Location Marketing Boot Camp

Marketing Yerba Buena Salon 10-11
Please note: to attend, your registration must include Workshops.

Once again this year at Where Conference, we’re bringing together marketers and technologists for a Location Marketing Boot Camp – happening on Monday, April 2. This full-day intensive will focus on location-based marketing campaigns and the new technologies available to help marketers take advantage of location data and services. You’ll hear tales of marketing successes as well as disasters, with real-life case studies, project postmortems, keynotes, start-up demos, Q&A, and a branding exercise. And this boot camp is not just for marketers – developers, biz dev people, start-ups, and anyone else interested in incorporating location into their marketing strategy will find it useful.

We will continue to add new speakers to the Location Marketing Boot Camp. Check back often to see the latest additions.

Register Now and Save

Register now for the Marketing Boot Camp, or the Boot Camp plus the full O’Reilly Where Conference (April 2-4).

Location Marketing Bootcamp Schedule

9:05am – 9:20am
Hey Startups, SoLoMoCo is No Longer ‘Emerging’. Stop Acting Like It Is
Mike Schneider, Allen & Gerritson

Social media is maturing and it’s time to do something with the convergence of great data points. The mobile device allows for the collision of social, location, and commerce data in the most epic way. You know the value of one-to-one, local profiling with share and size of wallet, but you do not know how or who to sell it to.

9:20am – 9:30am
Augmented Reality 2.0: Enhancing the Physical World through Latest Location Technologies
Evan Tana, ShopKick

Small and large businesses alike have dabbled in what promised to be the next big thing to grow their market share. This session will discuss recent advancements in location technology and how business can improve customers’ experience, enhancing a physical location by adding a valuable, personalized virtual layer.

9:30am – 9:40am
Noise Reduction: Cutting Through the Clutter with Relevant, Intuitive Engines
Vijay Bangaru, MapQuest

Why do people still hire real estate agents? Why the “defriending” trend on Facebook? Across industries, companies and consumers are looking for ways to decrease the noise, but still make good decisions with limited risk. Leveraging the wisdom of the crowds with detailed heuristic data leads to unique systems that optimize information and deliver it in meaningful package that communicates value.

9:40am – 9:50am
Resurrecting Main Street: How to Bring Shopping Back to the Physical World
Will Smith, Euclid Elements

Physical stores struggle to compete with online behemoths like Amazon and eBay. Is it the end of brick and mortar shopping? There’s opportunity for retailers to customize shopping experience by understanding consumer traffic patterns. This session will cover what companies can do to revive storefronts and how data analytics solutions like those found in the online world can improve core business.

9:50am – 10:05am
The New Age of Interactive Marketing: Creating One to One Relationships with Mobile
Dorrian Porter, Mozes, Inc.

Marketers are increasingly using the mobile platform to make traditional advertising like print, TV and outdoor more interactive and to enhance shopper marketing experiences. Interactive promotions via smart phones, text messaging, and on social media and the web make marketing and advertising more engaging, create lead generation and tie to mobile commerce transactions. A new category of audience engagement is evangelizing, which sits at the intersection of location-based marketing, social media and mobile commerce.

10:05am – 10:15am
Hunch Global: Mining and Visualizing the Local Search Taste Graph
Harold Cooper, Hunch / eBay

This talk will discuss Hunch Global, an experimental project at Hunch/eBay which generates a personalized heatmap over any part of the world. We use public reviews from local search sites like Yelp and TripAdvisor combined with Hunch data to determine “taste profiles” for geographic regions. The heatmap can be used in many ways, from recommending Paris neighborhoods for a particular Facebook user to predicting brand affiliations throughout the United States.

10:15am – 10:35am Break

10:35am – 10:45am
Case Study: Iowa, Location and Evolution of Plastic Networks
Ben Milne, Dwolla

Leveraging quantitative and qualitative data, Ben Milne, founder and builder at Dwolla, will explore the regional (and then national) traction experienced by the Des Moines-based startup and its location-based technologies in its mobile payments platform.

10:45am – 10:55am
Case Study: LevelUp
Chris Mahl, LevelUp

Hear about LevelUp, the second largest mobile payment network in the U.S.

