1. Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they need to do.

2. Contents The State of Mobile Creating a Mobile Strategy

3. Contents The State of Mobile Types of Mobile Media Creating a Mobile Strategy

4. Contents The State of Mobile Types of Mobile Media Define Your Objectives Creating a Mobile Strategy

5. Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Creating a Mobile Strategy

6. Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Define Your Strategy Creating a Mobile Strategy

7. Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Define Your Strategy Technology Choices Creating a Mobile Strategy

8. Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Define Your Strategy Technology Choices Integration Planning Creating a Mobile Strategy

9. Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Define Your Strategy Technology Choices Integration Planning Selecting a Vendor Creating a Mobile Strategy

10. The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million 1 Cellular Telephone Industry Association, 2011 2 ComScore, October, 2011 3 Ipsos/Google, July, 2011 Creating a Mobile Strategy

11. The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 1 Cellular Telephone Industry Association, 2011 2 ComScore, October, 2011 3 Ipsos/Google, July, 2011 Creating a Mobile Strategy

12. The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 Percent who use text-messaging 2 : 71 1 Cellular Telephone Industry Association, 2011 2 ComScore, October, 2011 3 Ipsos/Google, July, 2011 Creating a Mobile Strategy

13. The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 Percent who use text-messaging 2 : 71 Percent who access the web 2 : 42 1 Cellular Telephone Industry Association, 2011 2 ComScore, October, 2011 3 Ipsos/Google, July, 2011 Creating a Mobile Strategy

14. The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 Percent who use text-messaging 2 : 71 Percent who access the web 2 : 42 Percent of smartphones 2 : 40 1 Cellular Telephone Industry Association, 2011 2 ComScore, October, 2011 3 Ipsos/Google, July, 2011 Creating a Mobile Strategy

15. The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 Percent who use text-messaging 2 : 71 Percent who access the web 2 : 42 Percent of smartphones 2 : 40 Percent of smartphone users who access the web at least daily 3 : 78 1 Cellular Telephone Industry Association, 2011 2 ComScore, October, 2011 3 Ipsos/Google, July, 2011 Creating a Mobile Strategy

16. Types of Mobile Media Reach (% of mobile users) Ease of implementation (Scale 1-10) User-experience Creating a Mobile Strategy

17. SMS / Text-Messaging Short/Long Codes Creating a Mobile Strategy

18. SMS / Text-Messaging Short/Long Codes Build a database Creating a Mobile Strategy

19. SMS / Text-Messaging Short/Long Codes Build a database Push-style content Creating a Mobile Strategy

20. SMS / Text-Messaging Short/Long Codes Build a database Push-style content Creating a Mobile Strategy 95% Reach:

21. SMS / Text-Messaging Short/Long Codes Build a database Push-style content Creating a Mobile Strategy 95% Reach: User-experience: consistent, familiar

22. SMS / Text-Messaging Short/Long Codes Build a database Push-style content Creating a Mobile Strategy 95% Reach: Easy Hard SMS Implementation: User-experience: consistent, familiar

23. Creating a Mobile Strategy = ??

24. MMS (Multi-Media Messaging Service) Barcodes/QR Codes Creating a Mobile Strategy QR MS Tag MatrixBeeTag

25. MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Creating a Mobile Strategy QR MS Tag MatrixBeeTag

26. MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Video Creating a Mobile Strategy QR MS Tag MatrixBeeTag

27. MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Video Creating a Mobile Strategy QR MS Tag MatrixBeeTag <40% Reach:

28. MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Video Creating a Mobile Strategy QR MS Tag MatrixBeeTag <40% Reach: User-experience: inconsistent, unfamiliar, richer

29. MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Video Creating a Mobile Strategy QR MS Tag MatrixBeeTag <40% Reach: Easy Hard QR Implementation: User-experience: inconsistent, unfamiliar, richer Pics

30. Mobile Web Define your purpose Creating a Mobile Strategy

31. Mobile Web Define your purpose Auto-detect mobile device Creating a Mobile Strategy

32. Mobile Web Define your purpose Auto-detect mobile device Content is key Creating a Mobile Strategy

33. Mobile Web Define your purpose Auto-detect mobile device Content is key Creating a Mobile Strategy 75% Reach:

34. Mobile Web Define your purpose Auto-detect mobile device Content is key Creating a Mobile Strategy 75% Reach: User-experience: consistent, familiar

35. Mobile Web Define your purpose Auto-detect mobile device Content is key Creating a Mobile Strategy 75% Reach: Easy Hard Web Implementation: User-experience: consistent, familiar

