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Mobile for associations & nonprofits

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Presentation by GrowthVine, LLC on mobile technology for associations and nonprofits. Includes look at mobile web, mobile apps, QR codes, text messaging, RFID, NFC, etc.

Presentation by GrowthVine, LLC on mobile technology for associations and nonprofits. Includes look at mobile web, mobile apps, QR codes, text messaging, RFID, NFC, etc.

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  • Many analysts predicted that 2011 would be “the year of mobile”, but now they’ve actually uncovered that in the 4th quarter of 2010, more SMARTPHONES were purchased than PCs. I guess this just supports other statements I’ve heard or read like:EVERY FOUR SECONDS A BABY IS BORN AND 15 MOBILE PHONES ARE PURCHASED!OR my favorite…WORLDWIDE, THERE ARE MORE MOBILE PHONES THAN TOOTHBRUSHES…
  • NFC is a subset of RFID and provides more security and requires closer proximity (
  • NFC devices like new smartphone devices can read passive RFID tags and extract info stored in them. Example, if an exhibitor at your conference had a poster with a passive RFID tag in it, and an attendee with an NFC smartphone tapped it, you could instantly be entered into their drawing or receive a discount.NFC takes RFID a step further by putting the RFID chip in something that can do its own computing, like a mobile phone. So the phone itself can download coupons, for instance, and put the coupon data onto the RFID chip before it's tapped.
  • Analysts from FORRESTER RESEARCH are saying that this year, NFC will start to matter in the US
  • Transcript

    • 1. MOBILE TECHNOLOGY-It’s hot out there…but MOBILE is hotter!!!
      RFID
      QR
      NFC
      APP
      SMS
    • 2. WHO ARE THESE LADIES?
      Stella Dog
      Chief Happiness Officer
      GrowthVine, LLC
      Kelly Flowers
      Principal, Mobile & Social Strategy
      GrowthVine, LLC
      Kelly@GrowthVine.com
    • 3. WHAT ARE YOU GOING TO GET OUT OF THIS?
      Mobile Adoption-hot off the press
      Mobile Technologies, Example, Case Studies
      SMS
      Mobile Websites/ Mobile Apps
      QR Codes
      RFID & NFC
      Mobile Wallet
      Mobile Challenge
    • 4. MOBILE ADOPTION…are we there yet?
      The scale has tipped
      More smartphones
      were sold in the U.S.
      than PCs in Q4-2010
      Up over 87% from a year earlier
      --Morgan Stanley Nov 2010, IDC 2010
    • 5. MOBILE ADOPTION…it’s not just for kids anymore!
    • 6. MOBILE USAGE
    • 7. MOBILE TIME CONSUMPTION
    • 8. MOBILE APPS- where are we spending our time??
    • 9. POLL QUESTION #1
      How many of you have some type of mobile implementation for your organization?
      Mobile app
      Mobile website
      Use text messaging
      Use Location Based Services like Foursquare, Gowalla
      Have QR codes in your publications or at your events
    • 10. TYPES OF MOBILE
      SMS
      Mobile Website
      Mobile Apps
      QR codes
      RFID and NFC and mobile wallets
      LBS
      Mobile survey/polling
    • 11. SMS – Short Message Service
      Commonly referred as
      Text Messaging
      Common Short Code Messaging
      Shared Code Messaging
      Mobile messaging
      Wireless messaging
      short mail
      Parameters
      160 character message limit
      FUN FACTS
      Accessible by >97% of US mobile subscribers
      Over 7 Billion texts are sent each day
    • 12. SMS USER STATS
      SMS Users by age
      More than ONE TRILLION text messages were sent in 2010 in the US alone
    • 13. SMS USES
      Sweepstakes
      Tele-voting
      Mobile Coupons
      Promotions/Events
      Donations
      Personal messaging
    • 14. OUTBOUND SMS
      Outbound notifications or alerts- NO response requested
    • 15. OUTBOUND SMS- Call to Action
      CALL TO ACTION- sending SMS w/ hot link to mobile website or that include a phone number to call
      AIRLINES
      AT&T
      CAR REPAIR
    • 16. NiUG SMS case study
      Ask for SMS opt-in
      Sent questions about exhibitors
      Gave out gift cards
      Engaged attendees
      Happy exhibitors!
