Learning Lab: Effective Mobile & Social Media Marketing Strategies

Hub Tag: #MMCConls4Michele Sullivan, Kathleen Simpson, Kelly Flowers

Wednesday, April 27, 2011 (2:30pm - 3:45pm)

www.asaecenter.org/mmcc

Learning Lab Objectives• Leverage mobile technologies as a component of your overall

marketing, communications and social media strategies• Key differences between mobile websites and mobile apps• Examples of mobile apps to expand member benefits, enhance

satisfaction, and ultimately improve retention

SlideShare: www.slideshare.net/MicheleSullivan/effective-mobile-social-media-marketing-strategies

Show Us Your Mobile• Switch on your Phones

• Use your Computers (be they laptops, tablets, ENIACs, etc.)

• Tweet Away! #MMCConls4

News Flash: “Telephones Will Never Be The Same!”

Available October 15, 1979

Agenda• The Social Web• Why Mobile?• Your Organization’s Strategy and Goals (case: AIA)• Member Needs and Satisfaction• Mobile Websites vs Mobile Apps (cases: TMA, ASCRSASOA)• Mobile as a Platform for Innovation!

• Association Best Practices• Mobile Technologies to Watch

• Action Items

The Social WebA Word from Wiki: “The Social Web is used to describe how people socialize

or interact with each other throughout the Web. The Social Web largely refers to social networking and content-sharing sites.

The convergence of these key elements, as applied to the association world:• Networking

• Friend Requests• Communities• Networks based on common demographics

• Media Creation• User Generated Content – blogs, documents• User Interaction (more content) – comments, discussions, messages

Translation for Associations: It’s All About Engagement

The

Soci

al W

eb“The Conversation: The Art of Listening, Learning, and Sharing” (Brian Solis)

The Social WebUtilize Key Engagement Drivers together:The combination of your members’ social needs and activities paired with a mobile offering creates a powerful opportunity to

provide enhanced and highly-valued member benefits.

The Social Web• Social Opportunities:

• Members want to learn and share• Members want to network with peers

• Mobile Opportunities:• 24/7 , On the Go Tool• Intuitive, Easy• Increases Engagement Opportunities for Members• Increases Value of Association to Members

Translation for Associations: Meeting Members’ Needs by Providing Mobile Engagement

The Social WebFacebook Highlights the Two Key Engagement Drivers:• Social – “People on Facebook”

• 500+ million active users• 50% of our active users log on to Facebook in any given day• Average user has 130 friends• Over 700 billion minutes per month spent on FB

• Mobile• 250+ million active users access FB through mobile = 50%• People that use Facebook on their mobile devices are twice as active on FB

than non-mobile users• 200+ mobile operators in 60 countries working to deploy and promote FB

mobile products Source: Facebook Press Room

Why Mobile?Why Mobile? And Why is 2011 the Year of Mobile?Anytime, Anywhere• Mobile Technology empowers members to exchange ideas,

share best practices and collaborate - anytime, anywhere. It offers a new dimension of value to members.

• Mobile technology will deliver solutions so member-based organizations can increase their presence and attract a new generation of global members.

A Chart is Worth 1,000 Words !

US 2011approx 40% - 45% mobile

PredictionsDrum Roll please….• By 2013

Mobile phones will overtake PCs as the most common Web access device worldwide.

• By 2014 Over 3 billion of the world's adult population will be able to transact electronically via Mobile or Internet technology.

Source: Gartner 2010: www.gartner.com/it/page.jsp?id=1278413

Mobile Benefits• Be connected with your members • Build engagement via Discussions and Blogs• Recognize most engaged members• Invite members to comment on and rate articles and blogs• Build relevance with real time industry news• Embed videos• Current data from members editing profiles on the go…

…generates an up-to-date Member Directory• Non-dues revenue – sponsored mobile ads• Measure resultsThe best of the web in a highly intuitive interface

App Store Revenue

Predictions2010 = $5.2 bn2011 = $15 bn2014 = $54 bn

$: Ad Revenues, Paid Downloads, In-app Purchases

Source: Gartner 2011: www.gartner.com/it/page.jsp?id=1529214

Who is really Spending Money using their Mobiles?

