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Effective Mobile & Social Media Marketing Strategies - Handout Reference Materials
 

Effective Mobile & Social Media Marketing Strategies - Handout Reference Materials

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    Effective Mobile & Social Media Marketing Strategies - Handout Reference Materials Effective Mobile & Social Media Marketing Strategies - Handout Reference Materials Document Transcript

    • Learning Lab: Effective Mobile & Social Media Marketing Strategies Hub Tag: #MMCConls4 April 27, 2011 2:30-3:45pm Michele Sullivan Kathleen Simpson Kelly FlowersAll contents copyright 2011, ASAE, except noted selections which have been reprinted with permission of the copyright owner.
    • Mobile Survey of Member Usage Three Association ExamplesSource: Jeanne Martinez, Online Services Administrator International Legal Technology Association (ILTA)1. From the following list, please select the closest match of the smartphone that you currently use:  Android smartphone (e.g., Droid, Galaxy, Incredible)  Apple - iPhone 3G or 3G S  Apple - iPhone 4  RIM - BlackBerry Bold (9780)  RIM - BlackBerry Curve  RIM - BlackBerry Pearl  RIM - BlackBerry Storm (9550)  RIM - BlackBerry Style (9670)  RIM - BlackBerry Torch (9800)  RIM - BlackBerry Tour (9630)  Palm - Pre or Pre Plus  Windows Mobile Smartphone (e.g., Moto Q, Blackjack, Palm Treo)  Windows Phone 7 (e.g., Samsung Focus, LG Quantum)  Other, please specify2. To the best of your knowledge, what device do you anticipate having and using as your primary smartphone later this year (e.g., at the time of our mobile app launch in August)?  Same Device I Have Now  A New Android Smartphone  A New Apple iPhone  A New BlackBerry Smartphone  A New Windows 7 Smartphone  Undecided / Unknown  Other, please specify3. Do you currently use a tablet? If you do, please let us know the primary or preferred tablet device that you use. If you are fairly certain of a future purchase of a particular tablet, feel free to specify that and/or use the "Other" field.  Apple iPad  Apple iPad 2  Blackberry Playbook  Motorola Xoom  Samsung Galaxy Tab  Viewsonic Viewpad  Other, please specify 1
    • 4. Do you anticipate using our mobile app to access our Connected Community?  Yes  No  Unknown / Undecided5. Optional comments are welcome.Source: Tom Jelen, Director of Online Communications American Speech-Language-Hearing Association (ASHA)1. Do you regularly access the web using a mobile device?  Yes  No1a. If YES, what type of mobile device(s) do you use to access the web?(select all devices that you use)  Android  Blackberry  iPad or other tablet device  iPhone  iPod  Nokia (SymbianOS)  Palm (webOS)  Windows Mobile  Other (please specify)1b. If you do NOT regularly access the web using a mobile device, what explains your lack of access?(select all that apply)  I do not own a mobile device  I cannot access the web with my mobile device  A data plan is too expensive  It’s too hard to use most websites  I prefer to access the web on a larger screen  Other (please specify) 2
    • Source: Kristi Donovan, Senior Director, Professional Affairs Association of University Programs in Health Administration (AUPHA)For what purposes do you use the following devices: Smartphone or Tablet Smartphone TabletFor personal callsFor professional callsFor personal emailFor professional (work-related) emailFor teaching in the classroomFor teaching onlineFor surfing the internetFor connecting with friends and familyFor connecting with colleaguesOther, please specify: 3
    • Comparison Table: Native App vs. Web App vs. Mobile Web SiteAuthor: Janine Warner, author of “Mobile Web Design For Dummies,” formerly of CNET (the speakers have no connection to this company other than liking their chart)Source: www.digitalfamily.com/mobile/app-v-web-Chart.htmlIf you want to… Your best option is a ... Native App Web App Mobile Web SiteIf you want to ... Native apps must be downloaded from the Highly interactive web- To reach the broadest iTunes Store, the Android Market, the based programs, such as the audience (an estimatedHave it all, Amazon Appstore, or a similar service. reservation system at 8,000+ devices), there arecreate a native American Airlines (aa.com), two main approaches toapp, a web app, Native apps play locally on an iPhone, iPad, provide app-like mobile web design:and web site or other device. That means they execute on experiences from a web site. 1. Create one simplified 1
    • your system not on a remote web server. Web apps play in a web design with HTML and CSS browser over a network (for that displays even on older,Hint: The lines In general, native apps provide the most example: wifi or 3G). feature-limited cell phones.between these options for rich media and interactivity.three options are Web apps require advanced 2. Invest in a complexblurring ... programming skills. system of device detection and content adaptation to send just the right version of your site to each cell phone or other device based on screen size and other features. (Note: most web apps also take this approach.)If you want to ... Nothing compares with a native app when it You can provide advanced If you want to reach the comes to creating race car games that let you interactivity with web apps. broadest audience usingCreate high- "drive" the car by tilting your iPhone or iPad mobile devices, you eitherend interactive back and forth. Just use Safari on an iPhone need to keep your designsgames or other to view Facebook, Twitter, simple and limit therich media with Accessing the accelerometer, location Amazon.com AA.com, and interactivity andadvanced detection, and other advanced features often many other sites and youll multimedia.interactive requires a native app. see that you can use a webfeatures ... app to manage reservations, Or you need to create protect banking multiple versions of your information, and more. site, sending the rich media version only to high-end devices, such as the iPhone, iPad, and new Android devices.If you want to... Most apps require a relatively high-speed Web apps require users to All web sites require some connection or a long wait for the initial be connected, but if done connection to access them,Reach people download. well, they dont require a but its now possible to useanytime, very fast connection and offline caching to download 2
