sociable media: seven ways to connect on line and offline social experiences to deliver engagement,...

8/8/2019 Sociable Media: Seven ways to connect on line and offline social experiences to deliver engagement, advocacy and brand affinity

1/20

SociableMedia/


2/20

Summary/

A unique new communications dynamic isbeing created by the convergence o ourmedia opportunities: online social networks,

social networks in the real world, mobile

and Out-o-Home media, especially digitaland experiential. This paper outlines howadvertisers can leverage these channels invarious combinations to turbo-charge theeects o both online and Out-o-Homeactivity and enable a more sociable approachto consumer engagement.

OOHADVERTISIN

G:

digital,traditional

,

experiential ,innovative

OOHADVERTISIN

G:

sTreaminglocallyorconT

exTually

relevanTconTenTfromsocial

neTworksinToOOHscreenads

ADVOCACY

ENGAGEMENT

CONSUMER

REWARD

commentviamobil

esocialneTworks

inT

eracTwithdisplay

connecT

edToa

socialneT

work

respond/conrib

UT

eviasocialneT

works

check-inToadver

T

isercreaTedlocaT

ions

check-inTo

exisT

ingvenU

e

commentonline(viaPC)

discuss

face-T

o-face(in-home)

discussface-To-face

OOH(realsocialne

T

works)

consumersendsconT

enTToOOHscreens

(DOOHsocialneT

works)

Seven ways to connect online and offlinesocial experiences to deliver engagement,advocacy and brand affinity


3/20

Introduction/

People are becoming more and more digitallyconnected to inormation, entertainment andeach other. Since people are constantly onthe go, much o this occurs out o the home.

The constant ow o new technological advances and the consequential shits in consumerbehavior are creating an exciting, but challenging communications landscape.

New orms o media are emerging all the time. In addition to understanding the role oeach new media in isolation, advertisers need to be mindul o how they i nteract with eachother and with traditional media.

At the moment, the convergence o our elements i s creating a new communicationsdynamic that we have termed Sociable Media.

The our elements are:

Online social networks Social networks in the real world Mobile Out-o-Home media, especially digital and experiential

When these our elements combine, they create a new opportunity or advertisers to:

Achieve a deeper level o engagement with consumers Forge deeper emotional connections with consumers through marketing that has

consumer value Spread word o mouth and generate earned media

Beore we look in detail at how Sociable Media works, l ets examine each o the individualour elements how they are changing, and some o their key attributes in relati on toSociable Media.


4/20

1. Online Social Networks

Few people would argue that online social networking is now a mainstream activity:

63% o American Mothers use social networks1. Facebook tops Google or weekly trafc in t he US. Social media has overtaken pornography as the #1 activi ty on the web. I Facebook were a country it would be the 3rd largest in the world. The astest growing segment on Facebook is 55-65 year old emales2.

The Whole Foods Markets retail chain has over 1.7 million ollowers on Twitter.

2. Social Networks in the Real World

While social media is usually defned as something built around a technological platorm(i.e. the web), the principle o social networks is a more appropriate starting point whenconsidering OOH behavior and communications.

Some logical key components o an eective social network are:

The people that are connecting with each other. Something that enables them to connect. Something or them to share or talk about.

We would argue that real world social networking where the enabler is actually thelocation (i.e. being in the pub, ofce, elevator, school, station, coee shop, etc.) at the sametime as others in your network is just as important as the web-based social networks. Inact, 77% o brand related word o mouth is ace to ace3 .

In addition, as we will see later, the interactive technologies within digital OOH actuallyenable the creation o some new social networks.


5/20

3. Mobile

O course sophisticated mobile devices are becoming much more prolifc. Smartphones,including iPhones, Blackberrys, Nokia N-Series, those running the Android operatingsystem and many more, are accounting or 64% o UK contract mobile phone salesand 38% o pay as you go/SIM only sales4. Globally, the fgure is one in fve5. Apple ispredicted to sell 13 million iPads in 20106, Google plans to release a competitor this yearand Samsung aims to release theirs in October.

All o these make internet access when Out-o-Home much easier and aster.

In act, mobiles share o web consumption grew by 110% in 2009 to 1.26%7 andbetween April 2000 and May 2010, the percentage o Americans who access theinternet via a mobile phone climbed 25%, rom 32% to 40%8. In the UK, 48% o the UKpopulation is expected to become a user o the mobile internet by 20149.

