Posts Tagged ‘Jason Keath’

GeoM, part one

October 5, 2010

I had the privilege of attending GeoM yesterday in Boston, hosted by Mike Schneider, SVP Director, Digital Incubator for agency Allen & Gerritsen. The event was held at the MIT New England Research and Development (NERD) Center in Cambridge. About 200 people attended, of which I’d guess only about 5 or 6 had also attended PodCamp Boston 5 in the same event space the week before.

1st panel at GeoMThere were a total of three panels of three guests each, plus a different moderator for each panel. I will highlight the guests and moderators, with some of the best quotes from each session. This blog post covers the first session. For highlights of the 2nd panel, click here. For highlights of the 3rd panel, click here.

Session 1: Making Money from Location Based Services
Moderator: Jason Keath, founder of SocialFresh (@jakrose)
Panelists: Wayne Sutton, VP of Marketing, TriOut (@WayneSutton), geoblogger
Joshua Karpf, Digital Media Communications Manager, PepsiCo (@jkarpf)
David Chang, VP of Product, WHERE (@changds)

David Chang: “Like any business arena, there is a wide range of results in the geolocation space. Awareness, repeat, leads, ad-based models”

Wayne Sutton: “Geo results could be much higher outside major urban areas where there is less competition”

Moderator Jason Keath: “Challenge: right now geo users are super geeky, super-early-adopters. What’s the path to mass market adoption?”

Wayne Sutton: “Geolocation space is very fragmented, seems like a new one is launching every week.”

[my observation]: Loyalty programs, rewards, advertising are mostly being talked about in terms of monetizing geolocation

David Chang: “MassMarket using some form of geolocation is already here. Now the question is, what will business do with it?”

Joshua Karpf: “Small businesses are creating the most interesting geolocation-based business offers.”

Wayne Sutton: “Increasing check-ins, doesn’t always mean more sales.”

Question for panel: “Where are we going beyond the check-in?”

Jason Keath: “StickyBits – Checking into a product via barcode – then media can be associated with it.”

David Chang: “Groupon, BuySocial, etc., helping businesses to generate sales during downtimes, is the next purpose for geolocation.”

Active vs passive check-ins:

Joshua Karpf: “Does active have more business value? Consumers need to give permission before passive check-ins should be done. You don’t necessarily want to be checked in to every Pepsi you drink walk past.”

Wayne Sutton: “Future of passive check-ins is to tie-in with future plans, i.e. I’m going to MIT NERD Center, check me in automatically when I get there. Also, businesses can’t make a joke out of geolocation offers. Initially Krispy Kreme was giving away but ONE free donut for 6th check-in, which is a joke. Businesses need to give good values for check-ins.”

David Chang: “There’s a big disconnect between how users are using geo-based apps, and the companies (and their dollars) that want to connect with them. Changing behavior is a tough thing. Many large companies as well as start-ups may burn through a lot of money trying to introduce the masses to geolocation.”

Wayne Sutton: “When doing a coupon via geolocation service, make sure it’s long term. A one-time only coupon or discount is the worst.”

Me and WayneAfter this session, I was privileged to speak in depth with Lawrence Ingraham, TriOut’s lead developer, and he graciously took a picture of me with geo-star Wayne.

Highlights of the 2nd panel. Highlights of the 3rd panel. Also, Eric Leist of host A & G has a recap that includes highlights and the blog posts that came out of GeoM.