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Learning Lab: Effective Mobile & Social Media Marketing Strategies Hub Tag:  #MMCCon ls4 Michele Sullivan, Kathleen Simpso...
Learning Lab Objectives <ul><li>Leverage mobile technologies as a component of your overall marketing, communications and ...
Show Us Your Mobile <ul><li>Switch on your Phones </li></ul><ul><li>Use your Computers  </li></ul><ul><ul><li>(be they lap...
News Flash : “Telephones Will Never Be The Same!” Available  October 15, 1979
Agenda <ul><li>The Social Web </li></ul><ul><li>Why Mobile? </li></ul><ul><li>Your Organization’s Strategy and Goals ( cas...
The Social Web <ul><li>A Word from  Wiki : “The Social Web is used to describe how people socialize or interact with each ...
The Social Web “ The Conversation: The Art of Listening, Learning, and Sharing ” ( Brian Solis )
The Social Web <ul><li>Utilize Key Engagement Drivers together: </li></ul><ul><li>The combination of your  members’ social...
The Social Web <ul><li>Social Opportunities: </li></ul><ul><ul><li>Members want to learn and share </li></ul></ul><ul><ul>...
The Social Web <ul><li>Facebook Highlights the Two Key Engagement Drivers: </li></ul><ul><li>Social – “People on Facebook”...
Why Mobile? <ul><li>Why Mobile? And Why is 2011 the Year of Mobile? </li></ul><ul><li>Anytime, Anywhere </li></ul><ul><li>...
A Chart is Worth 1,000 Words ! US 2011 approx 40% - 45% mobile
Predictions <ul><li>Drum Roll please…. </li></ul><ul><li>By 2013  </li></ul><ul><ul><ul><li>Mobile phones will overtake PC...
Mobile Benefits <ul><li>Be connected with your members  </li></ul><ul><li>Build engagement via Discussions and Blogs </li>...
App Store Revenue Predictions 2010 =  $5.2 bn 2011 =  $15 bn 2014 =  $54 bn $ : Ad Revenues, Paid Downloads, In-app Purcha...
Who is really Spending Money using their Mobiles?
Developing a Social Media Program <ul><li>The American Institute of Architects (AIA) has a very extensive Social Media Pro...
Goals - AIA Social Media Program <ul><li>Goals  – The goals for the AIA social media program are to: </li></ul><ul><ul><li...
Goals - AIA Social Media Program <ul><li>Overview  – AIA embraces the use of social media to advance conversations about t...
Social Media Marketing Benefits Source:  2010 Social Media Marketing Industry Report  survey of 1,898 marketers
Organizational Strategy <ul><li>Marketing </li></ul><ul><ul><li>Active – requires user to Take Action </li></ul></ul><ul><...
Organizational Goals <ul><li>Members! </li></ul><ul><ul><li>Retain Existing Members </li></ul></ul><ul><ul><li>Recruit New...
Member Needs <ul><li>Networking </li></ul><ul><li>Education </li></ul><ul><ul><li>Classes, Seminars, Workshops </li></ul><...
Member Needs <ul><li>“ Brochure Website” vs Member Website </li></ul><ul><li>Brochure Website  </li></ul><ul><ul><li>Home ...
Communications - Positioning <ul><li>USA Today  –  mobile website and apps  </li></ul><ul><ul><li>“ Let USA TODAY Mobile b...
Communications - Positioning <ul><li>Wall Street Journal  –  mobile website, apps, podcasts, plus price and volume alerts ...
Steps to Planning your Mobile Success <ul><li>Ask Why? </li></ul><ul><li>For Whom? </li></ul><ul><li>Set Goals </li></ul><...
 
 
App Features <ul><li>Great user experience due to flexibility in design </li></ul><ul><li>Faster and greater performance <...
App Challenges <ul><li>To App or Not to App, that is The Question: </li></ul><ul><li>“ Is Developing a Mobile App Worth th...
What is the Purpose of your App? <ul><li>One (1) App per Organization is Optimal </li></ul><ul><li>Annual Conference – foc...
<ul><li>Identify your goals (e.g., Directory, Conference, Mentoring, etc.) </li></ul><ul><li>Understand your integration r...
<ul><li>Explore the costs involved: </li></ul>How to Develop an App Build it Yourself Conference or Member App: Simple App...
SaaS Mobile Membership
Home & Directory
News & Events
Profile & Map
Discussions (Listservs) & Messages
Mobile Website Features <ul><li>“ Great Taste, Less Filling”  – Mobile Decisions depend on your Strategy! </li></ul><ul><l...
Mobile Website Imperative <ul><li>With thanks to  Layla Masri  of  Bean Creative , who is also presenting at MMCC: </li></...
Mobile Websites <ul><li>By Janine Warner and David LaFontaine: </li></ul><ul><li>“ At first glance, the sheer rate of chan...
Gems from  Dummies <ul><li>How to pack a punch on the small screen: </li></ul><ul><li>Small Space, Big Challenge  — examin...
Mobile Website vs Desktop Website <ul><li>Mobile  Version  </li></ul><ul><li>Desktop  Version  </li></ul>
Mobile Website vs Desktop Website <ul><li>Mobile  Version  </li></ul><ul><li>Desktop  Version  </li></ul>
Mobile Website vs Desktop Website <ul><li>Mobile  Version  </li></ul><ul><li>Desktop  Version </li></ul><ul><li>Source: In...
