Mobile for associations & nonprofits

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    13-May-2015

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Presentation by GrowthVine, LLC on mobile technology for associations and nonprofits. Includes look at mobile web, mobile apps, QR codes, text messaging, RFID, NFC, etc.

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  • 1.MOBILE TECHNOLOGY-Its hot out therebut MOBILE is hotter!!!
    RFID
    QR
    NFC
    APP
    SMS

2. WHO ARE THESE LADIES?
Stella Dog
Chief Happiness Officer
GrowthVine, LLC
Kelly Flowers
Principal, Mobile & Social Strategy
GrowthVine, LLC
Kelly@GrowthVine.com
3. 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
4. MOBILE ADOPTIONare 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
5. MOBILE ADOPTIONits not just for kids anymore!
6. MOBILE USAGE
7. MOBILE TIME CONSUMPTION
8. MOBILE APPS- where are we spending our time??
9. 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
10. TYPES OF MOBILE
SMS
Mobile Website
Mobile Apps
QR codes
RFID and NFC and mobile wallets
LBS
Mobile survey/polling
11. 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
12. SMS USER STATS
SMS Users by age
More than ONE TRILLION text messages were sent in 2010 in the US alone
13. SMS USES
Sweepstakes
Tele-voting
Mobile Coupons
Promotions/Events
Donations
Personal messaging
14. OUTBOUND SMS
Outbound notifications or alerts- NO response requested
15. 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
16. NiUG SMS case study
Ask for SMS opt-in
Sent questions about exhibitors
Gave out gift cards
Engaged attendees
Happy exhibitors!
17. OUTBOUND SMS- HRC example
1. Mobile Alert2. Link to Position3. Call to Action4. Sign your name
5. Other ways to support $$$
18. INBOUND SMS OR CSC
Common 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
19. 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
20. CSC examples
Text4BABY.org
Hospital Corporation of America (HCA)
21. Case Study MOMA membershipdrive
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
22. Case Study MOMA membership drive
How it worked:
Text MoMA4 to 30241
A response was sent requesting the users email address to get the special offer
An email was sent with links to 2 special offers for membership
23. SMS CSC Donations- how it works
Using an Inbound Mobile CSC campaign, your organization can raise money for your own organization or for your supported cause
User donatesCarrier CollectsVendor CollectsNonprofit
due to outreachand adds to usersdonations fromreceives
campaignmobile billeach carrierproceeds minus
processing fees
24. 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
25. 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
26. POLL #2
Lets vote on which toy Stella
gets to play with today?
Ball
Chicken
Bear
27. 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
28. MOBILE WEBSITES- considerations
29. MOBILE WEBSITES- best practices
Prioritize most visited content
Simple options
One column experience, avoid frames
Require few clicks
Top to bottom navigation
Add calls to action
Provide click to call
Create mobile specific content (directions, company overview, etc)
30. MOBILE WEBSITES- good examples
Desktop version
Mobile website app for home screen
Mobile version
31. MOBILE WEBSITESgood examples
Mobile version
Desktop version
32. MOBILE WEBSITESgood examples
Desktop version
Mobile version
33. MOBILE WEBSITESnot so good
Desktop version
Mobile version
34. MOBILE WEBSITESnot so good
Mobile app
Mobile website
Desktop version
35. MOBILE WEBSITESthings to consider
36. 37. 38. 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 smartphones native capabilitiescamera, GPS, voice recorder
Does not necessarily need to be connected to the Internet to function
Can be updated to add more functionality
39. MOBILE APPS-where do you get them?
Mobile applicationsapplications for smartphones that are downloaded from an app store
Apples iPhoneApp Store
AndroidAndroid Market
BlackberryBlackberry App World
WindowsWindows App Store
NokiaOvi Store
40. MOBILE APPSwhy use them?
Dont 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, etcvery intuitive design
To take advantage of features of the smartphone like camera, GPS, microphone
41. MOBILE APPSWhat 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?
42. 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
43. MOBILE APPS- Industry best practices
Registered Nurses Association of Ontario
44. MOBILE APPS- Legislative alerts
National Association of Realtors
45. MOBILE APPSTools and Resources
American Medical Association
46. MOBILE APPSAssociation Journals
American Psychological Association
47. MOBILE APPS--Podcasts
American Association for Cancer Research
48. MOBILE APPSTips & Tricks
Promotional Product Association International
49. MOBILE APPS--LBS
Canadian Real Estate Association
50. MOBILE APPSPublic Awareness
51. MOBILE APPSevents & conferences
52. MOBILE APPS- 365 day example
CESSE
ISTE
53. MOBILE APPSquestions you should be asking
What is our Goal for the mobile app?
Who are we trying to reach?
What is our budget?
Do we have the internal bandwidth and expertise on multiple programming languages?
How will we test it and market it?
If using an app for a conference, how will we plan for time zone changes (CMS)?
Which platforms?
What will our measure of success be?
How will we help our members do their jobs better?
54. MOBILE APPShow 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?
55. MOBILE APP DEVELOPERS
There are quite a few mobile app developers
out there, heres a link to a pretty
comprehensive list
http://www.growthvine.com/resources/mobileappdevelopers/
56. POLL #3
57. 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 smartphones camera to take a picture and read the QR code
58. QR CODE CAPABILITIES
URL
Phone number, email address or complete contact info (vCard)
Text
SMS message
Calendar event
Geolocation
59. 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/
60. QR CODE USES-MOBILE MARKETING
Sign in Atlanta airport
LINK TO URL
Mobile websites
Contact info
Videos (YouTube/Vimeo)
Program guide at event
Link from print
publications to online ads
Scan QR code from mobile
Click to play video ad
61. QR CODES at EVENT-Example
Society for Vacuum Coaters Annual Meeting
Membership800-1000, 90% male, avg age 50
Challengetrying to find new ways to attract and appeal toyounger 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
62. QR CODE MARKETING-Outdoor Signage
Use QR code reader to translate
Links to website advertising Lynchburg, VA
63. QR CODE MARKETING-In STORE
Use QR code reader to translate
In-store promo that links to Astepro- allergy medicine
64. QR CODE MARKETING- Onsite
Use QR code reader to translate
At car show on the windshield of a MINI
Links to iPhone App Store for Virtual MINI app
65. QR CODESSVC event

  • Embedded in digital signage in lobby

66. Linked to technical program, but there was no call to action 67. Different locations displayed QR codes that linked to different things

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