Strategy Institute April 13, 2010
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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

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 Strategy Institute April 13, 2010 Presentation Transcript

  • 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
  • “ 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
  • 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
  • 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
  • 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
  • BUT THIS IS NOT ABOUT TWITTER! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 6
  • ITʼS NOT ABOUT FACEBOOK! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 7
  • AND ITʼS NOT ABOUT MOBILE! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 8
  • ITʼS ABOUT CHANGING FROM THIS…! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 9
  • 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" 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
  • 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
  • ITʼS ABOUT BEING CONNECTED! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 15
  • WHERE IS THIS?" CLUE: " This isnʼt a teen audience!! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 16
  • ANSWER: PRESIDENT OBAMAʼS INAUGURATION" CLUE: " This isnʼt a teen audience!! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 17
  • YOUR AUDIENCE IS CONNECTED" BUT ARE YOU CONNECTED TO THEM?" © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 18
  • 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
  • DOOH NETWORKS DO NOT LEVERAGE THEIR POTENTIAL NETWORK EFFECT © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 20
  • DIGITAL! OUT OF! HOME! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 21
  • 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
  • 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
  • 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
  • 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
  • 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
  • COMPARATIVE NETWORK VALUE! © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 27
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • THANKS!! www.twitter.com/stephenrandall srandall@locamoda.com © 2010 LocaModa 5th Annual Digital Signage Content Strategies Summit – April 13th 2010 35