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practical mobile tips for non-profits and charities
I was one of the keynote speakers at Media Trust’s Go Mobile conference this week, a few people have asked for my slides and notes so here they are…
Notes:
Mobile is here
You have to think mobile for all of the experiences you are designing. It’s not going away and it’s not ‘on the horizon’, its well and truly here.
But it’s still evolving
Mobile compatibility is still not entirely standardised, it’s a bit like the www in the 90′s. Adoption of different devices is also changing rapidly. For example, in just the last year the UNICEF UK website has seen a big growth in iPad that has caught it up with iPhones, we also saw Google Nexus 7 appear as well as others.
Case: UNICEF UK Mobile Website
To make sure we had a mobile compatible site as quickly as possible we launched an interim mobile website of just a few key pages and the donation funnel. We’re working on optimising the whole of the site. To keep costs lower and give us increased technology flexibility we’re using separate ‘layers of tech’ to do the transformation rather than having a fully responsive site (for now).
Case: UNICEF Sweden website
Our UNICEF Sweden office, on the other hand, have created a fully responsive website. They were on the brink of a full website rebuild so it made sense to invest now and go ‘mobile first’. The site is designed for smartphones first and PC desktops last. They had to make some hard decisions on how to streamline content.
Forget about ‘mobile’
It’s easy to get obsessed about mobile devices, really what this change means is a change of behaviours. Remember behaviour first when you are designing user experiences. People are now using multiple devices, we don’t live in single screen households.
Time of day
This graph demonstrates a clear difference in behaviour that mobile has created. UNICEF UK non-mobile traffic peaks during working hours while traffic from mobile devices is consistent throughout the day, even into the early hours. This pattern is important when you think about how people are interacting with your brand.
Case: UNICEF UK Speak Up for Children
I’ve learnt the behaviour lesson. We (with an amazing group of partners) did a brilliant mobile campaign called Speak Up for Children, it was a great success in the end, but we failed at first. The original concept was to create the biggest voice petition in the world. It seemed to make sense that a mobile campaign should use the voice feature of your mobile phone.
We quickly learned that very few people wanted to interact this way, it was just a bit too intrusive / embarrassing. So we paused the campaign and replaced the petition with a simple email address entry field.
Case: Syria Emergency
We also know that SMS giving is really effective. It enables the immediate emotional response of a supporter who wants to help, it also gets funds for emergencies quickly. We even include the SMS giving number in search adword campaigns. You should be prepared for SMS giving no matter what charity you are.
Apps are hard
Finding a concept that works as an app is hard. UNICEF offices around the world have tried and success has been limited. You need an app that fits with an individual’s life, if you wouldn’t download it – don’t build it.
When I worked at the British Heart Foundation we created a recipe finder app, it worked because it was something people could use repeatedly and it fitted with our brand.
Email is important
Increasingly, email is consumed on mobile. If you have an email marketing programme or email newsletter it should be compatible with mobile now. Even if you have to create plain text emails, it’s better than emails that don’t work on a mobile.
It can be easy (sort of)
If you have very limited resources it can be very difficult to go mobile. But there are lots of platforms which are now mobile compatible which you could design your experience around. For example; using twitter, facebook and justgiving could give you a campaign experience which is mobile compatible without you needing to convert your own website for a bit longer.
And that was it!
15 mins really isn’t very long to talk about mobile. I didn’t even touch on UNICEF use of mobile in the field, there’s a bit about that in this innovation presentation.
The night before barcampnfp
I’ve been involved in barcampnfp for about a year and a half now, once as a helper and twice as the London lead organiser. Every time I learn something new, or more accurately, lots of new things.
There’s something special about an unconference format which means you learn something every time no matter whether you’re a newbie or old hand. Often it’s something I didn’t even know I wasn’t aware of. That’s why I’m really excited about tomorrow, not for what I know is going to happen but what I don’t know.
We’ve got some brilliant people on the participants list and lots of plotting of ideas for sessions already happening on the hashtag.
Watch this space #barcampnfp and hopefully our live notes will work too: bit.ly/bcnfpnotes
barcamp non-profits october 2012
Last week was the second London Barcampnfp. As one of the co-organisers I don’t want to say too much as a few of our lovely participants have already done a much better job than I would:
- @b33god on Paper hack
- @Charitychap on being a newbie to unconferences
- @LondonKirsty brilliant Storify of the day.
- Fellow organiser @PresleySylwia gives her thoughts on the day.
