Mobile marketing

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The Center for Community Solutions
11th Annual Telling Your Story: Nonprofits & The Media
“iPhone, iPad, iDon’t Know How to Connect with Our Organization’s Mobile Audience…”

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Mobile marketing

  1. 1. iPhone, iPad, iDon’t Know How to Connect withOur Organization’s Mobile Audience…November 16, 2011 Ann Poston Christina Klenotic Senior Manager, Vice President Communication Design The Cleveland Orchestra
  2. 2. Agenda Adoption/usage trends Tips on how to create a mobile marketing strategy Best practices/case studies for mobile marketing channels Cleveland Orchestra case study  Overview of mobile marketing program  How to get started  Helpful tools  Lessons learned Resources 2
  3. 3. Usage Trends By 2014, mobile internet users will outnumber wired users One half of web searches are done on a mobile device More than 300,000 mobile apps have been developed in 3 years; apps have been downloaded 11 billion times One in four mobile apps is never used again after being downloaded 3
  4. 4. Usage Trends – Smartphones 90% of Americans would rather lose their wallet than their Smartphone Of the world’s 4 billion mobile phones in use, 1.08 billion are smartphones Almost 50% use their smartphones for social networking 71 percent of smartphone users that see an ad on TV, in print or online do a mobile search for more information 4
  5. 5. Usage Trends –Tablets Ownership is higher among men than women iPad maintains the highest market share, at around 71% Top 5 activities for tablets:  1. Browsing the web (88%)  2. Email (84%)  3. Playing games (72%)  4. Social networking (60%)  5. Viewing pictures (55%) 5
  6. 6. Usage Trends –Tablets (continued) How nonprofits are using tablets  Storytelling with key audiences  Forms and field data collection (surveys, petitions)  Donation processing 6
  7. 7. Creating a Mobile Marketing Strategy Evaluate whether it’s a good fit for your organization  What business need will a mobile application serve?  Is your target audience mobile-savvy?  Are you able to commit resources for development and ongoing engagement?  What’s your measurement strategy? 7
  8. 8. Creating a Mobile Marketing Strategy Define the goals for your marketing campaign – generate leads, retain existing donors, offer promotions, improve brand awareness, etc. Determine which channels are most relevant for your target market Integrate your mobile strategy with your business objectives and overall marketing strategy Plan how to maintain momentum Measure the results of the campaign and use the data to further optimize the campaign 8
  9. 9. Types of Mobile Marketing Channels Mobile website QR codes Mobile ads Location-based services Texting campaign Apps 9
  10. 10. Mobile websites See how your site looks on a mobile device via howtogomo.com Optimize your site for mobile viewing  Simplify your content/reduce text  Initiate simple navigation  Include clear calls to action  Match the branding elements from your standard site  Avoid Flash or Java  Avoid pop-up windows  Limit scrolling to one direction (vertically)  Auto-detect mobile phones 10
  11. 11. Mobile websites Susan G. Komen 11
  12. 12. QR Codes  Create content that is compelling and appropriate for quick, mobile consumption  Use a QR code generator • Kaywa  When selecting the size of your code, bigger is generally better  Download a reader app in order to access the buried content. • I-nigma  Test it  Add code by embedding the link or saving the image to a file which you can print on collateral  Check analytics to see how often downloaded 12
  13. 13. QR Codes PlayhouseSquare Foundation 13
  14. 14. Mobile ads  Use Google Mobile Ads to purchase keywords for mobile browsing as an addendum to your desktop SEO program • Google now considering whether an advertiser has a mobile optimized site when assessing ads quality for all AdWords campaigns  Consider in-app ads 14
  15. 15. Foursquare – Location-Based Social Media Site Claim your site Create a branded page Offer specials for charitable donations (either at your own venues or with a retail partner)  Mayor specials  Check-in specials Host a mobile check-in contest In very specific cases, create a Partner Badge (fee) Add tips related to your cause at other locations 15
  16. 16. Foursquare Urban Ministries of Durham 16
  17. 17. Text campaigns Types of campaigns  Text-to-give  Volunteer sign-up  Event/promotions publicity  Opt-in input from constituents, donors 17
  18. 18. Text campaigns How to get started  Build a list • Add a mobile subscribe field to website, collateral, social media sites  Decide on short code (need to outsource) vs. long code  Consider cost • Outsource support needed • Eligibility, fees (Mgive vs. MobiPledge)  Make sure website is optimized for mobile if providing a link in texts  Create a text schedule • Vary timing • Less is more  Research privacy, security issues  Create a plan to promote your code 18
  19. 19. Text campaigns American Red Cross (Mobile Accord’s mGive Platform) 19
  20. 20. The Cleveland Orchestra
  21. 21. Cleveland Orchestra Mobile Marketing Program Overview of program How to get started Helpful tools/vendors Lessons learned 21
  22. 22. Mobile Communication Channels Mobile web site App Text alerts QR codes Social media (e.g., Facebook, Twitter, Blog) 22
  23. 23. A Mobile Website vs. an App Cleveland Orchestra Cleveland Orchestra Mobile Web site Mobile App 23
  24. 24. A Mobile Website vs. an App Cleveland Orchestra Cleveland Orchestra Mobile Web site Mobile App 24
  25. 25. A Mobile Website vs. an App User: Accessibility Organization: Metrics, Notifications Cleveland Orchestra Cleveland Orchestra Mobile Web site Mobile App 25
  26. 26. Mobile Marketing in other GeographiesChicago Symphony Orchestra 26
  27. 27. Mobile Marketing in other Geographies (continued) Chicago Symphony Orchestra 27
  28. 28. Mobile Marketing in other Geographies (continued) New York Philharmonic 28
  29. 29. Mobile Marketing in other Geographies (continued) New York Philharmonic 29
  30. 30. Outbound Mobile Marketing Text Alerts Push Notifications QR Codes 30
  31. 31. Social Media 31
  32. 32. Resources Mobile Technology for Nonprofit Profit Organizations LinkedIn Group Google Mobile Ads Blog Mobile Marketing Association Mobile Marketing Magazine MobileCommerceDaily.com Mashable 32
  33. 33. Questions?
  34. 34. iPhone, iPad, iDon’t Know How to Connect withOur Organization’s Mobile Audience…November 16, 2011 Ann Poston Christina Klenotic Senior Manager, Vice President Communication Design The Cleveland Orchestra

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