mobile tips for associations
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Associations on the Go
Tuesday, March 9, 201010:00 a.m.-11:15 a.m.
Peter Hutchins, VP Knowledge Initiatives
Amy Hissrich, Director, Web Strategies
Connecting Great Ideas and Great People
www.asaecenter.org
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Overview
Define the landscape
Tips and best practices
How mobile is being used –including by associations
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New tools, same rules Goals and objectives Target audiences Measures for success Alignment to organizational strategy
Like web, mobile crosses departments
Mobile: A Concept Change
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PCs and mobile phones are used differently Context matters Mobile is personal Barrier to participation is different Focus on the visitor’s goals
What tasks are they most likely to perform via a mobile device
Mobile: A Concept Change
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Defining the Landscape: Device Adoption
Smart Phones & PDAs: 173.6 Million devices sold in 2008
eReaders: By the end of 2010, industry experts predict, 10 million people will be carrying e-readers.
Source: iSuppli 2008 and Washington Post
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Smart Phones: Which Ones Matter?
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Browser-based access via a mobile device Primarily device neutral Can leverage device specific functionality Standard X/HTML, CSS, etc.—HTML 5
More mobile web users than desktop web users for the first time in 2008
The Mobile Web
Source: International Telecommunications Union, Oct 2009
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Access
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Context in Detail
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1. Keep it simple and focused2. Optimize images—and use images
sparingly 3. Detect and redirect to the mobile
site4. Use Correct Markup5. No Flash—for Now
Building a Mobile Site—10 Tips
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6. Research screen sizes7. Link to the full version8. SEO—fewer words9. Support
customization/personalizationwhere applicable
10. Test early and often
Building a Mobile Site—10 Tips
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Mobile Screen Resolutions
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Google Optimizer http://www.google.com/gwt/n
Skweezerhttp://www.skweezer.com
Test iPhone: http://testiphone.com/
Mobile Web Tools
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Ready.Mobi
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Association Examples
Association Apps/sites are held to the same standard as main news and best selling apps—visitor experience, etc.
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Examples: ABA Journal
Advertising area
Link to full site
Limited Nav
ABA : American Bar Association
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Examples: ABA Marketplace dot mobi top level domain
TXT integration
ABA : American Bus Association
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Examples: Conference Hubs
Social Media integration and community
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Software designed to run on specific platforms
Popular platforms include Symbian, Java ME, Andriod, BlackBerry, iPhone OS,
Mostly Java, C, or Objective C based Several App Builders on the market
Mobile Applications
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Smart Phones: Which Ones Matter?
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Popular Apps
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Popular Apps
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What are people buying?
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Mobile Apps Factors for Consideration
What is the purpose of the app and how does it differ from a mobile version of your website?
How will the app benefit your members?
Are you using a product that has a mobile app version? If not, is it in the development plans?
Can you benefit from an off-the-shelf app builder?
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Mobile Apps Factors for Consideration
Will you charge for your app or specific functionality within the app?
Will your app be members only?
Is there a role for video?
Are you ready for public reviews?
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Examples: AHA CPR Application “I had an app that had pre-
downloaded all this information about treating wounds. So I looked up excessive bleeding and I looked up compound fracture. So I knew I wasn’t making mistakes, That gave me confidence to treat my wounds properly.” ~ Dan Woolley, Haiti Survivor Earthquake
Video Integration
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Examples: My C.A.R.
Members Only
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Examples: CES Expo App Charged for the app
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Off the Shelf Mobile App Builders
Sweb Apps: Has a non profit button set
Build and App: Multi-device w/ calendar, etc
Kanchoo: Focuses on news/content
App Maker: RSS feeds and social media
Rhomobile PhoneGap
Stand alone products no coding required
Development frameworks require HTML, Ruby but not Objective C!
$20/$500 plus possible monthly fees; these are notendorsed by ASAE & The Center
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SMS/Text Messaging
Short messages usually between two private mobile phones
In 2008 approximately 1.8 billion people are actively texting.
Globally, there are twice as many active users of SMS as are active users of email
SMS is typically read within an average of 15 minutes after receipt and responded to within 60 minutes Source: www.punchkickinteractive.com 2008
SMS Subscribers
2003 : 2.1 billion 2004 : 4.7 billion 2005 : 9.8 billion 2006 : 18.7 billion 2007 : 48.1 billion 2008 : 110.4 billion
Source: http://techcrunchies.com
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SMS/Text Messaging-Mobile Giving
Change in carrier fees has opened up mobile, text to donate, giving as a viable option
Fees do still typically apply both in alerts and mobile giving
What information do your members need via text?
Who is paying the bill for the phone?
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Text Message Examples
Campaigns use micropayments and ease of donating
Mobile Marketing Association Guidelines require nomore than $5 or $10 donations. Carriers may acceptup to 3 donations in most cases.
For more than $20-$30 donations, calls or webtransactions must be used.
Non Profits can use the Mobile Giving Foundationhttp://mobilegiving.org/?page_id=37
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Text Message Examples
ALA used SMS for ‘Ask a Librarian’ around their conference
Users text their questions and volunteer ALA Ambassadors respond on a private website
Does not use advertising in SMS
Users can follow updates in Twitter and FaceBook
Source: Mobile Marketer
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Location Based Services
Makes use of mobile devices geographical positioning
Mobile users don’t have to specify a zip code
GPS is a component Can’t trianglate within a building; e.g.
Tradeshow floor.
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Location Based Services? The next big thing? Around Me FourSquare & Gowalla
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Mobile sites can usually be measuredwithin your current stats packages
How many downloads /updates for your app? How many purchases App ratings Mobile giving volume Full web still likely to see more usage
How Will You Measure Success?
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ConclusionMobile is different than regular computing
Focus on member needs and how the organization can uniquely fulfill them
Context is a key factor
Strategy doesn’t change, just can be leveraged in new ways
Measuring success is still important
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eReaders
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eReaders
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eReaders
Source: Wattpad Global Ebook Metrics Report http://www.wattpad.com
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eReader Satisfaction
93% percent of e-reader owners are satisfied with their device
e-Reader satisfaction isn’t stopping owners from using other devices to fulfill needs and read e-books. Three-in-ten owners say they use at least one other device for reading e-books, such as a PC or a smartphone.
Source: e-Reader Owners: Attitudes and Usage The NPD Group
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Association Journals on Kindle
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Getting on Kindle
Amazon takes a percentage Read terms of service carefully
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ResourcesDelicious Bookmarks: http://delicious.com/amyhissrich/mobile
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