10:55am – 11:05am
Case Study: PayPal
Elena Krasnoperova, PayPal

Learn about PayPal, the leading global online and mobile payments company, and how it’s changing the face of mobile commerce to benefit merchants and consumers.

11:05am – 11:20am
Q&A with Brady Forrest, Dwolla, LevelUp, and PayPal
Brady Forrest, O’Reilly Media, Inc.
Ben Milne, Dwolla
Chris Mahl, LevelUp

Audience members will be able to ask questions of Dwolla, LevelUp, and PayPal.

11:20am – 11:30am
The Essential Guide to Location Marketing
Asif Khan, Location Based Marketing Association

Foursquare, Gowalla, Facebook Deals, Groupon – the list seems to grow by the week. For businesses, it can be an overwhelming task to understand and keep up. All of these platforms are part of what the industry refers to as Location Based Services. This session will get you started on the path to realizing a broader, more than mobile location-based world.

11:30am – 11:40am
Connecting Digital Shoppers to the Analog World Via Their Phones
Jack Abraham, eBay Local

Jack Abraham, Director of Local for eBay, started Milo, a local search engine, when he was a junior in college with the goal of connecting online shoppers with the businesses around them. Jack originally envisioned a tool to inform shoppers of the current inventory levels at local retailers after finding a camera he’d wanted was out-of-stock at a local store. The company has since grown to be a major player in the commerce realm and was acquired by eBay in 2010. Jack seeks to share his expertise with Where participants, including the current shopping trends surrounding online-offline convergence and how mobile devices are and will continue to play such large part in this movement. He will also share local data from eBay that illustrates the power of mobile in the local shopping area.

11:50pm – 1:00pm Lunch

1:00pm – 1:10pm
How ‘Future Tense’ Social Networking Will Transform the Way We Live, Shop and Play
Rene Pinnell, Forecast
Eric Katerman, Forecast

Mobile has done more than any trend to drag social networking into the real world, but even industry leaders like Foursquare fall short. A check-in just isn’t very good at connecting you with your friends. But what happens when you push the time horizon of the check-in into the future? What happens when you shift the paradigm from “I’m here now” to “I’ll be there later?”

1:10pm – 1:25pm
Location Based Mobile Advertising: By the Numbers
Michael Boland, BIA/Kelsey

Leading local media research firm’s (BIA/Kelsey) deep dive on mobile ad revenue forecast. This includes segmenting revenue by ad type (search, display, SMS, etc.) and how these are trending. The key segmentation however focuses on the portion of ad spend that will be location based. Similar analysis (based on old numbers) can be found at the following link. Presentation would involve fresh data though.

1:25pm – 1:35pm
Are $400 CPMs Possible?
Anne Bezancon, Placecast

Are $400 CPM’s possible? They are when location-based targeting is used effectively. Programs that deliver this level of revenue are based on a consumer opt-in, allowing the shopper to clearly state preferences. The savvy marketer will leverage loyalty and CRM data to drive great results, while allowing consumers to maintain control over their mobile experience.

1:35pm – 1:55pm
Socially Aware Location Search
Sriram Sankar, Facebook

This talk describes our experiences building a search engine to show the user a diverse set of relevant place results with or without an explicit query.

1:55pm – 2:15pm
Engaging Your Users: Here & Now
Akshay Patil, Foursquare

Hear how how brands like American Express, GE, and Nokia are using Foursquare’s Realtime API’s to connect with users in the here and now, creating real world experiences that surprise and delight consumers around the world.

2:15pm – 2:35pm Break

2:35pm – 2:45pm
Stories to Heal a City
Daniel Harris, People’s District

Could our cities be more community oriented if we layered them with stories? Using case studies from Washington D.C., Danny Harris, a folklorist and storyteller, shares insights from his work to bring the people and neighborhoods in the Nation’s Capital together through the collection, curation, and distribution of place-based stories.

2:45pm – 2:55pm
The Psychographics of Place
Michael Metcalf, Yahoo!

Why do we go where we go? Place is built by humans and reflects the people who go there. When we start to understand why people go the places they do, we start to better understand our customers interests, values, and opinions. And in turn we better understand the psychographics of place.

