- The document discusses how associations can leverage mobile technologies including mobile websites, applications, SMS/text messaging, location-based services, and eReaders. - It provides tips on building mobile sites, examples of association mobile apps and sites, and factors to consider for mobile apps. - The document also covers trends in mobile adoption rates, popular mobile devices, and how associations can measure the success of their mobile strategies.

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 www.asaecenter.org

2. Overview Define the landscape Tips and best practices How mobile is being used –including by associations

3. New tools, same rules Goals and objectives Target audiences Measures for success Alignment to organizational strategy Like web, mobile crosses departments Mobile: A Concept Change

4. PCs and mobile phones are used differently Context matters Mobile is personal Barrier to participation is different Focus on the visitor’s goals What tasks are they most likely to perform via a mobile device Mobile: A Concept Change

5. Defining the Landscape: Device Adoption Smart Phones & PDAs: 173.6 Million devices sold in 2008 eReaders: By the end of 2010, industry experts predict, 10 million people will be carrying e-readers. Source: iSuppli 2008 and Washington Post

6. Smart Phones: Which Ones Matter?

7. Browser-based access via a mobile device Primarily device neutral Can leverage device specific functionality Standard X/HTML, CSS, etc.—HTML 5 More mobile web users than desktop web users for the first time in 2008 The Mobile Web Source: International Telecommunications Union, Oct 2009

8. Access

9. Context in Detail

10. Keep it simple and focused Optimize images—and use images sparingly Detect and redirect to the mobile site Use Correct Markup No Flash—for Now Building a Mobile Site—10 Tips

11. 6. Research screen sizes 7. Link to the full version 8. SEO—fewer words 9. Support customization/personalization where applicable 10. Test early and often Building a Mobile Site—10 Tips

12. Mobile Screen Resolutions

13. Google Optimizer http://www.google.com/gwt/n Skweezer http://www.skweezer.com Test iPhone: http://testiphone.com/ Mobile Web Tools

14. Ready.Mobi

15. Association Examples Association Apps/sites are held to the same standard as main news and best selling apps—visitor experience, etc.

16. Examples: ABA Journal Advertising area Link to full site Limited Nav ABA : American Bar Association

17. Examples: ABA Marketplace dot mobi top level domain TXT integration ABA : American Bus Association

18. Examples: Conference Hubs Social Media integration and community

19. Software designed to run on specific platforms Popular platforms include Symbian, Java ME, Andriod, BlackBerry, iPhone OS, Mostly Java, C, or Objective C based Several App Builders on the market Mobile Applications

20. Smart Phones: Which Ones Matter?

21. Popular Apps

22. Popular Apps

23. What are people buying?

24. Mobile Apps Factors for Consideration What is the purpose of the app and how does it differ from a mobile version of your website? How will the app benefit your members? Are you using a product that has a mobile app version? If not, is it in the development plans? Can you benefit from an off-the-shelf app builder?

25. Mobile Apps Factors for Consideration Will you charge for your app or specific functionality within the app? Will your app be members only? Is there a role for video? Are you ready for public reviews?

26. Examples: AHA CPR Application “ 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 Video Integration

27. Examples: My C.A.R. Members Only

28. Examples: CES Expo App Charged for the app

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. SMS/Text Messaging Short messages usually between two private mobile phones In 2008 approximately 1.8 billion people are actively texting. Globally, there are twice as many active users of SMS as are active users of email SMS is typically read within an average of 15 minutes after receipt and responded to within 60 minutes Source: www.punchkickinteractive.com 2008

31. SMS Subscribers 2003 : 2.1 billion 2004 : 4.7 billion 2005 : 9.8 billion 2006 : 18.7 billion 2007 : 48.1 billion 2008 : 110.4 billion Source: http://techcrunchies.com

32. SMS/Text Messaging-Mobile Giving Change in carrier fees has opened up mobile, text to donate, giving as a viable option Fees do still typically apply both in alerts and mobile giving What information do your members need via text? Who is paying the bill for the phone?

33. Text Message Examples Campaigns use micropayments and ease of donating Mobile Marketing Association Guidelines require no more than $5 or $10 donations. Carriers may accept up to 3 donations in most cases. For more than $20-$30 donations, calls or web transactions must be used. Non Profits can use the Mobile Giving Foundation http://mobilegiving.org/?page_id=37

34. Text Message Examples ALA used SMS for ‘Ask a Librarian’ around their conference Users text their questions and volunteer ALA Ambassadors respond on a private website Does not use advertising in SMS Users can follow updates in Twitter and FaceBook Source: Mobile Marketer

35. Location Based Services Makes use of mobile devices geographical positioning Mobile users don’t have to specify a zip code GPS is a component Can’t trianglate within a building; e.g. Tradeshow floor.

36. Location Based Services? The next big thing? Around Me FourSquare & Gowalla

37. Mobile sites can usually be measured within your current stats packages How many downloads /updates for your app? How many purchases App ratings Mobile giving volume Full web still likely to see more usage How Will You Measure Success?

38. Conclusion Mobile is different than regular computing Focus on member needs and how the organization can uniquely fulfill them Context is a key factor Strategy doesn’t change, just can be leveraged in new ways Measuring success is still important

39. eReaders

40. eReaders

41. eReaders Source: Wattpad Global Ebook Metrics Report http://www.wattpad.com

42. eReader Satisfaction 93% percent of e-reader owners are satisfied with their device 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. Source: e-Reader Owners: Attitudes and Usage The NPD Group

43. Association Journals on Kindle

44. Getting on Kindle Amazon takes a percentage Read terms of service carefully

45. Resources Delicious Bookmarks: http://delicious.com/amyhissrich/mobile