audiences on the go: mobile engagement - chorus americamobile app to connect with audiences? the...
TRANSCRIPT
The Mobile Chorus:
Engaging Audiences
on the Go
Chorus America
2014 Conference
David Dombrosky Chief Marketing Officer
InstantEncore.com
Presentation available at http://goo.gl/K82kG9
Mobile technology is NOT the future. It’s the PRESENT.
There are 4.5 billion mobile users worldwide…
…with nearly 7 billion mobile subscriptions. SOURCE: International Telecommunications Union
SOURCE: ComScore
• Nearly 40% of all Internet traffic comes from mobile devices. (source: ComScore)
• 25% of US mobile internet users never or infrequently open websites on desktop or laptop computers. (source: Mobithinking)
• 2013 reports from mass email service providers show that 50-61% of emails are opened on smartphones or tablets. (sources: Movable Ink and Experian)
SOURCE: Pew Research Center
• 90% of American
adults have cell
phones
• 58% of American
adults have a
smartphone
• 42% of American
adults own a
tablet computer
As of January 2014…
SOURCE: Pew Research Center
In May 2013, Musical America published a special report on mobile marketing in the performing arts. Download it for free at: http://bit.ly/14blFUX
Group of Minds –
Longitudinal Study of Arts
Patrons & Mobile Usage • First survey in
2009 • Second survey
in 2012 • Distributed to
45,000 arts patrons
• 4.3% response rate
We can’t afford to
engage with mobile.
You most likely already participate in “mobilized” environments.
NOT TRUE.
Social Media Tools are “Mobilized”
Other “Mobilized” Online Tools
QR Codes • QR = “quick
response”
• Bar codes can be
linked to content
• QR Code readers
are free
• Generators are
also free. Ex:
Scan.me
Directing QR Codes to Your
Standard Website
Best Practices for QR Codes • Give the end user
a mobile-friendly
experience
• Have a clear call
to action
• Use a code
generator with
analytics
Three Questions:
1. How many visitors are coming to
your website each month via mobile
devices?
2. Is your website mobile-optimized?
3. How many monthly visitors need to
be coming to your website via
mobile devices before you actively
pursue providing them with an
optimized experience?
Source: wwww.ourmobileplanet.com
• 71% of US smartphone
users EXPECT a website to
be as easy to use on their
phones as it is on their
desktop or laptop
computers.
• When visiting a website
that is not optimized for
mobile use, 81% of
smartphone users will
bounce away from the site
without engaging.
• 80% of those who leave
will NOT come back.
Mobile Websites
Websites intended to be opened on a mobile device within an Internet browser
Accessible from all types of mobile devices
Designed for touch screen navigation
Require access to the Internet (3G, WiFi, etc.)
Tips for Making Your Website Mobile
Friendly or Mobile Optimized
• Keep the layout simple and easy to navigate
• Keep images to a minimum
• Use .png or .gif images – faster to load
• Test your site on a number of mobile devices
• Optimization plug-ins for current content management systems (e.g. WordPress, Drupal, etc.)
• Create a separate mobile site ▫ For example: m.yoursymphony.org instead of
www.yoursymphony.org
▫ Consider using free and low-cost services like YoMobi
▫ Redirect mobile users to your mobile site
Responsive Design
Mobile Apps
• Software designed for
a mobile device
Mobile Apps
• Software
designed for a
mobile device
• Platform-
specific
Mobile Apps
• Software
designed for a
mobile device
• Platform-
specific
• What can apps
do that mobile
websites
cannot?
• Apps are faster than
mobile websites.
• Apps allow you to access
native features of the
mobile device – like the
camera or GPS
• Many apps have a feature
called “push
notifications” that allow
you to send short text
messages to your
subscribers.
• Many apps have an
offline feature which
allows you to use the app
without an Internet
connection.
Mobile Apps
• Software
designed for a
mobile device
• Platform-
specific
• What can apps
do that mobile
websites
cannot?
• Psychology of
the end user
Mobile users open the
internet browser on their
phones when they are
searching for something.
When mobile users want
to engage with content
repeatedly over time,
they want an app for
that.
Um…Okay. But how can a chorus use a
mobile app to connect with audiences?
The Case of Bach
Collegium San Diego:
• Launched in Jan. 2012
• Mobile app for Apple -
over 1,950 subscribers
• Mobile app for Android –
over 300 subscribers
• (Mobile website version
of the app)
In April 2014, Bach
Collegium began
providing time-specific
content within their
mobile app related to
specific concerts.
On the day of the
concert, app users now
have access to content
all about the
performance.
Investigate Multi-Platform Services
• InstantEncore
• Mobile Roadie
• Apps for Venues
• Crowdtorch
Online-based services that
use a central control panel
to deliver content to
multiple mobile platforms –
Android, Apple, mobile
web, etc.
Hire an App Developer
• Be sure that your app
has needs beyond a
template service
• Look for local
developers or
relationships to
leverage
• Make sure that the
developer creates
apps for Apple AND
Android
• GET REFERENCES
Things to Think About
• What does your audience want from their mobile
experience with you?
• What types of content do you already have to use?
• What budget level do you have to devote to mobile
engagement?
• Can you leverage other resources or relationships?
