dse2011 presentation s6
DESCRIPTION
DSE2011 S6 - Interactive A-Z: Now and Future Technologies and Applications Interactive Technologies: The Myth, Reality and PotentialTRANSCRIPT
Copyright © 2010 LocaModa Inc.
Place-Based Social Media
S6 - Interactive A-Z: Now and Future Technologies and Applications
Interactive Technologies: The Myth, Reality and Potential
Stephen Randall, CEO, LocaModa Inc. MOBILE: +1 781 888 1417 EMAIL: [email protected] TWITTER: stephenrandall
Copyright © 2010 LocaModa Inc.
Myths.
Copyright © 2010 LocaModa Inc.
MOBILE IS NOT LIPSTICK ON A PIG
Copyright © 2010 LocaModa Inc.
MOBILE ISN’T A THREAT – IT’S JUST ONE WAY TO CONNECT
Copyright © 2010 LocaModa Inc.
THINK “CONNECTED”
Copyright © 2010 LocaModa Inc.
EXTEND REACH FROM FEET TO MILES
Connecting people in places to people on social networks, helps all destinations (on and off line) be engaging.!
PEOPLE IN PLACES!
PLACE-BASED NETWORKED SCREEN!
FEET!MILES!
PEOPLE ON-LINE - FOLLOWERS, FANS, ETC!
Copyright © 2010 LocaModa Inc.
Realities.
Copyright © 2010 LocaModa Inc.
INTERACTIVITY COMES IN MANY FLAVORS
Copyright © 2010 LocaModa Inc.
EACH WITH IT’S OWN CONSIDERATIONS…
Copyright © 2010 LocaModa Inc.
EACH WITH IT’S OWN CONSIDERATIONS…
1 TO 1 OR 1 TO MANY?
DISCOVERY USER IDENTITY/PRIVACY
Copyright © 2010 LocaModa Inc.
PASSIVE!
ACTIVE!
INTERACTIVE!
15 " 30 60 "
EACH INTERACTIVE FLAVOR SUITS DIFFERENT USE CASES
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.!Av
erag
e N
umbe
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DO
OH
Aud
ienc
e In
tera
ctio
ns"
0"
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1"
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2
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Copyright © 2010 LocaModa Inc.
Recognize Ability To Participate"
Whatʼs In It For Me?"
Send Message"
Screen Updates"
Start to Participate"
Receive Response"
Reaction"
…AND DIFFERENT ENGAGEMENT LEVELS
Minimum DOOH Time To Engage (Seconds)"
Aver
age
Num
ber o
f D
OO
H A
udie
nce
Inte
ract
ions"
15 " 30 60 "
PASSIVE!
INTERACTIVE!
ACTIVE!
0"
"
1"
"
2
"
Copyright © 2010 LocaModa Inc.
PASSIVE!
INTERACTIVE!
…AND DIFFERENT CHANNELS
Minimum DOOH Time To Engage (Seconds)"
OUTDOOR, TRANSPORTION, CORPORATE, GAS STATIONS, CONVENIENCE STORES"
SUPERMARKETS, PHARMACIES, MALLS, RETAIL STORES, SALONS, WAREHOUSES"
BARS, EVENTS, STADIUMS"
CAFES, RESTAURANTS, HEALTH CARE, CINEMAS, FITNESS, EDUCATION, AMUSEMENT PARKS, CASINOS, WAITING ROOMS "
Aver
age
Num
ber o
f D
OO
H A
udie
nce
Inte
ract
ions"
0"
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1"
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2
"
15 " 30 60 "
ACTIVE!
Engagement"Path"
Copyright © 2010 LocaModa Inc.
SIMPLE TIPS…
Tips need to be curated/moderated (i.e. do not show specials for places nearby!)!
Web streams (e.g. Twitter) do not have urls (which canʼt be clicked by OOH audience).
Highlighted elements display localized tags/sources and encourage participation.
30-60% increase in check-ins when displayed clearly at venue.!
Copyright © 2010 LocaModa Inc.
“3 Fs” – FUN, FAME & FORTUNE
Users need to be motivated to participate. Using the “3 Fs”
helps to maximize engagement. In the award-
winning Jumbli campaign, the top players exceed an
equivalent of 25 days of continuous interactivity!
Copyright © 2010 LocaModa Inc.
Potential.
Copyright © 2010 LocaModa Inc.
THE AUDIENCE IS CONNECTED AND THEY EXPECT TO CONTROL THE MEDIA AROUND THEM
Copyright © 2010 LocaModa Inc.
DISCONNECTED NETWORKS WILL NOT SURVIVE
Copyright © 2010 LocaModa Inc.
AFTER THE DESK AND POCKET, THE WALL IS THE LAST UNCONQUERED MEDIA BATTLEGROUND
Copyright © 2010 LocaModa Inc.
(CONNECTED) DOOH NETWORKS WILL BE THE BEACH HEAD FOR LOCAL DIGITAL MEDIA SERVICES
Copyright © 2010 LocaModa Inc.
PRIVATE (MOBILE) SCREENS Key Marketing Value =
Availability
On-line Audience
PUBLIC SCREENS Key Marketing Value =
Local Proximity
Public Spaces Events Retail Networks Bar, Café, Restaurant Networks
Brands and Advertisers
Mobile Audience
PRIVATE (DESK) SCREENS Key Marketing Value =
Intent
REAL TIME LOCAL PROXIMITY WILL BE VALUABLE
Copyright © 2010 LocaModa Inc.
KEY TAKEAWAYS
- CONNECTED (MILES NOT FEET) - INTEGRATED (NOT LIPSTICK ON A PIG) - BEACH HEAD (VALUE OF PROXIMITY)
!Thanks for your time!!Contact Stephen Randall, CEO! Cell 781 888 1417 Email: [email protected]
twitter.comstephenrandall twitter.com/locamoda