Local Social Summit Report No 2 & Trends for 2012

Local Social Summit 2011 Day 2: Conference ReportEdited by Dylan Fuller & Mike Abeyta | localsocialsummit.com | Published 30 April 2012

ContentsExecutive Summary ......................................................................................... 2Trends & Themes to Watch in 2012................................................................. 3Local Social Summit ’11 Schedule - Day 2 ...................................................... 4Day 2, Session 1 – Talk: The First Digital Olympics, London 2012 & the BBC......................................................................................................................... 5Day 2, Session 2 – Insights: Science of Social Media: Social Network AnalysisOn Facebook Data, with a local twist ............................................................... 8Day 2, Session 3 - Panel: Café Culture - Innovative SoLoMo Apps............... 10Day 2, Session 4 – Fireside Chat: A Conversation with Foursquare – We SatDown with the 1st European Based Executive @Foursquare ........................ 12Day 2, Session 5 - Panel: Big Brand Local .................................................... 17Day 2, Session 6 - Panel: Can Social Media Be Outsourced ......................... 22Day 2, Session 7 – Closing Keynote: Charting Collection of Connections inSocial Media. Dr. Marc Smith......................................................................... 26About Local Social Summit & This Report ..................................................... 30LSS’11 Sponsors ........................................................................................... 31Local Social Summit 2012: Dates & Information ............................................ 32Sponsorship Opportunities for Local Social Summit 2012 ............................. 33 Page | 1 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Executive SummaryPlease Note: This report covers day two of LSS’11 plus our view of the key trends towatch in 2012. A previous report covering day one was published separately back inMarch 2012 - you can download a copy of the Day 1 Report here or just email theLSS team so we can email you a copy (Email: info@localsocialsummit.com).Local Social Summit (LSS) is a conference that explores the intersection of local andsocial media. Designed to ensure dynamic dialogue and networking amongconference attendees, the summit features interactive sessions constructed to shareknowledge and find solutions by showcasing innovation, emerging trends andconsumer insights.The origins for LSS date back to the summer of 2006, at an event focused on thelocal search space that was attended by some of the biggest local media players inEurope, including Deutsche Telekom, SEAT Pagine Gialle, Schibsted Group and theIrish Times. Subsequently, Dylan Fuller & Simon Baptist founded Local SocialSummit in 2009 as a direct response to requests from media companies and thoughtleaders in the local space.Local Social Summit 2011 (LSS’11) was our third annual event, held in London onNovember 9th & 10th. LSS’11 was an expanded event, held over two days, thatincluded 100 attendees, 40 speakers and six sponsors. We had 16 sessions: threekeynotes, eight panels, two talks, a fireside chat, one brand hackathon and oneseminar on social network analysis. As always, engagement was high and the levelof discourse world class.Key Learnings: 1. Social media or social networking is no longer over hyped. The “social web” is transforming how consumers and businesses operate. Businesses can no longer afford to ignore this paradigm shift. 2. Mobile has truly arrived. The combination of new technologies such as mobile broadband, GPS and apps together with consumer demand for new device types (smartphones and tablets) is the driving enabler for local commerce. 3. Everything is local. Local is not just about SMBs (small & medium sized business/SMEs) but is also about big brands and regional/national chains/franchises connecting with consumers at the local level. This has profound implications for the local and global economy. 4. Location is everywhere. Social is not just about data, trends and ROI (return on investment), but also very much about people, community and continuous engagement. Local is what is accessible.Points for debate/disagreement: 1. Search vs. Social. It’s too soon to settle the debate. No one could agree on the relative importance of search (i.e. Google, Bing, Yahoo, IYPs) when compared to social channels (i.e. Facebook, Twitter, Foursquare, Yelp). 2. What now? There is a big question around “what next” for local businesses after they have signed-up for a social networking service. What do they do with their Facebook fan page? Who should they follow on Twitter? Should they join LinkedIn? Page | 2 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

