Back in 1995, cult English ‘trip hop’ act Portishead released the single ‘Glory Box’, a song in which lead singer Beth Gibbons continually begged the question:
“Give me a reason, to love you.”
This is a beautiful song on a seminal album, especially to someone of my generation. But what does this melody have to do with social media, and more pertinently, check-in apps such as Foursquare?
Well, just like Beth Gibbons, social media users also need ‘a reason’ to check-in; yet so few businesses and brands are giving anyone that elusive reason.
Since I’ve been using Foursquare, I’ve amassed a whopping 929 check-ins, held down plenty of mayorships (currently 10) and earned 15 ‘badges’:
Yet despite all of this fervent checking-in, I’ve received no tangible ‘value’ whatsoever.
I read with interest today that Foursquare has just signed a deal with American Express that will offer users discounts when they check into places and use their Amex card – BINGO!!! Here we have actual motivation to check-in!!
Since the accounts will be synched with the users’ Amex accounts, marketers will also be able to see how many people are checking-in and where, what they are purchasing and how much they are spending, providing some tangible ROI and insightful analytics.
Hopefully this is just the start. Mobile is THE future, yet remains very much entrenched in the present, when there is so much that could be achieved:
- Greater in-store interaction through the use of QR codes to further research products?
- Check-in to receive exclusive vouchers?
- Review a product / store on Foursquare to receive an exclusive product?
- Affiliate deals for local communities, e.g. ‘since you’ve checked in at Bob’s Boutique, you can get a £1 coffee at Sheila’s Slurps next door’?
I’m truly excited about the mobile space, especially the potential it has to make shopping a more social experience. But just as Portishead sang all those years ago, for mobile check-ins to be a marketing success, applications have to offer consumers ‘a reason’ – and good ones at that.
Here’s Portishead’s classic ‘Glory Box’ – enjoy!