going mobile - engaging audiences via the mobile web

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David Dombrosky, Dombrosky Arts Consulting [email protected] 2011 Performing Arts Exchange Baton Rouge, Louisiana Going Mobile: Engaging Audiences via the Mobile Web

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Workshop slidedeck from a presentation at the 2011 Performing Arts Exchange focusing on how performing arts presenters and artists can engage audiences via mobile devices.

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Page 1: Going Mobile - Engaging Audiences via the Mobile Web

David Dombrosky, Dombrosky Arts [email protected]

2011 Performing Arts ExchangeBaton Rouge, Louisiana

Going Mobile: Engaging Audiences via the Mobile

Web

Page 2: Going Mobile - Engaging Audiences via the Mobile Web

What is the Mobile Web?

Page 3: Going Mobile - Engaging Audiences via the Mobile Web

Why Do We Need to Engage?

3 Drivers:

I. Access

II. Behavior

III. Expectation

Page 4: Going Mobile - Engaging Audiences via the Mobile Web

We can’t afford to engage with mobile.

Not true.

You most likely already participate in “mobilized” online environments.

Page 5: Going Mobile - Engaging Audiences via the Mobile Web

Common “Mobilized” Online Tools

FacebookTwitterYouTubeFlickriTunesGoogle MapsPress sites

Page 6: Going Mobile - Engaging Audiences via the Mobile Web

QR Codes

QR = “quick response”

Bar codes can be linked to content

QR Code readers are free

Generators are also free

Page 7: Going Mobile - Engaging Audiences via the Mobile Web

QR Codes

What QR Codes Can DoWhat QR Codes Can’t Do

Browse to or bookmark your website or a specific webpage.

Create an address book entry.

Post a tweet on Twitter.Send a call, text, or email.Create a calendar event.Generate free format text.Play video or audio

Collect data.Auto-fill form fields with

user’s info after following QR code generated link.

Contain more than a few thousand characters.

Replace traditional marketing efforts.

-- From The Arts Administrator’s Guide To Becoming A QR Code Superhero

Page 8: Going Mobile - Engaging Audiences via the Mobile Web

Location-Based Social Networks

FourSquare – what is it?

Claim your venue or brand

Ask visitors to “check-in”

PromotionsCross-promote

with nearby businesses

Event check-ins are coming soon

Example: Durham Performing Arts Center

Page 9: Going Mobile - Engaging Audiences via the Mobile Web

Look for Apps You Can Tie Into

• User-generated or self-generated content

• Partner programs

Page 10: Going Mobile - Engaging Audiences via the Mobile Web

Mobile Websites

Currently over 233 billion websites on the Internet

In 2010, just over 3 million of them were mobile-friendly

Accessible from all types of mobile devices

Require access to the Internet (3G, WiFi, etc.)

Live example – Richland Performing Arts Center

Page 11: Going Mobile - Engaging Audiences via the Mobile Web

Making Your Website Mobile Friendly

Keep the layout simple and easy to navigateKeep images to a minimumTest your site on a number of mobile devicesCreate a separate mobile site

For example: m.richlandpac.com instead of www.richlandpac.com

Consider using services like MoFuseRedirect mobile users to your mobile site

Page 12: Going Mobile - Engaging Audiences via the Mobile Web

Mobile AppsSoftware

designed for a mobile device – smartphones or tablet computers

ConnectivityPlatform-

specificUnique,

interactive experience

Page 13: Going Mobile - Engaging Audiences via the Mobile Web

Example of a Presenter App:

Page 14: Going Mobile - Engaging Audiences via the Mobile Web

Mobile App Developers

Think localCase Study: Long

Center in Austin, TX

Cultural app developersInstant EncoreCloudtix

Page 15: Going Mobile - Engaging Audiences via the Mobile Web

Things to Think About

What do your patrons or fans want from their mobile experience with your organization?

What types of content do you already have to use?

What budget level do you have to devote to mobile engagement? Can you leverage other resources or relationships?

Page 16: Going Mobile - Engaging Audiences via the Mobile Web

Questions?