What Your ASAE Peers are Saying <ul><li>Director of Information & Decision Support: </li></ul><ul><ul><li>“ One of our boa...
<ul><li>Hybrid Solution  – Many organizations address all audiences by offering a mobile app and a mobile website. For exa...
SuperShuttle:  Mobile App & Mobile  Website App – For the iPhone only Website – “Mobile Optimized,” with subdomain  m .Sup...
FB: Mobile App & Mobile  Website <ul><li>Mobile  </li></ul><ul><li>App </li></ul><ul><li>Mobile  Website </li></ul>
FB: Marketing their Mobile www.facebook.com/mobile
Mobile App Mobile Website Interact via Email Interact via Text
Case Study - Texas Medical Association <ul><li>TMA - Version 1   </li></ul><ul><li>Their mobile decision: </li></ul><ul><l...
TMA - Version 2 <ul><li>Outsourced app provider </li></ul><ul><li>Integrated with   their AMS (iMIS) </li></ul><ul><li>Bui...
<ul><li>Directory </li></ul><ul><li>News </li></ul><ul><li>Events </li></ul><ul><li>Important Phone Numbers </li></ul><ul>...
Marketing Plan <ul><li>Email campaign </li></ul><ul><ul><li>Dedicated to the mobile app </li></ul></ul><ul><ul><li>Include...
Focused Email & Contest March 27, 2010
Exposure from Banner Ads
Video Testimonials from Members
Return on Engagement An increase of over  7 X weekly average of number of downloads
Revenue Opportunities <ul><li>Sponsorship Message In-app </li></ul><ul><ul><li>Texas Medical Liability Trust </li></ul></u...
<ul><li>ASCRS    ASOA  </li></ul><ul><li>Symposium & Congress 2011 App </li></ul><ul><li>--------------------------------...
<ul><li>Developed for: </li></ul><ul><li>iPhone and iPad </li></ul><ul><li>Android </li></ul><ul><li>BlackBerry </li></ul>...
<ul><li>Simplicity </li></ul><ul><li>Venue </li></ul><ul><li>Maps </li></ul><ul><li>Sessions </li></ul><ul><li>Transportat...
 
 
 
 
 
 
Association Mobile Apps <ul><li>Industry Best Practices </li></ul><ul><li>Legislative Alerts </li></ul><ul><li>Tools and R...
Industry Best Practices Registered Nurses Association of Ontario Fee: $0.99
Legislative Alerts National  Association of Realtors
Tools and Resources American Medical Association
Tools and Resources National  Association of Realtors
Association Journals American Psychological Association
Podcasts American Association for Cancer Research
Tips and Tricks Promotional  Product  Association  International
Location-Based Services (LBS) Canadian Real Estate Association
Educating the Public
Comprehensive Association Apps International Society for Technology  in Education
Letterman’s Top 10 Technologies to Watch <ul><li>Location-Based Services (LBS) </li></ul><ul><li>Social Networking </li></...
Examples to learn from…
Location-Based Services (LBS) Foursquare  -  Social Starbucks  -  mCommerce Gowalla  - Social
Mobile Search
mCommerce and mPayments
Object Recognition (OR) <ul><li>QR Code Reader apps: </li></ul><ul><li>Red Laser </li></ul><ul><li>Qrafter </li></ul>
Mobile Instant Messaging (MIM)
Mobile Email
Mobile Video Mobile Video
3 Technologies to Explore Now  <ul><li>QR Codes: Quick Response Codes </li></ul><ul><ul><li>QR Codes are digital pics that...
3 Technologies to Explore Now  <ul><li>QR Codes: Quick Response Codes </li></ul><ul><ul><li>Collateral – point to your org...
3 Technologies… <ul><li>GPS: Global Positioning System </li></ul><ul><ul><li>New Satellites –  Boeing IIF satellites  will...
Action Items <ul><li>Research Members and Industry </li></ul><ul><ul><li>Mobile Usage – see our “Mobile Survey” handout </...
Resources <ul><li>“ Emerging Mobile Trends” by Forester (2011):  www.forrester.com/rb/research_AZ/index.jsp?ql=mobile   </...
Contact Information <ul><li>Speaker  Kathleen Simpson </li></ul><ul><li>Title Manager, Knowledge Communities  </li></ul><u...
Contact Information <ul><li>Speaker  Michele Sullivan </li></ul><ul><li>Title Manager, Engagement Strategies </li></ul><ul...
