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Its Not Your Mother
(In-Laws) Cell Phone:
Developing Mobile Strategy for Jewish Non-Profits
          July 27th 2010 / 16t...
“Can We Talk?”
My name is Justin Oberman.
I am a Creative Designer.
The image is not of me.
AA
Applied Artisans




Thats Me.
Mobile Technology
                     and your non-profits strategy for it (if it needs one)


The Phone Pictured Above Is...
10 Minutes
10 Pointers.
Justin’s Top Ten Tips About Building
  A Non-Profit Mobile Campaign.
1.Understand
What We
Mean By
Mobile.
1.Understand
A. Dumb Phones
B. Smart Phones
C. Tablets
2.Use Wisely.
The Many
Ways 2 Use
A Cell Phone
2.Use Wisely.
A. SMS / TXT MESSAGING
     *information, alerts, fundraising, viral, flash mobs & delivery,
     emergency a...
3.Know Your
Users.
3.Your Users
A. Plethora of Metrics At Your Disposal

B. You Want To Know
   * how long they talk
   *how much they text
 ...
Now A Little Bit About
        Social Networking

“Every Person’s Personal Mobile Contact List is
a fiercely intimate socia...
4.The
Technical
Details. Dont
Sweat It.
4.The Tech
I am not going to lie.
Depending on your
campaign dealing with the
tech and infrastructure can
bring a whole wo...
4.The Tech
Fragmentation
a) Handsets
*Nokia *Motorola *Samsung *Apple *HTC *Sanyo *Ulysee Nardin the list
goes on
b) Opera...
4.The Tech
There are also MVNO’s

Mobile Virtual Network Operator.
Mobile Virtual Network Operator is an organization that...
4.The Tech
Middle Men
a) SMS Gateways
b) Aggregators
c) App Stores
d) Data Speeds/3g & 4g
d) IBPW
5.The Mobile
Phone Is Not
A Computer.
5.Nicht
Computer.
Don’t Treat The Cell Phone Like A Desktop. You Will Loose.

*I already showed you how on a tech and infr...
6. Mobile
Marketing
Requires
Marketing.
6.Marketing
Remember, mobile is only part of your
marketing strategy

A) You gotta take it on and incorporate it
everywher...
7. Ubiquity.
Two main points here.
1. Your Campaign Cannot
Smell Like A Campaign
a) Must Take Into Account Personal Nature of Mobile Ph...
2. Your Mobile Campaign Is
Not A Persuasion Tool, Rather
It Is A Mobilizer of the Already
Persuaded.
a) Must Be Doing Some...
Rusty Bricks iPhone Siddur Application
Kiruv/BT Applications?
    A good opportunity.
8.Don’t Force
and or
Control Your
“Message.”
9. Don’t Trust
Anyone
Claiming
2B An“Expert”
9. “Experts”

    "There are exceptional people out there who are capable
    of starting epidemics.
    All you have to d...
9. “Experts”
    "A nerd is simply someone who thinks exceedingly
    <http://www.iwise.com/uGqSo>inside the box.<http://
...
10. Work
Hard But
Keep It
Simple.
Dogs or
Demons?
Avoid The
Demons.
This Talk Was In The Merit of:




Shmuel Berel ben Yitzak                Chaim ben Avraham
    Meir HC’’M
THANK YOU!
 justin@derechdigital.org

<mailto:justin@obercreative
       .com>twitter:
@obercreative<mailto:justin
  @ober...
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010
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Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010

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Justin Oberman, VP Product Strategy, Cellogic, Director, DerechDigital, Editor, MOPocket.com

Presented at the Future of Jewish Nonprofit Summit, July 27, 2010 in New York, NY. http://fojnp.com

Part of Quickfire: "Judaism 2025"

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Transcript of "Its Not Your Mother (In-Laws) Cell Phone Developing Mobile Strategy for Jewish Nonprofits [Justin Oberman] FOJNP NY 2010"

