American Cancer Society Mobile Update. Innogive David Balcom April 2, 2012
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1 American Cancer Society Mobile Update Innogive 2012 David Balcom April 2, 2012
2 How Has The American Cancer Society Grown Its Mobile Program?
3 February 2010: Low and Slow History: Piecemeal ExperAse: Minimal Enthusiasm: General Vision: Vague Resources: Limited Urgency: Not Enough
4 February 2011: Ready to Grow Comprehensive strategic plan Well- defined prioriaes New vendor relaaonships New staff assignments Support from leadership Budget!
5 February 2012: Mobilized! 4 major mobile launches Measurable impact on goals Mobile workflows defined IntegraAng with other channels More projects in development
6 A mobile- friendly version of the American Cancer Society s Mlagship Web site, cancer.org.
7 Puts our trusted cancer information in consumer s hands when they need it, where they need it.
8 User- friendly mobile sites allow supporters to get local info, donate, register.
9 No additional content creation tasks for ACS Mield staff.
10 Relay SMS Messages 10
11 More On The Way Mobile Relay: Launches late spring Complete mobilizaaon of Relay digital experience (two pla[orms, all events naaonwide). Text2Give: Pilots in progress in several Divisions. SMS: Extending beyond Relay to addiaonal events and Division pilots. Healthy Behavior Apps / Framework: In discovery phase.
12 Strategic Alignment ACS BRAND STRATEGY stay well, get well, find cures, fight back DIGITAL CHANNEL STRATEGY Align with ACS Brand and Digital Channel strategies, and work in concert with Social and Web strategies. Social Strategy Mobile Strategy Website Strategy
13 Strategic Alignment All projects map to the Mobile Strategic Plan. Mobile Plan aligns with overarching enterprise objecaves. Individual projects align with specific business goals. Ensures that ACS mobile program is coordinated, producave, consumer- friendly.
14 Strategic Objectives Build the Pla[orm and the Process Integrate and Educate in the Enterprise Engage Consumers Improve Mobile Fundraising
15 Build the Platform and the Process Establish vendor relaaonships and internal competence that support core mobile program components: SMS (Text Messaging) Mobile Web Text To Give App Development Define workflows, guidelines, roles and responsibiliaes to manage mobile projects. Align with enterprise Demand Management process.
16 Build the Platform and the Process Establish vendor relaaonships and internal competence that support core mobile program components: SMS (Text Messaging) DONE Mobile Web DONE Text To Give DONE App Development DONE Define workflows, guidelines, roles and responsibiliaes to manage mobile projects. DONE Align with enterprise Demand Management process. DONE
17 Integrate/Educate in the Enterprise Establish mobile as an integral part of the integrated online markeang stream. IdenAfy mobile needs and business goals in business areas throughout the enterprise. Create mobile elements that augment exisang campaigns and programs. Communicate mobile development processes, workflows, and best pracaces to key staff. IdenAfy, train and enable mobile decision makers and content managers throughout the enterprise.
18 Integrate/Educate in the Enterprise Establish mobile as an integral part of the integrated online markeang stream. DONE IdenAfy mobile needs and business goals in business areas throughout the enterprise. Create mobile elements that augment exisang campaigns and programs. Communicate mobile development processes, workflows, and best pracaces to key staff. DONE IdenAfy, train and enable mobile decision makers and content managers throughout the enterprise.
19 Engage Consumers Use mobile to generate excitement, loyalty, and saasfacaon with ACS campaigns and events in the consumer marketplace. Extend the Society s trusted and comprehensive library of cancer informaaon onto mobile devices for fast, easy consumpaon by cancer info seekers. Leverage the inamacy and immediacy of mobile to create measurable mobile health tools that support Signature Strategies.
20 Engage Consumers Use mobile to generate excitement, loyalty, and saasfacaon with ACS campaigns and events in the consumer marketplace. PRETTY CLOSE Extend the Society s trusted and comprehensive library of cancer informaaon onto mobile devices for fast, easy consumpaon by cancer info seekers. DONE (m.cancer.org) Leverage the inamacy and immediacy of mobile to create measurable mobile health tools that support Signature Strategies. WORKING ON IT
21 Improve Mobile Fundraising Develop mobile- friendly donor form Upgrade Text To Give program Test other mobile transacaon modes Credit card swipers Phone- based payment (mobile wallet) Text- to- Pledge Call center queuing from mobile hot- link
22 Improve Mobile Fundraising Develop mobile- friendly donor form DONE Upgrade Text To Give program DONE Test other mobile transacaon modes Credit card swipers NOPE Phone- based payment (mobile wallet) NOT YET Text- to- Pledge NO Call center queuing from mobile hot- link DONE, NEEDS TRACKING
23 What Did We Miss? Behavior Change (you) Behavior Change (us) Don t Just Build Maintain Support What You Make Test what happens downstream when you make new things on your core pla[orms.
24
25 Thank You!
26 American Cancer Society Mobile Update Innogive 2012 David Balcom April 2, 2012
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