3. In-house vs. outsource. There was intense debate on whether it was feasible or scalable to outsource social media activities to third parties. This has significant implications for a large spectrum of companies across online - including PR, yellow pages, technology providers, publishers and media agencies of all sizes.Finally, everyone agreed that there was much left to learn, problems to solve andhuge room for growth for business at the intersection of local, social and mobile.Trends & Themes to Watch in 2012  Incumbents are at risk. Many industries are only just catching up to the social opportunity. Watch for an increase in PR from incumbents and action from agencies, start-ups and technology companies.  Data is everywhere. The social/mobile explosion has created the “big data” opportunity for businesses of all sizes. Location is a valuable and relevant signal within all that data.  Consumers demand great user experience. People are living, sharing and spending locally in new ways every day. “Pull” becomes “Push” and consumers demand product and services from brands they know and trust. They want this with the same great user experience they already get from most good apps.  Big brand local. Just as many consumer facing product businesses are shifting spend to direct marketing over time, so too are big brands with local stores embracing social channels for dialogue-based interactions with their local customers.  The rebirth of local. Local moves beyond Groupon, Yelp and Angies List.  Mobile broadband. 3G and 4G enables the connected consumer, who not only checks-in and pins products but makes informed buying decisions and recommendations on the fly via mobile devices everywhere. This trend will expand and impact everything from groceries to fashion to restaurant to hotels and more.  The next Internet arrives. Watch for an explosion in next generation data- driven social apps and the legislative backdrop in the works (both in the US and the EU).  The death of daily deals. Deals move to check-in specials, loyalty programmes and other smart ways for business to incentivise customers.  Social outsourcing grows. The outsourcing space is wide open and full of opportunity for smart service and technology providers. Watch for growth and innovators from new places.  The personal algorithm becomes public. Facebook Timeline and other social data signals have huge potential for transforming how/when/where consumers access local businesses and buy services, this could impact everything from daily deals to e-commerce to ratings and reviews.  CRM moves forward: adding a social and local layer helps to take CRM from the back office to the frontline. This has implications for how companies are organised and how CRM is integrated into local platforms. Page | 3 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Local Social Summit ’11 Schedule - Day 2Thursday, 10th November, Wallace Space, London.9:30-9:55 The First Digital Olympics – Tim Plyming, BBC London 20129:55 – 10:15 Insights – Science of Social Media: Social Network Analysis On Facebook Data, with a local twist - Dr. Bernie Hogan, Research Fellow Oxford Internet Institute10:15 – 11.00 Cafe Culture: Innovative SOLOMO Apps Leader: Perry Evans, CEO Closely Panel: Asaf Rozin, Co-founder & CEO Stampfeet; Stefano Diemmi, MD Proximitips/Buongiorno; Mike Borras, CEO & Co-Founder Tupalo11:30 – 12:00 A Conversation With Foursquare – We Sit Down With The 1st European Based Executive @foursquare Omid Ashtari, foursquare and Greg Sterling, LSS12:00 – 1:30 - Lunch – Plus 12:45-1:30 (optional): Seminar in Social Network Analysis, Dr. Bernie Hogan, Oxford Internet Institute1:30 – 2:15 Big Brand Local Leader: Mike Weston, SVP/GM Europe Lyris Panel: Duncan Ogle-Skan, Director EMO Local; Alistair Watts, Head of Ecommerce at Hand Picked Hotels; Janis Prescott, Social Media Manger at MINI; Leanne Tritton, MD ING Media2:15 – 3:15 Can Social Media Be Outsourced? Leader: Jonathan Ewert, CEO Codero Panel: Justin Sanger, Founder JoinHere; Seb Provencher, Founder Nedium; Dennis Yu CEO Blitz Local; Simon Baptist, European Directories; Eric Partaker, Co-Founder Chilango3:45 – 4:45 Lecture & Closing Keynote: Charting Collections Of Connections In Social Media -Dr. Marc Smith, Director of the Social Media Research Foundation4:45 – 5:00 Local Social Summit 2011 Wrap-up5:00 – 7:00 - Networking Reception - Brought to you by The Social Media Research Foundation Page | 4 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Day 2, Session 1 – Talk: The First Digital Olympics, London 2012& the BBCSpeaker: Tim Plyming is the Project Executive; Digital & Editor Live Sites in theBBC’s London 2012 project team. He leads the day to day activity of the ‘DigitalOlympics’ project which is responsible for the delivery of all 2012 content acrossdigital platforms including online, mobile and connected TV.Background: London 2012 will be the first tablet Olympics, the first connected TVOlympics and the first 3D Olympics. The BBC is the host nation broadcaster of allthe Games and has one amazing year planned for 2012. Tim provided LSS11attendees with a sneak preview of the BBC’s plans.Session Summary:“We’re calling the 2012 Summer Games the first truly digital Olympics, because 2012is also the year we switch off the analogue signal [in the UK]” explained Tim Plyming,project executive, digital & editor live sites, BBC London 2012.2012 Massive Digital Content Year in the UKBut that only tells half the story. As Plymingexplained, the amount of content generated by “… the amount of contentthe Olympics is equivalent of six World Cups generated by the Olympicshappening every day for 16 days. is equivalent of six World Cups happening every day“In fact, 2012 is a massive year from the start of for 16 days.”the summer,” he said. “It starts with the analogue -Tim Plymingswitch-off in April, then there’s the Queen’sDiamond Jubilee in June, when our operation will be four times the size of the one forthis year’s royal wedding [Prince William and Kate Middleton’s wedding in May 2011].Then there’s the 70 days of the torch relay, which will be when the Games come topeople outside London, and which will be a huge outside broadcast operation. Afterthe Olympics there’s a two-week break and then the Paralympic Games. And thenthere’s all the events of the Cultural Olympiad. Every outside broadcast truck inNorthern Europe will be in London next summer.”100% of the Olympic Content AvailableFor the BBC, the London Games will represent a step change in the amount ofmaterial it broadcasts. “The Olympic Broadcaster creates 3000 hours of television,”Plyming explained. “For the Sydney Games, we were only able to show 300 hours ofthat. By Beijing, we showed half of it. In 2012, our commitment is to allow people towatch everything live – up to 24 different events at a time – and the internet will be abroadcast-critical service for that.”Four-Screen EventPlyming also explained that the BBC is thinking of the London Games as very mucha four-screen event. “The Coronation in 1953 was the first mass TV event, and therewas one TV per street. 2012 will be another defining moment in the move fromanalogue to digital broadcasting. “The heart of it will be the video services. There willbe 24 HD feeds, immediately on-demand. It’s the basis of the iPlayer service taken tothe next level. Then mobile and tablet will be a complimentary experience. Users will Page | 5 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

be able to pull up the commentator information service, and we’ll do video where wecan.”Content Enrichment – “wiki-Olympic-pedia”The other big step forward will be the amount of metadata about the Games that theBBC will make available to the audience for the first time. “The commentatorinformation service has always been privileged information for the commentaryteams. It’s how commentators know all the statistics and details of the events,”Plyming explained.“We’re stripping it out and providing it to viewers, allowing them to pull it up alongsidethe video. Then we’ll allow the audience to play with that. It’ll be interesting to seehow all the platforms are used, both separately and together, and it’ll be useful to seehow content trends across those devices. There’s such a huge amount of contentthat we’ll be seeing trending as a means of navigation.”Social OlympicsPlyming is also interested in how social elementwill change the content, on top of that, how thefact that people’s devices know where they are “There’s such a hugewill affect the way the data is sliced. amount of content that we’ll be seeing trending as aAs well as all the data from the commentator means of navigation.”information service, there will be a page for every -Tim Plymingathlete from every country, with all their stats andall the video of them from the Games, both liveand on-demand.Local OlympicsBeyond this, Plyming said, are the big screens. There will be 30 of them around theUK, and the BBC sees part of the role of these screens in reaching out to expatcommunities, what it calls “Find the world in London.”“There will be one million Russians in London next summer, so we’re expanding theoutdoor experience in Hyde Park, allowing communities to watch what they want towatch across six screens. Half of the 204 competing countries have communities ofmore than 10,000 people in London.”Response to QuestionsIn response to a question, Plyming said that the BBC would like to do a lot with socialmedia around the Games, but that it was restricted by the IOC’s concerns aboutvideo leakage. Instead, he said, all the data would be shared and that would be usedto drive people back to the BBC coverage. This led on to a question aboutmonetisation, which he answered by saying that the BBC was looking tocommercialise “the London story”, what Plyming referred to as “what’s outside thefence” via the BBC Worldwide. But he admitted that the BBC having sole UK rightsdid pose a problem for sponsors.London’s Impact on Future OlympicsPlyiming sees these Games as a staging post for the future. “It’ll be interesting tosee what these Games mean for next Summer Games in Rio,” he said. “We can trylots of things and see how they work, and Rio is looking for UK companies to seehow they can help with the 2016 Games. It’s a big opportunity for people.” Page | 6 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Note: We are unable to share the slides from this presentation. LSS Insights - Day 2, Session 1:  London 2012 is the first truly digital Olympics.  100% of the content will be available. That’s 3000 hours of TV.  It will be a massive four screen event with HD video at the heart of it.  All the meta data will be made available plus custom pages for each athlete making for a very rich and immersive data experience – combined with social media interaction this should create a real-time Wikipedia for the games.  This will be a social media Olympics. People will be adding to the official content.  There will be a local angle – both in the UK and globally. This includes the torch relay, outside local screens and how fans interact with the events and teams.  London 2012 will show the way for future Olympics. Innovation from London will lead the way for Brazil 2016. Page | 7 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Day 2, Session 2 – Insights: Science of Social Media: SocialNetwork Analysis On Facebook Data, with a local twistSpeaker: Dr. Bernie Hogan, Research Fellow Oxford Internet InstituteBio: Bernie Hogan is a leader in the capture and analysis of social media networks,particularly Facebook. He has presented to numerous academic and corporateaudiences, such as VisionBristol, UK Social Networks Association, MicrosoftResearch, and Google Europe and has worked with eHarmony, Nokia, and O2. Hiswork has been featured on the BBC, including both BBC Breakfast and Newsnight,as well as numerous radio interviews. Last year, he was one of four academicmentors for Radio 4’s “So you want to be a scientist”. Dr. Hogan is a regular speakerat LSS events and seminars.Session Summary:One of the most fascinating things about online is the ability it gives us to buildnetworks. And the underlying patterns of those networks make sense, especiallywhen you can visualise them. So why haven’t they caught on? At the moment,networks seem to be more useful to scientists than to the public.People don’t know how to look at a network, and they don’t know what to do withone. Is that a failing of visualisations or a failing of how people think aboutvisualisations? People want to be able to find different groups to talk to, but onFacebook you can’t post to one group and not another.This might not matter – people try to put on a single persona for any one site, butthat’s not easy because we have different groups of friends on Facebook and wedon’t have a map that shows us how distant people are from each other. All we haveare lists that collapse everyone into the same place, and we have algorithms likeGoogle’s Page Rank and Facebook’s Edge Rank. What we don’t have is a map to letus see our own networks. In my work I’m trying to show how that can be done andthe value it offers to individuals. “So communications devolve to the lowest common denominator, and there are two possible results. One is polarisation of your network and the other is self-censorship. In both cases you’re not in control of the message, the technology is controlling what you say.“ -Bernie HoganThe concern if we leave things as they are is that we leave people without control ofthe networks. When I post on Facebook, I’m not saying what I’m saying directly to mymum, my boss or my students, but I am saying it in the light of them being in theaudience. So communications devolve to the lowest common denominator, and thereare two possible results. One is polarisation of your network and the other is self-censorship. In both cases you’re not in control of the message, the technology iscontrolling what you say. The engineering solution is to help you split your networkinto different groups, but people don’t do this. They end up talking to the lowest Page | 8 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

