CHAPTER 9Knock Out the Competition

Image You go to where your customers are, and they are on places like foursquare.Image

—EDWARD GILLIGAN, Vice Chairman, American Express

In early 2011 a patron at AJ Bombers in Milwaukee, Wisconsin, was rewarded with 8,000 minutes of free food. That’s a lot of fries, burgers, and beers. The customer won the free food for being the restaurant’s 8,000th check-in on foursquare. AJ Bombers has become a poster child for the power of social media, and as you’ll learn, location-based apps like foursquare have played a big role ...

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