by Riche Zamor, Director of Strategy, 4Site Sudios
Creating online campaigns was once a fairly straightforward task. At a basic level, you could use a tool like Salsa to build a campaign page, or series of campaign pages, and easily publish those to the web. Send an email to supporters and run some ads, then watch the signatures/letters to Congress/donations come rolling in.
Seems easy, right?
Then the iPhone came along. Then the iPad. Then more and more people began to spend less time on their desktop computers and more time on social media platforms and using mobile apps. Then, your conversion rates started to decline.
The proliferation of devices that people have at their disposal are increasing exponentially. In July 2013, mobile traffic accounted for 15.2% of all web traffic, which is a whopping 62% increase over last year. Mobile web traffic is expected to grow by 300% by the year 2017.
The Pew Internet and Family Project reports that 45% of adults in the US own smart phones, and 55% of adult cell phone owners access the internet via their mobile device. Layer on top of that the exponential growth in the number of consumers accessing the internet through connected devices, such as TV’s, game consoles, tablets, etc., and that people will soon access the internet in their cars, on their watch, and even in the shower. Gone are the days where you are restricted to accessing the internet via a desktop computer. The internet is everywhere.
Consumers don’t see the internet as something that is tied to a specific digital device. Recent studies show that most teens and young adults do not see the a difference between accessing the internet via their laptop and mobile phone. The internet is the internet, no matter where you access it.
This paradigm shift is disrupting the way we approach digital advocacy. We need to meet people where they are, not online, but any device from which they will be accessing information. This means our campaigns need to deliver content and actions people can take from anywhere, anytime, on any screen size.
Your organization needs to approach each campaign from with a multi-platform mindset. You need to understand the needs and behaviors of your users, and use that information to determine how they would like to take action given the device they will be using to engage with you.
I like to look to other industries in order to find best-in-class examples of multi-platform strategies, and found one created by Google and Burberry. I have recently been fascinated by Burberry Kisses, the end result of Burberry’s partnership with the Google’s Art, Copy & Code Lab. The creative idea behind it is very simple - allow people to send lipstick-sealed love notes to people they care about as a way to highlight Burberry’s new, hip lipstick colors. Once your letter is sent, a user can share their kiss on social media.
It is difficult to build an app that provides utility to end users in a way that causes them to want to share it with their friends. Burberry and Google identified a simple action that all people do - show admiration to those we care about - and developed an multi-platform experience that make it easy and delightful for people to do so via digital technology.
This campaign is responsive, taking full advantage of the screen size and features of the devices it is viewed on. If you open it on a desktop or laptop, you are prompted to allow the app to use your camera to take a picture of your kiss to create a seal on an envelope containing your note. If you use a mobile phone, you are asked to kiss your screen so the app can create a lipstick seal from the imprint of your lips.
Google and Burberry really understood their potential users, and used that to create a digital experience that takes full advantage of the tools available to the user, making it easier for them to take action.
Here are some steps that you can follow in developing your multi-platform strategy:
- Analyze the data you have on your constituents - digital analytics, social media analytics, CRM data, market research, etc. - to understand how and why people engage with your organization.
- Develop an engagement map laying out the various touchpoints at which your constituents will engage with your organization - after receiving an email, when visiting your website, from Facebook, etc. - and what their expectations are within that environment. As an example, are your supporters going to want to fill out a long form if they open your landing page from an email while on the train?
- Determine the best devices to adapt your online campaign to and determine what features, if any, of that device can be used to make the experience of taking action feel more native to the end user.
- Develop a design for your campaign that takes into account how your content will need to respond to the screen sizes of the devices they are being accessed on.
- Identify what metrics will allow you to track engagement across all of these devices and analyze how users interacted with your campaign on each.
How are you applying this approach within your organization?