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Semelhante a Webinar Mobile Technology Latinos
Semelhante a Webinar Mobile Technology Latinos (20)
Webinar Mobile Technology Latinos
- 1. Reaching Hispanics with Mobile Media for Health Messaging
- 3. Hispanics & Mobile Media
- 5. Latinos: Sophisticated Mobile Users TEXT MESSAGING SMS PICTURE DOWNLOADS MOBILE INTERNET EMAIL MOBILE VIDEO Features used in the past 30 days by ethnicity HISPANIC WHITE BLACK/AFRICAN ASIAN/PACIFIC ISLANDER NATIVE AMERICAN OR ALASKAN NATIVE OTHER 77% 61% 75% 68% 65% 73% 29% 14% 26% 24% 15% 22% 43% 25% 39% 38% 26% 34% 23% 36% 37% 24% 32% 38% 7% 14% 17% 8% 12% 16% Key mobile data services used on device in past 30 days by ethnicity U.S. subscribers (n = 71,210). Source: The Nielsen Company
- 6. Hispanic Mobile Phone Users US Mobile Phone Users by Age, February--March of 2010 (millions and percent of total) 13-17 10.8% 18-24 22.3% 25-34 28.4% 35-44 18.5% 45-54 12.3% Note: total = 15.15 million; numbers may not add up to total due to rounding Source: comScore, provided to eMarketer, May 12, 2010 55-64 65+ 4.3% 3.4%
- 8. Hispanics Accessing the Wireless Web 29% Hispanics Engage Daily Online on Cell Phone
- 17. CDC Mobile Site
- 27. Reaching Hispanics with Mobile Media for Health Messaging THANK YOU FOR JOINING US TODAY For a copy of this presentation contact: Carlos Velázquez [email_address]
Notas do Editor
- 31 million U.S Hispanics have a mobile phone, by age 17 the penetration of wireless services among U.S Hispanic teens is 78% Spend more time interacting via mobile phones than through landlines or their PCs. 87% have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today Latinos engage more fully on their mobile devices, with 71% consuming mobile content compared to the market average of 48%. (Mobile Marketing Association, Advertising Age, FCC)
- Latinos are also much more likely to use the full feature set on their mobile devices, over-indexing in the use of SMS, MMS, cameras, downloads, email, internet and gaming functions. (http://adage.com/cmostrategy/article?article_id=144941)
- As of 2009, 97% of large charitable organizations studied were using some form of social media.
- More than half of all U.S Hispanics regularly use text messaging Text messaging has increased 59% YOY among Hispanics Latinos aged 16-25 years old use their mobile phones more for text than they do for talking (Pew Hispanic Center) Responding to mobile marketing text messages is up 74% vs. last year
- "The most important platform in the world for collecting and delivering targeted and tailored health information during the first half of the 21 st Century will be mobile phones. Mobile phones and integrated wireless devices will revolutionize the practice of public health and touch billions of lives around the world. “ Dr. Jay Bernhardt, former Director for the National Center for Health Marketing
- Text (or SMS) messaging is growing in all age groups. (1) http://network.nshp.org/group/hispanicprprofessionals/forum/topics/lost-in-translation-reaching 98% of all phones are text message capable. (2) http://www.slideshare.net/jaybernhardt/mhealth-the-future-of-health-is-mobile-3078967 Sending text message calls to action cuts through the clutter and reaches recipients immediately, exactly where they are, on a device that never leaves their side Facilitates interactive communication and community SMS Marketing Shows High Open Rates, Close To 'guaranteed Read' Have to opt in, these are people interested in being connected with your organization. Cost-effective, fast, and produces good results.
- SMS offers very little space to convey a message so you need to think hard about how to best leverage 160 characters to engage your audiences. The fact that texting costs money might discourage even people who are interested in your cause/organization from subscribing. Even when you do find loyal subscribers you will automatically lose them when they change phones or carriers
- As a component of a larger integrated communications program. To raise awareness. As an instrument for research. To be creative. To extend a current campaign. To get recipients to take action (sign a petition, e-mail a congressmen, call a hotline)
- For example, texting “DC Deals” (the keyword) to 7777 (the short code) will subscribe users to receive weekly restaurant/bar deal sand coupons in DC area
- As part of the exercise to understand their audience, should survey their clients on how they use their cell phones to inform the best strategy. Important to understand how you’re your clients perceive the issue, how it’s impacting their lives, and what they are currently doing in response to it. Target Audience: Who you want to reach and what kind of information will be of most interest to them? Objectives: what are you trying to achieve? What do you want message recipients to do once they receive your message? What is your call to action? Budget: Keep in mind that the cost of a mobile marketing program varies depending on the amount of keywords used, the number of message recipients, and the number of messages sent.
- 160 characters isn’t a lot of space, so you need to be as clear and concise as possible Use commonly used abbreviations where possible to help with the character count (United States=US, Important= IMPT) Use punctuation only when necessary for clarification or emphasis Messages need to be clearly branded so recipients immediately know who the message is coming from Provide clear opt-out instructions on a regular basis to ensure that your are always only messaging interested parties
- Incorporate call to actions in your messaging and make it clear exactly what it is you want message recipients to do Phone numbers should always utilize a click to call feature so recipients can easily and immediately connect to the number without having to manually enter it If you want recipients to visit your site, make sure you have a mobile site or that your traditional site is optimized for mobile web browsing
- Vanity short code: Although these were recently more expensive, costs are dropping and some providers can provision a vanity short code for less than $2000 dollars, although a month or two of setup time is not uncommon. You should also expect to pay at least $1200-$1700/month for ongoing maintenance and support. The options range from the most to least expensive and also reflect the amount of time required. A vanity short code - The most expensive option. A vanity short code usually spells out a content provider’s name, brand, an associated word or is an easy to recall number or sequence, e.g. DISNEY=347639 or 88888.Although these were recently more expensive, costs are dropping and some providers can provision a vanity short code for less than $2000 dollars, although a month or two of setup time is not uncommon. You should also expect to pay at least $1200-$1700/month for ongoing maintenance and support. A dedicated short code - This option costs less, perhaps in the $1100-1700 dollar price range, but can also take a lot of time and will likely be cost prohibitive for most nonprofits, as monthly maintenance costs can be close to $1000 dollars.
- Dedicated short code: This seemed to be an interesting option for a group of nonprofits. A group of nonprofits could contemplate investing in a shared short code that they all could use with their clients, each being able to use a different keyword against the code to provide different information/messages. For example, a group of non-profits in the Washington DC area could work together to share a random short code, let’s say 484848. Each of them could have one or more keywords configured on that short code, for example, one organization could opt-in subscribers by having them txt “FLUVACCINE” to 484848, and a different organization could opt-in subscribers by having them txt “GRIPE” to 484848. Shared short code: Although this option is less expensive, it may be a bit risky in that if your clients mistype the keyword they may get the wrong text message back. Desktop phone: At the same time, if you have a small number of clients with whom you are in regular contact, this can be a very effective way to interact with them.
- Inset textmark image. Mention that this a shared shortcode option provided by a third party (the second to cheapest option)
- This pilot will assess the effectiveness of using mobile technology to disseminate short health messages that promote steps the public can take to reduce the spread of influenza and other ways they can protect their health
- Ninety percent of Americans have mobile phones, so texting is the easiest way to start a digital relationship with anyone.
- http://www.cdc.gov/mobile/ Enter CDC mobile IMAGE here Mobile Marketing Best Practices: http://www.diosacommunications.com/mobiletechnologybestpractices.htm