Creating a Mobile Strategy
Kelly McIvor
@kjmcivor
October 18, 2011
“Mobile marketing is no longer something companies
need to try – it's something they need to do.”
Creating a Mobile Strategy
Contents
•The State of Mobile
Creating a Mobile Strategy
Contents
•The State of Mobile
•Types of Mobile Media
Creating a Mobile Strategy
Contents
•The State of Mobile
•Types of Mobile Media
•Define Your Objectives
Creating a Mobile Strategy
Contents
•The State of Mobile
•Types of Mobile Media
•Define Your Objectives
•Know Your Audience
Creating a Mobile Strategy
Contents
•The State of Mobile
•Types of Mobile Media
•Define Your Objectives
•Know Your Audience
•Define Your Strategy
Creating a Mobile Strategy
Contents
•The State of Mobile
•Types of Mobile Media
•Define Your Objectives
•Know Your Audience
•Define Your Strategy
•Technology Choices
Creating a Mobile Strategy
Contents
•The State of Mobile
•Types of Mobile Media
•Define Your Objectives
•Know Your Audience
•Define Your Strategy
•Technology Choices
•Integration Planning
Creating a Mobile Strategy
Contents
•The State of Mobile
•Types of Mobile Media
•Define Your Objectives
•Know Your Audience
•Define Your Strategy
•Technology Choices
•Integration Planning
•Selecting a Vendor
Creating a Mobile Strategy
The State of Mobile
•Number of American adults (13+) with a mobile
phone2: 234 million
1 Cellular Telephone Industry Association, 2011
2 ComScore, October, 2011
3 Ipsos/Google, July, 2011
Creating a Mobile Strategy
The State of Mobile
•Number of American adults (13+) with a mobile
phone2: 234 million
•Percent of mobile-only households1: 27
1 Cellular Telephone Industry Association, 2011
2 ComScore, October, 2011
3 Ipsos/Google, July, 2011
Creating a Mobile Strategy
The State of Mobile
•Number of American adults (13+) with a mobile
phone2: 234 million
•Percent of mobile-only households1: 27
•Percent who use text-messaging2: 71
1 Cellular Telephone Industry Association, 2011
2 ComScore, October, 2011
3 Ipsos/Google, July, 2011
Creating a Mobile Strategy
The State of Mobile
•Number of American adults (13+) with a mobile
phone2: 234 million
•Percent of mobile-only households1: 27
•Percent who use text-messaging2: 71
•Percent who access the web2: 42
1 Cellular Telephone Industry Association, 2011
2 ComScore, October, 2011
3 Ipsos/Google, July, 2011
Creating a Mobile Strategy
The State of Mobile
•Number of American adults (13+) with a mobile
phone2: 234 million
•Percent of mobile-only households1: 27
•Percent who use text-messaging2: 71
•Percent who access the web2: 42
•Percent of smartphones2: 40
1 Cellular Telephone Industry Association, 2011
2 ComScore, October, 2011
3 Ipsos/Google, July, 2011
Creating a Mobile Strategy
The State of Mobile
•Number of American adults (13+) with a mobile
phone2: 234 million
•Percent of mobile-only households1: 27
•Percent who use text-messaging2: 71
•Percent who access the web2: 42
•Percent of smartphones2: 40
•Percent of smartphone users who access the web
at least daily3: 78
1 Cellular Telephone Industry Association, 2011
2 ComScore, October, 2011
3 Ipsos/Google, July, 2011
Creating a Mobile Strategy
Types of Mobile Media
• Reach (% of mobile users)
• Ease of implementation (Scale 1-10)
• User-experience
Creating a Mobile Strategy
SMS / Text-Messaging
• Short/Long Codes
Creating a Mobile Strategy
SMS / Text-Messaging
• Short/Long Codes
• Build a database
Creating a Mobile Strategy
SMS / Text-Messaging
• Short/Long Codes
• Build a database
• Push-style content
Creating a Mobile Strategy
SMS / Text-Messaging
• Short/Long Codes
• Build a database
• Push-style content
Reach:
95%
Creating a Mobile Strategy
SMS / Text-Messaging
• Short/Long Codes
• Build a database
• Push-style content
Reach:
95%
User-experience: consistent, familiar
Creating a Mobile Strategy
SMS / Text-Messaging
• Short/Long Codes
• Build a database
• Push-style content
Reach:
95%
User-experience: consistent, familiar
Implementation: Easy
SMS
Hard
Creating a Mobile Strategy
= ??
