The document discusses how Facebook uses algorithms like Edgerank to determine what content to show users. It favors content from pages the user interacts with regularly and friends. It also considers things like past user reactions and whether fans have "unliked" a page after certain posts. The document then provides tips for boosting Facebook posts, including using photos, short text, asking questions, and providing resources to users. It also discusses using Facebook's targeting options to choose which people see boosted posts.

18. Social Customer

19. The Customer Decides
What You Get To Tell Her

21. You Pay To Be Social

22. Clearing the air…
• Is Facebook going away? No.
• Is it changing? Yes.
• Is it a closed platform? Yes.
• Is it a pay to play game? Yes… but it is the most
targeted type of advertising you can get your
hands on.

23. Why did it change?
• Facebook is smart. While it continues to
monetize, it’s still built for the average user.
• Would you watch TV that had one minute of
ads for every minute of programming? No.
This is what was happening with Facebook.

24. So they changed it.
• Now only the most relevant posts are shown
to users.
• Do you see ads for pages you never interact
with now? No. (You would know if you did.)
• So how do they determine what gets shown?

25. Meet Edgerank
• Think of Google (PageRank). The platform uses
your own data (what you search, how you
search, where you’re located, what you view,
how long you view it), and uses it to display
relevant pages.
• Facebook is doing the same for brands.

26. What it does
• Edgerank takes the following into account:
– What do you like?
– Who do you interact with?
– Who do you influence?
– What are you likely to click on?
– Who are your influential friends?
– What do your friends like?

27. It also takes into account past reviews
• Have people “hidden” that post?
• Have fans unliked a page as a result of
that post?
• Have fans had a negative reaction to
posts like it?
• If so, you’re not going to see it.

28. So how do you play the game?

29. Boosted Posts

31. Boosted Posts Targeting
People who like your page
People who like your page and
their friends

32. People
You
Choose
Through
Targeting

35. What Works?
• Photos garner the most interaction
• Short, 1-2 sentence posts
• Asking for opinions
• Ask for the “like” once every other week
• Providing a resource (update them with info,
deadlines, etc.)

39. (& everything else)
Are gulping more than reputation

40. Review sites are more than…
OR
They have authoritative power.

41. If you are Ms. Jones, who are you choosing to visit?

43. The Shopping Experience
Need
Review
Purchase Research

44. Until 1995
Need
Review
Purchase Research

45. 1995-2005
Need
Review
Purchase Research

46. 2005-Now
Need
Review
Purchase Research

47. The Key Differences?
1. Just because we did it right
the first time doesn’t mean
she will keep coming back
2. Every new purchase is a new
cycle. There is no loyalty in big
ticket items.

48. These sites are getting people
0
7217
10000
20000
Totals
C
B
A
817
267
310
2109
7243
16569
240
Profile Visits
Site Visits

50. The question isn’t how do we get
reviews… it’s how do we convert her?

51. Ms. Jones goes to what is safe…
YOU
>
>

52. Having our retail store here is a win…

53. Why do we ignore these?

54. 4 major reasons

55. VOID to $$$

61. MATCH THE EXPERIENCE
=

63. WHO AM I?
 13 years retail experience
 9 years leadership
experience
 6 years in commercial sales
 3 years in marketing

64. AFFORDABLE TECH
Two Key Focus Points Today

65. DIGITAL SIGN PLATFORMS
Two Platforms to Choose From
 PC
 Solid-state

66. PC PLATFORM PROS
1. Familiar OS & Hardware
2. Powerful processing
3. Supports wide variety of media including HTML & Flash
4. Wide range of
software/networking
solutions from which to
choose
10
8
6
4
2
0
-2

67. PC PLATFORM CONS
1. Unreliable
2. Expensive
• OS & software license fees
• Components
• Maintenance
3. OS not built for
digital signage
4. Requires IT support
5. Difficult deployment
& integration
10
8
6
4
2
0
-2

68. SOLID-STATE PLATFORM PROS
1. Highly reliable
2. Purpose-built OS dedicated to digital signage
3. Easy to use, install & manage
4. Robust, flexible and advanced capabilities that now meet and
exceed what PC’s offer (Powerful video engine, Live HDTV)
5. High performance and
processing power
6. Growing content support
– HTML5
7. Supports open standards
8. Energy efficient
10
8
6
4
2
0
-2

