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Copyright Incentivated Limited 2011 www.incentivated.com Developing a Mobile Marketing strategy for the public sector Jonathan Bass, Managing Director 18 th January, 2012

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Page 1: Camerjam public sector masterclass incentivated

Copyright Incentivated Limited 2011 www.incentivated.com

Developing a Mobile Marketing strategy for the public sectorJonathan Bass, Managing Director

18th

January, 2012

Page 2: Camerjam public sector masterclass incentivated

Copyright Incentivated Limited 2011

The ingredients are assembled, let’s bake

A good marketing strategy is based on both data and experienceWe are seeing more and more clients ask for assistance with the development of a mobile marketing strategy because their experimentation has yielded results and wider market stats are convincing but their knowledge is limited

A good mobile marketing strategy will considerMessaging (SMS, MMS, App Push Notifications)Mobile sitesMobile advertisingNFC

The following make up the garnishApps, QR codes, Bluetooth

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Copyright Incentivated Limited 2011

Contents

Mobile is a ‘hot topic’

About Incentivated

Why mobile?

What you can do –

examples

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Setting the public sector scene

Despite (perhaps because of) the recession and public sector budget cuts, mobile has become just as important in this sector as for other business sectors:

Mobile can help deliver known outcomes, but at reduced costsNSPCC has added SMS reporting to their child welfare helpline to widen its reach, as well as allowing it to manage existing resources more efficiently (call handlers can use ‘downtime’ when call volumes drop to respond to written (texted) queries and reports)Scottish Power has added the ability for customers to text in their meter readings, which allows them to reduce the overheads involved in having teams of people visit and re-visit homes/ or the amount of staff needed or hours of operation of call centres to capture this critical billing information.

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Setting the public sector scene

The summer’s big sporting event (no, not Euro 2012!) is also inspiring an understanding of mobile use by the public and how it can be tapped into by local authorities etc

Royal Borough of Kensington & Chelsea identified a need to help visitors to its borough how its three main centres link together, to promote less obvious areas of interest (not ‘just’ the King’s Rd for example) and help visitors get around, without the need for print outs or expensive (temporary) public signage and promotions. The mobile site is integrated at the back end with their pre-existing CMS: write once, publish everywhereNeeds around the Olympics will vary by proximity to venues, Torch relay routes, travel gateways and identified increases in tourism visitors. Or even ‘just’ communicating access to local events/ big screens in parks or municipal spaces where people can congregate to watch the coverage.

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State of the Nation

Over the last 12 months councils/local authorities/government have started to catch up with the public’s use of mobile, especially online

Many have SMS services though most do not have mobile optimisedsites or appsOfcom data highlights increasing ‘mobile only’ households

With sites that do exist looking the same, the opportunity now exists to:

improve the UX/UI and so differentiate the offeringoffer implicit and explicit personalisation i.e. join up the web and mobile sites

Complete mobile integration is becoming not only possible, but essential

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Internet users in the UK

GB adult internet users who accessed the Internet via mobile in the last three months

Strong mobile internet growth across all age groups

33%

44%

71%

32%

47%

65%

27%32%

49%

19%25%

33%

10%13%

21%

5% 5%8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

2009 2010 2011

16-24 25-34 35-44 45-54 55-64 65+

Source: Statistical Bulletin: Internet Access -

Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the

Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011.http://www.ons.gov.uk/ons/dcp171778_227158.pdf

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6mPeople in the UK accessed

mobile internet for the first time in the previous 12

months

Mobile internet in the UK

45%Of internet users in the

UK access the internet via mobile

Sources: 1 -

IAB Consumer M-Commerce Study October 20112 & 3 -

Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey

42%People in the UK say mobile is the EASIEST way to access

information

People do it, and people LIKE it...

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GSMA data

GSMA data

Trend: Nov 2011 –

Nov 2011 (UK data)

Source: GSMA data, November, 2011

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11

NHS.UK DIRECT.GOV.UK POLICE.UK DFT.GOV.UK

NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK

LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK

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GSMA data

GSMA data

Trend: Nov 2011 –

Nov 2011 (UK data) –

nhs.uk, directgov.uk, and police.uk omitted

Source: GSMA data, November, 2011

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11

DFT.GOV.UK NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK

LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK

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What does your website look like?

Of those that have:41% admit their website has a reduced appearance36% offer reduced functionality

The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage

So …

Half of UK organisations

fail to check their own website from mobile devices

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Copyright Incentivated Limited 2011

Contents

Mobile is a ‘hot topic’

About Incentivated

Why mobile?