Creating a Mobile Strategy
MMS
(Multi-Media Messaging Service)
• Barcodes/QR Codes
QR
MS Tag
Matrix
BeeTag
Creating a Mobile Strategy
MMS
(Multi-Media Messaging Service)
• Barcodes/QR Codes
• Images/pictures
QR
MS Tag
Matrix
BeeTag
Creating a Mobile Strategy
MMS
(Multi-Media Messaging Service)
• Barcodes/QR Codes
• Images/pictures
• Video
QR
MS Tag
Matrix
BeeTag
Creating a Mobile Strategy
MMS
(Multi-Media Messaging Service)
• Barcodes/QR Codes
• Images/pictures
• Video
Reach:
<40%
QR
MS Tag
Matrix
BeeTag
Creating a Mobile Strategy
MMS
(Multi-Media Messaging Service)
• Barcodes/QR Codes
• Images/pictures
• Video
Reach:
QR
MS Tag
Matrix
<40%
User-experience: inconsistent, unfamiliar, richer
BeeTag
Creating a Mobile Strategy
MMS
(Multi-Media Messaging Service)
• Barcodes/QR Codes
• Images/pictures
• Video
Reach:
QR
MS Tag
Matrix
<40%
User-experience: inconsistent, unfamiliar, richer
Implementation: Easy
QR
Pics
Hard
BeeTag
Creating a Mobile Strategy
Mobile Web
• Define your purpose
Creating a Mobile Strategy
Mobile Web
• Define your purpose
• Auto-detect mobile device
Creating a Mobile Strategy
Mobile Web
• Define your purpose
• Auto-detect mobile device
• Content is key
Creating a Mobile Strategy
Mobile Web
• Define your purpose
• Auto-detect mobile device
• Content is key
Reach:
75%
Creating a Mobile Strategy
Mobile Web
• Define your purpose
• Auto-detect mobile device
• Content is key
Reach:
75%
User-experience: consistent, familiar
Creating a Mobile Strategy
Mobile Web
• Define your purpose
• Auto-detect mobile device
• Content is key
Reach:
75%
User-experience: consistent, familiar
Implementation: Easy
Web
Hard
Creating a Mobile Strategy
Downloadable Applications
• Very interactive
Creating a Mobile Strategy
Downloadable Applications
• Very interactive
• Complex delivery
Creating a Mobile Strategy
Downloadable Applications
• Very interactive
• Complex delivery
• Expensive development
Application Marketplaces
Apple, Android, Rim, Windows, Nokia
Creating a Mobile Strategy
Downloadable Applications
• Very interactive
• Complex delivery
• Expensive development
Application Marketplaces
Apple, Android, Rim, Windows, Nokia
Reach:
25%
Creating a Mobile Strategy
Downloadable Applications
• Very interactive
• Complex delivery
• Expensive development
Application Marketplaces
Apple, Android, Rim, Windows, Nokia
Reach:
25%
User-experience: consistent, engaging
Creating a Mobile Strategy
Downloadable Applications
• Very interactive
• Complex delivery
• Expensive development
Application Marketplaces
Apple, Android, Rim, Windows, Nokia
Reach:
25%
User-experience: consistent, engaging
Implementation: Easy
Apps
Hard
Creating a Mobile Strategy
IVR
Integrated Voice Response
• Instant response
Creating a Mobile Strategy
IVR
Integrated Voice Response
• Instant response
• Interactive
Creating a Mobile Strategy
IVR
Integrated Voice Response
• Instant response
• Interactive
• Develop a database
Creating a Mobile Strategy
IVR
Integrated Voice Response
• Instant response
• Interactive
• Develop a database
Reach:
100%
Creating a Mobile Strategy
IVR
Integrated Voice Response
• Instant response
• Interactive
• Develop a database
Reach:
100%
User-experience: consistent, familiar
Creating a Mobile Strategy
IVR
Integrated Voice Response
• Instant response
• Interactive
• Develop a database
Reach:
100%
User-experience: consistent, familiar
Implementation: Easy
IVR
Hard
Creating a Mobile Strategy
Mobile Advertising
• Banner Ads
•Mobile/WAP sites
•In-game or in-application
•Landing Pages
Creating a Mobile Strategy
Mobile Advertising
• Banner Ads
•Mobile/WAP sites
•In-game or in-application
•Landing Pages
• SMS
•End-of-message Tags
•Full message
Creating a Mobile Strategy
Mobile Advertising
• Banner Ads
•Mobile/WAP sites
•In-game or in-application
•Landing Pages
• SMS
•End-of-message Tags
•Full message
• Advertising Networks
(adMob, Jumptap, others)
Creating a Mobile Strategy
Mobile Advertising
• Banner Ads
•Mobile/WAP sites
•In-game or in-application
•Landing Pages
• SMS
•End-of-message Tags
•Full message
• Advertising Networks (adMob, Jumptap, others)
• Direct to mobile site owner
Creating a Mobile Strategy
Questions?
