DSE2011 Presentation S29

S29 - Using Mobile, Touch and Other Interactive Technologies to Validate User Engagement and Campaign Effectiveness The 10 Biggest Problems and Solutions for DOOH Networks Flirting with Social Media and Mobile Applications CEO: Stephen Randall MOBILE: +1 781 888 1417 EMAIL: srandall@locamoda.com TWITTER: stephenrandallCopyright © 2011 LocaModa Inc. Place-Based Social Media

In this session, you will learn:" 1. How to avoid getting the same war wounds as the many who have gone before you." 2. How to choose effective solutions and how not to get seduced by the latest technology unless it actually addresses real business problems." 3. How to decide what you want to buy and what you want to build.Copyright © 2011 LocaModa Inc. Place-Based Social Media

SOCIAL MEDIA IS NOT A FADIn the average 20 minutes (2010): !15+ Million Facebook posts!10+ Million Facebook Comments2+ Million Facebook Photos!AllFacebook.com!Social networking site usage grew88% among Internet users aged55-64 between April 2009 and May2010 (Pew Research)! Copyright © 2011 LocaModa Inc.

SOLUTION: EXTEND REACH TO CONNECTEDAUDIENCE & INCREASE NETWORK VALUE Connecting people in places to people on social networks, helps all destinations (on and off line) be engaging.!Copyright © 2011 LocaModa Inc.

CLEANING WEB CONTENT FOR DOOH…Fear of social media is a poor EXCUSE for notdeploying it. Moderation tools are effective andinexpensive (typically less than 5% of mediabudget). CHECK LIST:• Scalable Real time, Extensible, Conﬁgurable• Filters and “not tags” Not just for abusive language, but also undesirable brands, competitors etc• And remove unwanted links They don’t work on DOOH screens!Copyright © 2011 LocaModa Inc.

PLACE-BASED SOCIAL MEDIA TYPES Average Number of DOOH Audience Interactions" INTERACTIVE! 2 •  Interactive Place-Based Social Media displays real- time contextual, targeted, curated, social media on DOOH screens with a call ACTIVE! to action.! •  Active Place-Based Social •  DOOH screens can be Media displays contextual, influenced by audience in targeted, curated, social real time.! " media on DOOH screens •  Can be operated by DOOH with a call to action.! networks of with real-time •  DOOH screens can be Internet connectivity.! influenced by audience but NOT in real time – either 1" due to limitations of PASSIVE! infrastructure or time •  Passive Place-Based required by brands/venues to Social Media displays ensure content is adequately contextual, targeted, filtered, moderated and/or " curated, social media curated.! on DOOH screens •  Can be operated by DOOH without a call to networks with minimum action.! Internet connectivity.! •  DOOH screens cannot " be influenced by audience.! •  Can be operated by DOOH networks of any capability.! Minimum DOOH Time To Engage (Seconds)" 0 15  " 30 60 "Copyright © 2011 LocaModa Inc.

UX MAPS TO CHANNELS Average Number of DOOH Audience Interactions" INTERACTIVE! 2 Engagement" Path" ACTIVE! BARS, EVENTS, STADIUMS" " CAFES, RESTAURANTS, HEALTH CARE, CINEMAS, FITNESS, EDUCATION, 1" PASSIVE! AMUSEMENT PARKS, CASINOS, WAITING ROOMS " " SUPERMARKETS, PHARMACIES, MALLS, RETAIL STORES, SALONS, WAREHOUSES" " OUTDOOR, TRANSPORTION, CORPORATE, GAS STATIONS, CONVENIENCE STORES" Minimum DOOH Time To Engage (Seconds)" 0 15  " 30 60 "Copyright © 2011 LocaModa Inc.

STAGES OF ENGAGEMENT Average Number of DOOH Audience Interactions" INTERACTIVE! 2 Reaction" ACTIVE! Screen Updates" " Receive Response" 1" PASSIVE! Send Message" Start to Participate" " Whatʼs In It For Me?" " Recognize Ability To Participate" Minimum DOOH Time To Engage (Seconds)" 0 15  " 30 60 "Copyright © 2011 LocaModa Inc.

LOCALIZED FEATURES 30-60% increase in check-ins when displayed clearly at venue.! Tips need to be curated/ moderated (i.e. do not show specials for places nearby!)! Highlighted elements Web streams (e.g. Twitter) Dynamically display display localized tags/ do not have urls (which and update venue sources and encourage canʼt be clicked by OOH marketing participation. audience).Copyright © 2011 LocaModa Inc.

VALUE PROPOSITION Location owners need customer focused solutions: • Engagement • Localized services • Sales • Loyalty/Lead Gen Digital place-based networks Agencies/Brands need need audience focused solutions: audience focused solutions: • Engaging content • Brand/product engagement • Easy management of local content • Cross channel reach • Advertising Revenue (if an ad network) • Effective/measurable campaigns • Measurement (if an ad network) • Media that’s easy to buy/measureCopyright © 2011 LocaModa Inc.

#8 DISCOVERY Bar, Café, Retail Networks Public Spaces Events Restaurant NetworksPUBLIC SCREENS On-line Mobile (DISCOVERY VIA Audience AudienceMOBILE CONTEXT) PRIVATE SCREENS Brands and (DISCOVERY VIA Advertisers INTENT) Copyright © 2011 LocaModa Inc.

TOP 10 PROBLEMS FOR SOCIAL/MOBILE DOOH#1 CONNECTED AUDIENCED#2 DISCONNECTED NETWORKS#3 LIPSTICK ON A PIG#4 FEAR OF SOCIAL MEDIA#5 ONE SIZE DOESN’T FIT ALL#6 MOTIVATING THE END USER#7 LOVE THY VENUE#8 DISCOVERY#9 I SELL WHAT I SELL#10 WHOSE BUDGET IS IT ANYWAY? Copyright © 2011 LocaModa Inc.

FREE WHITE PAPERS & PRESENTATIONSLOCAMODA.COM&SLIDESHARE.NET/SRANDALL !Thanks for your time! !Contact Stephen Randall, CEO! Cell 781 888 1417 Email: srandall@locamoda.com twitter.com/stephenrandall twitter.com/locamodaCopyright © 2011 LocaModa Inc.

DSE2011 Presentation S29

by Stephen Randall

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