Mobile Touches Everything webinar (Oct 2011)


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A webinar for nonprofit organizations on strategic approaches and tactical paths for creating a compelling mobile

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  • browsing content-heavy, full-scale sites can be overwhelming and ineffective on small screens
  • browsing content-heavy, full-scale sites can be overwhelming and ineffective on small screens
  • browsing content-heavy, full-scale sites can be overwhelming and ineffective on small screens
  • Barrier to entry is high
  • Mobile Touches Everything webinar (Oct 2011)

    1. 1. Mobile Touches Everything Misty McLaughlin©2011 Convio, Inc. | Page 1
    2. 2. Your HostMisty McLaughlin Manager of User Experience • 10 years of nonprofit-focused online consulting • Master’s degree in Information Architecture (IA) I’m also a… • Worked with nonprofits of all Portland, Maine resident shapes, sizes, budgets, and causes who’s a parent of a 2-year-old • Newest exciting mobile projects: and a • Launching the new mobile U.S. Fund for UNICEF Cancer site(coming two a device near you!) who likes long walks on the beach • Just published A Guide to the Mobile Web: Best …with my mobile device. Practices for Nonprofits©2011 Convio, Inc. | Page 2
    3. 3. Poll: You & Mobile• Who here has a smartphone?©2011 Convio, Inc. | Page 3
    4. 4. Poll: You & Mobile• Who here has a smartphone?• How many organizations currently have a mobile web presence?©2011 Convio, Inc. | Page 4
    5. 5. Poll: You & Mobile• Who here has a smartphone?• How many organizations currently have a mobile web presence?• How many have mobile-specific goals for 2012?©2011 Convio, Inc. | Page 5
    6. 6. The Buzz About Mobile What’s it all about? In-context, on- demand connection For you: The most immediate channel for reaching constituents – where they already are. For your supporters: Their venue for accessing information, organizing their lives, and engaging daily with the causes they most care about.©2011 Convio, Inc. | Page 6
    7. 7. Why Are We Here Today? 90% of NPOs use email and social marketing in their engagement strategies… * From NTEN’s recent survey on nonprofit mobile trends©2011 Convio, Inc. | Page 7
    8. 8. Why Are We Here Today? 90% of NPOs use email and social marketing in their engagement strategies… …yet only 16% will have a mobile presence in 2011* * From NTEN’s recent survey non nonprofit mobile trends©2011 Convio, Inc. | Page 8
    9. 9. Mobile is…• A channel • A way of thinking• An environment • A lifestyle• A cluster of activities • A culture• A set of constraints & • A paradigm shift opportunities©2011 Convio, Inc. | Page 9
    10. 10. In Short… Mobile. Touches. Everything.* *Gratis Lara Koch, Mobile Communications Manager, Humane Society of the U.S.©2011 Convio, Inc. | Page 10
    11. 11. Why is Mobile Important? A sensitivity exercise… From your smartphone, try:©2011 Convio, Inc. | Page 11
    12. 12. Why is Mobile Important? A sensitivity exercise… Now try:©2011 Convio, Inc. | Page 12
    13. 13. Why is Mobile Important? A strong, simple mobile presence = Foundational to effective campaigning©2011 Convio, Inc. | Page 13
    14. 14. How to Know If You Need a Mobile Site Reasons to Go Mobile: #1. Your Visitors Already Are• 5% or more of visits• Referral traffic from mobile sites• Planning to target highly mobile constituencies ©2011 Convio, Inc. | Page 14
    15. 15. How to Know If You Need a Mobile Site Reasons to Go Mobile: #2. Portable Potential• Geographic or place-based element to your cause• Host awareness-building, promotional, or fundraising events• Send email communications containing interesting links (e.g. local or personalized content) ©2011 Convio, Inc. | Page 15
    16. 16. How to Know If You Need a Mobile Site Reasons to Go Mobile: #3. You’re Already Redesigning Design for mobile first. “When a team designs mobile first, the end result is an experience focused on the key tasks users want to accomplish without the extraneous detours and general interface debris that litter todays desktop-accessed Web sites. Thats good user experience and good for business.” - Luke Wroblewski, Ideation + Design©2011 Convio, Inc. | Page 16
    17. 17. Approaches to Mobile A. Mini Site (Speed Dating) • Mobile-optimized, curated set of content (~3-25 items) • Typically consists of: • Highest-value content pages • <5 action opportunities • Basic about/education page • A few timely news items©2011 Convio, Inc. | Page 17
    18. 18. Approaches to MobileB. Campaign, Program, or Event Site (Dipping the Best Toe into the Mobile Waters)©2011 Convio, Inc. | Page 18
    19. 19. Approaches to Mobile C. Engagement Opportunity Only (Nothing But Action) • Donation form • Action alert • Sign up form • Event/participant center • Petition • Other campaign component©2011 Convio, Inc. | Page 19