Source:  http://cellphones.techfresh.net/evolution-of-mobile-phones
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Effective Mobile & Social Media Marketing Strategies

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- Leverage mobile technologies as a component of your overall marketing, communications and social media strategies
- Key differences between mobile websites and mobile apps
- Examples of mobile apps to expand member benefits, enhance satisfaction, and ultimately improve retention

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Effective Mobile & Social Media Marketing Strategies

  1. 1. Learning Lab: Effective Mobile & Social Media Marketing Strategies Hub Tag: #MMCCon ls4 Michele Sullivan, Kathleen Simpson, Kelly Flowers Wednesday, April 27, 2011 (2:30pm - 3:45pm) www.asaecenter.org/mmcc
  2. 2. Learning Lab Objectives <ul><li>Leverage mobile technologies as a component of your overall marketing, communications and social media strategies </li></ul><ul><li>Key differences between mobile websites and mobile apps </li></ul><ul><li>Examples of mobile apps to expand member benefits, enhance satisfaction, and ultimately improve retention </li></ul><ul><li>SlideShare: INSERT URL HERE </li></ul>
  3. 3. Show Us Your Mobile <ul><li>Switch on your Phones </li></ul><ul><li>Use your Computers </li></ul><ul><ul><li>(be they laptops, tablets, ENIACs, etc.) </li></ul></ul><ul><li>Tweet Away! #MMCCon ls4 </li></ul>
  4. 4. News Flash : “Telephones Will Never Be The Same!” Available October 15, 1979
  5. 5. Agenda <ul><li>The Social Web </li></ul><ul><li>Why Mobile? </li></ul><ul><li>Your Organization’s Strategy and Goals ( case: AIA ) </li></ul><ul><li>Member Needs and Satisfaction </li></ul><ul><li>Mobile Websites vs Mobile Apps ( cases: TMA, ASCRS  ASOA ) </li></ul><ul><li>Mobile as a Platform for Innovation! </li></ul><ul><ul><li>Association Best Practices </li></ul></ul><ul><ul><li>Mobile Technologies to Watch </li></ul></ul><ul><li>Action Items </li></ul>
  6. 6. The Social Web <ul><li>A Word from Wiki : “The Social Web is used to describe how people socialize or interact with each other throughout the Web. The Social Web largely refers to social networking and content-sharing sites. </li></ul><ul><li>The convergence of these key elements, as applied to the association world: </li></ul><ul><li>Networking </li></ul><ul><ul><li>Friend Requests </li></ul></ul><ul><ul><li>Communities </li></ul></ul><ul><ul><li>Networks based on common demographics </li></ul></ul><ul><li>Media Creation </li></ul><ul><ul><li>User Generated Content – blogs, documents </li></ul></ul><ul><ul><li>User Interaction (more content) – comments, discussions, messages </li></ul></ul><ul><li>Translation for Associations: It’s All About Engagement </li></ul>
  7. 7. The Social Web “ The Conversation: The Art of Listening, Learning, and Sharing ” ( Brian Solis )
  8. 8. The Social Web <ul><li>Utilize Key Engagement Drivers together: </li></ul><ul><li>The combination of your members’ social needs and activities </li></ul><ul><li>paired with a mobile offering creates a powerful opportunity to provide enhanced and highly-valued member benefits. </li></ul><ul><li>Social & Mobile – “Two Great Tastes that Taste Great Together” </li></ul>
  9. 9. The Social Web <ul><li>Social Opportunities: </li></ul><ul><ul><li>Members want to learn and share </li></ul></ul><ul><ul><li>Members want to network with peers </li></ul></ul><ul><li>Mobile Opportunities: </li></ul><ul><ul><li>24/7 , On the Go Tool </li></ul></ul><ul><ul><li>Intuitive, Easy </li></ul></ul><ul><ul><li>Increases Engagement Opportunities for Members </li></ul></ul><ul><ul><li>Increases Value of Association to Members </li></ul></ul><ul><li>Translation for Associations: Meeting Members’ Needs by Providing Mobile Engagement </li></ul>
  10. 10. The Social Web <ul><li>Facebook Highlights the Two Key Engagement Drivers: </li></ul><ul><li>Social – “People on Facebook” </li></ul><ul><ul><li>500+ million active users </li></ul></ul><ul><ul><li>50% of our active users log on to Facebook in any given day </li></ul></ul><ul><ul><li>Average user has 130 friends </li></ul></ul><ul><ul><li>Over 700 billion minutes per month spent on FB </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>250+ million active users access FB through mobile = 50% </li></ul></ul><ul><ul><li>People that use Facebook on their mobile devices are twice as active on FB than non-mobile users </li></ul></ul><ul><ul><li>200+ mobile operators in 60 countries working to deploy and promote FB mobile products </li></ul></ul><ul><li>Source: Facebook Press Room </li></ul>
  11. 11. Why Mobile? <ul><li>Why Mobile? And Why is 2011 the Year of Mobile? </li></ul><ul><li>Anytime, Anywhere </li></ul><ul><li>Mobile Technology empowers members to exchange ideas, share best practices and collaborate - anytime, anywhere. It offers a new dimension of value to members. </li></ul><ul><li>Mobile technology will deliver solutions so member-based organizations can increase their presence and attract a new generation of global members. </li></ul>
  12. 12. A Chart is Worth 1,000 Words ! US 2011 approx 40% - 45% mobile
  13. 13. Predictions <ul><li>Drum Roll please…. </li></ul><ul><li>By 2013 </li></ul><ul><ul><ul><li>Mobile phones will overtake PCs as the most common Web access device worldwide. </li></ul></ul></ul><ul><li>By 2014 </li></ul><ul><ul><ul><li>Over 3 billion of the world's adult population will be able to transact electronically via Mobile or Internet technology. </li></ul></ul></ul>Source: Gartner 2010: www.gartner.com/it/page.jsp?id=1278413
  14. 14. Mobile Benefits <ul><li>Be connected with your members </li></ul><ul><li>Build engagement via Discussions and Blogs </li></ul><ul><li>Recognize most engaged members </li></ul><ul><li>Invite members to comment on and rate articles and blogs </li></ul><ul><li>Build relevance with real time industry news </li></ul><ul><li>Embed videos </li></ul><ul><li>Current data from members editing profiles on the go… </li></ul><ul><ul><li>… generates an up-to-date Member Directory </li></ul></ul><ul><li>Non-dues revenue – sponsored mobile ads </li></ul><ul><li>Measure results </li></ul><ul><li>The best of the web in a highly intuitive interface </li></ul>
  15. 15. App Store Revenue Predictions 2010 = $5.2 bn 2011 = $15 bn 2014 = $54 bn $ : Ad Revenues, Paid Downloads, In-app Purchases Source: Gartner 2011: www.gartner.com/it/page.jsp?id=1529214
  16. 16. Who is really Spending Money using their Mobiles?
