Jonathan Dunn - Talking You Down from the Bleeding Edge

“ Talking You Down From the Bleeding Edge: Making Mobile Work for All Communities Jonathan Dunn @JCDUNN [email_address]

Hello, Operator? Image credit: http://www.flickr.com/photos/robertlz/

Who’s Coming To the Party?

Everyone’s Got One of These

And some of us have these….

Mobile Connects http://www.flickr.com/photos/erlingsi/3591256069/ Multiple ways to connect; multiple ways to consume information

Mobile Empowers “ There’s an app for that” http://www.flickr.com/photos/vietninjaxtc/3452437170/

Mobile is…
a powerful tool for identifying , navigating , connecting to and interacting with the world around us
http://www.flickr.com/photos/sooey/3633115048/

Augmented Reality http://www.flickr.com/photos/antjeverena/3327157278/ As a brand using AR, wouldn’t you like: click to call, links to web, push offers, invitations to connect, integrations with social networks?

Augmented ‘Connectivity’ What happens when we can insert personal information into the AR environment?

Mobile Social Networks

Social Networks Made Mobile Take existing network with you, build on what you already have

Mobile Extends

Mobile For Everyone
But if that’s the bleeding edge, what about the lowest common denominator?
http://www.flickr.com/photos/kamshots/193501258/

Spreading the Word SMS has reach & responsiveness

Spreading the Word
News organizations using mobile to gather ‘real time’ from the scene reporting.
Tweets, email, text, picture, video can all be sent via mobile.
The Good/The Bad: Barak Obama spreading speech content via SMS.
During Iran protests, SMS network shut down.

Always Remember…
… mobile is both a set of communication/content tools AND an extension of a real person ‘out in the world’
http://www.flickr.com/photos/fluidforms/3524861901/

What Do Real People Like?
Simplification – make things easier
Value – benefits to me
Stimulation – filling in downtime
Involvement – participation, sense of belonging
http://www.flickr.com/photos/imagesbywestfall http://www.flickr.com/photos/cosmickitty/ http://www.flickr.com/photos/dongkwan/ http://www.flickr.com/photos/eelssej_/

Your Framework
Consider both what tactics are right for your audience and what you can do with them
Aid in documenting and sharing
Aid in discovering opportunities
Aid in facilitating connections
Ensuring you have optimized content

Why Mobile Now
Highly personal, direct channel
Key is getting audience used to engaging with you via mobile
As technology and applications evolve you’ll have conditioned stakeholders to viewing mobile as a content/connection channel

Where Mobile Makes Sense
In media outreach to acquire and inform
At events to engage and document
To drive action and solicit response
http://www.flickr.com/photos/n0seblunt/3408501616/

Acquisition

Information

“ Listen To Me”

Engagement
For brands it’s about purchase consideration
Product alerts
Coupons
Product matching/comparison shopping (image recognition
LBS services
mobile commerce

Engagement
Micropayments, donation
Action tips, inspiration
(SMS, IVR)
Capture content – picture uploads, QIK video streaming

How To Engage Mobile Web Sign up Volunteer Opportunities to Your Phone

What’s Standing In The Way?
Mobile websites can be easily/cheaply built but significant costs for app development
Need for technical partners for shortcode/SMS activations
Nuts & Bolts of integrating streamed/submitted content through to other platforms

Getting Started...
Understand your audience and how they use mobile
Build a mobile list
Launch a mobile website
Build an app if you’ve got the technical chops and budget (or someone willing to do it for you)
Optimize your existing content (i.e. newsletters)

Thank You!
Jonathan Dunn
@JCDUNN
[email_address]

Jonathan Dunn - Talking You Down from the Bleeding Edge

by Refresh Events on Jul 26, 2009

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Jonathan Dunn - Talking You Down from the Bleeding Edge — Webinar Transcript