    • anywhere, your After an App is downloaded, some can play they can be updated in real pages from a Web site to bebest option is ... anywhere, anytime, but many apps are time very efficiently. viewed offline later on an designed to download additional information, iPhone/iPad and some such as GPS coordinates or news updates, All web apps essentially run other devices. and require a connection for the latest a program on a remote web information. server. Kill that connection, You can even create an icon and you get nada. for your web site so visitors can view your site as easily as they launch a native app.If you want to... Most native apps require a relatively high- Web apps require users to All web sites require some speed connection or a long wait for the initial be connected, but if done connection to access them,Reach people download. well, they dont require a but its now possible to useanytime, very fast connection and offline caching to downloadanywhere ... After an app is downloaded, some can play they can be updated in real pages from a web site and anywhere, anytime, but many apps are time very efficiently. view them offline later on designed to download additional information, an iPhone/iPad and some such as GPS coordinates or news updates and All web apps essentially run other devices. require a connection for the latest a program on a remote web information. server. Kill that connection, You can even create an icon and you get nada. for your web site so visitors can view your site as easily as they can launch a native app.If you want to... When you develop apps you have to create a If youre focused on the The best way to reach the version for each operating system. That latest in tablet and touch broadest audience with thePublish to means a different version for each of the screen devices, you can do a least effort and resources ismany devices following: lot with a web app. to create a relatively simpleat once ... web site that can be If you want to reach the displayed on most of the  Apple iPad / iPhone devices that can access the broadest audience, youll  Google Android Droid want to deliver just the right Web.  Blackberry version to each device using device detection and For more complex web 3
    • content adaptation. design and multimedia,  Windows Mobile consider using device  and more ... detection and content adaptation.If you want to... At the high end, you can easily spend Most web apps are built by Creating a simple web site hundreds of thousands of dollars developing a team of programmers and is by far the mostSpend as little rich-media interactive apps, especially when other specialists. Sites like inexpensive option.money as you factor in all the video, animation, and Gmail and Twitterpossible ... other assets that make games and other represent hundreds of Anyone with a background applications visually appealing -- and thousands of development in HTML and CSS can learn popular. hours. to create a simple mobile web site (especially if you Creating an app for the iPhone or iPad can At the entry level, you can buy our book Mobile Web cost anything from a few thousand to create many rich web app Design For Dummies). hundreds of thousands of dollars depending features with JavaScript, on the complexity. jQuery, or jTouch. At the Youll also find many high end, you can do almost resources online for anything these days if you creating mobile sites. For have the time, budget, and example, you can add programming chops. specialized themes to WordPress to make your blog mobile friendly at no additional cost. 4
    • Mobile App versus Mobile WebsiteAuthor: DudaMobile is privately owned and based in Mountain View, CA (the speakers have no connection to this company other than liking their chart)Source: http://blog.dudamobile.com/mobile-web-vs-mobile-apps Mobile App Mobile Website Application designed to run on a specific mobile Website created specifically for mobile devices – device – download and installation required accessible through mobile browsers, no download or installation requiredPortability Needs to be developed for each platform (iPhone, Common platform – some solutions enable you BlackBerry, Android, Palm and the list goes to develop once and run on all web-enabled on…) mobile devicesHyper Links It is possible to link to an app but since most Possible to provide links to different pages on users will not have the app installed, the most your mobile site and to link from your mobile effective way is to link to the download page for site to other websites this app. It is possible to link from an app externally to other websitesDiscoverability Most apps don’t achieve critical success and fade People can find your site by using any of the into the world of anonymity. You will need a very search engines and via links from other websites, well defined strategy to break into the top list for blogs, Twitter and links embedded in emails. A your category in order to make it (AdWhirl good marketing strategy can definitely increase estimates $1875 per day advertising budget can the number of visitors, especially if it is viral. get you there , Pinch Media says the impact of being in the top 100 is a daily increase of 2.3x in 5
    • the number of users)Distribution & At the mercy of the App Store police in regards to Anyone on the web has access to your mobile siteMarket Size availability of your app and approvals to get it in. Requires users to download – huge barrier to entry. Limited to the number of users on the released platformUsage of Able to use all device capabilities (GPS, camera, It is possible to use features like GPS, offline dataDevice voice, RFID, address book, calendar, etc.) storage and video from within mobile websitesCapabilities using the latest mobile browsers which support HTML5. Access from the web to some native capabilities of mobile devices is still limited due to security and privacy concerns (e.g. access to address book or calendar)Supportability Difficult to support and maintain after app is Easier to support and maintain as developer has& downloaded. Every new release with bug fixes complete access to the siteUpgradeability requires going through the entire approval process of the app store. No need to upgrade, all users see the latest version After new version of application is placed in the store, it requires all existing users to upgrade in order to get it- big barrierEntry Costs some app stores charge extra fees for publishing None or certifying your app (Apple charges developers $99 and enterprises $299, RIM charges $200 )Revenue Share Need to share sales revenue with the app stores It’s all yours (Apple takes 30%, RIM takes 20%) 6
    • User Full control of User Interface Limited to the capabilities of HTML/CSS. UserExperience experience will largely depend on how the mobile website is designedPerformance Able to achieve high performance through app Performance will largely depend on how the code that runs locally on the device mobile website is designedOffline Possible HTML5 enables it to some extent, but isBrowsing supported only on selected devices 7