  17. 17. Developing a Social Media Program <ul><li>The American Institute of Architects (AIA) has a very extensive Social Media Program , which was created through this process: </li></ul><ul><li>Organization Strategy / Plan </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Mobile Strategy </li></ul><ul><li>Source: www.aia.org/about/AIAB083072 </li></ul>
  18. 18. Goals - AIA Social Media Program <ul><li>Goals – The goals for the AIA social media program are to: </li></ul><ul><ul><li>Advance conversation about the architecture profession </li></ul></ul><ul><ul><li>Create community among AIA members </li></ul></ul><ul><ul><li>Serve as an authoritative source and credible voice on architecture-related information/issues </li></ul></ul><ul><ul><li>Expose members to relevant, appropriate content on the AIA Web site and other online platforms </li></ul></ul>
  19. 19. Goals - AIA Social Media Program <ul><li>Overview – AIA embraces the use of social media to advance conversations about the architecture profession. These conversations bring added value to the AIA’s members, readers, followers, fans, and users and enhance the AIA goals of serving as an authoritative source and a credible voice for the profession . </li></ul><ul><li>Channels – The AIA offers several official channels in which AIA members and staff (national, state, and local) can network with each other and advance conversations about the architecture profession. </li></ul><ul><li>The remainder of AIA’s Social Media Program describes Roles and Responsibilities , Establishing an AIA Social Tool , Facilitating an AIA Social Media Site , Engaging Our Audience , and Evaluation . </li></ul>
  20. 20. Social Media Marketing Benefits Source: 2010 Social Media Marketing Industry Report survey of 1,898 marketers
  21. 21. Organizational Strategy <ul><li>Marketing </li></ul><ul><ul><li>Active – requires user to Take Action </li></ul></ul><ul><li>Communications </li></ul><ul><ul><li>Passive – shares timely or timeless information </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Interactive – blurs marketing and communications </li></ul></ul>
  22. 22. Organizational Goals <ul><li>Members! </li></ul><ul><ul><li>Retain Existing Members </li></ul></ul><ul><ul><li>Recruit New Members </li></ul></ul><ul><li>Raise Awareness, Improve Branding, Enhance Reputation </li></ul><ul><li>Revenue $ </li></ul><ul><li>Develop Content / Industry Knowledge </li></ul><ul><li>Lobbying and Grassroots </li></ul><ul><li>Engagement </li></ul><ul><ul><li>Peer Connections (member-to-member) </li></ul></ul><ul><ul><li>Volunteers (members-to-organization) </li></ul></ul><ul><ul><li>Staff (organization-to-members) </li></ul></ul>
  23. 23. Member Needs <ul><li>Networking </li></ul><ul><li>Education </li></ul><ul><ul><li>Classes, Seminars, Workshops </li></ul></ul><ul><ul><li>Credentials in their Field </li></ul></ul><ul><li>Advance Career </li></ul><ul><ul><li>Contributions shared with Peers </li></ul></ul><ul><ul><li>Recognition in their Field </li></ul></ul><ul><li>Satisfaction with their Membership </li></ul>
  24. 24. Member Needs <ul><li>“ Brochure Website” vs Member Website </li></ul><ul><li>Brochure Website </li></ul><ul><ul><li>Home page focuses on the Organization </li></ul></ul><ul><ul><li>Pretty much like a brochure </li></ul></ul><ul><ul><li>Not Interactive; Not Member-centric </li></ul></ul><ul><li>Member Website </li></ul><ul><ul><li>Home page focuses on what Members are doing </li></ul></ul><ul><ul><li>Showcases Member activity and contributions </li></ul></ul><ul><ul><li>Demonstrates value to members </li></ul></ul>
  25. 25. Communications - Positioning <ul><li>USA Today – mobile website and apps </li></ul><ul><ul><li>“ Let USA TODAY Mobile be your window to the world , anywhere you go, any time of day...USA TODAY Mobile allows you to stay in touch with all the latest breaking news 24/7.” </li></ul></ul><ul><li>Washington Post – mobile website and apps </li></ul><ul><ul><li>“ It’s easier than ever to stay on top of world news . Tap into everything The Washington Post has to offer from your mobile phone. Get breaking news on politics, business, sports, entertainment...federal government” </li></ul></ul><ul><li>LA Times – mobile website and apps </li></ul><ul><ul><ul><li>“ You can customize, share with friends, save for later, and take with you, whenever you want, wherever you go .” </li></ul></ul></ul>
  26. 26. Communications - Positioning <ul><li>Wall Street Journal – mobile website, apps, podcasts, plus price and volume alerts </li></ul><ul><ul><li>“ Get instant access to The Wall Street Journal…so you can read the Journal's comprehensive news anywhere, even offline. The Wall Street Journal Mobile Reader for iPhone delivers the latest global news, financial events, market insights and information to keep you ahead of the curve . </li></ul></ul><ul><ul><li>Get the information you depend on plus entertainment, culture and sports coverage when, where, and how you want it from the most credible source for news and information. </li></ul></ul><ul><ul><li>Track the news as it updates throughout the day. Now featuring international editions for Europe and Asia.” </li></ul></ul>
