Post on 19-May-2015
description
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: 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.
#1 CONNECTED AUDIENCES
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
Justin Bieber has more than 6 million Twitter Fans and 1 billion YouTube views!
THE USER HAS THE REMOTE CONTROL
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#2 DISCONNECTED NETWORKS WILL BE MARGINALIZED
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
#3 LIPSTICK ON A PIG
Copyright © 2011 LocaModa Inc.
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…
Copyright © 2011 LocaModa Inc.
YOU MUST HAVE EVERGREEN, INTEGRATED MOBILE & SOCIAL SOLUTIONS TO MAXIMISE CONSUMER, VENUE OR BRAND ENGAGEMENT EG: SCREEN IDs, LOCATION PROFILES, LOCALIZED STREAMS…
Copyright © 2011 LocaModa Inc.
#4 FEAR OF SOCIAL MEDIA
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EXCUSES EXCUSES EXCUSES…
!@#$ http:
BRANDX
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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!
Copyright © 2011 LocaModa Inc.
#5 ONE SIZE DOESN’T FIT ALL
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
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
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15 " 30 60 "
ACTIVE!
Engagement"Path"
UX MAPS TO CHANNELS
Copyright © 2011 LocaModa Inc.
#6 MOTIVATING THE END USER
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
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)"
Aver
age
Num
ber o
f D
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udie
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Inte
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15 " 30 60 "
PASSIVE!
INTERACTIVE!
ACTIVE!
0"
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1"
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2
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STAGES OF ENGAGEMENT
Copyright © 2011 LocaModa Inc.
#7 LOVE THY VENUE
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
#9 I SELL WHAT I SELL (INERTIA)
Copyright © 2011 LocaModa Inc.
Wikipedia:
Inertia is the resistance of any physical
object to a change in its
state of motion or rest.
Copyright © 2011 LocaModa Inc.
#10 WHO’S BUDGET IS IT ANYWAY?
TICKING THE BOX FOR MOBILE &
SOCIAL…
OPENS DOORS TO MORE BUDGET
HOLDERS
Copyright © 2011 LocaModa Inc.
#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
Copyright © 2011 LocaModa Inc.
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