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Beyond Responsive: Engaging Your Mobile Constituents

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Beyond Responsive: Engaging Your Mobile Constituents Steve Rittler, CounterMarch Systems + AlumnIQ | @scrittler Matt Lindsay, George Washington University | @lindsam8


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Your Mobile Constituents


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Today’s Goals 5 Keys to Mobile Success What’s Next in Mobile Actionable Next Steps


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5 Keys to Mobile Success Constituent Content Channels Community Conversions


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#1 Understanding Your Constituents


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Focus on User Experience


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Analytics


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What Happens to Feedback? constituent feedback


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User Testing


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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 Kaushik kaushik.net By Noel Reynolds / CC BY 2.0 via Wikimedia Commons


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Resist thetemptationtocrameverythingintooneapp http://www.flickr.com/photos/i5prof/2381588816/


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#2 Creating Engaging + Shareable Content


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Write Less, Show More http://xkcd.com/688/


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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 Hubspot Content Mapping Template http://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing


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Content, and Context, Rule


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#3 Leveraging Existing and New Channels


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It’s Not Mobile Web vs. App http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report


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It’s Not Mobile Web vs. App http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report


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Mobile Email Readership is the Norm


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First Promotions, Now This!


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Growth in Mobile Web Sessions January 2015 January 2014


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Social is Mobile, Mobile is Social


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#4 Building and Supporting Community


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Building Community with UGC


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Deliver Value, Not Talking Points http://xkcd.com/773


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Facilitate Interactions


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#5 Optimizing for Key Conversions


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Digital Considerations Acquisition Behavior Outcomes


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Digital KPI Conversion Rate 68.9%


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Growth in Mobile Web Sessions January 2015 January 2014


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Growth in Mobile Conversions? January 2015 January 2014


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What’s Next In Mobile Wearables Digital and physical converge Contextually aware and personalized


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Mobile Was


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Mobile Is


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What’s Next?


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Wearables


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Digital and Personal Converge www.bit.ly/islsmachines


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Contextually Aware and Personalized


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Beware http://www.slideshare.net/briansolis/a-manifesto-for-building-relationships-in-the-digital-era-by-brian-solis-and-gapingvoid-for-vocus


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https://twitter.com/gapingvoid/status/556128274334892033 Be Aware


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What To Do Wednesday 10 Actionable Next Steps


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#1 List Key Constituent Experiences Basic – Must Do https://solutions.forrester.com/mobile


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#2 Capture Metrics By Channel / Vehicle Basic – Must Do


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#3 Mobile-Optimize Templates and Test Basic – Must Do


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#4 Responsive Website Intermediate – Can Do


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#5 Event-Specific Mobile App / Sites Intermediate – Can Do


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#6 Website + App on Common Database Advanced – Should Do www.evertrue.com/blog/2014/03/14/advancement-office-2015/


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#7 Metrics Drive Insights and Segmentation Advanced – Should Do http://www.kaushik.net/avinash/create-analysis-ninjas-data-driven-cultures/


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#8 Virtual + Physical Complement Programs Advanced – Should Do


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#9 Giving + Event Reg with a Patient Thumb Advanced – Should Do


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#10 Networking is Pervasive Advanced – Should Do


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Thank You! Steve Rittler, CounterMarch Systems + AlumnIQ | @scrittler Matt Lindsay, George Washington University | @lindsam8


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