Mobile Media Basic for Community Engagement

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  • comScore
  • William Gibson. Tell Oakland bus story
  • 2/3 US adults under 30 own smartphones - nearly 60% of ages 30-49 Do you consider people aged 50 and under to be a key demographic you want to engage? And they are on them their phones all the time. Are you?
  • April 2012 BIA/Kelsey research: local search is going mostly mobile Very important for community projects -- do you want local people to find you? Local mobile search matters!
  • Put it right up front. Lead with it. Make it part of everything you. Because if most of your planning and resources are going into a website meant to be accessed via computer....
  • Tablets in the 7-inch range are more affordable and portable -- truly mobile iPad Mini, Nexus 7, Kindle Fire HD were among the most popular holiday gifts this past holiday season.
  • Behavior is dfferent smartphones to tablets
  • When you get some answers to these questions, you understand which device types to target first, and which services (esp. social media) to include as part of your mobile strategy.
  • Now that you’re ready to plan your mobile strategy, what comes first? You need an iPhone app, right? NO!!!!
  • Custom are really cool for some things. But too often they’re overkill Esp. for community news/engagement projects You may get there. But I almost guarantee you that building your own app is not where you should start with going mobile.
  • This is where you want to start: A mobile-friendly website This is how plannedparenthood.org looks on a smartphone web browser. Very action focused People click a link from anywhere, and it launches. They don’t need to find, install or launch anything. Easier and cheaper to develop. Works on any mobile device.
  • You don’t need to build a native app to deliver really cool, useful functionality “ near me” button triggers OS location permission request Database returns results NO TYPING!
  • This is what the full site of Planned Parenthood looks like. If they weren’t mobile friendly, their efforts to serve women would be dead in the water.
  • RedOxygen.com starts at 7 cents/message, prices go down for batches >1000
  • Text4Baby: Popular national SMS campaign They did get the wireless carriers to send messages for free -- but they have J&J as a sponsor. And what’re you gonna say: I hate babies? In future, the carriers may give nonprofits a break on bulk SMS rates.
  • Mobile Commons is great, powerful, too pricey for many community projects. Maybe not for foundations to get on behalf of grantees, hint hint
  • Social media is another popular mobile activity. Obviously, share mobile-friendly links via social media whenever possible
  • Twitter.com, YouTube.com: mobile web apps
  • This is a great end use for data-driven community resources.
  • Sometimes an app really does make sense. This Integrates with FB login Stores info offline, built-in newsfeeds, videos handy for voters to take to the polls
  • If you’re going to offer this kind of functionality, you need the security & reliability a native app can offer.
  • SeeClickFix is very popular for community engagement Also integrates nicely with your website.
  • Reporting forms for mobile apps See Click Fix on left MePorter on right
  • Of course, this is ultimately where mobile is heading. When you think about it, the Borg was really the ultimate in community engagement.
  • Mobile Media Basic for Community Engagement

    1. 1. Mobile Media Basicsfor CommunityEngagementApril 5, 2013Amy Gahranwww.contentious.com@agahran
    2. 2. 2bit.ly/fundingmobile2
    3. 3. 3Amy Gahran• @agahran (Twitter & Instagram)• amy@gahran.com• contentious.com• bit.ly/chicagomobilelinks3
    4. 4. 4Do you want to reachyour community?They’re on theirphones!
    5. 5. 5Mobile is everywhere!5
    6. 6. 6Mobile is taking over6“By 2015, more U.S. internetusers will access the Internetthrough mobile devices thanthrough PCs or other wirelinedevices.”IDC, Nov. 2012 forecast
    7. 7. 72012: Smartphone tipping point7
    8. 8. 8The future is here.It just isn’t evenly distributed yet.It just isn’t evenly distributed yet.8
    9. 9. 9Mobile digital divide: NIH 2010• 62% of homeless youth own a cell phone.• 40% have a working phone.• 17% used their phone to call a case manager.• 36% to call either a potential or currentemployer.• 51% of youth connected with home-basedpeers on the phone.• 41% connected to parents.• That was 3 years ago!!!!!9
    10. 10. 10Mobile: over 1/3 of alldigital media minutesdigital media minutes10
    11. 11. 1111September 2012, Pew Internet
    12. 12. 1212
    13. 13. 13U.S. smartphone market13
    14. 14. 14U.S. tablet market share14
    15. 15. 15You don’t have time to treatmobile as an afterthought15
    16. 16. 16Dude, where’s my community?16
    17. 17. 17Take outyour phones!17
    18. 18. 18Mobile is PERSONAL!18
    19. 19. 19DARE: Try using yoursmartphone and/or tablet forEVERYTHING!...for one week.(even just a day or two)(even just a day or two)(even just a day or two)(even just a day or two)(even just a day or two)19
    20. 20. 20Small tablets = Big deal20
    21. 21. 2121
    22. 22. 22Local Mobile Market Researchbit.ly/localmobilesurveybit.ly/localmobilesurvey• Short, easy to do: 8 questions• Foundations or grantees could use• Not demographics• Devices, access behavior• Actionable info: Which mobile channels touse first?• 25-50 every 6-12 months• Yes, mobile changes that fast22
    23. 23. 23Where to start?23
    24. 24. 2424
    25. 25. 25Problem with native apps:You can’t link into them!You can’t link into them!You can’t link into them!25
    26. 26. 26Links open inbrowser, even ifyou have the app!26
    27. 27. 27Mobile-friendly website:Core of mobile strategyInbound links = Engagement!Inbound links = Engagement!Inbound links = Engagement!Inbound links = Engagement!27
    28. 28. 28Mobile-friendlywebsite28
    29. 29. 2929
    30. 30. 3030
    31. 31. 31Responsive web design31
    32. 32. 32Responsive site design• ClearAirChallenge.com• BostonGlobe.com• Qz.com32
    33. 33. 33Consider text alerts!• SMS text messaging is the most popularnon-voice phone activity• Works on any phone.• Use sparingly. It’s not free, and peoplehate text spam.• Use a reputable SMS vendor or service.Really: It’s not free!33
    34. 34. 3434
    35. 35. 35SMS interactivity tools• Twilio.com: SMS & voice interactivity,customization. Huge developer community• MobileCommons.com: Includes SMSand other tools. Comprehensive but verypricey, intended mainly for largeorgs/projects35
    36. 36. 36Mobile-friendly e-mail36
    37. 37. 37Mobile social media37
    38. 38. 38Mobile Web app38
    39. 39. 3939
    40. 40. 40Native app: Voto Latino40
    41. 41. 4141
    42. 42. 42Use existing apps and services42
    43. 43. 4343
    44. 44. 4444
    45. 45. 45Future of mobile?45
    46. 46. 46You will be assimilated46
    47. 47. 47Questions for you:• How comfortable are YOU with usingmobile for media, services, connection?• How about your grantees? Are theycomfortable?• How does your community use mobile?• Where is your local mobile digital divide?• What could you do next?47

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