mccormick mobile media - mobile giving
TRANSCRIPT
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Mobile Giving
Presentation
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Mobile Stats
The Mobile Pyramid
Types of Mobile Giving
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CTIA, Nielsen
STATS & TRENDS
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292M cell phones in US & 97% can
send & receive SMS Text
93% household penetration
24% of households are wireless
Cell phone penetration has surpassed
Cable TV, web access and home PCs
Mobile Stats CTIA 2009-10
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As of June 2012, mobile
phones have a 101% market
penetration in the USA.
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Google Play or iPhone app?
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SMS is the #1 Smart Phone
function.
Should your TV
commercial
have a Call to
Action or Text
to Action?
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Mobile Internet Users to pass
Desktops within 24 months.
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Watch your data plan!
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85% of 18-29 text regularly
65% of 30-49 text regularly
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Adults 25-34 send 750
texts a month or 25 a day.
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95% of new mobile phone sales have web
browsers and 70 million U.S. customers use
them regularly.
2.27 trillion text messages sent in 2012
(173 billion in 2010; 7.2 billion 2005)
Data downloads up 89% in 2011 (435 MB/month)
Mobile Stats CTIA 2009-10, 2012
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Mobile Marketing Stats
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Mobile Marketing Industry Info:
Mobile Marketing Association
Common Short Code (Vanity Short Code)
Keyword / Short Code combination
(Text SPA to 58124)
Regular SMS vs Premium SMS
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96% of Text Messages are read within
5 minutes & acted upon in 15 minutes
Businesses typically see 5-20%
response rates (Verizon ‘09, eMarketer ‘10)
30% of adults would like to receive
coupons on their phone (Forrester ‘08)
Mobile Stats
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SMS is the preferred for
mobile coupons
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Most Common Practices?
Marketing & Promotions
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What’s it Mean?
Incredible Marketing
Opportunity
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People are tethered to their cell phone
Cell phone is part of our identity – ring tones,
social media, apps
Device that across racial barriers
38% say their phone is more important than
their wallet (Pew 2009)
Mobile is ubiquitous
Advantages
& Benefits
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But what it really means …
You can develop effective
Push / Pull campaigns, use
behavioral marketing &
enable traditional media
Shift from impressions to
personal engagement.
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It also means,
there is a shift from
impressions to personal
engagement
Advantages
& Benefits
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It also means,
your ad message
can be added to
social circles and
at the point of
purchase.
Advantages
& Benefits
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Mobile Pyramid
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1,000,000 people:
970,000 can text
300,000 use mobile web
129,000 Android
78,000 iPhone
Mobile
e-commerce
Apps & Mobile Web
Mobile ads & Mobile ad networks
SMS Text Messaging
Engagement
Reach
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Mobile Giving
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Text to Give
Text to Give
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Text to Give
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Raised $230,000 the 1st
year.
Text to Give
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Annual Gross Revenue of $500,000
Very strict vetting process
6 to 10 weeks for approval
Requires annual contract
Remit every 60-90 days
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Mobile Pledging
Mobile Pledging
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Mobile Pledging
Mobile Pledging
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Mobile Pledging
Mobile Pledging
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Mobile Messaging
Mobile Messaging
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Social Giving
Social Giving
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Social Giving
Social Giving
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Social Giving
Social Giving
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Social Giving Case Study
Social Giving
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Monetize the Message!
Critical mass of consumers – media, events,
social media, etc.
Clearly communicate that EVERYONE needs
to participate, i.e. Group Effort
2013 – Dip your toe in! You need to launch,
assess, re-launch. Don’t give up.
Tips & Strategy
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7.5 things
7.5 Mobile
things to do today!
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7.5 things
#1 Make your email blasts
mobile friendly
“view on mobile device” is the 3rd
most clicked
button when included – DMA 2010
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7.5 things
#2 Add your phone # to your
Meta-description
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7.5 things
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7.5 things
#3 Add “Click to Call” ad
extension to Google
AdWords campaign
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7.5 things
#4 Claim Your Google
Places profile
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7.5 things
#5 Get rid of “spell the
person’s last name”
phone systems
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7.5 things
#6 Write your emails for
mobile
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7.5 things
#7 Add text/mobile to your
business cards
#7.5 and voicemail!
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7.5 things
Thank You!