Developing a Social Media ProgramExample: The American Institute of Architects (AIA)

AIA Social Media Program • Goals• Roles and Responsibilities (includes policy on Staff Use)• Establishing an AIA Social Tool• Facilitating an AIA Social Media Site• Engaging Our Audience• Evaluation

Source: www.aia.org/about/AIAB083072

Member

Increase Member Value

Increase value to members through programs and

services that effectively meet, anticipate, and exceed their

needs

Profession

Be the Authoritative

SourceBe the recognized leader for

knowledge about the practice and profession of architecture

Society

Serve as the Credible VoicePromote the AIA as the credible voice for quality

design and the built environment

Mission

GoalsStrategies

Vision

VisionAmerican Institute

of Architects – Drivingpositive change

through the power of design

2 AdvocacyAdvance policies about design through political

outreach, education, and engagement that are responsive to the

public and the profession.

1 KnowledgeCreate, promote, and

disseminate interdisciplinary study and research ensuring the AIA’s members are

leaders in the profession, the

industry, and their communities.

3 CommunicationElevate the voice of

architects to promote the value of design and to enhance the public’s understanding of the

importance of architecture.

4 CollaborationAlign resources and

empower networks of members, components, and allied professionals

to build teamwork.

MissionThe American

Institute of Architects is the voice of the

architectural profession and a resource for its members in service

to society

2010-2015 AIA Strategic Plan

Member

Increase Member Value

Increase value to members through programs and

services that effectively meet, anticipate, and exceed their

needs

Profession

Be the Authoritative

SourceBe the recognized leader for

knowledge about the practice and profession of architecture

Society

Serve as the Credible VoicePromote the AIA as the credible voice for quality

design and the built environment

Organization Goals

OrganizationStrategies

Member

Expose members to relevant, appropriate

content on the AIA Web site and other

online platforms

Create community among AIA members

Profession

Advance conversation about

the architecture profession

Society

Serve as an authoritative source and credible voice on architecture-

related information/issues

Social Media Program Goals

2 AdvocacyAdvance policies about design through political

outreach, education, and engagement that are responsive to the

public and the profession.

1 KnowledgeCreate, promote, and

disseminate interdisciplinary study and research ensuring the AIA’s members are

leaders in the profession, the

industry, and their communities.

3 CommunicationElevate the voice of

architects to promote the value of design and to enhance the public’s understanding of the

importance of architecture.

4 CollaborationAlign resources and

empower networks of members, components, and allied professionals

to build teamwork.

Blogs

Discussion Forums

Media and Action Alerts

Video-sharing

Networking

Collaborative work spaces

Social Media ProgramChannels

Social Media Marketing Benefits

Source: 2010 Social Media Marketing Industry Report survey of 1,898 marketers

Organizational StrategyMarketing

• Active – requires user to Take ActionCommunications

• Passive – shares timely or timeless information

Social Media• Interactive – blurs marketing and

communications

Organizational Goals• Members!

– Retain Existing Members– Recruit New Members

• Raise Awareness, Improve Branding, Enhance Reputation• Revenue $• Develop Content / Industry Knowledge• Lobbying and Grassroots• Engagement

– Peer Connections (member-to-member)– Volunteers (members-to-organization)– Staff (organization-to-members)

Member Needs• Networking• Education

– Classes, Seminars, Workshops– Credentials in their Field

• Advance Career– Contributions shared with Peers– Recognition in their Field

• Satisfaction with their Membership

Member Needs“Brochure Website” vs Member Website• Brochure Website

– Home page focuses on the Organization– Pretty much like a brochure– Not Interactive; Not Member-centric

• Member Website– Home page focuses on what Members are doing– Showcases Member activity and contributions– Demonstrates value to members

Communications - PositioningUSA Today – mobile website and apps

“Let USA TODAY Mobile be your window to the world, anywhere you go, any time of day...USA TODAY Mobile allows you to stay in touch with all the latest breaking news 24/7.”

Washington Post – mobile website and apps“It’s easier than ever to stay on top of world news. Tap into everything The Washington Post has to offer from your mobile phone. Get breaking news on politics, business, sports, entertainment...federal government”

LA Times – mobile website and apps“You can customize, share with friends, save for later, and take with you, whenever you want, wherever you go.”

Communications - PositioningWall Street Journal – mobile website, apps, podcasts, plus price and volume alerts

“Get instant access to The Wall Street Journal…so you can read the Journal's comprehensive news anywhere, even offline. The Wall Street Journal Mobile Reader for iPhone delivers the latest global news, financial events, market insights and information to keep you ahead of the curve. Get the information you depend on plus entertainment, culture and sports coverage when, where, and how you want it from the most credible source for news and information. Track the news as it updates throughout the day. Now featuring international editions for Europe and Asia.”