[I'll keep adding to this list as new posts appear]
My key take-out is; get the right people together and wonderful ideas are inevitable. But we need even more people, including more non-charity people as well next time!
So please spread the word, February 2013 here we come…
the future of digital giving
This week I was one of a few charity and digital industry types at a roundtable discussion on the future of giving technology hosted by the Guardian. It’ll be written up by the Guardian as an article in mid-May but while my memory is still fresh I wanted to capture a few of my personal take-outs.
- Technology adoption by charities:
- Charities are behind the curve in contrast to commercial, partly due to expense of adopting the new while its less consumerised and partly because the technology expertise is missing in many charities.
- There’s also the technology industry view that the charity sector doesn’t have a strong business case for investment (see previous post by me on Spring-giving).
- Innovation in charity sector:
- Some interesting models exist but often innovation comes from the ground up, but only where those ground staff are empowered to express their ideas.
- In smaller charities the silos that stifle innovation don’t exist (mostly).
- Giving trends:
- There’s a question over whether digital channels are fund-catching Vs fundraising.
- No charity wants to swap a channel which has a higher average gift for one with a lower average gift so sometimes a more convenient channel is a less effective one for the charity.
- We need to separate the process from the reason, people don’t give because you have an SMS number they give because of the cause and key messages.
- Some insights from experiences shared:
- SMS giving has meant a lower average gift for certain charities, choosing ‘slumps’ as focus point for using SMS calls to action is a good mitigation.
- Unexpected ‘social media’ response as seen with the tragic case of Claire Squires mostly demonstrate that giving is easier than it was before. They pose speed of response and decision-making challenges.
digital marketing optimisation event notes
Notes from Brand Republic event 17 April 2012
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Digital strategy
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“Understand people’s lives if you want to understand how your brand fits in #dmoevent
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“We can’t treat the online world and the real world as seperate – J Gatward, Britvic #dmoevent
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“Use 1-9-90 influence model. 1 really strong endorsers get them to influence 9 others and make those 9s feels like 1s #digitaloptimisation
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“Jonathan Gatward, Britvic UK: create hackable content for your brand #dmoevent
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I like this one a lot ‘you have to embrace complexity, it’s actual not complex anymore’ #digitaloptimisation http://twitpic.com/9atmer -
“One of the final takeouts – don’t forget to do internal marketing as well as external. It’s important for buy-in #dmoevent
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Campaign examples
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“With competitor as event ‘owner’ for Olympics, Britvic goal to own the legacy instead with ‘transform your patch’ #digitaloptimisation
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“Partners needed to take digital promises into the real world #dmoevent
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“Pepsi Super Bowl saw over half of the adverts were ‘shazamable’ with shazam tv app #digitaloptimisation cc @willlord
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“Debenhams beta with content network audience retargeted using tracking on brand site, 1month 3k sales #dmoevent
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“MediaCom rep in audience says ‘t in the park’ press ad with aurasma worked really well due to video rich content link #dmoevent
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“Aurasma – results very small but can get very good PR (Debenhams experience) #dmoevent
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EA campaign…
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“Waterloo takeover by battlefield 3: 17 sites, some posters started to get stolen. That’s a great KPI!! #dmoevent
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“4k downloads from QR code, Wifi (90% of downloads) NFC in the 2 week campaign #dmoevent
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“Over 9k interactions, over 900 email addresses collected from an interactive digital 6sheet display in cinemas #dmoevent
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“Digital out of home learnings – wifi 92% of interactions and consumers still getting used to the approach #dmoevent
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Search – PPC & SEO
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“86% using mobile search while watching TV, debenhams see peak for apps around 10pm. Parts of day strategy important #dmoevent
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Debenhams using hydra platform to integrate PPC and SEO activity, but only a week in at mo #dmoevent http://twitpic.com/9atw8o -
“J Stephenson, Debenhams. Paid Search Mob Stgy: separate mob campaigns on tablets and mobiles for more control and better targeting #dmoevent
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Email
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“When and whe emails are checked makes a big difference – optimise for this #dmoevent
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“Progressive disclosure using CSS to include expandable areas in emails can help – works on most devices #dmoevent cc @teminamoledina
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“Open rate significantly improved by using social info in subject line eg ‘share with your 123 friends’ #dmoevent cc @teminamoledina
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“Optimise for snippets- gmail and outlook summary that appears before open. Use gif with alt being tagline #dmoevent
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“Segment by most responsive and target them with a social campaign to help optimise a launch #dmoevent
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“You can download the @BrandRepublic event slides by @marcmunier on email marketing here – ow.ly/akzAQ #dmoevent
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Mobile
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““Mobile technology changes so fast. Be aware, but check whether it is relevant to you” @bansahaUK #dmoevent
