Mapping Mobile Technologies to Strategies
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Transcript of Mapping Mobile Technologies to Strategies
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10/7/2013 #bbcon 1
Mapping Mobile Technologies to Strategies
PRESENTED BY
DAVID BALCOM, AMERICAN CANCER SOCIETY
SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION
DONNA WILKINS, CHARITY DYNAMICS
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10/7/2013 #bbcon 2
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10/7/2013 #bbcon 3
Donna Wilkins
CEO and Founder
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10/7/2013 #bbcon 4
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10/7/2013 #bbcon 5
THREE QUESTIONS
1.Who is your audience?
2.What is your message?
3.What is your call to action?
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10/7/2013 #bbcon 6
WHO IS YOUR AUDIENCE?
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10/7/2013 #bbcon 7
UNIVERSITY STUDENTS
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10/7/2013 #bbcon 8
ACTIVE MOMS
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10/7/2013 #bbcon 9
• Existing Audience
• New Audience
• Underserved Audience
QUESTIONS TO CONSIDER FOR AUDIENCE
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10/7/2013 #bbcon 10
WHAT IS YOUR MESSAGE?
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10/7/2013 #bbcon 11
• Simple or Complex?
• Push or Pull?
WHAT ARE THE CHARACTERISTICS OF
YOUR MESSAGE?
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10/7/2013 #bbcon 12
SIMPLE OR COMPLEX?
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10/7/2013 #bbcon 13
PUSH OR PULL?
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10/7/2013 #bbcon 14
WHO IS YOUR CALL TO ACTION?
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10/7/2013 #bbcon 15
•Read
•Share
•Interact
•Financial Transaction
ACTION TYPE
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10/7/2013 #bbcon 16
READ
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10/7/2013 #bbcon 17
SHARE
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10/7/2013 #bbcon 18
TRANSACTIONS
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10/7/2013 #bbcon 19
MOBILE AND THE
AMERICAN CANCER SOCIETY
David Balcom
Managing Director, Digital
September 30, 2013
cancer.org
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10/7/2013 #bbcon 20
The American Cancer Society is a nationwide,
community-based voluntary health organization
dedicated to eliminating cancer as a major health
problem. Headquartered in Atlanta, Georgia, the ACS
has 11 geographic Divisions, more than 900 local
offices nationwide, and a presence in more than 5,100
communities.
ABOUT THE AMERICAN CANCER SOCIETY
cancer.org
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10/7/2013 #bbcon 21
Align Mobile with
Society Brand
and Digital
Channel
strategies,
Social, Web,
Search, Email
strategies
STRATEGIC ALIGNMENT
ACS BRAND STRATEGY
DIGITAL CHANNEL STRATEGY
Social Strategy
Mobile Strategy
Web, Search, Email
Strategies
stay well, get well, find cures, fight back
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10/7/2013 #bbcon 22
Mobile Web
m.cancer.org
m.relayforlife.org
m.makingstrideswalk.org
Mobile Apps
Making Strides Against Breast Cancer
Relay For Life
MAJOR MOBILIZATIONS
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10/7/2013 #bbcon 23
MAJOR MOBILIZATIONS
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10/7/2013 #bbcon 24
• Site launched in October 2011
and Refreshed in October
2012
• Key performance indicators all
show positive growth
• Enthusiastic reception by ACS
staff, consumers, media
M.CANCER.ORG
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10/7/2013 #bbcon 25
MOBILE CONTENT USAGE DIFFERS
January 2013 GA Data, Page Views
Desktop Rank
Desktop Page www.cancer.org
Mobile Page m.cancer.org
Mobile Rank
1 Homepage Signs & Symptoms of Cancer 1
2 Calorie Counter Calorie Counter 2
3 Donate Homepage 3
4 Signs & Symptoms of Cancer Guide to Quitting Smoking 4
5 Learn About Cancer Index Page Learn: Lymph Nodes and Cancer 5
6 Find Support & Treatment Index Page Testicular Cancer, Signs and Problems 6
7 Guide to Quitting Smoking Espanol: Signs & Symptoms of Cancer 7
8 Employment Opportunities Donate 8
9 Espanol: Signs & Symptoms of Cancer Do I have Testicular Cancer? 9
10 Cancer Facts & Figures Learn: Ovarian Cancer Early Symptoms 10
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10/7/2013 #bbcon 26
• Information and fundraising features for both registered participants and those interested in learning about Relay
• Accepts donations and allows for mobile registration
• Single source publishing across multiple platforms and content owners
• Seamless mobilization across two desktop environments, UCM and Blackbaud.