36. Downloadable Applications Very interactive Creating a Mobile Strategy

37. Downloadable Applications Very interactive Complex delivery Creating a Mobile Strategy

38. Downloadable Applications Very interactive Complex delivery Expensive development Application Marketplaces Apple, Android, Rim, Windows, Nokia Creating a Mobile Strategy

39. Downloadable Applications Very interactive Complex delivery Expensive development Application Marketplaces Apple, Android, Rim, Windows, Nokia Creating a Mobile Strategy 25% Reach:

40. Downloadable Applications Very interactive Complex delivery Expensive development Application Marketplaces Apple, Android, Rim, Windows, Nokia Creating a Mobile Strategy 25% Reach: User-experience: consistent, engaging

41. Downloadable Applications Very interactive Complex delivery Expensive development Application Marketplaces Apple, Android, Rim, Windows, Nokia Creating a Mobile Strategy 25% Reach: Easy Hard Apps Implementation: User-experience: consistent, engaging

42. IVR Integrated Voice Response Instant response Creating a Mobile Strategy

43. IVR Integrated Voice Response Instant response Interactive Creating a Mobile Strategy

44. IVR Integrated Voice Response Instant response Interactive Develop a database Creating a Mobile Strategy

45. IVR Integrated Voice Response Instant response Interactive Develop a database Creating a Mobile Strategy 100% Reach:

46. IVR Integrated Voice Response Instant response Interactive Develop a database Creating a Mobile Strategy 100% Reach: User-experience: consistent, familiar

47. IVR Integrated Voice Response Instant response Interactive Develop a database Creating a Mobile Strategy 100% Reach: Easy Hard IVR Implementation: User-experience: consistent, familiar

48. Mobile Advertising Banner Ads Mobile/WAP sites In-game or in-application Landing Pages Creating a Mobile Strategy

49. Mobile Advertising Banner Ads Mobile/WAP sites In-game or in-application Landing Pages SMS End-of-message Tags Full message Creating a Mobile Strategy

50. Mobile Advertising Banner Ads Mobile/WAP sites In-game or in-application Landing Pages SMS End-of-message Tags Full message Advertising Networks (adMob, Jumptap, others) Creating a Mobile Strategy

51. Mobile Advertising Banner Ads Mobile/WAP sites In-game or in-application Landing Pages SMS End-of-message Tags Full message Advertising Networks (adMob, Jumptap, others) Direct to mobile site owner Creating a Mobile Strategy

52. Questions?

53. Creating a Mobile Strategy ApplicationMobile WebSMS Content

54. Creating a Mobile Strategy Discovery ApplicationMobile WebSMS Content SMS QR Code Advertising NFC Mobile Web

55. Creating a Mobile Strategy Discovery ApplicationMobile WebSMS Content SMS QR Code Advertising NFC Mobile Web

56. Developing a Mobile Plan Define your objectives Creating a Mobile Strategy

57. Developing a Mobile Plan Define your objectives Understand your audience Creating a Mobile Strategy

58. Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Creating a Mobile Strategy

59. Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Choose the mobile media Creating a Mobile Strategy

60. Working example GoodPuppy.org Mission: Eliminate cruelty to domestic pets through identification, protection and education. Creating a Mobile Strategy

61. Define your objectives Primary and secondary objectives Creating a Mobile Strategy

62. Define your objectives Primary and secondary objectives Increase donations/sales Creating a Mobile Strategy

63. Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Creating a Mobile Strategy

64. Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Creating a Mobile Strategy

65. Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Increase advocacy Creating a Mobile Strategy

66. Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Increase advocacy Measurable Creating a Mobile Strategy

67. Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Increase advocacy Measurable Consider a phased approach Creating a Mobile Strategy

68. Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Increase advocacy Measurable Consider a phased approach GoodPuppy example: Rescue 5 additional pets per week. Creating a Mobile Strategy

69. Questions?

70. Developing a Mobile Plan Define your objectives Creating a Mobile Strategy

71. Developing a Mobile Plan Define your objectives Understand your audience Creating a Mobile Strategy

72. Understand your audience Current vs. Desired Creating a Mobile Strategy

73. Understand your audience Current vs. Desired Develop a mobile profile Devices Activities Creating a Mobile Strategy

74. Understand your audience Current vs. Desired Develop a mobile profile Devices Activities Demographics Creating a Mobile Strategy

75. Understand your audience Current vs. Desired Develop a mobile profile Devices Activities Demographics Historical patterns Creating a Mobile Strategy

76. Understand your audience Current vs. Desired Develop a mobile profile Devices Activities Demographics Historical patterns GoodPuppy example: current: 35-50yr old pet owners, urban, tech-savvy Creating a Mobile Strategy

77. Mobile Technographics: Understanding The Connected Consumer September 2010 US Mobile Technographics®: 2010

78. Creating a Mobile Strategy Questions?

79. Developing a Mobile Plan Define your objectives Understand your audience Creating a Mobile Strategy

80. Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Creating a Mobile Strategy