69. SOLID-STATE PLATFORM CONS
1. Local storage limited to SD/USB memory
2. Some advanced customization
requires scripting
3. Limited hardware
expansions
10
8
6
4
2
0
-2

70. THE RESULTS
10
8
6
4
2
0
-2
Solid-state
PC

71. RELIABILITY
Solid-state wins in Reliability every time
 Solid-State – 99.99% up-time
 PC – 5-10% failure rate

72. RELIABILITY, FEATURES & FLEXIBILITY
…spells success for every market application

73. PLATFORM TECHNOLOGY CAN MAKE
OR BREAK A DIGITAL SIGN
 While content is king, the platform technology is
ultimately behind a successful digital sign implementation

74. DIGITAL SIGNAGE IN RETAIL EXPERIENCES
Sophisticated features that get results
 Elevate branding and grab attention with 4K
content and multi-screen displays - add synchronized
audio and lighting for a totally immersive experience
 Engage visitors with interactivity using buttons,
touch screens, etc. as well as Live HDTV – shoppers
that engage are more likely to purchase
 Increase sales with targeted promotions that can be
scheduled or changed on the fly
 Create a memorable, fresh experience by utilizing
leading-edge content, social media and live feeds
 Reduce costs and increase reliability by
implementing a non-PC highly reliable solid-state
solution with low power requirements
Native 4K BrightWallTM
Live HDTV Swipe
BrightSign Networking
App
HTML5
Live Feeds

75. WHY MAJOR RETAIL BRANDS CHOSE
BRIGHTSIGN
 Stellar media quality from Full HD, dual video decoding to
HTML5 and Live HDTV
 PC-class featured, yet highly reliable and stable
 Versatile platform that continues to deliver new features
 Very cost effective
LifeProof: 1600 units in
Best Buy
GoPro
• 35,000+ unit
installs in Best
Buy, REI, Target,
Sports shops
Contour: 600+ units in
Best Buy, REI
Roku
• 1000+ unit
installs
DROID
• 600+ unit
installs in
VZW stores
LG
• 1100+ unit
installs

76. RETAIL BRANDS USING BRIGHTSIGN
Major retailers using BrightSign for promotions,
merchandising and branding

77. FEATURES
BrightSign offers all the features you’ll ever need!
Powerful Live TV HTML5 Touch/Swipe
Zones UDP Control
Interactivity RSS/Social
Geo-Fencing
Video Walls
Live Text IP Streaming
Media Feeds
Networking
Video Engine

78. BRIGHTSIGN FEATURES
Zones
Playback multiple content types and multiple videos on a single screen using
zones – even play video and audio playlists independently from a single player.
Video Walls
Synchronized playback between multiple video displays including non-standard
display shapes and mixed screen orientation can be coordinated with lighting
systems and music for engaging experiences.
Interactivity
Trigger playback from virtually any type of interactive device including barcode
scanners, motion sensors, RFID, GPIO, USB button controls, touch screens,
mice and much more!
UDP Control
Interact with signage via mobile devices, deliver emergency messaging,
integrate with databases, show controllers, etc.
RSS & Social Media Feeds
Live RSS, Twitter and Flickr feeds can be displayed to link your signage to
literally any RSS data feed available.

79. BRIGHTSIGN FEATURES
Live Text
Live Text fields can be integrated anywhere in your presentation to
instantly update content without republishing the entire presentation.
Perfect for menu board pricing, waitlists, transportation schedules and
more!
Geo-Fencing
Play content targeted to the current location of your moving digital
signage! Simply install a GPS dongle in the BrightSign USB port, identify
your geo-coordinate using Google maps, assign an interactive playlist to
the geo-fenced area as a trigger event, and go!
IP Streaming
Connect to streaming media sources including IP cameras to play Full HD
video and audio in full screen or zoned layouts.
Networking
BrightSign’s multiple networking options make it easy to update content,
playback live content, monitor and manage your digital signs remotely.

