Andy lark

Signal Austin: The Leveraging Local Conversation
Austin, tx March 10th, 2011

Why Place Doesn’t Matter In Location Marketing
Andy Lark | kiwilark
CMO Public & Enterprise, Dell

Internet Era
Virtual Era
Information Era
Stream
 cloud
Send
 client 
Search
 network 
Welcome to the Virtual Era

What if you have no place?
(we’ve been virtual for 25+ years)

Teams in
Do we experience virtual locations in the same way as physical?
FourSquare
7M+
Twitter
175M+
Facebook
500M+
Dell.com
4.5M Per Week
Dell Community
1.7M Members
Dell FB Fans
3.5M
11,574
TEXT MESSAGES
Per Second
LinkedIn
80M+
Yelp
45M in
January 2011

More than a Location: Places are becoming virtual
Digital presence blurs the lines between the physical
and virtual and is time based
Woohoo Epic Swarm Badge!
I’m so totally going to be the mayor of this place
What band is this? I just came to check in

Location is as much about time

9
Confidential
Monitors and routes over 22,000 online mentions of Dell every day
Conversations analyzed by topic, sentiment, share of voice, geography.
Information routed to the right people - wherever they are in Dell- for response, insight, or action.

A Confluence of Technology(everything becomes a social object)
GPS
Social
Imaging
Search
Apps

1. Apps extend and enhance locale
75% post event user retention
4 pieces of content consumed daily
>50% prefer video
High-degree of time/place shifting

Socially powered apps converge location, event and content

2. Everything is content. Everything location aware.
13
QR code Sponsorships
Augmented Reality
Gaming & Rewards
QR code Stations

IT Admins
Executives
Engineering
Consultants
3. Check-in to virtual locations to build the community

4 Connect social behavior to revenue
Visits
Revenue

Clean-up
Learnings
Apps are awesome
Align location and time
Converge communities
Intersect events
Reward, reward, reward
ROI riddle continues

THANKS !
andy_lark@dell.com | thedailylark.com
kiwilark

Andy lark

by Signal Chicago 2012 on Mar 10, 2011

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