DSE2011 Presentation S29

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: srandall@locamoda.com
TWITTER: stephenrandall

Copyright © 2011 LocaModa Inc. 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.

Copyright © 2011 LocaModa Inc. Place-Based Social Media

#1 CONNECTED AUDIENCES

Copyright © 2011 LocaModa Inc.

SOCIAL MEDIA IS NOT A FAD
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)!


THE USER HAS THE REMOTE CONTROL

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

#2 DISCONNECTED NETWORKS

WILL BE MARGINALIZED


SOLUTION: EXTEND REACH TO CONNECTED
AUDIENCE & INCREASE NETWORK VALUE

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


#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…

BRANDX
!@#$
http:

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


PLACE-BASED SOCIAL MEDIA TYPES
Average Number of DOOH Audience Interactions"
INTERACTIVE!
2

•  Interactive Place-Based
Social Media displays real-
time contextual, targeted,
curated, social media on
DOOH screens with a call
ACTIVE! to action.!
•  Active Place-Based Social •  DOOH screens can be
Media displays contextual, influenced by audience in
targeted, curated, social real time.!
"

media on DOOH screens •  Can be operated by DOOH
with a call to action.! networks of with real-time
•  DOOH screens can be Internet connectivity.!
influenced by audience but
NOT in real time – either
1"

due to limitations of
PASSIVE! infrastructure or time
•  Passive Place-Based required by brands/venues to
Social Media displays ensure content is adequately
contextual, targeted, filtered, moderated and/or
"

curated, social media curated.!
on DOOH screens •  Can be operated by DOOH
without a call to networks with minimum
action.! Internet connectivity.!
•  DOOH screens cannot
"

be influenced by
audience.!
•  Can be operated by
DOOH networks of any
capability.! Minimum DOOH Time To Engage (Seconds)"
0

15  " 30 60 "

UX MAPS TO CHANNELS
INTERACTIVE!
2

Engagement"
Path"

ACTIVE! BARS, EVENTS,
STADIUMS"
"

CAFES, RESTAURANTS, HEALTH CARE,
CINEMAS, FITNESS, EDUCATION,
1"

PASSIVE! AMUSEMENT PARKS, CASINOS,
WAITING ROOMS "
"

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

OUTDOOR, TRANSPORTION, CORPORATE,
GAS STATIONS, CONVENIENCE STORES"
Minimum DOOH Time To Engage (Seconds)"
0

15  " 30 60 "

#6 MOTIVATING THE END USER


THE 3 Fs

FUN!
T!
SPECIAL
CRO
SS- MEN
CHA
GAGE

OFFER!
NNE N

CROSS-CHANNEL ENGAGEMENT!
LE LE
NGA A NNE
GEM -CH
ENT! CR OSS

FAME! FORTUNE!
SPECIAL
OFFER!


STAGES OF ENGAGEMENT
INTERACTIVE!
2

Reaction"
ACTIVE!

Screen Updates"
"

Receive Response"
1"

PASSIVE! Send Message"

Start to Participate"
"

Whatʼs In It For Me?"
"

Recognize Ability To Participate"

Minimum DOOH Time To Engage (Seconds)"
0

15  " 30 60 "

#7 LOVE THY VENUE


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

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

Highlighted elements Web streams (e.g. Twitter) Dynamically display
display localized tags/ do not have urls (which and update venue
sources and encourage canʼt be clicked by OOH marketing
participation.
audience).

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

Digital place-based networks Agencies/Brands need
need audience focused solutions: audience focused solutions:
• Engaging content • Brand/product engagement
• Easy management of local content • Cross channel reach
• Advertising Revenue (if an ad network) • Effective/measurable campaigns
• Measurement (if an ad network) • Media that’s easy to buy/measure


#8 DISCOVERY
Bar, Café,
Retail Networks Public Spaces Events
Restaurant Networks

PUBLIC SCREENS On-line Mobile
(DISCOVERY VIA Audience Audience

MOBILE CONTEXT)

PRIVATE SCREENS
Brands and
(DISCOVERY VIA Advertisers

INTENT)


#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


TOP 10 PROBLEMS FOR SOCIAL/MOBILE DOOH
#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?


FREE WHITE PAPERS & PRESENTATIONS

LOCAMODA.COM
&
SLIDESHARE.NET/SRANDALL

!Thanks for your time!
!Contact Stephen Randall, CEO!
Cell 781 888 1417
Email: srandall@locamoda.com
twitter.com/stephenrandall
twitter.com/locamoda

DSE2011 Presentation S29

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DSE2011 Presentation S29