Steps to Planning your Mobile Success1. Ask Why?2. For Whom?3. Set Goals4. Mobile entry point5. Catalyst event for launch

6. Review and board approval7. Deploy the strategy8. Vendor review and selection9. Mobile marketing strategy10. Review success, plan new goals

App Features• Great user experience due to flexibility in design• Faster and greater performance• Can leverage all the device features (e.g., webcam, GPS,

microphone, file system, etc.)• Can be sold via a marketplace with very simple, easy search

options (i.e., easy for the consumer to locate)• Does not need to run in a browser • Can handle CPU intensive tasks• Does not need a connection

App ChallengesTo App or Not to App, that is The Question:

“Is Developing a Mobile App Worth the Cost?” http://mashable.com/2011/02/24/mobile-app-dev-cost

“Mobile Web vs. Mobile Apps”http://blog.dudamobile.com/mobile-web-vs-mobile-apps — Interesting research by Pinch Media shows that “less than 5% of

downloaded apps continue to be used 20 days after being downloaded.”

What is the Purpose of your App?One (1) App per Organization is Optimal• Annual Conference – focus on this if, for example, your annual

conference accounts for 80% of your revenue• “Year-Round” – developing a year-round app is recommended;

can build in many components• Discussion Forum / Listserv• Member Directory / Expert Directory• Conference – an existing conference app icon can be added

within a newly-developed “year-round” app

• Identify your goals (e.g., Directory, Conference, Mentoring, etc.)• Understand your integration requirements• Discuss with your providers (AMS vendor, Events Registration

vendor, etc.)• Recognize new revenue opportunities• Compare Options: build it yourself vs off-the-shelf options, including

pay-as-you-go (SaaS mobile membership example to follow)• Find mobile partners in ASAE Buyers’ Guide:

– Mobile Applications– Mobile Technology

How to Develop an App

• Explore the costs involved:

Build it YourselfConference or Member App:

Simple App $10k per deviceAdvanced App $100k per device

Off-The-Shelf

Conference App: $5k to $15k per event

Member App:Small Org $2.5k per yearMedium Org $6k per yearLarge Org $12k per year

How to Develop an App

• Following is an example of a SaaS mobile membership app, “pay as you go”

SaaS Mobile Membership

Home & Directory

News & Events

Profile & Map

Discussions (Listservs) & Messages

Mobile Website Features“Great Taste, Less Filling” – Mobile Decisions depend on your Strategy!• Best way to reach the widest audience• Requires the least effort and resources (relatively inexpensive)• Can be created by a person with a background in HTML/CSS or a

willingness to utilize online resources and good ole’ fashioned books• Able to utilize device detection and content adaptation to send

different versions to different devices (e.g., varying screen sizes, rich media for varying screen sizes)

• Possible to use offline caching in some instances in order to download pages and view offline later

Mobile Website ImperativeWith thanks to Layla Masri of Bean Creative, who is also presenting at MMCC:• “The mobile web buys you universal access to every device, no matter what type of phone

people use. It's a no-brainer that you should build for the mobile web. Design and develop once, deploy everywhere – using the mobile web frees you to use your web technology of choice, so long as it will render on mobile browsers.

• Having a mobile app is a much different type of conversation, different type of development and different type of budget.

• As an app developer, I caution our clients that apps are a slippery slope. – If you create something for iPhone, what about deploying to Windows Phone 7, Blackberry

and Symbian? How about iPad, Motorola Xoom and the plethora of Android tablets? Each one has it’s own SDK, language, and app submission process.

– Who will continue to keep the code up to date for all these platforms as each one splinters into new incarnations, releases new hardware and OS updates?

• Native apps may not be a sustainable long-term solution for all your needs – you need to determine if the app can provide something far and above what the mobile web cannot.”

Mobile WebsitesBy Janine Warner and David LaFontaine:• “At first glance, the sheer rate of change in the

mobile web can seem intimidating. If the regular internet is a moving target, then the mobile web is surely a cheetah!

• But with our help, you can be among the brave pioneers who beats the crowds and stakes their claim first. Start building your skills now – before everyone else gets there.”

