makes it easy for Revinate customers to monitor and reward social activity on their premises in real-time. With this update, Revinate enhances its position as the market leader and offers the most comprehensive set of reputation management functionality designed exclusively for hoteliers.

One of the first companies to integrate with foursquare’s new Merchant API, Revinate is allowing its thousands of hotel customers to create and launch foursquare specials directly from their Revinate dashboard. Customers can select from many options to create the best special for their business objectives, including a mayor special, a check-in special, a loyalty special, and many more. In addition to surprising and delighting guests by connecting with them in real-time on their preferred social networks, hoteliers can now easily identify and reward loyal visitors and even increase ancillary revenue. For example, hoteliers can offer a foursquare special at their bar, restaurant or even spa in order to entice guests who would otherwise check-out without having experienced the additional services.

Hoteliers are just beginning to explore the sales and loyalty opportunities created by Foursquare.  According to Jay Ashton, CEO and co-founder of Revinate, “Hotels are always looking for new ways to differentiate on service. By providing our customers with an intuitive on-ramp to an innovative, fast-growing location-based service, we’re opening the door for exciting opportunities for our customers to stand-out from the crowd and drive incremental revenue.”

Akshay Patil, Platform Evangelist at Foursquare says, “We built the Merchant API to allow third parties to build super useful tools to reach foursquare’s fast-growing community. With this new integration, Revinate has created a great tool for the hospitality industry.”

While foursquare is the first location-based service that Revinate has integrated into its platform, customers can expect additional services to be integrated in the near future.