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Mobile: the opportunity for charities | Ilicco Elia – Head of Mobile at LBi
 

Mobile: the opportunity for charities | Ilicco Elia – Head of Mobile at LBi

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  • Just more stats for background use while explaining the slide30M more smart phones were sold than PCs in Q4 of 201113.2% of the 6.1 billion mobile devices are smartphones, in the UK, United States and Germany this rises to 30%, in Sweden and Finland as much as 50%Almost 50% of UK internet users are going online via mobile phone data connections55% of Twitter's traffic comes from mobile devices83% of Twitter users overall have browsed by mobile33% of Facebook’s traffic comes from mobile devices50%+ of Facebook status updates are from mobilePayPal has seen mobile payments sore from $141M in 2009, $750M in 2010 and up to $4B in 2011
  • It may be a cliché but it is true we wake up to our phone, we have it by our side all dayWe go back home to get it if we leave it there by mistake (as opposed to our wallet which we would leave at home)It is the last thing we check at night, before setting the alarm on it for the morning after.It is the most personal of device and in a few years it will know us better than we know ourselvesIt will know our bodies and what shape we are in sooner than that, (think run keeper or nike run)…
  • So for a campaign or a service to be taken seriously (and not feel out of place) on mobile it must be personalised and utterly relevantBlanket untargeted or irrelevant messages actually do more harm than good.This is the opportunity to have a more respectful, more meaningful, longer conversation – and hence relationship – with customers.Service them at their point of need
  • Mobile ads will only work if they are as personal as the other communications on your phone.If they are not, they will stand out, and not in a good way.
  • Use the potential of mobile to actually make mobile ads “mobile”Not just web ads squeezed down to a 300 wide sliver of an advert.They need to be integrated and personal and location based and and and…

Mobile: the opportunity for charities | Ilicco Elia – Head of Mobile at LBi Mobile: the opportunity for charities | Ilicco Elia – Head of Mobile at LBi Presentation Transcript

  • Mobile.It’s emotionalilicco eliaHead of Mobile LBi@ilicco
  • TECHNOLOGY HAS CHANGED EVERYTHING
  • Mobile is more important than you would believe
  • Mobile usage has already exploded55% of Twitter & Facebook traffic comes fromsmartphones83% of Twitter users have browsed by mobileThe need for a mobile optimised site is greater thaneverEven though apps are all the rage.
  • Mobile is now 2/3rds of all connected devices
  • MOBILE ISTHE MOST PERSONAL OF DEVICES
  • The most personal of deviceEverything you do on a mobile phone is inherentlypersonal; you call people you know; send SMS tofriends; email colleagues; organize social events.You do this all day, every day, over 150 times a dayThat’s every 7 minutes while you’re awake
  • HOW CAN WE GO FROMPAYING TO GIVING
  • Use EmotionLink a giving moment to an emotional event or response – e.g. “I saw a picture my mum would haveliked… I will upload it and pay 10p to charity”
  • HOW DO WE MAKEGIVING REPEATABLE
  • Direct Debits Repeat Regularand hence areassociated with a utility bill
  • Direct Debitsare about paying for things
  • Should we try toseparate giving from paying?
  • Could we linkrepeat donations to emotional moments?
  • NEXT STEPS
  • SMS giving is easy and gaining wider acceptance
  • This is all you need to start collecting payments via SMS<a href=“sms://84040”> Click and Type “Donate £5”</a>
  • MAKE YOUR EMAILS MOBILE FRIENDLY MAKE YOURWEBSITES MOBILE FRIENDLY
  • MAKE IT PERSONALMAKE IT RELEVANT
  • THINK ABOUT THECONTEXT OF THE DONATION
  • ATTACH A FEELING TO GIVING
  • Mobile.It’s emotionalilicco eliaHead of Mobile LBi@ilicco