DSE2011 Lunch and Learn

Copyright © 2011 LocaModa Inc.

STEPHEN RANDALL: CEO, LCOAMODA INC MOBILE: +1 781 888 1417

EMAIL: [email protected] TWITTER: stephenrandall

DSE 2011 LUNCH & LEARN: The Role of Place Based Social Media in Digital Signage


INTRODUCTION

LocaModa is a place-based social media company helping locations engage customers and brands engage audiences. !•  LocaModa uses social media as a way to build value for the worldʼs

leading digital place-based networks and brands. #•  The LocaModa platform turns real-time social media into highly localized

services and applications for digital place-based networks, venues, event organizers and advertisers. #

•  LocaModa enables networks reaching over 100,000,000 people every month in U.S. in over 15,000 high-traffic locations (for example in cafes, supermarkets, bars, quick-serve restaurants, colleges, stadiums and on digital billboards in Times Square and Las Vegas). #

12,000+ Bars 2,000+ Café & QSRs Times Sq, Vegas Strip Major Events 1,400+ Supermarkets


SOCIAL MEDIA

PLACE-BASED NETWORKS

WHAT IS PLACE-BASED SOCIAL MEDIA?

DEFINITIONS#Place-Based Networks: Digitally addressable signage networks in places such as bars, cafes, supermarkets, waiting rooms, public spaces, taxis etc. Also known as Digital Out of Home (DOOH) Networks. !Place-Based Social Media: Media for social engagement via place-based networks using highly accessible and scalable web-based technologies to enable interactive dialogues.!


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


PEOPLE IN VENUES!

DIGITAL PLACE-BASED NETWORKED SCREEN!

FEET!

MILES!

PEOPLE ON-LINE - FOLLOWERS, FANS,!

BRAND WEBSITES ETC!

PLACE-BASED SOCIAL MEDIA EXTENDS THE RANGE OF DIGITAL DIGITAL SIGNAGE FROM FEET…! …TO MILES!

IN OTHER WORDS….


PASSIVE!

ACTIVE!

INTERACTIVE#

15  ! 30 60 !

PLACE-BASED SOCIAL MEDIA TYPES

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.#

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

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

Aver

age

Num

ber o

f D

OO

H A

udie

nce

Inte

ract

ions!

0!

!

1!

!

2

!


Recognize Ability To Participate!

Whatʼs In It For Me?!

Send Message!

Screen Updates!

Start to Participate!

Receive Response!

Reaction!

ENGAGEMENT STAGES


Aver

age

Num

ber o

f D

OO

H A

udie

nce

Inte

ract

ions!

15  ! 30 60 !

PASSIVE!

INTERACTIVE#

ACTIVE!

0!

!

1!

!

2

!


PASSIVE!

INTERACTIVE#

CHANNELS


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!


EXAMPLES…

RMG’s NYTimesToday.com network features a LocaModa passive place-based social media application. Messages are posted by the brand owner so do not require moderation, curation or a call to action. The messages are stripped of urls (which are ordinarily present in the brand’s web-feeds). New messages are displayed full-screen for 5 seconds then moves to the background. This gives a time dimension to the messages as well as making the interface immediately more attention grabbing, contemporary and clean. The Twitter logo on each message emphasizes the source and real-time nature of the content.

Zoom Media and Marketing Sports Bytes is a LocaModa passive place-based social media application. User generated Twitter messages are tagged, filtered and localized around sports topics (e.g. “Red Sox”) but do not display a highlighted call to action.

Cup Buzz DOOH was developed for AT&T for their World Cup 2010 sponsorship. The application is an interactive place based social media application that connected jukeboxes as well as other DOOH channels to the same application on AT&T’s World Cup Facebook fan page. World cup tweets and text messages were filtered and moderated in real time and then displayed across multiple participating DOOH networks as well as in Facebook. Cup Buzz connected literally millions of conversation threads around every team and nation qualifying in every round of the World Cup and displayed those conversations on AT&T's Facebook page as in 800 sports bars in the top 10 USA DMAs via Zoom Media and Marketing, Ecast, Barcast and Panel Group, generating over 400,000 messages.

LocaModa Check-Ins (either the full screen version shown or the sidebar version is an active place-based social media application. LocaModa Check-ins displays real-time updates for the number of venue check-ins, the mayor and venue tips. Tips and Special Offers are configured for venues (so will not show tips for nearby venues) and can be filtered/moderated if user tips are inappropriate.


SOME ENGAGEMENT LESSONS

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.#

“3 Fs” Fun, Fame, Fortune, helps call to action be more successful.#

Extending reach from venue to web can

make both destinations more

interesting.


STANDARDIZED APPS + AD UNITS


WHAT CAN WE MEASURE? • Phone number#• User Name (if registered with system/app)#

• User Profile in Social Network (e.g. Twitter, Facebook) (once user has signed up or opted in)#

• Number of Mobile and Web Messages#• Number of Mobile and Web Users#• Number of Unique Phone and Web Users#• Content of Messages (Tags, Trends etc)#• Timestamp of Mobile and Web Messages#• Engagement Duration Mobile and Web#• Location of Mobile User (Screen ID, Venue ID, Phone

Area Code)#• Opt-in Rate#• Number of Web Clicks/Plays#• Number of Plays (e.g. in Jumbli)#• Specific Content (e.g. Answers to questions)#


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 Lunch and Learn

Technology

Transcript of DSE2011 Lunch and Learn