What you can do –

examples

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Copyright Incentivated Limited 2011

What Incentivated is

An independent technology company and marketing services agency

10 years’ experience operating exclusively in the mobile marketing sector

We help our international client-base deliver integrated acquisition, CRM, and mCommerce campaigns and services through mobile

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Copyright Incentivated Limited 2011

Some of Incentivated’s public sector clients

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Full service mobile with deep experience

Technologies5 formats:

Enterprise Messaging (SMS, MMS etc)Mobile InternetAppsShort codes and QR codesLocation marketing

Services2 consultancy offerings:

Creative / UXStrategy

Needs3 key areas of client activity:

AcquisitionAfter Sales / CRMmCommerce

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Copyright Incentivated Limited 2011

www.incentivated.comVisit our website to for more detail, product summaries and white papers

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Copyright Incentivated Limited 2011

Contents

Mobile is a ‘hot topic’

About Incentivated

Why mobile?

What you can do –

examples

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Easy & convenient for the citizenSending SMS is simple and familiar: an everyday habit for over 90% of the population

Why should a local authority use mobile?

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Helps the organisation manage costs, whilst meeting its communications accessibility objectives

Why should a local authority use mobile?

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Provides measurable response rates and analytics (often more accurate than online in terms of uniqueness)

Why should a local authority use mobile?

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As part of the increasing move to digital service delivery, mobile improves accessibility across all demographic segments. Mobile overcomes the creation of a digital divide as mobile ownership surpasses that of PC – and even the cheapest, lowest spec mobiles these days have basic access to online services.

Why should a local authority use mobile?No phone left behind > mobile allows optimised

accessibility across all devices

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Puts the local authority “Brand in the hand” of the citizen

Why should a local authority use mobile?

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Forward thinking. Technological advances combined with digitally-savvy audiences make mobile the most targeted and personalised marketing channel available

Why should a local authority use mobile?There are 123 active mobile phones for every 100 people in the UK –

placing us 15th

in the world table of device ownership

Source: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use

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Mobile App or Mobile Web?

43%

39%

32%

34%

36%

38%

40%

42%

44%

Mobile internet Apps

.

Mobile internet vs

apps usage

Although apps are ‘cool’, mobile sites reach more people

Source: comScore mobilens

data, 3-month average ending March 2011

21% 19%16%

13% 13% 11% 9% 8% 7% 7%

0%

5%

10%

15%

20%

25%

Searc

hSo

cial n

etwor

king

News

Sport

s info

Wea

ther

Entertai

nmen

t new

sGen

eral r

eferen

ce

Tech

news

Photo/vi

deo sh

aring se

rvice

Map

s

Top site types accessed by mobile internet

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Comparison of apps and sites

Mobile siteHybrid app Web appNative app

+ Offline content + Access GPS

+ Control camera and use of other native

features -

Have to download app

+ Offline content + Access GPS

+ Functions just like an app but do not have to download via app store

-

Can’t use camera or any other native features

+ Offline content + Access GPS

+ Control camera and use of other native

features + Content easily

updatable -

Have to download app

+ Access GPS + Do not have to

download app -

Can’t use camera or any other native features

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NHS Direct

Apps

Work through one of the clinically tested health assessment tools by selecting your symptoms and answering some short questions about how you’re feeling

Key features: Health assessment on the move; A comprehensive range of symptom checkers; Personalised guides to looking after yourself; Option to save advice to your device

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Philly Watchdog (Philly City Controller)

Apps

Take a direct role in stamping out fraud and waste by reporting incidents directly to the Fraud Unit

Submit reports of fraud and abuse directly to the City Controller's Fraud Unit; Record video, take a picture or upload a previous file capturing fraud incidents; GPS feature allows reports to tag location of incident; Includes option to report anonymously; Call the Controller's Fraud Hotline directly 215-686-3804; Access the Controller's website for latest news and reports

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Bassetlaw Council modernises its meetings by going "paperless"

Tablets in councils

Bassetlaw Council, amongst others in the UK and around the world, are looking to save time and money by using iPads instead of traditional paper-based approachesThe council currently publishes agendas and minutes in a booklet form and feels it needs to cut down on the amount of paperwork produced. Cost savings are estimated to be £70,000 over two years with the introduction of the iPadMeetings will be paperless with all agendas, minutes and presentations viewed electronically

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Bury Council, for its garbage collectors

The iPads will be mounted on the refuse collecting trucks dashboard to provide route guidance for the driver. More importantly they will be used to gather data on households who do not recycle or fail to put out their bins altogether

The scheme is set to replace paperwork, and iPads will be pre-loaded with information and streets and houses will be seen on-screen

Tablets in councils

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Surrey County Council social workers’

app

The application gives social workers secure mobile access to care records and allows them to complete assessments and update personal details while they are making home visits.