2:55pm – 3:05pm
Boots-On-The-Ground Data Collection Techniques
Benjamin Sann, BestParking.com

In-person manual collection is essential for certain datasets (e.g., restaurant menus, interior photos, and parking rates). This session will teach you how to find, hire, and manage a large number of on-the-ground surveyors to create a rich dataset at an affordable cost. I will also discuss how phone banks, outsourcing, and crowd-sourcing can be used in conjunction with on-the-ground collection.

3:05pm – 3:15pm
Global Brands Go Local With Social
Amy Millard, Hearsay Social

Corporate marketers are finally embracing the social Web. With advertising accounting for an astounding 85% of Facebook’s revenue, it’s clear that businesses are going social. But what’s the next step, after large brands have published their Facebook timeline, set up their Twitter account, and established their presence on LinkedIn, Google+, Pinterest, and other social sites? The next wave for the social business will be to leverage local. Consumer brands specifically need to harness social marketing to convert online conversations into increased in-store sales.

3:15pm – 3:30pm
Harnessing Video for Realtime Merchandising and Customer Engagement
Matthew Kovinsky, Prism Skylabs

There’s an untapped, yet highly valuable resource for businesses to better understand and share their business activity across online and real world places, and it lies within your video surveillance networks. Matt Kovinsky, VP of Business Development at Prism Skylabs, will discuss how a local coffee shop, The Creamery, is harnessing realtime video feeds and social media activity in ways that create Google-like analytics for real-world places while providing fresh, rich media content to engage offline customers online.

3:30pm – 3:40pm
Taking Mapping to the Billions
Ellen Dunne, Lumatic Inc.

Cities are humanities future, and they aren’t nearly easy enough to use. The challenge to overcome is maps and navigation, which don’t exploit the best that smartphones can offer. But what strategy to pursue: sophistication or simplicity? We look at cities as if they have a UI, one that can be tested and optimized. Ellen Dunne will start share our early results.

3:40pm – 3:50pm
Tweet-a-Beer and the Art of Marketing Yourself
Daniel Wood, tenfour

Telling your own story can prove to be the most the difficult for marketers. Why not show it? Two agencies and a start-up joined forces to take SxSW by storm with a social experience like nothing before it.

3:50pm – 4:00pm
Untappd: Bridging the Gap Between Location and Beer
Greg Avola, Untappd

Untappd, a start-up social beer check-in service, is helping users socialize, connect and find beer all from their device. This session will introduce you to the world of Untappd and how it’s using location and check-in data to help you brewery find their customers and allows users to find better beer.

4:00pm – 4:10pm
Context Trumps Location—But Brand Backs Them All!
Margot Bloomstein, Appropriate, Inc.
Sara Wachter-Boettcher, Independent

Location is an important aspect of context, but it’s more than just that. Context includes time, events, previous experiences, mental models—but you can’t afford to address them all. We’ll show you how to choose the one that’s right for your brand, audience, budget, and resources. And how should your contextually relevant content strategy respond to new opportunities in responsive design?

4:10pm – 4:30pm
Top New Privacy Issues for all Location Companies
Alysa Z. Hutnik, Kelley Drye & Warren LLP

Whether you’re developing, selling, or marketing location technology, your business is likely subject to new and emerging privacy laws. And while resources may be limited for up-and-coming technology companies, if you skip consideration of privacy compliance in the design and operation of the location technology, that could mean the difference between success and failure. It may also result in your business (and you personally) becoming the focus of a government investigation, lawsuits, and a tarnished brand. Attendees of this session will take away the top privacy issues and practical solutions to help avoid costly privacy mishaps.

4:30pm – 4:45pm
Geotargeting Content on Facebook: NPR’s Experiment in Local Engagement
Keith Hopper, NPR

Geotargeting content in Facebook is not a widely used Facebook feature, but perhaps it should be. In late 2011, NPR embarked on an experiment to tap its 2.3 Million Facebook followers by presenting local stories from a member station to users in a specific geographic region. Four months into this experiment, there are some unexpected discoveries around Facebook communities and the power of localization on a national platform.

4:45pm – 5:00pm
The Dead Pool and The Also Rans
Sophia Parafina, Ugotrade

An analysis of outcomes of spatial and/or location focused companies using the data in Crunchbase.

Register Now for Where 2012

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  • Control Group
  • Localeze
  • MyCityWay
  • Socrata
  • Urban Airship
  • MapQuest

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