    • 17. OUTBOUND SMS- HRC example
      1. Mobile Alert 2. Link to Position 3. Call to Action 4. Sign your name
      5. Other ways to support $$$
    • 18. INBOUND SMS OR CSC
      Common Shortcode-based text messaging
      Using a 5 or 6 digit code (ex. 90999
      users send a text with a
      keyword like “ALIVE”)
      Shared Shortcode or Dedicated
      Shortcode
      Short Code Registry- www.USshortCodes.com
      List of CSC providers-
      http://usshortcodes.com/csc_applicators.html
    • 19. INBOUND SMS or CSC marketing
      Shortcode mobile campaign can be branded for your association through keywords you select and incorporated with other media (TV, radio, web, in-venue via signage)
      Tracking is real time and can be refined to provide greater impact near real time
    • 20. CSC examples
      Text4BABY.org
      Hospital Corporation of America (HCA)
    • 21. Case Study MOMA membership drive
      Objective: to use mobile to generate interest in MoMA and leads for membership conversions
      Reason to add mobile campaign: to offer another method for people to communicate with the museum
      Target audience: Tech-savvy YPs (25-40) based in NYC
    • 22. Case Study – MOMA membership drive
      How it worked:
      “Text MoMA4 to 30241”
      A response was sent requesting the user’s email address to get the special offer
      An email was sent with links to 2 special offers for membership
    • 23. SMS CSC Donations- how it works
      Using an Inbound Mobile CSC campaign, your organization can raise money for your own organization or for your supported cause
      User donates Carrier Collects Vendor Collects Nonprofit
      due to outreach and adds to user’s donations from receives
      campaign mobile bill each carrier proceeds minus
      processing fees
    • 24. SMS CSC donations examples
      Use Mobile CSC campaigns to supplement your volunteer initiatives
      Use CSC to collect donations for those unable to physically participate in the onsite project
      Text “PUPPY” to 12345
    • 25. INBOUND SMS- Voting/Polling
      Multiple Choice questions
      Enabling creative and fun ways to engage
      Able to limit votes
      Start times and end times of polls
      Less expensive than traditional ARS (audience response systems)
      Quick to setup and administer
    • 26. POLL #2
      Let’s vote on which toy Stella
      gets to play with today?
      Ball
      Chicken
      Bear
    • 27. MOBILE WEB--
      A mobile websites should not just be accessing a website on your mobile device
      Mobile websites are not the same as the website you see on your lap/desktop
      Prioritize the content
      Future of mobile websites- HTML 5
    • 28. MOBILE WEBSITES- considerations
    • 29. MOBILE WEBSITES- best practices
      Prioritize most visited content
      Simple options
      One column experience, avoid frames
      Require few clicks
      Top to bottom navigation
      Add calls to action
      Provide click to call
      Create mobile specific content (directions, company overview, etc)
    • 30. MOBILE WEBSITES- good examples
      Desktop version
      Mobile website app for home screen
      Mobile version
    • 31. MOBILE WEBSITES—good examples
      Mobile version
      Desktop version
    • 32. MOBILE WEBSITES—good examples
      Desktop version
      Mobile version
    • 33. MOBILE WEBSITES—not so good…
      Desktop version
      Mobile version
    • 34. MOBILE WEBSITES—not so good
      Mobile app
      Mobile website
      Desktop version
    • 35. MOBILE WEBSITES—things to consider
    • 36.
    • 37.
    • 38. MOBILE APPS-what are they?
      Also known as “Native” mobile apps
      Small applications that are downloaded to your smartphone that run quick and specific processes
      Utilizes your smartphone’s native capabilities—camera, GPS, voice recorder
      Does not necessarily need to be connected to the Internet to function
      Can be updated to add more functionality
    • 39. MOBILE APPS-where do you get them?
