Going Mobile - Engaging Audiences via the Mobile Web


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Workshop slidedeck from a presentation at the 2011 Performing Arts Exchange focusing on how performing arts presenters and artists can engage audiences via mobile devices.

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  • The Mobile Web typically refers to the use of Internet-connected applications or browser-based access to the Internet from a mobile device, such as a cell phone, a smartphone, or a tablet computer.
  • ACCESS According to a January 2011 report from CTIA, the international association for the wireless telecommunications industry, 96% of the US population has a mobile phone. Just over one-third of all mobile phone users have a smartphone. This percentage is growing rapidly as smartphone prices decrease and carriers are beginning to require data plans for all mobile phone users on their networks. BEHAVIOR According to a June 2010 report from Morgan Stanley, mobile Internet usage is ramping up substantially faster than desktop Internet usage did. In fact, they predict that by 2014 more people will access the Internet via mobile device than by standard computers or laptops. Also in June 2010, comScore – the most widely used measurement service for the digital market – reported that 78% of smartphone users access the Internet using their mobile web browser, and 80% of smartphone users access mobile applications. EXPECTATION: As more people throughout the country access the web through their mobile devices, they expect at a minimum to be able to access and navigate your website.
  • Over 1/3 of Facbook users access their accounts via mobile devices ½ of Twitter users access their accounts via mobile YouTube has over 200 views of videos on mobile devices each day
  • QR Codes are 2D digital barcodes that can be “scanned” by your Smartphone to access premium content like websites, videos, photos and more!
  • FOURSQUARE Registering with Foursquare allows you to edit venue information, view analytics, activate and deactivate specials, and add employees. One of the most valuable benefits to registering your organization is the ability for venue owners to view real-time stats like: total daily check-ins over time, your most recent visitors, your most frequent visitors, gender breakdown of your customers, what time of day people check in and the portion of your venue’s check-ins that are broadcast to Twitter and Facebook
  • Broadcastr is a Social Media platform for location-based stories. It enables the recording, indexing, listening, and sharing of audio content.
  • These applications are either pre-installed on phones during manufacture, or downloaded by customers from app stores. Whereas mobile websites require users to be connected to the internet, many mobile applications do not require an internet connection once they have been downloaded to your smartphone. This may be important for patrons who are trying to engage with your organization but are in an area where wireless service is not available. Whereas mobile websites are accessible from all types of mobile devices, mobile apps are tied to specific types of devices.  For example, a patron with an Android smartphone cannot use a mobile app designed for an iPhone.  Now, you may be saying to yourself, “Yes, but iPhones are the most popular smartphones on the market, so we should just design apps for iPhones.” [POINT OUT IMAGE ON RIGHT OF SLIDE]
  • Before you begin investing in building a mobile application, take the time to asses what your patrons or constituents want from their mobile experience. If your patrons simply want information (hours, directions, descriptions of work, etc.), then a mobile website is entirely sufficient. If you are looking to provide your patrons with an interactive, one-of-a-kind mobile experience, then you’ll need an app for that.
  • Going Mobile - Engaging Audiences via the Mobile Web

    1. 1. David Dombrosky, Dombrosky Arts Consulting [email_address] 2011 Performing Arts Exchange Baton Rouge, Louisiana Going Mobile: Engaging Audiences via the Mobile Web
    2. 2. What is the Mobile Web?
    3. 3. <ul><li>3 Drivers: </li></ul><ul><li>Access </li></ul><ul><li>Behavior </li></ul><ul><li>Expectation </li></ul>Why Do We Need to Engage?
    4. 4. We can’t afford to engage with mobile. Not true. You most likely already participate in “mobilized” online environments.
    5. 5. <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>iTunes </li></ul><ul><li>Google Maps </li></ul><ul><li>Press sites </li></ul>Common “Mobilized” Online Tools
    6. 6. <ul><li>QR = “quick response” </li></ul><ul><li>Bar codes can be linked to content </li></ul><ul><li>QR Code readers are free </li></ul><ul><li>Generators are also free </li></ul>QR Codes
    7. 7. <ul><li>What QR Codes Can Do </li></ul><ul><li>What QR Codes Can’t Do </li></ul><ul><li>Browse to or bookmark your website or a specific webpage. </li></ul><ul><li>Create an address book entry. </li></ul><ul><li>Post a tweet on Twitter. </li></ul><ul><li>Send a call, text, or email. </li></ul><ul><li>Create a calendar event. </li></ul><ul><li>Generate free format text. </li></ul><ul><li>Play video or audio </li></ul><ul><li>Collect data. </li></ul><ul><li>Auto-fill form fields with user’s info after following QR code generated link. </li></ul><ul><li>Contain more than a few thousand characters . </li></ul><ul><li>Replace traditional marketing efforts. </li></ul>QR Codes -- From The Arts Administrator’s Guide To Becoming A QR Code Superhero
    8. 8. <ul><li>FourSquare – what is it? </li></ul><ul><li>Claim your venue or brand </li></ul><ul><li>Ask visitors to “check-in” </li></ul><ul><li>Promotions </li></ul><ul><li>Cross-promote with nearby businesses </li></ul><ul><li>Event check-ins are coming soon </li></ul><ul><li>Example: Durham Performing Arts Center </li></ul>Location-Based Social Networks
    9. 9. Look for Apps You Can Tie Into <ul><li>User-generated or self-generated content </li></ul><ul><li>Partner programs </li></ul>
    10. 10. <ul><li>Currently over 233 billion websites on the Internet </li></ul><ul><li>In 2010, just over 3 million of them were mobile-friendly </li></ul><ul><li>Accessible from all types of mobile devices </li></ul><ul><li>Require access to the Internet (3G, WiFi, etc.) </li></ul><ul><li>Live example – Richland Performing Arts Center </li></ul>Mobile Websites
    11. 11. <ul><li>Keep the layout simple and easy to navigate </li></ul><ul><li>Keep images to a minimum </li></ul><ul><li>Test your site on a number of mobile devices </li></ul><ul><li>Create a separate mobile site </li></ul><ul><ul><li>For example: m.richlandpac.com instead of www.richlandpac.com </li></ul></ul><ul><ul><li>Consider using services like MoFuse </li></ul></ul><ul><li>Redirect mobile users to your mobile site </li></ul>Making Your Website Mobile Friendly
    12. 12. <ul><li>Software designed for a mobile device – smartphones or tablet computers </li></ul><ul><li>Connectivity </li></ul><ul><li>Platform-specific </li></ul><ul><li>Unique, interactive experience </li></ul>Mobile Apps
    13. 13. Example of a Presenter App:
    14. 14. <ul><li>Think local </li></ul><ul><ul><li>Case Study : Long Center in Austin, TX </li></ul></ul><ul><li>Cultural app developers </li></ul><ul><ul><li>Instant Encore </li></ul></ul><ul><ul><li>Cloudtix </li></ul></ul>Mobile App Developers
    15. 15. <ul><li>What do your patrons or fans want from their mobile experience with your organization? </li></ul><ul><li>What types of content do you already have to use? </li></ul><ul><li>What budget level do you have to devote to mobile engagement? Can you leverage other resources or relationships? </li></ul>Things to Think About
    16. 16. Questions?