Tag Archives: LBS

CETW Session #4 – A Match Made for Engagement: Digital Signage and Location-Based Mobile Marketing

These are my recap notes from the next-to-last session at CETW (yay!) I know Paul very well and am always interested to hear him talk about stuff. Asif is obviously very knowledgeable about mobile – it’s always refreshing to hear from people on the forefront of actually doing the work. And with something as new as mobile, his knowledge and experience are like gold. And Bradley Walker seems to be very knowledgeable about “engagement” overall. So, while the session might not have been the most appropriately named, I still found it interesting.

Speakers – Bradley Walker, Asif Khan, Paul Flanigan

Emerging trends session:

For example, some of what we’re seeing are:

  1. Screen to screen interaction – interact w/ screens that people bring with them to the screens around them.
  2. Remote controls for games – use the mobile phone to control games on large screens.

 

Consumers today are learning new behaviors. If large companies like Apple and HP, consumers are being trained that those mobile devices are able to control other screens.

Location-based marketing is about using the actual space around to deliver content/value to consumers.

Location-based services are just that – services. Foursquare, SCVNGR, Yelp.

Technology is the commodity, content is the asset.

Location-based marketing is powerful because it can make all the content fit YOU.

The size of the screen doesn’t have much impact on consumers. The message is what does.

Bradley Walker dropped a new idea on the group – “Context appropriate presence” – think about a black hole – high concentration of gravity at the center of the “hole”

Bradley Walker's "Context Appropriate Presence" Model

Model goes from the outside > in: Brand ID/mass communication > outdoor/storefront > display/in-store > customer/product intersection

Interesting

Chronicles of an LBS Wanderer – 5

11th Screen | The Interactive Out-of-Home Blog

Location-based services (LBS) – like FoursquareGowalla, and Yelp – made a big splash last year as a fairly successful, yet niche, mobile tactic for brands aiming to reach consumers in the real-world. They are great platforms for rewarding loyalty, real-time consumer reviews & tips, and for those who like such a thing, keeping track of your friends/family. I’ve “played” Foursquare consistently for a year now and dabbled in the others – Gowalla, Yelp, LooptSCVNGR. There’s interesting potential with this sort of technology, particularly when integrated with placed-based signage. But as I’ve wandered over the last year, I’m left wondering if these technologies will stick and ultimately reach the average consumer. And more than that, what it will take for them to reach that point? Here are my chronicles.

Today, I recorded my 600th check-in on Foursquare. Here’s what it’s gotten me:

  • Maybe 5 specialty frites appetizers from Houlihans
  • Maybe 10 cheesecake chimichangas from Taco Bueno
  • Less than 5 mayorships, complete with their special badge and pronouncement to the world – of which, I currently hold onto 1 mayorship
  • Countless tweets, which some would consider spam
  • Familiarity and adeptness of the platform and others like it
  • 0 connections of any real value

I did the breakdown of time, too. If I spend 30 seconds on the check-in process, 600 check-ins equates to 5 hours of my time. Estimating my freebies, I would say that the total dollar value I’ve received is ~$40. That means my time, through the game, is roughly worth $8/hour. Hardly worth it looking through that lense.

However, 5 hours of total time, over at least a year is less than ½ hour a month. Through that lense, it’s minimal investment and I don’t feel that put out.

Is all this going to stop me from checking-in from this point forward? No.

Because why? Well, that’s kind of the point – why not? It’s easy. It’s minimal time on my part, and I actually get something in the end. Even if it, too, is minimal.

But here’s the thing – isn’t that the wrong question any new technology and/or brand and/or community should be eliciting? Instead of “why not,” don’t we want people to be driven by the “why?”

Why I want to spend my time with this technology and/or brand and/or community is because it gives me X value.

Not just because it’s easy.

 

Chronicles of an LBS Wanderer – 4

11th Screen | The Interactive Out of Home Blog

Location-based services (LBS) – like FoursquareGowalla, and Yelp – made a big splash last year as a fairly successful, yet niche, mobile tactic for brands aiming to reach consumers in the real-world. They are great platforms for rewarding loyalty, real-time consumer reviews & tips, and for those who like such a thing, keeping track of your friends/family. I’ve “played” Foursquare consistently for a year now and dabbled in the others – Gowalla, Yelp, LooptSCVNGR. There’s interesting potential with this sort of technology, particularly when integrated with placed-based signage. But as I’ve wandered over the last year, I’m left wondering if these technologies will stick and ultimately reach the average consumer. And more than that, what it will take for them to reach that point? Here are my chronicles.

