Where 2.0 Marketing Boot Camp: Bringing Marketers and Technologists Together

Speakers

Vanessa Fox

Brenna Hanly

Tara Hunt

Bill Jensen

Colleen Jones

Adarsh Pallian

Kio Stark

This year at Where 2.0 we’re bringing together marketers and technologists for a marketing boot camp on Tuesday, April 19. This all-day boot camp 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 for the Marketing Boot Camp, or the Boot Camp plus the full O’Reilly Where 2.0 Conference (April 19-21).

Boot Camp Schedule

9:00am - 9:20am
Beyond Demographics: What Social Data Is Saying About Your Customers
Tara Hunt
As personal expression grows through social web tools, we are seeing the true diversity and complexity of human beings. However, most recommendation engines and marketing tools are stuck in mass market mentality. ‘People who bought this, also bought this’ just doesn’t quite cut it anymore.

Fortunately, a field of evolutionary psychology that starts to explain the signals of personal expression is picking up steam. Taste Signaling explains the type of signals that people are practically screaming out to the world through posting to social networks. Could this be the key that maps data to our emotional selves and could unlock the future of truly personalizing our web experiences? Come find out what the Big Five Indicators are and how data can be emotional, too.

9:20am – 9:30am
Checking-in to Reality: A Marketer’s Perspective
Brenna Hanly
The current lifespan of a new technology usually follows a similar progression. In this presentation, Brenna Hanly will address how marketers assess the LBS space and tangible ways (with real examples) to ensure that your technology will be supported with marketing budgets sooner rather than later.

9:30am – 9:40am
Q&A with Tara Hunt and Brenna Hanly
Tara Hunt and Brenna Hanly
Questions from the audience

9:40am – 9:55am
The Unwritten Rules of Stranger Interactions
Kio Stark
This talk explores why connections between strangers are so meaningful, revealing some of the unwritten rules and conventions that make face-to-face stranger interactions run smoothly, and considering how these rules play out in the public spaces we frequent online and the ad hoc public spaces created by our connected, location-aware devices.

9:55am – 10:05am
Technology is Ruining Serendipity (And I’m Ecstatic)
Mike Schneider
Serendipity is the act of finding something that was unexpected. Content driven location based technologies with recommendation engines are trying to make lives more interesting and comfortable by pointing out the most interesting things to do everywhere we go. This workshop will explore how companies like Whrrl, Bizzy, Where and foursquare are manufacturing serendipity.

10:05am – 10:15am
Q&A with Mike Schneider and Kio Stark
Mike Schneider and Kio Stark

10:15am – 10:35am Break

10:35am – 10:55am
Search Goes Local: The State of Local Search and How To Connect With Local Audiences
Vanessa Fox
With the convergence of mobile devices and our ubiquitous use of search, nearly 30% of all queries have some local intent and around 15% of all searches are done on a mobile device. Learn the latest in how we search for local information and the best ways an organization with local interest can take advantage of that.

10:55am – 11:05am
Product Marketing, Local
Cecelia Stewart
Google Places is a powerful and free solution for helping local businesses connect with customers. Through our tools for building out a business presence online and getting rated and reviewed through our local recommendation engine, we’re helping to make small businesses more discoverable to potential consumers. First, we’ll look at a case study that demonstrates the positive impact of Places on a small business. Then we’ll discuss recent Google experiments in the local space, including local marketing campaigns in 2 U.S. cities, all aimed at helping small businesses build relationships with their customers and get new ones in the door.

11:05am – 11:15am
Q&A with Vanessa Fox and Cecelia Stewart

11:15am – 11:30am
How Buffalo Wild Wings Played the Location-Based Game and Won
Chris Mahl
Find out what consumer engagement at a location-based level really looks with a deep dive into Buffalo Wild Wing’s three-month campaign built on SCVNGR. With more than 1M challenges completed by 180,000 active participants, learn how the national sports-entertainment restaurant chain garnered tens of millions of social impressions, and had fun playing with their valued guests along the way.

11:30am – 11:45am
How Location-based Services Can Help You Engage with Customers and Build Loyalty
Tristan Walker
With over 8 million users and half a billion check-ins over the last year, foursquare is one of the fastest growing mobile platforms in the world. Tristan Walker, Director of Business Development for foursquare, will explain how the company thinks about working with large brands, national retailers, and local merchants, and share some partner success stories.

