How Local Arts Agencies Can Make the Shift

Towards Mobile

Local Arts Basics WebinarAmericans for the Arts

June 3, 2015

Presenter

David DombroskyChief Marketing OfficerInstantEncore

Twitter: @ddombrosky

Webinar Agenda• Why should you be thinking about mobile

engagement?• How has mobile technology changed the

public’s expectations for access to information and services?

• What tools can you use to engage constituents via mobile devices?

• How are other arts councils shifting towards mobile?

• How can you get started?

• 60% of Internet traffic comes from mobile devices (source: comScore)

• Over 90% of US households use mobile devices (source: CTIA)

• 64% of US adults own a smartphone (source: Pew Research Center)

• 10% of US adults have smartphones but no other high speed Internet access in their homes (source: Pew Research Center)

Source: Pew Research Center

"Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home."

Mark Donovan, Senior VP of Mobile, comScore

Source: Global Web Index

US adults average 184 minutes per day on mobile devices.

Source: Flurry Analytics

Daily Global Mobile App Usage

Source: Flurry Analytics

The expectation that we can access relevant content and services on our mobile devices in our immediate context and moments of need.

- Forrester Research

Mobile moment - a point in time and space where we use our mobile devices in response to a desire for information, service or engagement.

To succeed in this mobile culture, arts councils must identify their constituents’ mobile moments and provide them with the information and services they desire – at that time, in that context.

We can’t afford to engage with mobile.

You most likely already participate in “mobilized” environments.

NOT TRUE.

Social Media Tools are “Mobilized”

QR Codes• QR = “quick

response”• Bar codes can be

linked to content• QR Code readers

are free• Generators are

also free. Ex: Goo.gl

Directing QR Codes to Content Not Optimized for Smartphones

FAIL

Best Practices for QR Codes• Give the end user a

mobile-friendly experience

• Have a clear call to action

• Use a code generator with analytics

Mobile Websites

• Websites intended to be opened on a mobile device within an Internet browser

• Accessible from all types of mobile devices

• Designed for touch screen navigation

• Require access to the Internet (3G, WiFi, etc.)

In April 2015, Google changed its search algorithm to give more weight in search results to those websites which they consider to be mobile-friendly.

But how do you know if Google considers your website to be mobile-friendly?

http://www.mobiready.com/

Tips for Making Your Website Mobile-Friendly

• Keep the layout simple and easy to navigate• Keep images to a minimum• Use .png or .gif images – faster to load• Use larger font sizes• Keeps links spaced out for touch-based navigation• Optimization plug-ins for current content management

systems (e.g. WordPress, Drupal, etc.)• Create a separate mobile site– For example: m.yourartscouncil.org instead of

www.yourartscouncil.org – Consider using free and low-cost services like DudaMobile– Redirect mobile users to your mobile site

Responsive Design

Responsive Design

Desktop/Laptop Tablet Smartphone

Mobile Apps

• Software designed for a mobile device

Mobile Apps

• Software designed for a mobile device

• Platform-specific

Mobile Apps

• Software designed for a mobile device

• Platform-specific• What can apps

do that mobile websites cannot?

• Apps are faster than mobile websites.

• Some apps are able to be used without access to an Internet connection.

• Apps allow you to access native features of the mobile device – like the camera or GPS

• Many apps have a feature called “push notifications” that allow you to send short text messages directly to your app subscribers.

Mobile Apps

• Software designed for a mobile device

• Platform-specific• What can apps

do that mobile websites cannot?

• Psychology of the end user

Mobile users open the internet browser on their phones when they are searching for something.

When mobile users want to engage with content repeatedly over time, they want an app for that.

Ex: ANDI

Ex: Art App Boston

Ex: Kalamazoo Arts

Ex: Art After Dark

Ex: Public Art PDX

Ex: Arts Wilmington

Ex: Artsplosure

Ex: Bologna Performing Arts Center

Ex: Park PGH

How can you get started with mobile?

• Identify the points in your constituents’ relationship with you when they are likely to have a “mobile moment.” Be sure to consider both on-site and off-site moments.

• Take stock of your mobile offerings. Which of those moments do you currently address with your mobile app, responsive website, social media, or other tool?

• Which moments are you not currently addressing?

How can you get started with mobile?

• Which gaps can you fill with free options like social media, online polling systems, etc.

• If you have a mobile app and/or responsive site, talk with your mobile developer or service provider.

• What cost-effective solutions do they have for expanding your offerings to address those missing mobile moments?

How can you get started with mobile?

• TIP: If you need to seek out a mobile developer, explore your local environment – ask your board members, research local companies, search for appropriate university programs, etc.

• TIP: If you seek out a mobile service or developer, research and approach at least three potential providers to see how they would help you fill the gaps in your mobile moments.

Questions?

David Dombroskydavid@instantencore.com

@ddombrosky