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Social Media Week

Location-Based Marketing: To Check-in or Not to Check-in?


Tuesday, September 21, 2010 from 6:00 PM to 9:00 PM (PDT)

Location-Based Marketing: To Check-in or Not to...

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Social Media Week   more info Ended Free  

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Event Details

Presented by: MomentFeed, Social Media Week, Think LA, and the USC-Annenberg Innovation Lab

Location-Based Marketing: To Check-in or Not to Check-in?

As consumer attention shifts to mobile devices, marketers are finding new opportunities to engage through location-aware mobile applications. These technologies enable marketers to reach consumers in the moment--the moment when they are present and engaged at a specific place. It’s nothing short of a new frontier in digital marketing.

This highly focused event will explore the potential of location-based marketing as a new channel. We’ll discuss Facebook Places, the de facto leader in location-based social networking (LBSN), together with Foursquare, its many competitors, and what location means for Google, Twitter, and Microsoft.


What’s in it for consumers? What’s in it for marketers? Five companies present five different applications and as many approaches to location-based marketing. These range from loyalty programs to direct marketing, social networking, game dynamics, and social CRM.

Presented by Lawrence Coburn, CEO: DoubleDutch helps any company, community, university, or organization launch their own mobile, geosocial application. DoubleDutch clients can define their universe of venues, customize their game mechanics, and customize the app's look & feel. (Lawrence is also an Editor at The Next Web's geolocation blog.)

Presented by Susan Kuo, VP of Sales: MyTown is one of the fastest growing location-based mobile apps in the LBS space. With over 3.1 million users and growing at over 60K new users per week, MyTown engages user by allowing them to play with everyday locations and brands in a fun & interactive way. Users are awarded virtual items with every "check-in" and it's through these virtual items that advertisers have found a way to engage with consumers in a unique & compelling way, whether it be through a 'power-up', special offer, video trailer or scavenger hunt, there's an integration opportunity available for all marketers within MyTown.

Presented by Kent Lindstrom, CEO: PlacePop is a Silicon Valley–based company founded and led by a team that pioneered social networking, and who have built online audiences that in aggregate exceeded 100 million. PlacePop is focused on building a mobile, web-based affinity marketing platform for brands and businesses, combined with an engaging and useful location-based social app for consumers.

Presented by Seth Goldstein, Chairman: Stickybits allows people and brands to attach digital content to barcodes. When those barcodes are scanned (via the iPhone or Android apps), you’ll see all the content that has been attached. What makes Stickybits unique is that all this is done in a social and fully open read/write way. Later this fall, Stickybits is launching the next major release of the application so stay tuned!

Presented by John Kim,VP of Product and Marketing: Whrrl is a social location-based game with a purpose: to get people out in the real world and try new things. The core of Whrrl is Societies, which are passion groups for the real world. Are you a foodie? Mountain Biker? Vegetarian? There’s a Society that fits everyone’s lifestyle, and users can share recommendations, photos and notes that capture their experiences to inspire others with new ideas of places to go and things to do. Users also level up in Societies and unlock rewards from merchants as they earn influence points from making and trying recommendations, and proving their adventures. 

Presented by Babak Hedayati, Co-Founder and CEO: DeHood, the world's first solution for building real-time hyperlocal communites, leverages mobile, location-based, real-time social-networking services for the betterment of neighborhoods and communities worldwide. DeHood crowdsources geo-located information such as shouts, news reports, deals and places, enabling people to make valuable connections with fellow residents and their neighborhood surroundings, including schools, churches, trusted local businesses and community service institutions.

Panel Discusson

A panel of distinguished thought leaders will discuss the opportunities and challenges of location-based marketing and how this new channel will evolve in the coming months and years.

Marc Prioleau Whether through dogged persistence or sheer lack of imagination, Marc has been actively involved in the Location Based Services market for about 15 years.  He worked in the early days of GPS adoption at Trimble Navigation, during the explosion of location technology at SiRF, with the leaders in internet and mobile mapping while at deCarta and with crowd-sourced and social content at CloudMade.  Marc currently advises companies on M&A opportunities, market strategies and corporate development. His mother likes the fact that she can finally tell people that her son is in LBS and they know what that is. He has a degree in Chemical Engineering and knows both the Ideal Gas Law and Avagadro's Number by heart.

Wayne Sutton is business development and marketing strategist for TriOut. He helps individuals, startups and businesses succeed in understanding how to communicate on the social web via brand strategy, social networks and location-based services. With nearly 10 years experience in the technology and social media sector, he’s provided counsel to business leaders ranging from founders of small start-ups and representatives of non-profit organizations to CEOs of large and small corporations. Wayne is the president of the Triangle Social Media Club chapter. Wayne has spoken at various conferences and events such as SXSW, Social Media Breakfast, Triangle American Marketing Association, Pubcon Austin and Blog World. Blog:, Twitter:

Mike Schneider is Vice President, Director Digital Incubator for Allen & Gerritsen, ranked by Advertising Age as one of the Top 50 Independent advertising agencies in the US. The DInc is an emerging technology lab responsible for building products rooted in ROI that enable richer user experiences while defining "what's next" for the agency. Mike has spent his career solving problems using technology with a focus on marketing and analytics. He began his career building enterprise class database driven applications and data warehouses. Opportunities to get his hands on world-class technology projects & management consulting opportunities brought him to organizations like Ernst & Young & Oracle. In 2004, he took his CRM and analytics expertise to Hill, Holliday where he built the database marketing practice and also ran the digital technology practice. His client roster includes: Cognos, CVS, Dunkin Donuts, Fidelity Investments, Dell, Gillette, Georgia Pacific, Hannaford, Liberty Mutual, LPL, MFS, Pfizer and Sears. Mike has crafted paid, owned and earned media strategies, built award-winning communities, designed and implemented B2B and consumer segmentation, content management and customer relationship management solutions. He also writes for several blogs including a technology and social media blog called Digital Before Digital.

Maria Kermath is Director of Business Development for AT&T Interactive: Maria began her career in digital media doing application development & content acquisition for U-verse, AT&T’s IPTV product offering.  She left to pursue her passion for entertainment at HBO.  There, Maria created strategies to extend HBO content onto IP enabled devices.   Her next opportunity put her in the center of the virtual world.  Maria was Director of Business Development at Millions of Us, an agency that brings Fortune 50 brands into online communities such as blogs, social networks, online video aggregation sites, and virtual worlds.

She returned to AT&T Interactive, the cross-platform local advertising branch of AT&T, in 2008. As the Director of Product Strategy she was responsible for researching, synthesizing, and rationalizing key market trends in the online and mobile advertising, search & application industry.  She’s also responsible for exploring and incubating new and adjacent markets for new products and opportunities. 

As the Director of Business Development, Maria now focuses on identifying and executing revenue generating partnerships that complement the AT&T Interactive consumer and advertiser product roadmaps. 


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Have questions about Location-Based Marketing: To Check-in or Not to Check-in?? Contact MomentFeed

When & Where

The University of Southern California
Davidson Conference Center
3415 South Figueroa Street
Los Angeles, CA 90089

Tuesday, September 21, 2010 from 6:00 PM to 9:00 PM (PDT)

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Location-Based Marketing: To Check-in or Not to Check-in?
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