This is not a blog for the data seekers. I just don’t get into much of that here. But I read something the other day from eMarketer that was filled with lots of interesting data around location-based services apps and I think it’s only appropriate to share in this forum. Especially, since part of the “wandering” is actually “wondering” if these apps will catch on.

It’s no surprise that so few people are actually aware of LBS apps. Almost half of all of those surveyed did not know about these apps.

Awareness Usage of LBSWhat I found to be somewhat surprising is that 2/3 of those who do know what they are do not use them. So, this suggests – outside of an awareness issue – that these services are perceived to provide little to no value.

What I found to be really surprising is the actual platforms that people use. My intuition would tell me Foursquare (since they’ve been successful at securing large partnerships) is the clear leader. And I know about the Facebook factor  in everything social, so they’d be up there, too (I even see my uncle – someone I would consider as the “average consumer” – using Facebook Places). But the numbers tell a different story.

Most Frequently Used LBSFacebook and Google – both not particularly known for their LBS presence or prowess – make up over 2/3 of the platforms used by those using LBS apps. To me, this puts in perspective how hard it is for the little, niche players in any industry, especially one that is already little and niche. Could the same be said about the little guys in the digital signage industry?

But the most fascinating thing in here, to me, was the “why.” Why do people use these apps? Many of my colleagues – in and out of work – have always pointed to incentives as the main ” why.” But according to this survey, the main value driver is connections.

The tools that marketers typically use to entice check-ins, deals and discounts, did not hold much appeal for respondents to the survey. Most smartphone users believed social connections were the biggest draw to location-based apps. Among those who were familiar with them, 41% said connecting to people they knew or could meet was the main benefit, followed by finding places their friends liked (21%) and being able to keep track of their movement patterns over time (17%). Just 8% thought discounts and rewards were the most important benefit, and only 4% cared about the gaming elements of checking in.

People want to be connected. It’s just that simple. Technology – be it LBS apps or digital signage or anything in between – is only the barrier when it does NOT enable connections. I think this is an important note and growing trend that I hope my friends in the digital signage industry recognize. The key is to enable connections. Connections cannot be made through static, push, one-way messages. It’s just that simple.

Here’s the rub, though. And it’s in the privacy. Which, according to the article, is the biggest problem with consumer adoption.

Nielsen surveyed US app downloaders in April 2011 about their feelings around location-based apps and privacy and found those fears ran throughout the population. In every age group broken out, at least half of respondents said they were “concerned,” with no more than 13% saying they were “not concerned.” Analyzed by gender, the results were the same: Majorities of both men and women were concerned.

As interaction with screens around us become more and more expected and the places and things around us become more and more turned on, adoption might be slow going. Especially to the point of diving deep into a brand experience. But I think the point is made in the data and it is a human point. It’s a connections point. Regardless of what technology is new today and tomorrow, we want to be connected with each other (this is even more a truth with the younger, millennial generation).

And I suppose that should never be a surprise.

Out & About: DFW Airport Touch Screen Terminal Assistant

So there I was walking through Terminal D of the DFW Airport close to midnight and all I wanted to do is get to my car so I could go home. Then, out of the corner of my eye, I see this – another 11th Screen (IOOH) example – a large display that looked like it was just inviting a touch. So, of course, I stopped, got my trusty flip cam out, and started to poke around on it.

Let’s dust the scorecard off and put ‘er to the test.

Purpose – This is simply an interactive information kiosk that just happens to be an 80″+ touch screen. It’s designed solely to give travelers all of the essential information they need while they’re in the terminal – places to eat, where to shop, where to get your shoes shined, where the restrooms are, flight information – anything any traveler needs to know. Right at their fingertips. On an 80″+ touch screen. Mission accomplished.

Drama – When does an 80″+ touch screen not create a sense of drama? For the experience, I think it’s a bit like using a bazooka when you need a pea shooter. But the size is the thing that tipped me off to its interactivity. Ironically, I think it’s too well designed because the screen and structure fit right in to everything else in the terminal, so one could easily pass right by it thinking it’s just a big sign. And that’s the biggest problem. There was no clear call-to-action on the screen, nothing really that says, “hey there, why don’t you stop and touch this screen because I’ll give you some great information.” Instead, it’s just a silent 80″+ screen.

