Interoperability with

                  Mobile and Social Media

                  Successful Multi-Channel Campaigns 

 ...
“
   An Out-of-Home
     platform exists to
     activate mobile & 
     internet "Audience 
     of One” engagement.”
   ...
MY GOAL TODAY…



   Demonstrate how the impact
 of mobile + social technologies
will make or break your business. !



© ...
100 billion clicks per day!
55 trillion links"
1 trillion urls in 6,000 days!
2.3 trillion text messages per year !
2 mill...
AND IN FEBRUARY 2010 ALONE…"



1.5 billion Tweets on Twitter"
12.2 billion YouTube video views!
20 billion Facebook posts...
BUT THIS IS NOT ABOUT TWITTER!




© 2010 LocaModa   5th Annual Digital Signage Content Strategies Summit – April 13th 201...
ITʼS NOT ABOUT FACEBOOK!




© 2010 LocaModa       5th Annual Digital Signage Content Strategies Summit – April 13th 2010 ...
AND ITʼS NOT ABOUT MOBILE!




© 2010 LocaModa    5th Annual Digital Signage Content Strategies Summit – April 13th 2010  ...
ITʼS ABOUT CHANGING FROM THIS…!




© 2010 LocaModa   5th Annual Digital Signage Content Strategies Summit – April 13th 20...
TO THIS!




© 2010 LocaModa   5th Annual Digital Signage Content Strategies Summit – April 13th 2010   10
PU
                      SH
© 2010 LocaModa   5th Annual Digital Signage Content Strategies Summit – April 13th 2010   11
PU
                       LL
© 2010 LocaModa   5th Annual Digital Signage Content Strategies Summit – April 13th 2010   12
YOU KNOW THE STORY…!
                       Open"
                       Real-Time"
                       Connected"
    ...
IMPRESSION / PASSIVE /
PUSH / MONOLOGUE /
REACTIVE / ON-DEMAND /
PULL / USER-INFLUENCED /
ACTIVE / REAL-TIME /
CONNECTED /...
ITʼS ABOUT BEING CONNECTED!




© 2010 LocaModa   5th Annual Digital Signage Content Strategies Summit – April 13th 2010  ...
WHERE IS THIS?"


                               CLUE: "
                             This isnʼt a
                       ...
ANSWER: PRESIDENT
            OBAMAʼS INAUGURATION"
                              CLUE: "
                            This...
YOUR AUDIENCE IS CONNECTED"
BUT ARE YOU CONNECTED TO THEM?"




© 2010 LocaModa   5th Annual Digital Signage Content Strat...
METCALFʼS LAW!




    THE VALUE OF A NETWORK IS
  PROPORTIONAL TO THE SQUARE OF
      ITS CONNECTED USERS"
© 2010 LocaMod...
DOOH NETWORKS
DO NOT LEVERAGE
 THEIR POTENTIAL
NETWORK EFFECT
© 2010 LocaModa   5th Annual Digital Signage Content Strateg...
DIGITAL!
OUT OF!
HOME!
© 2010 LocaModa   5th Annual Digital Signage Content Strategies Summit – April 13th 2010   21
DIGITAL!


                                                                                                           CONN...
STANDARD DOOH NETWORK"
         Model: 1,000 Venues x 1,200 People/Month x 50% Noticing = 6,000,000 Audience per Month!


...
SINGLE NODE INTERACTIVITY"
                1,200 People/Month x 50% Noticing x 2% Response = 120 Interactions* per Venue/M...
MULTI-NODE INTERACTIVITY"
 1,000 Venues x 1,200 People/Month x 50% Noticing x 2% Response = 120,000 Interactions** per Ven...
MULTI-CHANNEL INTERACTIVITY"
 75% Venue Msgs via Social Nets x 120 Avg Social Graph x 5% Social Net Response = 540,000*** ...
COMPARATIVE NETWORK VALUE!




