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Presented by Erik Rubadeau and Shannon Pitt from HJC New Media at Net Change Week 2010
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MOBILE WORKSHOPHow to build your plan.
With Erik Rubadeau and Shannon Pitt
from HJC New Media
Mobile Trends• 17% of US mobile users have smartphones (comScore, Dec. 2009)• 49.2% plan to purchase advanced mobile device within next 2 years
(Mobile Marketer, Nov. 2008)• Mobile Giving trends may open up online giving options beyond $5
and $10 one‐time gifts in the future• Ability to opt‐in to monthly text giving
5/31/2010 proprietary & confidential
Defining Your Mobile Strategy
Getting from here………………………………….to there
The Skeleton of a Strategy
• 1. Determine Your Constituents Needs
• 2. Determine Your Goals
• 3. What’s the Platform
• 4. What’s The Marketing Strategy
1. Determine your constituentsneedsAfter all, it’s about them• What type of visitor are we expecting?• What type of info are they looking for?• What is their level of intent (decid(ing/ed) to visit?• Where will they (most likely) be accessing this
information?• What other mobile sites/applications/ services exist
already? Competition?• Why are we the expert source of this information? What
makes us the destination?
• Focus what information you make available based on the answers to these questions. You don’t need to cram your entire website on a mobile platform.
• Surveys, Analytics, Focus Groups, etc.
What is Your Goal?
Fundraising
Organization
Volunteerism
Information
Advocacy
Promotion
Alerts
Crisis Communication
Announcements
Customer Service
Self Guided Tours
Or all of the above?
3. What’s The Platform?
• How will we connect your goals to your constituents needs?
• iPhone, Blackberry, Android, Mobile Web(WAP), SMS, Audio tours, Twitter, FourSquare, Maps, Augmented Reality?
– What type of platforms are the target demographic using? Business? Early Adopters?
– Network? (Cell, 3G, WiFi, Bluetooth)– What type of interactivity is required?– Costs? (yours and theirs)– How will the product/platform be updated or maintained?
Rely on Your Technology
To measure success:
• Inform your technology provider of the metrics you want– Are these possible?–What else can be tracked?
– How much will it cost?
Marketing Strategy
4. Marketing Strategy
• How are you going to market your new mobile awesomeness?
• Think about where your constituent touch points are
• Think about logical cross‐pollination opportunities
• Think about it, try it, track it, refine.
Set‐Up: Mobile Giving Campaign
1. Contact an approved Application Service Provider (ASP) from The Mobile Giving Foundation (MGF):– Mythum– ZipGive– Adenyo
2. ASP will generally provide you with:– Campaign specific keyword(s)– Shared or own short code provisioned for
cross‐carrier mobile giving– Extras: reporting, tool kits, integration widgets
5/31/2010 proprietary & confidential
How Much? How Often?
• Avg. message volume: 1.6 messages/month
• Belief that subscriber has lower tolerance in text messaging vs. Email messaging– Some users have to pay for higher volumes
How Will You Measure Success?
• Your goal can define your success.• Is Success for your Mobile Campaign:– Dollars Raised?– Signatures?–More Volunteers?– Dispersion of knowledge?– Increase in website and physical location traffic?
– Flash Mob Events/Well organized events?
Test Test Test
As you measure your results consider the value of numbers from tests.
• Did message A outperform message B?
• Do users give you more via a mobile donation form? Or with a text to give program?
• Do users opt in to sign up for more texts? Or, do they prefer email?
Test Test Testing
• What are some A/B examples?
• Where does this fit for your organization?
Don’t Power Off
Just because a user engaged with you oncedoesn’tmean the conversation should end.
Have users opt in for more correspondence.Get email addresses! Get phone numbers!The more touch points the better. Engageyour users.
Track them. Test your stewardship strategy.
What is Your Ideal Stewardship Strategy?• Map out what you want to know about your users.
• How will you get this information?
• How would you want to be managed as a user/donor/constituent?
The Media Watershed
Are you running other media? • Tweeting?• Facebooking?• Radio Spots?• Billboard (OOH)?• Point of Sale?• Email / Enewsletter?• Print • TV• OnlineMake it flow together. Rely on your holistic plan. Integrate.
Mobile Integration
Traditional Media
Website Widget
Social Networks
5/31/2010 proprietary & confidential
The Help
So. Who’s going to do all of this work? You?
A mobile plan is rewarding. It’s new. It’saffordable (compared to TV!). Who’s going tomanage this?
Consider your team. Ask for outside help.There are experts in this who want to helpyou.
The Risks
• Should be used as part of larger donor acquisition strategy– Integrated with multiple channels
• Donations limited to small amount– $5, $10 donations– Some carriers may limit max. donations per month
• Risk of cannibalizing revenue that would’ve come in via other channels – i.e. online at much higher avg. gift amounts
5/31/2010 proprietary & confidential
Mobile Marketing Best Practices
1. Add a “Mobile” subscribe field to your mailing list pitch on your website
2. Add a “Mobile” subscribe field to event sign‐up sheets and donation slips in your print newsletters and funding appeals.
3. Post Tweets on Twitter and Status Updates on Facebook asking your followers to subscribe your text campaign.
4. Less is more. Don't text your supporters too often!5. Mix up your text message schedule.6. Make sure your text messages don't arrive during sleeping hours.7. Link the mobile versions of your social networking profiles on
your organization's mobile website.8. Make it easy for people to subscribe to your text alerts and e‐
mail newsletter on your mobile website.9. Limit text alerts to 140‐160 characters.
5/31/2010 proprietary & confidential
Source: Diosa Communications
Mobile Marketing Best Practices (cont’d)
10. Feature your smartphone app(s) on your website and blog with screenshots and "Download the App" buttons.
11. Link to your mobile website in text alerts, not your desktop site.12. Make sure your "Donate Now" page functions in mobile browsers.13. Do not require potential subscribers to enter their email address to
receive text alerts.14. Add your KEYWORD and SHORT CODE pitch to your Twitter background.15. Add your KEYWORD and SHORT CODE pitch to your print materials.16. Write a brief, useful App Description for the app Galleries/Stores.17. Use "nonprofit" and the "name of your organization" as app Keywords
for the App Galleries/Stores.18. Don't ask smartphone app users for their e‐mail address before they
have a chance to see what your app is about.19. Get professional training on how use mobile technology and social
media!
5/31/2010 proprietary & confidential
Source: Diosa Communications
Shout Out!
Shannon C. Pitt
Twitter @shannoncpitt
Erik Rubadeau
Twitter @erik_rubadeau