11:45am – 11:50am
Q&A with Chris Mahl and Tristan Walker

11:50pm - 1:00pm Lunch

1:00pm – 1:30pm
The Brand Jam - Real Life Social Media
Michael Weiss
Companies are no longer in command of their brands. This session is an interactive exercise, we call The Brand Jam, that gets you out of your chairs and witness what can happen when people are honest.

1:30pm - 1:40pm
Discussion, Interactive Advertising Bureau
Joe Lazslo
Last December, the Interactive Advertising Bureau launched its Mobile Marketing Center of Excellence, a new initiative to leverage the IAB’s institutional knowledge to accelerate the growth of mobile advertising. This session will discuss the IAB Mobile Center’s key objectives for 2011, how they translate into specific industry projects, and how the IAB can help you understand and take advantage of mobile advertising opportunities.

1:40pm - 1:50pm
11 Shocking Mistakes Retailers are Making on the Mobile Web - and How to Avoid Them
Brian Klais
Brian analyzes the amazingly lagging mobile web experience at leading retail and media brands to identify mistakes, lessons learned, and opportunities for businesses to improve the universal mobile app known as the mobile web.

1:50pm - 2:00pm
Places 2.0 Demos
Mok Oh
Mok Oh will demonstrate the what, how, and why’s of indoor mapping and practical use cases. Unlike its counterpart “outdoor mapping,” indoor mapping has different technical and scalability challenges. Instead of relying on GPS and aerial photography, a different set of technologies are used and even invented.

2:00pm - 2:15pm
Successfully Executing Facebook Deals
Jon Fougner

2:15pm – 2:35pm Break

2:35pm - 2:50pm
How Print Publications Can Make the Transformation Into Successful Digital Platforms
Bill Jensen
Newspapers once dominated location-based media. Now they have been lapped. Bill Jensen will discuss how Village Voice Media’s alternative brand has successfully transformed itself into a multi-platform, multi-revenue stream business—and how it’s not too late for daily newspapers and radio stations to do the same.

2:50pm - 3:05pm
How to Embrace the Power of Local Platforms
Warren Webster
Warren Webster will discuss the power of having an online local strategy and share experiments and successes from AOL’s Local Town properties, which include Patch.com, City’s Best, and MapQuest. Together, these three properties share a similar focus on technology, rapid launch and regeneration, and unique targeted advertising opportunities.

3:05pm - 3:15pm
Q&A with Bill Jensen and Warren Webster

3:15pm - 3:25pm
The Future is Now - Ambient location and the Future of the Interface
Aaron Parecki
This talk will demonstrate how Aaron has been merging available technologies with custom programming to create location-aware social networks with custom proximal notification. Finally, Aaron will describe other uses for location sharing, such as automatically turning off house lights when leaving for work, wayfinding with piezoelectric buzzers, geonotes and other mashups that can be done using sms, gps, x-10 and irc as a control hub.

3:25pm - 3:45pm
Yelp
Mike Ghaffary

3:45pm - 4:00pm
Location Location Location? Get Smart About Content Content Content
Colleen Jones and Tim Jones
Check in. Earn a badge. Been there. Done that. How can location-based services (LBS) reach their potential? By using location as a cue to offer the right content to the right community at the right time. This presentation will share North Carolina State University’s journey through planning its new location-based mobile applications and websites.

4:00pm - 4:15pm
Simple Geo – Emerging Business Models for Making Money from Location
Rob Bailey
This session will be a review of emerging business models for location and evaluation of which are the most successful.

4:15pm - 4:25pm
The New Frontier of Mobile E-shopping
David Staas
New location technology is changing mobile commerce, addressing the new demands of a location-focused marketplace. Brands are using location-based promotions to drive in-store traffic, offer hyperlocal deals and real-time availability at nearby locations. JiWire is helping unlock location opportunities for all brands, even the 75 percent of Fortune 500 brands who don’t have their own storefronts.

4:25pm – 4:35pm
Measuring Success: Location-based Success Stories with In-depth
Adarsh Pallian
How do you know your location-based marketing campaign is actually working? are a crucial part of understanding the success or failure of a campaign.

4:35pm – 5:00pm
Get Me a Mobile Strategy or You’re Fired!
Jason Grigsby
Learn the DOs and DON’Ts of a Successful Mobile Strategy. Mobile continues to be the hottest technology sector. The iPhone has reached 3 billion downloads. Android devices are now available on every major carrier in the United States. And the mobile web once again doubled last year. People and businesses are waking up to the reality that mobile is the next big thing.