Mobile Web Design for DummiesMobile Marketing for Dummies

Gems from DummiesHow to pack a punch on the small screen:• Small Space, Big Challenge — examine what makes mobile a different creature

and the specific design challenges involved • Universality – How to build a site that works well on all mobile devices:

smartphones, touch screen phones, and feature phones • Maximize Mobile Features — take advantage of special features on the iPhone®,

Android, and BlackBerry® Storm • Tools of the Trade — discover the best language for your audience: WML, XHTML

MP, HTML5 • Mobile Multimedia — add audio and video and optimize images for small screen • M-commerce – how to add a mobile-friendly shopping cart to your site • Testing, Testing — discover how to test your mobile designs with online emulators • Spread the Word — marketing options to get the word out about your mobile site

Mobile Website vs Desktop WebsiteMobile Version

Desktop Version

Mobile Website vs Desktop WebsiteMobile Version

Desktop Version

Mobile Website vs Desktop WebsiteMobile Version

Desktop Version

Source: Independent Educational

Consultants Association

What Your ASAE Peers are Saying“Great Taste, Less Filling” – Mobile Decisions depend on your Strategy!

Mobile AppDirector of Information & Decision Support:

• “In the original [community launch] plan, we were going to add a mobile capacity in phase 2 (primarily because we want to have a mobile strategy rather than introducing a myriad of apps from our meeting abstracts, our journal, our AMS - because all of our vendors seem to offer one). However, one of our board members said we are ‘crippling’ our launch if we do not launch with mobile, by completely missing an entire demographic of people.”

Mobile WebsiteLeaders of Technology Firms:

• “With mobile access to the web expected to exceed PC access in the next couple of years, we are no longer designing websites without a mobile strategy.”

• “In this day and age, every organization should have a mobile website…having a mobile accessible website is imperative for all organizations to be where your audience is accessing you. There's a growing expectation that our content will follow us seamlessly from device to device. “

Hybrid Solution – Many organizations address all audiences by offering a mobile app and a mobile website. For example:

• Create mobile app on 2 platforms to address 80% of their users• Create mobile website to address remaining 20%Blended Solution• Simple (inexpensive!) app that performs a core function such as a

Name Search• Once the Member is located via the Name Search, the user clicks

through to the Profile page that is a mobile websiteApp Within an App – For example, the WTOP App has an option within

to “Launch Traffic Cam App”

Hybrid and Blended Solutions

SuperShuttle: Mobile App & Mobile Website

App – For the iPhone onlyWebsite – “Mobile Optimized,” with subdomain m.SuperShuttle.com

FB: Mobile App & Mobile Website

Mobile App

Mobile Website

FB: Marketing their Mobile

www.facebook.com/mobile

Mobile AppMobile Website

Interact via Email

Interact via Text

Case Study - Texas Medical AssociationTMA - Version 1

Their mobile decision:• Why TMA wanted an app?• What did they try?• Challenges • Lessons learned

TMA - Version 2

• Outsourced app provider• Integrated with their AMS (iMIS)• Built on 3 platforms: iPhone, Android, Blackberry www.texmed.org/tmamobile

• Directory

• News

• Events

• Important Phone Numbers

• My Profile

• Info

Sponsorship (placeholder for now)

Notifications (bar at bottom)

Marketing Plan• Email campaign

– Dedicated to the mobile app– Included directions to download

• Sweepstakes / Contests

• Video Testimonial

Focused Email & ContestMarch 27, 2010

Exposure from Banner Ads

Video Testimonials from Members

Return on EngagementAn increase of over 7 X weekly average of number of downloads

Revenue Opportunities• Sponsorship Message In-app

– Texas Medical Liability Trust– Texas Medical Insurance Trust

• Other Ideas– Sponsored email about the mobile app– Sponsored ad in magazine– Sponsored event which features “How To Use Mobile”

• Advertisers are Listening– Mobile marketing in the US reached $877.2 million in 2010, up

138% from the $368 million spent in 2009. (Gartner 2011)

ASCRS ASOA Symposium & Congress 2011 App----------------------------------------------

Create a Conference App

for your annual meeting…and make it profitable!

(The American Society of Cataract and Refractive Surgery

The American Society ofOphthalmic Administrators)

SSource: http://swiftmobile.com/apps/ascrs2011

Developed for:•iPhone and iPad•Android•BlackBerry

“For Other Smartphones or Computer Users:•You can use this mobile web site from any phone with a modern browser: http://demo.imswift.com/ascrs_2011 •You can also use this site from any laptop or desktop browser: http://demo.imswift.com/ascrs_2011?view_mode=desktop”

ASCRS ASOA Conference App

Simplicity• Venue• Maps• Sessions• Transportation• Favorites• Network Me!

