Transcript
Page 1: Building the Future Landscape of Geofencing SXSW workshop Teaser

Building the Future Landscape of Geofencing:

A workshop outline

SxSW2014 | #georights

3.8.2014

Page 2: Building the Future Landscape of Geofencing SXSW workshop Teaser

Agenda & content

Overview of the Landscape, who is doing what, what are the opportunities, what should we be concerned about?

Data Privacy & Rights Implications

Location Ownership & Rights Implications

Building the Manifesto

The Importance of Location

Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

Page 3: Building the Future Landscape of Geofencing SXSW workshop Teaser

How you’ll be involved

Interactive Polling Periodically, questions pertaining to the topic being discussed will be asked in order to gain insight into the opinions of the people participating in the session.

Manifesto Creation At the end of the session, we will use the information discussed throughout the session in order to develop a manifesto that frames the future landscape of geofencing.

Interactive Scenarios Scenarios will be presented and walk participants through methods of engagement, Business/Marketer’s perspective, and User/Consumer’s perspective. After each scenario, polling results will be reviewed, and an attempt will be made to demonstrate the engagement technology live in the room during each scenario.

Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

Page 4: Building the Future Landscape of Geofencing SXSW workshop Teaser

Importance of Location

•  What is it about place and why do we care so much?

•  Why create of a manifesto?

è Encourage dialogue around protecting consumer rights to privacy & avoid situations like CAN-SPAM

•  Geofencing is an emerging capability with rapid growth

è Define ethics for using this marketing technology to allow for mutually beneficial evolution for both marketers and consumers.

è The role location & place play in memories

Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

Page 5: Building the Future Landscape of Geofencing SXSW workshop Teaser

Overview of the landscape

•  Data: provides context connecting users’ physical presence to the virtual world around them.

•  Location: The human need to describe the context in which they are

è GPS technology (1970s) – allows you to pin point where you are with accuracy

•  Boundaries: People like drawing definition around something to trigger and action or feeling. If the line is crossed, then something happens.

GEOFENCING

location

boundaries

data

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Page 6: Building the Future Landscape of Geofencing SXSW workshop Teaser

Overview of the landscape - Continued

•  Market focus: moving from outdoors to inside

•  Technology precision is increasing

•  Application trends è Location aware è Personalization through proximity è Predictive & connected thinking

è Nokia, Google, Apple •  Consumer context è Geosocial on the decline, geo-location on the rise

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Page 7: Building the Future Landscape of Geofencing SXSW workshop Teaser

The Data Story

è Geofencing is both a data consumer and data provider

è Crowd-sourced data is driving a new breed of applications in this shared economy (Waze)

•  Data is one of the key ingredients of geofencing

•  Who really owns this data? è The consumer (person generating this data) vs. the platform

(where the data is stored and used)

è Many data relationships create black hole of fear for both sides

è Consumers current concern about giving up location data

•  Mutually beneficial relationships are based on trust è Trust and transparency aligns brands to people’s values

è Trust means consumer centricity is at the center

Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

Page 8: Building the Future Landscape of Geofencing SXSW workshop Teaser

Putting Up Fences

è Customer-centricity: understanding the customer from their context

è Understand when customer need overlaps with what you can provide & when it doesn’t

•  Why geo-fencing?

•  Consumer-centricity can lead us to protect against or collaborate with other brands

è Shelf space in Retail – some brands want to own as much as possible while others partner with similar brands to gain space

è Competitive blocking maneuvers vs. partnership

•  Brand geo-conquesting or geo-collaborating è Should there be a similar value, and possibly marketplace, for air

or virtual space with geofencing?

Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

Page 9: Building the Future Landscape of Geofencing SXSW workshop Teaser

Manifesto Creation •  Crowd-sourced Manifesto

•  Outline of Manifesto è Situation

è Stakeholders

è Topics:

§  What do users expect from marketers?

§  What do marketers expect from users?

§  What do marketers expect from each other?

§  Privacy of data

§  The Future

•  Discuss hotly contested topics

•  Signing of the Manifesto

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Page 10: Building the Future Landscape of Geofencing SXSW workshop Teaser

Presenters

Jay Wilson Technology, Sr. Manager

Jenessa Carder Digital Strategy, Sr. Associate

Kevin Pound Business Consulting, Manager

Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights