Mobile Marketing 101

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1/31/2012What you talkin’ about Willis?TAPE 2012 Mid-Winter PowerfulPartnerships ConferenceSMS, WAPROI, API2D code, QR codeBounce rateFundraising PlatformMobile Marketing 1011Blah, Blah, Blahof 44Mobile Marketing 1012of 44www.NonprofitRD.comAgendaIntroductionFocus today is on the what, why and where to start1. What is “Mobile Marketing”? Why you need to start learning and acting Where to begin2. Types of mobile marketing3. Why is mobile marketing important?Mobile is just one way to connect Website and email is still #1 for most orgs4. Why for nonprofits and education orgs?5. Where to StartNot saying you should run out and do all of this nowMobile Marketing 101www.NonprofitRD.comNonprofit R D- www.NonprofitRD.com3of 44Mobile Marketing 1014of 44www.NonprofitRD.com1

1/31/2012Need strong foundation firstOnline hierarchy of needs Similar to Maslow’s HierarchyWhat isMobile MarketingWhen you do go mobile Focus on the basics there too See our suggestions laterMobile Marketing 1015of 44www.NonprofitRD.comMobile Marketing 1016of 448of 44www.NonprofitRD.comWhat is mobile marketingWikipedia.com marketing on or with a mobile device.Mobile Marketing Association (MMA) “a set of practices that enables organizations to communicate andengage with their audience in aninteractive and relevant mannerthrough any mobile device or network.”Types ofMobile MarketingMMA obile Marketing 101www.NonprofitRD.comNonprofit R D- www.NonprofitRD.com7of 44Mobile Marketing 101www.NonprofitRD.com2

1/31/2012Types of mobile marketingTypes of mobile marketingText Messaging / SMS (short message service)Mobile sites / Mobile Web Short messages sent to your phone, like email Open rates of 90% compared to email at 35% or lower Different than Text2Give, more about communicating Difficult for most small to medium orgs A version of your site that is “mobile friendly” Quickly becoming a “must have” Relatively easy to implementQR Codes (2D codes) EasilyScannablebar codes that take an action on mobile phone Send tourl, call phone number, pull up a map, enter a form,. etcMobile Marketing 1019of 44www.NonprofitRD.comMobile Marketing 10110 of 44www.NonprofitRD.comTypes of mobile marketingTypes of mobile marketingSmartphone AppsMobile Giving There’s an app for that. Small applications designed for smart phones. The app store you know Angry Birds.Mobile Advertising Mobile banners and posters, as well as mobile PPC. You see these when browsing on some sites with yoursmartphoneor doing a mobile search The holy grail of mobile marketing for NPO’s. Many variations– text2give is what most think of (Haiti) Can be expensive, difficult to implement and a bit more advancedthan most small or medium sized orgs can handle. Mobile optimized forms may be the better solution– easier toimplement.Email Marketing On average 16% of emails read on mobile device. Have seen as high as 40% depending on org and industry. Tied closely to the Mobile site (landing pages).Mobile Marketing 101www.NonprofitRD.comNonprofit R D- www.NonprofitRD.com11 of 44Mobile Marketing 10112 of 44www.NonprofitRD.com3

1/31/2012References and SourcesI have collected tons of stats and figures from manygroups including:Why is MobileMarketing ImportantMobile Marketing 101GoogleGartner ResearchCompuwareMobile Movement StudyProsper Mobile InsightscomScore13 of 44www.NonprofitRD.comCTIA – Wireless Assoc.Forrester ResearcheMarketerSmart OnlineConvioMobile Marketing 10114 of 44www.NonprofitRD.comMobile GrowthMobile Search and TrafficBecause they are everywhere and growing:Mobile Search 20% of all search traffic by 20124 Billion mobile phones in world / 1.08 Billion smartphones90% of US population has mobile phones / 50% have smartphonesMobile search has grown 4x since 2010327 Million wireless subscribers in US – 103.9% of population.Mobile traffic is tripling every yearMore subscribers than people ?!? It’s the devices, people have more than one now.31.6% of households are “Wireless Only”Mobile is Social 55% of twitter traffic is mobile / 43% of facebookBy 2014 Mobile internet will surpass desktop internet traffic (some say2013!)Mobile Marketing 101www.NonprofitRD.comNonprofit R D - www.NonprofitRD.com15 of 44Mobile Marketing 10116 of 44www.NonprofitRD.com4

