Associations on the Go

Tuesday, March 9, 201010:00 a.m.-11:15 a.m.

Peter Hutchins, VP Knowledge Initiatives

Amy Hissrich, Director, Web Strategies

Connecting Great Ideas and Great People

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Overview

Define the landscape

Tips and best practices

How mobile is being used –including by associations

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New tools, same rules Goals and objectives Target audiences Measures for success Alignment to organizational strategy

Like web, mobile crosses departments

Mobile: A Concept Change

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PCs and mobile phones are used differently Context matters Mobile is personal Barrier to participation is different Focus on the visitor’s goals

What tasks are they most likely to perform via a mobile device

Mobile: A Concept Change

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Defining the Landscape: Device Adoption

Smart Phones & PDAs: 173.6 Million devices sold in 2008

eReaders: By the end of 2010, industry experts predict, 10 million people will be carrying e-readers.

Source: iSuppli 2008 and Washington Post

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Smart Phones: Which Ones Matter?

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Browser-based access via a mobile device Primarily device neutral Can leverage device specific functionality Standard X/HTML, CSS, etc.—HTML 5

More mobile web users than desktop web users for the first time in 2008

The Mobile Web

Source: International Telecommunications Union, Oct 2009

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Access

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Context in Detail

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1. Keep it simple and focused2. Optimize images—and use images

sparingly 3. Detect and redirect to the mobile

site4. Use Correct Markup5. No Flash—for Now

Building a Mobile Site—10 Tips

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6. Research screen sizes7. Link to the full version8. SEO—fewer words9. Support

customization/personalizationwhere applicable

10. Test early and often

Building a Mobile Site—10 Tips

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Mobile Screen Resolutions

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Google Optimizer http://www.google.com/gwt/n

Skweezerhttp://www.skweezer.com

Test iPhone: http://testiphone.com/

Mobile Web Tools

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Ready.Mobi

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Association Examples

Association Apps/sites are held to the same standard as main news and best selling apps—visitor experience, etc.

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Examples: ABA Journal

Advertising area

Link to full site

Limited Nav

ABA : American Bar Association

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Examples: ABA Marketplace dot mobi top level domain

TXT integration

ABA : American Bus Association

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Examples: Conference Hubs

Social Media integration and community

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Software designed to run on specific platforms

Popular platforms include Symbian, Java ME, Andriod, BlackBerry, iPhone OS,

Mostly Java, C, or Objective C based Several App Builders on the market

Mobile Applications

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Smart Phones: Which Ones Matter?

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Popular Apps

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Popular Apps

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What are people buying?

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Mobile Apps Factors for Consideration

What is the purpose of the app and how does it differ from a mobile version of your website?

How will the app benefit your members?

Are you using a product that has a mobile app version? If not, is it in the development plans?

Can you benefit from an off-the-shelf app builder?

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Mobile Apps Factors for Consideration

Will you charge for your app or specific functionality within the app?

Will your app be members only?

Is there a role for video?

Are you ready for public reviews?

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Examples: AHA CPR Application “I had an app that had pre-

downloaded all this information about treating wounds. So I looked up excessive bleeding and I looked up compound fracture. So I knew I wasn’t making mistakes, That gave me confidence to treat my wounds properly.” ~ Dan Woolley, Haiti Survivor Earthquake

Video Integration

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Examples: My C.A.R.

Members Only

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Examples: CES Expo App Charged for the app

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Off the Shelf Mobile App Builders

Sweb Apps: Has a non profit button set

Build and App: Multi-device w/ calendar, etc

Kanchoo: Focuses on news/content

App Maker: RSS feeds and social media

Rhomobile PhoneGap

Stand alone products no coding required

Development frameworks require HTML, Ruby but not Objective C!

$20/$500 plus possible monthly fees; these are notendorsed by ASAE & The Center

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SMS/Text Messaging

Short messages usually between two private mobile phones

In 2008 approximately 1.8 billion people are actively texting.

Globally, there are twice as many active users of SMS as are active users of email

SMS is typically read within an average of 15 minutes after receipt and responded to within 60 minutes Source: www.punchkickinteractive.com 2008

SMS Subscribers

2003 : 2.1 billion 2004 : 4.7 billion 2005 : 9.8 billion 2006 : 18.7 billion 2007 : 48.1 billion 2008 : 110.4 billion

Source: http://techcrunchies.com

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SMS/Text Messaging-Mobile Giving

Change in carrier fees has opened up mobile, text to donate, giving as a viable option

Fees do still typically apply both in alerts and mobile giving

What information do your members need via text?

Who is paying the bill for the phone?

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Text Message Examples

Campaigns use micropayments and ease of donating

Mobile Marketing Association Guidelines require nomore than $5 or $10 donations. Carriers may acceptup to 3 donations in most cases.

For more than $20-$30 donations, calls or webtransactions must be used.

Non Profits can use the Mobile Giving Foundationhttp://mobilegiving.org/?page_id=37

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Text Message Examples

ALA used SMS for ‘Ask a Librarian’ around their conference

Users text their questions and volunteer ALA Ambassadors respond on a private website

Does not use advertising in SMS

Users can follow updates in Twitter and FaceBook

Source: Mobile Marketer

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Location Based Services

Makes use of mobile devices geographical positioning

Mobile users don’t have to specify a zip code

GPS is a component Can’t trianglate within a building; e.g.

Tradeshow floor.

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Location Based Services? The next big thing? Around Me FourSquare & Gowalla

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Mobile sites can usually be measuredwithin your current stats packages

How many downloads /updates for your app? How many purchases App ratings Mobile giving volume Full web still likely to see more usage

How Will You Measure Success?

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ConclusionMobile is different than regular computing

Focus on member needs and how the organization can uniquely fulfill them

Context is a key factor

Strategy doesn’t change, just can be leveraged in new ways

Measuring success is still important

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eReaders

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eReaders

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eReaders

Source: Wattpad Global Ebook Metrics Report http://www.wattpad.com

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eReader Satisfaction

93% percent of e-reader owners are satisfied with their device

e-Reader satisfaction isn’t stopping owners from using other devices to fulfill needs and read e-books. Three-in-ten owners say they use at least one other device for reading e-books, such as a PC or a smartphone.

Source: e-Reader Owners: Attitudes and Usage The NPD Group

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Association Journals on Kindle

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Getting on Kindle

Amazon takes a percentage Read terms of service carefully

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ResourcesDelicious Bookmarks: http://delicious.com/amyhissrich/mobile