McCormick Mobile Media - Mobile Giving

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McCormick Mobile Media - Mobile Giving

  1. 1. Mobile GivingPresentation
  2. 2. Mobile StatsThe Mobile PyramidTypes of Mobile Giving
  3. 3. STATS & TRENDSCTIA, Nielsen
  4. 4.  292M cell phones in US & 97% can send & receive SMS Text 93% household penetration 24% of households are wireless Cell phone penetration has surpassed Cable TV, web access and home PCsMobile StatsCTIA 2009-10
  5. 5. As of June 2012, mobile phones have a 101% market penetration in the USA.
  6. 6. Google Play or iPhone app?
  7. 7. Should your TV commercial have a Call to Action or Text to Action?SMS is the #1 Smart Phone function.
  8. 8. Mobile Internet Users to passDesktops within 24 months.
  9. 9. Watch your data plan!
  10. 10. 85% of 18-29 text regularly65% of 30-49 text regularly
  11. 11. Adults 25-34 send 750texts a month or 25 a day.
  12. 12.  95% of new mobile phone sales have web browsers and 70 million U.S. customers use them regularly. 2.27 trillion text messages sent in 2012 (173 billion in 2010; 7.2 billion 2005) Data downloads up 89% in 2011 (435 MB/month) Mobile Stats CTIA 2009-10, 2012
  13. 13. Mobile Marketing Stats
  14. 14. Mobile Marketing Industry Info: Mobile Marketing Association Common Short Code (Vanity Short Code) Keyword / Short Code combination (Text SPA to 58124) Regular SMS vs Premium SMS
  15. 15.  96% of Text Messages are read within 5 minutes & acted upon in 15 minutes Businesses typically see 5-20% response rates (Verizon ‘09, eMarketer ‘10) 30% of adults would like to receive coupons on their phone (Forrester ‘08)Mobile Stats
  16. 16. SMS is the preferred formobile coupons
  17. 17. Most Common Practices?Marketing & Promotions
  18. 18. What’s it Mean?Incredible Marketing Opportunity
  19. 19.  People are tethered to their cell phone Cell phone is part of our identity – ring tones, social media, apps Device that across racial barriers 38% say their phone is more important than their wallet (Pew 2009) Mobile is ubiquitous Advantages & Benefits
  20. 20. But what it really means … You can develop effective Push / Pull campaigns, use behavioral marketing & enable traditional mediaShift from impressions to personal engagement.
  21. 21. It also means, there is a shift fromimpressions to personal engagementAdvantages & Benefits
  22. 22. It also means,your ad message can be added tosocial circles and at the point of purchase.Advantages & Benefits
  23. 23. Mobile Pyramid
  24. 24. Mobile Engagement e-commerce Apps & Mobile Web Mobile ads & Mobile ad networks SMS Text Messaging Reach1,000,000 people: 970,000 can text 300,000 use mobile web 129,000 Android 78,000 iPhone
  25. 25. Mobile Giving
  26. 26. Text to GiveText to Give
  27. 27. Text to Give
  28. 28. Text to GiveRaised $230,000 the 1st year.
  29. 29.  Annual Gross Revenue of $500,000 Very strict vetting process 6 to 10 weeks for approval Requires annual contract Remit every 60-90 days
  30. 30. Mobile PledgingMobile Pledging
  31. 31. Mobile PledgingMobile Pledging
  32. 32. Mobile PledgingMobile Pledging
  33. 33. Mobile MessagingMobile Messaging
  34. 34. Social GivingSocial Giving
  35. 35. Social GivingSocial Giving
  36. 36. Social GivingSocial Giving
  37. 37. Social GivingSocial Giving Case Study
  38. 38.  Monetize the Message! Critical mass of consumers – media, events, social media, etc. Clearly communicate that EVERYONE needs to participate, i.e. Group Effort 2013 – Dip your toe in! You need to launch, assess, re-launch. Don’t give up.Tips & Strategy
  39. 39. 7.5 Mobile things to do today!7.5 things
  40. 40. #1 Make your email blasts mobile friendly “view on mobile device” is the 3rd most clicked button when included – DMA 20107.5 things
  41. 41. #2 Add your phone # to your Meta-description7.5 things
  42. 42. 7.5 things
  43. 43. #3 Add “Click to Call” ad extension to Google AdWords campaign7.5 things
  44. 44. #4 Claim Your Google Places profile7.5 things
  45. 45. #5 Get rid of “spell the person’s last name” phone systems7.5 things
  46. 46. #6 Write your emails for mobile7.5 things
  47. 47. #7 Add text/mobile to your business cards #7.5 and voicemail!7.5 things
  48. 48. Thank You!7.5 things

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