User Engagement Cycle

Using Your Community to Drive

Organic Localized Content

What you will learn

1. User engagement cycle, defined2. How Foursquare has used it3. How it can work for you

But First, Context

1. Who are we?2. What is Foursquare?

What is Foursquare?

Tell me something interesting about this place.

Tell my friends something interesting is happening at this place.

Tell me about interesting about places.

What is Foursquare?

What is Foursquare?

● Localized into 12 languages● We have 55 Million users worldwide● International is 87% of our MAUs● We’re active in over 200 countries

What you will learn

1. What the user engagement cycle is2. How Foursquare has used it3. How it can work for you

User engagement cycle

Who is your community?

Your secret sauce!

Who is your community?

Our Community

“Since those early days, our place database has been (and continues to be)

created and maintained by our user community.”

- Dens, Medium

Superusers create, edit, organize and generally maintain our database,

report bugs, provide quality feedback, and help with i18n requests.

Our CommunityIn 2015….

● 50M venue edits by non employees and listing syndicators

● 22M edits made by SUs (44% of total edits)

● We have 43,547 SUs

● 37% of SU community was active*

○ Average edits per user: 357; Median edits per user: 8

*We currently define “active” SUs by whether or not they are making edits.

What if we don’t have international users?

What you will learn

1. What the user engagement cycle is

2. How Foursquare has used it3. How it can work for you

Our Community

Our Community

● Originally used English apps● Existing community of users● Huge market potential

Our Community

Japan slide

Our Community

● Market interested● Translate app● Create a community

Our Community

Our Community

Our Community

● English only ● Bilingual Community● Localized user generated content

gives it a local feel.

Our Community

Building Tech on Tips

Deeper Dive: Entity Extraction

● Tokenize tips and extract noun phrases

● Annotate matching tastes● Add relationships between tastes,

including synonyms & translations

Building Tech on Check-ins

Deeper Dive: Where to Go After

● Fetch all places where people check in after they leave this place

● Filter out unpopular venues or bad categories

● Rank with ratings and user preferences

Tools for Superusers

What you will learn

1. What the user engagement cycle is

2. How Foursquare has used it3. How it can work for you

How it can work for you

1. Identify your community2. Find out how they contribute3. Build on top of contributions

Any questions?

Thank you!

@maryamaaly

@victoria_ugarte