Presentation by GrowthVine, LLC on mobile technology for associations and nonprofits. Includes look at mobile web, mobile apps, QR codes, text messaging, RFID, NFC, etc.
2. WHO ARE THESE LADIES? Stella Dog Chief Happiness Officer GrowthVine, LLC Kelly Flowers Principal, Mobile & Social Strategy GrowthVine, LLC Kelly@GrowthVine.com
3. WHAT ARE YOU GOING TO GET OUT OF THIS? Mobile Adoption-hot off the press Mobile Technologies, Example, Case Studies SMS Mobile Websites/ Mobile Apps QR Codes RFID & NFC Mobile Wallet Mobile Challenge
4. MOBILE ADOPTION…are we there yet? The scale has tipped More smartphones were sold in the U.S. than PCs in Q4-2010 Up over 87% from a year earlier --Morgan Stanley Nov 2010, IDC 2010
9. POLL QUESTION #1 How many of you have some type of mobile implementation for your organization? Mobile app Mobile website Use text messaging Use Location Based Services like Foursquare, Gowalla Have QR codes in your publications or at your events
10. TYPES OF MOBILE SMS Mobile Website Mobile Apps QR codes RFID and NFC and mobile wallets LBS Mobile survey/polling
11. SMS – Short Message Service Commonly referred as Text Messaging Common Short Code Messaging Shared Code Messaging Mobile messaging Wireless messaging short mail Parameters 160 character message limit FUN FACTS Accessible by >97% of US mobile subscribers Over 7 Billion texts are sent each day
12. SMS USER STATS SMS Users by age More than ONE TRILLION text messages were sent in 2010 in the US alone
13. SMS USES Sweepstakes Tele-voting Mobile Coupons Promotions/Events Donations Personal messaging
15. OUTBOUND SMS- Call to Action CALL TO ACTION- sending SMS w/ hot link to mobile website or that include a phone number to call AIRLINES AT&T CAR REPAIR
16. NiUG SMS case study Ask for SMS opt-in Sent questions about exhibitors Gave out gift cards Engaged attendees Happy exhibitors!
17. OUTBOUND SMS- HRC example 1. Mobile Alert 2. Link to Position 3. Call to Action 4. Sign your name 5. Other ways to support $$$
18. INBOUND SMS OR CSC Common Shortcode-based text messaging Using a 5 or 6 digit code (ex. 90999 users send a text with a keyword like “ALIVE”) Shared Shortcode or Dedicated Shortcode Short Code Registry- www.USshortCodes.com List of CSC providers- http://usshortcodes.com/csc_applicators.html
19. INBOUND SMS or CSC marketing Shortcode mobile campaign can be branded for your association through keywords you select and incorporated with other media (TV, radio, web, in-venue via signage) Tracking is real time and can be refined to provide greater impact near real time
21. Case Study MOMA membership drive Objective: to use mobile to generate interest in MoMA and leads for membership conversions Reason to add mobile campaign: to offer another method for people to communicate with the museum Target audience: Tech-savvy YPs (25-40) based in NYC
22. Case Study – MOMA membership drive How it worked: “Text MoMA4 to 30241” A response was sent requesting the user’s email address to get the special offer An email was sent with links to 2 special offers for membership
23. SMS CSC Donations- how it works Using an Inbound Mobile CSC campaign, your organization can raise money for your own organization or for your supported cause User donates Carrier Collects Vendor Collects Nonprofit due to outreach and adds to user’s donations from receives campaign mobile bill each carrier proceeds minus processing fees
24. SMS CSC donations examples Use Mobile CSC campaigns to supplement your volunteer initiatives Use CSC to collect donations for those unable to physically participate in the onsite project Text “PUPPY” to 12345
25. INBOUND SMS- Voting/Polling Multiple Choice questions Enabling creative and fun ways to engage Able to limit votes Start times and end times of polls Less expensive than traditional ARS (audience response systems) Quick to setup and administer
26. POLL #2 Let’s vote on which toy Stella gets to play with today? Ball Chicken Bear
27. MOBILE WEB-- A mobile websites should not just be accessing a website on your mobile device Mobile websites are not the same as the website you see on your lap/desktop Prioritize the content Future of mobile websites- HTML 5
29. MOBILE WEBSITES- best practices Prioritize most visited content Simple options One column experience, avoid frames Require few clicks Top to bottom navigation Add calls to action Provide click to call Create mobile specific content (directions, company overview, etc)
30. MOBILE WEBSITES- good examples Desktop version Mobile website app for home screen Mobile version
38. MOBILE APPS-what are they? Also known as “Native” mobile apps Small applications that are downloaded to your smartphone that run quick and specific processes Utilizes your smartphone’s native capabilities—camera, GPS, voice recorder Does not necessarily need to be connected to the Internet to function Can be updated to add more functionality
39. MOBILE APPS-where do you get them? Mobile applications—applications for smartphones that are downloaded from an “app store” Apple’s iPhone—”App Store” Android—”Android Market” Blackberry—”Blackberry App World” Windows—”Windows App Store” Nokia—”Ovi Store”
40. MOBILE APPS—why use them? Don’t necessarily need Internet connection to use Quicker load and have better performance To have the cache of having your brand searchable in the app store Built to use the functionality of each platform, dimensions, etc—very intuitive design To take advantage of features of the smartphone like camera, GPS, microphone
41. MOBILE APPS—What you should consider carefully Which platforms to build on? –Each is built on different languages and use the intuitive behaviors of each platform How will you know which platforms your members want? What is your budget?
