Location is an important factor that can be used to enhance experiences. It includes elements like physical place, proximity to others, time of day, surrounding context, and digital data about a person's movements. Experiences should celebrate location rather than view it as an obstacle. The most effective experiences consider multiple aspects of location and how they interact. The goal should be to create purposeful experiences that people will want to be a part of.
5. One that allows an advertiser to send
advertisements or other information to a
mobile device based on its physical
location.
Location Based Services
8. We spend all this time thinking about cities in
terms of their local details, their restaurants and
museums and weather. I had this hunch that there
was something more, that every city was also
shaped by a set of hidden laws.
Geoffrey West, Theoretical Physicist
9. People's movements appeared to follow a
mathematical pattern. The scientists said that,
with enough information about past movements,
they could forecast someone's future
whereabouts with 93.6% accuracy.
The pattern held true whether people stayed close
to home or traveled widely, and wasn't affected by
the phone user's age or gender.
Robert Lee Holtz
10.
11. 3X as many smartphones
are being activated every minute
around the world than there are babies
being born
12. 22% of smartphone owners
have changed their mind in the store
due to their mobile phone.
Google Ipsos Study of Hong Kong Smartphone Users, September 2011
13. Question #1
Are we removing a barrier or getting
someone to stick around?
25. Consumers are telling us that they prize drama over
utility, scarcity over ubiquity, novelty over the
guaranteed sameness of the national brand. They
want brands that are porous to the world, that
integrate with the world. They are prepared to
embrace brands that take a little more effort,
especially if that effort rewards them with something
that is exciting and rare.
Grant McCracken, Anthropologist
27. If only location was so simple.
Location isnât a single variable, but a
combination of several factors.
Place Proximity Time Context
Digital Exhaust
33. Communities and Networks.
Communities present easier entry points for
advertisers, often more so than friend networks.
Graph via Abhinav Singh
34. Proximity has power â
the biggest influences
on your behavior turn
out to be where you
are and whom you are
with.
Yakob and Gehrt,
MDC Partners,
kbs&p
35. Blendr is a social networking experience unlike any
other. Using your mobile deviceâs location-based
technology, you can connect with others nearby with
similar interests, hobbies, profession and much more.
Discover the world around you: make friends, and
build connections and explore your surroundings.
Blendr makes it easy to take that first step.
57. The Brand
âBranding helps people make quick,
easy, intuitive and confident purchase
decisions. Without thinking about them
that much. Or worrying about the
price. Or the quality. Or the
competitive offers that might be
available.â â Martin Weigel
58. No one is going to pick up your product and try it if
they don't want to buy into the experience.
Stanley Hainsworth, Founder, Tether Inc.
60. If agencies want to think more like tech startups,
they might focus less on clever storytelling and more
on utility.
Adam Glickman, Founder, the IdeaLists
61. The truth isnât the truth until people believe you, and
they canât believe you if they donât know what youâre
saying, and they canât know what youâre saying if they
donât listen to you, and they wonât listen to you if youâre
not interesting, and you wonât be interesting unless you
say things imaginatively, originally, freshly.
Bill Bernbach
62. Because that's what we need to add to so many things,
to give them that extra necessary magic. A pretending
layer. So it's not just a useful or beautiful or functional
object - it's got some little nod to who we're pretending
to be when we're using it.
Russell Davies
66. Finding purpose.
"I think many people assume, wrongly, that a
company exists simply to make money. While this is
an important result of a company's existence, we
have to go deeper and find the real reasons for our
being.â
David Packard
67. Ask yourself
this: How a
What cause are you brand acts
a credible voice for?
How a brand talks
What a brand feels is
important
What a brand rallies the
community around
Why a brand does it
68. Where am
I?
What is Why do I
your care?
purpose?
Unique Mobile Opportunity
69. "You learn to like the excitement of mild, ongoing
risk takingâŠSometimes it works, sometimes it
doesn't, but it's the creation of possibility.â
Brad Blanton, Founder of Radical Honesty
70. Thanks. You can find me on the internet.
Paul McEnany
Director of Strategy at Twist Image
heehawmarketing.com // @paulmcenany
Credit to:
Jennifer Powell, Brandi Zebrak, Corey Litvak
Judy and the Investors Group team
Flickr: Gilderic, Duchamp, Vamitos, Manitoba Maps, Fridastenberg,
Beth19, mateugrin, cdm