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Mobile Media Basic for Community Engagement
- 1. Mobile Media Basics for Community Engagement April 5, 2013 Amy Gahran www.contentious.com @agahran
- 3. 3 Amy Gahran • @agahran (Twitter & Instagram) • amy@gahran.com • contentious.com • bit.ly/chicagomobilelinks 3
- 4. 4 Do you want to reach your community? They’re on their phones!
- 6. 6 Mobile is taking over 6 “By 2015, more U.S. internet users will access the Internet through mobile devices than through PCs or other wireline devices.” IDC, Nov. 2012 forecast
- 7. 7 2012: Smartphone tipping point 7
- 8. 8 The future is here. It just isn’t evenly distributed yet. It just isn’t evenly distributed yet. 8
- 9. 9 Mobile digital divide: NIH 2010 • 62% of homeless youth own a cell phone. • 40% have a working phone. • 17% used their phone to call a case manager. • 36% to call either a potential or current employer. • 51% of youth connected with home-based peers on the phone. • 41% connected to parents. • That was 3 years ago!!!!! 9
- 10. 10 Mobile: over 1/3 of all digital media minutes digital media minutes 10
- 11. 1111 September 2012, Pew Internet
- 12. 1212
- 14. 14 U.S. tablet market share 14
- 15. 15 You don’t have time to treat mobile as an afterthought 15
- 16. 16 Dude, where’s my community? 16
- 19. 19 DARE: Try using your smartphone and/or tablet for EVERYTHING! ...for one week. (even just a day or two) (even just a day or two) (even just a day or two) (even just a day or two) (even just a day or two)19
- 20. 20 Small tablets = Big deal 20
- 21. 2121
- 22. 22 Local Mobile Market Research bit.ly/localmobilesurvey bit.ly/localmobilesurvey • Short, easy to do: 8 questions • Foundations or grantees could use • Not demographics • Devices, access behavior • Actionable info: Which mobile channels to use first? • 25-50 every 6-12 months • Yes, mobile changes that fast 22
- 24. 2424
- 25. 25 Problem with native apps: You can’t link into them! You can’t link into them! You can’t link into them! 25
- 26. 26 Links open in browser, even if you have the app! 26
- 27. 27 Mobile-friendly website: Core of mobile strategy Inbound links = Engagement! Inbound links = Engagement! Inbound links = Engagement! Inbound links = Engagement! 27
- 29. 2929
- 30. 3030
- 32. 32 Responsive site design • ClearAirChallenge.com • BostonGlobe.com • Qz.com 32
- 33. 33 Consider text alerts! • SMS text messaging is the most popular non-voice phone activity • Works on any phone. • Use sparingly. It’s not free, and people hate text spam. • Use a reputable SMS vendor or service. Really: It’s not free! 33
- 34. 3434
- 35. 35 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 35
- 39. 3939
- 40. 40 Native app: Voto Latino 40
- 41. 4141
- 42. 42 Use existing apps and services 42
- 43. 4343
- 44. 4444
- 46. 46 You will be assimilated 46
- 47. 47 Questions for you: • How comfortable are YOU with using mobile for media, services, connection? • How about your grantees? Are they comfortable? • How does your community use mobile? • Where is your local mobile digital divide? • What could you do next? 47
Notas do Editor
- comScore
- William Gibson. Tell Oakland bus story
- 2/3 US adults under 30 own smartphones - nearly 60% of ages 30-49 Do you consider people aged 50 and under to be a key demographic you want to engage? And they are on them their phones all the time. Are you?
- April 2012 BIA/Kelsey research: local search is going mostly mobile Very important for community projects -- do you want local people to find you? Local mobile search matters!
- Put it right up front. Lead with it. Make it part of everything you. Because if most of your planning and resources are going into a website meant to be accessed via computer....
- Tablets in the 7-inch range are more affordable and portable -- truly mobile iPad Mini, Nexus 7, Kindle Fire HD were among the most popular holiday gifts this past holiday season.
- Behavior is dfferent smartphones to tablets
- When you get some answers to these questions, you understand which device types to target first, and which services (esp. social media) to include as part of your mobile strategy.
- Now that you’re ready to plan your mobile strategy, what comes first? You need an iPhone app, right? NO!!!!
- Custom are really cool for some things. But too often they’re overkill Esp. for community news/engagement projects You may get there. But I almost guarantee you that building your own app is not where you should start with going mobile.
- This is where you want to start: A mobile-friendly website This is how plannedparenthood.org looks on a smartphone web browser. Very action focused People click a link from anywhere, and it launches. They don’t need to find, install or launch anything. Easier and cheaper to develop. Works on any mobile device.
- You don’t need to build a native app to deliver really cool, useful functionality “ near me” button triggers OS location permission request Database returns results NO TYPING!
- This is what the full site of Planned Parenthood looks like. If they weren’t mobile friendly, their efforts to serve women would be dead in the water.
- RedOxygen.com starts at 7 cents/message, prices go down for batches >1000
- Text4Baby: Popular national SMS campaign They did get the wireless carriers to send messages for free -- but they have J&J as a sponsor. And what’re you gonna say: I hate babies? In future, the carriers may give nonprofits a break on bulk SMS rates.
- Mobile Commons is great, powerful, too pricey for many community projects. Maybe not for foundations to get on behalf of grantees, hint hint
- Social media is another popular mobile activity. Obviously, share mobile-friendly links via social media whenever possible
- Twitter.com, YouTube.com: mobile web apps
- This is a great end use for data-driven community resources.
- Sometimes an app really does make sense. This Integrates with FB login Stores info offline, built-in newsfeeds, videos handy for voters to take to the polls
- If you’re going to offer this kind of functionality, you need the security & reliability a native app can offer.
- SeeClickFix is very popular for community engagement Also integrates nicely with your website.
- Reporting forms for mobile apps See Click Fix on left MePorter on right
- Of course, this is ultimately where mobile is heading. When you think about it, the Borg was really the ultimate in community engagement.