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“80% of ftse100 companies do not have mobile sites & 65% fail to use device detection #dmoevent
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“Get that @magusblog report about FTSE 100 mobile websites here: magus.co.uk/knowledgebase/… #dmoevent
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““Companies that optimise their mobile sites outperform those that don’t by 80pc” Tom Golden Magus #dmoevent
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“Responsive web design not widely adopted at all – tech challenges still a barrier at mo but this does seem to be the future #dmoevent
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Most #mobile sites are full of #usability errors #dmoevent #ux http://twitpic.com/9audwu -
“BMI baby being taken to court by @RNIB for #mobile website lack of #accessibility #dmoevent #ux
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Social media and insights
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“We’re speaking after lunch at #dmoevent on turning social data into social insight. Find out more about our thinking: (http://bit.ly/ztKbI1)
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“Value in social media is in the insights it gives into customers thinking #dmoevent
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When you make a promise always deliver on it. The effect of not is amplified through social like BA eg #dmoevent http://twitpic.com/9awicv -
“Pre-TV buzz is created by a digital debut – and TV debut is amplified by this #dmoevent
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RT @spirals: Sum up – use insight to plan, optimise, create .. #dmoevent http://twitpic.com/9awjmx -
Video
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“Not about keeping people in a single environment anymore. It’s about streamlining the experience for the user #dmoevent #ux
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“Successful video strategy is based on views, consumer engagement, and finding your video dubbed into Russian! #dmoevent
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“Exclusive video content might be all you need to make an audience feel valued #dmoevent
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And just for the heck of it – a few comments from the twittersphere…
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“@ActonPies @brandrepublic seems it went well – liking the skysports twitch pick up #DMOevent #PWNEDonwardsandupwards
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“So I think that went alright – lot of fun. Thank for having me @BrandRepublic #DMOevent
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“@ActonPies great energy presentation at @brandrepublic #dmoevent really enjoyed it!
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“Seeing nothing but positive comments for @marcmunier ‘s presentation at the #dmoevent – nice work! @pure360 #emailmarketing
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“At the Digital Marketing Optimisation event in London. Some interesting insights into digital and it’s future #DMOevent
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#dmoevent
maximising mobile marketing – @Brandrepublic conference
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“#brmobile over 1billion in bets through mobile says @betfair speaker – people using dead time
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First speaker… Comscore
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“40% consumers use mobile when see an interesting ad – even if not a mobile ad #brmobile
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“10% of UK smartphone users (4.7m) accessing mobile banking now #brmobile
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“Don’t forget SMS – it can give significant response 1.9mil out of 19.9mil #brmobile
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“July 2011- 2.9mil scanned a QR code – mostly for product discovery #brmobile
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“3 takeaways from comescore-1.Mobile growing rapidly 2.consider carefully the audience you want to reach 3. don’t get left behind #brmobile
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Next speaker… Expedia
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“80% of apps less than 1000 downloads (consumer healthcare). Less than 1% branded apps pass 1mill downloads #brmobile (Deloitte research)
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“. @expedia decided not to silo mobile with a specific mobile person. Had mobile champions but integrated into core business #brmobile
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“4mil monthly mobile visitors to @expedia mobile, and it’s not cannabalising website bookings #brmobile
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Top tips for creating a mobile experience from @expedia #brmobile http://lockerz.com/s/154325602
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“Community/ gaming layer, local immediacy layer, social layer, self-service layer – the components of @expedia mobile experience #brmobile
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Next speaker… Weber Shandwick
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“Intent vs Content: @jamesdotwarren discusses the results of WS’s #smartmarketing report at #MaximisingMobileMarketing conference #brmobile
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“Mobile mkg = teenage s*x. lots of talk, not much doing, and if doing the doing is not good. #brmobile
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“44% of people feel naked without their smartphone. 36% changing way think and interact with products and services #brmobile
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“Search lifecycle- desktop 30day journey search to purchase, 1hour on mobile! #brmobile
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Next speaker… Sky
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“Sky have over 1m people viewing live tv via mobile devices every month #brmobile #skygo
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“23% of online time is spent on mobile. If you work in digital you should spend at least this on mobile too #brmobile
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“3 screen strategy is core @sky. From content build through to advertising – becoming agnostic to a degree #brmobile
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“‘integrated marketing is the output of an integrated business’ Tim Hussain, Sky #brmobile
