© 2010 LocaModa 1 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

Interoperability withMobile and Social Media Successful Multi-Channel Campaigns

with Digital Out-of-Home Media Stephen Randall CEO, LocaModa Inc!

www.twitter.com/stephenrandall

srandall@locamoda.com

© 2010 LocaModa 2 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

An Out-of-Home platform exists to activate mobile & internet "Audience of One” engagement.” Sir Martin Sorrell, CEO WPP. WSJ April 9th 2010

“

© 2010 LocaModa 3 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

MY GOAL TODAY…

Demonstrate how the impact of mobile + social technologies

will make or break your business. !

© 2010 LocaModa 4 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

100 billion clicks per day!55 trillion links"1 trillion urls in 6,000 days!2.3 trillion text messages per year !2 million emails per second!1 million IM messages per second!65 billion phones calls per year!Source – Kevin Kelly “The next 5,000 days” !

© 2010 LocaModa 5 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

AND IN FEBRUARY 2010 ALONE…"

1.5 billion Tweets on Twitter"12.2 billion YouTube video views!20 billion Facebook posts shared!

© 2010 LocaModa 6 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

BUT THIS IS NOT ABOUT TWITTER!

© 2010 LocaModa 7 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

ITʼS NOT ABOUT FACEBOOK!

© 2010 LocaModa 8 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

AND ITʼS NOT ABOUT MOBILE!

© 2010 LocaModa 9 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

ITʼS ABOUT CHANGING FROM THIS…!

© 2010 LocaModa 10 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

TO THIS!

© 2010 LocaModa 11 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

PU SH

© 2010 LocaModa 12 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

PU L L

© 2010 LocaModa 13 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

Open"

Connected"

Personalization"Web as Platform"

Collaboration"

User-Generated Content"Cross Platform"

Real-Time"

Trust"Mobile"

YOU KNOW THE STORY…!

Cross Channel"

© 2010 LocaModa 14 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

IMPRESSION / PASSIVE /PUSH / MONOLOGUE /REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED /ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION

© 2010 LocaModa 15 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

ITʼS ABOUT BEING CONNECTED!

© 2010 LocaModa 16 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

WHERE IS THIS?"

CLUE: "This isnʼt a

teen audience!!

© 2010 LocaModa 17 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

ANSWER: PRESIDENT OBAMAʼS INAUGURATION"

CLUE: "This isnʼt a

teen audience!!

© 2010 LocaModa 18 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

YOUR AUDIENCE IS CONNECTED"BUT ARE YOU CONNECTED TO THEM?"

© 2010 LocaModa 19 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

METCALFʼS LAW!

THE VALUE OF A NETWORK IS PROPORTIONAL TO THE SQUARE OF

ITS CONNECTED USERS"

© 2010 LocaModa 20 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

DOOH NETWORKS DO NOT LEVERAGE THEIR POTENTIAL NETWORK EFFECT

© 2010 LocaModa 21 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

OUT OF!HOME!DIGITAL!

© 2010 LocaModa 22 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

DIGITAL!FRICTIONLESS!

CO

NN

ECTE

D!

SPEED! WEB

!MEASURABLE!

NETWORKED!FRIC

TIO

NLE

SS!

DAT

A!

DYNAMIC!

INTERACTIVE!B

ITS!

COMPUTER!

INTERNET!

© 2010 LocaModa 23 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

STANDARD DOOH NETWORK"Model: 1,000 Venues x 1,200 People/Month x 50% Noticing = 6,000,000 Audience per Month!

CONNECTOMETER"

© 2010 LocaModa 24 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

SINGLE NODE INTERACTIVITY"1,200 People/Month x 50% Noticing x 2% Response = 120 Interactions* per Venue/Month!

CONNECTOMETER"CONNECTOMETER"

* Interactions at a venue are displayed ONLY on that venueʼs screens"

© 2010 LocaModa 25 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

MULTI-NODE INTERACTIVITY"1,000 Venues x 1,200 People/Month x 50% Noticing x 2% Response = 120,000 Interactions** per Venue/Month!

CONNECTOMETER"

** Interactions at a venue are displayed on ALL venue screens"

© 2010 LocaModa 26 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

CONNECTOMETER"

MULTI-CHANNEL INTERACTIVITY"75% Venue Msgs via Social Nets x 120 Avg Social Graph x 5% Social Net Response = 540,000*** Additional Interactions!

*** See Comparative Network Value Chart and Assumptions/Sources"

© 2010 LocaModa 27 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

COMPARATIVE NETWORK VALUE!

© 2010 LocaModa 28 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

ENGAGEMENT IS CROSS-CHANNEL!

MOBILE!

SOCIAL!

LOCAL!

CROSS-CHANNEL ENGAGEMENT! CROSS-CHANNEL ENGAGEMENT!

CR

OSS-C

HA

NN

EL ENG

AG

EMEN

T!

SPECIAL �OFFER! �

SPECIAL �OFFER! �

© 2010 LocaModa 29 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

SCREENS NEED TO REACH MILES "(NOT FEET)"

DIGITAL OUT-OF-HOME NETWORKED SCREEN!

FEET!

MILES!

PEOPLE ON-LINE - FOLLOWERS,

FANS, ETC!

MOBILE CLICK! WEB CLICK!

PEOPLE IN VENUES!

© 2010 LocaModa 30 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

EXAMPLE 1: VANS “BEHERE” Global campaign for Vans, enabling photos, text messages !

connected to Facebook, Twitter, Vans.com and Times Square.!

© 2010 LocaModa 31 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

EXAMPLE 2: TOSCANINI’S Twitter, Foursquare, Text-messaging – enable venue marketing, engagement with patrons

online and in venue, reduction of perceived wait time and interactive ads.!

© 2010 LocaModa 32 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

WEBSITES & SOCIAL NETWORKS TV BARS

ALL SCREENS ARE CONNECTED DIGITAL BILLBOARDS CAFES & RESTAURANTS CONCERTS & EVENTS

© 2010 LocaModa 33 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

Your network has a real time connection to web (10 Points) Dynamic media supports local/topical tags (10 Points)

Media is multi-network (10 Points) Mobile is more than a text message CTA (10 Points) Screens react (interact) in real time to end users (10 Points) Localized media is updated in real-time (10 Points) You measure real-time user interactions (10 Points) You attract interactive media budgets (10 Points) You embrace open standards (10 Points)

YOUR CONNECTIVY SCORE?

Media is multi-channel – Web/Mobile/DOOH (10 Points)

© 2010 LocaModa 34 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

RECOMMENDED

Did You Know 3.0 Official Video 2009 Edition – Youtube

What The F**K Is Social Media. Marta Kagan, Slideshare.net

Increasing the Value of a Digital Out of Home Network Via Metcalfe’s Law. Stephen Randall, LocaModa.com

The first 5,000 days of the web, and the next 5,000: Kevin Kelly on TED.com

Series of 4 White Papers on Interactive/Social Technology in DOOH. Stephen Randall, LocaModa.com

Twitter on Place Based Screens. Why It’s Not So Simple. Jacob Elder, LocaModa.com

© 2010 LocaModa 35 5th Annual Digital Signage Content Strategies Summit – April 13th 2010

www.twitter.com/stephenrandall

srandall@locamoda.com

THANKS!!