      Mobile applications—applications for smartphones that are downloaded from an “app store”
      Apple’s iPhone—”App Store”
      Android—”Android Market”
      Blackberry—”Blackberry App World”
      Windows—”Windows App Store”
      Nokia—”Ovi Store”
    • 40. MOBILE APPS—why use them?
      Don’t necessarily need Internet connection to use
      Quicker load and have better performance
      To have the cache of having your brand searchable in the app store
      Built to use the functionality of each platform, dimensions, etc—very intuitive design
      To take advantage of features of the smartphone like camera, GPS, microphone
    • 41. MOBILE APPS—What you should consider carefully
      Which platforms to build on? –Each is built on different languages and use the intuitive behaviors of each platform
      How will you know which platforms your members want?
      What is your budget?
    • 42. MOBILE APPS- types of apps associations have produced
      Industry Best Practices
      Legislative Alerts
      Tools and Resources
      Association Journals
      Podcasts
      Tips and Tricks
      Location-Based Services
      Educating the Public
      Events
      Comprehensive Association Apps
    • 43. MOBILE APPS- Industry best practices
      Registered Nurses Association of Ontario
    • 44. MOBILE APPS- Legislative alerts
      National Association of Realtors
    • 45. MOBILE APPS—Tools and Resources
      American Medical Association
    • 46. MOBILE APPS—Association Journals
      American Psychological Association
    • 47. MOBILE APPS--Podcasts
      American Association for Cancer Research
    • 48. MOBILE APPS—Tips & Tricks
      Promotional Product Association International
    • 49. MOBILE APPS--LBS
      Canadian Real Estate Association
    • 50. MOBILE APPS—Public Awareness
    • 51. MOBILE APPS—events & conferences
    • 52. MOBILE APPS- 365 day example
      CESSE
      ISTE
    • 53. MOBILE APPS—questions you should be asking
      What is our Goal for the mobile app?
      Who are we trying to reach?
      What is our budget?
      Do we have the internal bandwidth and expertise on multiple programming languages?
      How will we test it and market it?
      If using an app for a conference, how will we plan for time zone changes (CMS)?
      Which platforms?
      What will our measure of success be?
      How will we help our members do their jobs better?
    • 54. MOBILE APPS—how can mobile help your members?
      Are your members looking to your association for advice on how to use mobile in their professions?
      What is your association doing to help them?
      Professional association app store?
    • 55. MOBILE APP DEVELOPERS
      There are quite a few mobile app developers
      out there, here’s a link to a pretty
      comprehensive list
      http://www.growthvine.com/resources/mobileappdevelopers/
    • 56. POLL #3
    • 57. QR CODES
      Quick response or Quick Ready codes are 2D bar codes
      QR reader apps (like those found here: http://www.growthvine.com/resources/qrcodereaders/ ) can use your smartphone’s camera to take a picture and read the QR code
    • 58. QR CODE CAPABILITIES
      URL
      Phone number, email address or complete contact info (vCard)
      Text
      SMS message
      Calendar event
      Geolocation
    • 59. QR CODE CREATION
      Quick & easy
      Free
      Able to promote branding (colors & logos)
      Can be edited without changing the contents
      Use as few characters as possible
      Use a URL shrinker if possible (http://bit.ly,
      http://goo.gl)
      QR Code Generators- http://www.growthvine.com/resources/qrcodegenerators/
    • 60. QR CODE USES-MOBILE MARKETING
      Sign in Atlanta airport
      LINK TO URL
      Mobile websites
      Contact info
      Videos (YouTube/Vimeo)
      Program guide at event
      Link from print
      publications to online ads
      Scan QR code from mobile
      Click to play video ad
    • 61. QR CODES at EVENT-Example
      Society for Vacuum Coaters Annual Meeting
      Membership—800-1000, 90% male, avg age 50
      Challenge—trying to find new ways to attract and appeal to younger members
      Chicago Hyatt Regency (approached by Hyatt at last minute)
      1287 registrants at conference (706 full conference attendees/581 Exhibit booth staff)
      Technical Program, 2 Symposia, highlighted keynote speakers
    • 62. QR CODE MARKETING-Outdoor Signage
      Use QR code reader to translate
      Links to website advertising Lynchburg, VA
    • 63. QR CODE MARKETING-In STORE
      Use QR code reader to translate
      In-store promo that links to Astepro- allergy medicine
    • 64. QR CODE MARKETING- Onsite
      Use QR code reader to translate
      At car show on the windshield of a MINI
      Links to iPhone App Store for Virtual MINI app
    • 65. QR CODES—SVC event
      • Embedded in digital signage in lobby
      • 66. Linked to technical program, but there was no call to action
      • 67. Different locations displayed QR codes that linked to different things—
    • QR CODE—SVC event
      After the event Survey—”Did you use the QR code?”
