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Mobile Engagement for Your Community
- 1. Mobile Engagement for Your Community May 27, 2014 Amy Gahran amy@gahran.com @agahran
- 3. Do you want to reach your community? They’re on their phones!
- 5. Pew Internet: U.S adults, Jan 2014 • 90% have a cell phone • 58% have a smartphone • 32% own an e-reader • 42% own a tablet computer 5
- 6. US: 68% of all cell phones are smartphones (comScore, Feb. 2014 data) 6
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- 15. Get to know your local geeks! 15
- 16. Adopt a mobile mindset DARE: Try using your smartphone and/or tablet for EVERYTHING! ...for one week. (even just a day or two) 16
- 17. You don’t have time to treat mobile as an afterthought 17
- 18. Mobile = Primary Use Case ASSUME that MOST of your audience/community is on mobile devices, at least sometimes. 18
- 19. 19 Dude, where’s my community?
- 20. Mobile is taking over the internet 20 “Nearly 2/3 of cell phone owners use their phone to go online. One in five cell owners do MOST of their online browsing on their phone.”
- 21. The future is here. It just isn’t evenly distributed yet. 21
- 22. U.S. Hispanics & Digital Divide • Least likely ethnic group to use internet overall. 1/4 don’t go online at all. • But: MOST likely to go online via smartphone! • Nearly 70% of Hispanic adults access web or e-mail from their phones. • 60% say their phone is their PRIMARY form of internet access. 22
- 23. Other cell-mostly demographics • Young adults aged 18-29: 50% • Didn’t complete high school: 45% • Households earning >$30K/yr: 45% • Non-Hispanic blacks: 43% • Households earning $30-$50K/year: 39% 23
- 24. Mobile web: Not just for the disadvantaged! 24
- 25. Most mobile-connected groups • Asian Americans -- by far! • Households earning $150K+ /year • College graduates (or some college) • People under 30, esp. 16-17 (30-49 not far behind!) 25
- 26. ??? 26
- 27. What makes a killer mobile project? ASK YOUR COMMUNITY! (well, sorta...) 27
- 28. Local Mobile Market Research bit.ly/mobilelocalsurvey • Short, easy to do: 8 questions • Not demographics! • Devices, access behavior • Actionable info: Which mobile channels to use first? • 25-50 every 6-12 months • Yes, mobile changes that fast 28
- 29. Which parts of YOUR digital engagement strategy should be mobile? 29 ALL OF IT!!!!
- 31. “Native” app drawbacks • Software project = expensive! • Platform-specific • App store approval (Apple) • Create awareness, encourage downloads • 75% get opened 2X or less! • Maintenance & updates 31
- 33. 1. Mobile-friendly website: Core of mobile strategy Inbound links = Engagement! 33
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- 38. Responsive website design • Qz.com • OaklandLocal.com • mashable.com 38
- 40. Always link to mobile-friendly pages Check out your website on your phone! 40
- 41. 2. Mobile (UN)friendly e-mail 41
- 43. 3. Mobile social media 43
- 44. 4. Mobile Web app 44
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- 46. 5. Native app: Voto Latino 46
Notas del editor
- By end of year, will be 75%
- This is the stereotype about how cell phones affect society. I beg to differ.
- You may think this woman is just messing around with her cell phone, probably doing something stupid on FB, right? Right. And the phone # is clickable on a mobile device. These are phones, after all.
- Mobile phones: key to community info & engagement during Boulder floods They had a downloadable version of this, too.
- Supporting local news is important, but Local mobile engagement is for more than local news It’s great for spreading the word about local events
- Or opportunity
- Or telling local stories, by local people
- Or spreading awareness of cool programs — and raising money or other support for them.
- Startup week Data geeks meetup.com Tech meetups
- And notice how you FEEL about it. Keep notes. Joy, frustration, etc.
- It’s already here. So Put it right up front. Lead with it. Make it part of everything you do. Because if most of your planning and resources are going into a website meant to be accessed via computer....
- Design mobile-first now. Get ahead of the game. You know it’s going there anyway. Don’t wait until your metrics start to show a ton of mobile traffic. That’s too late. You’re already missing out! VERY LEAST: Have a mobile landing page for everything important that you do.
- This is what your digital audience will increasingly look like.
- Cell-mostly internet access
- Pew research, all from Sept. 2013
- Pew Internet, Sept. 2013
- Pew Internet, Sept. 2013, Data for people who own smartphones and/or tablets DONORS!!!
- When you get some answers to these questions, you understand which device types to target first, and which services (esp. social media) to include as part of your mobile strategy.
- What part of your digital engagement strategy does mobile fit into?
- Now that you’re ready to plan your mobile strategy, what comes first? You need an iPhone app, right? NO!!!!
- This is where you want to start: A mobile-friendly website. Action-oriented. This is how plannedparenthood.org looks on a smartphone web browser. Very action focused People click a link from anywhere, and it launches. They don’t need to find, install or launch anything. Easier and cheaper to develop. Works on any mobile device.
- You don’t need to build a native app to deliver really cool, useful functionality “near me” button triggers OS location permission request Database returns results NO TYPING!
- This is what the full site of Planned Parenthood looks like -- on my laptop Here’s what their full site looks on my cell phone. If they weren’t mobile friendly, their efforts to serve women would be dead in the water.
- Separate theme delivered to mobile devices. OK if site is very complex, or you can’t do a full redesign yet. Not as good long-term as responsive. Splits metrics.
- What do you see?
- Here’s what mobile-friendly e-mail looks like.
- Social media is another popular mobile activity. USE EVENTS TO JUMPSTART: CO Health Fdn launched Instagram channel at 2013 Health Symposium — photo booth to capture insights. Obviously, share mobile-friendly links via social media whenever possible
- Twitter.com, YouTube.com: mobile web apps
- This is a great end use for data-driven community resources.
- Sometimes an app really does make sense. This Integrates with FB login Stores info offline, built-in newsfeeds, videos handy for voters to take to the polls
- What NOT to do…