In testing as of May 2011

http://www.youtube.com/watch?v=VGEGEvFeukw

Tablets in councils

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Contents

Mobile is a ‘hot topic’

About Incentivated

Why mobile?

What you can do –

examples

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Copyright Incentivated Limited 2011

SMS alerts and remindersCitizens can sign up to receive timely, automated, SMS alerts for a variety of services

Local traffic information (roads and motorways)

Recycling reminders

Local transport information (trains, buses)

School updates (closures for weather etc)

Pothole alerts

Registration of births – enter due date, sent reminder

Events for children, elderly, tourists, hard of hearing

School closure updates

Flooding updates

Job alerts

Check your smoke alarm battery…

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Notify NYC

SMS

Registrants can select five notification types for up to five ZIP codes across NYC: Emergency Alerts –messages about life-threatening events that may require immediate action; Significant Events Notifications – important information about emergency events, utility outages and other types of high-impact events in your ZIP code; Public Health Notifications; Public School Closing/Delay Advisories; and Unscheduled Parking Rules Suspensions

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[email protected]

The solutionBusiness need

From Ambassadors:Your recruitment event is tomorrow at 24 Southwark Road SW1 5FR at ‘LDA building don't forget your ID. To reschedule call 08448889187 (click-to- call) To opt out, reply ALERTS STOPOPTIONS BACK

Inspiration guide: Acquisition| CRM | Enterprise messaging

Public sector: LDA

LDA connects volunteers with 2012 Olympic & Paralympics Games using mobile

Incentivated provides a full mobile service which reminds volunteers to attend Ambassador interviews and training sessions.

Using our reporting platform the LDA now monitor attendance and retention rates. LDA has be given full-access to the SMS platform and is responsible for the set-up, scheduling and sending of subsequent "alert" outbound sms

broadcast(s), with no limitation on the number of messages that can be sent.

The LDA find the reminder process as easy to follow as possible as the existing online process has been replicated.

The London Development Agency is currently running a ‘London Ambassadors’

volunteering programme and needs to sign up a number of volunteers to welcome visitors during the 2012 Olympic and Paralympics Games.

Functions

• Enterprise messaging alerts• Click to call facility

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Public information/ educationProvide information concerning local services or area.

SMSbrochure or e-brochure request (e.g. an electoral registration form)Summer reading challenge (e.g. text for “Space Hop” book)Sign up for an e-zine or newsletter

Mobile internetWe can create rich-media mobile sites and applications to engage the citizen further and provide access to more detailed information (e.g. directgov)

ApplicationsWe can create an ‘app’ to deliver a rich design and use more of the functionality of the phone (e.g. “Starve your bin” for Recycle for London, and “Plings” for DCSF).

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[email protected]

The solutionBusiness need

Inspiration guide: Acquisition | CRM | Mobile internet | Location marketing

Public sector: Royal Borough of Kensington and Chelsea

RBKC goes mobile in time for 2012 Olympic visitors

To promote the Borough’s diverse retailers, and as part of the Borough’s visitor strategy in the lead up to the 2012 Olympic and Paralympic Games, we developed a mobile internet site for RBKC to raise awareness of its international tourist destinations.

The mobile site is integrated with the desktop site’s CMS to deliver mapping and information services for the Borough’s five key tourist areas: Kensington; Notting Hill; Sloane Square / King’s Road; Holland Park and Knightsbridge.

The mobile site also features a full list of attractions, events, museums, as well as a complete shopping directory and an interactive mapping solution. Users can also access a broad range of restaurants, bars, and hotels in the Borough.

A mobile internet site was required to provide tourist and visitor information for the Royal Borough of Kensington and Chelsea, particularly to support its strong mix of retailers and for 2012 Olympic visitors.