© 2010 LocaModa   5th Annual Digital Signage Content Strategies Summit – April 13th 2010   ...
ENGAGEMENT IS CROSS-CHANNEL!



                                          SOCIAL!
                                        ...
SCREENS NEED TO REACH MILES"
             (NOT FEET)
                      "
       MOBILE CLICK!                         ...
EXAMPLE 1: VANS “BEHERE”
                   Global campaign for Vans, enabling photos, text messages !
                  c...
EXAMPLE –2: TOSCANINI’S with patrons
Twitter, Foursquare, Text-messaging enable venue marketing, engagement
           onl...
ALL SCREENS ARE CONNECTED
       DIGITAL BILLBOARDS
                         CAFES & RESTAURANTS
                         ...
YOUR CONNECTIVY SCORE?
Your network has a real time connection to web (10 Points)
Dynamic media supports local/topical tag...
RECOMMENDED
                  Did You Know 3.0                                                         The first 5,000 days...
THANKS!!
          www.twitter.com/stephenrandall
          srandall@locamoda.com




© 2010 LocaModa    5th Annual Digita...
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Strategy Institute April 13, 2010

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Interoperability with Mobile and Social Media Successful Multi-Channel Campaigns with Digital Out-of-Home Media

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Strategy Institute April 13, 2010

