Mobile: Get It or Get Out
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In this presentation for the #SM4NP DC conference on June 18, 2015, Ben Coit presented on how to get a mobile strategy in place to accelerate and enhance your existing marketing, fundraising, and communication initiatives. He discussed how to build the case for mobile, the elements to include in your strategy, and the most appropriate types of mobile solutions to consider.
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Mobile: Get It or Get Out
- 1. The SapientNonprofit Practice Mobile. Get it or get out. Ben Coit Director & Co-Founder of Sapient’s Nonprofit Practice @bencoit / @SapientNP
- 2. EVERYONE’S DOING IT In case you missed it, Mobile is growing (really fast).
- 3. “Mobile is the ONLY media channel that is growing in the United States” Source: Business Insider Chart of the Day, eMarketer, April 2014
- 5. “64% of American adults own a smartphone, up from 35% in 2011.” Source: Pew Research Report ”US Smartphone Use in 2015”, Aaron Smith, April 1, 2015
- 6. How are organizations responding to the growth in mobile?
- 7. “Most firms will underinvest in mobile eBusiness in 2015.” (HUH??) Source: Forrester Research, “Predictions 2015: Most Firms Will Underinvest In Mobile eBusiness”, Julie A. Ask & Thomas Husson, November 11, 2014.
- 8. BUILDING THE CASE FOR MOBILE Where do we start?
- 9. A mobile strategy is not an app for your nonprofit’s annual conference Source: Personal conversations with way too many nonprofits.
- 10. A mobile strategy is aligned to your mission, tied closely to your stakeholders’ needs, and serves as the foundation to your organization’s digital initiatives.
- 11. Building a mobile strategy is an organization-wide effort. Anything less will fail.
- 12. 12 Selling a Mobile Strategy 1. Embrace the change 2. Bring the data 3. Industry-specific research 4. Sell the process, not the outcome
- 13. 13 Ten Reasons People Resist Change 1. Loss of control 2. Excess uncertainty 3. Surprise, surprise! 4. Everything seems different 5. Loss of face 6. Concerns about competence 7. More work 8. Ripple effects 9. Past resentments 10. Sometimes the threat is real Source: HBR "Ten Reasons People Resist Change", Rosabeth Moss Kanter, 2012
- 14. 14 Selling a Mobile Strategy 1. Embrace the change 2. Bring the data 3. Industry-specific research 4. Sell the process, not the outcome
- 15. ELEMENTS OF A MOBILE STRATEGY
- 17. “20% of apps are only used once [and that’s an improvement].” Source: Localytics.com “App Retention Improves – Apps only used once declines to 20%”
- 18. 18 Takeaways 1. Mobile is here and it’s not going anywhere 2. Embrace the change 3. Sell the process, not the outcome 4. Commit to the investment
- 19. The SapientNonprofit Practice Questions? Ben Coit Director & Co-Founder of Sapient’s Nonprofit Practice @bencoit / @SapientNP
Editor's Notes
- Ben Coit Sapient Intro Excited about Mobile & empowering organizations Tee up Agenda
- A common persuasion technique used As parents, we scoff at this for allowing our kids to do something… As leaders of our NPs, everyone’s doing it and we have to to survive. ----- Meeting Notes (6/17/15 11:15) ----- connection
- Mic drop. This is really the only stat that you need to know that mobile is not only the wave of the future, it’s here and now. In a few more years, we won’t even distinguish between “mobile” and a website or “being online”. It will be synonymous.
- Let’s look at some data over time between media consumption
- 83% of houses in the US have computers, 74% have internet access based on data from the US Census
- Given the fact that we feel the shift to mobile and we experience daily… think how you shop, watch TV, get driving directions, communicate with your kids (text), etc. How are companies responding??
- Fairly shocking right? This prediction comes from Forrester Research who has a pretty good reputation for being right about these things… So it’s not just nonprofits who are feeling the pressure for how to get on track with mobile given the rise in adoption and popularity. Let’s take a look at how we can build the case for your NP. ----- Meeting Notes (6/16/15 10:24) ----- look up on what is the level of investment... What percent should be aimed at the mobile channel?
- Let’s get one thing straight about what I mean when I say mobile strategy.
- Building a mobile strategy is an organization-wide effort. Anything less will fail.
- ----- Meeting Notes (6/17/15 11:17) ----- Need to slow down on walking through the
- Relevancy is at stake. People want a deep connection with the nonprofits they support. If you aren’t delivering your content in channels that your constituients consume, you are becoming irrelevant to them and their lives. Tell ACC story. Nonprofit member association. 95% of their individuals in their industry were members. No connection to the organization. Less readership, fewer people attending conferences, ad revenues were down in their publications… had to take a look at their entire strategy
- Based on our experience working with organizations of all types and sizes, there is not a single, cookie-cutter approach for mobile strategy. Each one is a little difference and neuanced based on the specific organization. What is the same is that the ones that seem to work include the same or very similar elements. Based on your organization, the level at which you dive into each elements will change. I’ve seen this used for Nonprofits with 1-2 staff and organizations with hundreds of employees.
- Our goal here is to avoid becoming one of these apps. As an aside, if your organization is thinking of buidling a mobile app, really think hard about the use-case. In many cases today, the need for a native app does not warrant the investment nor fit within the expectations of your users.