Non-Profit workshop - mobile strategy


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How to create a mobile strategy. Presentation delivered to non-profits but really applies to anyone. Very little NPO-specific stuff in here.

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Non-Profit workshop - mobile strategy

  1. 1. Creating a Mobile Strategy Kelly McIvor @kjmcivor October, 2011 “ Mobile marketing is no longer something companies need to try – it's something they need to do.”
  2. 2. <ul><li>Contents </li></ul><ul><li>The State of Mobile </li></ul><ul><li>Types of Mobile Media </li></ul><ul><li>Define Your Objectives </li></ul><ul><li>Know Your Audience </li></ul><ul><li>Define Your Strategy </li></ul><ul><li>Technology Choices </li></ul><ul><li>Integration Planning </li></ul><ul><li>Selecting a Vendor </li></ul>Creating a Mobile Strategy
  3. 3. <ul><li>The State of Mobile </li></ul><ul><li># of American adults (13+) with a mobile phone: 234 million 2 </li></ul><ul><li>% mobile-only households: 27 1 </li></ul><ul><li>% who use text-messaging: 71 2 </li></ul><ul><li>% who access the web: 42 2 </li></ul><ul><li>% of smartphones: 40 2 </li></ul><ul><li>% of smartphone users who access the web at least daily: 78 3 </li></ul>1 Cellular Telephone Industry Association, 2011 2 ComScore, October, 2011 3 Ipsos/Google, July, 2011 Creating a Mobile Strategy
  4. 4. <ul><li>Types of Mobile Media </li></ul><ul><li>Reach </li></ul><ul><li>Ease of implementation </li></ul><ul><li>User-experience </li></ul>Creating a Mobile Strategy
  5. 5. <ul><li>SMS / Text-Messaging </li></ul><ul><li>Short Codes </li></ul><ul><ul><li>5-6 digits </li></ul></ul><ul><ul><li>Domestic </li></ul></ul><ul><li>Long Codes </li></ul><ul><ul><li>10+ digit </li></ul></ul><ul><ul><li>Domestic & International </li></ul></ul><ul><li>Build a database </li></ul><ul><li>95% mobile phone reach </li></ul><ul><li>Consistent user-experience </li></ul>Creating a Mobile Strategy
  6. 6. <ul><li>MMS </li></ul><ul><li>( M ulti-Media M essaging S ervice) </li></ul><ul><li>Barcodes/QR Codes </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Richer user-experience </li></ul><ul><li>Spotty user-experience </li></ul><ul><li>Medium reach </li></ul>Creating a Mobile Strategy
  7. 7. <ul><li>Mobile Web </li></ul><ul><li>Define your purpose </li></ul><ul><li>Auto-detect mobile device </li></ul><ul><li>Content is key </li></ul><ul><li>Medium Reach (but growing) </li></ul>Creating a Mobile Strategy
  8. 8. <ul><li>Downloadable Applications </li></ul><ul><li>Very interactive </li></ul><ul><li>Complex delivery </li></ul><ul><li>Expensive development </li></ul><ul><li>Low/Medium reach </li></ul><ul><li>Application Marketplaces </li></ul><ul><li>Apple, Android, Rim, Windows, Nokia </li></ul>Creating a Mobile Strategy
  9. 9. <ul><li>IVR </li></ul><ul><li>I ntegrated V oice R esponse </li></ul><ul><li>100% reach </li></ul><ul><li>Instant response </li></ul><ul><li>Interactive </li></ul><ul><li>Develop a database </li></ul>Creating a Mobile Strategy
  10. 10. <ul><li>Mobile Advertising </li></ul><ul><li>Banner Ads </li></ul><ul><ul><li>Mobile/WAP sites </li></ul></ul><ul><ul><li>In-game or in-application </li></ul></ul><ul><ul><li>Landing Pages </li></ul></ul><ul><li>SMS </li></ul><ul><ul><li>End-of-message Tags </li></ul></ul><ul><ul><li>Full message </li></ul></ul><ul><li>Advertising Networks </li></ul><ul><li>Direct to mobile site owner </li></ul>Creating a Mobile Strategy
