Mobile Marketing

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Presentation given at 2010 International Internet Conference- London

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  • Exciting things about mobile Could reach desired populations - hispanics, teens Growing Right for libraries? Diverse selction of libraries chosen
  • All day Mobile subscribers in the US initiate and receive significantly more SMS text messages than mobile telephone calls, with teens sending more text messages than any other age group, according to research from Nielsen Mobile. Affordable and a quick start Lowest common denominator Share timely knowledge: cuts through the clutter Make life easier for customers: Tidbits of knowledge, specific information Possible partnership opportunities for couponing
  • Parents have no time, they are exhausted and anything that can help them organize their day, Source: http://www.emarketer.com/Articles/Print.aspx?1007876 Time-Strapped Families Looking to Save Money Wanted Movie Tickets (first dibs) People without kids wanted coffee and travel coupons Marketers looking to convince mobile subscribers to opt in to SMS marketing campaigns should look to target parents, especially those with young children, based on research conducted by Harris Interactive for mobile marketing platform Pla cecast . The May 20 10 survey found that among US mobile users with c hildren, 33% were at least somewhat interested in receiving mobile alerts from their favorite merchants. Among those without children, just 26% were equally interested. The age of children in the household also had an effect on user interest levels; the presence of children under 6 boosted interest levels most, while those with teenagers in the house acted somewhat more like couples with no kids. Parents considered several mobile activities at least somewhat important at higher rates than mobile users without children, including searching for retail locations (57% vs. 42%), making purchases (40% vs. 26%) and accessing the internet in general (63% vs. 48%). Parents are even more interested in participating in foursquare and Facebook on the go. Most of parents’ desire for mobile text alerts points to time-strapped families looking to save money. Grocery coupons and promotions were the most popular text alert among all parents, including among the subgroups with older children and teens. The biggest interest of parents of the youngest kids was in products like movie tickets. The only promotions that appealed more to the child-free were deals for coffee and travel.
  • This is the number you text on your phone.
  • This is the what you text. Usd to segment audiences and track participation.
  • Online platform. On par with the ease of using survey monkey. Allows you to segment your marketing and communicate to specific or general population and test effectiveness of specific messages and make quick changes. Most of all- Interactive!
  • Legal
  • Banners, posters, bookmarks, newspaper calendar event listings, websites – add mobile call-to-action to any library media exposure.
  • Staff participation Opt-in to text programs to familiarize themselves with the experience Use for internal operations: work schedule change notifications, holidays, staff events, etc.
  • Real-time polls and surveys sent to patrons “ Parents: text BOOKA or BOOKB to 51684 to vote for the next book to read during this story-time!” Scheduled reminders throughout the day for attendees “ Thank you for participating in the Book Fair! Our guest author will start her autograph session in room 302 at 2:30pm! Notification that additional guidance and information is available “ Text LIBGUIDE to 51684 to be contacted by a job counselor” “ Text LIBINFO followed by your email address to have an electronic brochure sent to your email address”
  • Computer class on Microsoft Excel. Register Collect input Reminders Vote for next topics The Town Library arranged to hold a computer class on Microsoft Excel. Prior to the class, the instructor decided to use text message to let students register and also to collect input during class. Two weeks before the class, the Town Library posted the following information on its website and posters in building: “ Register for the Excel class by texting TLEXCEL to 51684. You will also receive one text message reminder before the class. Message and data rates may apply.” The day before class, everyone who registered received a reminder text message. As the class came to a close, the instructor asked the class to vote for what they’d like to study next “ Please texting in TLWORD, TLPOWERPOINT, or TLOUTLOOK to 51684.” After class, the instructor checked the text messaging system to tally which keyword received the most opt-ins, and adjusted her next class accordingly.
  • Computer class on Microsoft Excel. Register Collect input Reminders Vote for next topics The Town Library arranged to hold a computer class on Microsoft Excel. Prior to the class, the instructor decided to use text message to let students register and also to collect input during class. Two weeks before the class, the Town Library posted the following information on its website and posters in building: “ Register for the Excel class by texting TLEXCEL to 51684. You will also receive one text message reminder before the class. Message and data rates may apply.” The day before class, everyone who registered received a reminder text message. As the class came to a close, the instructor asked the class to vote for what they’d like to study next “ Please texting in TLWORD, TLPOWERPOINT, or TLOUTLOOK to 51684.” After class, the instructor checked the text messaging system to tally which keyword received the most opt-ins, and adjusted her next class accordingly.
  • Story-time suggestions “ Text LIBSTORY followed by the name of a book to 51684 to suggest what to read next time” Activity topics “ Text PLAY1, PLAY2, or PLAY3 to choose from the three activities I just described” Baby tips by age “ Text LIBBABY, LIBTODDLER, or LIBSCHOOL to 51684 to receive book suggestions, activities and events appropriate for your child’s age”
  • Story-time suggestions “ Text LIBSTORY followed by the name of a book to 51684 to suggest what to read next time” Activity topics “ Text PLAY1, PLAY2, or PLAY3 to choose from the three activities I just described” Baby tips by age “ Text LIBBABY, LIBTODDLER, or LIBSCHOOL to 51684 to receive book suggestions, activities and events appropriate for your child’s age”
  • Story-time suggestions “ Text LIBSTORY followed by the name of a book to 51684 to suggest what to read next time” Activity topics “ Text PLAY1, PLAY2, or PLAY3 to choose from the three activities I just described” Baby tips by age “ Text LIBBABY, LIBTODDLER, or LIBSCHOOL to 51684 to receive book suggestions, activities and events appropriate for your child’s age”
  • New arrival alerts “ Text LIBTHRILLER to 51684 for alerts when new thrillers arrive on our shelves!” Meeting reminder “ Text LIBBOOKCLUB to join our book club and receive discussion topics and meeting reminders each week” (example message: “Dan Brown’s The Lost Symbol is out now – why pay $16.95 when you can borrow for free from the Town Library?”)
  • Teenagers Role-model suggested reading lists “ Text JETER to 51684 to receive Derek Jeter’s reading list” Text in to join various clubs and get update s “ Text LIBORIGAMI to join our club” SAT word-of-the day “ Text LIBSAT to receive a word and its definition each day”
  • Teenagers Role-model suggested reading lists “ Text JETER to 51684 to receive Derek Jeter’s reading list” Text in to join various clubs and get update s “ Text LIBORIGAMI to join our club” SAT word-of-the day “ Text LIBSAT to receive a word and its definition each day”
  • Libraries are increasing their services to help people find jobs. Library as a Community Resource Job fair notifications “ Text LIBJOBS to 51684 to get alerts on upcoming job fairs at the library” Computer facilities “ Text LIBCOMPUTERS to 51684 to learn about updates to our computer equipment and computer classes” Volunteer opportunities ” Text LIBVOLUNTEER to 51684 to get notified when volunteer opportunities are available”
  • Mobile Marketing

