Mobile Marketing for Nonprofits. Justin Mastrangelo President, JA Interactive and JA.TXT
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1 Mobile Marketing for Nonprofits Justin Mastrangelo President, JA Interactive and JA.TXT
2 A Warning and a Disclaimer I get excited! Things change fast Page 2
3 The Tools Smartphone Apps Mobile Web and Video QR Codes Text Messaging (SMS) Location-Based Services Page 3
4 Best Opportunities for Mobile Marketing At events Integrate with traditional media Think offline, not online Page 4
5 Smartphone Apps A big committment
6 Market Share: It s a Two Horse Race March 2011, Nielsen #1 Android (29%) #2 iphone (27%) #2 BlackBerry (27%) Everything else (17%) Page 6
7 Smartphone Apps: Good and Bad Functionality The Good The Bad $15k+ to develop (per platform) Customizable experience Need a great idea PR Only 35-40% of mobile market Requires download moving on! Page 7
8 Mobile Web and Video Good first step
9 Mobile Web and Video: Good and Bad The Good Works on ALL smartphones The Bad Web content in two places Most feature phones Very inexpensive and easy Can be used for fundraising Limited functionality (compared to apps) Attracting visitors YouTube makes mobile video easy Page 9
10 Google Analytics: Mobile Visitors Page 10
11 Where to Start: Mobile Web How to promote? m.organization.com or organization.com/mobile Site redirect or special purpose? Customize for audience Options for site/cms Page 11
12 QR Codes Too much hype?
13 How Does It Work? Users scan code with special app App opens web browser, video player, text message, phone Page 13
14 QR Codes: Good and Bad The Good Create for free The Bad Does not capture info (unless SMS is used) Growing audience Code must do something Hip appeal Requires QR reader Very small audience No viral potential Page 14
15 Where to Start: QR Codes Where is it going to take them? Do you need to capture data? Techie audience? Placement and promotion to measure Page 15
16 Text Messaging (SMS) Best call-to-action?
17 How Does It Work? Users text a word to a 5 digit number Text ARTS to for... System responds with a message, link to web site or video Mobile number is saved into a database System can ask for other data; , zip code, etc. Page 17
18 Text Messaging: Good and Bad The Good Largest audience Tremendous read rate/read time Quick, easy, cost-effective The Bad 160 characters including stop message Limited to text Promotes mobile web/video Page 18
19 Audience Size SMS Capable (99%) Smartphones (35-40%) QR Readers (15-20%) Page 19
20 Where to Start: Text Messaging Events and traditional media What is the incentive? Outbound messaging (database) Choose software platform Placement and promotion Page 20
21 What About Text-to-Give? Costs require large audience Delay getting funds from carriers Fees, carrier cuts, etc. Gross revenue requirements (500k) Mobile web donations? Learn more at MobileGiving.org Page 21
22 Location-Based Still very early
23 How Does It Work? Users check-in at locations Information is shared (social) Organizations can claim locations Potential offers, awards Page 23
24 Some Details Used by only 4% of online Americans (Nov 2010) Foursquare is biggest (7 million users) Great for restaurants, bars, coffee shops Page 24
25 Facebook Places: Changes No longer check-ins Places app is going away Users tag location in posts Page 25
26 Facebook Places: Changes Page 26
27 Suggestions and Examples Start with SMS and/or QR
28 Suggestions: Watch Our Story Scan QR code in print ad or text-in Launch YouTube player on phone Page 28
29 Suggestions: Donations via Phone at Events Text DONATE to Respond with link Capture donation on mobile webpage Message participants later Page 29
30 Suggestions: Facebook at Events Tell us why you on Facebook and tag us Contest winner? Page 30
31 Suggestions: Giveaways at Events Text SUPPORT to for your chance Randomly pull winner Thank attendees via text Reminder about next event via text, include mobile web link Page 31
32 Text Messaging/Billboards: Hear Me Page 32
33 Mobile Web: 3 Rivers Arts Festival Page 33
34 Text Messaging: Pittsburgh AMA Page 34
35 QR Codes: Pittsburgh Zoo Page 35
36 Text Messaging: Chicago Aquarium Page 36
37 Questions? Placeholder, enter your own text here Justin Mastrangelo Page 37
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