Place Based Social Media, DSE2010 Stephen Randall

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Integrating Multi-Channel Strategies: A Roadmap for Digital Cross-Platform Success

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Place Based Social Media, DSE2010 Stephen Randall

  1. 1. SEMINARS 28 & 40! Integrating Multi-Channel Strategies: A Roadmap for Digital Cross-Platform Success Stephen Randall, CEO LocaModa Contact: srandall@locamoda.com Follow: twitter.com/stephenrandall Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 1
  2. 2. YOUR AUDIENCE IS CONNECTED! BUT ARE YOU CONNECTED TO THEM?! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 2
  3. 3. ENGAGEMENT IS CROSS-CHANNEL! SOCIAL! SPECIAL CRO T! SS- MEN CHA GAGE OFFER! NNE EN CROSS-CHANNEL ENGAGEMENT! LE L NGA A NNE GEM -CH ENT! CR OSS MOBILE! LOCAL! SPECIAL OFFER! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 3
  4. 4. 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! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 4
  5. 5. METCALFʼS LAW! “The value of a network is proportional to the square of the number of connected users of the system” DOOH NETWORKS DO NOT LEVERAGE THEIR POTENTIAL NETWORK EFFECT! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 5
  6. 6. NO NETWORK EFFECT! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 6
  7. 7. LEVERAGING NETWORK EFFECT! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 7
  8. 8. EXAMPLE 1: VANS “BEHERE” Global campaign for Vans, enabling photos, text messages ! connected to Facebook, Twitter, Vans.com and Times Square.! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 8
  9. 9. EXAMPLE 2: TOSCANINI’S Twitter, Foursquare, Text-messaging – enable venue marketing, engagement with patrons online and in venue, reduction of perceived wait time and interactive ads.! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 9
  10. 10. EXTRA READING… www.locaModa.com/about/white_papers! •  Dealing with F**k & Other User Generated Content Challenges for Digital Out of Home Networks, August 2009! •  Building an Interactive Digital Out of Home Experience - Basic Considerations for Mobile & Social Interactivity on Digital Out of Home Networks, August 2009! •  Building an Interactive Digital Out of Home Experience - Basic Considerations for Mobile & Social Interactivity on Digital Out of Home Networks, August 2009! •  The Different Capabilities of Interactive Mobile & Social Media on Digital Out Of Home Systems -- Not All Systems Are Created Equal, August 2009 ! •  Overcoming Ghost Town - Leveraging the Network Effect to Enhance the Interactive Experience on Digital Out of Home Networks, August 2009! •  Making The Most of Mobile Marketing: Leveraging Mobile and Social Networks to Amplify Response Rates From The “Connected Class”! Follow me on Twitter: stephenrandall! Copyright © 2010 LocaModa Inc. stephenrandall@locamoda.com • twitter.com/stephenrandall 10

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