The Center for Community Solutions 11th Annual Telling Your Story: Nonprofits & The Media “iPhone, iPad, iDon’t Know How to Connect with Our Organization’s Mobile Audience…”

1. iPhone, iPad, iDon’t Know How to Connect with
Our Organization’s Mobile Audience…
November 16, 2011
Ann Poston
Christina Klenotic Senior Manager,
Vice President Communication Design
The Cleveland Orchestra

2. Agenda
 Adoption/usage trends
 Tips on how to create a mobile marketing strategy
 Best practices/case studies for mobile marketing channels
 Cleveland Orchestra case study
 Overview of mobile marketing program
 How to get started
 Helpful tools
 Lessons learned
 Resources
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3. Usage Trends
 By 2014, mobile internet users will outnumber wired users
 One half of web searches are done on a mobile device
 More than 300,000 mobile apps have been developed in 3 years;
apps have been downloaded 11 billion times
 One in four mobile apps is never used again after being downloaded
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4. Usage Trends – Smartphones
 90% of Americans would rather lose their wallet than their
Smartphone
 Of the world’s 4 billion mobile phones in use, 1.08 billion are
smartphones
 Almost 50% use their smartphones for social networking
 71 percent of smartphone users that see an ad on TV, in print or
online do a mobile search for more information
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5. Usage Trends –Tablets
 Ownership is higher among men than women
 iPad maintains the highest market share, at around 71%
 Top 5 activities for tablets:
 1. Browsing the web (88%)
 2. Email (84%)
 3. Playing games (72%)
 4. Social networking (60%)
 5. Viewing pictures (55%)
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6. Usage Trends –Tablets (continued)
 How nonprofits are using tablets
 Storytelling with key audiences
 Forms and field data collection (surveys, petitions)
 Donation processing
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7. Creating a Mobile Marketing Strategy
 Evaluate whether it’s a good fit for your organization
 What business need will a mobile application serve?
 Is your target audience mobile-savvy?
 Are you able to commit resources for development and ongoing
engagement?
 What’s your measurement strategy?
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8. Creating a Mobile Marketing Strategy
 Define the goals for your marketing campaign – generate leads,
retain existing donors, offer promotions, improve brand awareness,
etc.
 Determine which channels are most relevant for your target market
 Integrate your mobile strategy with your business objectives and
overall marketing strategy
 Plan how to maintain momentum
 Measure the results of the campaign and use the data to further
optimize the campaign
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9. Types of Mobile Marketing Channels
 Mobile website
 QR codes
 Mobile ads
 Location-based services
 Texting campaign
 Apps
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10. Mobile websites
 See how your site looks on a mobile device via howtogomo.com
 Optimize your site for mobile viewing
 Simplify your content/reduce text
 Initiate simple navigation
 Include clear calls to action
 Match the branding elements from your standard site
 Avoid Flash or Java
 Avoid pop-up windows
 Limit scrolling to one direction (vertically)
 Auto-detect mobile phones
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11. Mobile websites
 Susan G. Komen
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12. QR Codes
 Create content that is compelling and appropriate for quick,
mobile consumption
 Use a QR code generator
• Kaywa
 When selecting the size of your code, bigger is generally better
 Download a reader app in order to access the buried content.
• I-nigma
 Test it
 Add code by embedding the link or saving the image to a file
which you can print on collateral
 Check analytics to see how often downloaded
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13. QR Codes
 PlayhouseSquare Foundation
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14. Mobile ads
 Use Google Mobile Ads to purchase keywords for mobile
browsing as an addendum to your desktop SEO program
• Google now considering whether an advertiser has a mobile optimized site
when assessing ads quality for all AdWords campaigns
 Consider in-app ads
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15. Foursquare – Location-Based Social Media Site
 Claim your site
 Create a branded page
 Offer specials for charitable donations (either at your own venues or
with a retail partner)
 Mayor specials
 Check-in specials
 Host a mobile check-in contest
 In very specific cases, create a Partner Badge (fee)
 Add tips related to your cause at other locations
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16. Foursquare
 Urban Ministries of Durham
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17. Text campaigns
 Types of campaigns
 Text-to-give
 Volunteer sign-up
 Event/promotions publicity
 Opt-in input from constituents, donors
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18. Text campaigns
 How to get started
 Build a list
• Add a mobile subscribe field to website, collateral, social media
sites
 Decide on short code (need to outsource) vs. long code
 Consider cost
• Outsource support needed
• Eligibility, fees (Mgive vs. MobiPledge)
 Make sure website is optimized for mobile if providing a link in texts
 Create a text schedule
• Vary timing
• Less is more
 Research privacy, security issues
 Create a plan to promote your code
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19. Text campaigns
 American Red Cross (Mobile Accord’s mGive Platform)
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20. The Cleveland Orchestra

21. Cleveland Orchestra Mobile Marketing Program
 Overview of program
 How to get started
 Helpful tools/vendors
 Lessons learned
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22. Mobile Communication Channels
 Mobile web site
 App
 Text alerts
 QR codes
 Social media (e.g., Facebook, Twitter, Blog)
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23. A Mobile Website vs. an App
Cleveland Orchestra Cleveland Orchestra
Mobile Web site Mobile App
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24. A Mobile Website vs. an App
Cleveland Orchestra Cleveland Orchestra
Mobile Web site Mobile App
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25. A Mobile Website vs. an App
User: Accessibility
Organization: Metrics, Notifications
Cleveland Orchestra Cleveland Orchestra
Mobile Web site Mobile App
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26. Mobile Marketing in other Geographies
Chicago Symphony Orchestra
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27. Mobile Marketing in other Geographies (continued)
Chicago Symphony Orchestra
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28. Mobile Marketing in other Geographies (continued)
New York Philharmonic
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29. Mobile Marketing in other Geographies (continued)
New York Philharmonic
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30. Outbound Mobile Marketing
 Text Alerts
 Push Notifications
 QR Codes
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31. Social Media
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32. Resources
 Mobile Technology for Nonprofit Profit Organizations LinkedIn Group
 Google Mobile Ads Blog
 Mobile Marketing Association
 Mobile Marketing Magazine
 MobileCommerceDaily.com
 Mashable
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33. Questions?

34. iPhone, iPad, iDon’t Know How to Connect with
Our Organization’s Mobile Audience…
November 16, 2011
Ann Poston
Christina Klenotic Senior Manager,
Vice President Communication Design
The Cleveland Orchestra