DSE2011 Lunch and Learn
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1. LocaModa is a place-based social media company that uses social media to build value for digital signage networks and help locations and brands engage audiences. 2. Place-based social media extends the reach of digital signage from people in venues to people online through social networks. 3. There are three types of place-based social media - interactive, active, and passive - differing in the level of real-time interactivity between digital screens and audiences.
DSE2011 Lunch and Learn
- 1. DSE 2011 LUNCH & LEARN: The Role of Place Based Social Media in Digital Signage STEPHEN RANDALL: CEO, LCOAMODA INC MOBILE: +1 781 888 1417 EMAIL: srandall@locamoda.com TWITTER: stephenrandall Copyright © 2011 LocaModa Inc.
- 2. INTRODUCTION 12,000+ Bars 1,400+ Supermarkets 2,000+ Café & QSRs Times Sq, Vegas Strip Major Events LocaModa is a place-based social media company helping locations engage customers and brands engage audiences. ! • LocaModa uses social media as a way to build value for the worldʼs leading digital place-based networks and brands. # • The LocaModa platform turns real-time social media into highly localized services and applications for digital place-based networks, venues, event organizers and advertisers. # • 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). # Copyright © 2011 LocaModa Inc.
- 3. 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.
- 4. 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/measure Copyright © 2011 LocaModa Inc.
- 5. IN OTHER WORDS…. PLACE-BASED SOCIAL MEDIA EXTENDS THE RANGE OF DIGITAL DIGITAL SIGNAGE FROM FEET…! …TO MILES! MILES! FEET! DIGITAL PLACE-BASED NETWORKED SCREEN! PEOPLE ON-LINE - PEOPLE FOLLOWERS, FANS,! IN VENUES! BRAND WEBSITES ETC! Copyright © 2011 LocaModa Inc.
- 6. 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.# ACTIVE! • DOOH screens can be • Active Place-Based Social influenced by audience in Media displays contextual, real time.! targeted, curated, social • Can be operated by DOOH ! media on DOOH screens networks of with real-time with a call to action.! Internet connectivity.# • DOOH screens can be influenced by audience but not in real time – either due 1! to limitations of infrastructure PASSIVE! or time required by brands/ • Passive Place-Based venues to ensure content is Social Media displays adequately filtered, contextual, targeted, moderated and/or curated.# • Can be operated by DOOH ! curated, social media on DOOH screens networks with minimum without a call to Internet connectivity.# action.! • 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.
- 7. ENGAGEMENT STAGES 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.
- 8. 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.
- 9. EXAMPLES… RMG’s NYTimesToday.com network features a LocaModa passive place-based social media Zoom Media and Marketing Sports Bytes is a LocaModa passive place-based social media application. Messages are posted by the brand owner so do not require moderation, curation application. User generated Twitter messages are tagged, filtered and localized around or a call to action. The messages are stripped of urls (which are ordinarily present in the sports topics (e.g. “Red Sox”) but do not display a highlighted call to action. brand’s web-feeds). New messages are displayed full-screen for 5 seconds then moves to the background. This gives a time dimension to the messages as well as making the interface immediately more attention grabbing, contemporary and clean. The Twitter logo on each message emphasizes the source and real-time nature of the content. Cup Buzz DOOH was developed for AT&T for their World Cup 2010 sponsorship. The application is an interactive place based social media application that connected jukeboxes as well as other DOOH channels to the same application on AT&T’s World Cup Facebook fan page. World cup tweets and text messages were filtered and moderated in real time and then displayed across LocaModa Check-Ins (either the full screen version shown or the sidebar version is an active multiple participating DOOH networks as well as in Facebook. Cup Buzz connected literally place-based social media application. LocaModa Check-ins displays real-time updates for millions of conversation threads around every team and nation qualifying in every round of the the number of venue check-ins, the mayor and venue tips. Tips and Special Offers are World Cup and displayed those conversations on AT&T's Facebook page as in 800 sports bars in configured for venues (so will not show tips for nearby venues) and can be filtered/moderated the top 10 USA DMAs via Zoom Media and Marketing, Ecast, Barcast and Panel Group, if user tips are inappropriate. generating over 400,000 messages. Copyright © 2011 LocaModa Inc.
- 10. SOME ENGAGEMENT LESSONS 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 display Web streams (e.g. Twitter) do localized tags/sources and not have urls (which canʼt be Extending reach from encourage participation. clicked by OOH audience). venue to web can make both destinations more interesting. “3 Fs” Fun, Fame, Fortune, helps call to action be more successful.# Copyright © 2011 LocaModa Inc.
- 11. STANDARDIZED APPS + AD UNITS Copyright © 2011 LocaModa Inc.
- 12. WHAT CAN WE MEASURE? • Phone number# • User Name (if registered with system/app)# • User Profile in Social Network (e.g. Twitter, Facebook) (once user has signed up or opted in)# • Number of Mobile and Web Messages# • Number of Mobile and Web Users# • Number of Unique Phone and Web Users# • Content of Messages (Tags, Trends etc)# • Timestamp of Mobile and Web Messages# • Engagement Duration Mobile and Web# • Location of Mobile User (Screen ID, Venue ID, Phone Area Code)# • Opt-in Rate# • Number of Web Clicks/Plays# • Number of Plays (e.g. in Jumbli)# • Specific Content (e.g. Answers to questions)# Copyright © 2011 LocaModa Inc.
- 13. FREE WHITE PAPERS & PRESENTATIONS LOCAMODA.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/locamoda Copyright © 2011 LocaModa Inc.