Developing Your Brand and Image Conference 30 March 2011

Using mobile as part of your digital strategy

CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world.

W: www.charitycomms.org.uk T: 0207 426 8877 E: emma@charitycomms.org.uk

Using mobile as part of your digital strategy

David Barker - Director of Communications

Today

• Breakthrough Breast Cancer

• Mobile strategy – a must have or a nice to have?

– The (rapidly) evolving landscape

– Pace and scale of the revolution

– How it sits within a wider digital context

• Case Study - iBreastCheck

• Questions

About Us

• Breast cancer is the most commonly diagnosed cancer in the UK

• Around 1,000 women die of breast cancer every month in the UK

• Our vision is a future free from the fear of breast cancer

• We are fighting Breast Cancer in three fronts – Research, Campaigning, Education

• Income in 2009 - £18m

• 130 staff

• Communications restructured to bring on/off line teams together

A connected society

A survey by Ofcom, last year, indicated that British consumers

would reduce spend on their mobile AFTER cutting back on….

So how does mobile fit in?

Website

Social Web

Digital PR

Data (email, SMS)

Search

Mobile

Hub & Spokes

Mobile

On-device

e.g. apps

Mobile Web

Dialogue e.g. SMS

The mobile spoke

Activating the mobile spoke

iBreastCheck

Make it sticky

• Useful

• Time Saving

• Makes life easierUtility

• Entertaining

• Interactive

• StimulatingFun

• Collaborative

• Sharing

• ConnectedSocial

iBreastCheck

Make it famous

Make it famous

• 18,000 downloads

• 5% sign up to e-newsletter

• £2.6m media value

• 47% of UK women (24+) reached

Integration, Integration,

Integration

In summary. . .

• The landscape continues to (rapidly) change

• Mobile is a must have element

• Must form part of a wider digital strategy

• Apps are just one tool

• Simply making an app is not enough

– Make it sticky

– Make it famous

• Good luck!

• Tablet devices

• Location services

• Augmented reality

• Mobile payments

Questions?