Learn how to better discover, develop and tell your story to consumers locally in a way that is authentic, relevant and adds value. Explore how mobile and geo-targeting technologies are shaping consumer-brand interactions. Learn how you can tell your story locally by leveraging geo-friendly interactive tools and services such as mobile phones, Foursquare, Gowalla, Twitter, Yelp!, Google business tools.

1. The Localization of Online Storytelling

2. Tweet Your Question
If you have a question during the session, Tweet
@LOHASForum followed by the question
http://www.modernstorytellers.com/lohas/

3. Modern Storytellers
We tell the stories of pioneers
who make the world a
better place

4. Agenda
Mobile, Social, Local Convergence
Foursquare, Facebook, Google, Mobile Web
Seeding Movements
Getting Practical

5. Geolocation and social media
The term geolocation
refers to applications which allow users to
publish their location
Making Location Relevant Online

6. And the best part...
No one knows exactly where this phenomenon is headed
= tons of opportunity!

7. Mobile
Changing the way we interact

8. Mobile - Consumer
285 million+ cellphones in the U.S. (309+ million people in U.S.)
Smartphone adoption grew 60% from 2009 - 2010
76% of the U.S. uses mobile web
Mobile web grew 110% in the U.S. last year

9. Mobile - Search
If you are online - Google knows!
1 in 5 searches are locally related
Google/Search - attempt to make more relevant
by knowing location
More interactive/less reactive

10. Mobile - Business
Local advertising
Smarter/targeted spending of advertising dollars
Reaching prospective customers while they are
“nearby”
Creating dialogue with customers

11. Foursquare (And others)
A geo-social game with real storytelling results

12. Foursquare - Consumer
User-generated tips on the locations
Intense competition for (mayorship, places, etc.)
Opportunity to create specials and compete with surrounding
businesses
Users’ lifestreams provide interest for other users

13. Foursquare - Business
1.6 million+ users and growing
Real-time data - location updates
Data analysis tools
Staff tools to interact directly with Foursquare fans

14. FourSquare - Business

15. FourSquare - Business

16. Foursquare - First Steps
Claim your business
Be part of the game - host contest, giveaways, etc.
Create specials for fans - free demos, tours
Give special treatment to “Mayor” or reward number of check-ins
Create an event incentive - even if it is not your event

17. Google

18. Google - Business

19. Google - Business

20. Google - Business

21. Oh by the way Facebook & Twitter
are also recognizing this new local, mobile frontier

22. Facebook and Twitter
Experimenting with location-based check-in features
Facebook geo-targeted advertising
Geo-targeted messaging (NAVY SOP)
Location on status updates (World Cup)
Twitter Places associating names with locations

23. Seeding Local Movements

24. It’s still about the story
Authenticity
Relevancy
Value

25. Building Social Movements

26. Guidelines
Be authentic, relevant & valuable
Be passionate - content is still king
Be yourself - relax
Be brave - experiment, create
Be responsive - measure, monitor

27. Start by using the tools
Mobile games - start checking in and seeing how others are using it
Add location to your tweets
Consider privacy and your comfortable level with location based
applications

28. What’s Next?
Geo tools will start to integrate data or others will do it for them!
Privacy issues will continue to be an area of concern
We will see increase personalization - maybe with some backlash!
Experience creation and experimentation will be the norm!

29. Building
Social
Movements

30. And if you still have doubts
Just look at this!

32. Hold on I need to check in