Engagement on Mobile Platforms
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Engagement on Mobile Platforms
Oct. 28, 2013
Amy Gahranwww.contentious.com
@agahran
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bit.ly/fundingmobilepaper
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Links for this talk:
Bit.ly/communitymobile
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The mobile mindset
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Do you want to reach your
community?
They’re on their phones!
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Mobile is everywhere!
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Facebook: HUGE for
local engagement
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Engagement =
ACTION!
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Take out your phones!
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Mobile is PERSONAL!
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Adopt a mobile mindset
DARE: Try using your smartphone and/or tablet for
EVERYTHING!
...for one week.(even just a day or two)
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Mobile device& usage trends
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2012: Smartphone tipping point
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Mobile is taking over the internet
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“Nearly 2/3 of cell phone owners use their phone to
go online.
One in five cell owners do MOST of their online
browsing on their phone.”
Pew Internet, Sept. 2013
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You don’t have time to treat mobile as an afterthought
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Dude, where’s my community?
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The future is here.It just isn’t evenly distributed yet.
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U.S. Hispanics & Digital Divide • Least likely ethnic group to use internet overall.
1/4 don’t go online at all.
• But: MOST likely to go online via smartphone!
• Nearly 70% of Hispanic adults access web or e-mail from their phones.
• 60% say their phone is their PRIMARY form of internet access.
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Other cell-mostly demographics
• Young adults aged 18-29: 50%
• Didn’t complete high school: 45%
• Households earning >$30K/yr: 45%
• Non-Hispanic blacks: 43%
• Households earning $30-$50K/year: 39%
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Mobile web: Not just for the disadvantaged!
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Most mobile-connected groups
• Asian Americans -- by far!
• Households earning $150K+ /year
• College graduates (or some college)
• People under 30, esp. 16-17(30-49 not far behind!)
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What makes a killer mobile project?
ASK YOUR COMMUNITY! (well, sorta...)
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Local Mobile Market Researchbit.ly/mobilelocalsurvey
• Short, easy to do: 8 questions• Not demographics!• Devices, access behavior• Actionable info: Which mobile channels to
use first?• 25-50 every 6-12 months• Yes, mobile changes that fast
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A brief history of TABLETS!
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“We’re first! We’re best! Of course!”
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“Look ma, one hand!”
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“You can actually afford this!”
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Tablets Phablets (No, really!)
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“Wait, we do small too!”
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Bring it on!
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Not really in charge anymore…
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Tablet takeaways
• Q2 2013, most tablets in use are Android,not Apple.
• Kindle Fire: Most popular Android tablet.• Half of all tablets on market are small
models (less than 8”)• Affordable!• Replacing/augmenting laptops for many
consumers.
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Mobile isn’t just one thing.
It’s a diverse, moving target.
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Users often havemultiple screens.
Mobile is just part of a bigger media& engagement picture.
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Which parts of YOUR digital engagement
strategyshould be mobile?
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ALL of it!
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Where to start?
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“Native” app drawbacks
• Software project = expensive!• Platform-specific• App store approval (Apple)• Create awareness, encourage
downloads• 75% get opened 2X or less!• Maintenance & updates
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Links open in browser, even if
you have the app!
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8 mobile engagement ideas
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1. Mobile-friendly website:Core of mobile strategy
Inbound links = Engagement!
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PlannedParenthoodmobile site
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Responsive web design
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Responsive website design
• Qz.com • OaklandLocal.com• searchlightsandsunglasses.org
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2. Text alerts!
• SMS text messaging is the most popular non-voice phone activity
• Works on any phone.• Announcements or interactive• Use sparingly. It’s not free, and people hate
text spam.• Use a reputable SMS vendor or service.
Really: It’s not free!
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SMS interactivity tools
• Twilio.com: SMS & voice interactivity, customization. Huge developer community
• MobileCommons.com: Includes SMS and other tools. Comprehensive but very pricey, intended mainly for large orgs/projects
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3. Mobile-friendly e-mail
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4. Mobile social media
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4. E-book advantages
• Versatile for long-form content• Can be read on tablet or e-reader
apps as well as computers• Offline reading• Links, interactivity
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E-book challenges
• Format & packaging• Distribution • User education on non-Kindle apps• Content may get outdated
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E-books: The good
Kindle, ePub
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E-books: The cool
HTML5
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E-books: The ugly
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PDF=
Pretty Darn
Frightful!!!
(on mobile)72
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Send to Kindle button
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6. Call-in info lines
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7. Mobile Web app
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8. Native app: Voto Latino
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Future of mobile?
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You will be assimilated
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Links for this talk:
bit.ly/communitymobile
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