camerjam public sector masterclass incentivated
DESCRIPTION
TRANSCRIPT
Copyright Incentivated Limited 2011 www.incentivated.com
Developing a Mobile Marketing strategy for the public sectorJonathan Bass, Managing Director
18th
January, 2012
Copyright Incentivated Limited 2011
The ingredients are assembled, let’s bake
A good marketing strategy is based on both data and experienceWe are seeing more and more clients ask for assistance with the development of a mobile marketing strategy because their experimentation has yielded results and wider market stats are convincing but their knowledge is limited
A good mobile marketing strategy will considerMessaging (SMS, MMS, App Push Notifications)Mobile sitesMobile advertisingNFC
The following make up the garnishApps, QR codes, Bluetooth
Copyright Incentivated Limited 2011
Contents
Mobile is a ‘hot topic’
About Incentivated
Why mobile?
What you can do –
examples
Copyright Incentivated Limited 2011
Setting the public sector scene
Despite (perhaps because of) the recession and public sector budget cuts, mobile has become just as important in this sector as for other business sectors:
Mobile can help deliver known outcomes, but at reduced costsNSPCC has added SMS reporting to their child welfare helpline to widen its reach, as well as allowing it to manage existing resources more efficiently (call handlers can use ‘downtime’ when call volumes drop to respond to written (texted) queries and reports)Scottish Power has added the ability for customers to text in their meter readings, which allows them to reduce the overheads involved in having teams of people visit and re-visit homes/ or the amount of staff needed or hours of operation of call centres to capture this critical billing information.
Copyright Incentivated Limited 2011
Setting the public sector scene
The summer’s big sporting event (no, not Euro 2012!) is also inspiring an understanding of mobile use by the public and how it can be tapped into by local authorities etc
Royal Borough of Kensington & Chelsea identified a need to help visitors to its borough how its three main centres link together, to promote less obvious areas of interest (not ‘just’ the King’s Rd for example) and help visitors get around, without the need for print outs or expensive (temporary) public signage and promotions. The mobile site is integrated at the back end with their pre-existing CMS: write once, publish everywhereNeeds around the Olympics will vary by proximity to venues, Torch relay routes, travel gateways and identified increases in tourism visitors. Or even ‘just’ communicating access to local events/ big screens in parks or municipal spaces where people can congregate to watch the coverage.
Copyright Incentivated Limited 2011
State of the Nation
Over the last 12 months councils/local authorities/government have started to catch up with the public’s use of mobile, especially online
Many have SMS services though most do not have mobile optimisedsites or appsOfcom data highlights increasing ‘mobile only’ households
With sites that do exist looking the same, the opportunity now exists to:
improve the UX/UI and so differentiate the offeringoffer implicit and explicit personalisation i.e. join up the web and mobile sites
Complete mobile integration is becoming not only possible, but essential
Copyright Incentivated Limited 2011
Internet users in the UK
GB adult internet users who accessed the Internet via mobile in the last three months
Strong mobile internet growth across all age groups
33%
44%
71%
32%
47%
65%
27%32%
49%
19%25%
33%
10%13%
21%
5% 5%8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2009 2010 2011
16-24 25-34 35-44 45-54 55-64 65+
Source: Statistical Bulletin: Internet Access -
Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the
Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011.http://www.ons.gov.uk/ons/dcp171778_227158.pdf
Copyright Incentivated Limited 2011
6mPeople in the UK accessed
mobile internet for the first time in the previous 12
months
Mobile internet in the UK
45%Of internet users in the
UK access the internet via mobile
Sources: 1 -
IAB Consumer M-Commerce Study October 20112 & 3 -
Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey
42%People in the UK say mobile is the EASIEST way to access
information
People do it, and people LIKE it...
Copyright Incentivated Limited 2011
GSMA data
GSMA data
Trend: Nov 2011 –
Nov 2011 (UK data)
Source: GSMA data, November, 2011
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11
NHS.UK DIRECT.GOV.UK POLICE.UK DFT.GOV.UK
NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK
LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK
Copyright Incentivated Limited 2011
GSMA data
GSMA data
Trend: Nov 2011 –
Nov 2011 (UK data) –
nhs.uk, directgov.uk, and police.uk omitted
Source: GSMA data, November, 2011
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11
DFT.GOV.UK NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK
LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK
Copyright Incentivated Limited 2011
What does your website look like?
Of those that have:41% admit their website has a reduced appearance36% offer reduced functionality
The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage
So …
Half of UK organisations
fail to check their own website from mobile devices
Copyright Incentivated Limited 2011
Contents
Mobile is a ‘hot topic’
About Incentivated
Why mobile?
