I’m a big fan of Foursquare and their product. I think the NY firm created a compelling, useful and socially based tool that users quickly adpoted and business owners could take advantage of. Foursquare outlasted challengers like Gowalla, Loopt, Scavngr and even a late entrant, Facebook Places to dominate the social location space.
In my opinion, the have some killer features and data which would be extremely useful to become more social in nature (because as we know, Google is investing a lot of money in Google+). For example:
- Brand pages
- Local reviews and social recommendations
- User behaviour and check-in trends
Google’s products and search business has become increasingly local in focus. It had to, to stay on top of the latest in mobile trends and consumers adoption of smart phones and tablet devices. As such, they need to be on the lookout for products or services which help their search algorithm.
Why Google Should Acquire Foursquare:
- Google Maps are constantly being targeted by online marketers and local business’ as ways to drive traffic. Foursquare brand and local business pages can be incorporated as another way to determine positive algorithmic indicators for this system. For example, business with more check-in activity, positive reviews, active business pages (check-in deals etc), user votes etc could help determine top position. Secondly, Google Maps could incorporate Foursquare business locations in Map’s searches. Google Maps could allow users the option to display restaurants, coffee shops, movie theaters, nail salons or other local business.
- Foursquare location reviews and social recommendations could be incorporated into Google’s mobile Places app and within the Google Places algorithm. Firstly, Google’s Places app has limited user adoption in comparison to Foursquare, Google could wind down their app in favour of using Foursquare. Secondly, reviews are an important part how a google Google Places listing is marketed. Savvy business owners know that part of optimizing a Google Places listings with, not only reviews but positive reviews help attract the organic clicks. I believe Google needs to find more ranking factors like reviews (and reviews from trusted sources) to influence their places ranking algorithm.
- User behaviour data could be incorporated into Google Offers and Google+. Google failed to acquire Groupon but instead created Google Offers as a competitor. It has limited reach, only serving 42 cities in the United States and lacks new business lines like Groupon Now (local groupons with time sensitivity), Groupon Escapes (partner with Expedia) and Groupon Goods (hard goods sold online for deep discounts). Foursquare check-in and user behaviour data could help create a Groupon Now-style system and target more active Foursquare locations as possible early adopters.
- User behaviour could influence what search and display network ads users are served on their computer and smartphones. For example, should a user have multiple check-in’s at a gym, more search and content ads from gym clothing advertisers could be displayed more prominently.
- Facebook recently purchased Gowalla, not necessarily for their application or user data, but more for the bright and forward thinking staff. Facebook wanted their staff and experience to help build their timelines interface. Google could use the Fourquare staff to help influence its limited-use Google+ Business Pages.
What do you think? If you were Google, would this be a smart acquisition?
