This presentation was given the Bentonville Chamber of Commerce on Dec 8th

1. Driving Retail Sales Through Location Based Social Services

2. Lots of news but what’s the story?

4. There is a difference between location vs. place

6. Relevancy drives disruption AOL Overture Sponsored Keywords Google AdWords Physical World, Social, Mobile Relevancy MARKET DISRUPTION Billions at stake!

7. 2011 will be a defining year 51% by Q3 2011

8. Value will drive explosive growth. Top smart phones 6 months ago are now free Unlimited data for only $25 a month

10. High Engagement High Reach Community & Programming USA WEEKEND, Whrrl and Collective Bias teamed up to drive hyper-relevant brand activation in retail venues. Purpose: Get people out into the stores trying new things

13. Whrrl increases the possibility of finding new experiences - new places to go and things to do. This is difficult mission. People are so comfortable with what they know. The probability that something new will be better than something you already know is low.

14. How? Societies Personalization Algorithms Experiences 80% of Marie Callender ’s Society members want-to…. People who check in to Walmart, do the the following recommendations… Marissa Lomas, a Foodie VIP, recommends the following…. People who go to Walmart, go to Murphy USA’s afterwards. Rewards

15. Consumers join Societies to exchange recommendations with people with similar passions, tastes or interests Family Meals

16. Check in to discover Societies Checking in wherever you go, opens the opportunity to join societies, see real world recommendations, participate in contests, and receive special offers

19. Capture the Story: Photos, Notes & Comments Whrrl users share their real-world experiences out to Facebook and Twitter as photos and notes. Their friends then comment and “like” their slides - a viral loop. When friends are together, they can join their check-ins and connect their cameras!

20. Meanwhile, on the Web... Photos and notes are published out to Twitter and Facebook (not shown) Whrrl tracks page views

23. How to join… Readers go to whrrl.com/family and unlock the safe to join the Marie Callender’s Family Meals society

25. Recs Home Page Notifications Whrrl Jeanna B. made a rec to Family Meals Society @ Walmart: Make Classic Backed Corn Pudding. Ingredients cost me $15 Close View Family Meals Society members could activate at the store

26. Collective Bias Drove Content WEEK 1 WEEK 2 WEEK 3 WEEK 4 Group created and seeded community discussion around family meals First set of in-store shopping immersions for Marie Callender’s bakes and pies at Walmart stores nationwide with seeded recommendations in Family Meals Whrrl Society USA Weekend ad run and second set of shopping immersions with continued recommendations in Family Meals Whrrl Society Continued Family Meals Whrrl Society discussion and check-in to win at Walmart

27. In 30 days, Marie Callender’s Family Meals Society dominated social activity Social activity = User driven FB Wall posts, likes, comments, Twitter mentions, Whrrl want-tos, did-its, recommends, shares, check-in plays Brand Social Activity Stouffer's 1,720 Bertolli 1,147 Sara Lee Desserts 766 Marie Callender's 17,598

28. Family Meals Society delivering against its objectives 32% Of Society Members choose 8-10 (on 10 point scale) 52% Of Society Members choose 8-10 (on 10 point scale) Did the Family Meals Society help you bring your family together? (Scale from 1-10) Would you recommend Family Meals Society to a friend? (Scale from 1-10) N = 161