common denominator. For example, if you’re gay, it’s very hard to come out to only asection of your network. If you have a way of visualising your network, your viewbecomes much more crystallised, but at the moment we’re not using this approach.Why aren’t there network modes on Facebook, for example a family mode? Thetechnology should be able to identify most of my family members - they’re allconnected to each other and not to anyone else in my network – and I can help themthe rest of the way. But at the moment there’s an intense amount of cognitiveswitching going on. A number of my colleagues are on Facebook and they regularlypost interesting things, but it’s very hard to concentrate on work with such a disparatefeed coming through from Facebook. The complete slide deck from this talk is available on Slideshare. Figure: Our Real-world Networks vs. Facebook Network Page | 9 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Day 2, Session 3 - Panel: Café Culture - Innovative SoLoMo AppsModerator: Perry Evans, CEO CloselyPanellists: Asaf Rozin, Co-founder & CEO Stampfeet Stefano Diemmi, MD Proximitips/Buongiorno Mike Borras, CEO & Co-Founder TupaloPanel Background:The role of customer service in marketing; the use of deals in yield management; andthe need to focus on what SMBs want. These were the main topics of discussion inthe Cafe Culture panel, which brought together three SoLoMo entrepreneurs fromacross Europe. We also explored the challenges of innovation in apps development,how to grow user adoption and what business models are working.Session Summary:.Evans began by asking the panellists to introduce themselves and their business.“Stampfeet is a mobile-based customer loyalty play,” began Rozin. “Online loyalty isvery complex, although the interfaces are getting better. It needs to be morepersonalised and more engaging; then you could up-sell, cross-sell and surprisepeople.“We’re working on a loyalty engine that takes the loyalty card onto the mobile phone.We use QR codes, but we’re also implementing an EPOS add-on, which will allow usto do basket analysis and in turn increase spend and learn more about a brand’scustomers. At the moment we’re not monetising, but the aim is to charge merchantson subscription or on a performance basis.”Next came Diemmi. “Proximitips is a way to connect customers to local shops,” hesaid. “We’re starting with the customer viewpoint. We launched on the iPad, then theiPhone and we’ve just launched on Android, and we already have 30,000customers.”The last to answer was Tupalo’s Borras. “Customer service is the new marketing forSMBs,” he said. “We give local businesses an early-warning system for what’s beingsaid about them on the web.“We also recognise that yield management is very important, so we work throughdeals and challenges to the merchant’s community to drive business on slow days.”Evans’ next question was how, when everyone is trying to get the attention ofsmall businesses, how were the panellists going about it.Diemmi’s response was that the Proximitips platform is cheap and easy to use.“You can create a mobile store for £10 a month,” he said. “We’re focusing on largecities, for example London, and we’re discussing partnerships with directorybusinesses.”Stampfeet’s Rozin agreed that marketing to small businesses is a massive challenge.“Many SMBs don’t understand these technologies,” he said. “The way we try toposition ourselves is that we’re about retention rather than acquisition. And we try toscale through distribution channels.” Page | 10 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Evans then asked Borras what he knew now that he wished he’d known whenhe was starting out.“We started the business from a ‘we’re going to kill Yellow Pages’ perspective,”Borras replied. “One of the things we didn’t focus on soon enough was the customerperspective. Then when we got the deal with European Directories we realised thatwe needed feedback from local businesses, because both consumers and localbusinesses are our customers.”Evans agreed that it’s a mistake to think that the social channel is close to whatbusinesses need. Rather suppliers need to look first at the business needs of theircustomers. So he asked Borras how Tupalo fits into its partners suites of products.“I completely agree you need to get out and talk to businesses early on,” Borrasreplied, “because people need different things in different markets.”So Evans closed by asking with whom the panellists were now most interestedin having conversations.“We’re most interested in directory services, people who have relevant location-based content,” Diemmi said.“Local businesses and people with links to then,” said Rozin.“Potential partners, publishers, data owners,” said Borras. “We’re doing roll-outs inGermany, France and the US, and Italy is also very exciting for us.”Company Links:Stampfeet: Mobile Based Customer Loyalty App - http://www.stampfeet.co.uk/ .cTupalo: A place to discover, review and share local businesses - http://tupalo.com/Proximitips: Hyper local social magazine - http://www.proximitips.com/ Page | 11 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Day 2, Session 4 – Fireside Chat: A Conversation with Foursquare– We Sat Down with the 1st European Based Executive@FoursquareOmid Ashtari, Director of Business Development, FoursquareInterviewed Conducted by: Greg SterlingIntroduction: Omid Ashtari is the first executive at Foursquare working in Europe.Foursquare is one of the leading players in the local, social and mobile arena(SoLoMo). Local Social Summit seemed like a great opportunity to quiz him aboutthe company’s plans and explore how Foursquare sees itself in the context of thelarger local-social ecosystem.With more than 15 million users around the world Foursquare has emerged from thepack of check-in apps and has evolved from a game into a local discovery tool andmerchant loyalty platform. Foursquare is a great example of where all three – social,local & mobile - come together. Perhaps Foursquare is the king of SoLoMo anddefinitely a favourite among the digirati.Greg Sterling: What is Foursquare?Omid Ashtari: Our mission statement is that we want to make the real world easierto use. We do that by building tools for users that help you keep up with friends,discover whats nearby, save money, and unlock deals. Whether youre setting off ona trip around the world, coordinating a night out with friends, or trying to pick out thebest dish at your local restaurant, foursquare is the perfect companion.GS: So it’s a social city guide?OA: That’s part of what it is, but that definition doesn’t include some of the aspects Ijust described like for instance the rewards and money-saving piece.GS: Money-saving in what way?OA: We’ve built a bunch of free tools that allow businesses to claim their presenceon foursquare and allow them to upload specials for their customers. These specialscan be good to acquire users for the first time, like for instance get a free glass ofwine on your first check in - Newbie Special - or can be geared to reward loyal users,like for instance check in 10 times to get a 30% discount if you spend more than £10- Loyalty Special.There are many examples for these specials out there, even in London. Just open upthe app, hit explore and search for specials in your vicinity.GS: You have these examples of daily deals – how are you making that capabilityknown to small businesses? And how many SMBs do you have signed up? Page | 12 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

