Vanguard Technology - Mobile for Associations webinar


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This is a 101-level webinar on the reality of mobile in the association space. If you're an association, this is the future of communication for your organization. Learn the basics here.

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  • Thanks to everyone for attending this webinar today. A couple housekeeping items to start: This webinar will be recorded and a link to the recording will be provided to all attendees. A PDF of all the slides will also be provided to attendees as well. I anticipate this webinar going approximately 30 to 35 minutes with time for questions at the end. Feel free to text your questions via the chat function or you can wait until the end and ask me the question over the phone directly. I will be muting all callers for the duration of this presentation. I may take a break half way through to make sure everyone is still with us and following okay. I think that just about covers it, so let’s get started. PAUSE Mobile for Associations: What you need to know today. Today’s webinar will be in essence a 101 course in mobile for associations. I know we’re all coming off of or maybe even ramping up to the social networking reality that’s been going on the last two years in the association world, but it’s time to talk about what’s next. And that is mobile. And understand too that this presentation is not about just showing you a new technology, it is, like social networking is, is showing you the future of communication for your association. Mobile isn’t a technology issue, it’s a content delivery issue – it’s a relevance issue – it’s a marketing issue – it’s a retention issue. So, while we’ll talk about the technology a bit, know that this isn’t just a new shiny thing. Mobile is the future of your organization. So, let’s jump right in. NEW SLIDE
  • Here’s a list of what we’ll be covering today. Again, a high level look at the mobile landscape and what it means to you and your organization. READ LIST
  • So, here are some pretty convincing statistics on the proliferation of mobile technology in the US and worldwide. There are many more just as staggering statistics that I could have quoted, but I think this paints a pretty clear picture. Mobile is a way of life for people. READ LIST 270 – according to CTIA the wireless association. 39% - according to a Pew Internet and American Life studay 39% of US adults say their mobile phones lead them to use the Internet more frequently. More texts: According to a Nielsen report as of mid-2008, on the avg people text 357 times per month to placing 204 calls per month. What’s important to note as well is that these numbers are increasing every year at an incredible rate. And I want to read the last one again. READ IT
  • So much so, that marketers are called the smart phone the “third screen”. While much potential lies in what this third screen has to offer associations from a marketing and communication perspective, very little has been done up to this point relatively speaking. This presentation is a call to action for those on the line to at least acknowledge that mobile will be – actually already is – a major component of your members’ lives. It’s now your job to figure out how to leverage that fact.
  • So, let’s address they why first. Why is mobile such an alluring prospect for associations? Here are some primary reasons. And this is not just for associations, but all brands of the world. Anyone who is looking to bring together a contingent to share a vision or mission. READ LIST Immediate – Studies show cell phones are generally with their users 80% of the time. Consider your own life for that one. Pales to even a laptop in my own personal observations. Real-time – Humane Society is using texting to let their supporters know about seal hunting in Canada.
  • The secret to Mobile success is CONTEXT. I can’t stress enough how key this point is. We’ll see examples of this in our case study later, but what we’re NOT looking to do is to simply recreate a web browser experience on a phone. Your members are accessing the Internet over the phone in a different way on the cell phone than they are on their laptop for example. They may be on the run, they by be just looking for a tid bit of information. It’s our jobs as marketers and technologists of our organization to learn what context our members may be wanting to experience our organization. I’ll talk about how one of our clients may be using mobile in context for their membership, but right now I’d like to show you a commercial example of an awesome use of context. NEXT SLIDE
  • If you navigate to dunkin donuts website on your blackberry you’ll simply see a mobile version of their website. Talking about franchise opportunities, donut flavor and job postings. BUT, if you are on an iPhone the possibilities open up. Dunkin really got this one right. Think context, right? Dunkin created an iPhone app that allows you to set up a dunkin run. You can contact your associates and they can respond back with what they want from Dunkin Donuts. so you can gauge interest from colleagues or friends, easily collect an accurate list of electronic orders from the complete menu of drinks and food items. Additional app features include the ability to keep track of past orders, store your favorite menu items for quicker access, receive run reminders and cancellation notices, and connect to Facebok to display your run status. See how they’ve blended the
  • Text messages. There are 2 ways to engage texting. One is a one to many approach like email marketing. You can personalize and send a message to the masses or you can do what you’ve probably seen from American Idol on down where you can text a certain word or characters to a 5 or 6-digit short code. And then either use that for voting or to send information back to the sender. The important thing to remember is that, like email blasts, texting requires the use of a text gateway provider. It’s not something you can simply do on your own. Then you can go mobile-ready. Which is what I’ll show you next in a client case study. And , of course, the iPhone applications. There are apps for BlackBerry and other smartphones, but iPhone is by far the most popular. You can
  • So, what about context for ISES? Well, we’re working on a member directory for them that search geographically. So event planners in a pinch or even it they are not can instantly find a vendor they may need to make their event a success. They don’t have to get back to their computer to do a search they can find it right there and they know they can trust the source because they’ll be finding an ISES member. Lastly, I encourage you to read the article in the August issue of Associations Now magazine. It cites other great examples of how associations are using mobile in creative ways. It’s on the ASAE website or if you’re not a member, email me and I’ll send you a PDF copy.
  • I’d like to thank you all for attending
  • Vanguard Technology - Mobile for Associations webinar