1/31/2012How important is it?Why important?Don’t leave home without it It’s a huge wave and speeding up 82% of Americans never leave the house without their mobile phone More likely to return home if they forget their smartphone than theirwallet90% of Americans would rather lose their wallet than theirsmartphone Faster growth than any technology we have seen thus far People LOVE their phonesPeople are starting to expect it Quickly becoming a standard – much like other technologies Need to meet this expectation33% would rather give up sex than thier smartphone39% use mobile phone while going to the bathroomMobile Marketing 10117 of 44www.NonprofitRD.comMobile Marketing 10118 of 44www.NonprofitRD.comWe have seen this before Remember people asking:Why for nonprofits andEducational Organizations? Why do I need to have a website? (mid 1990’s) Why do I need to do online fundraising? Why do I need a social media presence?This is where the users are going and hanging out Will they see you or someone else?“I skate to where the puck is going to be, not where it hasbeen.” - Wayne GretzkyMobile Marketing 101www.NonprofitRD.comNonprofit R D - www.NonprofitRD.com19 of 44Mobile Marketing 10120 of 44www.NonprofitRD.com5

1/31/2012Trends moving in this directionPeople are starting to expect itSimilar to what we have seen in other industriesMore and more are expecting some mobile presence Online shopping Airlines – online booking iTunes – 1st Billion 6th Billion Online Fundraising57% would not recommend a businesswith a bad mobile website40% have turned to a competitors siteafter a bad mobile experienceThe Hockey StickMobile Marketing 10121 of 44www.NonprofitRD.comMobile Marketing 10122 of 44www.NonprofitRD.comDemographic targetsGoogle and SEOWomen and moms use mobileGoogle is VERY interested in mobile Moms 18% more likely to have smartphone than average population 2 out of 3 moms use mobile to access web Fastest growing buyers of iPhones 2009 - 22% used mobile internet – 2011 – 62% use User experience is Google’s main concern Google has a mobile robot Google has a mobile portalSearch Engine Optimization (SEO)Attract younger donors Different search results on mobile devices Bounce Rate – users leaving your site after one page Much more likely to use and expect mobile Older donors are going away need to cultivate new donorsMobile Marketing 101www.NonprofitRD.comNonprofit R D - www.NonprofitRD.comhttp://www.howtogomo.com – how to go mobile. from Google23 of 44Mobile Marketing 10124 of 44www.NonprofitRD.com6

1/31/2012Also It’s easier than you thinkJust need to know where to start and what to focus onWhere to Start?(maybe not that easy)Mobile Marketing 10125 of 44www.NonprofitRD.comMobile Marketing 10126 of 44www.NonprofitRD.comWhere to start?Our suggested order Based on ease of implementation and bang for buckBeginner / Intermediate Mobile website QR codes Mobile emailMobile WebsiteAdvanced Mobile giving SMS / Text Text2Give Mobile AppsRemember the Online Hierarchy – build on the baseMobile Marketing 101www.NonprofitRD.comNonprofit R D - www.NonprofitRD.com27 of 44Mobile Marketing 10128 of 44www.NonprofitRD.com7

1/31/2012Mobile websitesMobile WebsitesThe web is changing – its now multi-deviceOnly 13-16% of orgs have mobile friendly site PC, laptop, netbook, tablet, smartphone, eReader, etc. Great opportunity to stand outMore purchases moving online 83% PC, 63% tablet, 31% phone Expect similar trends in mobile fundraising as we are seeing in onlinefundraising (75% growth year over year)Mobile Marketing 10129 of 44www.NonprofitRD.comMobile Marketing 10130 of 44www.NonprofitRD.comThe right timeHow to get your site mobile readyWhen is the right time to create your mobile site?First question - Hire someone or Do-it-yourself? Convio’s Guide to Mobile Web says do it when mobile traffic hits 5% Looking to engage younger donors Your content management system makes it easy Doing a redesign or updateReminder: Focus on fundamentals firstMobile Marketing 101Nonprofit R D - www.NonprofitRD.com CMS – most have easy to use plugins to get mobile ready Static HTML – build a separate site, or upgrade to a CMSMobile website Services Don’t chase shiny objects Get your foundation in place firstwww.NonprofitRD.comWhat type of site do you currently have? Free and paid services Help you create a mobile friendly site without any code31 of 44Mobile Marketing 10132 of 44www.NonprofitRD.com8

