Multi-Screen Communication Strategies

Communication Strategies for the Multi-Screen World

Presented May 9, 2014 for The Digital NonprofitMonique [email protected]

Technology Changes (and Quickly)

2007 Social Media Starfish

Today

Wearables?

Source: Lee Lefever

Holy Understatements, Batman!

Source: Gartner, IDC, Enders Analysis

Determine the “So What” for Your Organization

Audience > Mobile > Devices

37 Different Screen Resolutions

Design for the Experience (not the Device)@BoxcarMarketing

#1 Responsive Website Design

Responsive Website Checklist

If you want ... Higher Conversions• Avoid pinch-zoom• Design for up-down scrolling• Large buttons; Avoid clustering links• 1-2 clicks to complete a task (i.e., complete a forms, click to dial)

If you want ... Easy to Maintain and Easy to Share Content• 1 website vs. a full-site and an m-dot site• 1 URL • No duplicate content

# 2 Email Campaigns

50% of all emails are opened on mobile devices

Email Checklist (1 eye, 1 thumb, 1 arm)

If you want ... Higher Conversions• Avoid pinch/zoom • Large buttons• Clear, primary CTA • 1-2 clicks to complete a task • Pre-header text

If you want ... More Subscribers• Clear subscribe options on site (optimize for the entire path)• Build the list w/social media, email signatures, contests, offer incentives

# 3 Social Media

Social Media Checklist

If you want ... More Awareness, Interest, Desire, Intent, Action• Invest in good photos • Always include a short caption w/photos• Leave room for RT• Use hashtags• Inspirational quotes and powerful stats (cheese + broccoli) • Change up the cover images & URL to match campaigns• Take advantage of 3rd-party apps from tracking, promoting or fundraising

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Make a Plan

Do Next Week Do by Next Month Do by DecemberUse your site on mobile & tablet CSS: font size & buttons Responsive site

Review CTA (tracking, testing) Simplify forms Responsive email template

Make a list; simplify, optimize Thx Page CTAs Conversion Optimization (tracking, testing)

Use your analytics reports Change cover image & urls Wearables (content snippets)

Confirm Location listing Big images, content snippets

Confirm Phone format

You Can Do IT

How can I help?Monique [email protected]