1) LocaModa is a place-based social media company that helps locations and brands engage audiences across multiple screens including outdoor, mobile, and online screens. 2) They reach over 100 million people monthly through partnerships with over 15,000 locations and have worked with brands like Ciroc Vodka, ESPN, and the Black Eyed Peas. 3) Effective cross-channel engagement requires considering mobile behavior before technology and using mobile to bridge intent-based discovery on private screens and context-based discovery on public screens.

1. ENGAGING WITH MOBILE CONSUMERS IN A MULTI-SCREEN WORLD CEO: Stephen Randall MOBILE: +1 781 888 1417 EMAIL: srandall@locamoda.com TWITTER: stephenrandall

3. SOME OF THE BRANDS & AGENCIES WE’VE HELPED

4. TIMES SQUARE NEW YEAR’S EVE 2010 (CIROC VODKA)

5. ESPN UK AUG 2010

6. BLACK EYED PEAS, CENTRAL PARK, NYC, SEPT 2011

7. SOUTH PARK NEW SEASON – TIMES SQ OCT 2011

8. TREAD CAREFULLY!

9. MOBILE IS OFTEN LIPSTICK ON A PIG

10. 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…

11. 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”

12. Public Spaces Events Retail Networks Bar, Café, Restaurant Networks TODAY DISCOVERY IS INTENT OR CONTEXT Brands and Advertisers 1 way 2 way PRIVATE SCREENS: DISCOVERY VIA INTENT PUBLIC SCREENS: DISCOVERY VIA CONTEXT On-line Audience

13. 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 PRIVATE MOBILE SCREENS: DISCOVERY VIA INTENT & CONTEXT 2 way 2 way 1 way 2 way On-line Audience Mobile Audience

15. FAME FUN FORTUNE CROSS-CHANNEL ENGAGEMENT CROSS-CHANNEL ENGAGEMENT CROSS-CHANNEL ENGAGEMENT THE 3 Fs OF CROSS CHANNEL ENGAGEMENT SPECIAL OFFER! SPECIAL OFFER!

16. 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

17. SUMMARY – IN A NUTSHELL 1) ALL SCREENS ARE (OR SOON WILL BE) CONNECTED. - DESIGN SCREENS THAT REACH MILES NOT FEET 2) MOBILE BEHAVIOR COMES BEFORE MOBILE TECH - BEWARE BS! DESIGN/PLAN FOR DWELL TIME + AND PLACE IN UX 3) USE MOBILE AS BRIDGE BETWEEN INTENT & CONTEXT - E.G. DOOH FOR CONTEXT, MOBILE/PC FOR INTENT These slides and other papers: www.slideshare.net/srandall

18. THANK YOU FOR YOUR TIME. ANY QUESTIONS? STEPHEN RANDALL MOBILE: +1 781 888 1417 EMAIL: srandall@locamoda.com TWITTER: stephenrandall Copyright © 2011 LocaModa Inc.