Go Here, Do This: Location + Collective Action

A session at SXSW Interactive 2011

Sunday 13th March, 2011

3:30pm to 4:30pm (CST)

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.

LEVEL: Intermediate

About the speakers

This person is speaking at this event.
Sam Altman

Loopt CEO bio from Twitter

This person is speaking at this event.
Clive Thompson

Journalist, blogger, musician. Wired mag columnist, contributing writer for the New York Times Magazine. Writing a book about how tech affects our thought. bio from Twitter

This person is speaking at this event.
Jill Okawa Fletcher

Director of Social Media for Virgin America -- opinions stated are my own & don't reflect my employer. Also into Cause Mktg, Interior Design, Indie Rock. bio from Twitter

14 attendees

  • Andy K. Cheng
  • brenton
  • Bruno Alves Mendonça
  • Dan Derozier
  • elysa ellis
  • Jill Okawa Fletcher
  • Jon Lim
  • Matt Keeler
  • Patricia Marinho
  • Clive Thompson
  • Sam Altman
  • Shiso Social
  • Yesenia Sotelo
  • Tyler Bell

17 trackers

  • Andrea Genevieve
  • Jessica Clark
  • Sean Patrick Henry
  • Bryan Jones
  • Brian Duggan
  • Dave Curry
  • Jay Patel
  • James Stewart
  • liangcw
  • Ben Tesch
  • Mathilde Piard
  • Misha Tepper
  • Mark
  • Niran Babalola
  • Jeff Putthoff, SJ
  • Ramin Ettehad
  • Shelley Cook

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Time 3:30pm4:30pm CST

Date Sun 13th March 2011


Salon J, Hilton Austin Downtown

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