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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 />
I<br />
Internet Era<br />Virtual Era<br />Information Era<br />Stream<br /> cloud<br />Send<br /> client  <br />Search<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 />1...
More than a Location: Places are becoming virtual<br />Digital presence blurs the lines between the physical<br />and virt...
Location is as much about time<br />
9<br />Confidential<br />Monitors and routes over 22,000 online mentions of Dell every day<br /><ul><li>Conversations anal...
Information routed to the right people - wherever they are in Dell-                 for response, insight, or action.</li>...
1. Apps extend and enhance locale<br /><ul><li>75% post event user retention
4 pieces of content consumed daily
>50% prefer video
High-degree of time/place shifting</li></li></ul><li>Socially powered apps converge location, event and content<br />
2. Everything is content. Everything location aware.<br />13<br />QR code Sponsorships<br />Augmented Reality<br />Gaming ...
IT Admins<br />Executives<br />Engineering<br />Consultants<br />3.  Check-in to virtual locations to build the community<...
4  Connect social behavior to revenue<br />Visits<br />Revenue<br />
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Andy lark

  1. 1. Signal Austin: The Leveraging Local Conversation<br />Austin, tx March 10th, 2011<br />
  2. 2. Why Place Doesn’t Matter In Location Marketing<br />Andy Lark | kiwilark<br />CMO Public & Enterprise, Dell<br />
  3. 3. I<br />
  4. 4. 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 />
  5. 5. What if you have no place?<br />(we’ve been virtual for 25+ years)<br />
  6. 6. 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 />
  7. 7. 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 />
  8. 8. Location is as much about time<br />
  9. 9. 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.
  10. 10. 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 />
  11. 11. 1. Apps extend and enhance locale<br /><ul><li>75% post event user retention
  12. 12. 4 pieces of content consumed daily
  13. 13. >50% prefer video
  14. 14. High-degree of time/place shifting</li></li></ul><li>Socially powered apps converge location, event and content<br />
  15. 15. 2. Everything is content. Everything location aware.<br />13<br />QR code Sponsorships<br />Augmented Reality<br />Gaming & Rewards<br />QR code Stations<br />
  16. 16. IT Admins<br />Executives<br />Engineering<br />Consultants<br />3. Check-in to virtual locations to build the community<br />
  17. 17. 4 Connect social behavior to revenue<br />Visits<br />Revenue<br />
  18. 18. Clean-up<br />Learnings<br /><ul><li>Apps are awesome
  19. 19. Align location and time
  20. 20. Converge communities
  21. 21. Intersect events
  22. 22. Reward, reward, reward
  23. 23. ROI riddle continues</li></li></ul><li>THANKS !<br />andy_lark@dell.com | thedailylark.com<br />kiwilark<br />

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