Thursday, August 16, 2012

Go Mobile Association. Go Mobile!

Note: This is an update from an original blog posted 11/17/11.

The last nine months have only reinforced my original thinking that – as members, donors and prospects move to Smart Phone and iPads – associations must get mobile quickly.

Yes, it is great that your association has developed one or more mobile apps ... but, if that ap sends your members or prospects to an “old style” (e.g., desktop formatted) website, what have you accomplished other than to frustrate your members and prospects?

The hassle of “going mobile” has been that you had to go mobile in two to three different formats. And, that just added time and money ... and, perhaps, kept some associations from getting there.


Fortunately, some new technology “automatically converts” (sorry for a non-tech term) your “stuff” to whatever mobile tool the recipient is using.

Here’s a tip Greg Schultz shared at Sunday’s Marketing Tips in Social Media Age panel presentation at the ASAE annual meeting in Dallas: [See page 37.]

“You blinked and mobile-optimized is old news. Responsive and adaptive sites deliver the best experience and allow the best access possible to your content. This new way of developing sites is platform independent and allows features to be added progressively based on users device, browser and connection speed. Your customers don’t feel penalized or judged for not having the latest technology. In the slide, you can see the site scale and adjust its features for computer screen to tablet to smartphone screen sizes.”


Here are a couple of other articles regarding the power of mobile technology:

Small Twitter Advertiser Calls Some Mobile Ad Results "Staggering" 
While everyone else flails around and tries to find a way to make mobile ads work, Twitter is quietly cashing in. More than half of the company's revenue now comes from mobile, Shira Ovide of the Wall Street Journal reports.

“The restaurant chain PF Chang ran a small time-sensitive Twitter ad campaign earlier this year, and a digital marketing executive at the company called the results "staggering." PF Chang spent $25,000 targeting offer ads at Twitter users who searched for "Chinese New Year" and other terms. More than 1 million users clicked on the ads, retweeted them, or interacted with them in some way. And 70% of those who interacted were mobile users.”

Pinterest: Everything You Wanted to Know About 2012's Hottest Startup
By Todd Wasserman via Mashable
Pinterest has emerged as the runaway social media hit of early 2012. You probably knew that already. But did you know the company just has 12 people? Or that 97% of Pinterest’s Facebook fans are women? Most are mobile users. If your nonprofit and/or association wants to engage women (as most do), how can you not be engaged with Pinterest?

The Rest of the Story (from 11/11/17)

There are 1.2 billion computers in the world. But, there are 3.5 billion mobile phones. In the last three months of 2010, Apple sold 10 times more mobile units as it did Mac computers.

You and the rest of us need to quickly get mobile if we want to stay relevant to our members, donors and prospects! If you are not there, be there early in 2012!

Mobile apps are the rage. But apps are useless if you send a mobile user to your old website.

All websites are not created equally. Some work mobile; some don’t. Is your organization’s website mobile-friendly? If not, when do you plan to move in that direction. Tomorrow might not be soon enough.

What’s the difference? See these two examples from Southwest Airlines.

Southwest approach: Desk-top website (left) vs Mobile site (right)
Like it our not, our members judge our websites and mobile capabilities based on what they experience with companies such as Southwest.

It’s time we in the nonprofit sector move to create a mobile friendly environment for our members and prospects. If we fail to go mobile before the end of 2011, we may find that our mobile members find a competitor who is mobile adept.

So, next question: how do you plan to get mobile? And, if you are already mobile, please send me a link to your site on the comments section.

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