Foursquare for the Enterprise

Matthew Brogie

3 Min Read

"Foursquare has 2 billion check-ins and 20 million users" reads CNET's headline this week on the social location-based technology. With just a singular use case we are seeing an outstanding footprint in usage. Although, frivolous (or laborious) to some, it is clear co-founders Dennis Crowley and Naveen Selvadurai have stumbled upon something here; and it is only just the tip of the iceberg.

As far as location-based services, check-in services for the consumer mark a small use case. Take the enterprise, an entire location tool opening for the tools that Foursquare is built off of. Tracking, communication, sharing, regional expertise; these are all aspects of Foursquare that apply directly to enterprise efficiency.

We have previously at Salespod[Now Repsly] discussed the uses for social media and consumer products in the enterprise, although we specifically see the importance 'Foursquare tools.' Location sharing is a direct piece of social collaboration and sharing, in and out of the enterprise.

"The exciting and difficult part about integrating geolocation into enterprise social media tools is that we are talking about predicting the future," writes Andy Jankowski on enterprisestrategies.com in his article, Foursquare for the Enterprise, published in 2012. Although, we feel it is not the future at all, but rather these consumer influences are the tools of the present enterprise efficiency and communication models.

These are the tools in Foursquare, that we are directly referring to:

1. Location geotagging. For a new sales associate, a sales region can be a lonely place; but not if warm leads can be mapped out for them in real-time. Establishing connections and finding leads can be much more efficient if you have all the information and location in the palm of your hand. It also gives sales associates with cold leads to the tools to share for future follow up, whether from them or another member of the sales team.

2. Tracking. Mapping regions and establishing trails is a great way to optimize sales in the field. Location-based tracking can ensure less overlap, more coverage, and provide data for future and present leads. If you have very specific sales roles (prospecting, for example), this can ensure purposeful overlap based on location of leads.

3. Gamification. We are not saying that your sales team should be competing for virtual prizes like Foursquare badges. We are rather alluding to the reward system of execution and regional expertise. If you are checking-in while in the field you are proving your trail, claiming a region for (you and) the company to continue working with, as well as showing your drive. After all, the more check-ins means the more area covered. Not necessarily the more sales, but more leads and information do correlate to sales numbers. Therefore, maybe there are some reward systems and gamification involved in using a location-based system by number of check-ins.

4. Photo sharing. GPS linked photos is 'big time' for sales managers. It is also a great tool for sales teams to calibrate and share. Creating a social environment for sharing is not just something for friends and networks; it is something for teams. Freedom of communication and sharing is not only helpful, it feels good.

5. Mapping. Identifiable regions through location check-ins and mapping is an important part of Foursquare that transitions to the enterprise as smooth as butter. Of course we want to map our sales regions in real time while in the field!

All in all, Foursquare is a tool for engagement in or out of the enterprise. By bringing it into the enterprise we can create an ease of engagement among the team, whether local, national, or international. Finding and engaging with your team is fundamental for the enterprise, why not make it as easy as checking-in to show your friends where you are playing like on Foursquare!

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Matthew Brogie

Mat Brogie is part of the founding team, and CEO of Repsly, the world's leading solution for high performance retail execution teams. Mat has spent the past 15 years of his career focused on bringing technology enabled business solutions to the consumer goods industry, having implemented solutions for tens of thousands of field reps at companies such as Coca-Cola, Procter & Gamble, Pepperidge Farm and hundreds of others.

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Foursquare for the Enterprise

Matthew Brogie

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Matthew Brogie

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