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Andy Steggles: Social Media on the Go: Crafting a Mobile Strategy


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What are the common challenges facing nonprofits looking to develop and adopt mobile efforts? In this session, we'll cover "build or buy," "one app or many," and other issues that are key to integrating mobile into your overall efforts, plus look at how SMS, QR codes, and other key technologies can advance marketing and member education.

Published in: Technology, Business
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Andy Steggles: Social Media on the Go: Crafting a Mobile Strategy

  1. 1. Social Media for <br />Non-Profits<br />Twitter Hashtag: #SM4NP <br />Social Media on the Go: Crafting a Mobile Strategy<br />By Andy Steggles<br />Aug 3rd, 2011 from 11.10am to 11.40am<br />
  2. 2. Agenda<br />Mobile Stats – what to expect and when?<br />What does mobile encompass?<br />Types of mobile apps<br />Device Considerations<br />Future of Mobile (using Japan as a model)<br />Example of a SaaS mobile app<br />Example of a custom built app<br />Mobile Benefits<br />Measureable results<br />How to build an app<br />The future of apps<br />
  3. 3. App Stores<br />Apple : <br />3 Billion apps downloaded in 18 months<br />There are over 300,000 apps available in the App Store<br />Android :<br />Google purchased the Android O/S in 2005<br />Its mobile app store is known as the Android Market <br />As of Dec 2010 has approx. 200,000 mobile apps<br />Blackberry <br />A latecomer to the app market but now sells apps via Blackberry's App World<br />10,000 apps were listed at the store as of Sept 2010<br />Daily app downloads are approx. 1.5m.<br />Microsoft<br />Created an app store called Windows Phone<br />Microsoft joined forces with Nokia's Symbian which is big in Europe. <br />The Symbian O/S is being replaced with Microsoft's.<br />
  4. 4. 3G Penetration (+37% y/y)<br />
  5. 5. Use Japan as a Model for Mobile Penetration<br />
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  7. 7. What Does Mobile Encompass?<br />Mobile is not just about Apps<br />QR Codes/Microsoft Tags<br />SMS/Text Messenging<br />GPS V.2 (Global Positioning Satallite) <br />NFC (Near Field Communication)<br />Mobile affects every department and will soon be its own significant line item in your budget.<br />
  8. 8. Mobile Survey using Survey Gizmo<br />
  9. 9. Example of how mobile affects everyone<br />What is your notification vs. opt-out/in strategy? Have you considered:<br />How text/sms comes into the picture?<br />Discussion group messages?<br />Regular email communications<br />Notifications within native mobile apps<br />Member to Member messages<br />Community Invitations<br />Etc.<br />
  10. 10. SMS – Short Message Service<br />Commonly referred as<br />Text Messaging<br />Common Short Code Messaging<br />Shared Code Messaging<br />Mobile messaging<br />Wireless messaging<br />short mail<br />Parameters<br />160 character message limit<br />FUN FACTS<br />Accessible by >97% of US mobile subscribers<br />Over 7 Billion texts are sent each day<br />
  11. 11. INBOUND SMS OR CSC<br />Common Shortcode-based text messaging<br />Using a 5 or 6 digit code (ex. 90999 <br />users send a text with a <br />keyword like “ALIVE”)<br />Shared Shortcode or Dedicated <br />Shortcode<br />Short Code Registry- <br /><br /><br /><br />
  12. 12. Case Study MOMA membership drive<br />Objective: to use mobile to generate interest in MoMA and leads for membership conversions<br />Reason: to offer another method for people to communicate with the museum<br />Target audience: <br />YPs (25-40) based in NYC<br />
  13. 13. MOMA membership drive<br />How it worked: <br />“Text MoMA4 to 30241”<br />A response was sent requesting the user’s email address to get the special offer<br />An email was sent with links to 2 special offers for membership<br />
  14. 14. OUTBOUND SMS- HRC example<br />1. Mobile Alert 2. Link to Position 3. Call to Action 4. Sign your name <br />5. Other ways to support $$$<br />
  15. 15. Native App Benefits<br />Great user experience due to flexibility in design<br />Does not need a connection<br />Can leverage all the device features (webcam, GPS, microphone, file system etc)<br />Can be sold via a marketplace with very simple, easy search options i.e. easy for the consumer to locate<br />Faster and greater performance<br />Does not need to run in a browser and can handle CPU intensive tasks<br />
  16. 16. Types of Mobile Apps<br />iPhone (iOS4.2)<br />Android (2.2)<br />Blackberry (OS6)<br />Windows Mobile (just merged with Nokia Symbian - think Europe)<br />
  17. 17. Device Considerations<br />Apple has a lot of control since it produces its own phone and O/S.<br />Android is an open source O/S and different manufacturers have different designs/screen sizes etc. such as Motorola, Samsung etc.<br />Blackberry also has a lot of different devices to content with (BB Storm has a touch screen etc.)<br />
  18. 18. SaaS Mobile Membership<br />
  19. 19. App Home Screen Directory<br />
  20. 20. News | Events<br />
  21. 21. Contacts | Profile<br />
  22. 22. Discussions/Listserv & Messages<br />
  23. 23. Mobilizing for Meetings<br />Conference app for your annual meeting…<br />And make it profitable!<br />
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  31. 31. Measurable Results<br />
  32. 32. How to Develop an App?<br />Identify your goals (Conference, Directory, Mentoring etc)<br />Understand your integration requirements<br />Ask you provider (AMS vendor, Registration vendor etc)<br />Compare off-the-shelf with build it yourself options<br />Recognize new revenue opportunities<br />Explore the cost options involved. Example:<br />Off-The Shelf:<br />$3k to $15k for a Conf App (per event)<br />Small Org: $2500 per year (Member App)<br />Medium Org: $6k per year (Member App)<br />Large Org: $12k per year (Member App)<br />Build it Yourself:<br />Simple App: $10k per device<br />Advanced App: $100k per device<br />
  33. 33. The Future of Apps<br />HTML 5<br /><br />Example:<br />
  34. 34. Other Mobile Considerations? <br />SMS/Text Messaging <br />QR Codes<br />Print Media<br />Short URLs<br />Do Not Use on Web/Email<br />How to tie print and online media together<br />Near Field Communications (Next big thing!)<br />GPS (part 2)<br />HTML 5<br />
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  37. 37. Mobile Strategy Question<br />Your planning for your annual conference and you want to creatively blend in-person and online networking together by using mobile as an enabler…how could you do this?<br />
  38. 38. Answer<br />The following is an example of how you can blend traditional in person networking, using QR codes and mobile, to promote/enhance your online member experience.<br />Print QR Codes on attendee badges<br />Every QR Code links directly to the attendee online profile<br />The link in the QR code contains an action command i.e. initiate friend request from me, to the person I’m scanning<br />The link tags the person as “Connected at AICPA Interchange 2011”<br />The profile of the person displays, respecting their privacy settings.<br />
  39. 39. Action Plan:<br />What are you trying to achieve?<br />Interview and Education each department about the potential with mobile.<br />Put together a wish list from all departments and then prioritize.<br />Speak to your vendors to understand what they can offer in terms of a mobile solution.<br />Research external use i.e. what are your members using (devices and apps) to better understand opportunities.<br />Educate your members on why mobile is important to them and how it is changing the way we do business.<br />Hire a mobile strategy consultant to help with the above and to put together a mobile strategy plan to use as the business case for any potential investment in mobile.<br />
  40. 40. Thank You<br />Andy Steggles<br /><br />