Webinar Mobile Technology Latinos

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Webinar for Latino-serving organizations

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  • 31 million U.S Hispanics have a mobile phone, by age 17 the penetration of wireless services among U.S Hispanic teens is 78% Spend more time interacting via mobile phones than through landlines or their PCs. 87% have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today Latinos engage more fully on their mobile devices, with 71% consuming mobile content compared to the market average of 48%. (Mobile Marketing Association, Advertising Age, FCC)
  • Latinos are also much more likely to use the full feature set on their mobile devices, over-indexing in the use of SMS, MMS, cameras, downloads, email, internet and gaming functions. (http://adage.com/cmostrategy/article?article_id=144941)
  • As of 2009, 97% of large charitable organizations studied were using some form of social media.
  • More than half of all U.S Hispanics regularly use text messaging Text messaging has increased 59% YOY among Hispanics Latinos aged 16-25 years old use their mobile phones more for text than they do for talking (Pew Hispanic Center) Responding to mobile marketing text messages is up 74% vs. last year
  • "The most important platform in the world for collecting and delivering targeted and tailored health information during the first half of the 21 st  Century will be mobile phones. Mobile phones and integrated wireless devices will revolutionize the practice of public health and touch billions of lives around the world. “ Dr. Jay Bernhardt, former Director for the National Center for Health Marketing
  • Text (or SMS) messaging is growing in all age groups. (1) http://network.nshp.org/group/hispanicprprofessionals/forum/topics/lost-in-translation-reaching 98% of all phones are text message capable. (2) http://www.slideshare.net/jaybernhardt/mhealth-the-future-of-health-is-mobile-3078967 Sending text message calls to action cuts through the clutter and reaches recipients immediately, exactly where they are, on a device that never leaves their side Facilitates interactive communication and community SMS Marketing Shows High Open Rates, Close To 'guaranteed Read' Have to opt in, these are people interested in being connected with your organization. Cost-effective, fast, and produces good results.
  • SMS offers very little space to convey a message so you need to think hard about how to best leverage 160 characters to engage your audiences. The fact that texting costs money might discourage even people who are interested in your cause/organization from subscribing. Even when you do find loyal subscribers you will automatically lose them when they change phones or carriers
  • As a component of a larger integrated communications program. To raise awareness. As an instrument for research. To be creative. To extend a current campaign. To get recipients to take action (sign a petition, e-mail a congressmen, call a hotline)
  • For example, texting “DC Deals” (the keyword) to 7777 (the short code) will subscribe users to receive weekly restaurant/bar deal sand coupons in DC area
  • As part of the exercise to understand their audience, should survey their clients on how they use their cell phones to inform the best strategy. Important to understand how you’re your clients perceive the issue, how it’s impacting their lives, and what they are currently doing in response to it. Target Audience: Who you want to reach and what kind of information will be of most interest to them? Objectives: what are you trying to achieve? What do you want message recipients to do once they receive your message? What is your call to action? Budget: Keep in mind that the cost of a mobile marketing program varies depending on the amount of keywords used, the number of message recipients, and the number of messages sent.
  • 160 characters isn’t a lot of space, so you need to be as clear and concise as possible Use commonly used abbreviations where possible to help with the character count (United States=US, Important= IMPT) Use punctuation only when necessary for clarification or emphasis Messages need to be clearly branded so recipients immediately know who the message is coming from Provide clear opt-out instructions on a regular basis to ensure that your are always only messaging interested parties
  • Incorporate call to actions in your messaging and make it clear exactly what it is you want message recipients to do Phone numbers should always utilize a click to call feature so recipients can easily and immediately connect to the number without having to manually enter it If you want recipients to visit your site, make sure you have a mobile site or that your traditional site is optimized for mobile web browsing
  • Vanity short code: Although these were recently more expensive, costs are dropping and some providers can provision a vanity short code for less than $2000 dollars, although a month or two of setup time is not uncommon. You should also expect to pay at least $1200-$1700/month for ongoing maintenance and support. The options range from the most to least expensive and also reflect the amount of time required.  A vanity short code - The most expensive option. A vanity short code usually spells out a content provider’s name, brand, an associated word or is an easy to recall number or sequence, e.g. DISNEY=347639 or 88888.Although these were recently more expensive, costs are dropping and some providers can provision a vanity short code for less than $2000 dollars, although a month or two of setup time is not uncommon. You should also expect to pay at least $1200-$1700/month for ongoing maintenance and support. A dedicated short code - This option costs less, perhaps in the $1100-1700 dollar price range, but can also take a lot of time and will likely be cost prohibitive for most nonprofits, as monthly maintenance costs can be close to $1000 dollars.
