Learning Lab: Effective Mobile & Social Media Marketing Strategies Hub Tag: #MMCConls 4 Kelly Flowers, Michele Sullivan, Kathleen Simpson Wednesday, April 27, 2011 (2: 30 pm - 3: 45 pm) 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 Slide. Share: www. slideshare. net/Michele. Sullivan/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! #MMCConls 4
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, ASCRS ASOA) Mobile as a Platform for Innovation! • Association Best Practices • Mobile Technologies to Watch • Action Items
The Social Web A 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 Social Web “The Conversation: The Art of Listening, Learning, and Sharing” (Brian Solis)
The Social Web Utilize 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 Web Facebook 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? 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 2011 approx 40% - 45% mobile
Predictions Drum 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 results The best of the web in a highly intuitive interface • •
$: Ad Revenues, Paid Downloads, In-App Purchases App Store Revenue Predictions 2010 = $5. 2 bn 2011 = $15 bn 2014 = $54 bn Source: Gartner 2011: www. gartner. com/it/page. jsp? id=1529214
Who is really Spending Money using their Mobiles?
Organizational Strategies Marketing • Active – requires user to Take Action Communications • Passive – shares timely or timeless information Social Media • Interactive – blurs marketing and communications
Organizational Strategies • 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
Developing a Social Media Program Example: 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/AIAB 083072
Goals Society Serve as the Credible Voice Vision Mission Promote the AIA as the credible voice for quality design and the built environment Profession Vision American Institute of Architects – Driving positive change through the power of design Mission The American Institute of Architects is the voice of the architectural profession and a resource for its members in service to society Be the Authoritative Source Be the recognized leader for knowledge about the practice and profession of architecture Member Increase Member Value 2010 -2015 AIA Strategic Plan Increase value to members through programs and services that effectively meet, anticipate, and exceed their needs Strategies 1 Knowledge Create, promote, and disseminate interdisciplinary study and research ensuring the AIA’s members are leaders in the profession, the industry, and their communities. 2 Advocacy Advance policies about design through political outreach, education, and engagement that are responsive to the public and the profession. 3 Communication Elevate the voice of architects to promote the value of design and to enhance the public’s understanding of the importance of architecture. 4 Collaboration Align resources and empower networks of members, components, and allied professionals to build teamwork.
Organization Goals Social Media Program Goals Society Serve as the Credible Voice Serve as an authoritative source and credible voice on architecturerelated information/issues Promote the AIA as the credible voice for quality design and the built environment Profession Be the Authoritative Source Advance conversation about the architecture profession Be the recognized leader for knowledge about the practice and profession of architecture Member Increase Member Value Expose members to relevant, appropriate content on the AIA Web site and other online platforms Increase value to members through programs and services that effectively meet, anticipate, and exceed their needs Create community among AIA members Organization Strategies 1 Knowledge Social Media Program Channels Blogs Create, promote, and disseminate interdisciplinary study and research ensuring the AIA’s members are leaders in the profession, the industry, and their communities. 2 Advocacy Discussion Forums Media and Action Alerts Video-sharing Advance policies about design through political outreach, education, and engagement that are responsive to the public and the profession. 3 Communication Elevate the voice of architects to promote the value of design and to enhance the public’s understanding of the importance of architecture. Networking 4 Collaboration Collaborative work spaces Align resources and empower networks of members, components, and allied professionals to build teamwork.
Social Media Marketing Benefits Source: 2010 Social Media Marketing Industry Report survey of 1, 898 marketers
Communications - Positioning USA 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 - Positioning Wall 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 i. Phone 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 Success 1. 2. 3. 4. 5. Ask Why? For Whom? Set Goals Mobile entry point Catalyst event for launch 6. Review and board approval 7. Deploy the strategy 8. Vendor review and selection 9. Mobile marketing strategy 10. Review success, plan new goals
App Challenges To 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 App – focus on this if, for example, your annual conference accounts for 80% of your revenue • “Evergreen” App – 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
How to Develop an 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 (Saa. S 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 Yourself Conference or Member App: Simple App Advanced App $10 k per device $100 k per device Off-The-Shelf Conference App: $5 k to $15 k per event Member App: Small Org Medium Org Large Org $2. 5 k per year $6 k per year $12 k per year • Following is an example of a Saa. S mobile membership app, “pay as you go”
Saa. S 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 a wide audience • Requires less effort and resources • 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 Imperative With 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 i. Phone, what about deploying to Windows Phone 7, Blackberry and Symbian? How about i. Pad, 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 Websites By Janine Warner and David La. Fontaine: • “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 Dummies Mobile Marketing for Dummies
Gems from Dummies How 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 i. Phone®, Android, and Black. Berry® Storm • Tools of the Trade — discover the best language for your audience: WML, XHTML MP, HTML 5 • 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 Website Mobile Version Desktop Version
Mobile Website vs Desktop Website Mobile Version Desktop Version
Mobile Website vs Desktop Website Mobile 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 App Director 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 Website Leaders 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 and Blended Solutions 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 website App Within an App – For example, the WTOP App has an option within to “Launch Traffic Cam App”
Super. Shuttle: Mobile App & Mobile Website App – For the i. Phone only Website – “Mobile Optimized, ” with subdomain m. Super. Shuttle. com
FB: Mobile App & Mobile Website Mobile App Mobile Website
FB: Marketing their Mobile www. facebook. com/mobile
Interact via Email Interact via Text Mobile Website Mobile App
Case Study - Texas Medical Association TMA - 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 (i. MIS) • Built on 3 platforms: i. Phone, 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 & Contest March 27, 2010
Exposure from Banner Ads
Video Testimonials from Members
Return on Engagement An 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 of Ophthalmic Administrators) SSource: http: //swiftmobile. com/apps/ascrs 2011
ASCRS ASOA Conference App Developed for: • i. Phone and i. Pad • Android • Black. Berry “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”
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 Journals American 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 Watch 1. 2. 3. 4. 5. 6. Location-Based Services (LBS) Social Networking Mobile Search – visual, comparable Mobile Commerce – alerts a store you have just checked in Mobile Payment Context-Aware Service – uses interests and history to serve up appropriate content) 7. Object Recognition (OR) – uses QR Codes 8. Mobile Instant Messaging (MIM) 9. Mobile Email 10. Mobile Video Source: Gartner 2011
Examples to learn from…
Location-Based Services (LBS) Gowalla - Social Foursquare - Social Starbucks m. Commerce
Mobile Search
m. Commerce and m. Payments
Object Recognition (OR) QR Code Reader apps: • Red Laser • Qrafter
Mobile Instant Messaging (MIM)
Mobile Email
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 – “ 100 th 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 feet to within inches (1 st 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-trends 060710 final? 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-networkbenchmark-report • “Get involved in the Conversation” – ASAE Listservs: www. asaecenter. org/community/Content. cfm? Item. Number=15996
Contact Information Speaker Kelly Flowers Speaker Kathleen Simpson Title Organization Phone Email Website Chief Cultivator Growth Vine 703 -598 -4614 Kelly@Growth. Vine. com www. growthvine. com Manager, Knowledge Communities The American Institute of Architects 202 -626 -7300 kathleensimpson@aia. org www. aia. org
Contact Information Speaker Title Organization Phone Email Website Michele Sullivan Manager, Engagement Strategies Higher Logic 202 -360 -4402 michele@higherlogic. com www. higherlogic. com THANK YOU FOR JOINING US !
Source: http: //cellphones. techfresh. net/evolution-of-mobile-phones
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