Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so much more. Fact is, there are many contexts, and you can’t afford to address them all. Instead, we’ll discuss the different types of experiences you can create and show you how to choose the one that’s right for your brand: What fits your unique communication goals, the needs of your target audience, and the dueling constraints of budget and resources? What’s sustainable? And how should your contextually relevant content strategy respond to new opportunities in responsive design? In this session we’ll walk through examples of how real brands have tackled context in all its forms, and dig into the challenges you face to identify a message architecture, choose contextually relevant experiences, and sustain your efforts over time. Presented at O'Reilly Where Conference, #whereconf, Location Marketing Boot Camp, on April 2, 2012 with Sara Wachter-Boettcher.

1. @mbloomstein & @sara_ann_marie
© 2012© 2012
Where 2.0 April 2012
Margot Bloomstein
@mbloomstein
Sara Wachter-Boettcher
@sara_ann_marie
CONTEXT TRUMPS LOCATION—
BUT BRAND BACKS THEM ALL!

2. @mbloomstein & @sara_ann_marie
© 2012
This will not be the most
mind-blowing 10 minutes of
your life,
but it will be damn close.

3. @mbloomstein & @sara_ann_marie
© 2012
Meet Margot, or @mbloomstein.

4. @mbloomstein & @sara_ann_marie
© 2012
Meet Sara, or @sara_ann_marie.

5. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!

6. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

7. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

8. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

9. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

10. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

11. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

12. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

13. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

14. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

15. @mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

16. @mbloomstein & @sara_ann_marie
© 2012
This stuff’s exciting, AMIRITE?
Location, location, location!

17. @mbloomstein & @sara_ann_marie
© 2012
This stuff’s exciting, AMIRITE?
Location, location, location!

18. Reality!

19. @mbloomstein & @sara_ann_marie
© 2012
You are not a rock star.
You have constraints, even in
the fast lane.

20. @mbloomstein & @sara_ann_marie
© 2012
EVERYTHING,
ALL THE TIME

21. @mbloomstein & @sara_ann_marie
© 2012
If you want to...

22. @mbloomstein & @sara_ann_marie
© 2012
Support a holistic user experience

23. @mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency

24. @mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among multiple apps
and community managers

25. @mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among mobile
and web
and email

26. @mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…between Twitter and Facebook

27. @mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among Foursquare, Path,
Instagram, Highlight, Facebook
Places, Yelp, Google Places,
Pinterest...

28. @mbloomstein & @sara_ann_marie
© 2012
You need to prioritize.

29. @mbloomstein & @sara_ann_marie
© 2012
First things first.
What does your brand
need to communicate?

30. @mbloomstein & @sara_ann_marie
© 2012
If you don’t know what
you need to communicate,
how will you know where to do
it?

31. @mbloomstein & @sara_ann_marie
© 2012
Establish a
message architecture.

32. @mbloomstein & @sara_ann_marie
© 2012
Establish a
message architecture.

33. @mbloomstein & @sara_ann_marie
© 2012
Establish the
message architecture.

34. @mbloomstein & @sara_ann_marie
© 2012
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.

35. @mbloomstein & @sara_ann_marie
© 2012
Make us look
innovative,
but not risky.

36. @mbloomstein & @sara_ann_marie
© 2012
Traditional,
but edgy.

37. @mbloomstein & @sara_ann_marie
© 2012
©Warby Parker

38. @mbloomstein & @sara_ann_marie
© 2012
Words are valuable,
but inactionable without
context and priority.

39. @mbloomstein & @sara_ann_marie
© 2012

40. @mbloomstein & @sara_ann_marie
© 2012
Why do this?
Incorporate location-based efforts to
manifest the message architecture—not
just because they’re trendy or the CEO
digs badges.
This week.

41. @mbloomstein & @sara_ann_marie
© 2012
Why do this?
Put your LBS where your brand is.

42. @mbloomstein & @sara_ann_marie
© 2012
A little thing with big impact.

43. @mbloomstein & @sara_ann_marie
© 2012

44. @mbloomstein & @sara_ann_marie
© 2012
Message architecture
Knowledgeable insider
• Smart stuff you’d never hear otherwise
• Descriptive details—not just general history
Accurate, yet accessible
• Relaxed, unstuffy voice
• Credible facts
Unexpectedly fun
• Offbeat and quirky takes on history

45. @mbloomstein & @sara_ann_marie
© 2012
Message architecture drives
platform selection

46. @mbloomstein & @sara_ann_marie
© 2012
• Quick tips
• Local/location-based
• Check-ins
• Themed
• Deals and badges
• Robust user
community
• Quick tips
• Local/location-based
• Check-ins
• Themed
• Deals and badges
• Robust user
community

47. @mbloomstein & @sara_ann_marie
© 2012
Explore the world
around you and learn
interesting things.
Find great local
businesses with the
help of real people.

48. @mbloomstein & @sara_ann_marie
© 2012
Message architecture drives
editorial content choices too:
• Style
• Tone
• Diction
• Sentence structure
• Calls to action

49. @mbloomstein & @sara_ann_marie
© 2012

50. @mbloomstein & @sara_ann_marie
© 2012

51. @mbloomstein & @sara_ann_marie
© 2012
It’s not everything, all the time,
to everyone.
Don’t be everywhere.
Be where you belong,
and your audience is.
Fly free within constraints.

52. @mbloomstein & @sara_ann_marie
© 2012
Be an eagle…
not the Eagles.

53. @mbloomstein & @sara_ann_marie
© 2012
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
http://amzn.to/CSatWork
Sara Wachter-Boettcher
@sara_ann_marie
sara@sarawb.com
Look for Content Everywhere soon
Title image The United States of GOOD Beer, © GOOD magazine, http://www.good.is/post/map-the-united-
states-of-good-beer/