Interoperability with Mobile and Social MediaSuccessful Multi-Channel Campaigns with Digital Out-of-Home Media

1. Interoperability with
Mobile 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 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 1

2. “
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 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 2

3. MY GOAL TODAY…
Demonstrate how the impact
of mobile + social technologies
will make or break your business. !
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 3

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

5. AND IN FEBRUARY 2010 ALONE…"
1.5 billion Tweets on Twitter"
12.2 billion YouTube video views!
20 billion Facebook posts shared!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 5

6. BUT THIS IS NOT ABOUT TWITTER!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 6

7. ITʼS NOT ABOUT FACEBOOK!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 7

8. AND ITʼS NOT ABOUT MOBILE!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 8

9. ITʼS ABOUT CHANGING FROM THIS…!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 9

10. TO THIS!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 10

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

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

13. YOU KNOW THE STORY…!
Open"
Real-Time"
Connected"
Cross Channel"
Cross Platform"
User-Generated Content"
Web as Platform"
Personalization"
Collaboration"
Mobile"
Trust"
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 13

14. IMPRESSION / PASSIVE /
PUSH / MONOLOGUE /
REACTIVE / ON-DEMAND /
PULL / USER-INFLUENCED /
ACTIVE / REAL-TIME /
CONNECTED / DIALOGUE /
INTERACTIVE / USER
GENERATED / EXPRESSION
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 14

15. ITʼS ABOUT BEING CONNECTED!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 15

16. WHERE IS THIS?"
CLUE: "
This isnʼt a
teen audience!!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 16

17. ANSWER: PRESIDENT
OBAMAʼS INAUGURATION"
CLUE: "
This isnʼt a
teen audience!!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 17

18. YOUR AUDIENCE IS CONNECTED"
BUT ARE YOU CONNECTED TO THEM?"
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 18

19. METCALFʼS LAW!
THE VALUE OF A NETWORK IS
PROPORTIONAL TO THE SQUARE OF
ITS CONNECTED USERS"
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 19

20. DOOH NETWORKS
DO NOT LEVERAGE
THEIR POTENTIAL
NETWORK EFFECT
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 20

21. DIGITAL!
OUT OF!
HOME!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 21

22. DIGITAL!
CONNECTED!
FRICTIONLESS!
BITS!
COMPUTER! DYNAMIC!
SPEED! MEASURABLE!
DATA!
WEB!
INTERNET!
FRICTIONLESS!
INTERACTIVE!
NETWORKED!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 22

23. STANDARD DOOH NETWORK"
Model: 1,000 Venues x 1,200 People/Month x 50% Noticing = 6,000,000 Audience per Month!
CONNECTOMETER"
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 23

24. SINGLE NODE INTERACTIVITY"
1,200 People/Month x 50% Noticing x 2% Response = 120 Interactions* per Venue/Month!
CONNECTOMETER"
* Interactions at a venue are displayed ONLY on that venueʼs screens"
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 24

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

26. MULTI-CHANNEL INTERACTIVITY"
75% Venue Msgs via Social Nets x 120 Avg Social Graph x 5% Social Net Response = 540,000*** Additional Interactions!
CONNECTOMETER"
*** See Comparative Network Value Chart and Assumptions/Sources"
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 26

27. COMPARATIVE NETWORK VALUE!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 27

28. ENGAGEMENT IS CROSS-CHANNEL!
SOCIAL!
NT!
SPECIAL
CRO
SS-
CHA EME
GAG
OFFER!
NNE N
CROSS-CHANNEL ENGAGEMENT!
LE ELE
NGA
GEM CH ANN
ENT SS-
! CRO
MOBILE! LOCAL!
SPECIAL
OFFER!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 28

29. SCREENS NEED TO REACH MILES"
(NOT FEET)
"
MOBILE CLICK! WEB CLICK!
MILES!
FEET!
DIGITAL OUT-OF-HOME
NETWORKED SCREEN!
PEOPLE ON-LINE
PEOPLE - FOLLOWERS,
IN VENUES! FANS, ETC!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 29

30. EXAMPLE 1: VANS “BEHERE”
Global campaign for Vans, enabling photos, text messages !
connected to Facebook, Twitter, Vans.com and Times Square.!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 30

31. EXAMPLE –2: TOSCANINI’S with patrons
Twitter, Foursquare, Text-messaging enable venue marketing, engagement
online and in venue, reduction of perceived wait time and interactive ads.!
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 31

32. ALL SCREENS ARE CONNECTED
DIGITAL BILLBOARDS
CAFES & RESTAURANTS
CONCERTS & EVENTS
WEBSITES & SOCIAL NETWORKS
TV
BARS
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 32

33. YOUR CONNECTIVY SCORE?
Your network has a real time connection to web (10 Points)
Dynamic media supports local/topical tags (10 Points)
Media is multi-channel – Web/Mobile/DOOH (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)
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 33

34. RECOMMENDED
Did You Know 3.0 The first 5,000 days of
Official Video 2009 the web, and the next
Edition – Youtube
5,000: Kevin Kelly on
TED.com
Series of 4 White
What The F**K Is Social Papers on Interactive/
Media. Marta Kagan, Social Technology in
Slideshare.net
DOOH. Stephen
Randall,
LocaModa.com
Increasing the Value of Twitter on Place Based
a Digital Out of Home Screens. Why It’s Not
Network Via Metcalfe’s So Simple. Jacob Elder,
Law. Stephen Randall, LocaModa.com
LocaModa.com
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 34

35. THANKS!!
www.twitter.com/stephenrandall
srandall@locamoda.com
© 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 35