Stephen Randall BOLO 2011

Copyright © 2011 LocaModa Inc.

ENGAGING WITH MOBILE CONSUMERS IN A MULTI-SCREEN WORLD

CEO: Stephen Randall MOBILE: +1 781 888 1417

EMAIL: [email protected] TWITTER: stephenrandall


QUICK INTRO TO LOCAMODA

LocaModa is a place-based social media company, focused on helping locations engage customers and brands engage audiences. !•  We enable and deliver localized media and services to locations,

distributed via place-based networks and social networks "•  We reach over 100,000,000 people every month in over 15,000

high-traffic locations (for example in cafes, supermarkets, bars, quick-serve restaurants, colleges, stadiums and on jumbotrons in Times Square and Las Vegas). !


SOME OF THE BRANDS & AGENCIES WE’VE HELPED


TIMES SQUARE NEW YEAR’S EVE 2010 (CIROC VODKA)


BLACK EYED PEAS, CENTRAL PARK, NYC, SEPT 2011


SOUTH PARK NEW SEASON – TIMES SQ OCT 2011


ESPN UK AUG 2010


TREAD CAREFULLY!


MOBILE IS OFTEN LIPSTICK ON A PIG


CROSS CHANNEL ENGAGEMENT CANNOT BE A BOLT-ON AFTERTHOUGHT 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…


OUT-OF-HOME SCREENS

MOBILE SCREENS

WEB SCREENS

AUDIENCE

IT’S NOT ABOUT MOBILE TECH, IT’S ABOUT MOBILE BEHAVIOR INSIDE THE “NEW MEDIA TRIAD”


On-line Audience

Public Spaces Events Retail Networks Bar, Café, Restaurant Networks

TODAY DISCOVERY IS INTENT OR CONTEXT

Brands and Advertisers

1 w

ay

2 w

ay

PRIVATE SCREENS: DISCOVERY VIA INTENT

PUBLIC SCREENS: DISCOVERY VIA CONTEXT


On-line Audience

PRIVATE SCREENS: DISCOVERY VIA INTENT

Public Spaces Events Retail Networks Bar, Café, Restaurant Networks

MOBILE BRIDGES INTENT AND CONTEXT PUBLIC SCREENS: DISCOVERY VIA CONTEXT

Brands and Advertisers

Mobile Audience

PRIVATE MOBILE SCREENS: DISCOVERY VIA INTENT & CONTEXT

2 way

2 way

1 w

ay

2 w

ay


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 !

Aver

age

Num

ber o

f D

OO

H A

udie

nce

Inte

ract

ions!

0!

!

1!

!

2

!

15  ! 30 60 !

ACTIVE!

Engagement!Path!

CONTEXT & UX MAPS TO CHANNELS


FAME"

FUN"

FORTUNE"

CROSS-CHANNEL ENGAGEMENT" CROSS-CHANNEL ENGAGEMENT"

CR

OSS-C

HA

NN

EL ENG

AG

EMEN

T"

SPECIAL �OFFER! �

SPECIAL �OFFER! �

THE 3 Fs OF CROSS CHANNEL ENGAGEMENT


Dynamic title CTAs to promote brand and social media initiatives

Posts and dynamic CTA from

brand Facebook page or Twitter.

Tweets from brand

account and/or desired hashtags

Standardized ad units work

across multiple

networks and channels

Photos from Facebook or Twitter

(Moderated/Curated)

Mobile messages with “tear-off slip” text back

SCREENS CAN AND SHOULD REACH MILES (NOT FEET) EG: COMMUNITY BOARD – SOCIAL MEDIA + FAMILIAR UX


!Contact Stephen Randall, CEO" Cell 781 888 1417 Email: [email protected]

twitter.com/stephenrandall twitter.com/locamoda

SUMMARY – IN A NUTSHELL

ALL SCREENS ARE (OR SOON WILL BE) CONNECTED.


THANK YOU FOR YOUR TIME. ANY QUESTIONS?

STEPHEN RANDALL MOBILE: +1 781 888 1417

EMAIL: [email protected] TWITTER: stephenrandall

Get these slides and other papers: www.slideshare.net/srandall


Stephen Randall BOLO 2011

Business