randall -- mobile super forum
TRANSCRIPT
Copyright © 2011 LocaModa Inc.
ENGAGING WITH MOBILE CONSUMERS IN A MULTI-SCREEN WORLD
CEO: Stephen RandallMOBILE: +1 781 888 1417
EMAIL: [email protected]: stephenrandall
Copyright © 2011 LocaModa Inc.
QUICK INTRO TO LOCAMODA
LocaModa is a place-based social media company, focused on helping locations engage customers and brands engage audiences. •We enable and deliver localized media and services to locations, distributed via place-based networks and social networks •We reach over 100,000,000 people every month in over 15,000 high-traffic locations (for example in cafes, supermarkets, bars, quick-serve restaurants, colleges, stadiums and on jumbotrons in Times Square and Las Vegas).
Copyright © 2011 LocaModa Inc.
SOME OF THE BRANDS & AGENCIES WE’VE HELPED
Copyright © 2011 LocaModa Inc.
TIMES SQUARE NEW YEAR’S EVE 2010 (CIROC VODKA)
Copyright © 2011 LocaModa Inc.
ESPN UK AUG 2010
Copyright © 2011 LocaModa Inc.
BLACK EYED PEAS, CENTRAL PARK, NYC, SEPT 2011
Copyright © 2011 LocaModa Inc.
SOUTH PARK NEW SEASON – TIMES SQ OCT 2011
Copyright © 2011 LocaModa Inc.
TREAD CAREFULLY!
Copyright © 2011 LocaModa Inc.
MOBILE IS OFTEN LIPSTICK ON A PIG
Copyright © 2011 LocaModa Inc.
CROSS CHANNEL ENGAGEMENT CANNOT BE A BOLT-ON AFTERTHOUGHTA MOBILE MARKETING SHORT CODE IS NOT ENOUGH…AND NEITHER IS A QR CODE…OR A BLUETOOTH APP…OR AN IPAD APPLICATION…OR A FACBOOK FAN PAGE…OR THE OCCASIONAL TWEET…
Copyright © 2011 LocaModa Inc.
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”
Copyright © 2011 LocaModa Inc.
On-line Audience
Public Spaces EventsRetail Networks Bar, Café, Restaurant Networks
TODAY DISCOVERY IS INTENT OR CONTEXT
Brands and Advertisers
1 w
ay
2 w
ay
PRIVATE SCREENS: DISCOVERY VIA INTENT
PUBLIC SCREENS: DISCOVERY VIA CONTEXT
Copyright © 2011 LocaModa Inc.
On-line Audience
PRIVATE SCREENS: DISCOVERY VIA INTENT
Public Spaces EventsRetail Networks Bar, Café, Restaurant Networks
MOBILE BRIDGES INTENT AND CONTEXTPUBLIC 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
Copyright © 2011 LocaModa Inc.
PASSIVE
INTERACTIVE
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
Ave
rag
e N
um
be
r of
D
OO
H A
ud
ien
ce I
nte
ract
ion
s
0
1
2
15 30 60
ACTIVE
EngagementPath
CONTEXT & UX MAPS TO CHANNELS
Copyright © 2011 LocaModa Inc.
FAME
FUN
FORTUNE
CROSS-CHANNEL ENGAGEMENT CROSS-CHANNEL ENGAGEMENT
CR
OS
S-C
HA
NN
EL
EN
GA
GE
ME
NT
SPECIAL
OFFER!
SPECIALOFFER!
THE 3 Fs OF CROSS CHANNEL ENGAGEMENT
Copyright © 2011 LocaModa Inc.
Dynamic title CTAs to promote brand and social
media initiatives
Posts and
dynamic CTA from
brand Facebook page
or Twitter.
Tweets from brand
account and/or desired
hashtags
Standardized ad units work
across multiple networks
and channels
Photos from
Facebook or
Twitter(Moderat
ed/Curated)
Mobile messages with “tear-off slip”
text back
SCREENS CAN AND SHOULD REACH MILES (NOT FEET)EG: COMMUNITY BOARD – SOCIAL MEDIA + FAMILIAR UX
Copyright © 2011 LocaModa Inc.
SUMMARY – IN A NUTSHELL
1) ALL SCREENS ARE (OR SOON WILL BE) CONNECTED.- DESIGN SCREENS THAT REACH MILES NOT FEET
2) MOBILE BEHAVIOR COMES BEFORE MOBILE TECH- BEWARE BS! DESIGN/PLAN FOR DWELL TIME + AND PLACE IN UX
3) USE MOBILE AS BRIDGE BETWEEN INTENT & CONTEXT- E.G. DOOH FOR CONTEXT, MOBILE/PC FOR INTENT
These slides and other papers:www.slideshare.net/srandall
Copyright © 2011 LocaModa Inc.
THANK YOU FOR YOUR TIME. ANY QUESTIONS?
STEPHEN RANDALLMOBILE: +1 781 888 1417EMAIL: [email protected]: stephenrandall
Copyright © 2011 LocaModa Inc.