81. Define the mobile strategy What do you want to offer/enable? Creating a Mobile Strategy

82. Define the mobile strategy What do you want to offer/enable? GoodPuppy example: Objective: Rescue 5 pets/week. Strategy: Allow real-time reporting and information gathering including photo evidence and location information. Creating a Mobile Strategy

83. Define the mobile strategy What do you want to offer/enable? GoodPuppy example: Objective: Rescue 5 pets/week. Strategy: Allow real-time reporting and information gathering including photo evidence and location information. What is your level of commitment? Creating a Mobile Strategy

84. Questions?

85. Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Creating a Mobile Strategy

86. Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Choose the mobile media Creating a Mobile Strategy

87. Choose the mobile media Based on your audience Creating a Mobile Strategy SMS Mobile Web Application QR Code

88. Choose the mobile media Based on your audience Short-term vs. Long-term Creating a Mobile Strategy SMS Mobile Web Application QR Code

89. Choose the mobile media Based on your audience Short-term vs. Long-term Device and platform features required Creating a Mobile Strategy SMS Mobile Web Application QR Code

90. Choose the mobile media Based on your audience Short-term vs. Long-term Device and platform features required Mobile discovery vs. content Creating a Mobile Strategy SMS Mobile Web Application QR Code

91. Choose the mobile media Based on your audience Short-term vs. Long-term Device and platform features required Mobile discovery vs. content Creating a Mobile Strategy SMS Mobile Web Application QR Code GoodPuppy example: Phase 1: allow mobile user to upload a picture Phase 2: create an application that allows picture/movie-taking

92. Working example GoodPuppy.org Mission: Eliminate cruelty to domestic pets through identification, protection and education. Objectives: Rescue 5 additional pets per week. Audience: current: 35-50yr old pet owners, urban, tech-savvy Strategy: Allow real-time reporting and information gathering including photo evidence and location information. Media: Phase 1: allow mobile user to upload a picture using MMS Phase 2: create an iPhone/Android application that allows picture/movie-taking Creating a Mobile Strategy

93. Questions?

94. Integration Mobile should be a part of a larger strategy Creating a Mobile Strategy

95. Integration Mobile should be a part of a larger strategy Strong Call-to-Action Creating a Mobile Strategy

96. Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Creating a Mobile Strategy

97. Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Potential integration points Website Creating a Mobile Strategy

98. Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Potential integration points Website Printed material Creating a Mobile Strategy

99. Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Potential integration points Website Printed material Social networks Creating a Mobile Strategy

100. Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Potential integration points Website Printed material Social networks Email newsletter Creating a Mobile Strategy

101. Selecting a vendor Strategy Development/Consulting Creating a Mobile Strategy

102. Selecting a vendor Strategy Development/Consulting Media Specialists (e.g. apps, SMS, Web) Creating a Mobile Strategy

103. Selecting a vendor Strategy Development/Consulting Media Specialists (e.g. apps, SMS, Web) Development shops Creating a Mobile Strategy

104. Selecting a vendor Strategy Development/Consulting Media Specialists (e.g. apps, SMS, Web) Development shops Look for: depth of expertise (how long in mobile) Creating a Mobile Strategy

105. Selecting a vendor Strategy Development/Consulting Media Specialists (e.g. apps, SMS, Web) Development shops Look for: depth of expertise (how long in mobile) breadth of knowledge (which aspects of mobile) Creating a Mobile Strategy

106. Selecting a vendor Self-Service Platforms Support the needed features? Who will operate/use the platform? What skills are required? Creating a Mobile Strategy

107. Conclusion Define your objectives Creating a Mobile Strategy

108. Conclusion Define your objectives Understand your audience Creating a Mobile Strategy

109. Conclusion Define your objectives Understand your audience Define the strategy Creating a Mobile Strategy

110. Conclusion Define your objectives Understand your audience Define the strategy Choose the mobile media Creating a Mobile Strategy

111. Conclusion Define your objectives Understand your audience Define the strategy Choose the mobile media Integrate with other efforts Creating a Mobile Strategy

112. The next workshop Mobile Use in the Non-Profit Sector Mobile Fundraising Mobile Advocacy Mobile Marketing and Advertising October 25, 2011 Creating a Mobile Strategy

113. Contact Kelly McIvor kelly@atomicmobile.com Creating a Mobile Strategy

114. Appendix A: The Mobile User-Story Target.comTarget.com vs. m.target.comm.target.com...the mobile use case is about either urgent need-to-know or impulsive want-to-have data. - Steve Smith, Media Post: Mobile Insider Creating a Mobile Strategy