jonathan dunn - talking you down from the bleeding edge
TRANSCRIPT
“Talking You Down From the Bleeding Edge:
Making Mobile Work for All Communities
Jonathan Dunn@JCDUNN
Hello, Operator?
Image credit: http://www.flickr.com/photos/robertlz/
Who’s Coming To the Party?
Everyone’s Got One of These
And some of us have these….
Mobile Connects
http://www.flickr.com/photos/erlingsi/3591256069/
Multiple ways to connect; multiple ways to consume information
Mobile Empowers
“There’s an app for that”http://www.flickr.com/photos/vietninjaxtc/3452437170/
Mobile is…a powerful tool for identifying, navigating,
connecting to and interacting with the world around us
http://www.flickr.com/photos/sooey/3633115048/
Augmented Reality
http://www.flickr.com/photos/antjeverena/3327157278/
As a brand using AR, wouldn’t you like: click to call, links to web, push offers, invitations to connect, integrations with social networks?
Augmented ‘Connectivity’
What happens when we can insert personal information into the AR environment?
Mobile Social Networks
Social Networks Made MobileTake existing network with you, build on what you already have
Mobile Extends
Mobile For Everyone
But if that’s the bleeding edge, what about the lowest common denominator?
http://www.flickr.com/photos/kamshots/193501258/
Spreading the Word
SMS has reach & responsiveness
Spreading the WordNews organizations using mobile to gather ‘real
time’ from the scene reporting.
Tweets, email, text, picture, video can all be sent via mobile.
The Good/The Bad: Barak Obama spreading speech content via SMS.
During Iran protests, SMS network shut down.
Always Remember…
…mobile is both a set of communication/content tools AND an extension of a real person ‘out in the world’
http://www.flickr.com/photos/fluidforms/3524861901/
What Do Real People Like? Simplification – make things easier Value – benefits to me Stimulation – filling in downtime Involvement – participation, sense of belonging
http://www.flickr.com/photos/imagesbywestfall http://www.flickr.com/photos/cosmickitty/ http://www.flickr.com/photos/dongkwan/ http://www.flickr.com/photos/eelssej_/
Your Framework
Consider both what tactics are right for your audience and what you can do with them
Aid in documenting and sharing Aid in discovering opportunities Aid in facilitating connections Ensuring you have optimized content
Why Mobile Now
Highly personal, direct channel
Key is getting audience used to engaging with you via mobile
As technology and applications evolve you’ll have conditioned stakeholders to viewing mobile as a content/connection channel
Where Mobile Makes Sense
In media outreach to acquire and inform At events to engage and document To drive action and solicit response
http://www.flickr.com/photos/n0seblunt/3408501616/
Acquisition
Information
“Listen To Me”
EngagementFor brands it’s about purchase consideration
Product alerts Coupons Product matching/comparison shopping (image
recognition LBS services mobile commerce
Engagement Micropayments, donation
Action tips, inspiration (SMS, IVR)
Capture content – picture uploads, QIK video streaming
How To Engage
Mobile Web Sign up
Volunteer Opportunities to Your Phone
What’s Standing In The Way? Mobile websites can be easily/cheaply built
but significant costs for app development
Need for technical partners for shortcode/SMS activations
Nuts & Bolts of integrating streamed/submitted content through to other platforms
Getting Started...
Understand your audience and how they use mobile
Build a mobile list Launch a mobile website Build an app if you’ve got the technical chops
and budget (or someone willing to do it for you) Optimize your existing content (i.e. newsletters)