  11. 11. Content Discovery Creating a Mobile Strategy Application Mobile Web SMS SMS QR Code Advertising NFC Mobile Web
  12. 12. <ul><li>The Mobile User-Story </li></ul> vs. &quot; ...the mobile use case is about either urgent need-to-know or impulsive want-to-have data.“ - Steve Smith, Media Post: Mobile Insider Creating a Mobile Strategy
  13. 13. <ul><li>Developing a Mobile Plan </li></ul><ul><ul><li>Set your objectives </li></ul></ul><ul><ul><li>Understand your audience </li></ul></ul><ul><ul><li>Define the strategy </li></ul></ul><ul><ul><li>Choose the mobile media </li></ul></ul>Creating a Mobile Strategy
  14. 14. <ul><li>Set your objectives </li></ul><ul><ul><li>Primary and secondary objectives </li></ul></ul><ul><ul><ul><li>Increase donations </li></ul></ul></ul><ul><ul><ul><li>Reduce costs </li></ul></ul></ul><ul><ul><ul><li>Recruit volunteers </li></ul></ul></ul><ul><ul><ul><li>Increase advocacy </li></ul></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Consider a phased approach </li></ul></ul>Creating a Mobile Strategy
  15. 15. <ul><li>Understand your audience </li></ul><ul><ul><li>Current vs. Desired </li></ul></ul><ul><ul><li>Mobile profile </li></ul></ul><ul><ul><ul><li>Devices </li></ul></ul></ul><ul><ul><ul><li>Activities </li></ul></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Historical patterns </li></ul></ul>Creating a Mobile Strategy
  16. 16. Mobile Technographics: Understanding The Connected Consumer September 2010 “US Mobile Technographics®: 2010”
  17. 17. <ul><li>Define the mobile strategy </li></ul><ul><ul><li>Who do you want to reach? </li></ul></ul><ul><ul><li>What do you want to offer? </li></ul></ul><ul><ul><li>What is your level of commitment? </li></ul></ul>Creating a Mobile Strategy
  18. 18. <ul><li>Choose the mobile media </li></ul><ul><ul><li>Based on your audience </li></ul></ul><ul><ul><li>Short-term vs. Long-term </li></ul></ul><ul><ul><li>Device and platform features required </li></ul></ul>Creating a Mobile Strategy
  19. 19. <ul><li>Integration </li></ul><ul><li>Mobile should be a part of a larger strategy </li></ul><ul><li>Strong Call-to-Action </li></ul><ul><li>Compelling and valuable </li></ul><ul><li>Potential integration points </li></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Printed material </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Email newsletter </li></ul></ul>Creating a Mobile Strategy
  20. 20. <ul><li>Selecting a vendor </li></ul><ul><ul><li>Strategy Development/Consulting </li></ul></ul><ul><ul><li>Media Specialists (e.g. apps, SMS, Web) </li></ul></ul><ul><ul><li>Development shops </li></ul></ul><ul><ul><li>Look for: </li></ul></ul><ul><ul><ul><li>depth of expertise (how long in mobile) </li></ul></ul></ul><ul><ul><ul><li>breadth of knowledge (which aspects of mobile) </li></ul></ul></ul>Creating a Mobile Strategy
  21. 21. <ul><li>Selecting a vendor </li></ul><ul><ul><li>Self-Service Platforms </li></ul></ul><ul><ul><ul><li>Does the platform support the needed features? </li></ul></ul></ul><ul><ul><ul><li>Who will operate/use the platform? </li></ul></ul></ul><ul><ul><ul><li>What skills are required? </li></ul></ul></ul>Creating a Mobile Strategy
  22. 22. <ul><li>Contact </li></ul><ul><li>Kelly McIvor </li></ul><ul><li>[email_address] </li></ul>Creating a Mobile Strategy