  27. 27. Steps to Planning your Mobile Success <ul><li>Ask Why? </li></ul><ul><li>For Whom? </li></ul><ul><li>Set Goals </li></ul><ul><li>Mobile entry point </li></ul><ul><li>Catalyst event for launch </li></ul><ul><li>Review and board approval </li></ul><ul><li>Deploy the strategy </li></ul><ul><li>Vendor review and selection </li></ul><ul><li>Mobile marketing strategy </li></ul><ul><li>Review success, plan new goals </li></ul>
  28. 30. App Features <ul><li>Great user experience due to flexibility in design </li></ul><ul><li>Faster and greater performance </li></ul><ul><li>Can leverage all the device features (e.g., webcam, GPS, microphone, file system, etc.) </li></ul><ul><li>Can be sold via a marketplace with very simple, easy search options (i.e., easy for the consumer to locate) </li></ul><ul><li>Does not need to run in a browser </li></ul><ul><li>Can handle CPU intensive tasks </li></ul><ul><li>Does not need a connection </li></ul>
  29. 31. App Challenges <ul><li>To App or Not to App, that is The Question: </li></ul><ul><li>“ Is Developing a Mobile App Worth the Cost?” http://mashable.com/2011/02/24/mobile-app-dev-cost </li></ul><ul><li>“ Mobile Web vs. Mobile Apps” </li></ul><ul><ul><li>http://blog.dudamobile.com/mobile-web-vs-mobile-apps </li></ul></ul><ul><ul><li>Interesting research by Pinch Media shows that “less than 5% of downloaded apps continue to be used 20 days after being downloaded.” </li></ul></ul>
  30. 32. What is the Purpose of your App? <ul><li>One (1) App per Organization is Optimal </li></ul><ul><li>Annual Conference – focus on this if, for example, your annual conference accounts for 80% of your revenue </li></ul><ul><li>“ Year-Round” – developing a year-round app is recommended; can build in many components </li></ul><ul><ul><li>Discussion Forum / Listserv </li></ul></ul><ul><ul><li>Member Directory / Expert Directory </li></ul></ul><ul><ul><li>Conference – an existing conference app icon can be added within a newly-developed “year-round” app </li></ul></ul>
  31. 33. <ul><li>Identify your goals (e.g., Directory, Conference, Mentoring, etc.) </li></ul><ul><li>Understand your integration requirements </li></ul><ul><li>Discuss with your providers (AMS vendor, Events Registration vendor, etc.) </li></ul><ul><li>Recognize new revenue opportunities </li></ul><ul><li>Compare Options: build it yourself vs off-the-shelf options, including pay-as-you-go (SaaS mobile membership example to follow) </li></ul><ul><li>Find mobile partners in ASAE Buyers’ Guide: </li></ul><ul><ul><li>Mobile Applications </li></ul></ul><ul><ul><li>Mobile Technology </li></ul></ul>How to Develop an App
  32. 34. <ul><li>Explore the costs involved: </li></ul>How to Develop an App Build it Yourself Conference or Member App: Simple App $10k per device Advanced App $100k per device Off-The-Shelf Conference App: $5k to $15k per event Member App: Small Org $2.5k per year Medium Org $6k per year Large Org $12k per year <ul><li>Following is an example of a SaaS mobile membership app, “pay as you go” </li></ul>
  33. 35. SaaS Mobile Membership
  34. 36. Home & Directory
  35. 37. News & Events
  36. 38. Profile & Map
  37. 39. Discussions (Listservs) & Messages
  38. 40. Mobile Website Features <ul><li>“ Great Taste, Less Filling” – Mobile Decisions depend on your Strategy! </li></ul><ul><li>Best way to reach the widest audience </li></ul><ul><li>Requires the least effort and resources (relatively inexpensive) </li></ul><ul><li>Can be created by a person with a background in HTML/CSS or a willingness to utilize online resources and good ole’ fashioned books </li></ul><ul><li>Able to utilize device detection and content adaptation to send different versions to different devices (e.g., varying screen sizes, rich media for varying screen sizes) </li></ul><ul><li>Possible to use offline caching in some instances in order to download pages and view offline later </li></ul>
