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Andy lark

  1. 1. Signal Austin: The Leveraging Local Conversation<br />Austin, tx March 10th, 2011<br />
  2. 2. Why Place Doesn’t Matter In Location Marketing<br />Andy Lark | kiwilark<br />CMO Public & Enterprise, Dell<br />
  3. 3. I<br />
  4. 4. Internet Era<br />Virtual Era<br />Information Era<br />Stream<br /> cloud<br />Send<br /> client  <br />Search<br /> network  <br />Welcome to the Virtual Era<br />
  5. 5. What if you have no place?<br />(we’ve been virtual for 25+ years)<br />
  6. 6. Teams in<br />Do we experience virtual locations in the same way as physical?<br />FourSquare<br />7M+<br />Twitter<br />175M+<br />Facebook<br />500M+<br /><br />4.5M Per Week<br />Dell Community<br />1.7M Members<br />Dell FB Fans<br />3.5M<br />11,574<br />TEXT MESSAGES<br />Per Second <br />LinkedIn<br />80M+<br />Yelp<br />45M in <br />January 2011<br />
  7. 7. More than a Location: Places are becoming virtual<br />Digital presence blurs the lines between the physical<br />and virtual and is time based<br />Woohoo Epic Swarm Badge!<br />I’m so totally going to be the mayor of this place<br />What band is this? I just came to check in<br />
  8. 8. Location is as much about time<br />
  9. 9. 9<br />Confidential<br />Monitors and routes over 22,000 online mentions of Dell every day<br /><ul><li>Conversations analyzed by topic, sentiment, share of voice, geography.
  10. 10. Information routed to the right people - wherever they are in Dell- for response, insight, or action.</li></li></ul><li>A Confluence of Technology(everything becomes a social object)<br />GPS<br />Social<br />Imaging<br />Search<br />Apps<br />
  11. 11. 1. Apps extend and enhance locale<br /><ul><li>75% post event user retention
  12. 12. 4 pieces of content consumed daily
  13. 13. >50% prefer video
  14. 14. High-degree of time/place shifting</li></li></ul><li>Socially powered apps converge location, event and content<br />
  15. 15. 2. Everything is content. Everything location aware.<br />13<br />QR code Sponsorships<br />Augmented Reality<br />Gaming & Rewards<br />QR code Stations<br />
  16. 16. IT Admins<br />Executives<br />Engineering<br />Consultants<br />3. Check-in to virtual locations to build the community<br />
  17. 17. 4 Connect social behavior to revenue<br />Visits<br />Revenue<br />
  18. 18. Clean-up<br />Learnings<br /><ul><li>Apps are awesome
  19. 19. Align location and time
  20. 20. Converge communities
  21. 21. Intersect events
  22. 22. Reward, reward, reward
  23. 23. ROI riddle continues</li></li></ul><li>THANKS !<br /> |<br />kiwilark<br />

Editor's Notes

  • It’s a new age, and people are interacting with information in new ways.
  • The , hey this isnt just made up stuff, here&apos;s some numbers slideMaybe talk about the decline in usage and stickiness of traditional marketing methods News &amp; PrintTVEmailTalk about how users validate or invalidate marketing claims quickly these days , leaving a lasting digital fingerprint that attaches to things good and bad.These digital places are larger than any city and in some cases larger than whole market segments.
  • The new locations are apps, mobile devices, communities, companies and people themselvesPossibly something about how these virtual places have more marketing impact than a stadium full of people, and in some cases the superbowl? – Largest stadium in USA – Michigan Stadium = 109,000ppl Largest stadium in world May Day Stadium = 150,000ppl FourSquare – 7Million Members 2/21/2011
  • 75% post event retention up to 4 weeks, continued engagement for as long as content is updatedAs event visitors head home they continue to access the app from global locationsAverage user consumed 4 pieces of Dell content daily during the event Videos are a favorite with 56% of users preferring this content over podcasts and articles – 2 minutes is the sweet spot Content most clicked – event speeches &amp; keynotes ,tips, blogs, opedKeys to success - Content is highly curated for audience, white glove treatment with devices and application, executives mention apps in keynotes, sessions and in passing
  • is a locationIn a complex buying environment, multiple decision makers from the same company will be on the site at the same timeApplying principles from physical location marketing (check-in, badges) we can encourage cross-working and loyalty – and potentially accelerate decision makingWe know there is a correlation between our community engagement and purchasing
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