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Camerjam public sector masterclass incentivated
1. Developing a Mobile Marketing
strategy for the public sector
Jonathan Bass, Managing Director
18th January, 2012
Copyright Incentivated Limited 2011 www.incentivated.com
2. The ingredients are assembled, let’s bake
A good marketing strategy is based on both data and experience
We are seeing more and more clients ask for assistance with the
development of a mobile marketing strategy because their
experimentation has yielded results and wider market stats are
convincing but their knowledge is limited
A good mobile marketing strategy will consider
Messaging (SMS, MMS, App Push Notifications)
Mobile sites
Mobile advertising
NFC
The following make up the garnish
Apps, QR codes, Bluetooth
Copyright Incentivated Limited 2011
3. Contents
Mobile is a ‘hot topic’
About Incentivated
Why mobile?
What you can do – examples
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4. Setting the public sector scene
Despite (perhaps because of) the recession and public sector budget
cuts, mobile has become just as important in this sector as for other
business sectors:
Mobile can help deliver known outcomes, but at reduced costs
NSPCC has added SMS reporting to their child welfare helpline to widen
its reach, as well as allowing it to manage existing resources more
efficiently (call handlers can use ‘downtime’ when call volumes drop to
respond to written (texted) queries and reports)
Scottish Power has added the ability for customers to text in their meter
readings, which allows them to reduce the overheads involved in having
teams of people visit and re-visit homes/ or the amount of staff needed
or hours of operation of call centres to capture this critical billing
information.
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5. Setting the public sector scene
The summer’s big sporting event (no, not Euro 2012!) is also
inspiring an understanding of mobile use by the public and how it
can be tapped into by local authorities etc
Royal Borough of Kensington & Chelsea identified a need to help visitors
to its borough how its three main centres link together, to promote less
obvious areas of interest (not ‘just’ the King’s Rd for example) and help
visitors get around, without the need for print outs or expensive
(temporary) public signage and promotions. The mobile site is integrated
at the back end with their pre-existing CMS: write once, publish
everywhere
Needs around the Olympics will vary by proximity to venues, Torch relay
routes, travel gateways and identified increases in tourism visitors.
Or even ‘just’ communicating access to local events/ big screens in parks
or municipal spaces where people can congregate to watch the coverage.
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6. State of the Nation
Over the last 12 months councils/local authorities/government have
started to catch up with the public’s use of mobile, especially online
Many have SMS services though most do not have mobile optimised
sites or apps
Ofcom data highlights increasing ‘mobile only’ households
With sites that do exist looking the same, the opportunity now exists
to:
improve the UX/UI and so differentiate the offering
offer implicit and explicit personalisation i.e. join up the web and mobile
sites
Complete mobile integration is becoming not only possible, but
essential
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7. Internet users in the UK
Strong mobile internet growth across all age groups
GB adult internet users who accessed the Internet via mobile in the last three months
80% 16-24 25-34 35-44 45-54 55-64 65+ 71%
70% 65%
60%
47% 49%
50% 44%
40% 33% 32% 33%
32%
27% 25%
30%
21%
19%
20% 13%
10% 8%
10% 5% 5%
0%
2009 2010 2011
Source: Statistical Bulletin: Internet Access - Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011.
http://www.ons.gov.uk/ons/dcp171778_227158.pdf
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8. Mobile internet in the UK
People do it, and people LIKE it...
45% 42% 6m
Of internet users in the People in the UK say mobile People in the UK accessed
UK access the internet via is the EASIEST way to access mobile internet for the first
mobile information time in the previous 12
months
Sources: 1 - IAB Consumer M-Commerce Study October 2011
2 & 3 - Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey
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10. GSMA data
Trend: Nov 2011 – Nov 2011 (UK data) – nhs.uk, directgov.uk, and police.uk omitted
GSMA data
DFT.GOV.UK NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK
LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11
Source: GSMA data, November, 2011
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11. What does your website look like?
Half of UK organisations fail to check their own website from mobile devices
Of those that have:
41% admit their website has a reduced appearance
36% offer reduced functionality
The survey ( from 1&1 Internet) also finds that 65% of firms have not
optimised their websites for mobile usage
So …
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12. Contents
Mobile is a ‘hot topic’
About Incentivated
Why mobile?
