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McCormick Mobile Media - Mobile Giving

Date post: 25-May-2015
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Mobile Giving Presentation
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Page 1: McCormick Mobile Media - Mobile Giving

Mobile Giving

Presentation

Page 2: McCormick Mobile Media - Mobile Giving

Mobile Stats

The Mobile Pyramid

Types of Mobile Giving

Page 3: McCormick Mobile Media - Mobile Giving

CTIA, Nielsen

STATS & TRENDS

Page 4: McCormick Mobile Media - Mobile Giving

292M cell phones in US & 97% can

send & receive SMS Text

93% household penetration

24% of households are wireless

Cell phone penetration has surpassed

Cable TV, web access and home PCs

Mobile Stats CTIA 2009-10

Page 5: McCormick Mobile Media - Mobile Giving

As of June 2012, mobile

phones have a 101% market

penetration in the USA.

Page 6: McCormick Mobile Media - Mobile Giving

Google Play or iPhone app?

Page 7: McCormick Mobile Media - Mobile Giving

SMS is the #1 Smart Phone

function.

Should your TV

commercial

have a Call to

Action or Text

to Action?

Page 8: McCormick Mobile Media - Mobile Giving

Mobile Internet Users to pass

Desktops within 24 months.

Page 9: McCormick Mobile Media - Mobile Giving

Watch your data plan!

Page 10: McCormick Mobile Media - Mobile Giving

85% of 18-29 text regularly

65% of 30-49 text regularly

Page 11: McCormick Mobile Media - Mobile Giving

Adults 25-34 send 750

texts a month or 25 a day.

Page 12: McCormick Mobile Media - Mobile Giving

95% of new mobile phone sales have web

browsers and 70 million U.S. customers use

them regularly.

2.27 trillion text messages sent in 2012

(173 billion in 2010; 7.2 billion 2005)

Data downloads up 89% in 2011 (435 MB/month)

Mobile Stats CTIA 2009-10, 2012

Page 13: McCormick Mobile Media - Mobile Giving

Mobile Marketing Stats

Page 14: McCormick Mobile Media - Mobile Giving

Mobile Marketing Industry Info:

Mobile Marketing Association

Common Short Code (Vanity Short Code)

Keyword / Short Code combination

(Text SPA to 58124)

Regular SMS vs Premium SMS

Page 15: McCormick Mobile Media - Mobile Giving

96% of Text Messages are read within

5 minutes & acted upon in 15 minutes

Businesses typically see 5-20%

response rates (Verizon ‘09, eMarketer ‘10)

30% of adults would like to receive

coupons on their phone (Forrester ‘08)

Mobile Stats

Page 16: McCormick Mobile Media - Mobile Giving

SMS is the preferred for

mobile coupons

Page 17: McCormick Mobile Media - Mobile Giving

Most Common Practices?

Marketing & Promotions

Page 18: McCormick Mobile Media - Mobile Giving

What’s it Mean?

Incredible Marketing

Opportunity

Page 19: McCormick Mobile Media - Mobile Giving

People are tethered to their cell phone

Cell phone is part of our identity – ring tones,

social media, apps

Device that across racial barriers

38% say their phone is more important than

their wallet (Pew 2009)

Mobile is ubiquitous

Advantages

& Benefits

Page 20: McCormick Mobile Media - Mobile Giving

But what it really means …

You can develop effective

Push / Pull campaigns, use

behavioral marketing &

enable traditional media

Shift from impressions to

personal engagement.

Page 21: McCormick Mobile Media - Mobile Giving

It also means,

there is a shift from

impressions to personal

engagement

Advantages

& Benefits

Page 22: McCormick Mobile Media - Mobile Giving

It also means,

your ad message

can be added to

social circles and

at the point of

purchase.

Advantages

& Benefits

Page 23: McCormick Mobile Media - Mobile Giving

Mobile Pyramid

Page 24: McCormick Mobile Media - Mobile Giving

1,000,000 people:

970,000 can text

300,000 use mobile web

129,000 Android

78,000 iPhone

Mobile

e-commerce

Apps & Mobile Web

Mobile ads & Mobile ad networks

SMS Text Messaging

Engagement

Reach

Page 25: McCormick Mobile Media - Mobile Giving

Mobile Giving

Page 26: McCormick Mobile Media - Mobile Giving

Text to Give

Text to Give

Page 27: McCormick Mobile Media - Mobile Giving

Text to Give

Page 28: McCormick Mobile Media - Mobile Giving

Raised $230,000 the 1st

year.

Text to Give

Page 29: McCormick Mobile Media - Mobile Giving

Annual Gross Revenue of $500,000

Very strict vetting process

6 to 10 weeks for approval

Requires annual contract

Remit every 60-90 days

Page 30: McCormick Mobile Media - Mobile Giving

Mobile Pledging

Mobile Pledging

Page 31: McCormick Mobile Media - Mobile Giving

Mobile Pledging

Mobile Pledging

Page 32: McCormick Mobile Media - Mobile Giving

Mobile Pledging

Mobile Pledging

Page 33: McCormick Mobile Media - Mobile Giving

Mobile Messaging

Mobile Messaging

Page 34: McCormick Mobile Media - Mobile Giving

Social Giving

Social Giving

Page 35: McCormick Mobile Media - Mobile Giving

Social Giving

Social Giving

Page 36: McCormick Mobile Media - Mobile Giving

Social Giving

Social Giving

Page 37: McCormick Mobile Media - Mobile Giving

Social Giving Case Study

Social Giving

Page 38: McCormick Mobile Media - Mobile Giving

Monetize the Message!

Critical mass of consumers – media, events,

social media, etc.

Clearly communicate that EVERYONE needs

to participate, i.e. Group Effort

2013 – Dip your toe in! You need to launch,

assess, re-launch. Don’t give up.

Tips & Strategy

Page 39: McCormick Mobile Media - Mobile Giving

7.5 things

7.5 Mobile

things to do today!

Page 40: McCormick Mobile Media - Mobile Giving

7.5 things

#1 Make your email blasts

mobile friendly

“view on mobile device” is the 3rd

most clicked

button when included – DMA 2010

Page 41: McCormick Mobile Media - Mobile Giving

7.5 things

#2 Add your phone # to your

Meta-description

Page 42: McCormick Mobile Media - Mobile Giving

7.5 things

Page 43: McCormick Mobile Media - Mobile Giving

7.5 things

#3 Add “Click to Call” ad

extension to Google

AdWords campaign

Page 44: McCormick Mobile Media - Mobile Giving

7.5 things

#4 Claim Your Google

Places profile

Page 45: McCormick Mobile Media - Mobile Giving

7.5 things

#5 Get rid of “spell the

person’s last name”

phone systems

Page 46: McCormick Mobile Media - Mobile Giving

7.5 things

#6 Write your emails for

mobile

Page 47: McCormick Mobile Media - Mobile Giving

7.5 things

#7 Add text/mobile to your

business cards

#7.5 and voicemail!

Page 48: McCormick Mobile Media - Mobile Giving

7.5 things

Thank You!


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