This document discusses how Visit Indiana integrated location-based apps like Foursquare and a live webcam feature called the Indiana Leaf Cam into their 2010 fall marketing campaign. They created Foursquare venues for Leaf Cam locations to trigger discount emails to friends who checked in. Challenges included API changes and low usage, but check-ins resulted in a 76% redemption rate on coupons. Lessons included building on owned rather than rented platforms, capturing customer data, and ensuring offers are relevant to drive engagement with location-based networks.

1. Visit Indiana & Right On Interactive:
Foursquare, Leaf Cam & Email
November 17, 2010

2. Right On Interactive
ROI Customer Lifecycle Marketing™ solutions transform the
way marketers nurture business relationships
• Win and Retain More Customers
• Maximize the Lifetime Value of your Customers
• Optimize Your Marketing Effectiveness

3. Customers expect to be treated as individuals
They expect information,
offers, and invitations that
are:
• Personal
• Relevant
• Timely

4. Why organizations struggle
1. Have data, but it is not integrated
2. Not maximizing use of technology
3. Lack of a predictable, repeatable process for:
• Moving suspects to customers
• Moving customers to brand advocates
4. Don’t have the right metrics to prove tactics
are truly impacting revenue

5. Score customers based on profile and engagement

6. Understand where every customer is in the Lifecycle

7. Utilize marketing automation
• Increase response rates
• Reduce or eliminate manual tasks
• Shorten the duration of each Lifecycle Stage
• Increase the stage churn rate (velocity)

8. What is Foursquare?
• Location-based mobile
application
• Users check-in, share
location with friends
• Game-like mechanics
encourage participation
• Users can earn “Badges” for
completing tasks
• Most check-ins = Mayor

9. How is Foursquare useful for tourism?
• Users add ‘tips’ to locations
• Just like Trip Advisor
• Venues can offer discounts for check-in, Mayor
• Hyper-local nature makes Foursquare perfect fit
• Foursquare.com/VisitIndiana shares tips w/ followers

11. What is the Indiana Leaf Cam?
• Live webcams show changing leaves
• Encourage viewers to visit locations
• Set up throughout Indiana – 3 locations in 2010
• Each location runs a contest to receive leads

12. What’s different about Leaf Cam 2010?
• Made it social:
• Share links to Twitter, Facebook, Flickr and Email on each page
• Featured discounts:
• Featured local discounts on each Leaf Cam location page
• Integrated Foursquare:
• Encourage users to ‘friend’ our Foursquare account
• Friends receive exclusive discount email upon check-in

14. How we integrated the promo: ROI
• Integrated Foursquare with CLM Dashboard
• ExactTarget integration already existed
• Friends’ check-ins near Leaf Cam locations
triggered email with discount
• Spring Mill SP & Brown County had large radius – IMA was small
• Each user would only receive discount email once
• Eliminated spam potential if user lives in area and checks-in often
• Working to import email, pub order data to ROI
• Allow IOTD to segment users by check-in, email sub, pub orders
for targeted communications

16. How we integrated the promo: Foursquare
• Created ‘venues’ on Foursquare for each location
• Tracking data available for each venue through Foursquare
• Set check-in radius to trigger email send
• Email was mobile-ready and could be used
immediately at location

18. How we promoted Leaf Cam:
• 3 sends to Big Idea email list (approx. 43,000)
• 1 Leaf Cam banner ad in Big Deal email (10,000)
• Prominent space on VisitIndiana.com
• ‘Sticky post’ on Indiana Insider Blog
• Support on Facebook and Twitter
• PR support
• Press Conference at IMA in September

19. Challenges:
• Foursquare changed API settings right as we launched
• Anonymized check-ins for branded accounts
• Location-based networks are still in their infancy
• How many users will check-in?
• Users must opt to share their email address with friends
• More than 1/3rd
of our initial list do not have their email shared

20. Jumping hurdles:
• Created a user account – IndianaLeafCam
• Pro: API was more open and we could see friends’ check-ins
• Con: User account is not customizable like branded account
• Con: Already had 1,200 fans, had to move them to IndianaLeafCam
• Surveyed Facebook and Twitter fans during State Fair
• 37% of Facebook fans & 66% of Twitter followers already used or were
curious about using location-based apps
• This was before Facebook Places launched

21. Discounts:
• IMA
•$2 off admission to Andy Warhol Enterprises exhibit
• Brown County
• Family-sized gemstone bucket at Copperhead Creek Gem
Mine and Rock Shop for just $24 (regularly $32)
• Spring Mill
• 20% off adult meal or gift shop purchases within Spring Mill
State Park

22. Results:
• Foursquare Account Information:
•VisitIndiana Branded Account: 2,758 Followers
• IndianaLeafCam Account: 1,251 Friends

23. Results – Leaf Cam Microsite:

24. Results – Check-ins & Emails:
• Check-ins:
• IMA: 39
• Brown County: 11
• Spring Mill: 6
• Discount Emails Sent:
• IMA: 18
• Brown County: 14
• Spring Mill: 2

25. Results – Redemptions:
• Coupon Redemptions:
• IMA: 26 (144%) Total – at least 9 individuals (50%)
• Brown County: 0
• Spring Mill: 0
• Overall Redemption Rate
• Total: 76%
•Individual: 26%

26. Lessons Learned:
• Building brand on rented space leaves you at the
landlord’s mercy (API issue)
• Critical mass isn’t using location-based network…yet
• Users want simplicity
• Promotion became more complicated with 2nd
account, having to
friend account before you receive the email.
• Location-based networks are on their way up, critical
for Tourism – Foursquare, Facebook Places, Gowalla, etc.
• Relevant, enticing offer is KEY
• Leverage information about customers via ROI
• Capture info for future segmentation

27. Questions?
Troy Burk
Founder, President
Right On Interactive
@troyburk
@ROI_Marketing
Jeremy Williams
Interactive Production Manager
Visit Indiana
@JeremyAWilliams
@VisitIndiana