10/7/2013 #bbcon 1
Mapping Mobile Technologies to Strategies
PRESENTED BY
DAVID BALCOM, AMERICAN CANCER SOCIETY
SHANA MAST...
10/7/2013 #bbcon 2
10/7/2013 #bbcon 3
Donna Wilkins
CEO and Founder
10/7/2013 #bbcon 4
10/7/2013 #bbcon 5
THREE QUESTIONS
1.Who is your audience?
2.What is your message?
3.What is your call to action?
10/7/2013 #bbcon 6
WHO IS YOUR AUDIENCE?
10/7/2013 #bbcon 7
UNIVERSITY STUDENTS
10/7/2013 #bbcon 8
ACTIVE MOMS
10/7/2013 #bbcon 9
• Existing Audience
• New Audience
• Underserved Audience
QUESTIONS TO CONSIDER FOR AUDIENCE
10/7/2013 #bbcon 10
WHAT IS YOUR MESSAGE?
10/7/2013 #bbcon 11
• Simple or Complex?
• Push or Pull?
WHAT ARE THE CHARACTERISTICS OF
YOUR MESSAGE?
10/7/2013 #bbcon 12
SIMPLE OR COMPLEX?
10/7/2013 #bbcon 13
PUSH OR PULL?
10/7/2013 #bbcon 14
WHO IS YOUR CALL TO ACTION?
10/7/2013 #bbcon 15
•Read
•Share
•Interact
•Financial Transaction
ACTION TYPE
10/7/2013 #bbcon 16
READ
10/7/2013 #bbcon 17
SHARE
10/7/2013 #bbcon 18
TRANSACTIONS
10/7/2013 #bbcon 19
MOBILE AND THE
AMERICAN CANCER SOCIETY
David Balcom
Managing Director, Digital
September 30, 2013
canc...
10/7/2013 #bbcon 20
The American Cancer Society is a nationwide,
community-based voluntary health organization
dedicated t...
10/7/2013 #bbcon 21
Align Mobile with
Society Brand
and Digital
Channel
strategies,
Social, Web,
Search, Email
strategies
...
10/7/2013 #bbcon 22
Mobile
Web
m.cancer.org
m.relayforlife.org
m.makingstrideswalk.org
Mobile
Apps
Making Strides Against ...
10/7/2013 #bbcon 23
MAJOR MOBILIZATIONS
10/7/2013 #bbcon 24
• Site launched in October 2011
and Refreshed in October
2012
• Key performance indicators all
show po...
10/7/2013 #bbcon 25
MOBILE CONTENT USAGE DIFFERS
January 2013 GA Data, Page Views
Desktop
Rank
Desktop Page
www.cancer.org...
10/7/2013 #bbcon 26
• Information and fundraising features for both
registered participants and those interested
in learni...
10/7/2013 #bbcon 27
MAKING STRIDES AGAINST BREAST
CANCER – FULLY MOBILIZED!
10/7/2013 #bbcon 28cancer.org
10/7/2013 #bbcon 29
• Shortened mobile registration –
eager to learn and apply lessons
across programs
• Fundraising resul...
10/7/2013 #bbcon 30
STRIDES APP
10/7/2013 #bbcon 31
RELAY FOR LIFE APP
10/7/2013 #bbcon 32cancer.org
Backup
10/7/2013 #bbcon 33
MOBILE REACHES KEY DEMOGRAPHICS
10/7/2013 #bbcon 34cancer.org
10/7/2013 #bbcon 35
• Work from a plan
• Develop a style guide
• Think multi-channel
• Balance mobile web and apps (everyt...
10/7/2013 #bbcon 36
AMERICAN DIABETES ASSOCIATION
SPECIAL EVENT MOBILE STRATEGY
Shana Masterson
@npshana
10/7/2013 #bbcon 37
2012 – 2015 Organizational Priorities
Improve outcomes for people with diabetes and prediabetes
Expand...
10/7/2013 #bbcon 38
Signature Campaigns:
120 events, 120K participants 88 events, 62K participants
$24M raised $26.5M rais...
10/7/2013 #bbcon 39
Mobile “optimized” boutique
sites – Same for mobile and
tablet
TeamRaiser difficult to
“mobilize”
Most...
10/7/2013 #bbcon 40
Allow participants to fundraise on
their phones!
Launched 2011
Integrated with email, Facebook
and Ste...
10/7/2013 #bbcon 41
OUR FIRST RESPONSIVE SITE –
MARCH 2013!
10/7/2013 #bbcon 42
SOLIDIFYING OUR APPROACH
10/7/2013 #bbcon 43
EARLY RESULTS
STEP OUT 2012 2013
Traffic 5.2% 33%
Bounce Rate
Tablet
Mobile
49%
65%
28%
29%
Time on Si...