80. BRIGHTSIGN XD, PC-CLASS FEATURES
Powerful Video Engine
Advanced video decoding engine with superior scaling technology that
delivers pristine 1080p60 video and supports 3D content. The video
engine is capable of decoding two 1080p60 videos or several lower-resolution
videos simultaneously, and very high-speed image playback.
Live HDTV
The BrightSign XD1230 model can play Live HDTV using an ATSC/Clear
QAM tuner or HDMI input. The ATSC tuner can play cable TV* or closed
circuit TV broadcasts. The HDMI Input plays any broadcast content –
even protected HDCP content.
HTML5
With HTML 5 support in all BrightSign XD models, web designers can
easily build engaging content using familiar development tools they
know well.
Touch & Swipe
BrightSign’s usual touch screen interactivity is enhanced with the
popular “swipe” gesture control.
* DVB is not supported

81. EXAMPLES

82. EXAMPLES

83. FLEXIBILITY
Free BrightAuthor Software for easy
creation, publishing & management of presentations
 FREE. All BrightSign products come with a free PC software application
for easy creation, publishing and networking of digital signs.
 Create. Design full-screen or multi-zone presentations and build looping
or interactive playlists.
 Publish. Build a complete presentation packet including content,
playlists and controls ready to successfully playback on BrightSign.
 Network. Send published presentations over a network and enjoy an
intuitive network management interface.

84. BRIGHTSIGN NETWORK
Secure and scalable cloud-based digital signage network
 A subscription service that delivers the complete infrastructure to
serve, manage and support your network
 Frees you from the complexities of hosting and maintaining your
own network
 BrightSign Network provides you with the tools and interface to:
 Distribute presentations
 Monitor the activity and status of displays
 Assign user roles and permissions from a remote location
 Perform network administrator functions
 Manage networked players

85. BRIGHTSIGN NETWORK FEATURES
Permission-based accounts put you in control
Secure, Scalable Hosted Service
 Provides strong, reliable security using standard web technologies and is
scalable to any size network
Flexible Remote Access
 Manage your BrightSign Network remotely with permission-based access
 Access your network via BrightAuthor or the Web-based user interface –
accessible from any Internet connected PC or Mac
Network Monitoring-Only Solution
 Optional BrightSign Network
solution that provides view-only
access to your network health
with the option to purchase
content updates as needed

86. BRIGHTSIGN NETWORK ACCESS
Flexible options for remote access to BrightSign Network
Web UI
 Accessible from any Internet
connected PC or Mac
 Create user accounts, set user
roles and permissions
 Manage and monitor networked
displays
 Perform basic presentation
creation functions including
dynamic and looping playlists
 Create and host Live Text feeds
 Publish and schedule
presentations
BrightAuthor
 PC-based software application
 Manage and monitor networked
displays
 Setup networked BrightSign
units
 Perform all presentation
creation functions
 Publish and schedule
presentations

87. PRODUCT LINE
Three new models with PC-class performance.
One model offering advanced Live HDTV capabilities.

88. BRIGHTSIGN XD MODELS
Exceptional performance. Engaging sophistication.
XD230 Networked Player
Powerful video engine capable of dual Full HD 1080p60
decode and simultaneous content playback from local,
networked and streaming sources. Abundant content support
including HTML5 and 3D content. And UDP network control
for messaging between BrightSign and third-party devices.
XD1030 Networked Interactive Player
All the features of the XD230 plus S/PDIF output for pure
digital and surround sound audio, and a diverse range of
interactive controls such as GPIO, serial, USB, UDP and
mobile devices for engaging interactive displays.
XD1230 Networked Interactive Player with
Live HDTV
Includes all the features BrightSign offers plus Live video
playback, to play content from any broadcast channel (even
HDCP-protected content) via the HDMI input or the
ATSC/Clear QAM tuner.

89. MORE THAN JUST A MEDIA PLAYER
Models are packaged for specific applications so you pay
only for the features you need
$210 $362 $482
Introducing BrightSign 4K
Native 4K, H.265, 10-bit video at
60fps via HDMI 2.0

90. MERAKI

91. FOOD FOR THOUGHT
• Lets you support secure guest
access from the same network
you use to run the business. Retail
analytics give you insight into
your customers, including their
devices, applications, and content
that they access.
• Devices are centrally managed
over the web, so you don’t need
on-site IT staff. Managing 2000
stores is as easy as managing 2.
• Integrated firewall segregates
non-privileged traffic from
cardholder data, allowing
applications like guest access and
BYOD while maintaining PCI
compliance. Built-in compliance
checking validates compliance at
each of your sites.
• Do you offer guest WiFi at your
stores? Would you like to show
customized splash pages? Do you
know what websites your
customers typically visit, and
what devices they use?
• How many locations do you have,
including stores, warehouses, and
offices? How are you managing
the wireless, security, and
switching across these locations?
How do you deploy across these
locations?
• How do you make sure your
network is PCI compliant? Do
you have any plans to deploy
mobile point of sale?