Usability – This is a simple experience so it’s usable. Or maybe it’s the other way around? In any case, this was an easy experience to navigate through. It wasn’t deep with content, so after you drill down a couple of times, you’ve hit the end of the path. But the GUI is laid out in a way that allows you to get to other pieces of content in a single press. As far as the functionality goes, I would underwhelmed with this experience. I wanted more and as you can see in the video, I expected it to function different than it actually did. With a large touch screen like this, I expect the functionality to be just as big. Not complex or obnoxious, but in some way commiserate with the size of the screen.

Interactivity – This is a single touch, single user touch screen experience. For a screen this big, they could have planned for multi-user interaction and created a rich experience. As it stands – in its current state – it’s as basic as you can get. The response and its functionality, after you press one of the buttons, is not distinct enough to let you know that something has happened. So, while the screen is responsive to your touch, the action (or seeming lack thereof) makes you think that it doesn’t work.

Information – To me, this succeeds at 1.0 information, but fails miserably at 2.0 information. Yes, it contains all of the information that it promises. But it’s base-level information – the name, the place, and the location. This experience could be made instantly better by integrating LBS (Foursquare, Gowalla) and/or consumer reviews/comments (Yelp?). Our friends at LocaModa would have a field day with this experience.

Personalization – There was no personalization in this experience. I think a social component – check-ins, reviews, comments – could add a welcome level of personalization to this. It would be relatively low user commitment, especially compared to the high level of benefit this sort of information would provide.

Overall, the lack of social integration has been a huge theme in these touch screen experiences over the last year. I am starting to feel like single-source information is not good enough anymore. But these are the things I pay attention to. I’m not sure that the average consumer – or traveler in this case – cares so much about it. Here’s the thing though – when their first impression includes social content, they feel like this is just another extension of what they’re used to when they use their computers or their phones. When it doesn’t include social content, I think we run the risk of not providing the type of value they need (based on their not-yet-completely-understood expectation).

More than that, though – when you’re going to do anything with an 80″+ touch screen, the experience better be 80″+.

Chronicles of an LBS Wanderer – 3

11th Screen Location Based Services Badge

Location-based services (LBS) – like FoursquareGowalla, and Yelp – made a big splash last year as a fairly successful, yet niche, mobile tactic for brands aiming to reach consumers in the real-world. They are great platforms for rewarding loyalty, real-time consumer reviews & tips, and for those who like such a thing, keeping track of your friends/family. I’ve “played” Foursquare consistently for a year now and dabbled in the others – Gowalla, Yelp, LooptSCVNGR. There’s interesting potential with this sort of technology, particularly when integrated with placed-based signage. But as I’ve wandered over the last year, I’m left wondering if these technologies will stick and ultimately reach the average consumer. And more than that, what it will take for them to reach that point? Here are my chronicles.

This is a follow-up post to yesterday’s. This first paragraph is the same, but everything after that is new!

Although I’ve spent my last few days at SXSW, I wasn’t really at SXSW. Working the conference means that you operate in a bubble and even the big news rarely penetrates it. From what I hear, though, location and gamification are two of the most prevalent themes. This is important because SXSW is known as the launching pad for emerging trends and start-ups. I suspect Foursquare and SCVNGR – both emerging in their own right – will reap the benefits of being highly present at SXSW this year.

Right before the conference, Foursquare announced a partnership program with American Express aimed at recognizing loyalty at local businesses. Some Austin favorites – like Stubbs BBQ and Whole Foods – are participating in the pilot program that gives consumers $5 back when they spend $5 using their AmEx card. Interesting.

It’s big news for Foursquare, for sure. This is the type of association they need to make the average consumer aware and familiar with “Foursquare.” And it’s something like this – a partner with a major merchant – that gives them hope of actually affecting consumer behavior enough that it makes a lasting impact on their business.

But will it work?

Who knows. That remains to be the million dollar question. Quite literally.

I think, for both SCVNGR and Foursquare, these announcements provide more clarity of their place (and use) in the market. SCVNGR is becoming more and more the mobile game that brands and consumers can engage with in out in the real world. Foursquare is becoming more and more the mobile loyalty tool that brands can use to reward their most loyal customers.

