Where are they now? Probably not in front of a computer... Mobile engagement seminar, 23 March 2016

•

1 like•922 views

Tim O'Donnell, operations director, Precedent Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Government & Nonprofit

PRECEDENT
MOBILEENGAGEMENTSEMINAR
Tim O'Donnell
PARTNER DIRECTOR
CHARITYCOMMS
@precedentcomms #charitymobile
WHERE ARE THEY
NOW?

WHERE ARE THEY
NOW?
PROBABLYNOTINFRONTOFACOMPUTER...
@precedentcomms #charitymobile

LOVES
MOBILE
EVERYONE
@precedentcomms #charitymobile

LISTEN
TO AN AGENCY
WONK?
BUT TIM, WHY WOULD I
@precedentcomms #charitymobile

WHO REMEMBERS DIGITAL IN 2002 ?
@precedentcomms #charitymobile

26 YEARS
+100 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM
@precedentcomms #charitymobile

MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@precedentcomms #charitymobile

DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM
@precedentcomms #charitymobile

WHATISTHE
CHALLENGE?
• In 2013wehada“HeadofMobile”
• We don’thave onenow
• Mobile engagement is just engagement
• Notin frontofacomputer
• Notonyour premises
• Notwith your representative
@precedentcomms #charitymobile

GREAT,SOJUST
DIGITALTHEN?
• What areyour ownexperiences of mobile?
@precedentcomms #charitymobile

IT’SNOTYOUR
SECTOR
THATSETSTHE
BENCHMARK
@precedentcomms #charitymobile

THE RISING
TIDE
• Matchorexceed thebest experiences
• Seek outthe newnorms
• Being ‘the best ofus’ will notdrive outcomes
@precedentcomms #charitymobile

BUT NOT
THE RISING
TIDAL
(THAT’S A JOKE)
@precedentcomms #charitymobile

THE RISING
TIDE
• Beaconpayments “Taptodonate”
• Buybuttonse.g.Instagram – drive sales and
revenue share
• Pay-from-pocket
@precedentcomms #charitymobile

HE CAN
CAN YOU?
@precedentcomms #charitymobile

NEW SERVICES
NEW
PARTNERSHIPS
@precedentcomms #charitymobile

NOT EVERY
NEW THING
WORKS
@precedentcomms #charitymobile

BUTDOEXPERIMENT
@precedentcomms #charitymobile

BUT WHAT
DOES IT
ALL MEAN?
@precedentcomms #charitymobile

FOURTHINGSTOREMEMBER
PUTTINGITINTOACTION
@precedentcomms #charitymobile

Things about Mobile
4
MOBILE IS
DIFFERENT
THE SAME
A CHANNEL
A TECHNOLOGY
@precedentcomms #charitymobile

MOBILEIS
REMEMBER:
DIFFERENT
• Does themessage match themindset?
• Does thecopyandcontentfittheformat?
• Expectation offrictionless transaction
• Touch,don’t type
1@precedentcomms #charitymobile

2
MOBILEIS
REMEMBER:
THE SAME
• Doyou understand your user?
• User research
• The digital cycle: Do,Measure, Decide, Iterate
• Failfast
@precedentcomms #charitymobile

HOW TO UNDERSTAND YOUR
USER
• TalkToThem
USING OUR HIGHLY DEVELOPED
METHODOLOGY
@precedentcomms #charitymobile

MOBILEISA
REMEMBER:
CHANNEL
• Again,think mindset
• Web,App,SMS,Location, IM,E-mail
• Two-way
• Do yourchannels compete, or reinforce?
3@precedentcomms #charitymobile

MOBILEISA
REMEMBER:
TECHNOLOGY
• Mobilepayments
• Beacons /Near-field contactless
• Examine your operations forquick wins
• How areyou staying current?
4@precedentcomms #charitymobile

DIFFERENT
THE SAME
CHANNEL
TECHNOLOGY.
@precedentcomms #charitymobile

QUESTIONS &
THANK YOU.
@precedentcomms #charitymobile

S O M E E X A M P L E S O F O U R C H A R I T Y S E C T O R C L I E N T S
33

Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

23 March 2016
London
#charitymobile
Mobile engagement
seminar
Sponsored by

There are thousands of apps available for marketing research. But which apps are most useful for qualitative researchers? There are many mobile qual tools to use. Some are integrated mobile and online, others are mobile only, some come with built-in audiences, others provide only video. In this presentation Mark Michelson will present a taxonomy of mobile qualitative apps to help researchers understand which can be used for what.