92. PUTTING IT INTO PERSPECTIVE
• Think about this, when is the last time you saw:
– An empty Starbucks
– An empty Panera
– How many people do you see using WiFi on a plane?
– WiFi is the new drug of Millenials
– How many times have people come to your house and asked for WiFi log-in?
– WE CRAVE IT

93. IS YOUR NETWORK FACING
CHALLENGES?

94. CLOUD MANAGED SECURITY APPLIANCES
 Decreases operational costs (deployment and ongoing maintenance)
 Next gen firewall & Layer 7 security in a single appliance
 Simplified Management
 Wireless access points, switches, and security appliances are optimized for single or multiple
retail locations
 PCI-compliant architecture, supporting mobile POS and guest Wi-Fi on the same platform
 Built-in centralized management through web-based dashboard
 Auto VPN connects remote sites securely, without administrator intervention
 Self-provisioning security appliances automatically download policies and configurations
from the cloud - enabling branch deployments without on-site IT

95. Secure, branded guest wifi
• Improve shopper experience with WiFi access
• Built-in firewall provides guest access securely isolated from
your network
• Customize shopper experience with branded splash pages
• Empower shoppers to check in-store or online inventory and
receive suggestions based on product interest
• Social media integration expands customer experience and
awareness

96. SECURE, BRANDED GUEST WIFI

98. CLOUD NETWORKING FOR RETAIL
Presence Analytics increase Foot Traffic
• Tracks non-associated WiFi clients to derive foot traffic data
• Provides useful information on behavior for marketing and business intelligence
teams
Retail Analytics increase Foot Traffic
• Tracks passerby’s, visitors, connected shoppers
• Tracks Loyalty: repeat vs. new visitors, repeat rate
• Understands Dwell Time
Targeted Shopper Engagement increase Basket Size
• Real-time API exports analytics intelligence
• 3rd Party Partners use Analytics for Targeted Couponing
• Mobile Engagement Experience with retail aps
WiFi with Facebook Login increase FB Check In’s 3X-5X
• Users ‘check-in’ on Facebook Page during WiFi sign-on
• Deliver social WiFi experience driving brand visibility
• Route Users to FB Content: Coupons, Videos, etc
• Receive User Demographic Analytics from Facebook

99. PRESENCE ANALYTICS

100. DYNAMIC RETAIL ANALYTICS
Presence Analytics
• Tracks non-associated WiFi clients to derive foot traffic
data
• Provides useful information on behavior for marketing
and business intelligence teams
• Measure presence by tracking the number and types of
connected clients
• Customize sign-on splash pages
• Drive store visits through targeted, timely offers to mobile
devices
• Increase foot traffic and lengthen dwell time with in-store
mobile customer engagement
• Identify client shopping trends by analyzing user web traffic
WiFi with Facebook Login
• Users ‘check-in’ on Facebook Page during WiFi sign-on
• Deliver a social WiFi experience for users and drive brand
visibility
• Provides more granular demographic
data:
• Age, Gender, City & Language

101. PRESENCE ANALYTICS
Increase customer engagement, close rates, and sales!
• Meraki access points collect information from nearby smart devices, enabling location-based
analytics.
• MAC addresses identify returning visitors, probe requests establish visit duration, and
received signal strength indicator (RSSI) information are used to distinguish passers-by
from visitors.
• The Meraki dashboard presents location-based performance indicators including capture
rate, median visit length, repeat visit rate, total number of visitors, and total visits for a
given site.
• Use the insights gleaned from Presence data to better engage customers, increase
retail store traffic, and drive revenue.