10/7/2013 #bbcon 44
Currently testing text messaging
Further email improvement for mobile needed
QR codes – limited result...
10/7/2013 #bbcon 45
SUMMARY: THREE QUESTIONS
1.Who is your audience?
2.What is your message?
3.What is your call to action?
10/7/2013 #bbcon 46
THANK YOU
DAVID BALCOM, AMERICAN CANCER SOCIETY
SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION
DONNA W...
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Mapping Mobile Technologies to Strategies

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Mapping Mobile Technologies to Strategies

  1. 1. 10/7/2013 #bbcon 1 Mapping Mobile Technologies to Strategies PRESENTED BY DAVID BALCOM, AMERICAN CANCER SOCIETY SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION DONNA WILKINS, CHARITY DYNAMICS
  2. 2. 10/7/2013 #bbcon 2
  3. 3. 10/7/2013 #bbcon 3 Donna Wilkins CEO and Founder
  4. 4. 10/7/2013 #bbcon 4
  5. 5. 10/7/2013 #bbcon 5 THREE QUESTIONS 1.Who is your audience? 2.What is your message? 3.What is your call to action?
  6. 6. 10/7/2013 #bbcon 6 WHO IS YOUR AUDIENCE?
  7. 7. 10/7/2013 #bbcon 7 UNIVERSITY STUDENTS
  8. 8. 10/7/2013 #bbcon 8 ACTIVE MOMS
  9. 9. 10/7/2013 #bbcon 9 • Existing Audience • New Audience • Underserved Audience QUESTIONS TO CONSIDER FOR AUDIENCE
  10. 10. 10/7/2013 #bbcon 10 WHAT IS YOUR MESSAGE?
  11. 11. 10/7/2013 #bbcon 11 • Simple or Complex? • Push or Pull? WHAT ARE THE CHARACTERISTICS OF YOUR MESSAGE?
  12. 12. 10/7/2013 #bbcon 12 SIMPLE OR COMPLEX?
  13. 13. 10/7/2013 #bbcon 13 PUSH OR PULL?
  14. 14. 10/7/2013 #bbcon 14 WHO IS YOUR CALL TO ACTION?
  15. 15. 10/7/2013 #bbcon 15 •Read •Share •Interact •Financial Transaction ACTION TYPE
  16. 16. 10/7/2013 #bbcon 16 READ
  17. 17. 10/7/2013 #bbcon 17 SHARE
  18. 18. 10/7/2013 #bbcon 18 TRANSACTIONS
  19. 19. 10/7/2013 #bbcon 19 MOBILE AND THE AMERICAN CANCER SOCIETY David Balcom Managing Director, Digital September 30, 2013 cancer.org
  20. 20. 10/7/2013 #bbcon 20 The American Cancer Society is a nationwide, community-based voluntary health organization dedicated to eliminating cancer as a major health problem. Headquartered in Atlanta, Georgia, the ACS has 11 geographic Divisions, more than 900 local offices nationwide, and a presence in more than 5,100 communities. ABOUT THE AMERICAN CANCER SOCIETY cancer.org
  21. 21. 10/7/2013 #bbcon 21 Align Mobile with Society Brand and Digital Channel strategies, Social, Web, Search, Email strategies STRATEGIC ALIGNMENT ACS BRAND STRATEGY DIGITAL CHANNEL STRATEGY Social Strategy Mobile Strategy Web, Search, Email Strategies stay well, get well, find cures, fight back
  22. 22. 10/7/2013 #bbcon 22 Mobile Web m.cancer.org m.relayforlife.org m.makingstrideswalk.org Mobile Apps Making Strides Against Breast Cancer Relay For Life MAJOR MOBILIZATIONS
  23. 23. 10/7/2013 #bbcon 23 MAJOR MOBILIZATIONS
  24. 24. 10/7/2013 #bbcon 24 • Site launched in October 2011 and Refreshed in October 2012 • Key performance indicators all show positive growth • Enthusiastic reception by ACS staff, consumers, media M.CANCER.ORG
  25. 25. 10/7/2013 #bbcon 25 MOBILE CONTENT USAGE DIFFERS January 2013 GA Data, Page Views Desktop Rank Desktop Page www.cancer.org Mobile Page m.cancer.org Mobile Rank 1 Homepage Signs & Symptoms of Cancer 1 2 Calorie Counter Calorie Counter 2 3 Donate Homepage 3 4 Signs & Symptoms of Cancer Guide to Quitting Smoking 4 5 Learn About Cancer Index Page Learn: Lymph Nodes and Cancer 5 6 Find Support & Treatment Index Page Testicular Cancer, Signs and Problems 6 7 Guide to Quitting Smoking Espanol: Signs & Symptoms of Cancer 7 8 Employment Opportunities Donate 8 9 Espanol: Signs & Symptoms of Cancer Do I have Testicular Cancer? 9 10 Cancer Facts & Figures Learn: Ovarian Cancer Early Symptoms 10
  26. 26. 10/7/2013 #bbcon 26 • Information and fundraising features for both registered participants and those interested in learning about Relay • Accepts donations and allows for mobile registration • Single source publishing across multiple platforms and content owners • Seamless mobilization across two desktop environments, UCM and Blackbaud. • No additional support work for field and event staff M.RELAYFORLIFE.ORG
  27. 27. 10/7/2013 #bbcon 27 MAKING STRIDES AGAINST BREAST CANCER – FULLY MOBILIZED!