Creating a Mobile Strategy
Content
SMS
Mobile Web
Application
Creating a Mobile Strategy
Content
SMS
SMS
Discovery
QR Code
Advertising
NFC
Mobile Web
Mobile Web
Application
Creating a Mobile Strategy
Content
SMS
SMS
Discovery
QR Code
Advertising
NFC
Mobile Web
Mobile Web
Application
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
•Understand your audience
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
•Choose the mobile media
Creating a Mobile Strategy
Working example
GoodPuppy.org
Mission: Eliminate cruelty to domestic pets through
identification, protection and education.
Creating a Mobile Strategy
Define your objectives
•Primary and secondary objectives
Creating a Mobile Strategy
Define your objectives
•Primary and secondary objectives
•Increase donations/sales
Creating a Mobile Strategy
Define your objectives
•Primary and secondary objectives
•Increase donations/sales
•Reduce costs
Creating a Mobile Strategy
Define your objectives
•Primary and secondary objectives
•Increase donations/sales
•Reduce costs
•Recruit volunteers
Creating a Mobile Strategy
Define your objectives
•Primary and secondary objectives
•Increase donations/sales
•Reduce costs
•Recruit volunteers
•Increase advocacy
Creating a Mobile Strategy
Define your objectives
•Primary and secondary objectives
•Increase donations/sales
•Reduce costs
•Recruit volunteers
•Increase advocacy
•Measurable
Creating a Mobile Strategy
Define your objectives
•Primary and secondary objectives
•Increase donations/sales
•Reduce costs
•Recruit volunteers
•Increase advocacy
•Measurable
•Consider a phased approach
Creating a Mobile Strategy
Define your objectives
•Primary and secondary objectives
•Increase donations/sales
•Reduce costs
•Recruit volunteers
•Increase advocacy
•Measurable
•Consider a phased approach
GoodPuppy example: Rescue 5 additional pets per week.
Creating a Mobile Strategy
Questions?
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
•Understand your audience
Creating a Mobile Strategy
Understand your audience
•Current vs. Desired
Creating a Mobile Strategy
Understand your audience
•Current vs. Desired
•Develop a mobile profile
•Devices
•Activities
Creating a Mobile Strategy
Understand your audience
•Current vs. Desired
•Develop a mobile profile
•Devices
•Activities
•Demographics
Creating a Mobile Strategy
Understand your audience
•Current vs. Desired
•Develop a mobile profile
•Devices
•Activities
•Demographics
•Historical patterns
Creating a Mobile Strategy
Understand your audience
•Current vs. Desired
•Develop a mobile profile
•Devices
•Activities
•Demographics
•Historical patterns
GoodPuppy example: current:
35-50yr old pet owners, urban,
tech-savvy
September 2010 “US Mobile Technographics®: 2010”
Mobile Technographics: Understanding The Connected Consumer
Creating a Mobile Strategy
Questions?
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
•Understand your audience
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
Creating a Mobile Strategy
Define the mobile strategy
•What do you want to offer/enable?
Creating a Mobile Strategy
Define the mobile strategy
•What do you want to offer/enable?
GoodPuppy example:
Objective: Rescue 5 pets/week.
Strategy: Allow real-time reporting and information
gathering including photo evidence and location
information.
Creating a Mobile Strategy
Define the mobile strategy
•What do you want to offer/enable?
GoodPuppy example:
Objective: Rescue 5 pets/week.
Strategy: Allow real-time reporting and information
gathering including photo evidence and location
information.
•What is your level of commitment?
Creating a Mobile Strategy
Questions?