This definition is a good thing. It lessens the I-want-to-do-everything-for-everyone syndrome that is easy to adopt, especially as a start-up company. (Although SCVNGR did announce a new venture, LevelUp, that combines group-based daily deals with loyalty.)

But the real question remains – will consumers care enough to engage through one/both/more of these mobile emerging technologies more than once?

The rise and proliferation of mobility, beyond mobile phones, will certainly help. I have been using my iPad 2 since I purchased it over the weekend. One thing that stuck out to me was the diverse audience in the lines. That just says to me that there is a growing appetite, by many more people, for more and different mobile devices. More and more people want to experiment and if the experience is good enough, they’ll adopt. So, the technology and the behavior that drives using technology in a specific way will continue to evolve, and for technologies like Foursquare and SCVNGR, this is half of the battle.

The other half of the battle is answering the value question. Just because it’s available doesn’t mean people are going to engage. Just because it’s more game-like doesn’t mean people are going to engage. Rewarding loyalty? I can see that driving engagement. But it has to be more wide spread than a single, typically more exclusive merchant than American Express. I couldn’t have participated in the promotion because I don’t carry an AmEx card. I, like many average consumers, am conscious of spending and one of the mantras driving my purchases is, “if you can’t pay cash, you shouldn’t buy it.” I’m willing to bet that I’m not the only one who lets that mantra drive their purchase behavior. I’m also willing to bet that I’m in the overwhelming majority of average consumers who don’t carry an AmEx card. So, what does a promotion like this leave me with?

Hope?

Disappointment?

No.

Nothing really.

It’s just another example of the value I got out of checking in while I was at SXSW. Nothing.

But, you know what? I keep doing it. Because I can. Because it’s a little fun for me. Because I have a tinge of hope of uncovering something new, even if it is a badge.

But those are hardly sustainable.

For now, though, I keep wandering and wondering.

 

Chronicles of an LBS Wanderer – 2

11th Screen Location Based Services Badge

Location-based services (LBS) – like FoursquareGowalla, and Yelp – made a big splash last year as a fairly successful, yet niche, mobile tactic for brands aiming to reach consumers in the real-world. They are great platforms for rewarding loyalty, real-time consumer reviews & tips, and for those who like such a thing, keeping track of your friends/family. I’ve “played” Foursquare consistently for a year now and dabbled in the others – Gowalla, Yelp, LooptSCVNGR. There’s interesting potential with this sort of technology, particularly when integrated with placed-based signage. But as I’ve wandered over the last year, I’m left wondering if these technologies will stick and ultimately reach the average consumer. And more than that, what it will take for them to reach that point? Here are my chronicles.

What will drive mass adoption of location-based mobile technologies? Is it all about the game?

Although I’ve spent my last few days at SXSW, I wasn’t really at SXSW. Working the conference means that you operate in a bubble and even the big news rarely penetrates it. From what I hear, though, location and gamification are two of the most prevalent themes. This is important because SXSW is known as the launching pad for emerging trends and start-ups. I suspect Foursquare and SCVNGR – both emerging in their own right – will reap the benefits of being highly present at SXSW this year.

SCVNGR’s CEO, Seth Priebatsch, gave the keynote a few nights ago where he announced a new “game layer” on an already-interesting game platform. I wasn’t there, but it seemed like he gave a good overview of what’s wrong with the current location-based platforms (not enough people using them, tied to specific location, sparse rewards) and looked forward to what can make these types of technologies engaging and sticky. His answer, from all accounts, is tied to making the experience – er, life – more game-like. He didn’t unveil any specific features to SCVNGR that will enhance the experience, but he talked about a few concepts. Most interestingly, he talked about the concept of the “game layer.”

“The last decade was the decade of social — it took connections between friends, family, and coworkers and put them online. It’s called Facebook. The social layer traffics in connections.” Conversely, Priebatsch says that the Game layer traffics in influence — “It will influence where we go, what we do, and how we do it.”

I find this interesting on many fronts. Two, in particular, are:

1. The social layer is inherently influential. Word-of-mouth – offline & online – influences those around us, what they like, how they connect, and ultimately what they buy. I don’t see how making it a game changes the influence dynamic.
2. He, like many others I talk to in the world, think in terms of behaviors, not technology. Technology is a means to an end. It is becoming powerful enough to enable certain behaviors, but it’s certainly not the lead. Does the digital signage industry think in terms of behaviors or technology?

