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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Pender Island — June 3-5$1133, includes conference, accommodation, meals & ferryBoomBoomBoom.ca
Make a Plan
Do Next Week
Do by Next Month
Do by December
Use 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 CTAsConversion Optimization (tracking, testing)
Use your analytics reports Change cover image & urlsWearables (content
snippets)
Confirm Location listingBig images, content
snippets
Confirm Phone format
