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Get Mobile or Get Stuck!

ETHAN KEARNSOCTOBER 2015

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WHAT WE’LL COVER

• Who is The Nature Conservancy• A little bit about me• The mobile landscape• Taking steps towards a mobile 1st mindset• What’s next for the Conservancy?

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Our Mission: conserve the lands and waters on which all life depends

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A LITTLE BIT ABOUT ME

• Run/Hiker• Creative• Newly minted mobile expert

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• January 2014 Mobile use of the internet exceeds that of PCs.

• October 2014 Mobile devices surpassed the number of people on the planet.

• April 2015 Mobileggedon. Google changes it’s search algorithm to elevate mobile friendly sites.

• July 2015 App use surpasses time spent on TV.

G LO BA L

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THE MOBILE LANDSCAPE

Image credits: http://doorgrow.com/mobilegeddon-is-coming-april-21st-its-time-for-responsive-design/, http://www.pageonepower.com/linkarati/mobilegeddon-seo-fear-content-marketing

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• June 2010 Launched our mobile subscriber list. Text ‘SPIRIT’ to 97779 to sign-up.

• June 2012 - The Nature Conservancy launched its first mobile app

• January 2014 – nature.org became responsive.

• April 2014 – Nature Conservancy Email became fully responsive.

• February 2015 – Mobile traffic to nature.org = 500% increase since 2012.

I N S I DE T H E N AT U RE C O NS E RVA N CY

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THE MOBILE LANDSCAPE

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1 . DATA D OE SN ’ T L I E .

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CREATING A MOBILE MINDSET

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2 . FO C U S ON T OP P R I OR I T I E S

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CREATING A MOBILE MINDSET

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2 . FO C U S ON T OP P R I OR I T I E S

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CREATING A MOBILE MINDSET

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3 . DO A F E W T H I N G S W E LL . E SP E C I A LLY I N SO C I A L .

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CREATING A MOBILE MINDSET

Source:: http://www.adweek.com/socialtimes/which-apps-are-the-class-of-2015-using-infographic/622614

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4 . TA K E ADVAN TAG E O F W H AT ’ S FR E E .

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CREATING A MOBILE MINDSET

Source:: https://www.appannie.com/apps/google-play/top/united-states/

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5 . MA K E MO B I LE PART O F YOU R W O RK F LO W.

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CREATING A MOBILE MINDSET

Source:: https://developer.chrome.com/devtools/docs/device-mode

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2015/2016 Mobile Goals:• Grow mobile donations beyond 10%.• Double our mobile subscriber list size.• Focus on social growth and taking the

next step.• Optimize content for mobile (improve

experience, personalize & segment).• Optimize mobile giving across the

Conservancy’s web, social, email and text properties.

• Grow visibility in app.

I N S I DE T H E N AT U RE C O NS E RVA N CY

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WHERE WE’RE GOING

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QUESTIONS

CONTACT ME:ekearns@tnc.orgTwitter @kearnsewww.linkedin.com/in/ethankearns