OA: We have more than 750,000 merchants that have claimed their location onfoursquare. Our platform has really loyal users, and often they approach the SMBsthemselves. We actively reach out to big merchants and issue case studies, whichwill hopefully inspire smaller merchants to use our platform. For us it’s all aboutbuilding the right tools for users and merchants right now and once we have it nailedto push the message out there.[For small business case studies we liked the one about Dos Caminos, a Mexicanrestaurant in NYC.]GS: Groupon is struggling to complement acquisition with loyalty. Foursquare doesthat, but how does the merchant know when a customer reaches the threshold toqualify for a loyalty reward?OA: We keep track of that. The merchants set the rules, and we automatically countup the check-ins. The redemption bit is still sometimes clunky but we are working onsome solutions there, like for instance when you set up a special we create a print-out to explain to staff what an unlocked special is and so on.GS: In the beginning, check-ins drove the initial adoption of Foursquare. Then thenovelty wore off. How does Foursquare now regard the game mechanic piece of theapp, and check-ins as a phenomenon, when people don’t care so much aboutstatus?OA: The check-in is just the start of the journey and, by the way, our check innumbers have been growing day by day. We are really excited about building toolsfor our users that make it easier for them to navigate the real world and one of thosefeatures is Explore: so for example, if you’re in Brixton and you’re looking for a sushiplace, you can set the radius you want to search within, and we can give yourecommendations based on your and your friends’ past check-in behaviour. Weunderstand that the ‘one size fits all’ search results are not the way to go and werecurrently the only ones that give you individual results.Game mechanics are an important element of our platform and they will continue tobe. Game mechanics alone, however, will not be enough to keep people engaged.You want to use game mechanics to onboard people and provide some surprisingexperiences along the way, but the real value has to be in recommendations, tips,discovery and specials.GS: Your biggest competitors are Yelp and Google. How do you see yourselvesagainst them?OA: The competitor set really depends on which part of what we offer you look at. Inany case we don’t care too much about what our competition does and just keepexecuting our strategy. Google Maps is a great product and I will always use it to findmy way around a city, but to find good tailor made restaurant recommendations forme on the go, foursquare is certainly the better solution. Just give it a try and see foryourself.GS: How are you approaching partnerships via the API?OA: Our APIs are open and free to use by anyone out there. We have made our usergenerated database of more than 30 million places available for everyone to use andhave seen a lot of success with it. Companies like Path, Instagram, Foodspotting etc. Page | 13 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

use it. We also make an anonymized fire hose of check ins available to selectedpublishers to write stories or to research institutes to analyze the flow of people incities. It’s really interesting to see this data come alive.[Examples of this data can be found on Flowing City - where we recommend this oneabout London – see bleow.]Greg also opened the conversation to questions from the Local Social Summitaudience.Question: Is the map of city check-ins available through the app?OA: No, but you can get check in data for individual locations.Question: How will you make money?OA: We’re obviously thinking about that. Most of what we’ve tried – distributingGroupon’s deals, for example – were pilots. But if you think about it, check-inbehaviour has lots of commercial value. Facebook uses their data for targeting byinterest, Google targets based on intent; I think we have both interest and intent andit will be easy to monetise that in the future. For instance it will be easy for us in thefuture to match the perfect customer up with the perfect business i.e. a pizza storethat doesn’t have enough customers but would pay for getting some people to thedoor with a person who is a pizza lover who is hungry and nearby.Question: Are all check-ins in the public domain? Page | 14 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

OA: We offer the option for people to check in off the grid too – which is a privatecheck in.Questions: Has that incentivised people to check-in more?OA: I wouldn’t know how that has affected our check in numbers at the moment.Question: Would selective visibility lead people to check in more?OA: I don’t have the stats. We have 3m check-ins a day, but I don’t know how manyare private. People usually have a small social graph on foursquare, so you’re onlygiving your location to a small, trusted group.Question: Are there applications in different verticals?OA: American Express is doing something in the US which we hope to bring to theEurope at some point. If you tie your Amex card to Foursquare, you will have accessto special load-to-card deals. When you swipe your card, you’ll unlock that deal. Forexample, if you spend $50, you get $20 straight back on your card. The clunkyredemption problem is thereby solved.[Foursquare also teamed up with American Express in the US to promote SmallBusiness Saturday in November 2010 and 2011…]Question: How about less frequent purchases that have a large element of loyaltybut low frequency, such as car dealerships?OA: We’ve not really thought about that. But anyone who deals with customers thatthey want to keep loyal can use foursquare and even integrate us in their loyaltyprogram via the API.GS: What about tradespeople who use Yellow Pages? Roofers, for example. CanFoursquare accommodate them?OA: Most of the use cases we’re thinking about are location-based as we don’t wantto pollute the database with too many virtual locations.Question: Does a phone call to a business count as a check-in?OA: At the moment, we’re focused on check-ins at physical locations.Question: Where do you stand on the use of real names versus pseudonyms?OA: Most people who create a Foursquare account import their Facebook profile intoit. I think that most people use their real names, but I don’t have any data on that.When we see people using an obviously fake name, we contact them. But we nevershow people’s last names on the platform, so you are anonymous to a certain extent.Question: What is the interface to accept a list of locations from a business thatwants to claim multiple outlets?OA: Go to foursquare.com/business to see how you can claim venues on foursquare.It’s pretty straight forward. Page | 15 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Question: What are your growth numbers?OA: We have 100 employees, 1.5bn check-ins since launch, 15 million users, 600%growth in Europe last year, 750,000 merchants on the platform, 5m places checkedin to in Europe last year. Urban areas stick out as places of high usage, but we alsosee a viral effect all over the map.[Note: on Foursquare day 16 April 2012 the service announced hitting 20 millionusers and 2 billion check-ins.] Page | 16 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Day 2, Session 5 - Panel: Big Brand LocalLeader: Mike Weston, most recently SVP/GM Europe, LyrisPanellists:  Duncan Ogle-Skan, Director EMO Local  Alistair Watts, Head of Ecommerce at Hand Picked Hotels  Janis Prescott, Social Media Manger at MINI  Leanne Tritton, MD ING MediaBackground:Much of this year’s Local Social Summit was dominated by talk of SMBs, but thispanel changed focus to look at how big brands are coping in the local social space.The brands represented directly were Mini, by Social Media Manager Janis Prescott,and Hand Picked Hotels, by Head of Ecommerce Alistair Watts. The panel wascompleted by Duncan Ogle-Skan, Director of localisation-specialist marketing agencyEMO Local, and Leanne Tritton, MD of reputation management company ING Media.Panel Summary:Panellists focussed on the new challenges to large brands implementing a localsocial strategy, including:  Customer service vs. promotion orientation  Tone of messages – formal vs. informal, conversational vs. informative, etc.  Continuity (when key social media employees leave)  Control vs. guidelines for employees, including pros and cons of personal identificationModerator Mike Weston began by asking the panellists to describe their approachto social media. Hand Picked Hotels’ Alistair Watt responded first, describing thechallenge the company faces as being to build critical mass in the social space whilerespecting the desire of local hotels to manage their own initiatives.“We used to tell them they couldn’t do social, butthen we realised that it was their passion that wasgoing to drive our success in social media,” he “We had the realisationsaid. “So we started looking internally for social that social is aboutmedia ambassadors.” Watt went on to explain conversations. So wehow the company spent the first 12 months of its tried to engage more on ainvolvement in social media creating a Facebook customer service levelpage, only to find that no-one posted on the page than a promotional level.”and no-one responded to the offers there. “Then -Alistair Wattswe had the realisation that social is aboutconversations,” he said. “So we tried to engage more on a customer service levelthan a promotional level.”Hand Picked Hotels found that a photo competition resulted in a big jump in thenumber of followers. This was followed by a photo and slogan competition thatstarted conversations. “We’re not making money,” Watt admitted, “but we’ve seenpockets of success and we now have a community willing to share their involvementwith the brand. We have 3,000 followers on Facebook, which gives us a reach of150,000 people.”Mini’s Janis Prescott identified a similar problem to that faced by Hand PickedHotels. Page | 17 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

