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Presented May 9, 2014 at The Digital Nonprofit. Communication strategies for the multi-screen world: why it matters, why nonprofits should address mobile, tablet, desktop and wearables, and some approaches to email, social media and website design.
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Communication Strategies for the Multi-Screen World
Presented May 9, 2014 for The Digital NonprofitMonique [email protected]
Technology Changes (and Quickly)
2007 Social Media Starfish
Today
Wearables?
Source: Lee Lefever
Holy Understatements, Batman!
Source: Gartner, IDC, Enders Analysis
Determine the “So What” for Your Organization
Audience > Mobile > Devices
37 Different Screen Resolutions
Design for the Experience (not the Device)@BoxcarMarketing
#1 Responsive Website Design
Responsive Website Checklist
If you want ... Higher Conversions• Avoid pinch-zoom• Design for up-down scrolling• Large buttons; Avoid clustering links• 1-2 clicks to complete a task (i.e., complete a forms, click to dial)
If you want ... Easy to Maintain and Easy to Share Content• 1 website vs. a full-site and an m-dot site• 1 URL • No duplicate content
# 2 Email Campaigns
50% of all emails are opened on mobile devices
Email Checklist (1 eye, 1 thumb, 1 arm)
If you want ... Higher Conversions• Avoid pinch/zoom • Large buttons• Clear, primary CTA • 1-2 clicks to complete a task • Pre-header text
If you want ... More Subscribers• Clear subscribe options on site (optimize for the entire path)• Build the list w/social media, email signatures, contests, offer incentives
# 3 Social Media
Social Media Checklist
If you want ... More Awareness, Interest, Desire, Intent, Action• Invest in good photos • Always include a short caption w/photos• Leave room for RT• Use hashtags• Inspirational quotes and powerful stats (cheese + broccoli) • Change up the cover images & URL to match campaigns• Take advantage of 3rd-party apps from tracking, promoting or fundraising
Fireworks FactoryPender Island — June 3-5$1133, includes conference, accommodation, meals & ferryBoomBoomBoom.ca
Make a Plan
Do Next Week Do by Next Month Do by DecemberUse your site on mobile & tablet CSS: font size & buttons Responsive site
Review CTA (tracking, testing) Simplify forms Responsive email template
Make a list; simplify, optimize Thx Page CTAs Conversion Optimization (tracking, testing)
Use your analytics reports Change cover image & urls Wearables (content snippets)
Confirm Location listing Big images, content snippets
Confirm Phone format