  28. 28. 10/7/2013 #bbcon 28cancer.org
  29. 29. 10/7/2013 #bbcon 29 • Shortened mobile registration – eager to learn and apply lessons across programs • Fundraising results • Comparo with former web approach • Relationship with app WHAT ARE WE EVALUATING?
  30. 30. 10/7/2013 #bbcon 30 STRIDES APP
  31. 31. 10/7/2013 #bbcon 31 RELAY FOR LIFE APP
  32. 32. 10/7/2013 #bbcon 32cancer.org Backup
  33. 33. 10/7/2013 #bbcon 33 MOBILE REACHES KEY DEMOGRAPHICS
  34. 34. 10/7/2013 #bbcon 34cancer.org
  35. 35. 10/7/2013 #bbcon 35 • Work from a plan • Develop a style guide • Think multi-channel • Balance mobile web and apps (everything doesn’t need an app!) • Don’t buy into responsive – unless you should • Pick a great partner. CONSIDERATIONS
  36. 36. 10/7/2013 #bbcon 36 AMERICAN DIABETES ASSOCIATION SPECIAL EVENT MOBILE STRATEGY Shana Masterson @npshana
  37. 37. 10/7/2013 #bbcon 37 2012 – 2015 Organizational Priorities Improve outcomes for people with diabetes and prediabetes Expand the field of diabetes research Give voice to those denied their rights because of diabetes Heighten the nation’s sense of urgency for the growing diabetes epidemic ***Build our capacity for success*** See full strategic plan: http://main.diabetes.org/dorg/PDFs/American_Diabetes_Association-2012-2015-Strategic-Plan.pdf ABOUT ADA --Total revenue for the period of 2012 – 2015 will meet or exceed $1 billion. --Achieve revenue growth for special events that will outpace that of the overall Association, fueled by accelerated growth of our signature campaigns.
  38. 38. 10/7/2013 #bbcon 38 Signature Campaigns: 120 events, 120K participants 88 events, 62K participants $24M raised $26.5M raised Other Campaigns: SPECIAL EVENTS
  39. 39. 10/7/2013 #bbcon 39 Mobile “optimized” boutique sites – Same for mobile and tablet TeamRaiser difficult to “mobilize” Most frequent click-through: “View complete site” Donation forms optimized in Fall 2012 PRE-2013 MOBILE
  40. 40. 10/7/2013 #bbcon 40 Allow participants to fundraise on their phones! Launched 2011 Integrated with email, Facebook and Step Out/Tour center! Current year – 123% app revenue increase for Tour. 53% for Step Out. MOBILE APPS!
  41. 41. 10/7/2013 #bbcon 41 OUR FIRST RESPONSIVE SITE – MARCH 2013!
  42. 42. 10/7/2013 #bbcon 42 SOLIDIFYING OUR APPROACH
  43. 43. 10/7/2013 #bbcon 43 EARLY RESULTS STEP OUT 2012 2013 Traffic 5.2% 33% Bounce Rate Tablet Mobile 49% 65% 28% 29% Time on Site Tablet Mobile 1:49 1:08 3:58 2:44
  44. 44. 10/7/2013 #bbcon 44 Currently testing text messaging Further email improvement for mobile needed QR codes – limited results Possibly losing personal donations via mobile/tablet Local staff can “break” responsive, need additional mobile training i-donors donation average is 40% more than Android donors TeamRaiser adapting quickly to responsive NOW WHAT?
  45. 45. 10/7/2013 #bbcon 45 SUMMARY: THREE QUESTIONS 1.Who is your audience? 2.What is your message? 3.What is your call to action?
  46. 46. 10/7/2013 #bbcon 46 THANK YOU DAVID BALCOM, AMERICAN CANCER SOCIETY SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION DONNA WILKINS, CHARITY DYNAMICS
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