Andy Steggles: Social Media on the Go: Crafting a Mobile Strategy

Social Media for
Non-Profits
Twitter Hashtag: #SM4NP
Social Media on the Go: Crafting a Mobile Strategy
By Andy Steggles
Aug 3rd, 2011 from 11.10am to 11.40am

Agenda
Mobile Stats – what to expect and when?
What does mobile encompass?
Types of mobile apps
Device Considerations
Future of Mobile (using Japan as a model)
Example of a SaaS mobile app
Example of a custom built app
Mobile Benefits
Measureable results
How to build an app
The future of apps

App Stores
Apple :
3 Billion apps downloaded in 18 months
There are over 300,000 apps available in the App Store
Android :
Google purchased the Android O/S in 2005
Its mobile app store is known as the Android Market
As of Dec 2010 has approx. 200,000 mobile apps
Blackberry
A latecomer to the app market but now sells apps via Blackberry's App World
10,000 apps were listed at the store as of Sept 2010
Daily app downloads are approx. 1.5m.
Microsoft
Created an app store called Windows Phone
Microsoft joined forces with Nokia's Symbian which is big in Europe.
The Symbian O/S is being replaced with Microsoft's.

3G Penetration (+37% y/y)

Use Japan as a Model for Mobile Penetration

What Does Mobile Encompass?
Mobile is not just about Apps
QR Codes/Microsoft Tags
SMS/Text Messenging
GPS V.2 (Global Positioning Satallite)
NFC (Near Field Communication)
Mobile affects every department and will soon be its own significant line item in your budget.

Mobile Survey using Survey Gizmo

Example of how mobile affects everyone
What is your notification vs. opt-out/in strategy? Have you considered:
How text/sms comes into the picture?
Discussion group messages?
Regular email communications
Notifications within native mobile apps
Member to Member messages
Community Invitations
Etc.

SMS – Short Message Service
Commonly referred as
Text Messaging
Common Short Code Messaging
Shared Code Messaging
Mobile messaging
Wireless messaging
short mail
Parameters
160 character message limit
FUN FACTS
Accessible by >97% of US mobile subscribers
Over 7 Billion texts are sent each day

INBOUND SMS OR CSC
Common Shortcode-based text messaging
Using a 5 or 6 digit code (ex. 90999
users send a text with a
keyword like “ALIVE”)
Shared Shortcode or Dedicated
Shortcode
Short Code Registry-
www.USshortCodes.com
www.textmarks.com
www.mobilegiving.org

Case Study MOMA membership drive
Objective: to use mobile to generate interest in MoMA and leads for membership conversions
Reason: to offer another method for people to communicate with the museum
Target audience:
YPs (25-40) based in NYC

MOMA membership drive
How it worked:
“Text MoMA4 to 30241”
A response was sent requesting the user’s email address to get the special offer
An email was sent with links to 2 special offers for membership

OUTBOUND SMS- HRC example
1. Mobile Alert 2. Link to Position 3. Call to Action 4. Sign your name
5. Other ways to support $$$

Native App Benefits
Great user experience due to flexibility in design
Does not need a connection
Can leverage all the device features (webcam, GPS, microphone, file system etc)
Can be sold via a marketplace with very simple, easy search options i.e. easy for the consumer to locate
Faster and greater performance
Does not need to run in a browser and can handle CPU intensive tasks

Types of Mobile Apps
iPhone (iOS4.2)
Android (2.2)
Blackberry (OS6)
Windows Mobile (just merged with Nokia Symbian - think Europe)

Device Considerations
Apple has a lot of control since it produces its own phone and O/S.
Android is an open source O/S and different manufacturers have different designs/screen sizes etc. such as Motorola, Samsung etc.
Blackberry also has a lot of different devices to content with (BB Storm has a touch screen etc.)

SaaS Mobile Membership

App Home Screen Directory

News | Events

Contacts | Profile

Discussions/Listserv & Messages

Mobilizing for Meetings
Conference app for your annual meeting…
And make it profitable!

Measurable Results

How to Develop an App?
Identify your goals (Conference, Directory, Mentoring etc)
Understand your integration requirements
Ask you provider (AMS vendor, Registration vendor etc)
Compare off-the-shelf with build it yourself options
Recognize new revenue opportunities
Explore the cost options involved. Example:
Off-The Shelf:
$3k to $15k for a Conf App (per event)
Small Org: $2500 per year (Member App)
Medium Org: $6k per year (Member App)
Large Org: $12k per year (Member App)
Build it Yourself:
Simple App: $10k per device
Advanced App: $100k per device

The Future of Apps
HTML 5
http://en.wikipedia.org/wiki/HTML_5
Example: www.nytimes.com/skimmer

Other Mobile Considerations?
SMS/Text Messaging
QR Codes
Print Media
Short URLs
Do Not Use on Web/Email
How to tie print and online media together
Near Field Communications (Next big thing!)
GPS (part 2)
HTML 5

Mobile Strategy Question
Your planning for your annual conference and you want to creatively blend in-person and online networking together by using mobile as an enabler…how could you do this?

Answer
The following is an example of how you can blend traditional in person networking, using QR codes and mobile, to promote/enhance your online member experience.
Print QR Codes on attendee badges
Every QR Code links directly to the attendee online profile
The link in the QR code contains an action command i.e. initiate friend request from me, to the person I’m scanning
The link tags the person as “Connected at AICPA Interchange 2011”
The profile of the person displays, respecting their privacy settings.

Action Plan:
What are you trying to achieve?
Interview and Education each department about the potential with mobile.
Put together a wish list from all departments and then prioritize.
Speak to your vendors to understand what they can offer in terms of a mobile solution.
Research external use i.e. what are your members using (devices and apps) to better understand opportunities.
Educate your members on why mobile is important to them and how it is changing the way we do business.
Hire a mobile strategy consultant to help with the above and to put together a mobile strategy plan to use as the business case for any potential investment in mobile.

Thank You
Andy Steggles
andy@higherlogic.com

Andy Steggles: Social Media on the Go: Crafting a Mobile Strategy

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