iPhone, iPad, iDon’t Know How to Connect with Our Organization’s Mobile Audience…

November 16, 2011

Christina KlenoticVice President

Ann PostonSenior Manager,

Communication DesignThe Cleveland Orchestra

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

Agenda

2

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

3

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

4

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%)

5

Usage Trends –Tablets (continued)

How nonprofits are using tablets

Storytelling with key audiences

Forms and field data collection (surveys, petitions)

Donation processing

6

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?

7

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

8

Types of Mobile Marketing Channels

Mobile website

QR codes

Mobile ads

Location-based services

Texting campaign

Apps

9

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

10

Susan G. Komen

Mobile websites

11

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

12

PlayhouseSquare Foundation

QR Codes

13

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

14

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

15

Urban Ministries of Durham

Foursquare

16

Text campaigns

Types of campaigns Text-to-give

Volunteer sign-up

Event/promotions publicity

Opt-in input from constituents, donors

17

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

18

Text campaigns American Red Cross (Mobile Accord’s mGive Platform)

19

The Cleveland Orchestra

Cleveland Orchestra Mobile Marketing Program

Overview of program

How to get started

Helpful tools/vendors

Lessons learned

21

Mobile Communication Channels

Mobile web site

App

Text alerts

QR codes

Social media (e.g., Facebook, Twitter, Blog)

22

A Mobile Website vs. an App

Cleveland Orchestra Mobile Web site

Cleveland Orchestra Mobile App

23

A Mobile Website vs. an App

Cleveland Orchestra Mobile Web site

Cleveland Orchestra Mobile App

24

A Mobile Website vs. an App

Cleveland Orchestra Mobile Web site

Cleveland Orchestra Mobile App

User: AccessibilityOrganization: Metrics, Notifications

25

Mobile Marketing in other Geographies

Chicago Symphony Orchestra

26

Mobile Marketing in other Geographies (continued)

Chicago Symphony Orchestra

27

Mobile Marketing in other Geographies (continued)

New York Philharmonic

28

Mobile Marketing in other Geographies (continued)

New York Philharmonic

29

Outbound Mobile Marketing

Text Alerts

Push Notifications

QR Codes

30

Social Media

31

Resources

Mobile Technology for Nonprofit Profit Organizations LinkedIn Group

Google Mobile Ads Blog

Mobile Marketing Association

Mobile Marketing Magazine

MobileCommerceDaily.com

Mashable

32

Questions?

iPhone, iPad, iDon’t Know How to Connect with Our Organization’s Mobile Audience…

November 16, 2011

Christina KlenoticVice President

Ann PostonSenior Manager,

Communication DesignThe Cleveland Orchestra