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.