Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Anytime, Anywhere: Getting the Message on Mobile by Amy Gahran (2016)

717 views

Published on

Anytime, Anywhere: Getting the Message on Mobile by Amy Gahran (2016)

Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.

Published in: Mobile
  • Be the first to comment

  • Be the first to like this

Anytime, Anywhere: Getting the Message on Mobile by Amy Gahran (2016)

  1. 1. Anytime, Anywhere: Getting the Message on Mobile April 4, 2016 Amy Gahran amy@gahran.com @agahran
  2. 2. Amy Gahran amy@gahran.com 2
  3. 3. 3
  4. 4. Smartphones: fastest consumer adoption of any technology! - Lee Rainie, Pew Research (Me: Because mobile is
 inherently engaging.) 4
  5. 5. What mobile engagement can look like… 5
  6. 6. 6
  7. 7. 7
  8. 8. More community foundations doing cool local engagement with mobile: bit.ly/cfoundmobile 8
  9. 9. Mobile is: Personal!!! 9
  10. 10. Take Out Your Phones! 10
  11. 11. A Better Mobile Experience 11
  12. 12. Mobile = Smartphones! (not tablets) 12
  13. 13. Mobile = Crucial for Local • Over half of local searches happen on mobile devices. (Search engines and apps) • Community sites/campaigns often are NOT an optimal mobile experience • Pages take more than 1-2 sec to download? Mobile users LEAVE! • Especially on cellular data connections. 13
  14. 14. Blogs Super easy to make
 mobile friendly 14
  15. 15. PDFs stink! (on mobile) 15
  16. 16. Do you have to redesign your website for mobile?…. 16
  17. 17. 17
  18. 18. Google AMP: ampproject.org • Accelerated Mobile Pages • Open Source framework to create mobile- optimized version of site • Up to 85% page load time savings • Better mobile search visibility • Developers can implement faster, cheaper • Doesn’t require site redesign • More at: bit.ly/kdmcfbg 18
  19. 19. Mobile Content Distribution Beyond Your Website 19
  20. 20. Medium.com: bit.ly/knightvr 20 Viewed in the
 Medium app:
  21. 21. Medium.com: bit.ly/knightvr 21
  22. 22. ToxicNJ.com 22 Medium via Mobile Web App options Logged in
  23. 23. 23
  24. 24. Facebook!!! 24
  25. 25. FB Instant Articles • Republish selected articles directly & automatically within Facebook app • News sites and other article-style content • FB: Most popular and stickiest mobile app • Your community is already there. • April 12: Open to all publishers! • Integrates web analytics, e-mail signup forms • Free?…. 25
  26. 26. 26 In Facebook
 mobile app NOT mobile web browser!
  27. 27. 27
  28. 28. 28
  29. 29. Mobile Giving 29
  30. 30. Mobile Giving Options • Text to give. Wireless carrier billing. Works on any cell phone (even dumb phones) • Mobile donations. Credit card billing. Needs smartphone. • Mobile web or apps, including crowdfunding. Needs smartphone. 30
  31. 31. Hispanics in Philanthropy
 Custom-built, mobile-friendly crowdfunding platform (web, not app) 31
  32. 32. 32
  33. 33. • Regular online giving events. • Supports, promotes broader campaigns like Giving Tuesday. • Lots of resources, training (capacity building). • Cool prizes as perks: SW airline tickets, in- kind contributions. • Matching funds. For every $1 HIP partners offer as match, nonprofits raise $1.71. 33 HIPGive features:
  34. 34. Texting + Giving = Instant generosity!
 (esp. with radio, TV, ads) 34
  35. 35. Text-to-Give: How it works • Donor texts a keyword to a shortcode • Fixed donation amount only • Carrier billing: added to donor’s cell phone bill • Carrier & donation platform take their cut • You (eventually) get the money • Optional: Can build up your opt-in texting list • Simplest donor experience, works on any cell phone 35
  36. 36. 36 Shortcode Keyword Response Donor confirmation
  37. 37. Text-to-Give drawbacks • Time to receive funds: 90-120 days vs. 15 days (donors must pay phone bill) • Limited data for engagement: Cell # only • Higher transaction fees. • Lower fulfillment due to more failed transactions • Most family, group, corporate plans are ineligible. • Not compatible with discount cell resellers 37
  38. 38. Mobile Donations: How it works • Texting/mobile web hybrid • Donor texts a keyword to a shortcode • Autoresponse text includes link to donate • Donor fills out mobile web form — flexible donation amount! • Billed to credit card (or sometimes Paypal, ApplePay, Google Wallet) • Minus fees (for platform, transactions)… • You get the money! (Higher avg donations) 38
  39. 39. 39 Keyword Shortcode Donation link (mobile web)
  40. 40. 40
  41. 41. Cell phone typing: What could possibly go wrong?… 41
  42. 42. 42
  43. 43. 43
  44. 44. Main Mobile DO’s • DO assume many/most users/donors are on their phones • DO have mobile-friendly website or campaign landing pages • DO promote mobile across all media! • DO use mobile-friendly e-mail templates! • DO post links to mobile-friendly content in social media! (Reddit is great for local) 44
  45. 45. 45 amy@gahran.com

×