Mobile Tips for Associations

Associations on the Go Tuesday, March 9, 2010 10:00 a.m.-11:15 a.m. Peter Hutchins, VP Knowledge Initiatives Amy Hissrich, Director, Web Strategies Connecting Great Ideas and Great People www.asaecenter.org

Overview
Define the landscape
Tips and best practices
How mobile is being used –including by associations

New tools, same rules
Goals and objectives
Target audiences
Measures for success
Alignment to organizational strategy
Like web, mobile crosses departments
Mobile: A Concept Change

PCs and mobile phones are used differently
Context matters
Mobile is personal
Barrier to participation is different
Focus on the visitor’s goals
What tasks are they most likely to perform via a mobile device
Mobile: A Concept Change

Defining the Landscape: Device Adoption
Smart Phones & PDAs: 173.6 Million devices sold in 2008
eReaders: By the end of 2010, industry experts predict, 10 million people will be carrying e-readers.
Source: iSuppli 2008 and Washington Post

Smart Phones: Which Ones Matter?

Browser-based access via a mobile device
Primarily device neutral
Can leverage device specific functionality
Standard X/HTML, CSS, etc.—HTML 5
More mobile web users than desktop web users for the first time in 2008
The Mobile Web Source: International Telecommunications Union, Oct 2009

Access

Context in Detail

Keep it simple and focused
Optimize images—and use images sparingly
Detect and redirect to the mobile site
Use Correct Markup
No Flash—for Now
Building a Mobile Site—10 Tips

6. Research screen sizes
7. Link to the full version
8. SEO—fewer words
9. Support customization/personalization
where applicable
10. Test early and often
Building a Mobile Site—10 Tips

Mobile Screen Resolutions

Google Optimizer
http://www.google.com/gwt/n
Skweezer http://www.skweezer.com
Test iPhone: http://testiphone.com/
Mobile Web Tools

Ready.Mobi

Association Examples
Association Apps/sites are held to the same standard as main news and best selling apps—visitor experience, etc.

Examples: ABA Journal Advertising area Link to full site Limited Nav ABA : American Bar Association

Examples: ABA Marketplace dot mobi top level domain TXT integration ABA : American Bus Association

Examples: Conference Hubs Social Media integration and community

Software designed to run on specific platforms
Popular platforms include Symbian, Java ME, Andriod, BlackBerry, iPhone OS,
Mostly Java, C, or Objective C based
Several App Builders on the market
Mobile Applications

Smart Phones: Which Ones Matter?

Popular Apps

What are people buying?

Mobile Apps Factors for Consideration
What is the purpose of the app and how does it differ from a mobile version of your website?
How will the app benefit your members?
Are you using a product that has a mobile app version? If not, is it in the development plans?
Can you benefit from an off-the-shelf app builder?

Mobile Apps Factors for Consideration
Will you charge for your app or specific functionality within the app?
Will your app be members only?
Is there a role for video?
Are you ready for public reviews?

Examples: AHA CPR Application
“ I had an app that had pre-downloaded all this information about treating wounds. So I looked up excessive bleeding and I looked up compound fracture. So I knew I wasn’t making mistakes, That gave me confidence to treat my wounds properly.” ~ Dan Woolley, Haiti Survivor Earthquake
Video Integration

Examples: My C.A.R. Members Only

Examples: CES Expo App Charged for the app

Off the Shelf Mobile App Builders Stand alone products no coding required Development frameworks require HTML, Ruby but not Objective C! $20/$500 plus possible monthly fees; these are not endorsed by ASAE & The Center Sweb Apps: Has a non profit button set Build and App: Multi-device w/ calendar, etc Kanchoo: Focuses on news/content App Maker: RSS feeds and social media Rhomobile PhoneGap

SMS/Text Messaging
Short messages usually between two private mobile phones
In 2008 approximately 1.8 billion people are actively texting.
Globally, there are twice as many active users of SMS as are active users of email
SMS is typically read within an average of 15 minutes after receipt and responded to within 60 minutes
Source: www.punchkickinteractive.com 2008

SMS Subscribers
2003 : 2.1 billion
2004 : 4.7 billion
2005 : 9.8 billion
2006 : 18.7 billion
2007 : 48.1 billion
2008 : 110.4 billion
Source: http://techcrunchies.com

SMS/Text Messaging-Mobile Giving
Change in carrier fees has opened up mobile, text to donate, giving as a viable option
Fees do still typically apply both in alerts and mobile giving
What information do your members need via text?
Who is paying the bill for the phone?

Text Message Examples
Campaigns use micropayments and ease of donating
Mobile Marketing Association Guidelines require no
more than $5 or $10 donations. Carriers may accept
up to 3 donations in most cases.
For more than $20-$30 donations, calls or web
transactions must be used.
Non Profits can use the Mobile Giving Foundation
http://mobilegiving.org/?page_id=37

Text Message Examples
ALA used SMS for ‘Ask a Librarian’ around their conference
Users text their questions and volunteer ALA Ambassadors respond on a private website
Does not use advertising in SMS
Users can follow updates in Twitter and FaceBook
Source: Mobile Marketer

Location Based Services
Makes use of mobile devices geographical positioning
Mobile users don’t have to specify a zip code
GPS is a component
Can’t trianglate within a building; e.g. Tradeshow floor.

Location Based Services?
The next big thing?
Around Me FourSquare & Gowalla

Mobile sites can usually be measured within your current stats packages
How many downloads /updates for your app?
How many purchases
App ratings
Mobile giving volume
Full web still likely to see more usage
How Will You Measure Success?

Conclusion
Mobile is different than regular computing
Focus on member needs and how the organization can uniquely fulfill them
Context is a key factor
Strategy doesn’t change, just can be leveraged in new ways
Measuring success is still important

eReaders

eReaders Source: Wattpad Global Ebook Metrics Report http://www.wattpad.com

eReader Satisfaction
93% percent of e-reader owners are satisfied with their device
e-Reader satisfaction isn’t stopping owners from using other devices to fulfill needs and read e-books. Three-in-ten owners say they use at least one other device for reading e-books, such as a PC or a smartphone.
Source: e-Reader Owners: Attitudes and Usage The NPD Group

Association Journals on Kindle

Getting on Kindle
Amazon takes a percentage
Read terms of service carefully

Resources
Delicious Bookmarks: http://delicious.com/amyhissrich/mobile

Mobile Tips for Associations

by Amy Hissrich on Mar 18, 2010

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Mobile Tips for Associations — Presentation Transcript