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Camerjam public sector masterclass incentivated

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  • 1. Developing a Mobile Marketing strategy for the public sector Jonathan Bass, Managing Director 18th January, 2012Copyright Incentivated Limited 2011 www.incentivated.com
  • 2. The ingredients are assembled, let’s bake A good marketing strategy is based on both data and experience We are seeing more and more clients ask for assistance with the development of a mobile marketing strategy because their experimentation has yielded results and wider market stats are convincing but their knowledge is limited A good mobile marketing strategy will consider Messaging (SMS, MMS, App Push Notifications) Mobile sites Mobile advertising NFC The following make up the garnish Apps, QR codes, Bluetooth Copyright Incentivated Limited 2011
  • 3. Contents Mobile is a ‘hot topic’ About Incentivated Why mobile? What you can do – examples Copyright Incentivated Limited 2011
  • 4. Setting the public sector scene Despite (perhaps because of) the recession and public sector budget cuts, mobile has become just as important in this sector as for other business sectors: Mobile can help deliver known outcomes, but at reduced costs NSPCC has added SMS reporting to their child welfare helpline to widen its reach, as well as allowing it to manage existing resources more efficiently (call handlers can use ‘downtime’ when call volumes drop to respond to written (texted) queries and reports) Scottish Power has added the ability for customers to text in their meter readings, which allows them to reduce the overheads involved in having teams of people visit and re-visit homes/ or the amount of staff needed or hours of operation of call centres to capture this critical billing information. Copyright Incentivated Limited 2011
  • 5. Setting the public sector scene The summer’s big sporting event (no, not Euro 2012!) is also inspiring an understanding of mobile use by the public and how it can be tapped into by local authorities etc Royal Borough of Kensington & Chelsea identified a need to help visitors to its borough how its three main centres link together, to promote less obvious areas of interest (not ‘just’ the King’s Rd for example) and help visitors get around, without the need for print outs or expensive (temporary) public signage and promotions. The mobile site is integrated at the back end with their pre-existing CMS: write once, publish everywhere Needs around the Olympics will vary by proximity to venues, Torch relay routes, travel gateways and identified increases in tourism visitors. Or even ‘just’ communicating access to local events/ big screens in parks or municipal spaces where people can congregate to watch the coverage. Copyright Incentivated Limited 2011
  • 6. State of the Nation Over the last 12 months councils/local authorities/government have started to catch up with the public’s use of mobile, especially online Many have SMS services though most do not have mobile optimised sites or apps Ofcom data highlights increasing ‘mobile only’ households With sites that do exist looking the same, the opportunity now exists to: improve the UX/UI and so differentiate the offering offer implicit and explicit personalisation i.e. join up the web and mobile sites Complete mobile integration is becoming not only possible, but essential Copyright Incentivated Limited 2011
  • 7. Internet users in the UKStrong mobile internet growth across all age groups GB adult internet users who accessed the Internet via mobile in the last three months 80% 16-24 25-34 35-44 45-54 55-64 65+ 71% 70% 65% 60% 47% 49% 50% 44% 40% 33% 32% 33% 32% 27% 25% 30% 21% 19% 20% 13% 10% 8% 10% 5% 5% 0% 2009 2010 2011Source: Statistical Bulletin: Internet Access - Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011.http://www.ons.gov.uk/ons/dcp171778_227158.pdf Copyright Incentivated Limited 2011
  • 8. Mobile internet in the UKPeople do it, and people LIKE it... 45% 42% 6m Of internet users in the People in the UK say mobile People in the UK accessed UK access the internet via is the EASIEST way to access mobile internet for the first mobile information time in the previous 12 monthsSources: 1 - IAB Consumer M-Commerce Study October 20112 & 3 - Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
  • 9. GSMA dataTrend: Nov 2011 – Nov 2011 (UK data) GSMA data NHS.UK DIRECT.GOV.UK POLICE.UK DFT.GOV.UK NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK 800,000 LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11Source: GSMA data, November, 2011 Copyright Incentivated Limited 2011
  • 10. GSMA dataTrend: Nov 2011 – Nov 2011 (UK data) – nhs.uk, directgov.uk, and police.uk omitted GSMA data DFT.GOV.UK NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11Source: GSMA data, November, 2011 Copyright Incentivated Limited 2011
  • 11. What does your website look like?Half of UK organisations fail to check their own website from mobile devices Of those that have: 41% admit their website has a reduced appearance 36% offer reduced functionality The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage So … Copyright Incentivated Limited 2011
  • 12. Contents Mobile is a ‘hot topic’ About Incentivated Why mobile? What you can do – examples Copyright Incentivated Limited 2011