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“Ultimately it’s still about single consumer view. Just multiethnic touch points and screens #brmobile
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“Mobile USP to a campaign- it’s personal, it’s a second shadow (always there), it’s immediate, it’s feature rich #brmobile
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Next speaker… Autotrader
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“Used 4m mkg strategy- Mindset:test,learn,iterate. Method:awareness,education,trial. Mix:mobile,ATL,partners,autotrader. Msg. #brmobile
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“Bounce increased by 20% when off season. They hit saturation with their activity. Too much share of voice #brmobile
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Maturing the mobile strategy from autotrader #brmobile http://lockerz.com/s/154340838
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“300k year 1, 500k year 2, 1mil year 3, next years target is 2mil mobile users of autotrader #brmobile
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Next speaker… Pizza Express
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“Now up- pizza express: In oct 27% of all traffic to pizza express sites came from mobile #brmobile
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“Optimising for mobile search by creating restaurant pages for local sites. To avoid bouncing people into a location search #brmobile
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Next up a panel discussion
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“panel with @nicholascumisky – says don’t forget Nokia is still biggest handset producer #brmobile
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“French connection fail – build an app before a m.site and it didn’t work. So now building one. Doh! They needed proper analytics! #brmobile
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“HTML5 offering new innovations. Yodel mobile working on an interactive ad unit for the reader Kobo #brmobile
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“Unilever lynx case study means they now see mobile as a horizontal not just an add-on. They ask how mobile can extend the story #brmobile
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“3G vs 4g question is diluted by fact that huge amount of mobile connectivity is via wifi. Cloud is on the rise instead of apps #brmobile
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“By 2015 estimated 1.5bil mobiles will have NFC built in. Perhaps some will be dormant – but it’ll be there #brmobile
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Next speaker… Debenhams
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How @debenhams see mobile in their business strategy #brmobile http://lockerz.com/s/154371429
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“mobile providing link between channels as always on @debenhams #brmobile
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“700k downloads, £3mil sales, over 1/3 use @debenhams app repeat times #brmobile
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“Use push notifications when people close to store – result in 67% app open #brmobile
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Next speaker… WWF
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“Goal to increase fundraising by £1mil so @wwf targeting countries where mobile already surpassed desktop use #brmobile
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. @wwf sms conversion case study – Austria 2007 #brmobile http://lockerz.com/s/154377697
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Text num on @wwf street team shirt low rsp but ‘text facing’ good #brmobile < note @UNICEF_uk pic http://lockerz.com/s/154379603 http://lockerz.com/s/154379620
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Next speaker… FT.com
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“Mobile users 20% of FT traffic, 30% page views from mobile. Overall 4mil reg users, 250k subscribers #brmobile
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“15% of subscriptions direct from mobile. Mobile users twice as likely to consume content at wkds #brmobile
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“Last year FT kept launching apps in response to market. But not sustainable. And then apple changed subscription payment journey #brmobile
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“So took a risk – June launch of HTML5 site – within a week 100k downloads so removed apps from iTunes #brmobile
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“Big marketing benefit – can send people straight to content in web app. Not to an iTunes download page #brmobile
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Next speaker… Visit Britain
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“First Mobile @visitbritain app in 2008. Too expensive but learnt. 2009 next app learnt need PR to have app found. #brmobile
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“Found more success by tying in mobile to bigger picture – overall digital and marketing strategy rather than just a silo app #brmobile
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“Love UK @visitbritain app used Facebook places. Users 50% more likely to buy and 20% had bigger basket value #brmobile
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Last speaker… Barclays
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Mobile payments and services @barclays #brmobile http://lockerz.com/s/154395549
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“Big challenge is awareness and education about mobile payment options #brmobile
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“Digital wallet is not just a replacement of physical wallet-bump you phone to share money-identification is key #brmobile
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Mobile wallet should do more than your usual wallet – @barclays ideas here #brmobile http://lockerz.com/s/154397648
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Parting thoughts …
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“Fair to say native apps haven’t fared well at todays #BRMobile conf- scope for them certainly- but mobile internet has more potential
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“#smartmarketing #brmobile ROI anyone? 80% of branded apps get less than 1k downloads
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“Great loyalty case studies on Starbucks and Pizza Express. Shows what can be done with mobile loyalty. #brmobile
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“Very thought provoking day at #brmobile mobile marketing conference. Glad to see we’re not alone in our barriers
