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Examiner.com partners with Foursquare for local mobile content distribution

Location-based mobile social network Foursquare is displaying locally targeted tips from Examiner.com on its Web site and its mobile applications.

The partnership provides Foursquare users with local content and information. Examiner.com?s tips are available in all 233 locales in the United States where the site has a presence.

?It is a great symbiotic relationship?Foursquare is about being in the right here and the right now of your city, and sharing that experience with your social network,? said Suzie Austin, senior vice president of content and the partnership with Foursquare marketing at Examiner.com, Denver.

?Examiner.com is the collective voice of local communities, driven by the contributions of passionate and knowledgeable insiders who are in-town and in-tune to their neighborhoods,? she said.

?Our content will provide Foursquare with ongoing, real-time, geographically relevant tips enhancing the fun and innovative exploration around America.?

Examiner.com features crowd-sourced articles about local interests, activities and establishments in close to 240 markets across North America.

Mobile, social, local
Examiner.com?s 68,000 contributors, known as Examiners, provide information and recommendations on nearby venues, restaurants, events, businesses and landmarks that surface within the Foursquare mobile application when users following Examiner.com check in.

Local tips will also surface when non-followers check-in nearby.

?From a recommendation on the best dish at a restaurant from one of our food Examiners to a book signing happening nearby from one of our literature Examiners or possibly the notice a sale going on from one of our style and fashion Examiners?the integration of the two brands takes the local experience to a whole new level,? Ms. Austin said.

In addition to Examiner.com content surfacing for relevant locations in the Foursquare application, Examiner.com will also have a branded page on Foursquare.com, where all of the available tips can be found in one place.

Aside from local tips, Examiner.com-branded badges are offered as incentives for followers of the site, rewarding consumers that use Foursquare to check in to the local businesses identified by Examiners.

?Consumers will physically experience a location and immediately have a reliable source from Examiner.com provide useful insight,? Ms. Austin said.

?That is a fantastic echo of what an Examiner and Examiner.com content represents?being the trusted, accurate and complete source for all things local,? she said.

Examiner.com?s general demographics overlap nicely with Foursquare?s, but as both the social media user and the smartphone user base rapidly expand, the traditional demographic barriers are starting to become less relevant, per Ms. Austin.

Ms. Austin said that Examiner.com is targeting people who are active and engaged in their communities, and who have a thirst for information from other consumers with valuable experience to share.

Of Examiner.com?s 22 million-plus monthly readers, interests range from sports to theater to daycare, and Foursquare?s flexible system readily supports the diversity of where these people visit in their hometowns.

One of publication?s advertising platforms is Examiner Connect, which combines paid media, original content creation and social media.

Ms. Austin said that the conversations and interaction is specifically generated to be mutually relevant to a brand and the information needs of a targeted audience.

?We have already integrated several of our social media platforms into Examiner Connect with sensational results, and we are excited to start exploring opportunities with the Foursquare platform as well,? Ms. Austin said.

?The combined reach of Examiner.com and Foursquare presents a unique value, from local business to national brands, and we are already talking to prominent marketers and advertisers to discuss badge and cobranding opportunities,? she said. ?Both Examiner.com and Foursquare root their success in local.

?The addition of Foursquare tips compliments our local strategy by increasing our presence in each location, and drives traffic as a whole to our Examiner?s original content.?

Final Take
Dan Butcher, associate editor, Mobile Marketer