“We have 150 dealerships in the UK,” she explained. “That means there’s massivepotential for disparate social presences. We are very protective of our brand, so thereare lots of difficult discussions around how we use social media. We’re a big brandbut we’re still working on our strategy to see how we can make the most of socialmedia.” One of those discussions, Prescott said, had been around where in thecompany social media should sit. “Now we have weekly meetings and we’re trying todo it holistically. In the long term though, everyone should manage their social mediapresence.”Leanne Tritton of ING Media agreed that lots of brands are struggling with thequestion of control in the social media space, because “social media as a tool is thecomplete antithesis of control.” “Many brands have just jumped in, but you need tothink of what you’re trying to achieve,” she said. “It’s like a parent talking to a toddler;parents have rules, but toddlers have no rules.”Finally Duncan Ogle-Skan introduced EMO as “an agency that works for big brandsin the social space. Our work used to be around the singularity of the message, butnow we concentrate on looking for the right audience for the communications wehave,” he explained. “We’ve also moved much more into training and mentoring,rather than doing social media for people.”He gave an example from one of his clients, BMW. Someone in their Park Lanedealership had spotted a Tweet from singer Lily Allen asking for advice about which4WD to try, from a shortlist of Mercedes, Volvo and Lexus. He tweeted backsuggesting Allen might like to try a BMW, and then put the singer in touch with theright person at the dealership to organise a test-drive. Ogle-Skan emphasized thatthe case study showed the benefit of the agency’s approach in mentoring the dealerin how to approach Twitter.Lily Allen Twitter Case Study – “the tweet stream”: Page | 18 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Tritton agreed, pointing out that the exchange “didn’t use the type of language you’dsee in a brochure”.“You need to see how the audience wants to talk, rather than talking the way in whichyou would want to talk. You need to loosen up your tone of voice,” she said. “Alsowe’re completely hung up on measurement, but sometimes there are things you can’tmeasure, and you just have to accept that.”Ogle-Skan finished this exchange by highlighting the fact that, in the Super SocialBusiness panel on Day 1, the participants talked about social media in terms ofpassion rather than performance.The next question went to the heart of the difference between large and smallcompanies’ use of social media – how do you scale its use?“For Hand Picked Hotels, social media has ended up in ecommerce, but I see myrole as creating a structure where people can use it, rather than trying to do it allmyself,” Watt said. “Where we found strong ambassadors within the business,they’ve helped us to persuade the board of the value of social media by giving usexamples of local engagement. I’m pleased that there are tools that enable us to dothat.”Watt was then asked whether each hotel has its own Twitter handle. “We’veprotected the Twitter handles and so on for each of our businesses,” he replied. “Butonly a handful of them engage in social media. The challenge is that someone isenthusiastic, they build up a presence, and then they leave. Continuity is a bigproblem.Mini’s Prescott described a similar approach.“We didn’t encourage all our dealers to use “Use common sense; beFacebook,” she said. “They have to be able to do authentic; be personal; beit and sustain it. We’ve told them it isn’t a job for local.”the trainee; people have to be given training.” - Janis PrescottPrescott explained the company had produced aguide on how to respond: “Use common sense; be authentic; be personal; be local.”“We’ve said they need to maintain their own Facebook page and Twitter presence.We monitor what they’re doing and offer advice, but we don’t intervene. But then wedo find that dealers will answer questions directly on our page. It tends to be self-regulating, though, because these people are fans.”Tritton picked up on another concern businesses often have, that of staff memberssaying inappropriate things on social networks. “If someone can’t be let loose onTwitter, why are they let loose in the organisation?” she asked. “All communications Page | 19 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

issues come back to the management of the organisation. If it’s well run and ethical,then social media problems can be solved. What companies really need to work on istheir overall levels of trust.”Looking outside the organisation, will “social media terrorists” ever go away?Tritton looked on the positive side. “Companieshave always had annoying customers,” she said. “If99% of your customers know that your product is “Companies have alwaysgood, that will protect you.” had annoying customers. If 99% of your customersWatts went further. “By monitoring Twitter, you can know that your product issort out complaints as they go out, and stop them good, that will protectbecoming a problem. It’s much better to use social you”.media as a loyalty vehicle than for promotions.” - Leanne TrittonA delegate then asked whether the panellists consider clout scores.“We’re just becoming aware of that,” Watt said. “There are better tools in the marketnow, so we can match Tweets to profiles and reach. It’s really important to know whothe tweeters are. “The traditional sales manager role in my business has to changeand evolve. They need to identify key customers through Twitter and respond tothem.”Perry Evans from the audience asked the panels’ thoughts about some researchrecently done in Japan that found that the people representing a brand who usedtheir own name on Twitter were the most formal, while those who didn’t use aname and simply represented the brand were the least formal and also got the bestresults.Ogle-Skan agreed that employees not being personally identified encourages amore informal response, but he argued that this is not always the best approach.“BMW went for just a company identifier on their tweets, but they also createdpersonal accounts for the cab drivers they use to ferry people around,” he said.Prescott said the only problem she could foresee with employees not giving theirnames on Twitter was that customers would struggle to get back in touch to theperson they’d spoken to about a problem, especially in a big organisation.Ogle-Skan echoed the problem of continuity raised by Hand Picked Hotels’ Wattearlier: “One or our clients had an employee who was a social media enthusiast whoset up a Facebook page. When they left they just shut the page down. The fact thatcontrol didn’t reside within the business or the individual outlet then caused aproblem”Finally the panel were asked what they thought the rules should be foremployees tweeting about their own brand?“We set guidelines about being an ambassador for the company,” Prescott said.“Generally people need to be more savvy.”Tritton’s view was that these issues are covered by existing employment rules, whileWatt related an anecdote illustrating the problems companies can create forthemselves in this area: “We used to have a group of former employees expressing Page | 20 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

