DSE2011 Presentation S29

Copyright © 2011 LocaModa Inc.

Place-Based Social Media

S29 - Using Mobile, Touch and Other Interactive Technologies to Validate User Engagement and Campaign Effectiveness

The 10 Biggest Problems and Solutions for DOOH Networks Flirting with Social Media and Mobile Applications

CEO: Stephen Randall MOBILE: +1 781 888 1417 EMAIL: [email protected] TWITTER: stephenrandall


Place-Based Social Media

In this session, you will learn:"1. How to avoid getting the same war wounds as the many who have gone before you."2. How to choose effective solutions and how not to get seduced by the latest technology unless it actually addresses real business problems."3. How to decide what you want to buy and what you want to build.


#1 CONNECTED AUDIENCES


In the average 20 minutes (2010): !15+ Million Facebook posts!10+ Million Facebook Comments 2+ Million Facebook Photos!AllFacebook.com!

Social networking site usage grew 88% among Internet users aged 55-64 between April 2009 and May 2010 (Pew Research)!

SOCIAL MEDIA IS NOT A FAD


Justin Bieber has more than 6 million Twitter Fans and 1 billion YouTube views!

THE USER HAS THE REMOTE CONTROL


#2 DISCONNECTED NETWORKS WILL BE MARGINALIZED


Connecting people in places to people on social networks, helps all destinations (on and off line) be engaging.!

SOLUTION: EXTEND REACH TO CONNECTED AUDIENCE & INCREASE NETWORK VALUE


#3 LIPSTICK ON A PIG


BOLTING ON A MOBILE MARKETING SHORT CODE IS NOT ENOUGH… AND NEITHER IS A QR CODE… OR A BLUETOOTH APP… OR AN IPAD APPLICATION… OR A FACBOOK FAN PAGE… OR THE OCCASIONAL TWEET…


YOU MUST HAVE EVERGREEN, INTEGRATED MOBILE & SOCIAL SOLUTIONS TO MAXIMISE CONSUMER, VENUE OR BRAND ENGAGEMENT EG: SCREEN IDs, LOCATION PROFILES, LOCALIZED STREAMS…


#4 FEAR OF SOCIAL MEDIA


EXCUSES EXCUSES EXCUSES…

!@#$ http:

BRANDX


CLEANING WEB CONTENT FOR DOOH… Fear of social media is a poor EXCUSE for not deploying it. Moderation tools are effective and inexpensive (typically less than 5% of media budget).

CHECK LIST:

• Scalable Real time, Extensible, Configurable

• Filters and “not tags” Not just for abusive language, but also undesirable

brands, competitors etc • And remove unwanted links

They don’t work on DOOH screens!


#5 ONE SIZE DOESN’T FIT ALL


PASSIVE!

ACTIVE!

INTERACTIVE!

15  " 30 60 "Minimum DOOH Time To Engage (Seconds)"

•  Passive Place-Based Social Media displays contextual, targeted, curated, social media on DOOH screens without a call to action.!

•  DOOH screens cannot be influenced by audience.!

•  Can be operated by DOOH networks of any capability.!

•  Active Place-Based Social Media displays contextual, targeted, curated, social media on DOOH screens with a call to action.!

•  DOOH screens can be influenced by audience but NOT in real time – either due to limitations of infrastructure or time required by brands/venues to ensure content is adequately filtered, moderated and/or curated.!

•  Can be operated by DOOH networks with minimum Internet connectivity.!

•  Interactive Place-Based Social Media displays real-time contextual, targeted, curated, social media on DOOH screens with a call to action.!

•  DOOH screens can be influenced by audience in real time.!

•  Can be operated by DOOH networks of with real-time Internet connectivity.!Av

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PLACE-BASED SOCIAL MEDIA TYPES


PASSIVE!

INTERACTIVE!

Minimum DOOH Time To Engage (Seconds)"

OUTDOOR, TRANSPORTION, CORPORATE, GAS STATIONS, CONVENIENCE STORES"

SUPERMARKETS, PHARMACIES, MALLS, RETAIL STORES, SALONS, WAREHOUSES"

BARS, EVENTS, STADIUMS"

CAFES, RESTAURANTS, HEALTH CARE, CINEMAS, FITNESS, EDUCATION, AMUSEMENT PARKS, CASINOS, WAITING ROOMS "

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ACTIVE!

Engagement"Path"

UX MAPS TO CHANNELS


#6 MOTIVATING THE END USER


FAME!

FUN!

FORTUNE!

CROSS-CHANNEL ENGAGEMENT! CROSS-CHANNEL ENGAGEMENT!

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SPECIAL �OFFER! �

SPECIAL �OFFER! �

THE 3 Fs


Recognize Ability To Participate"

Whatʼs In It For Me?"

Send Message"

Screen Updates"

Start to Participate"

Receive Response"

Reaction"

Minimum DOOH Time To Engage (Seconds)"

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INTERACTIVE!

ACTIVE!

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STAGES OF ENGAGEMENT


#7 LOVE THY VENUE


Tips need to be curated/moderated (i.e. do not show specials for places nearby!)!

Web streams (e.g. Twitter) do not have urls (which canʼt be clicked by OOH audience).

Highlighted elements display localized tags/sources and encourage participation.

30-60% increase in check-ins when displayed clearly at venue.!

LOCALIZED FEATURES

Dynamically display and update venue marketing


Location owners need customer focused solutions: • Engagement • Localized services • Sales • Loyalty/Lead Gen

Digital place-based networks need audience focused solutions: • Engaging content • Easy management of local content • Advertising Revenue (if an ad network) • Measurement (if an ad network)

Agencies/Brands need audience focused solutions: • Brand/product engagement • Cross channel reach • Effective/measurable campaigns • Media that’s easy to buy/measure

VALUE PROPOSITION


PRIVATE SCREENS (DISCOVERY VIA

INTENT)

PUBLIC SCREENS (DISCOVERY VIA

MOBILE CONTEXT)

Brands and Advertisers

On-line Audience

Public Spaces Events Retail Networks Bar, Café, Restaurant Networks

Mobile Audience

#8 DISCOVERY


#9 I SELL WHAT I SELL (INERTIA)


Wikipedia:

Inertia is the resistance of any physical

object to a change in its

state of motion or rest.


#10 WHO’S BUDGET IS IT ANYWAY?

TICKING THE BOX FOR MOBILE &

SOCIAL…

OPENS DOORS TO MORE BUDGET

HOLDERS


#1 CONNECTED AUDIENCED #2 DISCONNECTED NETWORKS #3 LIPSTICK ON A PIG #4 FEAR OF SOCIAL MEDIA #5 ONE SIZE DOESN’T FIT ALL #6 MOTIVATING THE END USER #7 LOVE THY VENUE #8 DISCOVERY #9 I SELL WHAT I SELL #10 WHOSE BUDGET IS IT ANYWAY?

TOP 10 PROBLEMS FOR SOCIAL/MOBILE DOOH


FREE WHITE PAPERS & PRESENTATIONS

LOCAMODA.COM & SLIDESHARE.NET/SRANDALL

!Thanks for your time!!Contact Stephen Randall, CEO!

Cell 781 888 1417 Email: [email protected]

twitter.com/stephenrandall twitter.com/locamoda

DSE2011 Presentation S29

Technology

social dooh screens

social networks

doohfear of social media

social real time

participateminimum dooh

realtime dooh screens

pig copyright

fear of social mediacopyright