All o these devices can also run apps. We estimate17% are somehow Out-o-Home related, such asBulmers Cider pub garden fnder or the Yelp augmentedreality overlays o local business reviews.Posterscope has pioneered many MOOH (mobile+OOH)developments, rom the worlds frst large scaleBluetooth download campaign to the more recent Point& Find visual search experiments with Nokia and JCDecaux. Posterscope has also talked extensively over theyears about the importance o uture technologies, suchas Near Field Communications. NFC has the potentialto revolutionize OOH by making it transactional and evenviral by simply touching one phone against another.

LocaModa has pioneered the ability o using a mobilephone as a remote control to engage with Digital Out-o-

More information and results from theNokia Point & Find trial is available atwww.slideshare.net/posterscope


6/20

Home (DOOH) content. A simple example o this is their Jumbli word game which is runon several thousand DOOH screens across the United States, including Clear ChannelsSpectacolor jumbotron in New Yorks Times Square, over 1,000 bars and caes and evenon jukeboxes. Audiences are encouraged to text a word to the screen to score pointsand when they do, they see their word and user name displayed. The top players haveamassed over a million points representing many weeks o cumulative play! The game canbe linked to loyalty programs, lead generation and sales (e.g. get two or one popcorn iyou score over 50 points.) Jumbli has been designed as a many to one game, enablingliterally thousands o people to engage at the same time. The game can also be skinnedby brands, embedded on brands websites and Facebook an pages, and made into aniPhone application.

When it comes to social media, 50% o mobile internettrafc in the UK is or Facebook10 and 150 millionpeople worldwide access Facebook rom a mobiledevice. Those that already use their mobiles to accesssocial networks do so much more intensively spending32% more time on Facebook compared to thoseaccessing the site via PCs11.

As such, location is naturally becoming a part o thesocial media experience and location based (i.e. mobile)social networks, such as Foursquare, Gowalla, Loopt,Facebook Places and others, are starting to exploit this.

The main principle o these is t o be able to check-inupon arrival at certain Out-o-Home locations allowingusers to identiy nearby riends and perhaps receive areward o some description rom the network, a brandor a landlord. While this user base is relatively small,

Foursquare have approximately 3 million users (about 60% o whom are in the USA) i t islikely that Facebook Places will become huge.


7/20

4. Out-o-Home Media

It is well documented that people spend a large proportion o their lives Out-o-Home,in the UK or example the fgure is 42%12 and while it is difcult to quantiy exactly howmuch this has grown, estimates suggest that between 1990 and 2010 there was a 33%increase across the UK.

In the US, commute times increased by 5% between 2003 and 200813 and Americans arealso driving urther with total mileage increasing by around 6% per year14.

Social trends and inrastructure are key drivers o this. For example, in the US, the numbero coee shops grew by 70% between 2000 and 2005 with sales increasing by 488%across the decade as a whole. Also, the number o live music events attended by theaverage Briton increased by 35% rom 2001-2007. Spending on recreation and culture isexpected to account or 17% o total consumer spending by 2015 compared to 11% tenyears prior15.

At the same time 3G, 4G & wi-f hotspot penetration continues to rocket.

Similarly the digitization o Out-o-Home media is happening at a rapid rate and thesescreens are more oten than not connected via the web. This means that many o the 2.5million OOH advertising screens in the world16 can display requently updated or even realtime content.

While the primary consideration within this paper is bought or paid-or media, some o thethinking can be applicable to communication vehicles that are owned by a brand such asretail fxtures.


8/20

How Out-o-Homecan Integrate the

Other 3 Elements/When real world OOH communicationscreate an action that takes place via a socialnetwork, we call this dynamic, SociableMedia. This actually works in reverse too withcontent rom social networks being usedwithin OOH creative.

Posterscopes recent studies into the views and OOH behavior o the UKs passionatesocial networkers, defned as those who claim to be passionate about Online SocialNetworking as a leisure activity or hobby suggest that surprise, shock, sex, celebrities,sales oers or clever creative are key to driving conversation around campaigns.Fortunately, or the medium this group is particularly likely to encounter OOH media,more so than any other media, except online and mobile. 30% o them tell others aboutcustomized posters that theyve seen and 31% tell others about ads on digital OOHscreens17. For both o these measures, this audience indexes signifcantly higher than thepopulation average.

The Opportunity or Advertisers

Lets now look in some detail at what Sociable Media can do or brands.

Well concentrate on how Sociable Media can:

Create engagement Create advocacy Reward consumers

O course, this is not to suggest that the above are mutually exclusive.


9/20

1. Using Social Media to Create Engagement

To make a piece o creative work more engaging through the use o technology.

Airtime on digital OOH screen networks can be flled with content, which includeselements that are streamed directly rom online social networks.