  1. 1. Its Not Your Mother (In-Laws) Cell Phone: Developing Mobile Strategy for Jewish Non-Profits July 27th 2010 / 16th of Av 5770
  2. 2. “Can We Talk?” My name is Justin Oberman. I am a Creative Designer. The image is not of me.
  3. 3. AA Applied Artisans Thats Me.
  4. 4. Mobile Technology and your non-profits strategy for it (if it needs one) The Phone Pictured Above Is The Ulysse Nardin “Chairman.” A Gold Encrusted, Kinetic Powered, Android Running Fifty Thousand Dollar Cell-Phone And A Perfect Image For A Brief Discussion On Wasting Money On “Hype.”
  5. 5. 10 Minutes
  6. 6. 10 Pointers.
  7. 7. Justin’s Top Ten Tips About Building A Non-Profit Mobile Campaign.
  8. 8. 1.Understand What We Mean By Mobile.
  9. 9. 1.Understand A. Dumb Phones B. Smart Phones C. Tablets
  10. 10. 2.Use Wisely. The Many Ways 2 Use A Cell Phone
  11. 11. 2.Use Wisely. A. SMS / TXT MESSAGING *information, alerts, fundraising, viral, flash mobs & delivery, emergency aid B. Ringtone / Wallpaper C. Applications D. Mobile Web E. GPS / Location Based Services F. Bluetooth /Wifi G. Video H. Adsense / iAd I. Social Networking (get to this later)
  12. 12. 3.Know Your Users.
  13. 13. 3.Your Users A. Plethora of Metrics At Your Disposal B. You Want To Know * how long they talk *how much they text *how much data they use *what apps they use the most *you get the point
  14. 14. Now A Little Bit About Social Networking “Every Person’s Personal Mobile Contact List is a fiercely intimate social network that is larger and more powerful than Facebook and Twitter combined.”
  15. 15. 4.The Technical Details. Dont Sweat It.
  16. 16. 4.The Tech I am not going to lie. Depending on your campaign dealing with the tech and infrastructure can bring a whole world of complications.
  17. 17. 4.The Tech Fragmentation a) Handsets *Nokia *Motorola *Samsung *Apple *HTC *Sanyo *Ulysee Nardin the list goes on b) Operating Systems *iPhone, Windows, Palm, Symbian, Android, Java, Blackberry, Kricket c) Carriers *Verizon, AT&T, Sprint, T-Mobile, Metro PCS, MVNO’s, Local carriers... the list goes on. *The networks in the U.S are split between GSM (AT&T & T-Mobile) & CDMA (Verizon and Sprint) *On top of this each person has a unique plan with various features turned on or off. * International cohesion of a campaign varies as well. What does this effect?
  18. 18. 4.The Tech There are also MVNO’s Mobile Virtual Network Operator. Mobile Virtual Network Operator is an organization that buys minutes and services wholesale from an existing carrier (or carriers) and resells them under its own brand. They fill in the gap for niche markets that the bigger carrier they are riding on cant get cause they don’t offer the right kind of plans, phones or services. Helio and Amdt were MVNO’s. Boost is an MVNO under Sprint. Is there an opportunity for a Kosher Phone MVNO?
  19. 19. 4.The Tech Middle Men a) SMS Gateways b) Aggregators c) App Stores d) Data Speeds/3g & 4g d) IBPW
  20. 20. 5.The Mobile Phone Is Not A Computer.
  21. 21. 5.Nicht Computer. Don’t Treat The Cell Phone Like A Desktop. You Will Loose. *I already showed you how on a tech and infrastructure level the cell phone is a whole different beast *SMS is not Email. Even Email on a mobile device has become different than email on a desktop/laptop. C. Applications
  22. 22. 6. Mobile Marketing Requires Marketing.
  23. 23. 6.Marketing Remember, mobile is only part of your marketing strategy A) You gotta take it on and incorporate it everywhere. B) Mobile is now a brand property. C) Must Be Educational (how are we going to get people to put it on their phone or send a text message) E) It must look good, match your brand and be “designed” professionally.
  24. 24. 7. Ubiquity.
  25. 25. Two main points here. 1. Your Campaign Cannot Smell Like A Campaign a) Must Take Into Account Personal Nature of Mobile Phone b). People Use Mobile the Same Way They Snack c)Must always be relevant to person no matter what their surroundings 7. Ubiquity.
  26. 26. 2. Your Mobile Campaign Is Not A Persuasion Tool, Rather It Is A Mobilizer of the Already Persuaded. a) Must Be Doing Something For the People Already Following You With Passion b). Make It Easy To Make Viral c) loose some control 7. Ubiquity.
  27. 27. Rusty Bricks iPhone Siddur Application
  28. 28. Kiruv/BT Applications? A good opportunity.
  29. 29. 8.Don’t Force and or Control Your “Message.”
  30. 30. 9. Don’t Trust Anyone Claiming 2B An“Expert”
  31. 31. 9. “Experts” "There are exceptional people out there who are capable of starting epidemics. All you have to do is find them." — Malcolm Gladwell (The Tipping Point)
  32. 32. 9. “Experts” "A nerd is simply someone who thinks exceedingly <http://www.iwise.com/uGqSo>inside the box.<http:// www.iwise.com/uGqSo>" "Probability and expectation are not the same. Its probability and probability times the pay off." "The more data we have, the more likely we are to drown in it.<http://www.iwise.com/uGqSo>" "Things always become obvious after the fact" — Nassim Nicholas Taleb (Black Swan)
  33. 33. 10. Work Hard But Keep It Simple.
  34. 34. Dogs or Demons?
  35. 35. Avoid The Demons.
  36. 36. This Talk Was In The Merit of: Shmuel Berel ben Yitzak Chaim ben Avraham Meir HC’’M
  37. 37. THANK YOU! justin@derechdigital.org <mailto:justin@obercreative .com>twitter: @obercreative<mailto:justin @obercreative.com> Shoki: The Demon Slayer

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