Folk on the Go: Engaging Mobile Audiences
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Folk on the Go: Engaging Mobile Audiences

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From South Arts' Traditional Arts Webinar series - Feb 2013

From South Arts' Traditional Arts Webinar series - Feb 2013

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  • 56% of Facebook users access their accounts via mobile devicesOver 50% of Twitter users access their accounts via mobile and are more active than their desktop counterpartsOver 20% of YouTube views are launched on mobile devices – that’s over 160 million videos per month
  • These applications are either pre-installed on phones during manufacture, or downloaded by customers from app stores.Whereas mobile websites require users to be connected to the internet, many mobile applications do not require an internet connection once they have been downloaded to your smartphone. This may be important for patrons who are trying to engage with your organization but are in an area where wireless service is not available.Whereas mobile websites are accessible from all types of mobile devices, mobile apps are tied to specific types of devices.  For example, a patron with an Android smartphone cannot use a mobile app designed for an iPhone.  Now, you may be saying to yourself, “Yes, but iPhones are the most popular smartphones on the market, so we should just design apps for iPhones.” [POINT OUT IMAGE ON RIGHT OF SLIDE]
  • These applications are either pre-installed on phones during manufacture, or downloaded by customers from app stores.Whereas mobile websites require users to be connected to the internet, many mobile applications do not require an internet connection once they have been downloaded to your smartphone. This may be important for patrons who are trying to engage with your organization but are in an area where wireless service is not available.Whereas mobile websites are accessible from all types of mobile devices, mobile apps are tied to specific types of devices.  For example, a patron with an Android smartphone cannot use a mobile app designed for an iPhone.  Now, you may be saying to yourself, “Yes, but iPhones are the most popular smartphones on the market, so we should just design apps for iPhones.” [POINT OUT IMAGE ON RIGHT OF SLIDE]
  • What’s included in that 55.8%? Are games included? Yes, they are – along with a host of other types of apps, including arts organizations.
  • Broadcastr is a Social Media platform for location-based stories. It enables the recording, indexing, listening, and sharing of audio content.

Folk on the Go: Engaging Mobile Audiences Folk on the Go: Engaging Mobile Audiences Presentation Transcript

  • Folk on the Go:Engaging via Mobile Devices Traditional Arts Webinar Series David Dombrosky Chief Marketing Officer InstantEncore.com
  • Mobile technology is NOT the future.It’s the PRESENT.
  • There are currently 6 Billion mobile subscribers worldwide. That’s 87% of the world’s population. SOURCE
  • There are over 1.2 Billion people accessing the web from theirmobile devices.Over 300,000 apps have been developed in the past 3 years. SOURCE
  • As of June 2012, there were 321.7 million wireless subscriber connections in the U.S.That’s a penetration rate of 101% SOURCE: CTIA
  • If you were waiting for a “tippingpoint,” it’s already happened.
  • Tablet Computers "Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home." Mark Donovan, Senior VP of Mobile, comScore • Tablets have been on the market for 3 years • Today, nearly 1 in 4 smartphone users also use a tablet computer.
  • By 2015, more than one in three US internetusers will have a tablet device.
  • We can’t afford toengage with mobile. NOT TRUE. You most likely already participate in “mobilized” online environments.
  • Social Media Tools are “Mobilized”
  • Other “Mobilized” Online Tools
  • QR Codes• QR = “quick response”• Bar codes can be linked to content• QR Code readers are free• Generators are also free. Ex: Scan.me
  • Directing QR Codes to YourStandard Website
  • Best Practices for QR Codes• Give the end user a mobile-friendly experience• Have a clear call to action• Use a code generator with analytics
  • Three Questions:1. How many visitors are coming to your website each month via mobile devices?2. Is your website mobile-optimized?3. How many monthly visitors need to be coming to your website via mobile devices before you actively pursue providing them with an optimized experience?
  • 65% of U.S. smartphone users EXPECT a website to be as easy to use on their phones as it is on their computers.When a smartphone user encounters a website that is NOT optimized for Source:mobile devices, they leave within 30 seconds 81% of the time. wwww.ourmobileplanet.com m
  • Mobile Websites Websites intended to be opened on a mobile device within an Internet browser Accessible from all types of mobile devices Designed for touch screen navigation Require access to the Internet (3G, WiFi, etc.)
  • Tips for Making Your Website MobileFriendly or Mobile Optimized• Keep the layout simple and easy to navigate• Keep images to a minimum• Use .png or .gif images – faster to load• Test your site on a number of mobile devices• Optimization plug-ins for current content management systems (e.g. WordPress, Drupal, etc.)• Create a separate mobile site ▫ For example: m.southarts.org instead of www.southarts.org ▫ Consider using free and low-cost services like YoMobi ▫ Redirect mobile users to your mobile site site
  • Responsive Design
  • Mobile Apps• Software designed for a mobile device
  • Mobile Apps• Software designed for a mobile device• Platform- specific
  • Mobile Apps • Apps are faster than• Software mobile websites. designed for a • Apps allow you to access mobile device native features of the• Platform- mobile device – like the camera or GPS specific • Apps have a feature• What can apps called “push do that mobile notifications” that allow websites you to send short text messages to your cannot? subscribers. Coming soon to a folk app near you: GEO-FENCING
  • Mobile Apps• Software Mobile users open the designed for a internet browser on their mobile device phones when they are• Platform- specific searching for something.• What can apps do that mobile When mobile users want websites to engage with content cannot?• Psychology of repeatedly over the end user time, they want an app for that.
  • Look for Apps You Can Tie Into• Ex: Broadcastr• User-generated or self- generated content• Partner programs• Ex: Livestream
  • Investigate Multi-Platform ServicesTemplate based servicesthat use a central controlpanel to deliver content tomultiple mobile platforms –Android, Apple, mobileweb, etc. • InstantEncore • Mobile Roadie • Reverb Nation • Toura • TourSphere
  • Hire an App Developer • Be sure that your app has needs beyond a template service • Look for local developers or relationships to leverage • Make sure that the developer creates apps for Apple AND Android • GET REFERENCES
  • Things to Think About • What does your audience want from their mobile experience with you? • What types of content do you already have to use? • What budget level do you have to devote to mobile engagement? • Can you leverage other resources or relationships?