Screenmediaexpo keynote may_2011

Copyright © 2011 LocaModa Inc.

Stephen Randall, CEO, LocaModa Inc. MOBILE: +1 781 888 1417 EMAIL: [email protected] TWITTER: stephenrandall

IF YOUR DIGITAL SCREENS’ MESSAGE CANNOT REACH MORE THAN 20 FEET, WHO CARES? screenmedia expo | 2011 May 18th -19th Earls Court, London.


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, MA


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.



SOCIAL MEDIA

PLACE-BASED 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.!

WHAT IS PLACE-BASED SOCIAL MEDIA?


• 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! !

IN CASE WE DOUBT THAT SOCIAL MEDIA IS A FAD


TREAD CAREFULLY!


THE FUTURE IS NOT…


IT’S ABOUT CHANGING FROM THIS


TO THIS


OUT-OF-HOME SCREENS

MOBILE SCREENS

WEB SCREENS

AUDIENCE

IT’S NOT ABOUT MOBILE TECH, IT’S ABOUT MOBILE BEHAVIOR INSIDE THE “NEW MEDIA TRIAD”


On-line Audience

Public Spaces Events Retail Networks Bar, Café, Restaurant Networks

TODAY DISCOVERY IS INTENT OR CONTEXT

PRIVATE SCREENS: DISCOVERY VIA INTENT

PUBLIC SCREENS: DISCOVERY VIA CONTEXT

Brands and Advertisers

1 w

ay

2 w

ay


On-line Audience

PRIVATE SCREENS: DISCOVERY VIA INTENT

Public Spaces Events Retail Networks Bar, Café, Restaurant Networks

MOBILE BRIDGES INTENT AND CONTEXT PUBLIC SCREENS: DISCOVERY VIA CONTEXT

Brands and Advertisers

Mobile Audience

PRIVATE MOBILE SCREENS: DISCOVERY VIA INTENT & CONTEXT

2 way

2 way

1 w

ay

2 w

ay

2 way


OUR FUTURE IS CONNECTED


AND MEASURABLE

Source: Visual News. http://www.visualnews.com/2011/01/29/foursquare-infographic/


So what does this mean for my business?


PEOPLE IN VENUES!

DIGITAL PLACE-BASED NETWORKED SCREEN!

FEET!

MILES!

PEOPLE ON-LINE - FOLLOWERS, FANS,!

BRAND WEBSITES ETC!

SCREENS CAN & SHOULD REACH MILES (NOT FEET)


EXAMPLE: DOOH + TWITTER + FACEBOOK

•  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 service

Objective: Deliver a more integrated user experience reinforcing AT&Tʼs goal of owning conversations around the World Cup"


So, just throw a sexy interactive app on a screen and hey presto? Of course not.


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. !


PASSIVE!

ACTIVE!

INTERACTIVE!

15  ! 30 60 !Minimum DOOH Time To Engage (Seconds)!

•  Passive Place-Based Social Media displays contextual, targeted, curated, social media on DOOH screens without a call to action."

•  DOOH screens cannot be influenced by audience."

•  Can be operated by DOOH networks of any capability.!

•  Active Place-Based Social Media displays contextual, targeted, curated, social media on DOOH screens with a call to action."

•  DOOH screens can be influenced by audience but NOT in real time – either due to limitations of infrastructure or time required by brands/venues to ensure content is adequately filtered, moderated and/or curated.!

•  Can be operated by DOOH networks with minimum Internet connectivity.!

•  Interactive Place-Based Social Media displays real-time contextual, targeted, curated, social media on DOOH screens with a call to action."

•  DOOH screens can be influenced by audience in real time."

•  Can be operated by DOOH networks of with real-time Internet connectivity.!

Aver

age

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Inte

ract

ions!

0!

!

1!

!

2

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ONE SIZE DOESN’T FIT ALL


Recognize Ability To Participate!

Whatʼs In It For Me?!

Send Message!

Screen Updates!

Start to Participate!

Receive Response!

Reaction!

Minimum DOOH Time To Engage (Seconds)!

Aver

age

Num

ber o

f D

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udie

nce

Inte

ract

ions!

15  ! 30 60 !

PASSIVE!

INTERACTIVE!

ACTIVE!

0!

!

1!

!

2

!

STAGES OF ENGAGEMENT


PASSIVE!

INTERACTIVE!

Minimum DOOH Time To Engage (Seconds)!

OUTDOOR, TRANSPORTION, CORPORATE, GAS STATIONS, CONVENIENCE STORES!

SUPERMARKETS, PHARMACIES, CAFÉS, MALLS, RETAIL STORES, SALONS, WAREHOUSES!

BARS, EVENTS, STADIUMS!

RESTAURANTS, HEALTH CARE, CINEMAS, FITNESS, EDUCATION, AMUSEMENT PARKS, CASINOS, WAITING ROOMS !

Aver

age

Num

ber o

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ions!

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1!

!

2

!

15  ! 30 60 !

ACTIVE!

Engagement!Path!

USER CASES MAP TO CHANNELS & DWELL 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…

NOTE: INTERACTION NEEDS TIME!


LET’S TEST THIS NOW…


HOW FAST CAN YOU SCAN THIS QR CODE?


IS IT SAFE?


DOOH + SOCIAL IS SAFE – IF IT’S DONE RIGHT


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/rules


Companies selling DOOH + Social solutions MUST have safe and scalable moderation. Beware of claims such as:

“Our moderation filters are foolproof”


“VENUE SAFE” MESSAGING

Consumer Location-Based Services are NOT designed for locations! They need to be filtered, curated, or replaced by venue messages)!

30-60% increase in check-ins when displayed clearly at venue.!


COMMUNITY BULLETIN BOARD

Dynamically display venue marketing & approved ads/feeds/accounts.

Standard skyscraper ad unit works across multiple networks and channels.


WHOSE PAIN IS IT ANYWAY?


Digital place-based networks want audience focused solutions.

EACH STAKEHOLDER HAS DIFFERENT PAIN POINT

Location owners want customer focused solutions.

Mobile Consumers want “The 3 Fs” – Fun, Fame and/or Fortune

Agencies/Brands want product focused solutions.


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.



THANK YOU FOR YOUR TIME. ANY QUESTIONS?

STEPHEN RANDALL MOBILE: +1 781 888 1417

EMAIL: [email protected] TWITTER: stephenrandall

Get these slides and other papers: www.slideshare.net/srandall


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