negative views about the company on a Facebook page,” he said. “HR wanted me toshut the page down, but I couldn’t because Facebook is blocked in our company.The former employees knew it was blocked, so they thought the company couldn’tsee what they were posting.” LSS Insights - Day 2, Session 5:  Local branches of national brands must “act locally”.  It’s increasingly important to identify key customers through Twitter and respond to them.  Agencies should train and coach clients in the correct tone and approach to use on social channels.  The problem of continuity needs to be addressed (internal social media enthusiasts may leave, leaving the company with a hole in their social media strategy.)  Risk of external abuse must be considered, but companies have always had annoying customers.  Guidelines must be communicated to all employees about tweeting/posting about the brand and how to be “brand” ambassadors. Page | 21 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Day 2, Session 6 - Panel: Can Social Media Be OutsourcedLeader: Jonathan Ewert, CEO CoderoPanellists:  Justin Sanger, Founder JoinHere  Seb Provencher, Founder Nedium  Dennis Yu, CEO BlitzLocal  Simon Baptist, European Directories  Eric Partaker, Co-Founder ChilangoBackground:In this debate the questions we explored included:  Is it effective for a local business to outsource some or all of its social media activity?  Does it scale?  Is it even ethical?  What process should a local business use to decide the strategy on in-house vs. outsource?  What criteria should they use to choose the right supplier/partner?Panel Summary:The subject of outsourcing social media cropped up throughout the summit, but thispanel was intended to address it head on. Jonathan Ewert began by setting thescene:“58% of marketers use social media for more than six hours a week,” he said.“What’s more, the more time you spend using social media, the more you do it.Social media is already being outsourced, and outsourcing is accelerating as socialmedia usage becomes more complex. Usage of social media has doubled in the past12 months, from 14% to 28%.”“So why is outsourcing accelerating? Is one reason the falling trust in government, orare we making our own homework?”According to Ewert, there are three trade-offs brands need to consider:  Having an authentic voice versus delivering a consistent message  Having control of the message versus over-control  Empowering your employees versus unleashing the hounds“Why did search scale?” Ewert asked. “And can social scale in the same way?”Justin Sanger’s response was that search is a black box, whereas social haschanged everything. We’re now looking for businesses to get involved, to engage.That’s the scalability question.”Ewert then asked what the right qualities are in a platform for outsourcing.“SMBs need tools that will help them to scale,” replied Seb Provencher. “They needto optimise the amount of time they spend managing their accounts and optimisetheir responses to ‘good enough’. There needs to be software to make all this easierfor the humans.” Page | 22 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

