It’s a new age, and people are interacting with information in new ways.
The , hey this isnt just made up stuff, here's some numbers slideMaybe talk about the decline in usage and stickiness of traditional marketing methods News & 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 & 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
Dell.com 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
Signal Austin: The Leveraging Local Conversation<br />Austin, tx March 10th, 2011<br />
Why Place Doesn’t Matter In Location Marketing<br />Andy Lark | kiwilark<br />CMO Public & Enterprise, Dell<br />
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 />
What if you have no place?<br />(we’ve been virtual for 25+ years)<br />
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 />Dell.com<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 />
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 />
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.
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 />
1. Apps extend and enhance locale<br /><ul><li>75% post event user retention