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Mobile for associations & nonprofits
 

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

Mobile for associations & nonprofits Mobile for associations & nonprofits Presentation Transcript

  • MOBILE TECHNOLOGY-It’s hot out there…but MOBILE is hotter!!!
    RFID
    QR
    NFC
    APP
    SMS
  • WHO ARE THESE LADIES?
    Stella Dog
    Chief Happiness Officer
    GrowthVine, LLC
    Kelly Flowers
    Principal, Mobile & Social Strategy
    GrowthVine, LLC
    Kelly@GrowthVine.com
  • 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
  • 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
  • MOBILE ADOPTION…it’s not just for kids anymore!
  • MOBILE USAGE
  • MOBILE TIME CONSUMPTION
  • MOBILE APPS- where are we spending our time??
  • 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
  • TYPES OF MOBILE
    SMS
    Mobile Website
    Mobile Apps
    QR codes
    RFID and NFC and mobile wallets
    LBS
    Mobile survey/polling
  • 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
  • SMS USER STATS
    SMS Users by age
    More than ONE TRILLION text messages were sent in 2010 in the US alone
  • SMS USES
    Sweepstakes
    Tele-voting
    Mobile Coupons
    Promotions/Events
    Donations
    Personal messaging
  • OUTBOUND SMS
    Outbound notifications or alerts- NO response requested
  • 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
  • NiUG SMS case study
    Ask for SMS opt-in
    Sent questions about exhibitors
    Gave out gift cards
    Engaged attendees
    Happy exhibitors!
  • OUTBOUND SMS- HRC example
    1. Mobile Alert 2. Link to Position 3. Call to Action 4. Sign your name
    5. Other ways to support $$$
  • 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
  • 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
  • CSC examples
    Text4BABY.org
    Hospital Corporation of America (HCA)
  • 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
  • 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
  • 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
  • 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
  • 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
  • POLL #2
    Let’s vote on which toy Stella
    gets to play with today?
    Ball
    Chicken
    Bear
  • 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
  • MOBILE WEBSITES- considerations
  • 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)
  • MOBILE WEBSITES- good examples
    Desktop version
    Mobile website app for home screen
    Mobile version
  • MOBILE WEBSITES—good examples
    Mobile version
    Desktop version
  • MOBILE WEBSITES—good examples
    Desktop version
    Mobile version
  • MOBILE WEBSITES—not so good…
    Desktop version
    Mobile version
  • MOBILE WEBSITES—not so good
    Mobile app
    Mobile website
    Desktop version
  • MOBILE WEBSITES—things to consider
  • 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
  • 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”
  • 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
  • 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?
  • 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
  • MOBILE APPS- Industry best practices
    Registered Nurses Association of Ontario
  • MOBILE APPS- Legislative alerts
    National Association of Realtors
  • MOBILE APPS—Tools and Resources
    American Medical Association
  • MOBILE APPS—Association Journals
    American Psychological Association
  • MOBILE APPS--Podcasts
    American Association for Cancer Research
  • MOBILE APPS—Tips & Tricks
    Promotional Product Association International
  • MOBILE APPS--LBS
    Canadian Real Estate Association
  • MOBILE APPS—Public Awareness
  • MOBILE APPS—events & conferences
  • MOBILE APPS- 365 day example
    CESSE
    ISTE
  • 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?
  • 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?
  • 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/
  • POLL #3
  • 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
  • QR CODE CAPABILITIES
    URL
    Phone number, email address or complete contact info (vCard)
    Text
    SMS message
    Calendar event
    Geolocation
  • 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/
  • 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
  • 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
  • QR CODE MARKETING-Outdoor Signage
    Use QR code reader to translate
    Links to website advertising Lynchburg, VA
  • QR CODE MARKETING-In STORE
    Use QR code reader to translate
    In-store promo that links to Astepro- allergy medicine
  • 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
  • QR CODES—SVC event
    • Embedded in digital signage in lobby
    • Linked to technical program, but there was no call to action
    • 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
  • 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!
  • QR CODE TEXT
    Email address
    Phone number
    vCard
    Text
  • 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
  • POLL #4
    Have you used RFID at your events?
  • 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
  • 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
  • RFID specs
    RFID range can be from 1 foot but amplified to more than 300 feet
    Typically requires power from a reader
  • 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
  • NFC—barriers to entry
    Required new infrastructure
    Handset manufacturers
    Retailers
    Service providers
    Who would be first?
    Android Nexus S
  • “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
  • PROMISES OF NFC
    Pay for purchases
    Reward Card Consolidation
    Location Based Networks
    Redeem coupons
    Virtual ID
    Personalization Services
  • NFC examples
  • WALLET MEET PHONE
    Google Wallet
    Google
    Sprint
    MC, Citi, First Data
    ISIS
    AT&T, T-Mobile, Verizon
    Visa, MC, Amex, Discover
  • MOBILE WALLET for ASSOCIATIONS
    Tracking CE credits at meetings
    Exhibitors offering mobile coupons at booth
    Contact exchange
    So Many more….
  • FUTURE OF MOBILE-click for Video
  • THE MOBILE RACE IS ON….WILL YOU BE LEFT BEHIND?
  • 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