  • 13. What Incentivated is An independent technology company and marketing services agency 10 years’ experience operating exclusively in the mobile marketing sector We help our international client-base deliver integrated acquisition, CRM, and mCommerce campaigns and services through mobile Copyright Incentivated Limited 2011
  • 14. Some of Incentivated’s public sector clients Copyright Incentivated Limited 2011
  • 15. Full service mobile with deep experience Technologies Needs 5 formats: 3 key areas of client activity: Enterprise Messaging (SMS, MMS Acquisition etc) After Sales / CRM Mobile Internet mCommerce Apps Short codes and QR codes Location marketing Services 2 consultancy offerings: Creative / UX Strategy Copyright Incentivated Limited 2011
  • 16. www.incentivated.comVisit our website to for more detail, product summaries and white papers Copyright Incentivated Limited 2011
  • 17. Contents Mobile is a ‘hot topic’ About Incentivated Why mobile? What you can do – examples Copyright Incentivated Limited 2011
  • 18. Why should a local authority use mobile? Easy & convenient for the citizen Sending SMS is simple and familiar: an everyday habit for over 90% of the population Copyright Incentivated Limited 2011
  • 19. Why should a local authority use mobile? Helps the organisation manage costs, whilst meeting its communications accessibility objectives Copyright Incentivated Limited 2011
  • 20. Why should a local authority use mobile? Provides measurable response rates and analytics (often more accurate than online in terms of uniqueness) Copyright Incentivated Limited 2011
  • 21. Why should a local authority use mobile?No phone left behind > mobile allows optimised accessibility across all devices As part of the increasing move to digital service delivery, mobile improves accessibility across all demographic segments. Mobile overcomes the creation of a digital divide as mobile ownership surpasses that of PC – and even the cheapest, lowest spec mobiles these days have basic access to online services. Copyright Incentivated Limited 2011
  • 22. Why should a local authority use mobile? Puts the local authority “Brand in the hand” of the citizen Copyright Incentivated Limited 2011
  • 23. Why should a local authority use mobile?There are 123 active mobile phones for every 100 people in the UK – placing us 15th inthe world table of device ownership Forward thinking. Technological advances combined with digitally- savvy audiences make mobile the most targeted and personalised marketing channel available Source: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use Copyright Incentivated Limited 2011
  • 24. Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people Mobile internet vs apps usage Top site types accessed by mobile internet 44% 42% 40% 25% 38% . 20% 43% 15% 36% 39% 10% 21% 19% 16% 34% 13% 13% 11% 5% 9% 8% 7% 7% 32% 0% Mobile internet Apps s s fo ws e er ch ws g ice ap ew c kin in th en ar ne ne rv M N ea Se ts or er se ch t or W en ef w g Te Sp et lr in m ln ra ar in ne cia sh rta Ge So te eo En vid o/ ot PhSource: comScore mobilens data, 3-month average ending March 2011 Copyright Incentivated Limited 2011
  • 25. Comparison of apps and sites Native app Hybrid app Web app Mobile site + Offline content + Offline content + Offline content + Access GPS + Access GPS + Access GPS + Access GPS + Do not have to + Control camera and + Control camera and + Functions just like an download app use of other native use of other native app but do not have to - Can’t use camera or any features features download via app store other native features - Have to download app + Content easily - Can’t use camera or any updatable other native features - Have to download app Copyright Incentivated Limited 2011
  • 26. AppsNHS Direct Work through one of the clinically tested health assessment tools by selecting your symptoms and answering some short questions about how you’re feeling Key features: Health assessment on the move; A comprehensive range of symptom checkers; Personalised guides to looking after yourself; Option to save advice to your device Copyright Incentivated Limited 2011
  • 27. Copyright Incentivated Limited 2011
  • 28. AppsPhilly Watchdog (Philly City Controller) Take a direct role in stamping out fraud and waste by reporting incidents directly to the Fraud Unit Submit reports of fraud and abuse directly to the City Controllers Fraud Unit; Record video, take a picture or upload a previous file capturing fraud incidents; GPS feature allows reports to tag location of incident; Includes option to report anonymously; Call the Controllers Fraud Hotline directly 215-686- 3804; Access the Controllers website for latest news and reports Copyright Incentivated Limited 2011
  • 29. Tablets in councilsBassetlaw Council modernises its meetings by going "paperless" Bassetlaw Council, amongst others in the UK and around the world, are looking to save time and money by using iPads instead of traditional paper-based approaches The council currently publishes agendas and minutes in a booklet form and feels it needs to cut down on the amount of paperwork produced. Cost savings are estimated to be £70,000 over two years with the introduction of the iPad Meetings will be paperless with all agendas, minutes and presentations viewed electronically Copyright Incentivated Limited 2011
