LBS Conference-palooza
While I only attended the Where2.0 conference virtually this year, vicariously through twitter, etc, it seemed like the event covered a lot of cool stuff… fortunately for both attendees and non attendees a bunch of the presentations are posted on the O’Reilly website. If you’re already thinking ahead to the next LBS conference, it looks like Metaplaces 09 being held in San Jose, Sept 22-23 is shaping up to be a good one, potentially with more media and advertising players and a focus on monetization to it (Placecast 1020 is its Gold Sponsor). They just updated the agenda… definitely worth at look
Placecast Teleconference Post Mortem
I had a listen to the Placecast Location Based Advertising teleconference last week and Placecast has made the audio available on MP3 from their site, so you can now download it to hear the whole panel discussion… it’s worth downloading and listening to the next time you have an hour to kill while on the treadmill or on the ride home from work.
All the panelists were great and included the CEOs of NearbyNow and Placecast as well as agency and research firm representation. It was a good general backgrounder on the state of things in location based advertising and a couple of the comments by Derek Leedy from Mediasmith resonated in particular with regard to what was unique about the ability to use “location” as a criteria for delivering advertising. Derek made some observation about how the location element adds an important new element to what marketers can infer, based on ones physical surroundings, and how it allows advertisers to reach customers when they’re potentially more action oriented and in a different consideration mode than when they’re on the web… emphasizing the benefits of the real time nature and the added relevance it brings.
It reminded me in many ways of how online search advertising is different than online display advertsing… with search being more action oriented and a generally different frame of mind… and we all know how that worked out.
Scott Dunlop of NearbyNow also had some telling stats to quantify some of the lift they’ve seen from better location relevance and I was generally surprised to hear of some of the success they were seeing. The last time I used NearbyNow I found myself time afer time back at an e-commerce web site rather than a real nearby store… I decided to give NearbyNow another run, but I’ll save that for another post.
Free Location Based Advertising Teleconference – Thursday May 7
I’ve been chatting with the folks at 1020 Placecast over the past couple of days, and they’ve alerted me to a teleconference they’ll be hosting next week that could be worth listening in on, particularly if you’re in the advertising industry and want to stay on top of some of the latest and greatest happening in the field. A panel including folks from 1020 Placecast, NearbyNow,
CatalystSF and Sterling Market Intelligence will be talking about location based media, current examples of its use and why and how advertisers may want to start using the technology to their advantage. The conference is free and open to the public by calling 1-712-429-0689 and using conference accesss code 610749.
Could be worth checking out… and if you think you’ll want to ask questions, be sure to have your Twitter account up and handy, as question for the event will be handled via Greg Sterling, via his Twitter, @gsterling.
New Whrrl & SXSW
Oh how I wish I could have made it to SXSW this year… I think. I’ve been once before for the music part, but have never had the opportunity to experience the technology sessions. I did catch some video of the event online, specifically a bit from diggnation on the new iPhone 3.0 features. See the video above for yourself, but I for one found the level of excitement over the cut and paste feature, to well, be a little disturbing. C’mon folks it’s cut and paste! Felt more like Brad Pitt announced he was getting married to Madonna to a room full of 13 year olds!
Any entrepreneurs out there? Might I suggest starting a rehab progam targeted to those that have OD’d on all things digital… you know they could be forced to use a paper and pencil for a week, and only communicate via a landline phone and watch one of those old tv’s with only six channels and one turn knob to change channels.
What I would have liked to see at SXSW was the LBS advertising panel and to have learned a bit more about the re launch of Whrrl.
For those not familiar with Whrrl, version 1 was a very slick desktop and mobile map oriented application that was largely designed to allow groups of friends to share their experiences about places they have visited. The execution on the idea, was very well done, although the idea required a ton of people to use the application for it to really be valuable, and also was a silo
unto itself in a world where people were already sharing anything and everything with their friends via clear leaders in the social networking world like Facebook and MySpace. As it seems to have turned out, sharing just location oriented items among your social network, may not be a stand alone business at this stage in the game.
The new version of Whrrl, still has location as an important element, but location seems to have taken a back seat to the ability to pull together a number of elements to allow users to paint a more complete story to answer the question of “What are you doing?” The company’s new tagline “What’s your story?” seems designed to allow those that aren’t satisfied with just being able to inform their network of “What they’re doing”, to kick it up a notch and tell us alot more about what they’re doing, in the form of a complete story.
As I had mentioned in an earlier post about Loopt and Whrrl, the one key features I liked in Loopt, was the ease at which I could update Facebook with not only “What I am doing” but with the location element layered in as well. Well with the new version of Whrrl, they’ve now done that and one better by making it simple to push updates to both Facebook and Twitter, along with a link that brings people to the deeper multi dimensional story including location, photos, etc.
I gave it a shot this weekend, even though I am probably not the ideal candidate for Whrrl since I am a horrible storyteller and usually find other more fullfilling stuff to do than to take a bunch of pictures and give them interesting and informative captions throughout my typical day. And as far as I know there is no one else living vicariously through my life that would really care about all that detail anyway.
Like Whrrl version 1, they have got the slick presentation stuff down very well. Much of the navigation throughout the application was very logical and simple and the integration with Facebook Connect worked fine for me with absolutely no problems. I was generally able to update my location, add photos and text to Whrrl with ease (although I did notice that the new FourSquare did a better job of resolving location down to the buildings and businesses directly around me). I did find it aggrevating to put in notes for a post or, to serve as a caption for a picture (which by the way doesn’t accompany the picture very well), only to find that if I wanted to post those comments directly to Facebook that I had to retype them, which on a mobile phone can be very annoying.
I also noticed that people may not get the fact that there is more information off the url that accompanies your Facebook update. I had recently updated my status on Facebook that I was at a popular BBQ restaruant which is part of a chain in Florida… moments later a friend chimed in “which one?”, despite the fact that the full map detail was available one click away.
I think I understand the gap that Whrrl is trying to fill. You can only say so much in 115 characters, and if pictures can say 1,000 words, pictures plus maps should be able to tell an even richer story… which they do indeed. So Whrrl is the platform to plug into social networks for those that don’t want to be restricted by what they want to say.
One additional interesting feature they may want to add would be a graphical display of a timeline related to the story, to not only see “where” and hear about the “what” and “why”, but also to give a better grasp on the “when”.
Only time will tell if this new approach will take off, but it certainly seems to have a better shot than Whrrl version 1.0.