• No additional support work for field and event staff
M.RELAYFORLIFE.ORG
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10/7/2013 #bbcon 27
MAKING STRIDES AGAINST BREAST
CANCER – FULLY MOBILIZED!
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10/7/2013 #bbcon 28 cancer.org
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10/7/2013 #bbcon 29
• Shortened mobile registration –
eager to learn and apply lessons
across programs
• Fundraising results
• Comparo with former web
approach
• Relationship with app
WHAT ARE WE EVALUATING?
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10/7/2013 #bbcon 30
STRIDES APP
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10/7/2013 #bbcon 31
RELAY FOR LIFE APP
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10/7/2013 #bbcon 32 cancer.org
Backup
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10/7/2013 #bbcon 33
MOBILE REACHES KEY DEMOGRAPHICS
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10/7/2013 #bbcon 34 cancer.org
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10/7/2013 #bbcon 35
• Work from a plan
• Develop a style guide
• Think multi-channel
• Balance mobile web and apps (everything
doesn’t need an app!)
• Don’t buy into responsive – unless you
should
• Pick a great partner.
CONSIDERATIONS
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10/7/2013 #bbcon 36
AMERICAN DIABETES ASSOCIATION
SPECIAL EVENT MOBILE STRATEGY
Shana Masterson
@npshana
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10/7/2013 #bbcon 37
2012 – 2015 Organizational Priorities
Improve outcomes for people with diabetes and prediabetes
Expand the field of diabetes research
Give voice to those denied their rights because of diabetes
Heighten the nation’s sense of urgency for the growing diabetes
epidemic
***Build our capacity for success***
See full strategic plan:
http://main.diabetes.org/dorg/PDFs/American_Diabetes_Association-2012-2015-Strategic-Plan.pdf
ABOUT ADA
--Total revenue for the period of 2012 – 2015 will meet or exceed $1
billion.
--Achieve revenue growth for special events that will outpace that
of the overall Association, fueled by accelerated growth of our
signature campaigns.
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10/7/2013 #bbcon 38
Signature Campaigns:
120 events, 120K participants 88 events, 62K participants
$24M raised $26.5M raised
Other Campaigns:
SPECIAL EVENTS
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10/7/2013 #bbcon 39
Mobile “optimized” boutique
sites – Same for mobile and
tablet
TeamRaiser difficult to
“mobilize”
Most frequent click-through:
“View complete site”
Donation forms optimized in
Fall 2012
PRE-2013 MOBILE
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10/7/2013 #bbcon 40
Allow participants to fundraise on
their phones!
Launched 2011
Integrated with email, Facebook
and Step Out/Tour center!
Current year – 123% app revenue
increase for Tour. 53% for Step
Out.
MOBILE APPS!
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10/7/2013 #bbcon 41
OUR FIRST RESPONSIVE SITE –
MARCH 2013!
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10/7/2013 #bbcon 42
SOLIDIFYING OUR APPROACH
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10/7/2013 #bbcon 43
EARLY RESULTS
STEP OUT 2012 2013
Traffic 5.2% 33%
Bounce Rate
Tablet
Mobile
49%
65%
28%
29%
Time on Site
Tablet
Mobile
1:49
1:08
3:58
2:44
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10/7/2013 #bbcon 44
Currently testing text messaging
Further email improvement for mobile needed
QR codes – limited results
Possibly losing personal donations via mobile/tablet
Local staff can “break” responsive, need additional
mobile training
i-donors donation average is 40% more than Android
donors
TeamRaiser adapting quickly to responsive
NOW WHAT?
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10/7/2013 #bbcon 45
SUMMARY: THREE QUESTIONS
1.Who is your audience?
2.What is your message?
3.What is your call to action?
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10/7/2013 #bbcon 46
THANK YOU
DAVID BALCOM, AMERICAN CANCER SOCIETY
SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION
DONNA WILKINS, CHARITY DYNAMICS