+ Sponsored by

Association Mobile Apps• Industry Best Practices• Legislative Alerts• Tools and Resources• Association Journals• Podcasts• Tips and Tricks• Location-Based Services• Educating the Public• Events• Comprehensive Association Apps

Industry Best Practices

Registered Nurses Association of Ontario

Fee: $0.99

Legislative Alerts

National Association of Realtors

Tools and Resources

American Medical Association

Tools and Resources

National Association of Realtors

Association JournalsAmerican Psychological Association

Podcasts American Association for Cancer Research

Tips and Tricks

Promotional Product Association International

Location-Based Services (LBS) Canadian Real Estate Association

Educating the Public

Comprehensive Association Apps

International Society for Technology in Education

Letterman’s Top 10 Technologies to Watch1. Location-Based Services (LBS)2. Social Networking3. Mobile Search – visual, comparable4. Mobile Commerce – alerts a store you have just checked in5. Mobile Payment6. Context-Aware Service – uses interests and history to serve up

appropriate content)7. Object Recognition (OR) – uses QR Codes8. Mobile Instant Messaging (MIM)9. Mobile Email10. Mobile Video

Source: Gartner 2011

Examples to learn from…

Location-Based Services (LBS)

Foursquare - Social Starbucks -

mCommerce

Gowalla - Social

Mobile Search

mCommerce and mPayments

Object Recognition (OR)

QR Code Reader apps:• Red Laser• Qrafter

Mobile Instant Messaging (MIM)

Mobile Email

Mobile Video

Mobile Video

3 Technologies to Explore Now QR Codes: Quick Response Codes

• QR Codes are digital pics that your mobile device (using an app) can quickly decode to open a site, store a contact, launch an app, etc.

• Free to use and create• Easy to use – no typing, no memorizing• Fun• Fast

3 Technologies to Explore Now QR Codes: Quick Response Codes

• Collateral – point to your org’s sites• Event Signage – schedule, directions• Event Badges – in lieu of biz cards and lead retrieval

system• Contests – “100th person to scan wins the prize”• App Store: “Qrafter “ app for reading QR Codes

More: ASAE article: “A Communicator's Guide to QR Codes” (Feb 2011)

3 Technologies…GPS: Global Positioning System

• New Satellites – Boeing IIF satellites will improve accuracy from approx 300 fee to within inches (1st of 12 satellites launched last year to serve military and civilian users and associations)

• Exhibit Hall - Exhibitor Booth

• Amenities In / Near Conference Center – Restaurants, Hotels

NFC: Near Field Communication – subset of RFID (Radio-frequency identification)

Action Items• Research Members and Industry

– Mobile Usage – see our “Mobile Survey” handout– Professional Apps that exist in the industry– Professional Apps members are currently using

• Decide whether to build, buy, partner• Engage a Mobile Strategy Consultant • Measure Engagement

– Measure # searches, messages sent, profiles viewed, literature requests at booth, downloads, etc.

– Gives your organization data about how to improve, add, or drop

Resources• “Emerging Mobile Trends” by Forester (2011):

www.forrester.com/rb/research_AZ/index.jsp?ql=mobile

• “Internet Trends 2010” by Morgan Stanley Research (June 2010): www.slideshare.net/CMSummit/ms-internet-trends060710final?from=ss_embed

• "Nonprofit Social Network Benchmark Report“ by NTEN, Blackbaud, and Common Knowledge – 11,000 nonprofit professionals surveyed:

www.nten.org/blog/2011/03/18/new-report-2011-nonprofit-social-network-benchmark-report

• “Get involved in the Conversation” – ASAE Listservs:www.asaecenter.org/community/Content.cfm?ItemNumber=15996

Contact InformationSpeaker Kathleen SimpsonTitle Manager, Knowledge Communities Organization The American Institute of ArchitectsPhone 202-626-7300Email kathleensimpson@aia.org Website www.aia.org

Speaker Kelly FlowersTitle Associate Director, Channel PartnershipsOrganization DUBPhone 703-598-4614Email kflowers@poweredbydub.com Website www.poweredbydub.com

Contact InformationSpeaker Michele SullivanTitle Manager, Engagement StrategiesOrganization Higher LogicPhone 202-360-4402Email michele@higherlogic.com Website www.higherlogic.com

THANK YOU FOR JOINING US !

Source: http://cellphones.techfresh.net/evolution-of-mobile-phones