Where are they now? Probably not in front of a computer... Mobile engagement seminar, 23 March 2016

•

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Tim O'Donnell, operations director, Precedent Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Gobierno y org. sin ánimo de lucro

PRECEDENT
MOBILEENGAGEMENTSEMINAR
Tim O'Donnell
PARTNER DIRECTOR
CHARITYCOMMS
@precedentcomms #charitymobile
WHERE ARE THEY
NOW?

WHERE ARE THEY
NOW?
PROBABLYNOTINFRONTOFACOMPUTER...
@precedentcomms #charitymobile

LOVES
MOBILE
EVERYONE
@precedentcomms #charitymobile

LISTEN
TO AN AGENCY
WONK?
BUT TIM, WHY WOULD I
@precedentcomms #charitymobile

WHO REMEMBERS DIGITAL IN 2002 ?
@precedentcomms #charitymobile

26 YEARS
+100 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM
@precedentcomms #charitymobile

MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@precedentcomms #charitymobile

DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM
@precedentcomms #charitymobile

WHATISTHE
CHALLENGE?
• In 2013wehada“HeadofMobile”
• We don’thave onenow
• Mobile engagement is just engagement
• Notin frontofacomputer
• Notonyour premises
• Notwith your representative
@precedentcomms #charitymobile

GREAT,SOJUST
DIGITALTHEN?
• What areyour ownexperiences of mobile?
@precedentcomms #charitymobile

IT’SNOTYOUR
SECTOR
THATSETSTHE
BENCHMARK
@precedentcomms #charitymobile

THE RISING
TIDE
• Matchorexceed thebest experiences
• Seek outthe newnorms
• Being ‘the best ofus’ will notdrive outcomes
@precedentcomms #charitymobile

BUT NOT
THE RISING
TIDAL
(THAT’S A JOKE)
@precedentcomms #charitymobile

THE RISING
TIDE
• Beaconpayments “Taptodonate”
• Buybuttonse.g.Instagram – drive sales and
revenue share
• Pay-from-pocket
@precedentcomms #charitymobile

HE CAN
CAN YOU?
@precedentcomms #charitymobile

NEW SERVICES
NEW
PARTNERSHIPS
@precedentcomms #charitymobile

NOT EVERY
NEW THING
WORKS
@precedentcomms #charitymobile

BUTDOEXPERIMENT
@precedentcomms #charitymobile

BUT WHAT
DOES IT
ALL MEAN?
@precedentcomms #charitymobile

FOURTHINGSTOREMEMBER
PUTTINGITINTOACTION
@precedentcomms #charitymobile

Things about Mobile
4
MOBILE IS
DIFFERENT
THE SAME
A CHANNEL
A TECHNOLOGY
@precedentcomms #charitymobile

MOBILEIS
REMEMBER:
DIFFERENT
• Does themessage match themindset?
• Does thecopyandcontentfittheformat?
• Expectation offrictionless transaction
• Touch,don’t type
1@precedentcomms #charitymobile

2
MOBILEIS
REMEMBER:
THE SAME
• Doyou understand your user?
• User research
• The digital cycle: Do,Measure, Decide, Iterate
• Failfast
@precedentcomms #charitymobile

HOW TO UNDERSTAND YOUR
USER
• TalkToThem
USING OUR HIGHLY DEVELOPED
METHODOLOGY
@precedentcomms #charitymobile

MOBILEISA
REMEMBER:
CHANNEL
• Again,think mindset
• Web,App,SMS,Location, IM,E-mail
• Two-way
• Do yourchannels compete, or reinforce?
3@precedentcomms #charitymobile

MOBILEISA
REMEMBER:
TECHNOLOGY
• Mobilepayments
• Beacons /Near-field contactless
• Examine your operations forquick wins
• How areyou staying current?
4@precedentcomms #charitymobile

DIFFERENT
THE SAME
CHANNEL
TECHNOLOGY.
@precedentcomms #charitymobile

QUESTIONS &
THANK YOU.
@precedentcomms #charitymobile

S O M E E X A M P L E S O F O U R C H A R I T Y S E C T O R C L I E N T S
33

Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

23 March 2016
London
#charitymobile
Mobile engagement
seminar
Sponsored by

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