Digital Transformation 'Before and After' - 24th September, London

Precedent

Evidenced by ‘before and after’ case studies from famous brands and major organisations, Lindsay Herbert (Global Head of Digital) will explore how you can build a digital culture and achieve your organisation’s own digital transformation. You’ll learn: The three stages of digital transformation The top six global trends affecting all sectors and industries How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve Lindsay will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the University of Aberdeen and Blackrock.

Mobile is boring !

▶ Kenneth Tallir ✔

2011 10 webIT Keynote: CrowdsourcingGillian Muessig

Digital Transformation 'Before and After' seminar 13th April, London

Precedent

Evidenced by ‘before and after’ case studies from famous brands and major organisations, Tim O'Donnell (Operations Director) and Donatella Huijts (Client Director) will explore how you can build a digital culture and achieve your organisation’s own digital transformation. You’ll learn about: The three stages of digital transformation The top six global trends affecting all sectors and industries How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve Tim and Donatella will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the Association of Optometrists and Anthony Nolan.

Losing the word digital

Jen Travis

The word “digital” is hurting your results – Learn to stop using it. At one time, in the not so distant past, your company was likely behind if you weren’t using the word digital to describe methods for marketing and product development. Now you might be behind if you are using it. Come learn why and how we can lose the word “digital” from our vocabulary and really look and act from the customer’s perspective. In this session, I will explore the evolution of the word, how it transformed marketing culture and how it will shape the future of marketing - if only we'd let it go.

New Frontiers for Sourcing Talent: Will Staney #SOSUAU Keynote Will Staney

Siegel+Gale Managing Director Jason Cieslak co-presented the session: Doing Digital the Right Way – How to Engage Customers and Manage Perceptions Using a Clear Brand Voice. Joined by Patricia Reupke, Director of Consumer Relationship Marketing at Baylor Health Care System, Jason discussed how to create a successful digital strategy that reflects an organization’s brand promise and engages multiple audiences through various platforms.

5 Ways to Drive Digital Marketing Excellence

Argyle Executive Forum

Conversant Chief Marketing Officer Scott Eagle discussed ways that organizations can improve their digital marketing during a Thought Leadership Spotlight Presented by Conversant at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Five Ways to Drive Digital Marketing Excellence Through Sharper Thinking,” Eagle dispelled several common marketing myths. Eagle noted there are five common marketing myths: Personalized marketing is a powerful idea, but it is not yet possible. It’s too tough to demonstrate digital marketing’s impact on offline sales. Vendor dating is better than vendor marriage. Simplistic attribution models are viable options for marketers. Marketing teams constantly need to execute on “what’s hot in digital.” Building a picture of a target consumer and a marketing strategy to garner this consumer’s attention can help marketers ensure that they connect with their target audiences consistently, Eagle said: “If you know who [the target consumer] is and can find [this consumer], you have to put the right intelligent communication in front of them based on what you believe the next purchase they’re going to want. That’s creation of millions and millions of ad [permutations].” Test and control digital marketing models, Eagle said, can help an organization learn more about its target audiences than ever before. An organization that constantly focuses on finding ways to bolster its digital marketing, Eagle added, can achieve consistent, incremental improvements: “There’s no reason to dive right in again and get married. We pilot it [and] we work through a few things. There are lots of ways you can truncate and cut down on that.” - See more at: http://www.argylejournal.com/chief-marketing-officer/thought-leadership-spotlight-presented-by-conversant-five-ways-to-drive-digital-marketing-excellence-through-sharper-thinking-scott-eagle-chief-marketing-officer-conversant/#sthash.TWQX82aQ.dpuf

Leveraging mobile to grow your business

Tautvydas Gylys

Anatomy of a digital project seminar - 8th November, London

Precedent

From the sharing economy to the internet of things, digital transformation has become a reality. It is impacting society at every level: from consumer behaviour through to reshaping entire industries. The challenge for many organisations is knowing how to begin. Our Global Managing Director and Project Management Director provide recommendations on how best to take those first small steps towards beginning your organisation’s programme of transformation, using real case study examples.

The Measure of CX

SAP Customer Experience

The Big Pathwatch – crowdsourced data gathering. Mobile engagement seminar, 2...

CharityComms

Thinking with your thumbs – catering for your users on the move. Mobile engag...