    1. 1. October 2009
    2. 2. <ul><li>The Mobile Reality </li></ul><ul><li>Why Mobile at All? </li></ul><ul><li>Potential for Associations </li></ul><ul><li>Secret to Mobile Success </li></ul><ul><li>How your Members Use Mobile </li></ul><ul><li>Quick Case Study </li></ul>
    3. 3. <ul><li>Over 3 billion subscribers worldwide </li></ul><ul><li>Over 270 million in the U.S. </li></ul><ul><li>Over 87% of U.S. population own a mobile device. </li></ul><ul><li>39% say mobile leads to Internet </li></ul><ul><li>Over 15 billion text messages a month in U.S. </li></ul><ul><li>More texts in U.S. per month than calls. </li></ul><ul><li>Mobile penetration is greater than cable T.V., home Internet and home computers. </li></ul>
    4. 5. <ul><li>Immediate </li></ul><ul><li>Real-time </li></ul><ul><li>Easy to use </li></ul><ul><li>Familiarity </li></ul><ul><li>Personalized </li></ul><ul><li>Sponsorship opportunities </li></ul>
    5. 6. Context
    6. 9. <ul><li>Renewals </li></ul><ul><li>Events </li></ul><ul><li>News </li></ul><ul><li>Location </li></ul><ul><li>Anything contextual </li></ul>
    7. 10. Text Messages Mobile-ready Mobile Apps
    8. 11. Here is what looks like within an iPhone. While the iPhone browser does a good job of rendering the actual web page, the type is small and it is a very difficult web page to navigate. By bringing a simplified mobile-friendly interface to the iPhone experience ISES is ensuring that their members, prospective members and event attendees are getting a contextual experience that not only helps them find information better, but just as importantly preserves the integrity of the ISES brand.
    9. 12. Here is what will look like with a newly designed iPhone-ready home page. Notice how it offers a simplified, relevant navigational area that is easy-to-read and easy to understand. When a user navigates to the home page from their iPhone the website will be able to tell that they are on their iPhone and will show them this screen instead of the actual website home page. Generally, we do provide a link to the “actual website” within the iPhone home page for users who want the full experience. ISES Facts Membership CSEP Industry Awards 401 N. Michigan Ave, Chicago, IL 60601 (312) 555-5555 Professional Development Event World 2010
    10. 13. This is how a secondary page would look within the iPhone website. Very crisp text that is readable and brief, bringing the mobile user only the information they need as they experience ISES on their handheld. All of the content for the home page and secondary pages is managed within the Vanguard Technology V_Mobile content management system. One place to manage all things mobile for By joining you gain access to an ever-expanding educational and networking resource to answer your questions. Well-known special event professionals who have practical know-how that can help you with your business -- ISES Members, can answer Professional questions and more! Remember that in any profession, information and advancement go hand-in-hand. ISES Facts
    11. 14. Here is an emulation of how renders on a BlackBerry. You can see how the BlackBerry browser does not do a very good job of displaying the site. This is very common on BlackBerrys. While the page does scroll down and eventually display most elements currently on your home page, the user can get very frustrated trying to find their way around. It’s not the best first impression for ISES if someone is visiting ISES for the first time via their BlackBerry. Home | Join | ISES Career Center | Contact Us Home
    12. 15. Here is what the V_Mobile site will look like on a BlackBerry. Similar to the iPhone, the interface will provide simple and easy-to-understand navigation that is pertinent to the user expectation. A secondary page will render like the iPhone secondary page above. Also, ISES only needs to manage their mobile site in one place to get it to show up on the iPhone and BlackBerry as you see here. They won’t have to manage two separate mobile sites. ISES Facts Membership CSEP Industry Awards Professional Development
    13. 16. <ul><li>Chris Bonney </li></ul><ul><li>Vanguard Technology </li></ul><ul><li>Phone: 312-263-1322 x 505 </li></ul><ul><li>E-mail: </li></ul><ul><li>Website: </li></ul>