    20. 20. Approaches to Mobile D. Mobile-friendly Content (Mining Those Sub-Pages) • Different from “mobile-optimized” content • Typically automated across a site • Minimal nav and images • Often combined with Mini or Full Site approaches • Use case: A supporter searches a topic or clicks on a link in an email and reaches this page©2011 Convio, Inc. | Page 20
    21. 21. Approaches to MobileE. Special Interactive Feature (The Whiz Bang)©2011 Convio, Inc. | Page 21
    22. 22. Approaches to Mobile F. Full Mobile Site (The Kitchen Sink) • For orgs that provide info as a service • Extremely rare (or for very small sites) • Only appropriate for sites with high-value, high-traffic content • Biggest investment is in strong IA and design to make so much content navigable©2011 Convio, Inc. | Page 22
    23. 23. Strategizing, Designing, & Building1. Define one key message2. Identify desired actions3. Allocate real estate4. Create design5. Build and test©2011 Convio, Inc. | Page 23
    24. 24. Strategizing: Defining Your Message• Distill your org’s online priorities.• Define one key message that’s succinct, understandable, and repeatable. “At [org name] we [verb For U.S. Fund for UNICEF: phrase] so that [constituent group] can “22,000 children die each [verb phrase].” day of preventable causes. We believe that Hint: Not your mission number should be statement. zero.”©2011 Convio, Inc. | Page 24
    25. 25. Strategizing: Identify Desired Actions• Ideally focus on 1-2 key actions (<5)• Prioritize actions so one task is clearly at the forefront Donations Email signup Location-specific search©2011 Convio, Inc. | Page 25
    26. 26. Designing: Allocate Real Estate • Start with key message and desired actions • Standard screen size: 320x480 pixels • Prioritize. And plan for experiences at top AND bottom of page • Limit scrolling for homepage, but OK for secondary pages©2011 Convio, Inc. | Page 26
    27. 27. Designing: VisualsCreative Strategy • Adapt your existing visual brand • Choose a small “best of” set of visual communicators (imagery, brand elements) • Prioritize spatial arrangement, orientation, and hierarchy©2011 Convio, Inc. | Page 27
    28. 28. Building Your Mobile PresenceStrong CMS Capabilities • Separating presentation elements from content • Facilitating automatic device detection • Allowing for device- specific tailored displays • Creating simple movement between mobile and desktop content©2011 Convio, Inc. | Page 28
    29. 29. Building Your Mobile PresenceBuild for Maintainability • Incorporate feeds & dynamic content • Balance evergreen with timely content • Touch your content just once • Create a scalable structure • Review & iterate©2011 Convio, Inc. | Page 29
    30. 30. Building: Test, Test, Test• Cater to the majority, accommodate the minority• Optimize for 2-3 devices to reach 90%• Current standard is 320 x 480px• Use simulators (no need to buy every device!)©2011 Convio, Inc. | Page 30
    31. 31. Congrats…You’re Mobile! Now What?Promote it!1. Cross links between mobile & full sites2. Desktop site call-out3. Promotional campaigns • Geosocial Networking • Text2Give • QR codes©2011 Convio, Inc. | Page 31
    32. 32. Congrats…You’re Mobile! Now What?To app, or not to app? Monterey Bay Aquarium’s Central Park Conservancy’s YMCA’s Seafood Watch Central Park App Location Finder (free) ($1.99) (free)©2011 Convio, Inc. | Page 32
    33. 33. Congrats…You’re Mobile! Now What?Evolve your content• How might someone read, perceive, or use this item on the go, from a small screen?• Which visual content is critical to communicating a particular message? Which is peripheral?• How can we increase the level of interactivity of our offerings?©2011 Convio, Inc. | Page 33
    34. 34. Congrats…You’re Mobile! Now What?Mobilize gradually • Analytics are your friend. • Always be evaluating mobile fitness. • Plan for phases 2+.©2011 Convio, Inc. | Page 34
    35. 35. Congrats…You’re Mobile! Now What? Measure your investment: Does mobile bring in the bacon?• Take a multi-channel perspective.• Acquisition tool • $11/email address gathered • 86% who give via text are willing to consider larger gifts via other channels*• Opportunity cost *mGive’s Text Giving Donor Survey Report©2011 Convio, Inc. | Page 35
    36. 36. Mobile Resources• Convio’s A Guide to the Mobile Mobile guide screenshot here Web: Best Practices for Nonprofits• mGive’s Text Donations Research • Mobile Donation Price Point Study • Text Giving Survey Report©2011 Convio, Inc. | Page 36
    37. 37. Questions? Misty McLaughlin 512-652-2661 @uxfornonprofits on Twitter©2011 Convio, Inc. | Page 37
    38. 38. Let’s talk. Connect with us.©2011 Convio, Inc. | Page 38