What you can do – examples
Copyright Incentivated Limited 2011
13. What Incentivated is
An independent technology company and marketing services agency
10 years’ experience operating exclusively in the mobile marketing
sector
We help our international client-base deliver integrated acquisition,
CRM, and mCommerce campaigns and services through mobile
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15. Full service mobile with deep experience
Technologies Needs
5 formats: 3 key areas of client activity:
Enterprise Messaging (SMS, MMS Acquisition
etc) After Sales / CRM
Mobile Internet mCommerce
Apps
Short codes and QR codes
Location marketing
Services
2 consultancy offerings:
Creative / UX
Strategy
Copyright Incentivated Limited 2011
17. Contents
Mobile is a ‘hot topic’
About Incentivated
Why mobile?
What you can do – examples
Copyright Incentivated Limited 2011
18. Why should a local authority use mobile?
Easy & convenient for the citizen
Sending SMS is simple and familiar: an everyday habit
for over 90% of the population
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19. Why should a local authority use mobile?
Helps the organisation manage costs, whilst
meeting its communications accessibility
objectives
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20. Why should a local authority use mobile?
Provides measurable response rates and analytics (often
more accurate than online in terms of uniqueness)
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21. Why should a local authority use mobile?
No phone left behind > mobile allows optimised accessibility across all devices
As part of the increasing move to digital service delivery, mobile
improves accessibility across all demographic segments. Mobile
overcomes the creation of a digital divide as mobile ownership
surpasses that of PC – and even the cheapest, lowest spec mobiles
these days have basic access to online services.
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22. Why should a local authority use mobile?
Puts the local authority “Brand in the hand” of the citizen
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23. Why should a local authority use mobile?
There are 123 active mobile phones for every 100 people in the UK – placing us 15th in
the world table of device ownership
Forward thinking. Technological advances combined with digitally-
savvy audiences make mobile the most targeted and personalised
marketing channel available
Source: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use
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24. Mobile App or Mobile Web?
Although apps are ‘cool’, mobile sites reach more people
Mobile internet vs apps usage Top site types accessed by mobile internet
44%
42%
40%
25%
38% .
20%
43%
15%
36%
39% 10% 21%
19%
16%
34% 13% 13% 11%
5% 9% 8% 7% 7%
32% 0%
Mobile internet Apps
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Source: comScore mobilens data, 3-month average ending March 2011
Copyright Incentivated Limited 2011
25. Comparison of apps and sites
Native app Hybrid app Web app Mobile site
+ Offline content + Offline content + Offline content + Access GPS
+ Access GPS + Access GPS + Access GPS + Do not have to
+ Control camera and + Control camera and + Functions just like an download app
use of other native use of other native app but do not have to - Can’t use camera or any
features features download via app store other native features
- Have to download app + Content easily - Can’t use camera or any
updatable other native features
- Have to download app
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26. Apps
NHS Direct
Work through one of the clinically tested health assessment tools by selecting your symptoms and
answering some short questions about how you’re feeling
Key features: Health assessment on the move; A comprehensive range of symptom checkers;
Personalised guides to looking after yourself; Option to save advice to your device
Copyright Incentivated Limited 2011
28. Apps
Philly Watchdog (Philly City Controller)
Take a direct role in stamping out fraud and waste by reporting incidents directly to the Fraud Unit
Submit reports of fraud and abuse directly to the City Controller's Fraud Unit; Record video, take a
picture or upload a previous file capturing fraud incidents; GPS feature allows reports to tag location of
incident; Includes option to report anonymously; Call the Controller's Fraud Hotline directly 215-686-
3804; Access the Controller's website for latest news and reports
Copyright Incentivated Limited 2011
29. Tablets in councils
Bassetlaw Council modernises its meetings by going "paperless"
Bassetlaw Council, amongst others in the UK and around the world, are looking to save time and
money by using iPads instead of traditional paper-based approaches
The council currently publishes agendas and minutes in a booklet form and feels it needs to cut down
on the amount of paperwork produced. Cost savings are estimated to be £70,000 over two years with
the introduction of the iPad
Meetings will be paperless with all agendas, minutes and presentations viewed electronically
Copyright Incentivated Limited 2011
30. Tablets in councils
Bury Council, for its garbage collectors
The iPads will be mounted on the refuse collecting trucks dashboard to provide route guidance for the
driver. More importantly they will be used to gather data on households who do not recycle or fail to
put out their bins altogether
The scheme is set to replace paperwork, and iPads will be pre-loaded with information and streets and
houses will be seen on-screen
Copyright Incentivated Limited 2011
31. Tablets in councils
Surrey County Council social workers’ app
The application gives social workers secure mobile access to care records and allows them to complete
assessments and update personal details while they are making home visits.