  39. 41. Mobile Website Imperative <ul><li>With thanks to Layla Masri of Bean Creative , who is also presenting at MMCC: </li></ul><ul><li>“ The mobile web buys you universal access to every device, no matter what type of phone people use. It's a no-brainer that you should build for the mobile web. Design and develop once, deploy everywhere – using the mobile web frees you to use your web technology of choice, so long as it will render on mobile browsers. </li></ul><ul><li>Having a mobile app is a much different type of conversation , different type of development and different type of budget. </li></ul><ul><li>As an app developer, I caution our clients that apps are a slippery slope. </li></ul><ul><ul><li>If you create something for iPhone, what about deploying to Windows Phone 7, Blackberry and Symbian? How about iPad, Motorola Xoom and the plethora of Android tablets? Each one has it’s own SDK, language, and app submission process. </li></ul></ul><ul><ul><li>Who will continue to keep the code up to date for all these platforms as each one splinters into new incarnations, releases new hardware and OS updates? </li></ul></ul><ul><li>Native apps may not be a sustainable long-term solution for all your needs – you need to determine if the app can provide something far and above what the mobile web cannot .” </li></ul>
  40. 42. Mobile Websites <ul><li>By Janine Warner and David LaFontaine: </li></ul><ul><li>“ At first glance, the sheer rate of change in the mobile web can seem intimidating. If the regular internet is a moving target, then the mobile web is surely a cheetah! </li></ul><ul><li>But with our help, you can be among the brave pioneers who beats the crowds and stakes their claim first. Start building your skills now – before everyone else gets there.” </li></ul><ul><li>Mobile Web Design for Dummies </li></ul><ul><li>Mobile Marketing for Dummies </li></ul>
  41. 43. Gems from Dummies <ul><li>How to pack a punch on the small screen: </li></ul><ul><li>Small Space, Big Challenge — examine what makes mobile a different creature and the specific design challenges involved </li></ul><ul><li>Universality – How to build a site that works well on all mobile devices: smartphones, touch screen phones, and feature phones </li></ul><ul><li>Maximize Mobile Features — take advantage of special features on the iPhone®, Android, and BlackBerry® Storm </li></ul><ul><li>Tools of the Trade — discover the best language for your audience: WML, XHTML MP, HTML5 </li></ul><ul><li>Mobile Multimedia — add audio and video and optimize images for small screen </li></ul><ul><li>M-commerce – how to add a mobile-friendly shopping cart to your site </li></ul><ul><li>Testing, Testing — discover how to test your mobile designs with online emulators </li></ul><ul><li>Spread the Word — marketing options to get the word out about your mobile site </li></ul>
  42. 44. Mobile Website vs Desktop Website <ul><li>Mobile Version </li></ul><ul><li>Desktop Version </li></ul>
  43. 45. Mobile Website vs Desktop Website <ul><li>Mobile Version </li></ul><ul><li>Desktop Version </li></ul>
  44. 46. Mobile Website vs Desktop Website <ul><li>Mobile Version </li></ul><ul><li>Desktop Version </li></ul><ul><li>Source: Independent Educational </li></ul><ul><li>Consultants Association </li></ul>
  45. 47. What Your ASAE Peers are Saying <ul><li>Director of Information & Decision Support: </li></ul><ul><ul><li>“ One of our board members said we are ‘crippling’ our [community] launch if we do not launch with mobile , by completely missing an entire demographic of people.” </li></ul></ul><ul><li>Communications Firm: </li></ul><ul><ul><li>“ The very demographic most likely to quickly embrace and help you develop a vibrant social network are probably those who would also have the greatest expectations of being able to participate through a mobile device. Development speed to build critical mass in a social network is an important success factor.“ </li></ul></ul><ul><li>Technology Consulting Firms: </li></ul><ul><ul><li>“ With mobile access to the web expected to exceed PC access in the next couple of years, we are no longer designing websites without a mobile strategy .” </li></ul></ul><ul><ul><li>“ In this day and age, every organization should have a mobile website…having a mobile accessible website is imperative for all organizations to be where your audience is accessing you . There's a growing expectation that our content will follow us seamlessly from device to device. “ </li></ul></ul>
  46. 48. <ul><li>Hybrid Solution – Many organizations address all audiences by offering a mobile app and a mobile website. For example: </li></ul><ul><li>Create mobile app on 2 platforms to address 80% of their users </li></ul><ul><li>Create mobile website to address remaining 20% </li></ul><ul><li>Blended Solution </li></ul><ul><li>Simple (inexpensive!) app that performs a core function such as a Name Search </li></ul><ul><li>Once the Member is located via the Name Search, the user clicks through to the Profile page that is a mobile website </li></ul><ul><li>App Within an App – For example, the WTOP App has an option within to “Launch Traffic Cam App” </li></ul>Hybrid and Blended Solutions
  47. 49. SuperShuttle: Mobile App & Mobile Website App – For the iPhone only Website – “Mobile Optimized,” with subdomain m .SuperShuttle.com
  48. 50. FB: Mobile App & Mobile Website <ul><li>Mobile </li></ul><ul><li>App </li></ul><ul><li>Mobile Website </li></ul>
