1) Location-based marketing is growing rapidly due to the proliferation of smartphones, GPS devices, and faster internet connections. Services like Foursquare are gaining users twice as fast as Twitter. 2) Location data provides value to both consumers and businesses. For consumers, it enables networking, discovery of deals and events, and gamification. For businesses, it allows targeted digital content and offers to invite consumer spending. 3) Major players in this space include Foursquare, Facebook Places, Gowalla, and new entrants focused on specific use cases or verticals. Emerging models include implicit location sharing and team-based game mechanics. 4) Effective campaigns integrate location data into welcome messages, offers, content

1. The Rise of Location Based Marketing BOLO October, 2010 Lawrence Coburn Private and Confidential

2. Location Changes Everything “Simply put, location changes everything. This one input—our coordinates—has the potential to change all the outputs. Where we shop, who we talk to, what we read, what we search for, where we go—they all change once we merge location and the Web." Mathew Honan, Wired

4. The Basics

5. The Players

6. The Campaigns

7. Engagement Levels

8. About DoubleDutch

11. Consumer Searches Foursquare continues to capture the imagination of consumers, brands, and the press.

12. Geolocation Market Sizing ($B) Consumer (e.g. Foursquare, Yelp) Branded City Guides, Events, Universities Enterprise Collaboration and CRM B2C B2B2C Enterprise Market Evolution

13. Consumerization of the Enterprise Consumer Enterprise Type Video Connections Microblogging Geosocial Private and Confidential

14. The Basics Private and Confidential

15. The Location Stack Private and Confidential

17. Will we see a gradual move towards implicit location sharing? Private and Confidential

19. “A leaderboard for Saturday night”

20. Crucial for single player utility

21. Gamification trendPrivate and Confidential

24. Log your travels / captain’s log

25. Self expression

26. Game Mechanics / FunPrivate and Confidential

28. Explicit publishing of location represents an invitation for content

29. “Local is the most important signal to emerge in the database of intentions since the link”Private and Confidential

30. The Players Private and Confidential

31. The Geolocation Landscape

33. Groups via “Societies” Private and Confidential

35. Moving from co-branded to consumerPrivate and Confidential

37. Sticking to location based infrastructure

38. Radical innovation: checking other people in

39. Has a “Facebook Problem”

40. Real innovation could come via third party developersPrivate and Confidential

42. Brand analyticsPrivate and Confidential

44. Focus on analytics and SMB toolsPrivate and Confidential

45. The Campaigns Private and Confidential

47. Sponsored game mechanics

48. Location driven content layer

49. Loyalty / rewards program

50. Roll your ownPrivate and Confidential

52. Problems: historically bad team, bad demographic match, low reachPrivate and Confidential

54. Following the Coke Fairy gets you clues Results: 950 followers on Foursquare Private and Confidential

56. 21,000+ followersPrivate and Confidential

58. Get deals for walking inPrivate and Confidential

61. Soulja Boy Fans can connect around the worldPrivate and Confidential

62. About DoubleDutch Private and Confidential

63. DoubleDutch DoubleDutch helps companies and communities launch their own geolocation apps. (ie "Foursquare for the Enterprise” (ie ”Yammer of Location") )

64. It’s All About Control Look & Feel Places Game Mechanics

66. Conferences, events, and tradeshows

67. Universities

68. Consumer brands

69. Enterprise

70. Digital agencies

71. The Future Private and Confidential

73. Team based game mechanics

74. Facebook powered apps

75. Private networks: place, company, groups

76. Mobile payments + geolocationPrivate and Confidential

77. Lawrence Coburnlawrence@doubledutch.me@lawrencecoburn Private and Confidential