Digital Signage Expo - Social Networking and User-Generated Content: Expanding the Mobile Digital...
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Transcript of Digital Signage Expo - Social Networking and User-Generated Content: Expanding the Mobile Digital...
Copyright © 2008 LocaModa Inc.
Copyright © 2008 LocaModa Inc.
LocaModa provides the leading Digital Out of Home (DOOH) distribution platform for interactive digital media.
TWITTER: StephenRandallEMAIL: [email protected]
Copyright © 2008 LocaModa Inc.
Undivided attention is so last year.
Copyright © 2008 LocaModa Inc.
100 billion clicks per day55 trillion links1 trillion urls in 6,000 days2.3 trillion text messages per year 2 million emails per second1 million IM messages per second65 billion phones calls per yearSource – Kevin Kelly “The next 5,000 days”
Copyright © 2008 LocaModa Inc.
Mobile
Outdoor LocationFacebook
BRANDS NEED MULTI-CHANNEL SOLUTION
Copyright © 2008 LocaModa Inc.
HOWTHE NEW MEDIA TRIAD
Copyright © 2008 LocaModa Inc.
The Connected Class
Copyright © 2008 LocaModa Inc.
The Connected Class
Copyright © 2008 LocaModa Inc.
Location Marketing Mobile Marketing, Blackboard, Ads TO
mobile users
Mobile User Generated Content Messages (txt, pix)
FROM mobile users TO location screens
FeedsFROM IP sources inc. UGC content, jukes, RSS etc TO location screens
TAGGED USER GENERATED CONTENT & ADS
Copyright © 2008 LocaModa Inc.
CASE STUDY – OBAMA FUNDRAISE
Objective: Agency for Obama campaign sought to attract and differentiate fundraise supporters.
•Knickerbocker SDK designed email to supporters to embed custom Wiffiti widget in their blogs.•Displayed widget on Times Square NYC screen.•Emailed to 10,000 supporters.•Users messages displayed on all screens – Times Sq, blogs, websites etc•Created media buzz at launch (celebrities at Times Sq).•Raised $400,000 donations in 1 week.
Extend Reach From Web to DOOH
Copyright © 2008 LocaModa Inc.
CASE STUDY – FACEBOOK + DOOH
Multi-channel reach and engagementObjective: Fleishman Hillard sought to raise awareness for a range of AT&T text messaging phones.•AT&T branded Jumbli in Facebook and 1,200 locations inc Times Sq for 4 week run.
•First time Facebook connected to DOOH NetOps.
•LocaModa brought media $ to 7 DOOH NetOps.
•Reach = >800k impressions day.
•>300k plays over 4 weeks.
•Top cities: LA 18%, Boston (17%), New York City (17%), and Chicago (10%).
•Average mobile engagement 4.15 mins and average web engagement time 76.77 mins.
•“Addicted” players had equivalent of over 2.5 days of engagement
Copyright © 2008 LocaModa Inc.
THE USERS!
Copyright © 2008 LocaModa Inc.
1. Easy to participate - anyone, anywhere, anyway
TIPS ON LEVERAGING USER GENERATED CONTENT FOR DOOH NETWORKS
2. Real-time, relevant, localized, contextual
3. Cross channel - leverage network effect
4. Loose grip on content - foster trust
5. Compelling and/or rewarding call-to-action
6. Integrate mobile - it’s not a bolt-on7. Iterative design (think platform/re-use) not one-off
Copyright © 2008 LocaModa Inc.