  • Dedicated short code: This seemed to be an interesting option for a group of nonprofits. A group of nonprofits could contemplate investing in a shared short code that they all could use with their clients, each being able to use a different keyword against the code to provide different information/messages.  For example, a group of non-profits in the Washington DC area could work together to share a random short code, let’s say 484848. Each of them could have one or more keywords configured on that short code, for example, one organization could opt-in subscribers by having them txt “FLUVACCINE” to 484848, and a different organization could opt-in subscribers by having them txt “GRIPE” to 484848. Shared short code: Although this option is less expensive, it may be a bit risky in that if your clients mistype the keyword they may get the wrong text message back. Desktop phone: At the same time, if you have a small number of clients with whom you are in regular contact, this can be a very effective way to interact with them.
  • Inset textmark image. Mention that this a shared shortcode option provided by a third party (the second to cheapest option)
  • This pilot will assess the effectiveness of using mobile technology to disseminate short health messages that promote steps the public can take to reduce the spread of influenza and other ways they can protect their health
  • Ninety percent of Americans have mobile phones, so texting is the easiest way to start a digital relationship with anyone.
  • http://www.cdc.gov/mobile/ Enter CDC mobile IMAGE here Mobile Marketing Best Practices: http://www.diosacommunications.com/mobiletechnologybestpractices.htm
  • Webinar Mobile Technology Latinos

    1. 1. Reaching Hispanics with Mobile Media for Health Messaging
    2. 2. Overview <ul><li>Latinos’ use of mobile </li></ul><ul><li>Benefits of using mobile </li></ul><ul><li>How your organization can use SMS </li></ul><ul><ul><li>Planning an SMS Program </li></ul></ul><ul><ul><li>Short code options </li></ul></ul><ul><ul><li>Measuring your success </li></ul></ul><ul><ul><li>Case studies </li></ul></ul><ul><li>Q and A session </li></ul>
    3. 3. Hispanics & Mobile Media
    4. 4. How Many Latinos Use Mobile? <ul><li>There are 46.9 million Hispanics living in the US </li></ul><ul><li>31 million U.S Hispanics have a mobile phone, by age 17 the penetration of wireless services among Hispanic teens is 78% </li></ul><ul><li>Spend more time interacting via mobile phones than through landlines or their PCs </li></ul><ul><li>71% of Latinos consume mobile content, compared to the market average of 48% </li></ul><ul><li>Sources: (Mobile Marketing Association, Advertising Age, FCC) </li></ul>
    5. 5. Latinos: Sophisticated Mobile Users TEXT MESSAGING SMS PICTURE DOWNLOADS MOBILE INTERNET EMAIL MOBILE VIDEO Features used in the past 30 days by ethnicity HISPANIC WHITE BLACK/AFRICAN ASIAN/PACIFIC ISLANDER NATIVE AMERICAN OR ALASKAN NATIVE OTHER 77% 61% 75% 68% 65% 73% 29% 14% 26% 24% 15% 22% 43% 25% 39% 38% 26% 34% 23% 36% 37% 24% 32% 38% 7% 14% 17% 8% 12% 16% Key mobile data services used on device in past 30 days by ethnicity U.S. subscribers (n = 71,210). Source: The Nielsen Company
    6. 6. Hispanic Mobile Phone Users US Mobile Phone Users by Age, February--March of 2010 (millions and percent of total) 13-17 10.8% 18-24 22.3% 25-34 28.4% 35-44 18.5% 45-54 12.3% Note: total = 15.15 million; numbers may not add up to total due to rounding Source: comScore, provided to eMarketer, May 12, 2010 55-64 65+ 4.3% 3.4%
    7. 7. Hispanics and Text Messaging <ul><li>More than half of all U.S Hispanics regularly use text messaging </li></ul><ul><li>Text messaging has increased 59% among Hispanics year after year </li></ul><ul><li>Latinos aged 16-25 years old use their mobile phones more for text than they do for talking (Pew Hispanic Center) </li></ul><ul><li>Responding to mobile marketing text messages is up 74% vs. last year </li></ul>
