Wait and see: Foursquare or will launch a new pay media platform

According to foreign media reports, the source said, Foursquare plans to launch a pay media platform in mid-June, and is seeking to become a joint partner to launch the brand.

The source said Foursquare is working with previous marketers to develop a new product. The purpose of the product is to allow businesses in a given area, through the existing business platform for registration to promote. The existing merchant platform allows merchants to request access to the Foursquare list. When users search for local special things, they can see the products of a merchant by paying for Foursquare ads. The use of targeted ads is Foursquare "explore" the same algorithm, according to the user's past attendance, friends and the wider Foursquare user group registration recommendations established. Previously, Foursquare has cooperated with several brands, including the beverage and snack food company Pepsi (PEPSI), the largest seller of hot coffee drinks in the United States (Dunkin ' Donuts), the health food chain retailer Whole Foods (Whole Foods) has cooperated with electronic component retailer RadioShack.

Adam Kmiec, director of social media operations at Walgreens, the largest pharmacy chain in the United States, said he had heard that Foursquare was in the early stages of a pay-media program, but so far Walgreen. Walgreen in the past with Foursquare, including a promise to donate flu vaccines to every store (whether from Facebook or Foursquare), and to provide exclusive cooperation to embed barcodes, allowing users to log into a store to unlock and get discounted savings.

"The Foursquare launch of a new pay-media platform, we will no doubt be serious about whether it meets our commitment to bring social to the local level," Cmico said. ”

In the 2009 Annual Science and Technology Conference South by Southwest Interactive, Foursquare on the desire to become Pepsi, Tasti Lite, Bravo and Starbucks (Starbucks) and other brands of partners. Its branding strategy is markedly different from other social media, such as Twitter and Tumblr, which have been reluctant to collaborate with brands in the early stages of their development. Foursquare users have recently crossed 20 million, and the company has been taking early partnerships as an opportunity to test and learn when it makes advertising strategies.

American Express (Anglo Express) has been the most outstanding and consistent partner of Foursquare. It used to be a project that allows American Express users to sync their cards and Foursquare accounts, and users can get discounted savings by signing in H&m and QSL authority. However, Foursquare does not have any commission. In addition, American Express has collaborated with Facebook and Twitter to implement the same synchronized collaboration.

Through content integration, many media organizations have been Foursquare's most enthusiastic partners. For example, time out New York launches a foursquare based ranking.

Foursquare declined to comment on its advertising plan, but the company said in a statement that "more than 750,000 businesses are using Foursquare to connect with their customers, and we will continue to upgrade our products to make the platform more powerful." Our goal is to create an upgradeable self-service tool that will enable businesses to attract new users, maintain and repay their loyal users, and enhance the Foursquare experience for more than 20 million of our users.

However, Foursquare has not yet entered the mobile check-in market. Facebook has been persuading all American retailers to build their own strategy for the places pages of their local shops. Last summer, Facebook launched a "parent-child Link" (Parent-child linking), which allows brands to centrally manage those pages, allowing them to establish check-in protocols and promote them.

According to Rob Reed, founder of Momentfeed, a location-based marketing platform, the number of visits to Facebook's place page has grown exponentially over the past few months, which he believes is due to changes in Facebook's search algorithm.