Screenmediaexpo keynote may_2011
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Screenmediaexpo keynote may_2011

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KEYNOTE (ScreenMediaExpo 2011): If your digital screens’ message cannot reach more than 20 feet, who cares?...

KEYNOTE (ScreenMediaExpo 2011): If your digital screens’ message cannot reach more than 20 feet, who cares?

In an ever more connected world, marketers must reach their customers/audiences across multiple channels, devices and platforms.

As if this wasn’t challenging enough, the consumer no longer tolerates pushed messages or one way communications with brands. Instead, the consumer has the remote control (aka a phone) and shapes a dialogue with brands via Likes, Comments, Friends and Fans.

How can Digital Place Based-Screens better connect and foster these dialogues to deliver value to venues and consumers?

Stephen will use case studies that reveal lessons and best practices from the multiple perspectives of brands/advertisers, location owners/managers and digital out-of-home network owners.

Learning outcomes:

Stephen's keynote will provoke the critical questions for anyone in a DOOH business and suggest a path to a more connected DOOH strategy.

How to leverage location-based services to service locations (sounds obvious, but is it?)
Why a failure to understand the impact of social media could cost you your business.
In a fast moving mobile and social technology landscape, should you build or buy your solutions?

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Screenmediaexpo keynote may_2011 Presentation Transcript