What you can do –
examples
Copyright Incentivated Limited 2011
What Incentivated is
An independent technology company and marketing services agency
10 years’ experience operating exclusively in the mobile marketing sector
We help our international client-base deliver integrated acquisition, CRM, and mCommerce campaigns and services through mobile
Copyright Incentivated Limited 2011
Some of Incentivated’s public sector clients
Copyright Incentivated Limited 2011
Full service mobile with deep experience
Technologies5 formats:
Enterprise Messaging (SMS, MMS etc)Mobile InternetAppsShort codes and QR codesLocation marketing
Services2 consultancy offerings:
Creative / UXStrategy
Needs3 key areas of client activity:
AcquisitionAfter Sales / CRMmCommerce
Copyright Incentivated Limited 2011
www.incentivated.comVisit our website to for more detail, product summaries and white papers
Copyright Incentivated Limited 2011
Contents
Mobile is a ‘hot topic’
About Incentivated
Why mobile?
What you can do –
examples
Copyright Incentivated Limited 2011
Easy & convenient for the citizenSending SMS is simple and familiar: an everyday habit for over 90% of the population
Why should a local authority use mobile?
Copyright Incentivated Limited 2011
Helps the organisation manage costs, whilst meeting its communications accessibility objectives
Why should a local authority use mobile?
Copyright Incentivated Limited 2011
Provides measurable response rates and analytics (often more accurate than online in terms of uniqueness)
Why should a local authority use mobile?
Copyright Incentivated Limited 2011
As part of the increasing move to digital service delivery, mobile improves accessibility across all demographic segments. Mobile overcomes the creation of a digital divide as mobile ownership surpasses that of PC – and even the cheapest, lowest spec mobiles these days have basic access to online services.
Why should a local authority use mobile?No phone left behind > mobile allows optimised
accessibility across all devices
Copyright Incentivated Limited 2011
Puts the local authority “Brand in the hand” of the citizen
Why should a local authority use mobile?
Copyright Incentivated Limited 2011
Forward thinking. Technological advances combined with digitally-savvy audiences make mobile the most targeted and personalised marketing channel available
Why should a local authority use mobile?There are 123 active mobile phones for every 100 people in the UK –
placing us 15th
in the world table of device ownership
Source: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use
Copyright Incentivated Limited 2011
Mobile App or Mobile Web?
43%
39%
32%
34%
36%
38%
40%
42%
44%
Mobile internet Apps
.
Mobile internet vs
apps usage
Although apps are ‘cool’, mobile sites reach more people
Source: comScore mobilens
data, 3-month average ending March 2011
21% 19%16%
13% 13% 11% 9% 8% 7% 7%
0%
5%
10%
15%
20%
25%
Searc
hSo
cial n
etwor
king
News
Sport
s info
Wea
ther
Entertai
nmen
t new
sGen
eral r
eferen
ce
Tech
news
Photo/vi
deo sh
aring se
rvice
Map
s
Top site types accessed by mobile internet
Copyright Incentivated Limited 2011
Comparison of apps and sites
Mobile siteHybrid app Web appNative app
+ Offline content + Access GPS
+ Control camera and use of other native
features -
Have to download app
+ Offline content + Access GPS
+ Functions just like an app but do not have to download via app store
-
Can’t use camera or any other native features
+ Offline content + Access GPS
+ Control camera and use of other native
features + Content easily
updatable -
Have to download app
+ Access GPS + Do not have to
download app -
Can’t use camera or any other native features
Copyright Incentivated Limited 2011
NHS Direct
Apps
Work through one of the clinically tested health assessment tools by selecting your symptoms and answering some short questions about how you’re feeling
Key features: Health assessment on the move; A comprehensive range of symptom checkers; Personalised guides to looking after yourself; Option to save advice to your device
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Philly Watchdog (Philly City Controller)
Apps
Take a direct role in stamping out fraud and waste by reporting incidents directly to the Fraud Unit
Submit reports of fraud and abuse directly to the City Controller's Fraud Unit; Record video, take a picture or upload a previous file capturing fraud incidents; GPS feature allows reports to tag location of incident; Includes option to report anonymously; Call the Controller's Fraud Hotline directly 215-686-3804; Access the Controller's website for latest news and reports
Copyright Incentivated Limited 2011
Bassetlaw Council modernises its meetings by going "paperless"
Tablets in councils
Bassetlaw Council, amongst others in the UK and around the world, are looking to save time and money by using iPads instead of traditional paper-based approachesThe council currently publishes agendas and minutes in a booklet form and feels it needs to cut down on the amount of paperwork produced. Cost savings are estimated to be £70,000 over two years with the introduction of the iPadMeetings will be paperless with all agendas, minutes and presentations viewed electronically
Copyright Incentivated Limited 2011
Bury Council, for its garbage collectors
The iPads will be mounted on the refuse collecting trucks dashboard to provide route guidance for the driver. More importantly they will be used to gather data on households who do not recycle or fail to put out their bins altogether
The scheme is set to replace paperwork, and iPads will be pre-loaded with information and streets and houses will be seen on-screen
Tablets in councils
Copyright Incentivated Limited 2011
Surrey County Council social workers’
app
The application gives social workers secure mobile access to care records and allows them to complete assessments and update personal details while they are making home visits.