CharityComms

SafetyNets - innovative support for sex workers via smartphones. Mobile engag...

CharityComms

Taking the pain out of communications planning

CharityComms

How to gain coverage when you have no 'news'. PR Network, 1 March 2016

CharityComms

The ‘Hidden’ Audiences | ‘Burst the bubble’- how do we reach beyond our estab...

CharityComms

Rainbow Laces: connecting with hostile audiences | 'Burst the bubble' - how d...

CharityComms

Perfect partnerships - #JeffsMarch. Audience strategy conference, 26 May 2016

CharityComms

Smart segmentation to keep your campaigns fresh, relevant and effective – Tyr...

CharityComms

Balancing public and specialist audiences. Audience strategy conference, 26 M...

CharityComms

What can we achieve together? Audience strategy conference, 26 May 2016

CharityComms

How do we create amazing supporter experiences? Audience strategy conference,...

CharityComms

Better listening. Audience strategy conference, 26 May 2016

CharityComms

What's hot

#Perform2015 - Opening Slides, Digital Stats, and Performance Metrics

Dynatrace

&THEN_CONTENT FOR UNCONTENT...10.4.15videoPam Ansley Evans

"Walmart's Digital Transformation - Bridging the Digital / Physical Divide"iMedia Connection

Ashley Vinson (Twitter) - Size Doesn't Matter | Mobile Convention London 2016

CM.com

How to Engage Customers and Manage Perceptions Using a Clear Brand Voice

Siegel+Gale

5 Ways to Drive Digital Marketing Excellence

Argyle Executive Forum

Leveraging mobile to grow your business

Tautvydas Gylys

Anatomy of a digital project seminar - 8th November, London

Precedent

From the sharing economy to the internet of things, digital transformation has become a reality. It is impacting society at every level: from consumer behaviour through to reshaping entire industries. The challenge for many organisations is knowing how to begin. Our Global Managing Director and Project Management Director provide recommendations on how best to take those first small steps towards beginning your organisation’s programme of transformation, using real case study examples.

The Measure of CX

SAP Customer Experience

What's hot (9)

#Perform2015 - Opening Slides, Digital Stats, and Performance Metrics

&THEN_CONTENT FOR UNCONTENT...10.4.15video

"Walmart's Digital Transformation - Bridging the Digital / Physical Divide"

Ashley Vinson (Twitter) - Size Doesn't Matter | Mobile Convention London 2016

How to Engage Customers and Manage Perceptions Using a Clear Brand Voice

5 Ways to Drive Digital Marketing Excellence

Leveraging mobile to grow your business

Anatomy of a digital project seminar - 8th November, London

The Measure of CX

Viewers also liked

The Big Pathwatch – crowdsourced data gathering. Mobile engagement seminar, 2...

CharityComms

Thinking with your thumbs – catering for your users on the move. Mobile engag...

CharityComms

SafetyNets - innovative support for sex workers via smartphones. Mobile engag...

CharityComms

Taking the pain out of communications planning

CharityComms

How to gain coverage when you have no 'news'. PR Network, 1 March 2016

CharityComms

The ‘Hidden’ Audiences | ‘Burst the bubble’- how do we reach beyond our estab...

CharityComms

Rainbow Laces: connecting with hostile audiences | 'Burst the bubble' - how d...

CharityComms

Perfect partnerships - #JeffsMarch. Audience strategy conference, 26 May 2016

CharityComms

Smart segmentation to keep your campaigns fresh, relevant and effective – Tyr...

CharityComms

Balancing public and specialist audiences. Audience strategy conference, 26 M...

CharityComms

What can we achieve together? Audience strategy conference, 26 May 2016

CharityComms

How do we create amazing supporter experiences? Audience strategy conference,...

CharityComms

Better listening. Audience strategy conference, 26 May 2016

CharityComms

Segmentation in practice. Audience strategy conference, 26 May 2016

CharityComms

Co-creation for impact. Audience strategy conference, 26 May 2016

CharityComms

Beyond the pen portrait - creating empathy with your audiences. Audience stra...

CharityComms

Audience mapping - drawing on your own internal expertise. Audience strategy ...

CharityComms

Building an audience strategy from the ground up. Audience strategy conferenc...

CharityComms

Campaigning: getting the most out of digital channels and tools - Cowshed. So...

CharityComms

Campaigning: getting the most out of digital channels and tools - 52 Lives. S...

CharityComms

Viewers also liked (20)