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A case study on mobile-format media ministry
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Mobile Case Study
National Religious Broadcasters 2012
Steven Koster
WHAT IS REFRAME?
English Ministry of BTGMI• 70+ years of
media ministry• Radio, TV,
print, Internet• All ages
Encounters in every medium
Media Technology• Radio [push]
• Video• Internet Web [pull]
• Fixed Media (CDs)• Print• Online Forum• Email [2-way]
• Social Media• Phone• In-Person
Social Presence
• First Contact
• Awareness
• Follow-Up
• Relationship
SOME RESEARCHTrying to keep our finger on the pulse
2010 Mobile Uses (US adults)86% have cell
phones
25% of cell users browse web, email, etc.
That’s 21.5% of all US adults (before the rise of Android!)
Forecast: Tablet sales in 2015 will exceed the number of PCs currently sold per year (~360 million) and make tablets a $100+ billion market.
PCs are no longer the dominant way people access the Internet!
http://www.businessinsider.com/tablet-sales-2012-2
2008 2009 2010 2011
http://www.idc.com/getdoc.jsp?containerId=prUS23299912
Samsung more than doubles(Android)
Samsung plus “Others” = 47%
Apple growing(iOS)
Nokia (Symbian / Windows) and RIM halved and at the bottom
Global Smartphone Marketshare 2011
USA only
in USAIn USA
Pent-up demand for iPhonesSpiked sales Q4 2011
http://www.businessinsider.com/chart-of-the-day-why-apple-is-suddenly-beating-android-in-market-share-2012-1
Apple gets 53% of $ from iPhone
http://www.businessinsider.com/chart-of-the-day-apple-the-iphone-company-2012-1
The Gist
• Mobile is mandatory• Screens are screens:
– TVs are Phones are PCs– Pocket, Chair, Desk, Wall: S, M, L, XL
• Three platforms to consider – iOS apps– Android apps– Mobile-optimized websites
SOME EXAMPLESWhat we’re doing about it
Family Fire Stats
• Desktop: 81%• Mobile: 19%
– iOS = 62% (about 12% of total traffic)• iPhone 31%• iPad 21%• iPod Touch + others 10%
– Android %32– Windows/Blackberry 6%
The Gist
• 2 website faces, 1 content database• Small-screen format forces clear design
– user-centered thinking: Why are they here?
– What are your key calls-to-action?
ThisIsToday.net
m.ThisIsToday.net
Today January 2012
• Desktop: 62% of total web traffic• Mobile: 38% of total web traffic
– iPhone 39% of mobile traffic– iPad 14%– iTouch 5% (iOS = 58% of mobile)– “Not Set” 9%– Mix of Android phones (about 25%)
MapToday DESKTOP WEB
Desktop Web Map
Today MOBILE WEBMobile Web Map
iOS appAndroid app
(RSS based)Appmakr.com
10/01/1111/01/1112/01/1101/01/1202/01/120
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TodayAppSocialTraffic(cumulative)
TC Web breakdown
• Desktop: 80% of total• Mobile: 20% of total
– iPhone 42.16%– iPad 21.57– iTouch 5.74 (iOS = 70% of mobile)– Android about 25%– Blackberry etc, <5%
MOBILE GIVING
Mobile Web Giving
• Give about the same priority on mobile sites as we do on desktop sites
• Same giving channels via web
• But this is about – Doing ministry – Extending the brand
Text to Give: Limited Value
• We’re not very event-driven• For us, a break-even proposition at
best• No long-term relationship with donor
– Capture phone number only
CLOSING THOUGHTS
The Gist
• Three formats to worry about– Small-screen web– iOS app– Android app
• Mobile is mandatory: Screens all• Forces good design: what is core?
– User desired activities?– Your calls-to-action?
Resources
• Silicon Valley Insider (SAI)– businessinsider.com/alleyinsider– Chart of the Day!– businessinsider.com/newsletter
• Social Media Examiner– socialmediaexaminer.com
Resources
• Mashable.com– Stats and News and what it means for you– The Mecca for Social Media
• SmartBrief on Social Media – Daily email digest of Social Media stories– [email protected]– http://www.smartbrief.com/socialmedia/