The one concept that he talked about that I don’t think I agree with much at all – he outlined how many of the principles we associate with games — levels, rules, rewards, motivated players, etc. — are exemplified by our school system. The problem, he says, is that school has an engagement issue: people are bored. I don’t think gamifying the school system is the answer. I think better teachers are the answers. Anyway….

All of this is rhetoric right now. SCVNGR, just like Foursquare, has had a nice little entry into the world. Certain groups of people have latched on. Some brands have, too.

But the question remains – what will drive mass adoption? And for the long-term?

Is it really adding another layer to life, this game layer?

Chronicles of an LBS Wanderer – 1

11th Screen Location Based Services Badge

Location-based services (LBS) – like Foursquare, Gowalla, and Yelp – made a big splash last year as a fairly successful, yet niche, mobile tactic for brands aiming to reach consumers in the real-world. They are great platforms for rewarding loyalty, real-time consumer reviews & tips, and for those who like such a thing, keeping track of your friends/family. I’ve “played” Foursquare consistently for a year now and dabbled in the others – Gowalla, Yelp, Loopt, SCVNGR. There’s interesting potential with this sort of technology, particularly when integrated with placed-based signage. But as I’ve wandered over the last year, I’m left wondering if these technologies will stick and ultimately reach the average consumer. And more than that, what it will take for them to reach that point? Here are my chronicles.

I checked into my train station the other night. It was my 100th check-in and as a result, I received a “Century Club” badge. I also received a customized message – something to the effect, “they should put your name up on the wall for frequenting so often.” Or something.

First thought: cool, I got another badge.

Second thought: ugh, I don’t get anything other than this message.

Then, I got sour.

The badge wasn’t enough. I wanted a free 30-day pass. A free ride. Some sort of discount, at least. I’d even take my name scrolling across the digital ticker at the station.

But then, that would get old, and I’d want something else, something of value.

The fact that these technologies fit into our regular, everyday life is one barrier that they don’t have to overcome. The check-in couldn’t be easier. But the big barrier lies in the value. As with any emerging technology, there’s a novelty period where it can get by on the technology alone. But there quickly comes a point to where it loses the novel factor, and in order for it to become sustainable and gain scale, it has to create some sort of value.

And this is what I’m feeling right now. Little to no value.

It’s interesting because my expectations have changed in a very short amount of time. And if mine – an early adopter/user, not the “average” consumer – have changed, what will it take to reach the average consumer? And become part of their daily lives?

The digital signage industry, and the places and things around us, can certainly help to create a sense of value. Stephen Randall and LocaModa have made a living targeting this very combination. Stephen’s specific take on this is that the value lies in the 3 Fs:  Fun, fame, and fortune. These are the keys that motivate consumers to interact with LBS, and digital signage is a perfect platform to maximize their effect. Everyone likes to see their name “in lights” (fame) and by nature, most of these technologies are game-like and fun.

The key is “fortune.” Value. Is virtual currency enough, even when you see yourself in the middle of a Times Square billboard? I was willing to accept my name scrolling on the train station ticker. But I’m still left empty.

I want more.

Friday 4-1-1, Twitter Style #friday411screen

Happy Friday!  2day’s 411 is all about Twitter-  what I’ve tweeted this week, inc. character limit.  like my new #tag? happened accidentally

1. How Popular Is the iPhone, Really? [INFOGRAPHIC] – not every1 has 1 & not every1 loves/wants 1.  For DS, good that 1/4 of US phones R smart.

2.  Word-of-mouth still largely an offline phenomenon – ppl still talk face 2 face. Alot of this happens OOH. DS is great connection.

3.  How 2 build relationships w social content creators -$179/124 rate 4 blogs/tweets. In future, evryone will be creators. DS opp – aggregate/connect.

4.  How Social Media Marketers Can Convert Attention Into Action – um, 1 phrase for you “social media marketers” – digital/interactive signage.

“Uh-huh” – State of LBS & Mktg – great, comprehensive post by 1 of my colleagues here.  Only thing missing here & key-DOOH/IOOH integration/connection.