Functions

• Optimised mobile site with CMS integration

• Location-aware services• Advanced mapping solution with back-

end integration with desktop site

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Bridgwater -

Town Guide

QR codes

QR code took me to the iTunes store where I had the chance to download the Bridgwater app

Aimed at improving the touristic experience as well as supporting local retailers

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Find my nearest….Location can be determined from the handset so user does not need to know precisely where they are

Licensed taxi-cab services (e.g. Cabwise or Cab Safe)

Doctor/dentist

Recycling centre

Leisure centre

Tourist attraction (tourist information office)

Public conveniences (Sat Lav)

Car parking (incl. pay by SMS option)

Cash machines

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[email protected]

The solutionBusiness need

Case study: CRM Travel & Tourism | Public Sector: TfL

& Mayor of London

SMS helps reduce cab-related sexual assaults by 46%

A

Location Based Service

search is used to pinpoint the subscriber’s exact location, enabling the relevant information to be identified and sent.

The database of 45,000 licensed minicab operators and drivers is updated daily

to maximise safety.

46% reduction in cab-related sexual attacks on women over five years (2002 -2007)

Just 4% women used unlicensed minicabs in 2007 in comparison to 18%

in 2003 •

100%

year on year increase in monthly uptake since new branding campaign

As part of a print, poster,

radio and TV campaign for a safer London, a text message service

was created to give out booking numbers for licensed minicab and black cab firms

in the user’s location.

Results

46%Reduction in cab-

related attacks

4%Unlicensed cab

use

Subscribers text HOME to 60835

(spells “GoTFL) and receive local, licensed, minicab and taxi booking-

office phone numbers for the area they are texting from.

FROM: 60835Local licensed minicabs: Reliable Radio cars 02086716666, P&L Car Service 02077339582. For a Black Cab, call ONE NUMBER on 08718718710

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Pay for servicesEnable people to pay for common public services using their phone

Pay by SMSSchool mealsBook/pay for “dial-a-ride” servicesTraffic finesLibrary finesOrder a smoke alarmCar parking (pay and display)…

mCommercePeople are increasingly shopping through their mobile phones, and becoming comfortable doing so. We can optimise your website for mobile, or create an app for a particular service and enable full and secure payment for services within it.

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Bromley: The London Borough

Mobile parking payment

This service, provided by RingGo, is available in all council-owned pay and display parking areas and car parks. You can pay for parking securely with a credit or debit card rather than using cash at a machine.

The benefits include: extend your parking, wherever you are, by contacting RingGo again; avoid penalty charge notices due to lost or badly displayed tickets; receive a text message when your time is due to expire (charges apply); find parking close to your current location using a RingGo app.

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Ask the public –

mobile surveyConducting surveys via mobile can be a quick and cost-effective way of engaging the electorate and increasing input into authority decision-making

Raise awareness of mobile initiatives

Involve citizens in the consultation process

Generate a database of opted-in mobile numbers for future outbound communication

Survey local residents to improve local engagement

Allow residents to complete surveys at their convenience (not in a rush on the street)

Reach a broader cross-section of the population

Position the authority as an innovative, modern council

Analyse campaign data to provide a clear strategy for subsequent mobile marketing

… and REGISTER TO VOTE (especially for harder to reach/inspire younger voters)

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[email protected]

The solutionBusiness need

Case Study: CRM | Shortcodes | Enterprise messagingPublic sector: DCA

1824Collective uses mobile to encourage young people to vote

The campaign comprised a core media mix of:

To raise awareness of London local election.

To target urban youth to encourage voting registration.

Functions

• 88% of 18-24 year olds own a mobile phone*

• Allows instantaneous response• Measurable results using various media

channels to prompt text response

* Source: Ofcom

From: 86222

Thank you: A voting registration form will be sent to you at the following address: 1 Love Lane, 3C2V7JN

Voter Registration forms are requested by texting VOTE plus name, house number and full postcode to 86222 (campaign now closed).

The latest Post Office ‘Postcode Address File’

is used to validate addresses.

• a recorded music track, also available as a ringtone and promotional video;

• radio advertising, posters, flyers and give-aways;

• internet microsite;• voter registration via text message.

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Closing thought

People with smartphones in the world today

plus 4 billion with internet-capable feature phones

At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online.

400m

Page 46: Camerjam public sector masterclass incentivated

Copyright Incentivated Limited 2011 www.incentivated.com

Jonathan BassManaging Director

Email [email protected]

@incentivated

Incentivated23 Curtain Road

London EC2A 3LTTel: 020 7392 2323

(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)