  • 1. IF YOUR DIGITAL SCREENS’ MESSAGE CANNOTREACH MORE THAN 20 FEET, WHO CARES? screenmedia expo | 2011 May 18th -19th Earls Court, London. Stephen Randall, CEO, LocaModa Inc. MOBILE: +1 781 888 1417 EMAIL: srandall@locamoda.com TWITTER: stephenrandallCopyright © 2011 LocaModa Inc.
  • 2. QUICK LOCAMODA INTRO LocaModa is a place-based social media company helping locations engage customers and brands engage audiences. LocaModa enables networks reaching over 100,000,000 people every month in U.S. in over 15,000 high-traffic locations (for example in cafes, supermarkets, bars, quick-serve restaurants, colleges, stadiums and on digital billboards in Times Square and Las Vegas). LocaModa is a privately held company headquartered in Cambridge, MACopyright © 2011 LocaModa Inc.
  • 3. MY GOAL TODAY… Show how to extend the reach and value of digital signage; guide decision makers to ask the right questions; and expose BS. Copyright © 2011 LocaModa Inc.
  • 4. WHAT IS PLACE-BASED SOCIAL MEDIA? SOCIAL PLACE-BASED MEDIA NETWORKS DEFINITIONS! Place-Based Networks: Digitally addressable signage networks in places such as bars, cafes, supermarkets, waiting rooms, public spaces, taxis etc. Also known as Digital Out of Home (DOOH) Networks. ! Place-Based Social Media: Media for social engagement via place-based networks using highly accessible and scalable web-based technologies to enable interactive dialogues.!Copyright © 2011 LocaModa Inc.
  • 5. IN CASE WE DOUBT THAT SOCIAL MEDIA IS A FAD •  Social networking has overtaken porn as the number one activity on the Web. (Source: Huffington Post) •  Foursquare grew 3,400% in 2010. 8 million users by March 2011. (Source: Foursquare) •  600 million people visit Facebook each month, and that half come back every day. (Source: Facebook) •  700,000 local businesses have active Facebook pages. (Source: Facebook) •  250 million users access Facebook via mobile-based devices and are 50% more active than non-mobile users. (Source: Facebook) •  175 million Twitter members. (Source: Twitter) •  Twitter users generate 140 million Tweets per day. (Source: Twitter) Even if you don’t use social media, your customers and their competitors are looking to execute programs with companies that get this stuff. So get it! !Copyright © 2011 LocaModa Inc.
  • 6. TREAD CAREFULLY!Copyright © 2011 LocaModa Inc.
  • 7. THE FUTURE IS NOT…Copyright © 2011 LocaModa Inc.
  • 8. IT’S ABOUT CHANGING FROM THISCopyright © 2011 LocaModa Inc.
  • 9. TO THISCopyright © 2011 LocaModa Inc.
  • 10. IT’S NOT ABOUT MOBILE TECH, IT’S ABOUTMOBILE BEHAVIOR INSIDE THE “NEW MEDIA TRIAD” OUT-OF-HOME SCREENS AUDIENCE WEB MOBILE SCREENS SCREENSCopyright © 2011 LocaModa Inc.
  • 11. TODAY DISCOVERY IS INTENT OR CONTEXT PUBLIC SCREENS: DISCOVERY VIA CONTEXT Bar, Café, Retail Networks Public Spaces Events Restaurant Networks1 way Brands and Advertisers2 way On-line Audience PRIVATE SCREENS: DISCOVERY VIA INTENTCopyright © 2011 LocaModa Inc.
  • 12. MOBILE BRIDGES INTENT AND CONTEXT PUBLIC SCREENS: DISCOVERY VIA CONTEXT Bar, Café, Retail Networks Public Spaces Events Restaurant Networks1 way Brands and Mobile Advertisers Audience PRIVATE MOBILE 2 way SCREENS: 2 way DISCOVERY VIA INTENT & CONTEXT2 way On-line Audience 2 way PRIVATE SCREENS: DISCOVERY VIA INTENTCopyright © 2011 LocaModa Inc.
  • 13. OUR FUTURE IS CONNECTEDCopyright © 2011 LocaModa Inc.
  • 14. AND MEASURABLE Source: Visual News. http://www.visualnews.com/2011/01/29/foursquare-infographic/Copyright © 2011 LocaModa Inc.
  • 15. So what does this mean for my business?Copyright © 2011 LocaModa Inc.
  • 16. SCREENS CAN & SHOULD REACH MILES (NOT FEET) MILES! FEET!DIGITAL PLACE-BASED NETWORKED SCREEN! PEOPLE ON-LINE - PEOPLE FOLLOWERS, FANS,! IN VENUES! BRAND WEBSITES ETC!Copyright © 2011 LocaModa Inc.
  • 17. EXAMPLE: DOOH + TWITTER + FACEBOOKObjective: Deliver a more integrated user experience reinforcingAT&Tʼs goal of owning conversations around the World Cup" •  4 wk flight •  800+ locations (cross-channel connection to 4 bar networks) •  Mobile msgs via Twitter & SMS •  Full web integration (Facebook, rich media banner ads) •  400,000 plus messages hit LocaModa’s platform •  Full moderation & curation serviceCopyright © 2011 LocaModa Inc.
  • 18. So, just throw a sexy interactive app on a screen and hey presto? Of course not. Copyright © 2011 LocaModa Inc.
  • 19. FEET FIRST (THINK ABOUT UX BEFORE TECH) •  How fast? Sitting, standing, queuing, walking, driving? Each answer will dictate a different UX model. •  How close? <5ft, 5-10ft, 10-20-ft, >20ft? Each answer will dictate a different UX model. •  How many? 1 to 1, 1 to many, many to many? Each answer will dictate a different UX model. •  How long? <5 mins, 5-15 mins, 15-60 mins, >60 mins? Each answer will dictate a different UX model. If you go into this business Tech First instead of Feet First, you could trip up. !Copyright © 2011 LocaModa Inc.
