Mobile Engagement
for Your Community
May 27, 2014
Amy Gahran
amy@gahran.com
@agahran
Amy Gahran
@agahran
amy@gahran.com
2
Do you want to reach
your community?
They’re on their
phones!
Mobile is everywhere!
4
Pew Internet: U.S adults, Jan 2014
• 90% have a cell phone
• 58% have a smartphone
• 32% own an e-reader
• 42% own a table...
US: 68% of all cell phones
are smartphones
(comScore, Feb. 2014 data)
6
7
8
9
10
11
12
13
14
Get to know your local geeks!
15
Adopt a mobile mindset
DARE: Try using your
smartphone and/or tablet for
EVERYTHING!
...for one week.
(even just a day or ...
You don’t have time to treat
mobile as an afterthought
17
Mobile = Primary Use Case
ASSUME that MOST of your
audience/community is on
mobile devices, at least
sometimes.
18
19
Dude, where’s my community?
Mobile is taking over the internet
20
“Nearly 2/3 of cell phone
owners use their phone to go
online.
One in five cell owne...
The future is here.
It just isn’t evenly distributed yet.
21
U.S. Hispanics & Digital Divide
• Least likely ethnic group to use internet
overall. 1/4 don’t go online at all.
• But: MO...
Other cell-mostly demographics
• Young adults aged 18-29: 50%
• Didn’t complete high school: 45%
• Households earning >$30...
Mobile web: Not just for the
disadvantaged!
24
Most mobile-connected groups
• Asian Americans -- by far!
• Households earning $150K+ /year
• College graduates (or some c...
???
26
What makes a killer mobile
project?
ASK YOUR COMMUNITY!
(well, sorta...)
27
Local Mobile Market Research
bit.ly/mobilelocalsurvey
• Short, easy to do: 8 questions
• Not demographics!
• Devices, acce...
Which parts of YOUR
digital engagement strategy
should be mobile?
29
ALL OF IT!!!!
Where to start?
30
“Native” app drawbacks
• Software project = expensive!
• Platform-specific
• App store approval (Apple)
• Create awareness...
5 mobile
engagement ideas
32
1. Mobile-friendly website:
Core of mobile strategy
Inbound links = Engagement!
33
Planned
Parenthood
mobile site
34
35
36
Responsive web design
37
Responsive website design
• Qz.com
• OaklandLocal.com
• mashable.com
38
Alternative: Adaptive Web
Design
39
Always link to
mobile-friendly pages
Check out your website
on your phone!
40
2. Mobile (UN)friendly e-mail
41
Mobile-FRIENDLY e-mail
42
3. Mobile social media
43
4. Mobile Web app
44
45
5. Native app: Voto Latino
46
PDF=
Pretty Darn
Frightful!!!
(on mobile)
47
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  • By end of year, will be 75%
  • This is the stereotype about how cell phones affect society.

    I beg to differ.
  • You may think this woman is just messing around with her cell phone, probably doing something stupid on FB, right?

    Right. And the phone # is clickable on a mobile device. These are phones, after all.
  • Mobile phones: key to community info & engagement during Boulder floods

    They had a downloadable version of this, too.
  • Supporting local news is important, but

    Local mobile engagement is for more than local news

    It’s great for spreading the word about local events
  • Or opportunity
  • Or telling local stories, by local people
  • Or spreading awareness of cool programs — and raising money or other support for them.
  • Startup week
    Data geeks
    meetup.com
    Tech meetups
  • And notice how you FEEL about it. Keep notes.

    Joy, frustration, etc.
  • It’s already here. So Put it right up front. Lead with it. Make it part of everything you do.

    Because if most of your planning and resources are going into a website meant to be accessed via computer....
  • Design mobile-first now. Get ahead of the game. You know it’s going there anyway.

    Don’t wait until your metrics start to show a ton of mobile traffic. That’s too late. You’re already missing out!

    VERY LEAST: Have a mobile landing page for everything important that you do.
  • This is what your digital audience will increasingly look like.
  • Cell-mostly internet access
  • Pew research, all from Sept. 2013
  • Pew Internet, Sept. 2013
  • Pew Internet, Sept. 2013,

    Data for people who own smartphones and/or tablets

    DONORS!!!
  • When you get some answers to these questions, you understand which device types to target first, and which services (esp. social media) to include as part of your mobile strategy.
  • What part of your digital engagement strategy does mobile fit into?
  • Now that you’re ready to plan your mobile strategy, what comes first?

    You need an iPhone app, right?

    NO!!!!
  • This is where you want to start: A mobile-friendly website. Action-oriented.

    This is how plannedparenthood.org looks on a smartphone web browser.

    Very action focused

    People click a link from anywhere, and it launches. They don’t need to find, install or launch anything.

    Easier and cheaper to develop. Works on any mobile device.

  • You don’t need to build a native app to deliver really cool, useful functionality

    “near me” button triggers OS location permission request

    Database returns results

    NO TYPING!
  • This is what the full site of Planned Parenthood looks like -- on my laptop

    Here’s what their full site looks on my cell phone.