Visually, such ads are quite dierent to conventional spots and content on screens. While itcan look particularly intriguing, its relevance to consumers is also important. There are two

particularly key themes as ads containing social media streams can either be:

i. Contextually relevant due to the environment in which the screens are located and themindsets that people are in.

For example, a sports brand ad could contain streamed consumer opinions aboutcontroversial events in the world o ootball on screens in sports bars.

A toothpaste brand wanting to make their OOH screen campaign more engagingin miserable environments could incorporate Twitter posts and Flickr photo streamstagged smile. Any messages and photos containing the word smile can be deliveredto the screens in the campaign in real-time.

JC Decauxs large Transvision rail station LEDscreens (previously owned by Titan in the UK)were used to broadcast short Japanese style Haikupoems that were submitted by consumers viaTwitter, thus making the experience o waiting or atrain slightly less mundane.

ii. Specifcally relevant to a particular geographical location.

In this instance, consumers ootball related comments could be segmented so thatscreens only show comments relating to the local team.


10/20

Alternatively, screens might show who has checked-in to the venue on FacebookPlaces, Foursquare or Gowalla with posters advertising that checking-in can get youeatured in the on-screen ad or a particular brand.

The toothpaste example could be urther enhanced with geotagged content, enablingmessages or photos containing the word smile that have been sent or taken near thelocation o the screen to be prioritized.

In either case, the screen can act as public barometer o consumer activity, opinion,

thoughts or mindset. This is essentially a rich media evolution o outdoor concepts, such asthe Emotional Cities project, where buildings are illuminated in dierent colors representingthe current mood o the citys inhabitants as determined via the website users.

In principle, any screen that is connected via broadband could include this unctionality, butactors such as scheduling sotware and content reresh rates need to be considered.

Furthermore, such streams, in the raw state can oten contain more noise than content/and they will need proessional grade tools t o flter and/or humanly moderate the contentbeore they can be ft or purpose.

The interactive system must be able to flter andcurate the messages flters can removemost oensive content, but or many campaigns, a human moderator and curator isneeded to make the fnal editorial decision. I t should be noted, that the cost o moderation

when scaled properly is not a material cost to campaigns.

Photography: Emotional Cities


11/20

2. Using Sociable Media to Create Advovacy

To encourage people to advocate a product, service or behavior. (The latter

might be applicable to government advertising, or example).

On the assumption that the creative is persuasive in its own right, OOH media has longhad the potential to trigger discussion. This might be a standard media ormat with aparticularly appropriate creative or a more unusual, surprising or innovative type o di splay.

Advertising, in general, is well known to be a key driver o brand-related conversations.In act, 48% o these brand-related conversations reer t o marketing or media18 and thepresence o advertising in a word o mouth conversation increases the probability that aconsumer will make a strong product recommendation by circa 20% 19.

So how might a brand take advantage o this by using Sociable Media?

Utilize traditional, digital or innovative OOH media ormats to prompt people, directlyor otherwise, to comment via mobile social networking apps, such as mobileFacebook, Twitter, instant messengers, etc.

According to Twitter, 20% o tweets (roughly 83 messages per second) contain areerence to a product or brand, such as those commenting on the live painting o aposter site or Cadburys Wispa Gold by cult artist Rol Harris.

Custom built interactive displays, such as touch screen store windows or reestandinginstallations that are connected to the likes o Facebook, are starting to beused by brands. These enable people to share thoughts, content and experiences onthe spot without involving their phones.

For the UK launch o the MINI Countryman model, a green screen flming booth wasplaced in shopping malls, stations and city centre streets next to a lie sized fberglassmodel o the car. The car windows were covered with a special flm that allowed themto be used as video projections that enabled people to see themselves squashed into


12/20

the car as part o a World record attempt. Participants could then use a touch screento upload their video o the experience directly to Facebook or to request an email link,which they can then share. Thousands o people took part at every l ocation.

Nissan placed digital interactive tables in ski resort bars across Europe where peoplecould view and share photos o themselves on the nearby Nissan All Mode Ski Runtaken earlier in the day. All photos were housed on ickr and this became the biggestickr account in the world!

Ads could encourage consumers to share bysending texts, photos, videos or

tweets rom mobiles to be displayed on OOH screens. A piece o consumergenerated content might appear nationally or in a location local to the sender. Thepublic can then respond i desired, again nationally or locally. This is essentiallyanother digital social network.

I tweets are to be used, they are selected or display on the screen i they includeparticular keywords or hashtags.

The campaign or TV network VH1s The Great Debate included an element thatused screens in pubs, bars and outdoors, prompting people to submit answers andcomments to questions such as Star Wars or Star Trek, The Beatles or the Stones,Facebook or Twitter etc. Consumer responses could be submitted via SMS, Facebookor the VH1 website. LocaModas technology then streamed responses rom allo these channels to the OOH screens. Even this very low weight o OOH media

generated an impressive 1% o all votes cast and the highest participation rates w ithinbought media channels.