  • 30. Tablets in councilsBury Council, for its garbage collectors The iPads will be mounted on the refuse collecting trucks dashboard to provide route guidance for the driver. More importantly they will be used to gather data on households who do not recycle or fail to put out their bins altogether The scheme is set to replace paperwork, and iPads will be pre-loaded with information and streets and houses will be seen on-screen Copyright Incentivated Limited 2011
  • 31. Tablets in councilsSurrey County Council social workers’ app The application gives social workers secure mobile access to care records and allows them to complete assessments and update personal details while they are making home visits. In testing as of May 2011 http://www.youtube.com/watch?v=VGEGEvFeukw Copyright Incentivated Limited 2011
  • 32. Contents Mobile is a ‘hot topic’ About Incentivated Why mobile? What you can do – examples Copyright Incentivated Limited 2011
  • 33. SMS alerts and remindersCitizens can sign up to receive timely, automated, SMS alerts for a variety of services Local traffic information (roads and motorways) Recycling reminders Local transport information (trains, buses) School updates (closures for weather etc) Pothole alerts Registration of births – enter due date, sent reminder Events for children, elderly, tourists, hard of hearing School closure updates Flooding updates Job alerts Check your smoke alarm battery… Copyright Incentivated Limited 2011
  • 34. SMSNotify NYC Registrants can select five notification types for up to five ZIP codes across NYC: Emergency Alerts – messages about life-threatening events that may require immediate action; Significant Events Notifications – important information about emergency events, utility outages and other types of high- impact events in your ZIP code; Public Health Notifications; Public School Closing/Delay Advisories; and Unscheduled Parking Rules Suspensions Copyright Incentivated Limited 2011
  • 35. LDA connects volunteers with 2012 Olympic & Paralympics Games using mobile Business need The solution Functions The London Development Agency is Incentivated provides a full mobile service • Enterprise messaging alerts currently running a ‘London Ambassadors’ which reminds volunteers to attend • Click to call facility volunteering programme and needs to sign Ambassador interviews and training up a number of volunteers to welcome sessions. visitors during the 2012 Olympic and Paralympics Games. Using our reporting platform the LDA now monitor attendance and retention rates. LDA has be given full-access to the SMS platform and is responsible for the set-up, scheduling and sending of subsequent "alert" outbound sms broadcast(s), with no limitation on the number of messages that can be sent.From Ambassadors:Your recruitment eventis tomorrow at 24 The LDA find the reminder process as easySouthwark Road SW1 to follow as possible as the existing online5FR at ‘LDA buildingdont forget your ID. To process has been replicated.reschedule call08448889187 (click-to-call) To opt out, replyALERTS STOPOPTIONSBACK Inspiration guide: Acquisition| CRM | Enterprise messaging beinspired@incentivated.com Public sector: LDA www.incentivated.com
  • 36. Public information/ educationProvide information concerning local services or area. SMS brochure or e-brochure request (e.g. an electoral registration form) Summer reading challenge (e.g. text for “Space Hop” book) Sign up for an e-zine or newsletter Mobile internet We can create rich-media mobile sites and applications to engage the citizen further and provide access to more detailed information (e.g. directgov) Applications We can create an ‘app’ to deliver a rich design and use more of the functionality of the phone (e.g. “Starve your bin” for Recycle for London, and “Plings” for DCSF). Copyright Incentivated Limited 2011
  • 37. RBKC goes mobile in time for 2012 Olympic visitorsBusiness need The solution Functions A mobile internet site was required to To promote the Borough’s diverse retailers, • Optimised mobile site with CMS provide tourist and visitor information for and as part of the Borough’s visitor strategy integration the Royal Borough of Kensington and in the lead up to the 2012 Olympic and • Location-aware services Chelsea, particularly to support its strong Paralympic Games, we developed a mobile • Advanced mapping solution with back- mix of retailers and for 2012 Olympic internet site for RBKC to raise awareness of end integration with desktop site visitors. its international tourist destinations. The mobile site is integrated with the desktop site’s CMS to deliver mapping and information services for the Borough’s five key tourist areas: Kensington; Notting Hill; Sloane Square / King’s Road; Holland Park and Knightsbridge. The mobile site also features a full list of attractions, events, museums, as well as a complete shopping directory and an interactive mapping solution. Users can also access a broad range of restaurants, bars, and hotels in the Borough. Inspiration guide: Acquisition | CRM | Mobile internet | Location marketing beinspired@incentivated.com Public sector: Royal Borough of Kensington and Chelsea www.incentivated.com
