Randall -- Mobile Super Forum

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  • 1. ENGAGING WITH MOBILE CONSUMERS IN A MULTI-SCREEN WORLD CEO: Stephen Randall MOBILE: +1 781 888 1417 EMAIL: srandall@locamoda.com TWITTER: stephenrandall
  • 2. 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).
  • 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
  • 14. 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 Average Number of DOOH Audience Interactions 0 1 2
    • 30 60
    ACTIVE Engagement Path CONTEXT & UX MAPS TO CHANNELS
  • 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.