where are they now? probably not in front of a computer... mobile engagement seminar, 23 march 2016

PRECEDENT

MOBILE ENGAGEMENT SEMINAR

Tim O'Donnell

PARTNER DIRECTOR

CHARITY COMMS

@precedentcomms #charitymobile

WHERE ARE THEY

NOW?

WHERE ARE THEY

NOW?

PROBABLY NOT IN FRONT OF A COMPUTER...


LOVES

MOBILE

EVERYONE


LISTENTO AN AGENCY

WONK?

BUT TIM, WHY WOULD I


WHO REMEMBERS DIGITAL IN 2002 ?


26 YEARS

+100 EXPERTS IN

DESIGN, TECH,

STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM


MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

”


DIGITAL

STRATEGY

WEBSITES,

TABLET & MOBILE

DIGITAL

TRANSFORMATION

PRECEDENT.COM


WHAT IS THE

CHALLENGE?

• In 2013 we had a “Head of Mobile”• We don’t have one now• Mobile engagement is just engagement• Not in front of a computer• Not on your premises• Not with your representative


GREAT, SO JUST

DIGITALTHEN?

• What are your own experiences of mobile?


IT’S NOT YOUR

SECTORTHAT SETS THE

BENCHMARK


THE RISING

TIDE• Match or exceed the best experiences• Seek out the new norms• Being ‘the best of us’ will not drive outcomes


BUT NOT

THE RISING

TIDAL(THAT’S A JOKE)


THE RISING

TIDE• Beacon payments “Tap to donate”• Buy buttons e.g. Instagram – drive sales and

revenue share • Pay-from-pocket


HE CAN

CAN YOU?


NEW SERVICES

NEW

PARTNERSHIPS


NOT EVERY

NEW THING

WORKS


BUT DO EXPERIMENT


BUT WHAT

DOES IT

ALL MEAN?


FOURTHINGS TO REMEMBER

PUTTING IT IN TO ACTION


Things about Mobile

4MOBILE IS

DIFFERENT

THE SAME

A CHANNEL

A TECHNOLOGY


MOBILE IS

REMEMBER :

DIFFERENT

• Does the message match the mindset?• Does the copy and content fit the format?• Expectation of frictionless transaction• Touch, don’t type 1


2

MOBILE IS

REMEMBER :

THE SAME

• Do you understand youruser?• User research• The digital cycle: Do, Measure, Decide, Iterate• Fail fast


HOW TO UNDERSTAND YOUR

USER

• Talk To Them

USING OUR HIGHLY DEVELOPED

METHODOLOGY


MOBILE IS A

REMEMBER :

CHANNEL

• Again, think mindset• Web, App, SMS, Location, IM, E-mail• Two-way• Do your channels compete, or reinforce?3


MOBILE IS A

REMEMBER :

TECHNOLOGY

• Mobile payments• Beacons / Near-field contactless• Examine your operations for quick wins• How are you staying current? 4


DIFFERENT

THE SAME

CHANNEL

TECHNOLOGY.


QUESTIONS &

THANK YOU.


S O M E E X A M P L E S O F O U R C H A R I T Y S E C T O R C L I E N T S

33

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

23 March 2016

London

#charitymobile

Mobile engagement

seminar

Sponsored by

where are they now? probably not in front of a computer... mobile engagement seminar, 23 march 2016

Government & Nonprofit