But Dennis Yu questioned how big a role software can play. “Social media is aboutpeople. Software doing it won’t be authentic,” he said. “The first step is localenthusiasm, the second is the introduction of process, and the third is the trainingand guidelines that enable real people to do it properly. “The other problem isresourcing. Companies will have huge call centres, but then hire one person to dosocial media.”Provencher pointed out that, although companies tend to employ small numbers ofsocial media staff, that doesn’t mean those staff aren’t supported. “This is the frontline, but frontline staff aren’t expected to know everything,” he said. “Even in acomplex operation, they can hand over to anexpert.” “Where people used toSimon Baptist meanwhile said he’d come to question a company’s lackbelieve that all sectors can outsource their social of a website, soon peoplemedia. “It’s not necessarily right for each will question the lack of aindividual business, but you can succeed through social presence.”outsourcing,” he said. “Where people used to - Simon Baptistquestion a company’s lack of a website, soonpeople will question the lack of a social presence.”Eric Partaker picked up on one of Ewert’s opening points, that the more marketersdo in social media, the more time they spend. “I spend maybe five hours a week onTwitter, plus we have another person spending the same amount of time onFacebook. But restaurants are different from typical SMBs; the feedback loop isexpected to be immediate. Also the business is finding its way, so I don’t see anyother way to do this.”Ewert asked what social media functions could be covered by outsourcing?Sanger replied that he believed engagement to be highly over-rated. “One-third ofindustries are driven by emergency needs,” he said. “You have to keep the customerin mind; who wants to get constant messages from a supplier, such as a plumber,who they hope to never have to use again? “There is a massive set of toolsavailable, but when talking about social media, we’re talking about paying attention tocustomers. They’ve moved from being listeners to being participants. For businessesto succeed, they need to know how to talk to customers at the right moment, andthat’s often not through Facebook. I think we’ve been talking too much aboutFacebook here.”Ewert then raised the familiar spectre of SMBs not properly understandingsocial media. “Is there a downside if you don’t understand it?” he asked.“Every single possible downside,” Yu replied. “There are lots of companies out therewhich have a good customer base and they don’t need this. What’s more, you can’tget the best people to help SMBs, so you’re dead before you start.”Partaker highlighted how complicated the elements involved in social media are.“You’re dealing with the most complex variable on the planet – another human being– and the most complex variable in business – your brand, which is a felt sensation. Ican’t see that relationship being outsourced. If you don’t own it you’ll screw yourself.The only bit I can see being outsourced is the commoditised bit.” Page | 23 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Provencher argued that in an area such as leadgeneration, where his company operates, there canbe a commoditised voice, “because there aren’t “You’re dealing with the200 w ays of presenting an offer in 140 characters.” most complex variable on the planet – anotherPartaker’s response was that there need to be human being – and theclear lines drawn around what can be most complex variable incommoditised and what can’t. “The worst thing is a business – your brand,commoditised response where a human response which is a felt sensation.”is needed,” he said. - Eric PartakerA question was then asked about the quality of the tools that can be used inthe commoditised areas, before and after the conversation.Sanger replied that he believed that social is about acquisition and retention, twothings that are very separate but which are beginning to clash. “That’s happeningbecause the customers I’m retaining have the ability to help me with acquisition.People often think of social from a purely marketing perspective, but much of it isabout customer retention.”Baptist agreed. “It’s about empowering the super-promoters,” he said. “There’s adifference between having followers and having a community.”Partaker reiterated his point from the Super Social Business panel that acquisitioncomes organically from retention. “I’m always looking for problems in my business. Iwant people to blast us, because I know that when I sort out the problem I’ll get moreloyal customers as a result.”“The number one goal of business owners is toget close to their customers,” Sanger said. “It’s “… [in social media] … Youso much better to get close to your existing have to treat the mostcustomers than to acquire new ones.” influential people differently,”Ewert then moved on to another of his starting - Justin Sangerquestions, the problem of entrepreneurs’ time.What can outsourcing offer an entrepreneur that is worth investing money ortime on?Provencher was pragmatic, identifying the sweet spot as a cost of between $50 and$100 a month. And Baptist argued that it is not simply a question of saving time, butalso of making money.Yu however was sceptical. “The lie in the SMB space is that tools will save you time.If the tools work you will just end up with loads more relationships to manage. Andthe tools are crap anyway.”Another question touched once again on homing in on the key influencers.Yu argued that, when everyone’s on social media, companies have to have a way toprioritise who they speak to. “At the moment it’s being done through PR,” he said. “Inthe future it won’t be.” Page | 24 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Sanger observed that the affiliate space followed the 80:20 rule, but said heexpected the split in social media to be even greater. “You have to treat the mostinfluential people differently,” he said.Note: Slide deck for this session is available here on Slideshare. LSS Insights - Day 2, Session 6:  SMBs will need to continuously evaluate their social presence.  Software platforms can help¸ but businesses need to have a handle on the human interaction, and its primary aims, retention and acquisition of customers.  Key influencers need to be dealt with differently.  Total outsourcing is risky, and may result in loss of contact between the company and the customer. Page | 25 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Day 2, Session 7 – Closing Keynote: Charting Collection ofConnections in Social Media. Dr. Marc SmithSpeaker: Dr Marc Smith, Director of the Social Media Research FoundationBio: Dr Marc Smith is a sociologist specializing in the social organization of onlinecommunities and computer mediated interaction. Smith leads the Connected Actionconsulting group and lives and works in Silicon Valley, California. Smith co-foundedthe Social Media Research Foundation (http://www.smrfoundation.org/), a non-profitdevoted to open tools, data, and scholarship related to social media research.Note: The complete slide deck is available here on Slideshare.Session Summary:Society is now very much online. We’re nowswimming in Tweets, replies, like and so on,and it’s very confusing, because we don’tsee the structure. We only see the next post “We’re now swimming inor the next Tweet and it just becomes an Tweets, replies, likes and sooverwhelming sea of data. on, and it’s very confusing, because we don’t see theBut people gathering in social media form a structure. We only see thetype of crowd. In the physical world, crowds next post or the next Tweetare very familiar and we find it easy to make and it just becomes anjudgements about them. Is it a big crowd? Is overwhelming sea of data.”it angry? Is it marching? When we look at –Marc Smithsocial media, the challenge and theopportunity is that crowds there are hard tosee, so we’re disorientated.Making Maps of Social Media. What I’m interested in is making social mediacrowds visible, and when we do that, we can see that the crowd pictures vary, just asthey do in the physical world. And 2011 was very much the year of the crowd; there’snothing that you can’t get done when you and 150,000 of your closest friends gettogether and demand a change of regime.Social media is all about connections between people (slide 3). All aroundcyberspace, wherever people are linking, reviewing, rating, following - doing all thethings I call the internet verbs (slide 5) – patterns are left behind and we can analysethose patterns. Every time you like, rate, review, follow, you create what we call anedge, which is a connection between two entities. While that sounds abstract, insocial media, the entities are people and the relationships between them are theinternet verbs.Creating A Social Network Tool. Our aspiration is to take network analysis the wayword processing has gone. Publishing used to be very complex but now, with word Page | 26 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

processing and layout software, anyone can make decent attempt at producing amagazine. We want to make it easy to look at social networks and see the structuresthere, for example hubs (slide 7). Hubs are important in social media, but they’re notthe only structure. There are also bridges (slide 8) and clusters (slide 9) – in thephysical world you see clusters where people gather under banners based on theirsub-community within the crowd. If we take a picture, we can get an insight into thenature of the crowd and see the structure (slide 11).Two Key Questions to Answer. What we’re doing is the photo-ethnographic studyof crowds around the internet, and the sociological goal is to answer two questions:  How many kinds of crowds are there?  How many kinds of people are there?Not in a demographic sense, but in the sense of how do people occupy the strategiclocations on the graph. Some people are hubs – in the centre of the graph – andsome are isolates. They’re on the graph but they’re not connected to anyone. Ifyou’re a marketer responsible for new customer acquisition, isolates are great,because of all the people in the world, they’re ones who’ve just mentioned the nameof your brand. But if you’re looking to change an entrenched belief about your brand,hubs are more important, because they have more influence – they are heard. Figure: Slide 13The Person With the Most Followers May Not Have The Most Value orInflueance. Lots of people look at social media and look for the people with thehighest number of followers, but it’s possible to have many followers and not be thecentre of the graph. Conversely, you can have few followers but lots of influence.That’s typically a bridge, a person who links to another group. So follower count canlead you astray. “Lots of people look at social media and look for the people with the highest number of followers, but it’s possible to have many followers and not be the centre of the graph.” –Marc Smith Page | 27 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

The key concept is centrality (slide 14). Eigenvector centrality measures howconnected you are to people who are well-connected; it’s how Google’s Page Rankworks.Betweenness is your bridging score. It’s why two connections can be more powerfulthan 200. Figure: Slide 14We are now living in a networked society, and we need to be able to look at thesenetworks, so we need tools. The tool we’ve built, NodeXL (slide 26), aspires to be abrowser for GraphML, a Firefox for networks. It’s a simple way of describing acollection of connections.So we’ve built open tools – NodeXL. We’reworking on open data: the NodeXL Graph “.. without that map of theGallery allows people to share the graphs network, all you’d know isthey’ve created (slide 28). We would love to that the volume of calls tosee you using the tool, and if you do produce your helpdesk had shotgraphs with it, we’d love you to share them in up, with no explanationthe graph gallery. And we encourage open why.”scholarship (slide 29). –Marc SmithOur goal with the graph gallery is to have ataxonomy of all the types of social media structures, and to be able to identify them,to be able to say that this structure is typical of a juvenile community, while this istypical of one that is mature.Pictures tell stories. Most people are not statistical thinkers. If I only show you thespreadsheets the graphs are based on, they would be much less compelling than thegraphs, and we wouldn’t be able to come up with the stories we can tell if we see theimages. For example, the balance of clusters and isolates says something about thenature of the subject, because isolates are people who are not yet part of thecommunity, and if people are talking about a product, a graph with lots of isolates is Page | 28 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