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
Creating a Mobile Strategy
Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
•Choose the mobile media
Creating a Mobile Strategy
Choose the mobile media
•Based on your audience
Application
QR Code
SMS
Mobile Web
Creating a Mobile Strategy
Choose the mobile media
•Based on your audience
•Short-term vs. Long-term
Application
QR Code
SMS
Mobile Web
Creating a Mobile Strategy
Choose the mobile media
•Based on your audience
•Short-term vs. Long-term
•Device and platform features required
Application
QR Code
SMS
Mobile Web
Creating a Mobile Strategy
Choose the mobile media
•Based on your audience
•Short-term vs. Long-term
•Device and platform features required
•Mobile discovery vs. content
Application
QR Code
SMS
Mobile Web
Creating a Mobile Strategy
Choose the mobile media
•Based on your audience
•Short-term vs. Long-term
•Device and platform features required
•Mobile discovery vs. content
GoodPuppy example:
Phase 1: allow mobile user to upload a picture
Phase 2: create an application that allows
picture/movie-taking
Application
QR Code
SMS
Mobile Web
Creating a Mobile Strategy
Working example
GoodPuppy.org
Mission: Eliminate cruelty to domestic pets through
identification, protection and education.
Objectives: Rescue 5 additional pets per week.
Audience: current: 35-50yr old pet owners, urban,
tech-savvy
Strategy: Allow real-time reporting and information
gathering including photo evidence and location
information.
Media:
Phase 1: allow mobile user to upload a picture
using MMS
Phase 2: create an iPhone/Android application that
allows picture/movie-taking
Creating a Mobile Strategy
Questions?
Creating a Mobile Strategy
Integration
• Mobile should be a part of a larger strategy
Creating a Mobile Strategy
Integration
• Mobile should be a part of a larger strategy
• Strong Call-to-Action
Creating a Mobile Strategy
Integration
• Mobile should be a part of a larger strategy
• Strong Call-to-Action
• Compelling and valuable
Creating a Mobile Strategy
Integration
• Mobile should be a part of a larger strategy
• Strong Call-to-Action
• Compelling and valuable
Potential integration points
•Website
Creating a Mobile Strategy
Integration
• Mobile should be a part of a larger strategy
• Strong Call-to-Action
• Compelling and valuable
Potential integration points
•Website
•Printed material
Creating a Mobile Strategy
Integration
• Mobile should be a part of a larger strategy
• Strong Call-to-Action
• Compelling and valuable
Potential integration points
•Website
•Printed material
•Social networks
Creating a Mobile Strategy
Integration
• Mobile should be a part of a larger strategy
• Strong Call-to-Action
• Compelling and valuable
Potential integration points
•Website
•Printed material
•Social networks
•Email newsletter
Creating a Mobile Strategy
Selecting a vendor
•Strategy Development/Consulting
Creating a Mobile Strategy
Selecting a vendor
•Strategy Development/Consulting
•Media Specialists
(e.g. apps, SMS, Web)
Creating a Mobile Strategy
Selecting a vendor
•Strategy Development/Consulting
•Media Specialists
(e.g. apps, SMS, Web)
•Development shops
Creating a Mobile Strategy
Selecting a vendor
•Strategy Development/Consulting
•Media Specialists
(e.g. apps, SMS, Web)
•Development shops
Look for:
•depth of expertise
(how long in mobile)
Creating a Mobile Strategy
Selecting a vendor
•Strategy Development/Consulting
•Media Specialists
(e.g. apps, SMS, Web)
•Development shops
Look for:
•depth of expertise (how long in mobile)
•breadth of knowledge (which aspects of
mobile)
Creating a Mobile Strategy
Selecting a vendor
Self-Service Platforms
•Support the needed features?
•Who will operate/use the platform?
•What skills are required?
Creating a Mobile Strategy
Conclusion
•Define your objectives
Creating a Mobile Strategy
Conclusion
•Define your objectives
•Understand your audience
Creating a Mobile Strategy
Conclusion
•Define your objectives
•Understand your audience
•Define the strategy
Creating a Mobile Strategy
Conclusion
•Define your objectives
•Understand your audience
•Define the strategy
•Choose the mobile media
Creating a Mobile Strategy
Conclusion
•Define your objectives
•Understand your audience
•Define the strategy
•Choose the mobile media
•Integrate with other efforts
Creating a Mobile Strategy
The next workshop
•
•
•
•
Mobile
Mobile
Mobile
Mobile
Use in the Non-Profit Sector
Fundraising
Advocacy
Marketing and Advertising
October 25, 2011
Creating a Mobile Strategy
Contact
Kelly McIvor
kelly@atomicmobile.com
Creating a Mobile Strategy
Appendix A: The Mobile User-Story
“...the mobile use case is about either urgent need-to-know
or impulsive want-to-have data.”
- Steve Smith, Media Post: Mobile Insider
Target.com vs. m.target.com