      113 respondents (about 9% of the conference attendees)
      8% yes/92% no
      Very positive reaction from those who said yes
      While at the event, many younger attendees (target audience) said it was very helpful
    • 68. QR CODES—SVC event
      Lessons learned
      More time to promote it
      Include in more marketing material
      Physical placement of QR codes and what they linked to is important
      Will they do it again—YES!
    • 69. QR CODE TEXT
      Email address
      Phone number
      vCard
      Text
    • 70. QR CODES ideas & things to consider
      Free—why not try it out!
      Provide links to QR reader apps for different mobile devices
      Link to mobile-friendly results
      Placement of QR codes (front of t-shirt—bad, back of t-shirt—good)
      Personalize, but TEST, TEST, TEST
    • 71. POLL #4
      Have you used RFID at your events?
    • 72. RFID-Radio Frequency IDentification
      RFID uses radio waves to allow a reader or scanner to communicate with a device that some sort of electronic tag built into it
      (think SmartTrip metro card)
      TRANSACTIONAL
    • 73. RFID uses
      Current uses
      Used in badges at events to measure expo floor traffic
      Used at events to allow entrance into paid sessions
      Used at some hotels as key cards
      Used at sporting events for timing chips
    • 74. RFID specs
      RFID range can be from 1 foot but amplified to more than 300 feet
      Typically requires power from a reader
    • 75. NFC-Near Field Communication
      More secure than RFID, within a few inches
      Newer technology but NFC chips are compatible with RFID
      Why the switch to NFC from RFID---it’s MUCH smarter and more secure
      RFID is transactional
      NFC is INTERACTIVE
    • 76. NFC—barriers to entry
      Required new infrastructure
      Handset manufacturers
      Retailers
      Service providers
      Who would be first?
      Android Nexus S
    • 77. “2011 is—finally—the year that NFC begins to matter.
      The market will finally move away from the trial stage in regions where NFC infrastructure is in place”
      Forrester Research- 2011 Mobile Trends report
    • 78. PROMISES OF NFC
      Pay for purchases
      Reward Card Consolidation
      Location Based Networks
      Redeem coupons
      Virtual ID
      Personalization Services
    • 79. NFC examples
    • 80. WALLET MEET PHONE
      Google Wallet
      Google
      Sprint
      MC, Citi, First Data
      ISIS
      AT&T, T-Mobile, Verizon
      Visa, MC, Amex, Discover
    • 81. MOBILE WALLET for ASSOCIATIONS
      Tracking CE credits at meetings
      Exhibitors offering mobile coupons at booth
      Contact exchange
      So Many more….
    • 82. FUTURE OF MOBILE-click for Video
    • 83. THE MOBILE RACE IS ON….WILL YOU BE LEFT BEHIND?
    • 84. MOBILE CHALLENGE
      WIN 60 minute mobile strategy consultation with GrowthVine
      Question: Whatis the name of the first phone sold in the US to have NFC embedded in?
      Email Kelly:
      Kelly Flowers
      Principal, Mobile & Social Strategy
      GrowthVine, LLC
      703-598-4614
      Kelly@GrowthVine.com
      @GrowthVine
      @Kelly_Flowers

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