Mobile Case Study

National Religious Broadcasters 2012

Steven Koster

WHAT IS REFRAME?

English Ministry of BTGMI• 70+ years of

media ministry• Radio, TV,

print, Internet• All ages

Seeing God’s Story in Your Life

We facilitate Encounters With God

Encounters in every medium

Media Technology• Radio [push]

• Video• Internet Web [pull]

• Fixed Media (CDs)• Print• Online Forum• Email [2-way]

• Social Media• Phone• In-Person

Social Presence

• First Contact

• Awareness

• Follow-Up

• Relationship

SOME RESEARCHTrying to keep our finger on the pulse

2010 Mobile Uses (US adults)86% have cell

phones

25% of cell users browse web, email, etc.

That’s 21.5% of all US adults (before the rise of Android!)

Forecast: Tablet sales in 2015 will exceed the number of PCs currently sold per year (~360 million) and make tablets a $100+ billion market.

PCs are no longer the dominant way people access the Internet!

http://www.businessinsider.com/tablet-sales-2012-2

2008 2009 2010 2011

http://www.idc.com/getdoc.jsp?containerId=prUS23299912

Samsung more than doubles(Android)

Samsung plus “Others” = 47%

Apple growing(iOS)

Nokia (Symbian / Windows) and RIM halved and at the bottom

Global Smartphone Marketshare 2011

USA only

in USAIn USA

Pent-up demand for iPhonesSpiked sales Q4 2011

http://www.businessinsider.com/chart-of-the-day-why-apple-is-suddenly-beating-android-in-market-share-2012-1

Apple gets 53% of $ from iPhone

http://www.businessinsider.com/chart-of-the-day-apple-the-iphone-company-2012-1

The Gist

• Mobile is mandatory• Screens are screens:

– TVs are Phones are PCs– Pocket, Chair, Desk, Wall: S, M, L, XL

• Three platforms to consider – iOS apps– Android apps– Mobile-optimized websites

SOME EXAMPLESWhat we’re doing about it

Family Fire Stats

• Desktop: 81%• Mobile: 19%

– iOS = 62% (about 12% of total traffic)• iPhone 31%• iPad 21%• iPod Touch + others 10%

– Android %32– Windows/Blackberry 6%

The Gist

• 2 website faces, 1 content database• Small-screen format forces clear design

– user-centered thinking: Why are they here?

– What are your key calls-to-action?

ThisIsToday.net

m.ThisIsToday.net

Today January 2012

• Desktop: 62% of total web traffic• Mobile: 38% of total web traffic

– iPhone 39% of mobile traffic– iPad 14%– iTouch 5% (iOS = 58% of mobile)– “Not Set” 9%– Mix of Android phones (about 25%)

MapToday DESKTOP WEB

Desktop Web Map

Today MOBILE WEBMobile Web Map

iOS appAndroid app

(RSS based)Appmakr.com

10/01/1111/01/1112/01/1101/01/1202/01/120

10000

20000

30000

40000

50000

60000

70000

500,000

1,000,000

1,500,000

Comments

Likes

Shares

Views

TodayAppSocialTraffic(cumulative)

TC Web breakdown

• Desktop: 80% of total• Mobile: 20% of total

– iPhone 42.16%– iPad 21.57– iTouch 5.74 (iOS = 70% of mobile)– Android about 25%– Blackberry etc, <5%

MOBILE GIVING

Mobile Web Giving

• Give about the same priority on mobile sites as we do on desktop sites

• Same giving channels via web

• But this is about – Doing ministry – Extending the brand

Text to Give: Limited Value

• We’re not very event-driven• For us, a break-even proposition at

best• No long-term relationship with donor

– Capture phone number only

CLOSING THOUGHTS

The Gist

• Three formats to worry about– Small-screen web– iOS app– Android app

• Mobile is mandatory: Screens all• Forces good design: what is core?

– User desired activities?– Your calls-to-action?

Resources

• Silicon Valley Insider (SAI)– businessinsider.com/alleyinsider– Chart of the Day!– businessinsider.com/newsletter

• Social Media Examiner– socialmediaexaminer.com

Resources

• Mashable.com– Stats and News and what it means for you– The Mecca for Social Media

• SmartBrief on Social Media – Daily email digest of Social Media stories– socialmedia@smartbrief.com– http://www.smartbrief.com/socialmedia/