typical of a brand, while one where there are no isolates shows a well-connectedcommunity. So we have a thermometer for “brandiness”.When social media strategists do social media for a client, their tools are insufficientto show what they’ve achieved. Only a network perspective can show what’s a brand,what’s a community, and what’s in-between. This is the only tool we know of that canshow what happens in social media when a marketer runs a promotion, not just interms of volume, but in terms of the structure of the crowds around the product.Using these graphs, we’re starting to understand the different flavours ofsocial media. We can recognise the different flavours of message boards, forexample. And if we look at a series of graphs of the same message board over time,we can start to see trajectories. For example, we can recognise the answer people ina community, for example. You can tell them because they have a lot of outboundlinks but very few inbound links. People get answers from them, but rarely reply tothem. So we can see when these people leave, and the number one reason theyleave is because of hurt feelings, because they feel unappreciated. And often theonly thing it takes to get them back is a branded coffee mug; something that makesthem feel appreciated. The amount of money these people can save you in customerservice resources is hugely significant. However, without that map of the network, allyou’d know is that the volume of calls to your helpdesk had shot up, with noexplanation why.I think of this as a kind of social camera for visualising the invisible crowds incyberspace. We’re the Kodak Brownie, the consumer-grade product. And just asreal-world photography gets used in mundane ways for business, we can now usethis cyber-photography for similarly mundane but important tasks. LSS Insights - Day 2, Session 7 – Closing Keynote:  Social Network Analysis (SNA) can be used to make the online crowds visible.  Every time a user likes, rates, reviews, follows or post a links this creates an edge. These edges expand beyond to the Open Graph of people to a graph of interests and intentions.  The person with the most followers or most retweet may not be the most important, influential or valuable within any group or community.  The key is Eigenvector centrality, as this measures how connected a person is to people who are well-connected.  Many of the tools that social media strategists are using today are insufficient.  Social graphs can become maps that will help guide and create meaning for business, institutions and governments. Page | 29 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

About Local Social Summit & This ReportThis report was edited by Dylan Fuller and Mike Abeyta.You can follow Dylan on Twitter @afullerview. You will find Mike on LinkedIn:http://uk.linkedin.com/in/mikeabeytaMike Nutley wrote the bulk of the session summaries. You can find him here onLinkedIn: http://uk.linkedin.com/in/michaelnutleyThanks again to all our speakers, panellist, moderators and attendees.Local Social Summit (LSS) was co-founded by Dylan Fuller and Simon Baptist.Contact details:  dylan@localsocialsumimit.com  simon@localsocialsummit.comLocal Social Summit is an independent event for knowledge sharing andnetworking that explores the intersection of Local and Social Media. We strive toeducate and inspire with a focus on the cutting edge by showcasing emerging trendsat the intersection of Local, Social and Mobile. LSS is designed for a wide spectrumof Local Media stakeholders, including publishers, advertisers, start-ups andinvestors.The co-founders would like acknowledge and thank the LSS advisory board for alltheir important contributions and time invested in helping make LSS the industryleading event for local social. As one 2011 participant who goes to more than 20events in a year globally said: “LSS was the best conference I attended in 2011,thanks!”The LSS 2011 Advisory Board Included: Greg Sterling – Analyst and contributing Editor for Search Engine Land. Seb Provencher - Web entrepreneur and Co-founder Needium. Perry Evans – CEO at Closey. Serial entrepreneur. Jonathan Ewert – CEO at Codero, proven c-level executive. Mike Abeyta - Co-Founder and Director, Akesios Search Analytics. Thank you advisors!Local Social Summit can be found on the Internet at the following locations:  Slide Presentations – slideshare.net/LocalSocialSummit  Facebook – facebook.com/localsocialsummit  Twitter – @locsocsummit  Tumblr - localsocialsummit.tumblr.com/  YouTube - youtube.com/user/localsocialsummit Page | 30 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

LSS’11 SponsorsWe want to thank our sponsors for their support, input and for being forward thinking.Without sponsors Local Social Summit would not be possible. BlitzLocal serves retail and and franchised companies that need local presence. http://www.blitzlocal.com/ deCarta is the leading provider of advanced and comprehensive geospatial software platforms for today’s cutting-edge Internet, mobile, personal navigation and enterprise location-based service (LBS) applications. http://www.decarta.com/ InnerBalloons helps traditional publishing businesses innovate into vertical and local search players and help these niche sites drive greater revenues and profitability. http://www.innerballoons.com/ JoinHere provides a social engagement platform that enables businesses to consolidate and organize their social network. http://www.facebook.com/JoinHere Needium is a social lead generation tool for SMBs. http://needium.com/ Social Media Research Foundation: We are social media researchers who want to create open tools, generate and host open data, and support open scholarship related to social media. http://www.smrfoundation.org/If you are interested in sponsoring Local Social Summit 2012 in Novemberplease contact us on email: info@localsocialsumit.com Page | 31 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Local Social Summit 2012: Dates & InformationLocal Social Summit 2012 (LSS’12): is scheduled for 14-15 November 2012 inLondon. We are confident that LSS’12 will exceed all previous LSS events in terms ofcontent, engagement, insights, learning and networking opportunities. We are alsoworking on plans to offer LSS attendees and sponsors additional benefits, so pleasestay tuned.Additionally, London is hosting the Olympics this year, the first truly 100% digitalOlympics. We will be on the front line of this exciting global event and we are surethat this will be a major topic for LSS ’12.Topics for 2012 will include:  SoLoMo Picks up Speed  Social Travel  The Connected Consumer  Insights from London 2012: The 1st Digital Olympics  Big Brands Local  Super Social Business - New Case Studies  Hyperlocal in Europe  Innovation in Local Social Vertical Apps  Social Network Analysis  The Local Facebook OpportunityAttending LSS’12:If you are planning to attend LSS’12 the Early Bird tickets are now available here -http://lss2012.eventbrite.com/ Page | 32 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Sponsorship Opportunities for Local Social Summit 2012“Sponsoring this event gave Akesios considerable exposure and networkingopportunities to both the market influencers and to prospective clients.” - Ben Barney, CEO, AkesiosLSS is funded by our proud and forward-thinking sponsors who receive visibility asthought leaders at exhibition/breakout sessions (workshops, labs, the demo zoneetc), networking and other benefits according to their sponsorship level. Sponsorsare selected based upon their ability and desire to contribute to the dialog of theconference, and to provide the highest value content to the attendees.Past attendees include people from companies including: BBC, Burger King,Deutsche Telekom, eBay, Eniro, Facebook, Foursquare, European Directories,Google, ITV, Lyris, Microsoft, NDS, Northcliffe Media, Nokia, Nomura, OgilvyInteractive, Schibsted, Seat Pagine Gialle, Sky, Swisscom, The Toronto Star,Travelzoo, We Are Social, Yell and Yelp.Over 60% of the participants are at board or executive decision making level withtitles like: CEO, CTO, CxO, Managing Director, General Manager, Senior VicePresident and Founder.For more information on speaking and sponsorship opportunities for LSS 2012please contact us on email: info@localsocialsumit.com Page | 33 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit

Local Social Summit Report No 2 & Trends for 2012

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