    1. 1. Mobile Marketing Is it Right for Your Organization? Photo Credit: Vermin Twitter: nancydowd
    2. 2. mLibraries Pilot BACKGROUND
    3. 3. Why Mobile and Why SMS?
    4. 4. Time-strapped families looking to save money want mobile text alerts!
    5. 5. Terminology
    6. 6. Short Code 51684
    7. 7. Keyword “Champion” Used to segment audiences New keyword for each placement tracks what works
    8. 8. <ul><li>Legal details </li></ul><ul><li>Marketing help </li></ul><ul><li>Training </li></ul><ul><li>Easy to use </li></ul><ul><li>Affordable </li></ul>
    9. 9. Spanish speaking parents afraid to ask questions. Library wanted their english speaking children to take advantage of free programs. Pilot
    10. 10. Promote Funding Center Resources Engage teachers of blind and visually impaired students Pilots
    11. 11. Target Parents and Teens
    12. 12. Public Awareness
    13. 13. What Worked Utilize all communication channels
    14. 17. Staff participation
    15. 18. Train staff to mention text programs “ Have you heard about our mobile program? You can get text notifications If you’re interested, just get out your phone and I’ll show you how to sign up!”
    16. 19. Engage people attending events Photo Credit: ndemi
    17. 20. <ul><li>What would your customers who attend events need to know? </li></ul><ul><li>Real-time polls and surveys sent to patrons </li></ul><ul><li>Scheduled reminders throughout the day for attendees </li></ul><ul><li>Notification that additional guidance and information is available </li></ul>
    18. 21. Photo Credit: West Deptford Library Computer classes
    19. 22. <ul><li>What would your customers who take classes need to know? </li></ul><ul><li>Computer class on Microsoft Excel. </li></ul><ul><li>Register </li></ul><ul><li>Collect input </li></ul><ul><li>Reminders </li></ul><ul><li>Vote for next topics </li></ul>
    20. 23. Parents of Young Children
    21. 24. <ul><li>What would your customers who have young children need to know? </li></ul><ul><li>Story-time suggestions </li></ul><ul><li>Activity topics </li></ul><ul><li>Baby tips by age </li></ul>
    22. 25. Book Clubs
    23. 26. What would your customers who belong to book clubs need to know? New arrival alerts Meeting reminder
    24. 27. Teenagers
    25. 28. <ul><li>What would your teens need to know? </li></ul><ul><li>Role-model suggested reading lists </li></ul><ul><li>Text in to join various clubs and get updates </li></ul><ul><li>SAT word-of-the day </li></ul>
    26. 29. The Library as a Community Resource
    27. 30. <ul><li>What would your customers </li></ul><ul><li>looking to use you for job resources need to know? </li></ul><ul><li>Job fair notifications </li></ul><ul><li>Computer facilities </li></ul><ul><li>Volunteer opportunities </li></ul>
    28. 31. We learned ... <ul><li>Need compelling reason </li></ul><ul><li>Continually evaluate & tweak </li></ul><ul><li>Sign-up Resistance </li></ul><ul><li>One of many tools in marketing mix </li></ul>
    29. 32. THANK YOU! -Nancy Dowd BLOG: http://themwordblog.blogspot.com/ FACEBOOK and TWITER: nancydowd

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