  1. 1. Interoperability with
 Mobile and Social Media
 Successful Multi-Channel Campaigns 
 with Digital Out-of-Home Media
 Stephen Randall CEO, LocaModa Inc ! www.twitter.com/stephenrandall srandall@locamoda.com © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 1
  2. 2. “ An Out-of-Home platform exists to activate mobile & internet "Audience of One” engagement.” Sir Martin Sorrell, CEO WPP. WSJ April 9th 2010 © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 2
  3. 3. MY GOAL TODAY… Demonstrate how the impact of mobile + social technologies will make or break your business. ! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 3
  4. 4. 100 billion clicks per day! 55 trillion links" 1 trillion urls in 6,000 days! 2.3 trillion text messages per year ! 2 million emails per second! 1 million IM messages per second! 65 billion phones calls per year! Source – Kevin Kelly “The next 5,000 days” ! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 4
  5. 5. AND IN FEBRUARY 2010 ALONE…" 1.5 billion Tweets on Twitter" 12.2 billion YouTube video views! 20 billion Facebook posts shared! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 5
  6. 6. BUT THIS IS NOT ABOUT TWITTER! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 6
  7. 7. ITʼS NOT ABOUT FACEBOOK! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 7
  8. 8. AND ITʼS NOT ABOUT MOBILE! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 8
  9. 9. ITʼS ABOUT CHANGING FROM THIS…! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 9
  10. 10. TO THIS! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 10
  11. 11. PU SH © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 11
  12. 12. PU LL © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 12
  13. 13. YOU KNOW THE STORY…! Open" Real-Time" Connected" Cross Channel" Cross Platform" User-Generated Content" Web as Platform" Personalization" Collaboration" Mobile" Trust" © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 13
  14. 14. IMPRESSION / PASSIVE / PUSH / MONOLOGUE / REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED / ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 14
  15. 15. ITʼS ABOUT BEING CONNECTED! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 15
  16. 16. WHERE IS THIS?" CLUE: " This isnʼt a teen audience!! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 16
  17. 17. ANSWER: PRESIDENT OBAMAʼS INAUGURATION" CLUE: " This isnʼt a teen audience!! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 17
  18. 18. YOUR AUDIENCE IS CONNECTED" BUT ARE YOU CONNECTED TO THEM?" © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 18
  19. 19. METCALFʼS LAW! THE VALUE OF A NETWORK IS PROPORTIONAL TO THE SQUARE OF ITS CONNECTED USERS" © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 19
  20. 20. DOOH NETWORKS DO NOT LEVERAGE THEIR POTENTIAL NETWORK EFFECT © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 20
  21. 21. DIGITAL! OUT OF! HOME! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 21
  22. 22. DIGITAL! CONNECTED! FRICTIONLESS! BITS! COMPUTER! DYNAMIC! SPEED! MEASURABLE! DATA! WEB! INTERNET! FRICTIONLESS! INTERACTIVE! NETWORKED! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 22
  23. 23. STANDARD DOOH NETWORK" Model: 1,000 Venues x 1,200 People/Month x 50% Noticing = 6,000,000 Audience per Month! CONNECTOMETER" © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 23
  24. 24. SINGLE NODE INTERACTIVITY" 1,200 People/Month x 50% Noticing x 2% Response = 120 Interactions* per Venue/Month! CONNECTOMETER" * Interactions at a venue are displayed ONLY on that venueʼs screens" © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 24
  25. 25. MULTI-NODE INTERACTIVITY" 1,000 Venues x 1,200 People/Month x 50% Noticing x 2% Response = 120,000 Interactions** per Venue/Month! CONNECTOMETER" ** Interactions at a venue are displayed on ALL venue screens" © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 25
  26. 26. MULTI-CHANNEL INTERACTIVITY" 75% Venue Msgs via Social Nets x 120 Avg Social Graph x 5% Social Net Response = 540,000*** Additional Interactions! CONNECTOMETER" *** See Comparative Network Value Chart and Assumptions/Sources" © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 26
  27. 27. COMPARATIVE NETWORK VALUE! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 27
  28. 28. ENGAGEMENT IS CROSS-CHANNEL! SOCIAL! NT! SPECIAL CRO SS- CHA EME GAG OFFER! NNE N CROSS-CHANNEL ENGAGEMENT! LE ELE NGA GEM CH ANN ENT SS- ! CRO MOBILE! LOCAL! SPECIAL OFFER! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 28
  29. 29. SCREENS NEED TO REACH MILES" (NOT FEET) " MOBILE CLICK! WEB CLICK! MILES! FEET! DIGITAL OUT-OF-HOME NETWORKED SCREEN! PEOPLE ON-LINE PEOPLE - FOLLOWERS, IN VENUES! FANS, ETC! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 29
  30. 30. EXAMPLE 1: VANS “BEHERE” Global campaign for Vans, enabling photos, text messages ! connected to Facebook, Twitter, Vans.com and Times Square.! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 30
  31. 31. EXAMPLE –2: TOSCANINI’S with patrons Twitter, Foursquare, Text-messaging enable venue marketing, engagement online and in venue, reduction of perceived wait time and interactive ads.! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 31
  32. 32. ALL SCREENS ARE CONNECTED DIGITAL BILLBOARDS CAFES & RESTAURANTS CONCERTS & EVENTS WEBSITES & SOCIAL NETWORKS TV BARS © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 32
  33. 33. YOUR CONNECTIVY SCORE? Your network has a real time connection to web (10 Points) Dynamic media supports local/topical tags (10 Points) Media is multi-channel – Web/Mobile/DOOH (10 Points) Media is multi-network (10 Points) Mobile is more than a text message CTA (10 Points) Screens react (interact) in real time to end users (10 Points) Localized media is updated in real-time (10 Points) You measure real-time user interactions (10 Points) You attract interactive media budgets (10 Points) You embrace open standards (10 Points) © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 33
  34. 34. RECOMMENDED Did You Know 3.0 The first 5,000 days of Official Video 2009 the web, and the next Edition – Youtube 5,000: Kevin Kelly on TED.com Series of 4 White What The F**K Is Social Papers on Interactive/ Media. Marta Kagan, Social Technology in Slideshare.net DOOH. Stephen Randall, LocaModa.com Increasing the Value of Twitter on Place Based a Digital Out of Home Screens. Why It’s Not Network Via Metcalfe’s So Simple. Jacob Elder, Law. Stephen Randall, LocaModa.com LocaModa.com © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 34
  35. 35. THANKS!! www.twitter.com/stephenrandall srandall@locamoda.com © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 35
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