Mobile Tips for Associations


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Originally titled 'Associations on the Go' when delivered at the 2010 Great Ideas Conference.

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  • Highlighting just top stories with link to full site—echoing back 10 tips Ad
  • The number of mobile phone subscribers has risen 70% from 159 million to 270 million in these six years
  • Mobile Tips for Associations

    1. 1. Associations on the Go Tuesday, March 9, 2010 10:00 a.m.-11:15 a.m. Peter Hutchins, VP Knowledge Initiatives Amy Hissrich, Director, Web Strategies Connecting Great Ideas and Great People
    2. 2. Overview <ul><li>Define the landscape </li></ul><ul><li>Tips and best practices </li></ul><ul><li>How mobile is being used –including by associations </li></ul>
    3. 3. <ul><li>New tools, same rules </li></ul><ul><ul><li>Goals and objectives </li></ul></ul><ul><ul><li>Target audiences </li></ul></ul><ul><ul><li>Measures for success </li></ul></ul><ul><ul><li>Alignment to organizational strategy </li></ul></ul><ul><ul><ul><li>Like web, mobile crosses departments </li></ul></ul></ul>Mobile: A Concept Change
    4. 4. <ul><li>PCs and mobile phones are used differently </li></ul><ul><li>Context matters </li></ul><ul><li>Mobile is personal </li></ul><ul><li>Barrier to participation is different </li></ul><ul><li>Focus on the visitor’s goals </li></ul><ul><ul><li>What tasks are they most likely to perform via a mobile device </li></ul></ul>Mobile: A Concept Change
    5. 5. Defining the Landscape: Device Adoption <ul><li>Smart Phones & PDAs: 173.6 Million devices sold in 2008 </li></ul><ul><li>eReaders: By the end of 2010, industry experts predict, 10 million people will be carrying e-readers. </li></ul>Source: iSuppli 2008 and Washington Post
    6. 6. Smart Phones: Which Ones Matter?
    7. 7. <ul><li>Browser-based access via a mobile device </li></ul><ul><li>Primarily device neutral </li></ul><ul><li>Can leverage device specific functionality </li></ul><ul><li>Standard X/HTML, CSS, etc.—HTML 5 </li></ul><ul><li>More mobile web users than desktop web users for the first time in 2008 </li></ul>The Mobile Web Source: International Telecommunications Union, Oct 2009
    8. 8. Access
    9. 9. Context in Detail
    10. 10. <ul><li>Keep it simple and focused </li></ul><ul><li>Optimize images—and use images sparingly </li></ul><ul><li>Detect and redirect to the mobile site </li></ul><ul><li>Use Correct Markup </li></ul><ul><li>No Flash—for Now </li></ul>Building a Mobile Site—10 Tips
    11. 11. <ul><li>6. Research screen sizes </li></ul><ul><li>7. Link to the full version </li></ul><ul><li>8. SEO—fewer words </li></ul><ul><li>9. Support customization/personalization </li></ul><ul><li>where applicable </li></ul><ul><li>10. Test early and often </li></ul>Building a Mobile Site—10 Tips
    12. 12. Mobile Screen Resolutions
    13. 13. <ul><li>Google Optimizer </li></ul><ul><li> </li></ul><ul><li>Skweezer </li></ul><ul><li>Test iPhone: </li></ul>Mobile Web Tools
    14. 14. Ready.Mobi
    15. 15. Association Examples <ul><li>Association Apps/sites are held to the same standard as main news and best selling apps—visitor experience, etc. </li></ul>
    16. 16. Examples: ABA Journal Advertising area Link to full site Limited Nav ABA : American Bar Association
    17. 17. Examples: ABA Marketplace dot mobi top level domain TXT integration ABA : American Bus Association
    18. 18. Examples: Conference Hubs Social Media integration and community
    19. 19. <ul><li>Software designed to run on specific platforms </li></ul><ul><li>Popular platforms include Symbian, Java ME, Andriod, BlackBerry, iPhone OS, </li></ul><ul><li>Mostly Java, C, or Objective C based </li></ul><ul><li>Several App Builders on the market </li></ul>Mobile Applications
    20. 20. Smart Phones: Which Ones Matter?
    21. 21. Popular Apps
    22. 22. Popular Apps
    23. 23. What are people buying?
    24. 24. Mobile Apps Factors for Consideration <ul><li>What is the purpose of the app and how does it differ from a mobile version of your website? </li></ul><ul><li>How will the app benefit your members? </li></ul><ul><li>Are you using a product that has a mobile app version? If not, is it in the development plans? </li></ul><ul><li>Can you benefit from an off-the-shelf app builder? </li></ul>
    25. 25. Mobile Apps Factors for Consideration <ul><li>Will you charge for your app or specific functionality within the app? </li></ul><ul><li>Will your app be members only? </li></ul><ul><li>Is there a role for video? </li></ul><ul><li>Are you ready for public reviews? </li></ul>