    8. 8. Hispanics Accessing the Wireless Web 29% Hispanics Engage Daily Online on Cell Phone
    9. 9. Benefits of a Mobile Strategy <ul><li>Cell phones offer a simple and easy way to reach a large portion of the Hispanic community with important health messages </li></ul><ul><li>Mobile technology allows for collecting and delivering targeted and tailored health information </li></ul>
    10. 10. Why SMS Text Messaging? <ul><li>Text (or SMS) messaging is growing in all age groups. </li></ul><ul><li>98% of all phones are text message capable </li></ul><ul><li>Facilitates interactive communication and community </li></ul><ul><li>High open rates, close to “guaranteed read” </li></ul><ul><li>Cost-effective, fast, and produces good results </li></ul><ul><li>Recipients opt-in, aren’t interrupted </li></ul>
    11. 11. Limitations of SMS Text Messaging <ul><li>160-character limit = little space to make a case for taking action </li></ul><ul><li>Mobile carriers charge both the sender and recipient for each text message </li></ul><ul><li>When a text subscriber switches phone numbers or carriers, he or she will be opted out of an organization’s list automatically </li></ul>
    12. 12. How Can Your Organization Use Mobile? <ul><li>As a component of a larger integrated communications program </li></ul><ul><li>To raise awareness </li></ul><ul><li>As an instrument for research </li></ul><ul><li>To extend a current campaign </li></ul><ul><li>To get recipients to take action (e.g. get a flu shot; get an eye exam; or eat healthier) </li></ul>
    13. 13. What is SMS? <ul><li>SMS = short message service . Text messages are 160-character messages that can be sent and received on a mobile phone </li></ul><ul><li>Every mobile campaign requires two elements : a short code (where the text is being sent) and a keyword (the word sent in the text body that subscribes the sender to receive future texts) </li></ul>
    14. 14. Planning an SMS Text Messaging Program <ul><li>Remember, SMS should be a part of a larger communications program </li></ul><ul><li>Before beginning, consider the following: </li></ul><ul><ul><li>Target Audience </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Budget </li></ul></ul>
    15. 15. Message Content <ul><li>160 characters – need to be concise! </li></ul><ul><li>Use commonly used abbreviations where possible </li></ul><ul><li>Use punctuation only when necessary for clarification or emphasis </li></ul><ul><li>Messages need to be clearly branded so recipients immediately know who the message is coming from </li></ul><ul><li>Provide clear opt-out instructions on a regular basis </li></ul>
    16. 16. Call to Action <ul><li>Incorporate a call to action in your messaging to make it clear exactly what you want recipients to do </li></ul><ul><li>Phone numbers should use a click to call feature </li></ul><ul><li>If leading recipients to your site, make sure you have a mobile site or that your traditional site is optimized for mobile web browsing </li></ul>
    17. 17. CDC Mobile Site
    18. 18. Options to Obtain a Short Code <ul><li>Most to least expensive and amount of time required: </li></ul><ul><li>Option 1: A vanity short code - Most expensive option. Usually spells out a content provider’s name, brand, an associated word or is an easy to recall number or sequence, e.g. DISNEY=347639 or 88888. </li></ul><ul><li>Option 2: A dedicated short code - Costs less, but can also take a lot of time and will likely be cost prohibitive for most nonprofits (monthly maintenance costs can be close to $1000 dollars) </li></ul>