  49. 51. FB: Marketing their Mobile www.facebook.com/mobile
  50. 52. Mobile App Mobile Website Interact via Email Interact via Text
  51. 53. Case Study - Texas Medical Association <ul><li>TMA - Version 1 </li></ul><ul><li>Their mobile decision: </li></ul><ul><li>Why TMA wanted an app? </li></ul><ul><li>What did they try? </li></ul><ul><li>Challenges </li></ul><ul><li>Lessons learned </li></ul>
  52. 54. TMA - Version 2 <ul><li>Outsourced app provider </li></ul><ul><li>Integrated with their AMS (iMIS) </li></ul><ul><li>Built on 3 platforms: iPhone, Android, Blackberry </li></ul><ul><li>www.texmed.org/tmamobile </li></ul>
  53. 55. <ul><li>Directory </li></ul><ul><li>News </li></ul><ul><li>Events </li></ul><ul><li>Important Phone Numbers </li></ul><ul><li>My Profile </li></ul><ul><li>Info </li></ul><ul><li>Sponsorship (placeholder for now) </li></ul><ul><li>Notifications (bar at bottom) </li></ul>
  54. 56. Marketing Plan <ul><li>Email campaign </li></ul><ul><ul><li>Dedicated to the mobile app </li></ul></ul><ul><ul><li>Included directions to download </li></ul></ul><ul><li>Sweepstakes / Contests </li></ul><ul><li>Video Testimonial </li></ul>
  55. 57. Focused Email & Contest March 27, 2010
  56. 58. Exposure from Banner Ads
  57. 59. Video Testimonials from Members
  58. 60. Return on Engagement An increase of over 7 X weekly average of number of downloads
  59. 61. Revenue Opportunities <ul><li>Sponsorship Message In-app </li></ul><ul><ul><li>Texas Medical Liability Trust </li></ul></ul><ul><ul><li>Texas Medical Insurance Trust </li></ul></ul><ul><li>Other Ideas </li></ul><ul><ul><li>Sponsored email about the mobile app </li></ul></ul><ul><ul><li>Sponsored ad in magazine </li></ul></ul><ul><ul><li>Sponsored event which features “How To Use Mobile” </li></ul></ul><ul><li>Advertisers are Listening </li></ul><ul><ul><li>Mobile marketing in the US reached $877.2 million in 2010, up 138% from the $368 million spent in 2009. ( Gartner 2011 ) </li></ul></ul>
  60. 62. <ul><li>ASCRS  ASOA </li></ul><ul><li>Symposium & Congress 2011 App </li></ul><ul><li>---------------------------------------------- </li></ul><ul><li>Create a </li></ul><ul><li>Conference App </li></ul><ul><li>for your annual meeting… </li></ul><ul><li>and make it profitable! </li></ul><ul><li>( The American Society of Cataract </li></ul><ul><li>and Refractive Surgery </li></ul><ul><li>The American Society of Ophthalmic Administrators) </li></ul><ul><li>SSource: http://swiftmobile.com/apps/ascrs2011 </li></ul>
  61. 63. <ul><li>Developed for: </li></ul><ul><li>iPhone and iPad </li></ul><ul><li>Android </li></ul><ul><li>BlackBerry </li></ul><ul><li>“ For Other Smartphones or Computer Users: </li></ul><ul><li>You can use this mobile web site from any phone with a modern browser: http://demo.imswift.com/ascrs_2011 </li></ul><ul><li>You can also use this site from any laptop or desktop browser: http://demo.imswift.com/ascrs_2011?view_mode=desktop ” </li></ul>ASCRS  ASOA Conference App
  62. 64. <ul><li>Simplicity </li></ul><ul><li>Venue </li></ul><ul><li>Maps </li></ul><ul><li>Sessions </li></ul><ul><li>Transportation </li></ul><ul><li>Favorites </li></ul><ul><li>Network Me! </li></ul><ul><li>+ Sponsored by </li></ul>
  63. 71. Association Mobile Apps <ul><li>Industry Best Practices </li></ul><ul><li>Legislative Alerts </li></ul><ul><li>Tools and Resources </li></ul><ul><li>Association Journals </li></ul><ul><li>Podcasts </li></ul><ul><li>Tips and Tricks </li></ul><ul><li>Location-Based Services </li></ul><ul><li>Educating the Public </li></ul><ul><li>Events </li></ul><ul><li>Comprehensive Association Apps </li></ul>
  64. 72. Industry Best Practices Registered Nurses Association of Ontario Fee: $0.99
  65. 73. Legislative Alerts National Association of Realtors
  66. 74. Tools and Resources American Medical Association
  67. 75. Tools and Resources National Association of Realtors
  68. 76. Association Journals American Psychological Association
  69. 77. Podcasts American Association for Cancer Research
  70. 78. Tips and Tricks Promotional Product Association International
  71. 79. Location-Based Services (LBS) Canadian Real Estate Association
  72. 80. Educating the Public
  73. 81. Comprehensive Association Apps International Society for Technology in Education
  74. 82. Letterman’s Top 10 Technologies to Watch <ul><li>Location-Based Services (LBS) </li></ul><ul><li>Social Networking </li></ul><ul><li>Mobile Search – visual, comparable </li></ul><ul><li>Mobile Commerce – alerts a store you have just checked in </li></ul><ul><li>Mobile Payment </li></ul><ul><li>Context-Aware Service – uses interests and history to serve up appropriate content) </li></ul><ul><li>Object Recognition (OR) – uses QR Codes </li></ul><ul><li>Mobile Instant Messaging (MIM) </li></ul><ul><li>Mobile Email </li></ul><ul><li>Mobile Video </li></ul><ul><ul><li>Source: Gartner 2011 </li></ul></ul>
