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Sunday, March 13 • 3:30pm - 4:30pm
Go Here, Do This: Location + Collective Action

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Grassroots movements, flash mobs and now group purchasing--they all have an intimate relationship with location; it’s the linchpin that ties the movement together. For some time now, advertisers have tried to say “Go here. Buy this. Do it now.” But as consumers, we’ve been pretty reluctant to give in easily—there’s always another holiday for a car dealership to celebrate, and a liquidation sale at a furniture store just doesn’t motivate us anymore. Flash mobs, grassroots movements—they have been exceedingly difficult to create. They’re purely organic movements, born out of internet chatrooms, with a bitter reaction to rigid organization. The holy grail—a sudden influx of consumers—has always been just out of reach for most businesses. But more and more, brands are finding interesting ways to cultivate flash mobs of their own. Location based services play an important role in aiding these movements. Whether it be group purchasing sites created around local communities or mobile check in apps with flocks of users descending on a bar or restaurant, new tools continue to emerge for businesses and brands to create their own mobs. We'll look at what tools are available for building mobs and how they are being focused towards completing a specific action. We'll envision what tools have yet to emerge. And we'll explore the delicate balance between pushing an action or a message while maintaining the organic feel that characterizes these movements.

avatar for Sam Altman

Sam Altman

CEO, Co-founderLoopt IncSam Altman is co-founder and CEO of Loopt, a company that builds mobile applications to help people enjoy the friends, places, and events around you right now. Sam sees mobile location as helping to make serendipity happen, completely transforming how people... Read More →
avatar for Jill Okawa Fletcher

Jill Okawa Fletcher

Social MediaVirgin AmericaJill Okawa Fletcher has eight years of experience in building online communities and leveraging new media to build consumer brand engagement. She currently leads Virgin America's social media strategy at Virgin America. She has spoken at numerous conferences... Read More →
avatar for Edward Frederick

Edward Frederick

President & Co-FounderLivingSocialEddie leads our capital deployment program, namely customer acquisition. Prior to co-founding LivingSocial, he designed and built innovative product prototypes and platform infrastructure at Revolution Health. He is a graduate of the University of... Read More →
avatar for Vince Sollitto

Vince Sollitto

VP, Corp Comm & Gov AffairsYelp!Vince joined Yelp in April 2009. He has nearly 20 years of experience in communications in the private and public sectors. Vince was vice president of communications at PayPal, from the launch of the service until its sale to eBay three years later... Read More →
avatar for Clive Thompson

Clive Thompson

Author & JournalistClive Thompson

Sunday March 13, 2011 3:30pm - 4:30pm CDT
Hilton, Salon J

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