In December 2009, LocaModa enabled the Vans Be Here campaign, an interactiveproject, enabling millions to share their image, thoughts, and hopes across the globe inseven languages. Fans could submit thoughts or photos o themselves via Facebook,MMS photo messaging or email and the best submissions appeared on the iconicMTV screen in Times Square. Over 5,000 messages were received rom all cornerso the planet. All messages were moderated and curated with every user receiving adigital memento that they could orward to their riends on Facebook. (The averageuser has 130 riends on Facebook.)

Nissan Qashqai Campaign

MINI Countryman Campaign


13/20

The ourth route is o course peoples ability to talk ace to ace immediately aterseeing the ad which in many OO H environments is a signifcant opportunity.

Sites in locations as diverse as bus shelters to railway stations, bars to ofce elevatorsand many many others can act as the conversation trigger. This takes advantageo the real world OOH social networks. Posterscopes research during a Guinnesscampaign demonstrated that audiences who had seen the ads in OOH environmentswere 44% more likely to have talked about it compared to those who had seen it on TV.


14/20

3. Using Sociable Media to RewardConsumers

To provide people with some kind o beneft, devivered by the brand.

This might be a orm o public utility, such as some useul inormation, a benefcial service,or an item, such as a piece o content or a voucher.

Over the years, numerous ways o delivering these kinds o rewards have been developed.Downloading content rom posters to mobiles, converting posters into ree vendingmachines or equipping screens with readers whereby users can unlock content with RFIDcards are just three o the many examples.

Increasingly, people are using location based mobile apps such as Foursquare (andFacebook Places once it gains momentum) to unlock rewards by checking-in to locations.A Sociable Media approach to this can be applied in two ways:

The placement o ads inside, or in proximity to venues where check-ins could takeplace. These encourage people to check-in, which in turn enables them to unlocka branded reward. Unlocking the reward might require repeat check-ins or couldbecome available at the frst visit.

The Financial Times has been oering ree access to premium online content to those

that check-in to certain caes. Gap has awarded discounts to people checking-into their stores. Brands such as Warner Bros, Zagat and Pepsi have created badgerelated promotions, which are unlocked by visiting particular places.

However, ew o these to date have utilized OOH media to support such initiatives,but it can act as the perect catalyst. Wherever LocaModa has displayed Foursquareprompts on screens within venues, the number o check-ins have increased bybetween 30-60%.

Photography: Campus Street Boulder


15/20

Create brand new check-in locations or a particular social network or mobile app.Such locations could be temporary outdoor installations, experiential activity, orposter sites such as those at bus shelters. The Mayor o each o these locations (i.e.the person with the current highest number o check-ins) is then rewarded with aphysical, digital or coupon based prize. There are a number o dierent mechanics bywhich the reward might be delivered depending on the exact nature o the check-inlocations.

The most mainstream way o creating new check-ins is to use existing location-basedsocial networks, such as Foursquare; however, there is an alternative solution or

clients that preer a more customizable consumer experience that i s 100% owned bythe brand. In this instance, a new mobile app is created, which people are encouragedto download, enabling them to participate in a unique, rewarding location-based socialmedia experience.

The Augmented Outdoor app developed by Posterscope and digital-experientialspecialists, The Cloud and Compass, allows consumers to unlock rewards andhidden content layers on their mobiles using augmented reality and other advancedeatures. This is achieved by looking at particular poster sites or landmarks through acamera phone and users activity is streamed live to digital OOH screens, which act asbarometers or eeds o inormation or opinion.

O course, it is important to remember that all o the opportunities described above, at their

heart require a creative or i ncentive based component that has some genuine value toconsumers or is something that is really worth talking about.


16/20

Measurement &Accountability/

Such a diverse and ever changing rangeo opportunities requires a particularlyconsidered approach when it comes tomeasuring eectiveness and value. In manycases, a combination o techniques will berequired.

Technology driven experiences, such as the MINI Countryman car with interactive windows,contain built in mechanisms that allow user numbers to be tracked and those that go on toshare via Facebook or email can also be measured.

When planning Sociable Media, Posterscope also incorporates monitoring o online buzzin relation to brands and their communications, allowing analysis o volumes, sources,sentiment, website types and more.

For some aspects, traditional approaches, such as ace-to-ace interviews to gauge shitsin perceptions and intent, could be taken. This can help complement measures o digitalword o mouth and Posterscopes Guinness research is a good example o this.