    19. 19. Short Code Options (Cont.) <ul><li>Option 3: A shared dedicated short code – A group of companies or organizations get together to share a dedicated short code. Each organization would still have their own keyword to inform their own individual audiences </li></ul><ul><li>Option 4: A shared short code - Under this scenario, which is less expensive, you would sign up to use a third party code that may be being used by other businesses and organizations. </li></ul><ul><li>Option 5: Sending text messages directly via your desktop or phone - This is the least expensive option, but if your company or nonprofit needs to reach a large number of clients, this may not be the best option. </li></ul>
    20. 20. Textmark Example <ul><li>Pricing for using a service like Textmark depends on both the amount of keywords and size of your subscriber list </li></ul><ul><li>Depending on your needs, Textmark offers monthly billing rates that range from $20 to $500. </li></ul><ul><li>$20 a month= access to 1 keyword that can be used to broadcast messages to up to 100 people. </li></ul><ul><li>$500 a month lets you use 50 keywords to reach up to 2,500 people. </li></ul><ul><li>In both cases, you can send your subscribers an unlimited amount of texts per month. </li></ul>
    21. 21. Measuring Your SMS Success <ul><li>14% click through or follow up is considered good </li></ul><ul><li>If 10% of your overall traffic to your mobile site is coming from SMS, you’re in good shape </li></ul><ul><li>Response rate to SMS polls/questions </li></ul><ul><li>You can set up a unique phone number to include in all SMS campaigns (that will still take callers to you main line) to measure the amount of subscribers that call </li></ul>
    22. 22. Case Studies: H1N1 Mobile Texting Pilot <ul><li>In September 2009, eHealth Marketing launched an pilot program to provide timely health and safety text messages via SMS to consumers. </li></ul><ul><li>Information being sent includes messages about H1N1 flu as well as other health topics and can reach up to 40,000 subscribers. </li></ul><ul><li>For more information about the mobile texting pilot, go to http:// www.cdc.gov /mobile / </li></ul>
    23. 23. National HIV Testing Day <ul><li>Objective: Get the word out about National HIV Testing Day through user-generated PSAs that were shared via mobile and social networks </li></ul><ul><li>In one day, more than 20 students from six universities and five AIDS organizations hit the streets with only cell phone video cameras to produce eight short video PSAs messages to encourage youth to be tested for HIV </li></ul>
    24. 24. Text4Baby <ul><li>National Healthy Mothers, Healthy Babies Coalition and the US Office of Science and Technology Policy are spearheading “text4baby,” a free mobile health initiative aimed at low-income, pregnant women and new mothers </li></ul><ul><li>Women can sign up for the program by texting BABY, or BEBE in Spanish, to 511411. Users enter their due date and receive three texts per week before the baby's birth, as well as for the first year of parenthood </li></ul><ul><li>Messages include health tips timed for the mother's pregnancy or the baby's age. Users can also sign up online on the main campaign site </li></ul><ul><li>All the major carriers in the country signed on and agreed to let these texts be free for their users </li></ul>
    25. 25. Additional Resources <ul><li>Mobile Marketing Best Practices: http://www.diosacommunications.com/mobiletechnologybestpractices.htm </li></ul><ul><li>http:// www.cdc.gov /mobile/ </li></ul>
    26. 26. Summary <ul><li>Latinos use of mobile technology is increasing every year </li></ul><ul><li>Opportunity for health messaging campaign is powerful in collaboration with other organizations to leverage cost </li></ul><ul><li>Messaging is not seen as intrusive and can encourage healthy behaviors </li></ul><ul><li>Evaluation of messaging can be managed through comprehensive social marketing plan </li></ul>
    27. 27. Reaching Hispanics with Mobile Media for Health Messaging THANK YOU FOR JOINING US TODAY For a copy of this presentation contact: Carlos Velázquez [email_address]

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