“ 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/

a powerful tool for identifying , navigating , connecting to and interacting with the world around us

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/

But if that’s the bleeding edge, what about the lowest common denominator?

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.

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/

… mobile is both a set of communication/content tools AND an extension of a real person ‘out in the world’

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_/

Simplification – make things easier

Value – benefits to me

Stimulation – filling in downtime

Involvement – participation, sense of belonging

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

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

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/

In media outreach to acquire and inform

At events to engage and document

To drive action and solicit response

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

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

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

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)

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]

Thank You!

Jonathan Dunn

@JCDUNN

[email_address]