  • 38. QR codesBridgwater - Town Guide QR code took me to the iTunes store where I had the chance to download the Bridgwater app Aimed at improving the touristic experience as well as supporting local retailers Copyright Incentivated Limited 2011
  • 39. Find my nearest….Location can be determined from the handset so user does not need to know preciselywhere they are Licensed taxi-cab services (e.g. Cabwise or Cab Safe) Doctor/dentist Recycling centre Leisure centre Tourist attraction (tourist information office) Public conveniences (Sat Lav) Car parking (incl. pay by SMS option) Cash machines Copyright Incentivated Limited 2011
  • 40. SMS helps reduce cab-related sexual assaults by 46%Business need The solution Results As part of a print, poster, radio and TV Subscribers text HOME to 60835 • 46% reduction in cab-related sexual campaign for a safer London, a text (spells “GoTFL) and receive local, attacks on women over five years message service was created to give licensed, minicab and taxi booking- (2002 -2007) out booking numbers for licensed office phone numbers for the area they • Just 4% women used unlicensed minicab and black cab firms in the are texting from. minicabs in 2007 in comparison to user’s location. 18% in 2003 A Location Based Service search is • 100% year on year increase in used to pinpoint the subscriber’s exact monthly uptake since new branding location, enabling the relevant campaign information to be identified and sent. The database of 45,000 licensed FROM: 60835 Local licensed minicabs: Reliable Radio cars minicab operators and drivers is updated daily to maximise safety. 4% 02086716666, P&L Unlicensed cab Car Service use 02077339582. For a Black Cab, call ONE NUMBER on 08718718710 46% Reduction in cab- related attacks Case study: CRM beinspired@incentivated.com Travel & Tourism | Public Sector: TfL & Mayor of London www.incentivated.com
  • 41. Pay for servicesEnable people to pay for common public services using their phone Pay by SMS School meals Book/pay for “dial-a-ride” services Traffic fines Library fines Order a smoke alarm Car parking (pay and display)… mCommerce People are increasingly shopping through their mobile phones, and becoming comfortable doing so. We can optimise your website for mobile, or create an app for a particular service and enable full and secure payment for services within it. Copyright Incentivated Limited 2011
  • 42. Mobile parking paymentBromley: The London Borough This service, provided by RingGo, is available in all council-owned pay and display parking areas and car parks. You can pay for parking securely with a credit or debit card rather than using cash at a machine. The benefits include: extend your parking, wherever you are, by contacting RingGo again; avoid penalty charge notices due to lost or badly displayed tickets; receive a text message when your time is due to expire (charges apply); find parking close to your current location using a RingGo app. Copyright Incentivated Limited 2011
  • 43. Ask the public – mobile surveyConducting surveys via mobile can be a quick and cost-effective way of engaging theelectorate and increasing input into authority decision-making Raise awareness of mobile initiatives Involve citizens in the consultation process Generate a database of opted-in mobile numbers for future outbound communication Survey local residents to improve local engagement Allow residents to complete surveys at their convenience (not in a rush on the street) Reach a broader cross-section of the population Position the authority as an innovative, modern council Analyse campaign data to provide a clear strategy for subsequent mobile marketing … and REGISTER TO VOTE (especially for harder to reach/inspire younger voters) Copyright Incentivated Limited 2011
  • 44. 1824Collective uses mobile to encourage young people to voteBusiness need The solution Functions To raise awareness of London local The campaign comprised a core media mix • 88% of 18-24 year olds own a mobile election. of: phone* • a recorded music track, also available as • Allows instantaneous response To target urban youth to encourage voting a ringtone and promotional video; • Measurable results using various media registration. • radio advertising, posters, flyers and channels to prompt text response give-aways; • internet microsite; * Source: Ofcom • voter registration via text message. Voter Registration forms are requested by texting VOTE plus name, house number and full postcode to 86222 (campaign now From: 86222 closed). Thank you: A voting registration form will The latest Post Office ‘Postcode Address be sent to you at the File’ is used to validate addresses. following address: 1 Love Lane, 3C2V7JN Case Study: CRM | Shortcodes | Enterprise messaging beinspired@incentivated.com Public sector: DCA www.incentivated.com
  • 45. Closing thought At the time of the dotcom bubble, 400m i.e. around 2000, there were 350 million people online. People with smartphones in the world today plus 4 billion with internet- capable feature phones Copyright Incentivated Limited 2011
  • 46. Jonathan Bass Managing Director Email jonathanb@incentivated.com @incentivated Incentivated 23 Curtain Road London EC2A 3LT Tel: 020 7392 2323(No code reader? Text CODE to 62233 fora link to a reader appropriate for yourphone) Copyright Incentivated Limited 2011 www.incentivated.com

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