MOBILE TECHNOLOGY-It’s hot out there…but MOBILE is hotter!!!
QRNFC
RFID
SMS
APP
WHO ARE THESE LADIES?
Kelly FlowersPrincipal, Mobile & Social Strategy
GrowthVine, [email protected]
Stella DogChief Happiness Officer
GrowthVine, LLC
WHAT ARE YOU GOING TO GET OUT OF THIS?
• Mobile Adoption-hot off the press• Mobile Technologies, Example, Case Studies– SMS– Mobile Websites/ Mobile Apps– QR Codes– RFID & NFC– Mobile Wallet
• Mobile Challenge
MOBILE ADOPTION…are we there yet?
The scale has tipped• More smartphones were sold in the U.S.than PCs in Q4-2010
• Up over 87% from a year earlier
--Morgan Stanley Nov 2010, IDC 2010
MOBILE ADOPTION…it’s not just for kids anymore!
MOBILE USAGE
MOBILE TIME CONSUMPTION
MOBILE APPS- where are we spending our time??
POLL QUESTION #1
• How many of you have some type of mobile implementation for your organization?– Mobile app– Mobile website– Use text messaging– Use Location Based Services like Foursquare, Gowalla– Have QR codes in your publications or at your events
TYPES OF MOBILE• SMS• Mobile Website• Mobile Apps• QR codes• RFID and NFC and mobile wallets• LBS• Mobile survey/polling
SMS – Short Message Service• Commonly referred as– Text Messaging– Common Short Code Messaging– Shared Code Messaging– Mobile messaging– Wireless messaging– short mail
• Parameters– 160 character message limit
• FUN FACTS– Accessible by >97% of US mobile subscribers– Over 7 Billion texts are sent each day
SMS USER STATS
18-24 25-490%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% SMS Users by age More than ONE TRILLION text messages were sent in 2010 in the US alone
SMS USES
• Sweepstakes• Tele-voting• Mobile Coupons• Promotions/Events• Donations• Personal messaging
OUTBOUND SMS• Outbound notifications or alerts- NO response
requested
OUTBOUND SMS- Call to Action• CALL TO ACTION- sending SMS w/ hot link to mobile
website or that include a phone number to call
AIRLINES AT&T CAR REPAIR
NiUG SMS case study
• Ask for SMS opt-in• Sent questions about exhibitors• Gave out gift cards • Engaged attendees• Happy exhibitors!
OUTBOUND SMS- HRC example
1. Mobile Alert 2. Link to Position 3. Call to Action 4. Sign your name
5. Other ways to support $$$
INBOUND SMS OR CSCCommon Shortcode-based text messaging– Using a 5 or 6 digit code (ex. 90999 users send a text with a keyword like “ALIVE”)– Shared Shortcode or Dedicated Shortcode
Short Code Registry- www.USshortCodes.com – List of CSC providers-http://usshortcodes.com/csc_applicators.html
INBOUND SMS or CSC marketing
• Shortcode mobile campaign can be branded for your association through keywords you select and incorporated with other media (TV, radio, web, in-venue via signage)
• Tracking is real time and can be refined to provide greater impact near real time
CSC examplesText4BABY.org
Hospital Corporation of America (HCA)
Case Study MOMA membership drive• Objective: to use mobile to
generate interest in MoMA and leads for membership conversions
• Reason to add mobile campaign: to offer another method for people to communicate with the museum
• Target audience: Tech-savvy YPs (25-40) based in NYC
Case Study – MOMA membership driveHow it worked: 1. “Text MoMA4 to 30241”2. A response was sent
requesting the user’s email address to get the special offer
3. An email was sent with links to 2 special offers for membership
SMS CSC Donations- how it works
User donates Carrier Collects Vendor CollectsNonprofit due to outreach and adds to user’s donations from receives campaign mobile bill each carrier
proceeds minus
processing fees
Using an Inbound Mobile CSC campaign, your organization can raise money for your own organization or for your supported cause
SMS CSC donations examples
• Use Mobile CSC campaigns to supplement your volunteer initiatives
• Use CSC to collect donations for those unable to physically participate in the onsite project
Text “PUPPY” to 12345
INBOUND SMS- Voting/Polling
• Multiple Choice questions• Enabling creative and fun ways to engage• Able to limit votes• Start times and end times of polls• Less expensive than traditional ARS (audience
response systems)• Quick to setup and administer
POLL #2
Let’s vote on which toy Stellagets to play with today?
