Think Mobile First: JCC Mobile Marketing Strategies

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Benchmarking shows more than two-thirds of JCC members have smartphones. Learn how your JCC can put these devices at the core of your JCC’s marketing strategy.

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Think Mobile First: JCC Mobile Marketing Strategies

  1. 1. Think Mobile First March 2014
  2. 2. State of Mobile How to Optimize for Mobile Why Mobile Apps The JCC in the Mobile Age
  3. 3. State of Mobile 75%of JCC members and participants have smartphones, compared to 48% of US population and 62% of mobile phone users.
  4. 4. State of Mobile
  5. 5. State of Mobile 60,000+guides have been downloaded in the JCCs of North America App
  6. 6. State of Mobile 20%of website traffic to JCC websites is from a smartphone.
  7. 7. 69% 31% Mobile Friendly Websites
  8. 8. Emails Read on a Smartphone 48% of E-mails Are Read on a Smartphone
  9. 9. Social Happens on Mobile 914 min/mo spent on FB Mobile • Avg session is 63 seconds
  10. 10. Our Life is Filled With Screens
  11. 11. Our Life is Filled With Screens
  12. 12. Our Life is Filled With Screens
  13. 13. Huge Mobile Advertising Opportunity
  14. 14. Advertising Opportunity Advertising Targeting Options 1. Geography 2. Language 3. Age 4. Gender 5. Workplace 6. College 7. Interests (including job titles) 8. Categories 9. Your own email lists 10.Relationship status 11. Education level 12.College major 13.School
  15. 15. How to Optimize for Mobile
  16. 16. Understand What Mobile Users Want
  17. 17. Google Mobile Recommendations Recommended Mobile Solutions 1. Responsive Site 2. Dynamically serving different HTML on the same URL 3. Separate mobile URLs
  18. 18. Google Mobile Recommendations Recommended Mobile Solutions 1. Responsive Site 2. Dynamically serving different HTML on the same URL 3. Separate mobile URLs Easiest to Implement 1. Separate mobile URLs 2. Dynamically serving different HTML on the same URL 3. Responsive Site
  19. 19. Creating a Mobile Site
  20. 20. Recommended E-mail Optimizations •Keep E-mails Clean with Simple Layouts •Make Call to Action Buttons Tap Friendly (Apple suggests 44x44 pixels) •Test, test and test again (Litmus or Mailchimp) •Mobile-friendly Landing Page •Subject Line More Important Than Ever
  21. 21. Recommended Social Optimizations • Micro-Content • Use Apps that Create Content • Give Users Prompts • Promote Check-Ins • Use Facebook & Twitter Meta Tags • Use Video / Keep it Short
  22. 22. General Rules of Thumb • Post content, not PDFs • Mobile friendly video (YouTube) • Give option to view full site • Prioritize pages to optimize • Make testing on mobile a key step on your checklist
  23. 23. Why Mobile Apps
  24. 24. What are apps good for? •Schedules •Feedback •Sending Messages •Social Media Interaction Apps are great for…
  25. 25. Apps and Mobile Websites are Different •Push Messages •Notifications and Alarms •No load time •Personalized experiences through sign-in •Cross-device syncing •New developments - iBeacons Apps Use Your Device’s Features
  26. 26. The Big Picture A Vision of Success •When is my spin class tomorrow? •Isn’t there a free lecture tonight? Maybe I can register from my phone. •I wonder what the JCC’s hours are through Passover. •Oh, there’s an emergency closure! •Did you hear that the JCC just received a $1 million gift to build an annex?
  27. 27. Program Information
  28. 28. Short Digression on iBeacons •Low energy •Small •Inexpensive (~$10 each) •Universally recognizable by mobile devices iBeacon Facts
  29. 29. JCCs of North America App What’s Coming? •Desktop web version with session registration components •Networking with other members •iBeacon scavenger hunts, geo-targeted messaging, and check-ins
  30. 30. A Case Study in Mobile Dan Baer, Camp Operations Officer at Camp Inc.
  31. 31. Goal  =     Connec:ons  &   Engagement  
  32. 32. Analy&cs  by   Device  Type     70%  Desktop   20%  Mobile   10%  Tablet  
  33. 33. Responsive   Mobile   Views/Month     Boulder  JCC   850  Month       Camp  Inc.   500  Month  
  34. 34. App     673   Downloads  
  35. 35. Olark  Live  Chat  
  36. 36. Oh…and…Social  Media  
  37. 37. Tools  =     Responsive  Design   App   Live  Chat   Social  Media    
  38. 38. Questions? ?

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