17/20

Summary/

The media elements that combine to createSociable Media are all growing in importanceand eectiveness.

OOH is one o the most successul media o the last 10 years in terms o ad spend. It isalso the most broadcast o all channels. Social media has quickly become mainstream.Smartphones and other devices that improve digital connectivity with OOH are starting tobecome the norm and oine word o mouth remains just as powerul.

Considering some or all o these as part o a Sociable Media dynamic gives advertisers aunique opportunity to create innovative, engaging, rewarding communications that driveadvocacy with increasingly demonstrable eectiveness.

We are certainly not suggesting that Sociable Media should be considered in isolation oother marketing and communications activity, nor do we think that this paper is completelycomprehensive. For example, we have not discussed the act that seeding activity is otenrequired to maximize the eect o some o the online elements, which again Posterscopeoers as part o its Sociable Media work.

Similarly, the industrys understanding o Sociable Media will continue to evolve, butmeanwhile the potential or brands and agencies to lead the market by takingthis approach is huge.

To share or download this document, pleasevisit www.slideshare.net/posterscope

OOHADVERTISING:

digital,traditional,experiential,inn

ovative

OOHADVERTISING:sTreaminglocall

yorconTexTually

relevanTconTenTfromsocial

neTworksinToOOHscreenads

ADVOCACY

ENGAGEMENT

CONSUMER

REWARD

commentviamobilesocialneTworks

inTeracTwithdisplay

connecTedToasocialneTwork

respond/conribUTevia

socialneTworks

check-inToadverTisercreaTed

locaTions

check-inToexisTingvenUe

commentonline(viaPC)

discussface-To-face

(in-home)

discussface-To-face

OOH(realsocialneTw

orks)

consumersendsconTenTTo

OOHscreens

(DOOHsocialneTworks)

Seven ways to connect online and offlinesocial experiences to deliver engagement,advocacy and brand affinity


18/20

Credits/

Authors

James Davies

Director o Hyperspace, Posterscope UK& Chie Strategy Ofcer, Posterscope [email protected]

twitter.com/hyper_james

http://dbthnews.wordpress.com

www.slideshare.net/posterscope

www.posterscope.com

Stephen Randall

CEO, Loca [email protected]

twitter.com/stephenrandall

www.theweboutside.com

www.locamoda.com

Michael BrennanSenior Insight Manager, Posterscope UK

Kim Sauser

Director o Insight,Posterscope USA


19/20

About Posterscope

Posterscope is the market leading worldwide Out-O-Home communications agency with48 ofces around the globe.

Through its Hyperspace division, Posterscope was the frst Out-o-Home agency inthe world to establish dedicated units to exploit the growing opportunities enabled bytechnology, specialist production and the creative placement o media. Hyperspacehas pioneered numerous possibilities, including live video streaming, visual search/image recognition, 3D screens and many others. Publisher CMD Global recently placedHyperspace in their list o top 100 innovators alongside the likes o Google, Intel, Amazon

and Nike.

Consumer insight also lies at the heart o Posterscopes planning and its OCS tool is themost in-depth study o OOH consumer behavior in the media market.

Posterscopes international division, PSI, is the market leader in executing campaigns on atruly global basis in airports, roadside and transport environments.

About LocaModa

LocaModa is a place-based social media company, dedicated to helping locations engagecustomers and brands engage audiences.

The company was ounded on the vision that place-based networks, advertisers and

venues will need to leverage the web or rictionless media, connectivity to customers,cross channel audiences and measurability. LocaModa enables networks and venuesreaching over 100,000,000 people every month in caes, bars, restaurants, colleges, high-trafc public spaces and at major events.

LocaModa is a privately held company headquartered in Cambridge, MA


20/20

Data Sources/

1. Aegis BabyCenter Report, July 20092. http://socialnomics.net/3. TalkTrack TM, October 2008 September 2009. Base: Brand conversations across all

categories (n=186,239)4. GK5. Strategy Analytics6. i-suppli7. Quantcast8. Pew Research Centers Internet & American Lie Project9. Intersperience

10. Socialnomics.net11. comScore GSMA MMM, comScore Media Medtrix, Dec 200912. Waking Time o All Adults Mon-Sun, IPA TouchPoints 3 Hub Survey 201013. US Census Bureau)14. US Department o Transportation15. Experian/nVision16. Posterscopes Prism Screen planning tool17. Posterscope Out-o-Home Consumer Survey18. TalkTrack Oct 2008 Sept 200919. Keller Fay Journal o Advertising Research, June 2009

sociable media: seven ways to connect on line and offline social experiences to deliver engagement,...

Documents