A) BallB) ChickenC) Bear
MOBILE WEB--
• A mobile websites should not just be accessing a website on your mobile device
• Mobile websites are not the same as the website you see on your lap/desktop
• Prioritize the content• Future of mobile websites- HTML 5
MOBILE WEBSITES- considerations
PROS CONSAlways up to date, no updates downloads required
Cannot be found in app store
Device independent Doesn’t take advantage of smartphone features (camera, GPS, etc) nor optimized for each device’s dimensions
Can create an icon like an app for quick access
Dependent on Internet connection
Less expensive to launch Tends to provide a slower experience
MOBILE WEBSITES- best practices1. Prioritize most visited content2. Simple options3. One column experience, avoid frames4. Require few clicks 5. Top to bottom navigation6. Add calls to action7. Provide click to call8. Create mobile specific content (directions, company
overview, etc)
MOBILE WEBSITES- good examples
Desktop version
Mobile version
Mobile website app for home screen
MOBILE WEBSITES—good examples
Desktop versionMobile version
MOBILE WEBSITES—good examples
Desktop version Mobile version
MOBILE WEBSITES—not so good…
Desktop version Mobile version
MOBILE WEBSITES—not so good
Desktop versionMobile website
Mobile app
MOBILE WEBSITES—things to consider
MOBILE APPS-what are they?
• Also known as “Native” mobile apps• Small applications that are downloaded to your
smartphone that run quick and specific processes– Utilizes your smartphone’s native capabilities—
camera, GPS, voice recorder– Does not necessarily need to be connected to the
Internet to function– Can be updated to add more functionality
MOBILE APPS-where do you get them?
• Mobile applications—applications for smartphones that are downloaded from an “app store”– Apple’s iPhone—”App Store”– Android—”Android Market”– Blackberry—”Blackberry App World”– Windows—”Windows App Store”– Nokia—”Ovi Store”
MOBILE APPS—why use them?• Don’t necessarily need Internet connection to use• Quicker load and have better performance• To have the cache of having your brand searchable in the
app store• Built to use the functionality of each platform,
dimensions, etc—very intuitive design• To take advantage of features of the smartphone like
camera, GPS, microphone
MOBILE APPS—What you should consider carefully
• Which platforms to build on? –Each is built on different languages and use the intuitive behaviors of each platform
• How will you know which platforms your members want?
• What is your budget?
MOBILE APPS- types of apps associations have produced
• Industry Best Practices• Legislative Alerts• Tools and Resources• Association Journals• Podcasts• Tips and Tricks• Location-Based Services• Educating the Public• Events• Comprehensive Association Apps
MOBILE APPS- Industry best practices
Registered Nurses Association of Ontario
MOBILE APPS- Legislative alerts
National Association of Realtors
MOBILE APPS—Tools and Resources
American Medical Association
MOBILE APPS—Association Journals
American Psychological Association
MOBILE APPS--PodcastsAmerican Association for Cancer Research
MOBILE APPS—Tips & Tricks
Promotional Product Association International
MOBILE APPS--LBS
Canadian Real Estate Association
MOBILE APPS—Public Awareness
MOBILE APPS—events & conferences
MOBILE APPS- 365 day example
CESSE ISTE
MOBILE APPS—questions you should be asking
1. What is our Goal for the mobile app?2. Who are we trying to reach?3. What is our budget?4. Do we have the internal bandwidth and expertise on multiple
programming languages?5. How will we test it and market it?6. If using an app for a conference, how will we plan for time zone
changes (CMS)?7. Which platforms?8. What will our measure of success be?9. How will we help our members do their jobs better?
MOBILE APPS—how can mobile help your members?
• Are your members looking to your association for advice on how to use mobile in their professions?
• What is your association doing to help them?• Professional association app store?