In testing as of May 2011
http://www.youtube.com/watch?v=VGEGEvFeukw
Tablets in councils
Copyright Incentivated Limited 2011
Contents
Mobile is a ‘hot topic’
About Incentivated
Why mobile?
What you can do –
examples
Copyright Incentivated Limited 2011
SMS alerts and remindersCitizens can sign up to receive timely, automated, SMS alerts for a variety of services
Local traffic information (roads and motorways)
Recycling reminders
Local transport information (trains, buses)
School updates (closures for weather etc)
Pothole alerts
Registration of births – enter due date, sent reminder
Events for children, elderly, tourists, hard of hearing
School closure updates
Flooding updates
Job alerts
Check your smoke alarm battery…
Copyright Incentivated Limited 2011
Notify NYC
SMS
Registrants can select five notification types for up to five ZIP codes across NYC: Emergency Alerts –messages about life-threatening events that may require immediate action; Significant Events Notifications – important information about emergency events, utility outages and other types of high-impact events in your ZIP code; Public Health Notifications; Public School Closing/Delay Advisories; and Unscheduled Parking Rules Suspensions
The solutionBusiness need
From Ambassadors:Your recruitment event is tomorrow at 24 Southwark Road SW1 5FR at ‘LDA building don't forget your ID. To reschedule call 08448889187 (click-to- call) To opt out, reply ALERTS STOPOPTIONS BACK
Inspiration guide: Acquisition| CRM | Enterprise messaging
Public sector: LDA
LDA connects volunteers with 2012 Olympic & Paralympics Games using mobile
Incentivated provides a full mobile service which reminds volunteers to attend Ambassador interviews and training sessions.
Using our reporting platform the LDA now monitor attendance and retention rates. LDA has be given full-access to the SMS platform and is responsible for the set-up, scheduling and sending of subsequent "alert" outbound sms
broadcast(s), with no limitation on the number of messages that can be sent.
The LDA find the reminder process as easy to follow as possible as the existing online process has been replicated.
The London Development Agency is currently running a ‘London Ambassadors’
volunteering programme and needs to sign up a number of volunteers to welcome visitors during the 2012 Olympic and Paralympics Games.
Functions
• Enterprise messaging alerts• Click to call facility
Copyright Incentivated Limited 2011
Public information/ educationProvide information concerning local services or area.
SMSbrochure or e-brochure request (e.g. an electoral registration form)Summer reading challenge (e.g. text for “Space Hop” book)Sign up for an e-zine or newsletter
Mobile internetWe can create rich-media mobile sites and applications to engage the citizen further and provide access to more detailed information (e.g. directgov)
ApplicationsWe can create an ‘app’ to deliver a rich design and use more of the functionality of the phone (e.g. “Starve your bin” for Recycle for London, and “Plings” for DCSF).
The solutionBusiness need
Inspiration guide: Acquisition | CRM | Mobile internet | Location marketing
Public sector: Royal Borough of Kensington and Chelsea
RBKC goes mobile in time for 2012 Olympic visitors
To promote the Borough’s diverse retailers, and as part of the Borough’s visitor strategy in the lead up to the 2012 Olympic and Paralympic Games, we developed a mobile internet site for RBKC to raise awareness of its international tourist destinations.
The mobile site is integrated with the desktop site’s CMS to deliver mapping and information services for the Borough’s five key tourist areas: Kensington; Notting Hill; Sloane Square / King’s Road; Holland Park and Knightsbridge.
The mobile site also features a full list of attractions, events, museums, as well as a complete shopping directory and an interactive mapping solution. Users can also access a broad range of restaurants, bars, and hotels in the Borough.
A mobile internet site was required to provide tourist and visitor information for the Royal Borough of Kensington and Chelsea, particularly to support its strong mix of retailers and for 2012 Olympic visitors.
