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Slide deck from a presentation at the 2013 Arts Midwest Conference for the presenting and touring industry.
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Audiences on the Go:Mobile Engagement Options
2013 ArtsMidwest Conference
David DombroskyChief Marketing OfficerInstantEncore.com
Mobile technology is NOT the future.It’s the PRESENT.
There are currently 6.8 Billion mobile subscriptions worldwide.
That’s equal to 96% of the world’s population. SOURCE: International Telecommunications
Union
As of Dec 2012, there were 326.4 million wireless subscriber connections
in the U.S.
That’s a penetration rate of 102% SOURCE: CTIA
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)
If you were waiting for a “tipping point,” it’s already happened.
SOURCE: Pew Research Center
SOURCE: Pew Research Center
"Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home."
Mark Donovan, Senior VP of Mobile, comScore
• Tablets have been on the market for 3 years
• Over 60 million tablet owners in the United States
• Nearly 25% of U.S. smartphone users also use a tablet computer.
Tablet Computers
By 2015, more than one in three US internet users will have a tablet device.
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
FAIL
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?
65% of U.S. smartphone users EXPECT a website to be as easy to use on their phones as it is on their computers.
For smartphone users who encounter a website that is NOT optimized for mobile devices, the bounce rate is 81%. Source: w
www.ourmobileplanet.com
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.yourtheatre.org instead of www.yourtheatre.org
▫Consider using free and low-cost services like YoMobi▫Redirect mobile users to your mobile site
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.
Coming soon to a performing arts app near you:
GEO-FENCING
Geo-Fencing
Venue
Geo-Fence
Patron
Outside the geo-fence, the app subscriber sees your standard app content: event listings, directions, parking information, videos, music, social media, etc.
Inside the geo-fence, the app subscriber sees content that is all related to the event they are attending: welcome video from the artist, artist bios, educational info, quizzes, ask patrons to submit questions for the artist Q&A via Twitter, etc.
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.
Four Types of Arts Apps: Marketing & Promotional
Example: Sangamon Auditorium UIS
Four Types of Arts Apps: Educational & Information Based
Example: Carnegie Hall
Four Types of Arts Apps: Playfully Interactive
Example: Bravo Gustavo from LA Phil
Example: The Show Must Go On App from Royal Opera House
Four Types of Arts Apps: Games
Investigate Multi-Platform Services
• InstantEncore• TN Mobile Plus• Cloudtix• Mobile Roadie• Apps for Venues
Template 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?
