Beyond Responsive: Engaging Your Mobile Constituents Steve Rittler, CounterMarch Systems + AlumnIQ | @ scrittler Matt Lindsay, George Washington University | @lindsam8
Beyond Responsive: Engaging Your Mobile Constituents
Aug 10, 2015
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Beyond Responsive:
Engaging Your Mobile Constituents
Steve Rittler, CounterMarch Systems + AlumnIQ | @scrittler
Matt Lindsay, George Washington University | @lindsam8
Your Mobile Constituents
Today’s Goals
• 5 Keys to Mobile Success
• What’s Next in Mobile
• Actionable Next Steps
5 Keys to Mobile Success1) Constituent2) Content3) Channels4) Community5) Conversions
#1 Understanding Your Constituents
Focus on User Experience
Analytics
What Happens to Feedback?
constituent feedback
User Testing
Test, Measure, Repeat
It is hard to say no to a Executive idea… Testing is great because you can get the most important person's opinion: The Customer's.
Avinash Kaushikkaushik.net By Noel Reynolds / CC BY 2.0
via Wikimedia Commons
Resist thetemptationtocrameverythingintooneapp
http://www.flickr.com/photos/i5prof/2381588816/
#2 Creating Engaging + Shareable Content
Jimmy is new to gym
ownership. He needs to buy
some gym equipment, but
is unsure where to begin,
how much he should spend,
etc.
• Beginner’s Guide to
Buying Gym Equipment
[Ebook]
• New or Used: When to
Stretch Your Gym
Equipment Budget &
When to Splurge
[Infographic]
• Gym Equipment Budget
Template [Excel
spreadsheet]
• Purchasing Timeline for
Gym Equipment: What
Should You Buy First?
[PowerPoint worksheet]
• Request a quote
• Phone assessment of
equipment needs
Jimmy Gym Owner
5
Hubspot Content Mapping Templatehttp://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing
Content, and Context, Rule
#3Leveraging Existing and New Channels
It’s Not Mobile Web vs. App
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report
It’s Not Mobile Web vs. App
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report
Mobile Email Readership is the Norm
First Promotions, Now This!
Growth in Mobile Web Sessions
Device Category Sessions % Sessions
desktop 22,474 75.0%
mobile 5,549 18.5%
tablet 1,953 6.5%
TOTAL 29,976
Device Category Sessions % Sessions
desktop 25,848 68.0%
mobile 10,004 26.3%
tablet 2,171 5.7%
TOTAL 38,023
January 2015
January 2014
Social is Mobile, Mobile is Social
#4Building and Supporting Community
Building Community with UGC
Facilitate Interactions
#5Optimizing for Key Conversions
SOCIAL
APP
SEARCH
Digital Considerations Acquisition Behavior Outcomes
REVENUE
DATA
ENGAGE
AWARENESS
Digital KPI Conversion Rate
Abandons Conversions
Gift
38.3%
61.7%
Abandons Conversions
Event Reg.
27.4%
72.6%
Abandons Conversions
Contact Update
31.1%
68.9%
Abandons Conversions
53.5%46.5%
PortalLogin
Abandons Conversions
VolunteerSign Up 55.8%
44.2%
Growth in Mobile Web Sessions
Device Category Sessions % Sessions
desktop 22,474 75.0%
mobile 5,549 18.5%
tablet 1,953 6.5%
TOTAL 29,976
Device Category Sessions % Sessions
desktop 25,848 68.0%
mobile 10,004 26.3%
tablet 2,171 5.7%
TOTAL 38,023
January 2015
January 2014
Growth in Mobile Conversions?
January 2015
January 2014
What’s Next In Mobile• Wearables• Digital and physical converge• Contextually aware and
personalized
Mobile Was
Mobile Is
What’s Next?
Wearables
Contextually Aware and Personalized
Beware
http://www.slideshare.net/briansolis/a-manifesto-for-building-relationships-in-the-digital-era-by-brian-solis-and-gapingvoid-for-vocus
https://twitter.com/gapingvoid/status/556128274334892033
Be Aware
What To Do Wednesday10 Actionable Next Steps
#1List Key Constituent Experiences Basic – Must Do
https://solutions.forrester.com/mobile
#2Capture Metrics By Channel / VehicleBasic – Must Do
#3Mobile-Optimize Templates and TestBasic – Must Do
#4Responsive Website
Intermediate – Can Do
#5Event-Specific Mobile App / SitesIntermediate – Can Do
#6Website + App on Common DatabaseAdvanced – Should Do
www.evertrue.com/blog/2014/03/14/advancement-office-2015/
#7Metrics Drive Insights and SegmentationAdvanced – Should Do
http://www.kaushik.net/avinash/create-analysis-ninjas-data-driven-cultures/
#8Virtual + Physical Complement ProgramsAdvanced – Should Do
#9Giving + Event Reg with a Patient ThumbAdvanced – Should Do
#10Networking is PervasiveAdvanced – Should Do
Thank You!
Steve Rittler, CounterMarch Systems + AlumnIQ | @scrittler
Matt Lindsay, George Washington University | @lindsam8
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