Functions
• Optimised mobile site with CMS integration
• Location-aware services• Advanced mapping solution with back-
end integration with desktop site
Copyright Incentivated Limited 2011
Bridgwater -
Town Guide
QR codes
QR code took me to the iTunes store where I had the chance to download the Bridgwater app
Aimed at improving the touristic experience as well as supporting local retailers
Copyright Incentivated Limited 2011
Find my nearest….Location can be determined from the handset so user does not need to know precisely where they are
Licensed taxi-cab services (e.g. Cabwise or Cab Safe)
Doctor/dentist
Recycling centre
Leisure centre
Tourist attraction (tourist information office)
Public conveniences (Sat Lav)
Car parking (incl. pay by SMS option)
Cash machines
The solutionBusiness need
Case study: CRM Travel & Tourism | Public Sector: TfL
& Mayor of London
SMS helps reduce cab-related sexual assaults by 46%
A
Location Based Service
search is used to pinpoint the subscriber’s exact location, enabling the relevant information to be identified and sent.
The database of 45,000 licensed minicab operators and drivers is updated daily
to maximise safety.
•
46% reduction in cab-related sexual attacks on women over five years (2002 -2007)
•
Just 4% women used unlicensed minicabs in 2007 in comparison to 18%
in 2003 •
100%
year on year increase in monthly uptake since new branding campaign
As part of a print, poster,
radio and TV campaign for a safer London, a text message service
was created to give out booking numbers for licensed minicab and black cab firms
in the user’s location.
Results
46%Reduction in cab-
related attacks
4%Unlicensed cab
use
Subscribers text HOME to 60835
(spells “GoTFL) and receive local, licensed, minicab and taxi booking-
office phone numbers for the area they are texting from.
FROM: 60835Local licensed minicabs: Reliable Radio cars 02086716666, P&L Car Service 02077339582. For a Black Cab, call ONE NUMBER on 08718718710
Copyright Incentivated Limited 2011
Pay for servicesEnable people to pay for common public services using their phone
Pay by SMSSchool mealsBook/pay for “dial-a-ride” servicesTraffic finesLibrary finesOrder a smoke alarmCar parking (pay and display)…
mCommercePeople are increasingly shopping through their mobile phones, and becoming comfortable doing so. We can optimise your website for mobile, or create an app for a particular service and enable full and secure payment for services within it.
Copyright Incentivated Limited 2011
Bromley: The London Borough
Mobile parking payment
This service, provided by RingGo, is available in all council-owned pay and display parking areas and car parks. You can pay for parking securely with a credit or debit card rather than using cash at a machine.
The benefits include: extend your parking, wherever you are, by contacting RingGo again; avoid penalty charge notices due to lost or badly displayed tickets; receive a text message when your time is due to expire (charges apply); find parking close to your current location using a RingGo app.
Copyright Incentivated Limited 2011
Ask the public –
mobile surveyConducting surveys via mobile can be a quick and cost-effective way of engaging the electorate and increasing input into authority decision-making
Raise awareness of mobile initiatives
Involve citizens in the consultation process
Generate a database of opted-in mobile numbers for future outbound communication
Survey local residents to improve local engagement
Allow residents to complete surveys at their convenience (not in a rush on the street)
Reach a broader cross-section of the population
Position the authority as an innovative, modern council
Analyse campaign data to provide a clear strategy for subsequent mobile marketing
… and REGISTER TO VOTE (especially for harder to reach/inspire younger voters)
The solutionBusiness need
Case Study: CRM | Shortcodes | Enterprise messagingPublic sector: DCA
1824Collective uses mobile to encourage young people to vote
The campaign comprised a core media mix of:
To raise awareness of London local election.
To target urban youth to encourage voting registration.
Functions
• 88% of 18-24 year olds own a mobile phone*
• Allows instantaneous response• Measurable results using various media
channels to prompt text response
* Source: Ofcom
From: 86222
Thank you: A voting registration form will be sent to you at the following address: 1 Love Lane, 3C2V7JN
Voter Registration forms are requested by texting VOTE plus name, house number and full postcode to 86222 (campaign now closed).
The latest Post Office ‘Postcode Address File’
is used to validate addresses.
• a recorded music track, also available as a ringtone and promotional video;
• radio advertising, posters, flyers and give-aways;
• internet microsite;• voter registration via text message.
Copyright Incentivated Limited 2011
Closing thought
People with smartphones in the world today
plus 4 billion with internet-capable feature phones
At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online.
400m
Copyright Incentivated Limited 2011 www.incentivated.com
Jonathan BassManaging Director
Email [email protected]
@incentivated
Incentivated23 Curtain Road
London EC2A 3LTTel: 020 7392 2323
(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)