1/31/2012Mobile website servicesExample – Nonprofit R Dhttp://www.dudamobile.com – free and paid plansNonprofit R D currently at 2% mobile ndingpages/mlpb.html - Google SitesStarting to track and experimenthttp://mofuse.com/plans/ - PaidYour webhost may offer a built in solutionSearch Google for others* We have not used these services, but have heard positive reviews. Weuse a CMS and plugin currentlyMobile Marketing 10133 of 44www.NonprofitRD.comMobile Marketing 10134 of 44www.NonprofitRD.comQR Codes“Quick Response” code First developed by Denso-Wave, a Japanese company, for trackingauto parts. Also called 2D codes, DataMatrix, Microsoft Tag, SPARQ Code, etc.Basically just bar code for scanningQR CodesMobile Marketing 101www.NonprofitRD.comNonprofit R D - www.NonprofitRD.com35 of 44Mobile Marketing 10136 of 44www.NonprofitRD.com9

1/31/2012Why QR codes?Getting started with QR codesBecoming widely acceptedGet a reader and start using it 57% of twitter and facebook users have scanned one Search in your app store I prefer non-proprietary – Google Goggles Start scanningBenefits of QR codes Save on printing – don’t change ad, just change the landing page Grab attention – increase excitement and coolness factor Fast response – no typing, ease of use Encourage mobile – and younger supporters Give folks something to do – at event, in line, waiting room, etc. Can use them everywhereMobile Marketing 101Create your own QR codes Search for “QR code generator” I like - http://beqrious.com/generator37 of 44www.NonprofitRD.comMobile Marketing 10138 of 44www.NonprofitRD.comQR code generatorHow to use QR codesEasy to use – fill in blanks and copy imageMake sure URL is mobile friendly Only as good as your landing page, that’s why site was firstMany options – URL, email, phone, vCard, etc.QR Code Ideas: poster at event, business cards, direct mail, brochure, newspaperads, etc.Creative uses: Scavenger hunt – find code, scan, get clue to next code Name badge at event – scan code to get contact info Program at Austin BalletMobile Marketing 101www.NonprofitRD.comNonprofit R D - www.NonprofitRD.com39 of 44Mobile Marketing 10140 of 44www.NonprofitRD.com10

1/31/2012Mobile email82% of smartphone users check and send email What happens if they click to your site? This is another reason you need a mobile websiteMobile EmailMobile email templates Most provider now offer these Easy to use and set upStrongly linked to your mobile site No sense in doing mobile email if your site is not ready forthemMobile Marketing 10141 of 44www.NonprofitRD.comMobile Marketing 10142 of 44www.NonprofitRD.comAction PlanQ&ACommit to learning more and to start using mobiletechnologiesDownload the slides:www.NonprofitRD.comBecome a mobile power user Scan codes, use apps, browse sites Really learn it by doing it What do find that works and does not work?Contact Info:Richard DietzRichard@nonprofitrd.comKeep an eye on competitors and larger organizations** Email me to become a beta tester for the **Online Fundraising Classroom How are they using mobile?Mobile Marketing 101www.NonprofitRD.comNonprofit R D - www.NonprofitRD.com43 of 44Mobile Marketing 10144 of 44www.NonprofitRD.com11

Smart Online Convio Mobile Marketing 101 15 of 44 www.NonprofitRD.com Mobile Growth Because they are everywhere and growing: 4 Billion mobile phones in world / 1.08 Billion smartphones 90% of US population has mobile phones / 50% have smartphones 327 Million wireless subscribers in US

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