Handout Reference Materials

1. Learning Lab:
Effective Mobile &
Social Media Marketing
Strategies
Hub Tag: #MMCConls4
April 27, 2011
2:30-3:45pm
Michele Sullivan
Kathleen Simpson
Kelly Flowers
All contents copyright 2011, ASAE, except noted selections which
have been reprinted with permission of the copyright owner.

2. Mobile Survey of Member Usage
Three Association Examples
Source: Jeanne Martinez, Online Services Administrator
International Legal Technology Association (ILTA)
1. From the following list, please select the closest match of the smartphone that you currently use:
 Android smartphone (e.g., Droid, Galaxy, Incredible)
 Apple - iPhone 3G or 3G S
 Apple - iPhone 4
 RIM - BlackBerry Bold (9780)
 RIM - BlackBerry Curve
 RIM - BlackBerry Pearl
 RIM - BlackBerry Storm (9550)
 RIM - BlackBerry Style (9670)
 RIM - BlackBerry Torch (9800)
 RIM - BlackBerry Tour (9630)
 Palm - Pre or Pre Plus
 Windows Mobile Smartphone (e.g., Moto Q, Blackjack, Palm Treo)
 Windows Phone 7 (e.g., Samsung Focus, LG Quantum)
 Other, please specify
2. To the best of your knowledge, what device do you anticipate having and using as your primary
smartphone later this year (e.g., at the time of our mobile app launch in August)?
 Same Device I Have Now
 A New Android Smartphone
 A New Apple iPhone
 A New BlackBerry Smartphone
 A New Windows 7 Smartphone
 Undecided / Unknown
 Other, please specify
3. Do you currently use a tablet? If you do, please let us know the primary or preferred tablet device
that you use. If you are fairly certain of a future purchase of a particular tablet, feel free to specify
that and/or use the "Other" field.
 Apple iPad
 Apple iPad 2
 Blackberry Playbook
 Motorola Xoom
 Samsung Galaxy Tab
 Viewsonic Viewpad
 Other, please specify
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3. 4. Do you anticipate using our mobile app to access our Connected Community?
 Yes
 No
 Unknown / Undecided
5. Optional comments are welcome.
Source: Tom Jelen, Director of Online Communications
American Speech-Language-Hearing Association (ASHA)
1. Do you regularly access the web using a mobile device?
 Yes
 No
1a. If YES, what type of mobile device(s) do you use to access the web?
(select all devices that you use)
 Android
 Blackberry
 iPad or other tablet device
 iPhone
 iPod
 Nokia (SymbianOS)
 Palm (webOS)
 Windows Mobile
 Other (please specify)
1b. If you do NOT regularly access the web using a mobile device, what explains your lack of access?
(select all that apply)
 I do not own a mobile device
 I cannot access the web with my mobile device
 A data plan is too expensive
 It’s too hard to use most websites
 I prefer to access the web on a larger screen
 Other (please specify)
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4. Source: Kristi Donovan, Senior Director, Professional Affairs
Association of University Programs in Health Administration (AUPHA)
For what purposes do you use the following devices: Smartphone or Tablet
Smartphone Tablet
For personal calls
For professional calls
For personal email
For professional (work-related) email
For teaching in the classroom
For teaching online
For surfing the internet
For connecting with friends and family
For connecting with colleagues
Other, please specify:
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5. Comparison Table:
Native App vs. Web App vs. Mobile Web Site
Author: Janine Warner, author of “Mobile Web Design For Dummies,” formerly of CNET
(the speakers have no connection to this company other than liking their chart)
Source: www.digitalfamily.com/mobile/app-v-web-Chart.html
If you want to… Your best option is a ...
Native App Web App Mobile Web Site
If you want to ... Native apps must be downloaded from the Highly interactive web- To reach the broadest
iTunes Store, the Android Market, the based programs, such as the audience (an estimated
Have it all, Amazon Appstore, or a similar service. reservation system at 8,000+ devices), there are
create a native American Airlines (aa.com), two main approaches to
app, a web app, Native apps play locally on an iPhone, iPad, provide app-like mobile web design:
and web site or other device. That means they 'execute' on experiences from a web site.
1. Create one simplified
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6. your system not on a remote web server. Web apps play in a web design with HTML and CSS
browser over a network (for that displays even on older,
Hint: The lines In general, native apps provide the most example: wifi or 3G). feature-limited cell phones.
between these options for rich media and interactivity.
three options are Web apps require advanced 2. Invest in a complex
blurring ... programming skills. system of device detection
and content adaptation to
send just the right version
of your site to each cell
phone or other device based
on screen size and other
features. (Note: most web
apps also take this
approach.)
If you want to ... Nothing compares with a native app when it You can provide advanced If you want to reach the
comes to creating race car games that let you interactivity with web apps. broadest audience using
Create high- "drive" the car by tilting your iPhone or iPad mobile devices, you either
end interactive back and forth. Just use Safari on an iPhone need to keep your designs
games or other to view Facebook, Twitter, simple and limit the
rich media with Accessing the accelerometer, location Amazon.com AA.com, and interactivity and
advanced detection, and other advanced features often many other sites and you'll multimedia.
interactive requires a native app. see that you can use a web
features ... app to manage reservations, Or you need to create
protect banking multiple versions of your
information, and more. site, sending the rich media
version only to high-end
devices, such as the iPhone,
iPad, and new Android
devices.
