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Andy Steggles: Social Media on the Go: Crafting a Mobile Strategy
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What are the common challenges facing nonprofits looking to develop and adopt mobile efforts? In this session, we'll cover "build or buy," "one app or many," and other issues that are key to ...

What are the common challenges facing nonprofits looking to develop and adopt mobile efforts? In this session, we'll cover "build or buy," "one app or many," and other issues that are key to integrating mobile into your overall efforts, plus look at how SMS, QR codes, and other key technologies can advance marketing and member education.

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  • Apple - initiated the mobile app industry in July 2008 when it launched it's 'App Store'. Within 18 months, 3 Billion apps had been downloaded. 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 and 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 Microsofts.

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

  • 1. 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
  • 2. 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
  • 3. 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.
  • 4. 3G Penetration (+37% y/y)
  • 5. Use Japan as a Model for Mobile Penetration
  • 6.
  • 7. 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.
  • 8. Mobile Survey using Survey Gizmo
  • 9. 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.
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. OUTBOUND SMS- HRC example
    1. Mobile Alert 2. Link to Position 3. Call to Action 4. Sign your name
    5. Other ways to support $$$
  • 15. 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
  • 16. Types of Mobile Apps
    iPhone (iOS4.2)
    Android (2.2)
    Blackberry (OS6)
    Windows Mobile (just merged with Nokia Symbian - think Europe)
  • 17. 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.)
  • 18. SaaS Mobile Membership
  • 19. App Home Screen Directory
  • 20. News | Events
  • 21. Contacts | Profile
  • 22. Discussions/Listserv & Messages
  • 23. Mobilizing for Meetings
    Conference app for your annual meeting…
    And make it profitable!
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31. Measurable Results
  • 32. 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
  • 33. The Future of Apps
    HTML 5
    http://en.wikipedia.org/wiki/HTML_5
    Example: www.nytimes.com/skimmer
  • 34. 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
  • 35.
  • 36.
  • 37. 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?
  • 38. 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.
  • 39. 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.
  • 40. Thank You
    Andy Steggles
    andy@higherlogic.com