42. MOBILE APPS- types of apps associations have produced Industry Best Practices Legislative Alerts Tools and Resources Association Journals Podcasts Tips and Tricks Location-Based Services Educating the Public Events Comprehensive Association Apps
53. MOBILE APPS—questions you should be asking What is our Goal for the mobile app? Who are we trying to reach? What is our budget? Do we have the internal bandwidth and expertise on multiple programming languages? How will we test it and market it? If using an app for a conference, how will we plan for time zone changes (CMS)? Which platforms? What will our measure of success be? How will we help our members do their jobs better?
54. MOBILE APPS—how can mobile help your members? Are your members looking to your association for advice on how to use mobile in their professions? What is your association doing to help them? Professional association app store?
55. MOBILE APP DEVELOPERS There are quite a few mobile app developers out there, here’s a link to a pretty comprehensive list http://www.growthvine.com/resources/mobileappdevelopers/
57. QR CODES Quick response or Quick Ready codes are 2D bar codes QR reader apps (like those found here: http://www.growthvine.com/resources/qrcodereaders/ ) can use your smartphone’s camera to take a picture and read the QR code
58. QR CODE CAPABILITIES URL Phone number, email address or complete contact info (vCard) Text SMS message Calendar event Geolocation
59. QR CODE CREATION Quick & easy Free Able to promote branding (colors & logos) Can be edited without changing the contents Use as few characters as possible Use a URL shrinker if possible (http://bit.ly, http://goo.gl) QR Code Generators- http://www.growthvine.com/resources/qrcodegenerators/
60. QR CODE USES-MOBILE MARKETING Sign in Atlanta airport LINK TO URL Mobile websites Contact info Videos (YouTube/Vimeo) Program guide at event Link from print publications to online ads Scan QR code from mobile Click to play video ad
61. QR CODES at EVENT-Example Society for Vacuum Coaters Annual Meeting Membership—800-1000, 90% male, avg age 50 Challenge—trying to find new ways to attract and appeal to younger members Chicago Hyatt Regency (approached by Hyatt at last minute) 1287 registrants at conference (706 full conference attendees/581 Exhibit booth staff) Technical Program, 2 Symposia, highlighted keynote speakers
62. QR CODE MARKETING-Outdoor Signage Use QR code reader to translate Links to website advertising Lynchburg, VA
63. QR CODE MARKETING-In STORE Use QR code reader to translate In-store promo that links to Astepro- allergy medicine
64. QR CODE MARKETING- Onsite Use QR code reader to translate At car show on the windshield of a MINI Links to iPhone App Store for Virtual MINI app
68. QR CODES—SVC event Lessons learned More time to promote it Include in more marketing material Physical placement of QR codes and what they linked to is important Will they do it again—YES!
69. QR CODE TEXT Email address Phone number vCard Text
70. QR CODES ideas & things to consider Free—why not try it out! Provide links to QR reader apps for different mobile devices Link to mobile-friendly results Placement of QR codes (front of t-shirt—bad, back of t-shirt—good) Personalize, but TEST, TEST, TEST
72. RFID-Radio Frequency IDentification RFID uses radio waves to allow a reader or scanner to communicate with a device that some sort of electronic tag built into it (think SmartTrip metro card) TRANSACTIONAL
73. RFID uses Current uses Used in badges at events to measure expo floor traffic Used at events to allow entrance into paid sessions Used at some hotels as key cards Used at sporting events for timing chips
74. RFID specs RFID range can be from 1 foot but amplified to more than 300 feet Typically requires power from a reader
75. NFC-Near Field Communication More secure than RFID, within a few inches Newer technology but NFC chips are compatible with RFID Why the switch to NFC from RFID---it’s MUCH smarter and more secure RFID is transactional NFC is INTERACTIVE
76. NFC—barriers to entry Required new infrastructure Handset manufacturers Retailers Service providers Who would be first? Android Nexus S
77. “2011 is—finally—the year that NFC begins to matter. The market will finally move away from the trial stage in regions where NFC infrastructure is in place” Forrester Research- 2011 Mobile Trends report
78. PROMISES OF NFC Pay for purchases Reward Card Consolidation Location Based Networks Redeem coupons Virtual ID Personalization Services
84. MOBILE CHALLENGE WIN 60 minute mobile strategy consultation with GrowthVine Question: Whatis the name of the first phone sold in the US to have NFC embedded in? Email Kelly: Kelly Flowers Principal, Mobile & Social Strategy GrowthVine, LLC 703-598-4614 Kelly@GrowthVine.com @GrowthVine @Kelly_Flowers
Hinweis der Redaktion
Many analysts predicted that 2011 would be “the year of mobile”, but now they’ve actually uncovered that in the 4th quarter of 2010, more SMARTPHONES were purchased than PCs. I guess this just supports other statements I’ve heard or read like:EVERY FOUR SECONDS A BABY IS BORN AND 15 MOBILE PHONES ARE PURCHASED!OR my favorite…WORLDWIDE, THERE ARE MORE MOBILE PHONES THAN TOOTHBRUSHES…
NFC is a subset of RFID and provides more security and requires closer proximity (
NFC devices like new smartphone devices can read passive RFID tags and extract info stored in them. Example, if an exhibitor at your conference had a poster with a passive RFID tag in it, and an attendee with an NFC smartphone tapped it, you could instantly be entered into their drawing or receive a discount.NFC takes RFID a step further by putting the RFID chip in something that can do its own computing, like a mobile phone. So the phone itself can download coupons, for instance, and put the coupon data onto the RFID chip before it's tapped.
Analysts from FORRESTER RESEARCH are saying that this year, NFC will start to matter in the US
