Building the Future Landscape of Geofencing SXSW workshop Teaser

2,418 views

Published on

A teaser document for a 2014 SXSW workshop.

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,418
On SlideShare
0
From Embeds
0
Number of Embeds
1,083
Actions
Shares
0
Downloads
26
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Building the Future Landscape of Geofencing SXSW workshop Teaser

  1. 1. Building the Future Landscape of Geofencing: A workshop outline 3.8.2014 SxSW2014 | #georights
  2. 2. Agenda & content The Importance of Location Overview of the Landscape, who is doing what, what are the opportunities, what should we be concerned about? Data Privacy & Rights Implications Location Ownership & Rights Implications Building the Manifesto Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights
  3. 3. How you’ll be involved Interactive Polling Periodically, questions pertaining to the topic being discussed will be asked in order to gain insight into the opinions of the people participating in the session. Manifesto Creation At the end of the session, we will use the information discussed throughout the session in order to develop a manifesto that frames the future landscape of geofencing. Interactive Scenarios Scenarios will be presented and walk participants through methods of engagement, Business/Marketer’s perspective, and User/Consumer’s perspective. After each scenario, polling results will be reviewed, and an attempt will be made to demonstrate the engagement technology live in the room during each scenario. Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights
  4. 4. Importance of Location •  What is it about place and why do we care so much? è The role location & place play in memories •  Geofencing is an emerging capability with rapid growth •  Why create of a manifesto? è Encourage dialogue around protecting consumer rights to privacy & avoid situations like CAN-SPAM è Define ethics for using this marketing technology to allow for mutually beneficial evolution for both marketers and consumers. Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights
  5. 5. Overview of the landscape location boundaries data GEOFENCING •  Location: The human need to describe the context in which they are è GPS technology (1970s) – allows you to pin point where you are with accuracy •  Boundaries: People like drawing definition around something to trigger and action or feeling. If the line is crossed, then something happens. •  Data: provides context connecting users’ physical presence to the virtual world around them. Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights
  6. 6. Overview of the landscape - Continued •  Market focus: moving from outdoors to inside è Nokia, Google, Apple •  Consumer context è Geosocial on the decline, geo-location on the rise •  Technology precision is increasing •  Application trends è Location aware è Personalization through proximity è Predictive & connected thinking Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights
  7. 7. The Data Story •  Data is one of the key ingredients of geofencing è Geofencing is both a data consumer and data provider è Crowd-sourced data is driving a new breed of applications in this shared economy (Waze) •  Who really owns this data? è The consumer (person generating this data) vs. the platform (where the data is stored and used) è Many data relationships create black hole of fear for both sides è Consumers current concern about giving up location data •  Mutually beneficial relationships are based on trust è Trust and transparency aligns brands to people’s values è Trust means consumer centricity is at the center Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights
  8. 8. Putting Up Fences •  Why geo-fencing? Customer-centricity: understanding the customer from their context è Understand when customer need overlaps with what you can provide & when it doesn’t è •  Consumer-centricity can lead us to protect against or collaborate with other brands è Shelf space in Retail – some brands want to own as much as possible while others partner with similar brands to gain space è Competitive blocking maneuvers vs. partnership •  Brand geo-conquesting or geo-collaborating è Should there be a similar value, and possibly marketplace, for air or virtual space with geofencing? Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights
  9. 9. Manifesto Creation •  Crowd-sourced Manifesto •  Outline of Manifesto è Situation è Stakeholders è Topics: §  What do users expect from marketers? §  What do marketers expect from users? §  What do marketers expect from each other? §  Privacy of data §  The Future •  Discuss hotly contested topics •  Signing of the Manifesto Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights
  10. 10. Presenters Jay Wilson Jenessa Carder Kevin Pound Technology, Sr. Manager Digital Strategy, Sr. Associate Business Consulting, Manager Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

×