  75. 83. Examples to learn from…
  76. 84. Location-Based Services (LBS) Foursquare - Social Starbucks - mCommerce Gowalla - Social
  77. 85. Mobile Search
  78. 86. mCommerce and mPayments
  79. 87. Object Recognition (OR) <ul><li>QR Code Reader apps: </li></ul><ul><li>Red Laser </li></ul><ul><li>Qrafter </li></ul>
  80. 88. Mobile Instant Messaging (MIM)
  81. 89. Mobile Email
  82. 90. Mobile Video Mobile Video
  83. 91. 3 Technologies to Explore Now <ul><li>QR Codes: Quick Response Codes </li></ul><ul><ul><li>QR Codes are digital pics that your mobile device (using an app) can quickly decode to open a site, store a contact, launch an app, etc. </li></ul></ul><ul><ul><li>Free to use and create </li></ul></ul><ul><ul><li>Easy to use – no typing, no memorizing </li></ul></ul><ul><ul><li>Fun </li></ul></ul><ul><ul><li>Fast </li></ul></ul>
  84. 92. 3 Technologies to Explore Now <ul><li>QR Codes: Quick Response Codes </li></ul><ul><ul><li>Collateral – point to your org’s sites </li></ul></ul><ul><ul><li>Event Signage – schedule, directions </li></ul></ul><ul><ul><li>Event Badges – in lieu of biz cards and lead retrieval system </li></ul></ul><ul><ul><li>Contests – “100 th person to scan wins the prize” </li></ul></ul><ul><ul><li>App Store: “Qrafter “ app for reading QR Codes </li></ul></ul><ul><li>More: ASAE article : “A Communicator's Guide to QR Codes” (Feb 2011) </li></ul>
  85. 93. 3 Technologies… <ul><li>GPS: Global Positioning System </li></ul><ul><ul><li>New Satellites – Boeing IIF satellites will improve accuracy from approx 300 fee to within inches (1 st of 12 satellites launched last year to serve military and civilian users and associations) </li></ul></ul><ul><ul><li>Exhibit Hall - Exhibitor Booth </li></ul></ul><ul><ul><li>Amenities In / Near Conference Center – Restaurants, Hotels </li></ul></ul><ul><li>NFC: Near Field Communication – subset of RFID (Radio-frequency identification) </li></ul>
  86. 94. Action Items <ul><li>Research Members and Industry </li></ul><ul><ul><li>Mobile Usage – see our “Mobile Survey” handout </li></ul></ul><ul><ul><li>Professional Apps that exist in the industry </li></ul></ul><ul><ul><li>Professional Apps members are currently using </li></ul></ul><ul><li>Decide whether to build, buy, partner </li></ul><ul><li>Engage a Mobile Strategy Consultant </li></ul><ul><li>Measure Engagement </li></ul><ul><ul><li>Measure # searches, messages sent, profiles viewed, literature requests at booth, downloads, etc. </li></ul></ul><ul><ul><li>Gives your organization data about how to improve, add, or drop </li></ul></ul>
  87. 95. Resources <ul><li>“ Emerging Mobile Trends” by Forester (2011): www.forrester.com/rb/research_AZ/index.jsp?ql=mobile </li></ul><ul><li>“ Internet Trends 2010” by Morgan Stanley Research (June 2010): </li></ul><ul><ul><li>www.slideshare.net/CMSummit/ms-internet-trends060710final?from=ss_embed </li></ul></ul><ul><li>&quot;Nonprofit Social Network Benchmark Report“ by NTEN, Blackbaud, and Common Knowledge – 11,000 nonprofit professionals surveyed: </li></ul><ul><li>www.nten.org/blog/2011/03/18/new-report-2011-nonprofit-social-network-benchmark-report </li></ul><ul><li>“ Get involved in the Conversation” – ASAE Listservs: </li></ul><ul><ul><li>www.asaecenter.org/community/Content.cfm?ItemNumber=15996 </li></ul></ul>
  88. 96. Contact Information <ul><li>Speaker Kathleen Simpson </li></ul><ul><li>Title Manager, Knowledge Communities </li></ul><ul><li>Organization The American Institute of Architects </li></ul><ul><li>Phone 202-626-7300 </li></ul><ul><li>Email [email_address] </li></ul><ul><li>Website www.aia.org </li></ul><ul><li>Speaker Kelly Flowers </li></ul><ul><li>Title Associate Director, Channel Partnerships </li></ul><ul><li>Organization DUB </li></ul><ul><li>Phone 703-598-4614 </li></ul><ul><li>Email [email_address] </li></ul><ul><li>Website www.poweredbydub.com </li></ul>
  89. 97. Contact Information <ul><li>Speaker Michele Sullivan </li></ul><ul><li>Title Manager, Engagement Strategies </li></ul><ul><li>Organization Higher Logic </li></ul><ul><li>Phone 202-360-4402 </li></ul><ul><li>Email michele@higherlogic.com </li></ul><ul><li>Website www.higherlogic.com </li></ul><ul><li>THANK YOU FOR JOINING US ! </li></ul>
  90. 98. Source: http://cellphones.techfresh.net/evolution-of-mobile-phones
  • ssuser8dd3ad

    Nov. 10, 2014
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    Mar. 27, 2014
  • Busybee69

    Oct. 24, 2011

- Leverage mobile technologies as a component of your overall marketing, communications and social media strategies - Key differences between mobile websites and mobile apps - Examples of mobile apps to expand member benefits, enhance satisfaction, and ultimately improve retention

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