102. PRESENCE ANALYTICS

103. PRESENCE ANALYTICS

104. PRESENCE ANALYTICS

105. FACEBOOOK LOGIN

106. FACEBOOK LOGIN

107. PRESENCE – CASE STUDY
PGA Super Stores – PGA’s official golf merchandise retailer
How did PGA SuperStores use Presence?
– Use Presence page to quantify foot traffic in and out of store
– Saw a high repeat visitor rate and dwell time – realized that most customers are existing customers
– Rolling out splash page next year which will tie ‘Player Club Account’ to customer MAC address
Used Presence to understand user behavior, rolling out customer engagement platform

108. PRESENCE ANALYTICS ENHANCEMENTS – HEAT
MAPPING
• New Mobility Feature which identifies & tracks customers movement throughout
a store
• Dynamic Heat maps with visual replay of foot traffic by heat map concentration

109. MANAGE FROM TABLET OR PHONE

110. MERAKI ROI
Cost
Current Close
Rate
Increased
Close Rate
Total
Transactions
Avg Order $ 1 Year ROI
$6,000 39% 1% 7,098 $1,400 $93,372*
ONE YEAR RETURN ON
INVESTMENT
*Based on MX-60, 5 Year Advanced License, 4-MR 18 AP’s, and basic installation.

113. Staffing & Recruitment
Promotional Offers/Tactics
Specialty Competition
Websites

121. Listings: The Network

122. Listings: Yahoo!
External Links
Fast Updates
Review Alert
Photo Gallery
Core Geodata
Clickable Featured Message
Business Descriptions
Hours of Operation
Categories
Payments Accepted
With news, reviews, ratings, driving directions, and interactive
maps, the multi-faceted Yahoo! assists over 150 million people
in finding local businesses and services
Video
Analytics

123. Listings: Bing
Get with Bing: Over 150 million
unique users are searching for
local businesses and services
every month
Core Geodata
Hours of Operation
Business Descriptions
Photos
External Links

124. Core Geodata
Categories
Clickable Featured Message
Calendars
Products & Services
Bios
Menus
Analytics
Photo
Business Descriptions
Quick Updates
Hours of Operation
27 million drivers trust
MapQuest to get them
where they’re headed.
Up your presence with
MapQuest and tailor your
content to stand out from
the competition
Routable Lat/Long
Lat/Long Address
Payments Accepted
External Links
Listings: MapQuest

125. Trusted Name in Local Search -
Help Superpages users find
your locations with detailed
information and rich content
so your business stands out
Photo Gallery
Listings: Superpages
Video
Core Geodata
Clickable Featured Message
Business Descriptions
Categories
Hours of Operation
Payments Accepted
Review Alert
Real-Time Updates
External Links
Analytics

126. Social: Foursquare
Core Geodata
Where 45 million customers
find places they love
Payments
Foursquare Special Offer Integration
Real-Time Updates
Tip Alerts
Respond to Tips
Track Swarm check-ins
Lat/Long
Categories
Hours

127. Improve your exposure
and Google presence
Social: Google+
Review Tracking
Posting
Comment from platform

128. Social: Reviews
Customer reviews
across the web in real
time
Notifications
Review Share
Review Search
Exports
Global Review Monitoring on most
Network sites, including Google+

130. Exclusive access to metrics
to measure KPIs in real time,
and at scale
Metrics to optimize your campaigns
Isolate sources that matter most
Advanced filtering
Track active and passive customer engagements
Analytics

131. Analytics: Dashboard
Site-Specific Reporting
Tools for isolating data for
your program
Saved Reports
Filter by Time
Filter by Location
Report Notification
Display for Folders
Display for Time
Report Builder
CSV Report
Pin Reports
Data Visualization
Optional Retail 4-5-4 Calendar

132. Why R&A verses Yext directly?
1.We have negotiated to give you the power-listing
price which is less than you could
buy off the street
2.The only way R&A can effectively manage
these properties is to have one master
login that we can control

133. How will this program enhance my advertising
and ultimately my sales efforts?
1. It is another vehicle for promoting the message we are trying
to get out to the audience. The more possible touch points,
the more potential for a sale.
2. Every day we are losing traffic to these sites and not giving
ourselves a chance to utilize that traffic for a sale.
3. Having these sites controlled and managed helps improve
the overall organic ranking for your site due to back-linking.

134. PRICING
$75 per month for any single store location
An additional $50 per month for the
additional store locations
4 stores would be a total of $250 per
month
8 stores would be $450 per month
12 stores would be $650 per month