Stephen Randall BOLO 2011
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Transcript of 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
Copyright © 2011 LocaModa Inc.
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). !
Copyright © 2011 LocaModa Inc.
SOME OF THE BRANDS & AGENCIES WE’VE HELPED
Copyright © 2011 LocaModa Inc.
TIMES SQUARE NEW YEAR’S EVE 2010 (CIROC VODKA)
Copyright © 2011 LocaModa Inc.
BLACK EYED PEAS, CENTRAL PARK, NYC, SEPT 2011
Copyright © 2011 LocaModa Inc.
SOUTH PARK NEW SEASON – TIMES SQ OCT 2011
Copyright © 2011 LocaModa Inc.
ESPN UK AUG 2010
Copyright © 2011 LocaModa Inc.
TREAD CAREFULLY!
Copyright © 2011 LocaModa Inc.
MOBILE IS OFTEN LIPSTICK ON A PIG
Copyright © 2011 LocaModa Inc.
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…
Copyright © 2011 LocaModa Inc.
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”
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
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
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
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
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 OF CROSS CHANNEL ENGAGEMENT
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.
!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.
Copyright © 2011 LocaModa Inc.
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
Copyright © 2011 LocaModa Inc.