Justin Oberman, VP Product Strategy, Cellogic, Director, DerechDigital, Editor, MOPocket.com Presented at the Future of Jewish Nonprofit Summit, July 27, 2010 in New York, NY. http://fojnp.com Part of Quickfire: "Judaism 2025"

1. Its Not Your Mother
(In-Laws) Cell Phone:
Developing Mobile Strategy for Jewish Non-Profits
July 27th 2010 / 16th of Av 5770

2. “Can We Talk?”
My name is Justin Oberman.
I am a Creative Designer.
The image is not of me.

3. AA
Applied Artisans
Thats Me.

4. Mobile Technology
and your non-profits strategy for it (if it needs one)
The Phone Pictured Above Is The Ulysse Nardin “Chairman.” A Gold Encrusted, Kinetic Powered, Android Running Fifty
Thousand Dollar Cell-Phone And A Perfect Image For A Brief Discussion On Wasting Money On “Hype.”

5. 10 Minutes

6. 10 Pointers.

7. Justin’s Top Ten Tips About Building
A Non-Profit Mobile Campaign.

9. 1.Understand
What We
Mean By
Mobile.

10. 1.Understand
A. Dumb Phones
B. Smart Phones
C. Tablets

11. 2.Use Wisely.
The Many
Ways 2 Use
A Cell Phone

12. 2.Use Wisely.
A. SMS / TXT MESSAGING
*information, alerts, fundraising, viral, flash mobs & delivery,
emergency aid
B. Ringtone / Wallpaper
C. Applications
D. Mobile Web
E. GPS / Location Based Services
F. Bluetooth /Wifi
G. Video
H. Adsense / iAd
I. Social Networking (get to this later)

13. 3.Know Your
Users.

14. 3.Your Users
A. Plethora of Metrics At Your Disposal
B. You Want To Know
* how long they talk
*how much they text
*how much data they use
*what apps they use the most
*you get the point

15. Now A Little Bit About
Social Networking
“Every Person’s Personal Mobile Contact List is
a fiercely intimate social network that is larger
and more powerful than Facebook and
Twitter combined.”

16. 4.The
Technical
Details. Dont
Sweat It.

17. 4.The Tech
I am not going to lie.
Depending on your
campaign dealing with the
tech and infrastructure can
bring a whole world of
complications.

18. 4.The Tech
Fragmentation
a) Handsets
*Nokia *Motorola *Samsung *Apple *HTC *Sanyo *Ulysee Nardin the list
goes on
b) Operating Systems
*iPhone, Windows, Palm, Symbian, Android, Java, Blackberry, Kricket
c) Carriers
*Verizon, AT&T, Sprint, T-Mobile, Metro PCS, MVNO’s, Local carriers...
the list goes on.
*The networks in the U.S are split between GSM (AT&T & T-Mobile) &
CDMA (Verizon and Sprint)
*On top of this each person has a unique plan with various features
turned on or off.
* International cohesion of a campaign varies as well.
What does this effect?

19. 4.The Tech
There are also MVNO’s
Mobile Virtual Network Operator.
Mobile Virtual Network Operator is an organization that buys minutes and services wholesale
from an existing carrier (or carriers) and resells them under its own brand.
They fill in the gap for niche markets that the bigger carrier they are riding on cant get cause
they don’t offer the right kind of plans, phones or services.
Helio and Amdt were MVNO’s. Boost is an MVNO under Sprint.
Is there an opportunity for a Kosher Phone MVNO?

20. 4.The Tech
Middle Men
a) SMS Gateways
b) Aggregators
c) App Stores
d) Data Speeds/3g & 4g
d) IBPW

22. 5.The Mobile
Phone Is Not
A Computer.

23. 5.Nicht
Computer.
Don’t Treat The Cell Phone Like A Desktop. You Will Loose.
*I already showed you how on a tech and infrastructure level the cell phone is a whole different beast
*SMS is not Email. Even Email on a mobile device has become different than email on a desktop/laptop.
C. Applications

25. 6. Mobile
Marketing
Requires
Marketing.

26. 6.Marketing
Remember, mobile is only part of your
marketing strategy
A) You gotta take it on and incorporate it
everywhere.
B) Mobile is now a brand property.
C) Must Be Educational (how are we going to get people to put it on
their phone or send a text message)
E) It must look good, match your brand and
be “designed” professionally.

27. 7. Ubiquity.

28. Two main points here.
1. Your Campaign Cannot
Smell Like A Campaign
a) Must Take Into Account Personal Nature of Mobile Phone
b). People Use Mobile the Same Way They Snack
c)Must always be relevant to person no matter what their
surroundings
7. Ubiquity.

29. 2. Your Mobile Campaign Is
Not A Persuasion Tool, Rather
It Is A Mobilizer of the Already
Persuaded.
a) Must Be Doing Something For the People Already
Following You With Passion
b). Make It Easy To Make Viral
c) loose some control
7. Ubiquity.

37. Rusty Bricks iPhone Siddur Application

39. Kiruv/BT Applications?
A good opportunity.

40. 8.Don’t Force
and or
Control Your
“Message.”

41. 9. Don’t Trust
Anyone
Claiming
2B An“Expert”

42. 9. “Experts”
"There are exceptional people out there who are capable
of starting epidemics.
All you have to do is find them."
— Malcolm Gladwell
(The Tipping Point)

43. 9. “Experts”
"A nerd is simply someone who thinks exceedingly
<http://www.iwise.com/uGqSo>inside the box.<http://
www.iwise.com/uGqSo>"
"Probability and expectation are not the same. Its
probability and probability times the pay off."
"The more data we have, the more likely we are to drown
in it.<http://www.iwise.com/uGqSo>"
"Things always become obvious after the fact"
— Nassim Nicholas Taleb
(Black Swan)

44. 10. Work
Hard But
Keep It
Simple.

45. Dogs or
Demons?

46. Avoid The
Demons.

47. This Talk Was In The Merit of:
Shmuel Berel ben Yitzak Chaim ben Avraham
Meir HC’’M

48. THANK YOU!
justin@derechdigital.org
<mailto:justin@obercreative
.com>twitter:
@obercreative<mailto:justin
@obercreative.com>
Shoki: The Demon Slayer