When the commanding forces of social and mobile combined – widely known as the “social revolution” – companies were pushed to accelerate content marketing strategies to further engage existing customers, to pique the interest of those uninterested and to keep their brand at the forefront of as many churning minds as possible.
Having said that, we’ve read countless articles jam-packed with pieces of advice about how Twitter, Facebook, LinkedIn, Pinterest and Instagram can help secure leads, increase traffic and establish companies as thought leaders in their respective spaces. I don’t know about you, but it’s all beginning to morph into one giant, redundant social marketing entity. Where’s the splash of uniqueness that keeps these words of wisdom fresh? That’s exactly what sparked the light bulb above my head when I caught wind of a new tool, Foursquare Time Machine.
Created in conjunction with Samsung, “Time Machine” shows users where they’ve checked in throughout the past and then paints a bright, beautiful picture of where they should head to next. “Now, you can re-live each and every one of your check-ins, and have your own beautiful visualization to share with the new Foursquare Time Machine,” Foursquare’s official blog post proclaimed last week.
With Time Machine, users can “zoom through time and space” to visualize all of their ghosts of check-in past, which helps them discover new places they can explore in the future. It even translates check-ins into stats, which are depicted in a colorful infographic.
This is a content marketer’s dream. It essentially does all of the work of consolidating your target audience’s favorite places to go so that you can better tailor your offerings to them.
For instance, as an emerging Manhattanite restaurateur, you suddenly notice through Time Machine that the majority of your target audience marked their top checked-in category as “arts and entertainment.” You’re looking to get them to sit down and dine with you, so bring on a live band every Saturday night or offer up your location for a non-profit arts show. Cater to your customers’ trends and cravings and your restaurant will suddenly be a suggested place to check into in the near future.
You can also see what locations have been recently visited. For instance, you can see what hot spots your potential foodies have been enjoying lately. By identifying customers’ most recent check-ins, you can see if they are a promising prospect or not (i.e. you wouldn’t want to market to a customer who always gets Thai when you’re in southern barbecue).
What do you think of Foursquare Time Machine and its potential for content marketers? Sound off in the comments section below!