    26. 26. Examples: AHA CPR Application <ul><li>“ I had an app that had pre-downloaded all this information about treating wounds. So I looked up excessive bleeding and I looked up compound fracture. So I knew I wasn’t making mistakes, That gave me confidence to treat my wounds properly.” ~ Dan Woolley, Haiti Survivor Earthquake </li></ul>Video Integration
    27. 27. Examples: My C.A.R. Members Only
    28. 28. Examples: CES Expo App Charged for the app
    29. 29. Off the Shelf Mobile App Builders Stand alone products no coding required Development frameworks require HTML, Ruby but not Objective C! $20/$500 plus possible monthly fees; these are not endorsed by ASAE & The Center Sweb Apps: Has a non profit button set Build and App: Multi-device w/ calendar, etc Kanchoo: Focuses on news/content App Maker: RSS feeds and social media Rhomobile PhoneGap
    30. 30. SMS/Text Messaging <ul><li>Short messages usually between two private mobile phones </li></ul><ul><li>In 2008 approximately 1.8 billion people are actively texting. </li></ul><ul><li>Globally, there are twice as many active users of SMS as are active users of email </li></ul><ul><li>SMS is typically read within an average of 15 minutes after receipt and responded to within 60 minutes </li></ul>Source: 2008
    31. 31. SMS Subscribers <ul><li>2003 : 2.1 billion </li></ul><ul><li>2004 : 4.7 billion </li></ul><ul><li>2005 : 9.8 billion </li></ul><ul><li>2006 : 18.7 billion </li></ul><ul><li>2007 : 48.1 billion </li></ul><ul><li>2008 : 110.4 billion </li></ul>Source:
    32. 32. SMS/Text Messaging-Mobile Giving <ul><li>Change in carrier fees has opened up mobile, text to donate, giving as a viable option </li></ul><ul><li>Fees do still typically apply both in alerts and mobile giving </li></ul><ul><li>What information do your members need via text? </li></ul><ul><li>Who is paying the bill for the phone? </li></ul>
    33. 33. Text Message Examples <ul><li>Campaigns use micropayments and ease of donating </li></ul><ul><li>Mobile Marketing Association Guidelines require no </li></ul><ul><li>more than $5 or $10 donations. Carriers may accept </li></ul><ul><li>up to 3 donations in most cases. </li></ul><ul><li>For more than $20-$30 donations, calls or web </li></ul><ul><li>transactions must be used. </li></ul><ul><li>Non Profits can use the Mobile Giving Foundation </li></ul><ul><li> </li></ul>
    34. 34. Text Message Examples <ul><li>ALA used SMS for ‘Ask a Librarian’ around their conference </li></ul><ul><li>Users text their questions and volunteer ALA Ambassadors respond on a private website </li></ul><ul><li>Does not use advertising in SMS </li></ul><ul><li>Users can follow updates in Twitter and FaceBook </li></ul>Source: Mobile Marketer
    35. 35. Location Based Services <ul><li>Makes use of mobile devices geographical positioning </li></ul><ul><li>Mobile users don’t have to specify a zip code </li></ul><ul><li>GPS is a component </li></ul><ul><li>Can’t trianglate within a building; e.g. Tradeshow floor. </li></ul>
    36. 36. Location Based Services? <ul><li>The next big thing? </li></ul><ul><li>Around Me FourSquare & Gowalla </li></ul>
    37. 37. <ul><li>Mobile sites can usually be measured within your current stats packages </li></ul><ul><li>How many downloads /updates for your app? </li></ul><ul><li>How many purchases </li></ul><ul><li>App ratings </li></ul><ul><li>Mobile giving volume </li></ul><ul><li>Full web still likely to see more usage </li></ul>How Will You Measure Success?
    38. 38. Conclusion <ul><li>Mobile is different than regular computing </li></ul><ul><li>Focus on member needs and how the organization can uniquely fulfill them </li></ul><ul><li>Context is a key factor </li></ul><ul><li>Strategy doesn’t change, just can be leveraged in new ways </li></ul><ul><li>Measuring success is still important </li></ul>
    39. 39. eReaders
    40. 40. eReaders
    41. 41. eReaders Source: Wattpad Global Ebook Metrics Report
    42. 42. eReader Satisfaction <ul><li>93% percent of e-reader owners are satisfied with their device </li></ul><ul><li>e-Reader satisfaction isn’t stopping owners from using other devices to fulfill needs and read e-books. Three-in-ten owners say they use at least one other device for reading e-books, such as a PC or a smartphone. </li></ul>Source: e-Reader Owners: Attitudes and Usage The NPD Group
    43. 43. Association Journals on Kindle
    44. 44. Getting on Kindle <ul><li>Amazon takes a percentage </li></ul><ul><li>Read terms of service carefully </li></ul>
    45. 45. Resources <ul><li>Delicious Bookmarks: </li></ul>