    If they weren’t mobile friendly, their efforts to serve women would be dead in the water.
  • Separate theme delivered to mobile devices. OK if site is very complex, or you can’t do a full redesign yet.

    Not as good long-term as responsive. Splits metrics.
  • What do you see?
  • Here’s what mobile-friendly e-mail looks like.
  • Social media is another popular mobile activity.

    USE EVENTS TO JUMPSTART: CO Health Fdn launched Instagram channel at 2013 Health Symposium — photo booth to capture insights.

    Obviously, share mobile-friendly links via social media whenever possible
  • Twitter.com, YouTube.com: mobile web apps
  • This is a great end use for data-driven community resources.
  • Sometimes an app really does make sense.

    This Integrates with FB login

    Stores info offline, built-in newsfeeds, videos

    handy for voters to take to the polls
  • What NOT to do…
  • Mobile Engagement for Your Community

    1. 1. Mobile Engagement for Your Community May 27, 2014 Amy Gahran amy@gahran.com @agahran
    2. 2. Amy Gahran @agahran amy@gahran.com 2
    3. 3. Do you want to reach your community? They’re on their phones!
    4. 4. Mobile is everywhere! 4
    5. 5. Pew Internet: U.S adults, Jan 2014 • 90% have a cell phone • 58% have a smartphone • 32% own an e-reader • 42% own a tablet computer 5
    6. 6. US: 68% of all cell phones are smartphones (comScore, Feb. 2014 data) 6
    7. 7. 7
    8. 8. 8
    9. 9. 9
    10. 10. 10
    11. 11. 11
    12. 12. 12
    13. 13. 13
    14. 14. 14
    15. 15. Get to know your local geeks! 15
    16. 16. Adopt a mobile mindset DARE: Try using your smartphone and/or tablet for EVERYTHING! ...for one week. (even just a day or two) 16
    17. 17. You don’t have time to treat mobile as an afterthought 17
    18. 18. Mobile = Primary Use Case ASSUME that MOST of your audience/community is on mobile devices, at least sometimes. 18
    19. 19. 19 Dude, where’s my community?
    20. 20. Mobile is taking over the internet 20 “Nearly 2/3 of cell phone owners use their phone to go online. One in five cell owners do MOST of their online browsing on their phone.”
    21. 21. The future is here. It just isn’t evenly distributed yet. 21
    22. 22. U.S. Hispanics & Digital Divide • Least likely ethnic group to use internet overall. 1/4 don’t go online at all. • But: MOST likely to go online via smartphone! • Nearly 70% of Hispanic adults access web or e-mail from their phones. • 60% say their phone is their PRIMARY form of internet access. 22
    23. 23. Other cell-mostly demographics • Young adults aged 18-29: 50% • Didn’t complete high school: 45% • Households earning >$30K/yr: 45% • Non-Hispanic blacks: 43% • Households earning $30-$50K/year: 39% 23
    24. 24. Mobile web: Not just for the disadvantaged! 24
    25. 25. Most mobile-connected groups • Asian Americans -- by far! • Households earning $150K+ /year • College graduates (or some college) • People under 30, esp. 16-17 (30-49 not far behind!) 25
    26. 26. ??? 26
    27. 27. What makes a killer mobile project? ASK YOUR COMMUNITY! (well, sorta...) 27
    28. 28. Local Mobile Market Research bit.ly/mobilelocalsurvey • Short, easy to do: 8 questions • Not demographics! • Devices, access behavior • Actionable info: Which mobile channels to use first? • 25-50 every 6-12 months • Yes, mobile changes that fast 28
    29. 29. Which parts of YOUR digital engagement strategy should be mobile? 29 ALL OF IT!!!!
    30. 30. Where to start? 30
    31. 31. “Native” app drawbacks • Software project = expensive! • Platform-specific • App store approval (Apple) • Create awareness, encourage downloads • 75% get opened 2X or less! • Maintenance & updates 31
    32. 32. 5 mobile engagement ideas 32
    33. 33. 1. Mobile-friendly website: Core of mobile strategy Inbound links = Engagement! 33
    34. 34. Planned Parenthood mobile site 34
    35. 35. 35
    36. 36. 36
    37. 37. Responsive web design 37
    38. 38. Responsive website design • Qz.com • OaklandLocal.com • mashable.com 38
    39. 39. Alternative: Adaptive Web Design 39
    40. 40. Always link to mobile-friendly pages Check out your website on your phone! 40
    41. 41. 2. Mobile (UN)friendly e-mail 41
    42. 42. Mobile-FRIENDLY e-mail 42
    43. 43. 3. Mobile social media 43
    44. 44. 4. Mobile Web app 44
    45. 45. 45
    46. 46. 5. Native app: Voto Latino 46
    47. 47. PDF= Pretty Darn Frightful!!! (on mobile) 47
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