MOBILE APP DEVELOPERS
There are quite a few mobile app developersout there, here’s a link to a prettycomprehensive list
http://www.growthvine.com/resources/mobileappdevelopers/
POLL #3
QR CODES
• Quick response or Quick Ready codes are 2D bar codes• QR reader apps (like those found here:
http://www.growthvine.com/resources/qrcodereaders/ ) can use your smartphone’s camera to take a picture and read the QR code
QR CODE CAPABILITIES• URL• Phone number, email address or complete contact
info (vCard)• Text• SMS message• Calendar event• Geolocation
QR CODE CREATION• Quick & easy• Free• Able to promote branding (colors & logos)• Can be edited without changing the contents• Use as few characters as possible– Use a URL shrinker if possible (http://bit.ly, http://goo.gl)
• QR Code Generators- http://www.growthvine.com/resources/qrcodegenerators/
QR CODE USES-MOBILE MARKETING
LINK TO URL• Mobile websites• Contact info• Videos (YouTube/Vimeo)• Program guide at event• Link from print publications to online ads Click to
play video ad
Sign in Atlanta airport
Scan QR code from mobile
QR CODES at EVENT-ExampleSociety for Vacuum Coaters Annual Meeting• Membership—800-1000, 90% male, avg age 50• Challenge—trying to find new ways to attract and
appeal to younger members • Chicago Hyatt Regency (approached by Hyatt at last
minute)• 1287 registrants at conference (706 full conference
attendees/581 Exhibit booth staff) • Technical Program, 2 Symposia, highlighted keynote
speakers
QR CODE MARKETING-Outdoor Signage
Links to website advertising Lynchburg, VA
Use QR code reader to translate
QR CODE MARKETING-In STORE
In-store promo that links to Astepro- allergy medicine
Use QR code reader to translate
QR CODE MARKETING- Onsite
At car show on the windshield of a MINI
Use QR code reader to translate
Links to iPhone App Store for Virtual MINI app
QR CODES—SVC event•Embedded in digital signage in lobby
•Linked to technical program, but there was no call to action
•Different locations displayed QR codes that linked to different things—
QR CODE—SVC event
After the event Survey—”Did you use the QR code?”• 113 respondents (about 9% of the conference
attendees)• 8% yes/92% no• Very positive reaction from those who said yes• While at the event, many younger attendees (target
audience) said it was very helpful
QR CODES—SVC event
• Lessons learned– More time to promote it– Include in more marketing material– Physical placement of QR codes and what they
linked to is important
Will they do it again—YES!
QR CODE TEXT
• Email address• Phone number• vCard• Text
QR CODES ideas & things to consider
• Free—why not try it out!• Provide links to QR reader apps for different mobile
devices• Link to mobile-friendly results• Placement of QR codes (front of t-shirt—bad, back of
t-shirt—good)• Personalize, but TEST, TEST, TEST
POLL #4
Have you used RFID at your events?
RFID-Radio Frequency IDentificationRFID uses radio waves to allow a reader or scanner to communicate with a device that some sort of electronic tag built into it (think SmartTrip metro card)
TRANSACTIONAL
RFID uses
• Current uses– Used in badges at events to measure expo floor
traffic– Used at events to allow entrance into paid
sessions– Used at some hotels as key cards– Used at sporting events for timing chips
RFID specs
• RFID range can be from 1 foot but amplified to more than 300 feet
• Typically requires power from a reader
NFC-Near Field Communication
• More secure than RFID, within a few inches• Newer technology but NFC chips are compatible with
RFID• Why the switch to NFC from RFID---it’s MUCH
smarter and more secure– RFID is transactional– NFC is INTERACTIVE
NFC—barriers to entry
Required new infrastructure– Handset manufacturers– Retailers– Service providers
Who would be first?
Android Nexus S
“2011 is—finally—the year that NFC begins to matter.
The market will finally move away from the trial stage in regions
where NFC infrastructure is in place”
Forrester Research- 2011 Mobile Trends report
PROMISES OF NFC
• Pay for purchases• Reward Card Consolidation• Location Based Networks• Redeem coupons• Virtual ID• Personalization Services
NFC examples
WALLET MEET PHONE• Google Wallet– Google– Sprint– MC, Citi, First Data
• ISIS– AT&T, T-Mobile, Verizon– Visa, MC, Amex, Discover
MOBILE WALLET for ASSOCIATIONS
• Tracking CE credits at meetings• Exhibitors offering mobile coupons at booth• Contact exchange• So Many more….
FUTURE OF MOBILE-click for Video
THE MOBILE RACE IS ON….WILL YOU BE LEFT BEHIND?
MOBILE CHALLENGEWIN 60 minute mobile strategy consultation
with GrowthVineQuestion: What is the name of the first phone
sold in the US to have NFC embedded in?
Email Kelly: Kelly FlowersPrincipal, Mobile & Social StrategyGrowthVine, [email protected]@GrowthVine@Kelly_Flowers
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