Jonathan Dunn - Talking You Down from the Bleeding Edge

“Talking You Down From the Bleeding Edge:

Making Mobile Work for All Communities

Jonathan Dunn@JCDUNN

jd@jonathandunn.ca

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)

Thank You!

Jonathan Dunn@JCDUNN

jd@jonathandunn.ca