If you want to... Most apps require a relatively high-speed Web apps require users to All web sites require some
connection or a long wait for the initial be connected, but if done connection to access them,
Reach people download. well, they don't require a but it's now possible to use
anytime, very fast connection and offline caching to download
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7. anywhere, your After an App is downloaded, some can play they can be updated in real pages from a Web site to be
best option is ... anywhere, anytime, but many apps are time very efficiently. viewed offline later on an
designed to download additional information, iPhone/iPad and some
such as GPS coordinates or news updates, All web apps essentially run other devices.
and require a connection for the latest a program on a remote web
information. server. Kill that connection, You can even create an icon
and you get nada. for your web site so visitors
can view your site as easily
as they launch a native app.
If you want to... Most native apps require a relatively high- Web apps require users to All web sites require some
speed connection or a long wait for the initial be connected, but if done connection to access them,
Reach people download. well, they don't require a but it's now possible to use
anytime, very fast connection and offline caching to download
anywhere ... After an app is downloaded, some can play they can be updated in real pages from a web site and
anywhere, anytime, but many apps are time very efficiently. view them offline later on
designed to download additional information, an iPhone/iPad and some
such as GPS coordinates or news updates and All web apps essentially run other devices.
require a connection for the latest a program on a remote web
information. server. Kill that connection, You can even create an icon
and you get nada. for your web site so visitors
can view your site as easily
as they can launch a native
app.
If you want to... When you develop apps you have to create a If you're focused on the The best way to reach the
version for each operating system. That latest in tablet and touch broadest audience with the
Publish to means a different version for each of the screen devices, you can do a least effort and resources is
many devices following: lot with a web app. to create a relatively simple
at once ... web site that can be
If you want to reach the displayed on most of the
 Apple iPad / iPhone devices that can access the
broadest audience, you'll
 Google Android 'Droid' want to deliver just the right Web.
 Blackberry version to each device using
device detection and For more complex web
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8. content adaptation. design and multimedia,
 Windows Mobile
consider using device
 and more ... detection and content
adaptation.
If you want to... At the high end, you can easily spend Most web apps are built by Creating a simple web site
hundreds of thousands of dollars developing a team of programmers and is by far the most
Spend as little rich-media interactive apps, especially when other specialists. Sites like inexpensive option.
money as you factor in all the video, animation, and Gmail and Twitter
possible ... other assets that make games and other represent hundreds of Anyone with a background
applications visually appealing -- and thousands of development in HTML and CSS can learn
popular. hours. to create a simple mobile
web site (especially if you
Creating an app for the iPhone or iPad can At the entry level, you can buy our book Mobile Web
cost anything from a few thousand to create many rich web app Design For Dummies).
hundreds of thousands of dollars depending features with JavaScript,
on the complexity. jQuery, or jTouch. At the You'll also find many
high end, you can do almost resources online for
anything these days if you creating mobile sites. For
have the time, budget, and example, you can add
programming chops. specialized themes to
WordPress to make your
blog mobile friendly at no
additional cost.
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9. Mobile App versus Mobile Website
Author: DudaMobile is privately owned and based in Mountain View, CA
(the speakers have no connection to this company other than liking their chart)
Source: http://blog.dudamobile.com/mobile-web-vs-mobile-apps
Mobile App Mobile Website
Application designed to run on a specific mobile Website created specifically for mobile devices –
device – download and installation required accessible through mobile browsers, no
download or installation required
Portability Needs to be developed for each platform (iPhone, Common platform – some solutions enable you
BlackBerry, Android, Palm and the list goes to develop once and run on all web-enabled
on…) mobile devices
Hyper Links It is possible to link to an app but since most Possible to provide links to different pages on
users will not have the app installed, the most your mobile site and to link from your mobile
effective way is to link to the download page for site to other websites
this app. It is possible to link from an app
externally to other websites
Discoverability Most apps don’t achieve critical success and fade People can find your site by using any of the
into the world of anonymity. You will need a very search engines and via links from other websites,
well defined strategy to break into the top list for blogs, Twitter and links embedded in emails. A
your category in order to make it (AdWhirl good marketing strategy can definitely increase
estimates $1875 per day advertising budget can the number of visitors, especially if it is viral.
get you there , Pinch Media says the impact of
being in the top 100 is a daily increase of 2.3x in
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10. the number of users)
Distribution & At the mercy of the App Store police in regards to Anyone on the web has access to your mobile site
Market Size availability of your app and approvals to get it in.
Requires users to download – huge barrier to
entry.
Limited to the number of users on the released
platform
Usage of Able to use all device capabilities (GPS, camera, It is possible to use features like GPS, offline data
Device voice, RFID, address book, calendar, etc.) storage and video from within mobile websites
Capabilities using the latest mobile browsers which support
HTML5. Access from the web to some native
capabilities of mobile devices is still limited due
to security and privacy concerns (e.g. access to
address book or calendar)
Supportability Difficult to support and maintain after app is Easier to support and maintain as developer has
& downloaded. Every new release with bug fixes complete access to the site
Upgradeability requires going through the entire approval
process of the app store. No need to upgrade, all users see the latest
version
After new version of application is placed in the
store, it requires all existing users to upgrade in
order to get it- big barrier
Entry Costs some app stores charge extra fees for publishing None
or certifying your app (Apple charges developers
$99 and enterprises $299, RIM charges $200 )
Revenue Share Need to share sales revenue with the app stores It’s all yours
(Apple takes 30%, RIM takes 20%)
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11. User Full control of User Interface Limited to the capabilities of HTML/CSS. User
Experience experience will largely depend on how the mobile
website is designed
Performance Able to achieve high performance through app Performance will largely depend on how the
code that runs locally on the device mobile website is designed
Offline Possible HTML5 enables it to some extent, but is
Browsing supported only on selected devices
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