Download - Mobile Touches Everything webinar (Oct 2011)
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Mobile Touches EverythingMisty McLaughlin
2©2011 Convio, Inc. | Page
Misty McLaughlin Manager of User Experience
• 10 years of nonprofit-focused online consulting
• Master’s degree in Information Architecture (IA)
• Worked with nonprofits of all shapes, sizes, budgets, and causes
• Newest exciting mobile projects:• Launching the new mobile
U.S. Fund for UNICEF site(coming two a device near you!)
• Just published A Guide to the Mobile Web: Best Practices for Nonprofits
Your Host
I’m also a…Portland, Maine
residentwho’s a
parent of a 2-year-oldand a
Cancer who likes
long walks on the beach …with my mobile
device.
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• Who here has a smartphone?
Poll: You & Mobile
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• Who here has a smartphone?
• How many organizations currently have a mobile web presence?
Poll: You & Mobile
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• Who here has a smartphone?
• How many organizations currently have a mobile web presence?
• How many have mobile-specific goals for 2012?
Poll: You & Mobile
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What’s it all about?
In-context, on-demand connection
The Buzz About Mobile
For you: The most immediate channel for reaching constituents – where they already are.
For your supporters: Their venue for accessing information, organizing their lives, and engaging daily with the causes they most care about.
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90% of NPOs use email and social marketing in their engagement strategies…
Why Are We Here Today?
* From NTEN’s recent survey on nonprofit mobile trends
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90% of NPOs use email and social marketing in their engagement strategies…
…yet only 16% will have a mobile presence
in 2011*
Why Are We Here Today?
* From NTEN’s recent survey non nonprofit mobile trends
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• A channel
• An environment
• A cluster of activities
• A set of constraints & opportunities
• A way of thinking
• A lifestyle
• A culture
• A paradigm shift
Mobile is…
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In Short…
*Gratis Lara Koch, Mobile Communications Manager, Humane Society of the U.S.
Mobile. Touches. Everything.*
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A sensitivity exercise…
From your smartphone, try:
www.nyu.edu
Why is Mobile Important?
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A sensitivity exercise…
Now try:
http://humanesociety.org
Why is Mobile Important?
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A strong, simple mobile presence =
Foundational to effective campaigning
Why is Mobile Important?
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Reasons to Go Mobile:
#1. Your Visitors Already Are
How to Know If You Need a Mobile Site
• 5% or more of visits• Referral traffic from mobile
sites• Planning to target highly
mobile constituencies
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Reasons to Go Mobile:
#2. Portable Potential
How to Know If You Need a Mobile Site
• Geographic or place-based element to your cause
• Host awareness-building, promotional, or fundraising events
• Send email communications containing interesting links (e.g. local or personalized content)
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Reasons to Go Mobile:
#3. You’re Already Redesigning
How to Know If You Need a Mobile Site
Design for mobile first.
“When a team designs mobile first, the end result is an experience
focused on the key tasks users want to accomplish without the extraneous detours and general interface debris that litter today's desktop-accessed
Web sites. That's good user experience and good for business.”
- Luke Wroblewski, Ideation + Design
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A. Mini Site(Speed Dating)
• Mobile-optimized, curated set of content (~3-25 items)
• Typically consists of:• Highest-value content pages• <5 action opportunities• Basic about/education page• A few timely news items
Approaches to Mobile
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B. Campaign, Program, or Event Site(Dipping the Best Toe into the Mobile Waters)
Approaches to Mobile
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C. Engagement Opportunity Only
(Nothing But Action)
• Donation form• Action alert• Sign up form• Event/participant center• Petition• Other campaign component
Approaches to Mobile
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D. Mobile-friendly Content(Mining Those Sub-Pages)
• Different from “mobile-optimized” content
• Typically automated across a site• Minimal nav and images• Often combined with Mini or Full
Site approaches• Use case: A supporter searches a
topic or clicks on a link in an email and reaches this page
Approaches to Mobile
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E. Special Interactive Feature (The Whiz Bang)
Approaches to Mobile
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F. Full Mobile Site(The Kitchen Sink)
• For orgs that provide info as a service
• Extremely rare (or for very small sites)
• Only appropriate for sites with high-value, high-traffic content
• Biggest investment is in strong IA and design to make so much content navigable
Approaches to Mobile
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1. Define one key message
2. Identify desired actions
3. Allocate real estate
4. Create design
5. Build and test
Strategizing, Designing, & Building
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• Distill your org’s online priorities.
• Define one key message that’s succinct, understandable, and repeatable.
Strategizing: Defining Your Message
“At [org name] we [verb phrase] so that
[constituent group] can [verb phrase].”
Hint: Not your mission statement.
For U.S. Fund for UNICEF:
“22,000 children die each day of
preventable causes. We believe that
number should be zero.”
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• Ideally focus on 1-2 key actions (<5)
• Prioritize actions so one task is clearly at the forefront
Strategizing: Identify Desired Actions
Email signup
Location-specific search
Donations
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Designing: Allocate Real Estate
• Start with key message and desired actions
• Standard screen size: 320x480 pixels
• Prioritize. And plan for experiences at top AND bottom of page
• Limit scrolling for homepage, but OK for secondary pages
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Creative Strategy
• Adapt your existing visual brand
• Choose a small “best of” set of visual communicators (imagery, brand elements)
• Prioritize spatial arrangement, orientation, and hierarchy
Designing: Visuals
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Strong CMS Capabilities• Separating presentation
elements from content• Facilitating automatic
device detection • Allowing for device-
specific tailored displays• Creating simple
movement between mobile and desktop content
Building Your Mobile Presence
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Build for Maintainability• Incorporate feeds &
dynamic content• Balance evergreen with
timely content• Touch your content just
once• Create a scalable structure• Review & iterate
Building Your Mobile Presence
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• Cater to the majority, accommodate the minority
• Optimize for 2-3 devices to reach 90%
• Current standard is 320 x 480px
• Use simulators (no need to buy every device!)
Building: Test, Test, Test
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Promote it!
1. Cross links between mobile & full sites
2. Desktop site call-out
3. Promotional campaigns• Geosocial Networking• Text2Give• QR codes
Congrats…You’re Mobile! Now What?
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To app, or not to app?Congrats…You’re Mobile! Now What?
Monterey Bay Aquarium’s Seafood
Watch(free)
Central Park Conservancy’sCentral Park App
($1.99)
YMCA’sLocation Finder
(free)
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Evolve your content
• How might someone read, perceive, or use this item on the go, from a small screen?
• Which visual content is critical to communicating a particular message? Which is peripheral?
• How can we increase the level of interactivity of our offerings?
Congrats…You’re Mobile! Now What?
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Mobilize gradually
• Analytics are your friend.
• Always be evaluating mobile fitness.
• Plan for phases 2+.
Congrats…You’re Mobile! Now What?
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• Take a multi-channel perspective.
• Acquisition tool• $11/email address
gathered• 86% who give via text are
willing to consider larger gifts via other channels*
• Opportunity cost
Congrats…You’re Mobile! Now What?Measure your investment:
Does mobile bring in the bacon?
*mGive’s Text Giving Donor Survey Report
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• Convio’s A Guide to the Mobile Web: Best Practices for Nonprofits
• mGive’s Text Donations Research
• Mobile Donation Price Point Study• Text Giving Survey Report
Mobile ResourcesMobile guide
screenshot here
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Questions?Misty McLaughlin
512-652-2661 [email protected] @uxfornonprofits on Twitter
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