  • 20. ONE SIZE DOESN’T FIT ALL INTERACTIVE! Average Number of DOOH Audience Interactions!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 – either1! 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.
  • 21. STAGES OF ENGAGEMENT INTERACTIVE! Average Number of DOOH Audience Interactions!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.
  • 22. USER CASES MAP TO CHANNELS & DWELL TIME INTERACTIVE! Average Number of DOOH Audience Interactions!2 Engagement! Path! ACTIVE! BARS, EVENTS, STADIUMS!! RESTAURANTS, HEALTH CARE, CINEMAS, FITNESS, EDUCATION,1! PASSIVE! AMUSEMENT PARKS, CASINOS, WAITING ROOMS !! SUPERMARKETS, PHARMACIES, CAFÉS, 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.
  • 23. Copyright © 2011 LocaModa Inc.
  • 24. Copyright © 2011 LocaModa Inc.
  • 25. Copyright © 2011 LocaModa Inc.
  • 26. NOTE: INTERACTION NEEDS TIME! With short dwell times or <30 second spots (i.e. most of DOOH), beware of claims such as: QR Codes + DOOH are the future! QR Codes WON’T WORK with short spots! And on DOOH, they’re often too far away to be scanned. Smartphone Apps + DOOH are the future! Smartphone Apps + DOOH DON’T HAVE ENOUGH TIME TO BE DISCOVERED, DOWNLOADED AND USED! Augmented Reality + DOOH is the future! Ditto…Copyright © 2011 LocaModa Inc.
  • 27. LET’S TEST THIS NOW…Copyright © 2011 LocaModa Inc.
  • 28. HOW FAST CAN YOU SCAN THIS QR CODE?Copyright © 2011 LocaModa Inc.
  • 29. IS IT SAFE?Copyright © 2011 LocaModa Inc.
  • 30. DOOH + SOCIAL IS SAFE – IF IT’S DONE RIGHTCopyright © 2011 LocaModa Inc.
  • 31. MAKING DOOH SAFE Moderation tools are effective and inexpensive (free in system bundle and/or typically less than 5% of media if human moderated). CHECK LIST: •  Machine AND Human interfaces. Do not rely on machine solutions for all solutions. Filters (machine moderation) will NEVER be good enough for enterprise solutions. E.g. Filters can’t differentiate intent of “The night is warm” “This beer is warm” “The chicken is hot” “The chicks are hot” •  Editable filters and “not tags” Not just for abusive language, but also undesirable brands etc. Remove urls (they don’t work on DOOH screens) •  Use known (safe), trusted users where possible Many apps (e.g. NewYorkTimes Today) use brand accounts or authenticated users for feeds. •  Scalable Capable of handling 1, 10, 1,000 of screens, in real time, with different rules (e.g. bars + family restaurants). Designed for multiple operators/locations/rulesCopyright © 2011 LocaModa Inc.
  • 32. Companies selling DOOH + Social solutions MUST have safe and scalable moderation. Beware of claims such as: “Our moderation filters are foolproof”Copyright © 2011 LocaModa Inc.
  • 33. “VENUE SAFE” MESSAGING 30-60% increase in Consumer Location-Based Services are NOT check-ins when displayed designed for locations! They need to be filtered, clearly at venue.! curated, or replaced by venue messages)!Copyright © 2011 LocaModa Inc.
  • 34. COMMUNITY BULLETIN BOARD Dynamically display venue marketing Standard skyscraper ad unit works & approved ads/feeds/accounts. across multiple networks and channels.Copyright © 2011 LocaModa Inc.
  • 35. WHOSE PAIN IS IT ANYWAY?Copyright © 2011 LocaModa Inc.
  • 36. EACH STAKEHOLDER HAS DIFFERENT PAIN POINT Digital place-based networks want audience focused solutions. Location owners want customer focused solutions. Agencies/Brands want product focused solutions. Mobile Consumers want “The 3 Fs” – Fun, Fame and/or FortuneCopyright © 2011 LocaModa Inc.
  • 37. STRATEGIC VIEW: THE NEXT 3 YEARS “OUT THERE” •  ALL screens will be more connected AND SOCIAL – TV, web, mobile and Digital-Out-Of-Home (DOOH). •  Companies seeking to reach the “connected consumer” will have to do so across multiple channels and platforms. •  As value starts to flow to companies better able to reach their customers across channels, there will be increased demand for media that fosters consumer dialogs in an engaging, efficient and scalable way. •  This will catalyze traditional channels into being more webby (something that’s already started). •  Millions of screens in millions of places will become a hub for local services, media, commerce and loyalty programs. •  If your screen can’t reach more than 20 feet, you should care! •  Disconnected screens will not have a future.Copyright © 2011 LocaModa Inc.
  • 38. THANK YOU FOR YOUR TIME. ANY QUESTIONS? STEPHEN RANDALL MOBILE: +1 781 888 1417Get these slides and other papers: EMAIL: srandall@locamoda.comwww.slideshare.net/srandall TWITTER: stephenrandall Copyright © 2011 LocaModa Inc.