Mobile Giving

Presentation

Mobile Stats

The Mobile Pyramid

Types of Mobile Giving

CTIA, Nielsen

STATS & TRENDS

292M cell phones in US & 97% can

send & receive SMS Text

93% household penetration

24% of households are wireless

Cell phone penetration has surpassed

Cable TV, web access and home PCs

Mobile Stats CTIA 2009-10

As of June 2012, mobile

phones have a 101% market

penetration in the USA.

Google Play or iPhone app?

SMS is the #1 Smart Phone

function.

Should your TV

commercial

have a Call to

Action or Text

to Action?

Mobile Internet Users to pass

Desktops within 24 months.

Watch your data plan!

85% of 18-29 text regularly

65% of 30-49 text regularly

Adults 25-34 send 750

texts a month or 25 a day.

95% of new mobile phone sales have web

browsers and 70 million U.S. customers use

them regularly.

2.27 trillion text messages sent in 2012

(173 billion in 2010; 7.2 billion 2005)

Data downloads up 89% in 2011 (435 MB/month)

Mobile Stats CTIA 2009-10, 2012

Mobile Marketing Stats

Mobile Marketing Industry Info:

Mobile Marketing Association

Common Short Code (Vanity Short Code)

Keyword / Short Code combination

(Text SPA to 58124)

Regular SMS vs Premium SMS

96% of Text Messages are read within

5 minutes & acted upon in 15 minutes

Businesses typically see 5-20%

response rates (Verizon ‘09, eMarketer ‘10)

30% of adults would like to receive

coupons on their phone (Forrester ‘08)

Mobile Stats

SMS is the preferred for

mobile coupons

Most Common Practices?

Marketing & Promotions

What’s it Mean?

Incredible Marketing

Opportunity

People are tethered to their cell phone

Cell phone is part of our identity – ring tones,

social media, apps

Device that across racial barriers

38% say their phone is more important than

their wallet (Pew 2009)

Mobile is ubiquitous

Advantages

& Benefits

But what it really means …

You can develop effective

Push / Pull campaigns, use

behavioral marketing &

enable traditional media

Shift from impressions to

personal engagement.

It also means,

there is a shift from

impressions to personal

engagement

Advantages

& Benefits

It also means,

your ad message

can be added to

social circles and

at the point of

purchase.

Advantages

& Benefits

Mobile Pyramid

1,000,000 people:

970,000 can text

300,000 use mobile web

129,000 Android

78,000 iPhone

Mobile

e-commerce

Apps & Mobile Web

Mobile ads & Mobile ad networks

SMS Text Messaging

Engagement

Reach

Mobile Giving

Text to Give

Text to Give

Text to Give

Raised $230,000 the 1st

year.

Text to Give

Annual Gross Revenue of $500,000

Very strict vetting process

6 to 10 weeks for approval

Requires annual contract

Remit every 60-90 days

Mobile Pledging

Mobile Pledging

Mobile Pledging

Mobile Pledging

Mobile Pledging

Mobile Pledging

Mobile Messaging

Mobile Messaging

Social Giving

Social Giving

Social Giving

Social Giving

Social Giving

Social Giving

Social Giving Case Study

Social Giving

Monetize the Message!

Critical mass of consumers – media, events,

social media, etc.

Clearly communicate that EVERYONE needs

to participate, i.e. Group Effort

2013 – Dip your toe in! You need to launch,

assess, re-launch. Don’t give up.

Tips & Strategy

7.5 things

7.5 Mobile

things to do today!

7.5 things

#1 Make your email blasts

mobile friendly

“view on mobile device” is the 3rd

most clicked

button when included – DMA 2010

7.5 things

#2 Add your phone # to your

Meta-description

7.5 things

7.5 things

#3 Add “Click to Call” ad

extension to Google

AdWords campaign

7.5 things

#4 Claim Your Google

Places profile

7.5 things

#5 Get rid of “spell the

person’s last name”

phone systems

7.5 things

#6 Write your emails for

mobile

7.5 things

#7 Add text/mobile to your

business cards

#7.5 and voicemail!

7.5 things

Thank You!