“Duh” – New App Rewards Shoppers 4 Scanning Barcodes – anothr 1 in the mix.  For iPhone users only (see #1). Confusing 2 consumers? When’s “2 many?”

Thx, as always for reading.  I really appreciate it!  Would love to see this #tag used on Fridays (I know it’s long)!!

My Behind-the-Scenes Observations at SXSW

I have finally been able to catch my breath from the SXSW trip enough to reflect on everything I observed and share it here.  First of all, my perspective of SXSW is different than any other conference I’ve attended, just from the standpoint of how much work I was doing to make things happen for our client.  It was, by far, the most intense, condensed (if that makes sense) working situation that I’ve been in with an agency.  I liken it to my time working on films – in many respects it felt like film production.  Late nights, early mornings, always on the run (and I emphasize run), going from one thing to the other so quickly that you’re just reacting.  I like that kind of work, that kind of pace, that kind of “doing,” but it’s not something I could sustain at this time in my life.  Short periods? Sure.  Every day?  No way.  Anyway, my involvement at that level “behind the scenes” prohibited me from experiencing the conference in a way that I am accustom to.  I didn’t go to any panels, I didn’t go to any parties, I didn’t spend time networking at length with people.  It really was strictly business on behalf of FH & Chevy, not Mike or The 11th Screen.  That said, I was involved enough in what was going on, specifically around the convention center, to come away with some good, pretty fair observations.

1.  Value, value, value – it really does work.  Brands can accomplish a lot and shift perceptions by providing value to people.  To me, this is all about relevance.  How are you, as a brand, communicating & engaging with your audience(s)?  Are you engaging in a meaningful way?  Is it mutually beneficial?  Does it provide value?

2.  Don’t talk to, talk with – it’s all about 2-way communication.  Listen first.  Then, talk.  It’s so simple.  It’s what we do in our normal, everyday, real-world lives.  At least what we should be doing.  Effective communication and engagement is not about talking to people, it’s about talking with people.  Try this with your spouse, with your kids, with your co-workers, family members, friends – just talk with them.  It’s a dialogue.  A give and take.  When you do this, you can both have productive, fulfilling conversations.  Brands who do this, particularly in the social space, create advocates and build trust.  Advocacy and trust are sustainable and those types of relationships don’t go away easy.

3.  It’s not what you know, it’s who you know – people are smart.  And people have connections.  In an ideal situation, the best people to know are smart and connected.  I say this because if you talk to the right people (smart + connected) in the right way (2-way communication), they will talk about you.  You as a person and/or you as a brand.  And when they talk, many people listen.  I could rephrase this observation to “it’s not how many people you know, it’s how many right people you know.”

4.  QR codes & LBS are a ways away from mass adoption – I think SXSW majorly failed at their attempt to introduce QR codes to the masses.  They had a prime audience, one who could actually warm to the use of them, yet they failed to educate and create an easy experience with them.  Their codes virtually went unused.  By the time attendees came to our booth, no one knew what QR code reader to load on their phone and/or exactly what to expect from them.  I think QR codes, specifically SXSW’s use of them, was the most overrated technological story that came out of the conference.  Again, this is from my limited point of view.  (I heard that Twitter’s announcement of their @Anywhere feature was less than stellar.)  I just had such high hopes for the QR code story.  But QR codes aren’t the only emerging technology that is still immature over here.  LBS, like Gowalla and/or FourSquare, are used consistently by such a small segment of people.  But there is a huge group who have no idea what “LBS” stands for in this context, much less how to use them on their phone.  There was a vast difference between the interactive attendee usage of Gowalla and the music attendee usage of Gowalla.  I think a lot of this is attributed to the penetration (or lack thereof) of smart phones still in the US.  The opportunity here is to continue to push these types of technologies – because I believe that they still have a life – and experiment with them in various ways.  We’ve really only scratched the surface in how we can use them in relevant, meaningful ways on behalf of brands.

5.  Last but certainly not least, I work with some amazing people.  We were a relatively small team, but we are like family.  Matt, Valerie, Cindy, Jodi, Marc, Herb, Rob, Miker, Jessica, Penny, Sarah B., Sarah F., Lane, Chris, Chrissie, Brad, Warren, Christian, designer Jessica, Matt W – you guys rock.

I’d love to hear your thoughts on SXSW.  Shout back.