non-profit workshop - mobile strategy
DESCRIPTION
How to create a mobile strategy. Presentation delivered to non-profits but really applies to anyone. Very little NPO-specific stuff in here.TRANSCRIPT
Creating a Mobile StrategyKelly McIvor@kjmcivor
October, 2011
“Mobile marketing is no longer something companies need to try – it's something they need to do.”
Contents
• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy• Technology Choices• Integration Planning• Selecting a Vendor
Creating a Mobile Strategy
The State of Mobile
• # of American adults (13+) with a mobile phone: 234 million2
• % mobile-only households: 271
• % who use text-messaging: 712
• % who access the web: 422
• % of smartphones: 402
• % of smartphone users who access the web at least daily: 783
1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011
Creating a Mobile Strategy
Types of Mobile Media
• Reach • Ease of implementation• User-experience
Creating a Mobile Strategy
SMS / Text-Messaging
• Short Codes •5-6 digits•Domestic
• Long Codes•10+ digit•Domestic & International
• Build a database • 95% mobile phone reach• Consistent user-experience
Creating a Mobile Strategy
MMS(Multi-Media Messaging Service)
• Barcodes/QR Codes • Images• Video
• Richer user-experience• Spotty user-experience• Medium reach
Creating a Mobile Strategy
Mobile Web
• Define your purpose• Auto-detect mobile device • Content is key• Medium Reach (but growing)
Creating a Mobile Strategy
Downloadable Applications
• Very interactive• Complex delivery• Expensive development• Low/Medium reach
Application Marketplaces• Apple, Android, Rim, Windows, Nokia
Creating a Mobile Strategy
IVRIntegrated Voice Response
• 100% reach• Instant response• Interactive • Develop a database
Creating a Mobile Strategy
Mobile Advertising
• Banner Ads• Mobile/WAP sites• In-game or in-application• Landing Pages
• SMS• End-of-message Tags• Full message
• Advertising Networks• Direct to mobile site owner
Creating a Mobile Strategy
ApplicationMobile WebSMS
SMS
QR Code
Advertising
NFC
Mobile Web
Content
Dis
covery
Creating a Mobile Strategy
The Mobile User-Story
Target.com vs. m.target.com
" ...the mobile use case is about either urgent need-to-know or impulsive want-to-have data.“ - Steve Smith, Media Post: Mobile Insider
Creating a Mobile Strategy
Developing a Mobile Plan
• Set your objectives
• Understand your audience
• Define the strategy
• Choose the mobile media
Creating a Mobile Strategy
Set your objectives
• Primary and secondary objectives• Increase donations• Reduce costs• Recruit volunteers• Increase advocacy
• Measurable
• Consider a phased approach
Creating a Mobile Strategy
Understand your audience
• Current vs. Desired
• Mobile profile• Devices• Activities
• Demographics
• Historical patterns
Creating a Mobile Strategy
Mobile Technographics: Understanding The Connected Consumer
September 2010 “US Mobile Technographics®: 2010”
Define the mobile strategy
• Who do you want to reach?
• What do you want to offer?
• What is your level of commitment?
Creating a Mobile Strategy
Choose the mobile media
• Based on your audience
• Short-term vs. Long-term
• Device and platform features required
Creating a Mobile Strategy
Integration
• Mobile should be a part of a larger strategy• Strong Call-to-Action• Compelling and valuable
Potential integration points• Web site• Printed material• Social Networks• Email newsletter
Creating a Mobile Strategy
Selecting a vendor
• Strategy Development/Consulting
• Media Specialists (e.g. apps, SMS, Web)
• Development shops
Look for: • depth of expertise (how long in mobile)
• breadth of knowledge (which aspects of mobile)
Creating a Mobile Strategy
Selecting a vendor
Self-Service Platforms
• Does the platform support the needed features?
• Who will operate/use the platform?
• What skills are required?
Creating a Mobile Strategy