In testing as of May 2011
http://www.youtube.com/watch?v=VGEGEvFeukw
Copyright Incentivated Limited 2011
32. Contents
Mobile is a ‘hot topic’
About Incentivated
Why mobile?
What you can do – examples
Copyright Incentivated Limited 2011
33. SMS alerts and reminders
Citizens can sign up to receive timely, automated, SMS alerts for a variety of services
Local traffic information (roads and motorways)
Recycling reminders
Local transport information (trains, buses)
School updates (closures for weather etc)
Pothole alerts
Registration of births – enter due date, sent reminder
Events for children, elderly, tourists, hard of hearing
School closure updates
Flooding updates
Job alerts
Check your smoke alarm battery…
Copyright Incentivated Limited 2011
34. SMS
Notify NYC
Registrants can select five notification types for up to five ZIP codes across NYC: Emergency Alerts –
messages about life-threatening events that may require immediate action; Significant Events
Notifications – important information about emergency events, utility outages and other types of high-
impact events in your ZIP code; Public Health Notifications; Public School Closing/Delay Advisories;
and Unscheduled Parking Rules Suspensions
Copyright Incentivated Limited 2011
35. LDA connects volunteers with 2012 Olympic & Paralympics Games using mobile
Business need The solution Functions
The London Development Agency is Incentivated provides a full mobile service • Enterprise messaging alerts
currently running a ‘London Ambassadors’ which reminds volunteers to attend • Click to call facility
volunteering programme and needs to sign Ambassador interviews and training
up a number of volunteers to welcome sessions.
visitors during the 2012 Olympic and
Paralympics Games. Using our reporting platform the LDA now
monitor attendance and retention rates.
LDA has be given full-access to the SMS
platform and is responsible for the set-up,
scheduling and sending of subsequent
"alert" outbound sms broadcast(s), with no
limitation on the number of messages that
can be sent.
From Ambassadors:
Your recruitment event
is tomorrow at 24
The LDA find the reminder process as easy
Southwark Road SW1 to follow as possible as the existing online
5FR at ‘LDA building
don't forget your ID. To process has been replicated.
reschedule call
08448889187 (click-to-
call) To opt out, reply
ALERTS STOP
OPTIONS
BACK
Inspiration guide: Acquisition| CRM | Enterprise messaging beinspired@incentivated.com
Public sector: LDA www.incentivated.com
36. Public information/ education
Provide information concerning local services or area.
SMS
brochure or e-brochure request (e.g. an electoral registration form)
Summer reading challenge (e.g. text for “Space Hop” book)
Sign up for an e-zine or newsletter
Mobile internet
We can create rich-media mobile sites and applications to engage the
citizen further and provide access to more detailed information (e.g.
directgov)
Applications
We can create an ‘app’ to deliver a rich design and use more of the
functionality of the phone (e.g. “Starve your bin” for Recycle for
London, and “Plings” for DCSF).
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37. RBKC goes mobile in time for 2012 Olympic visitors
Business need The solution Functions
A mobile internet site was required to To promote the Borough’s diverse retailers, • Optimised mobile site with CMS
provide tourist and visitor information for and as part of the Borough’s visitor strategy integration
the Royal Borough of Kensington and in the lead up to the 2012 Olympic and • Location-aware services
Chelsea, particularly to support its strong Paralympic Games, we developed a mobile • Advanced mapping solution with back-
mix of retailers and for 2012 Olympic internet site for RBKC to raise awareness of end integration with desktop site
visitors. its international tourist destinations.
The mobile site is integrated with the
desktop site’s CMS to deliver mapping and
information services for the Borough’s five
key tourist areas: Kensington; Notting Hill;
Sloane Square / King’s Road; Holland Park
and Knightsbridge.
The mobile site also features a full list of
attractions, events, museums, as well as a
complete shopping directory and an
interactive mapping solution. Users can
also access a broad range of restaurants,
bars, and hotels in the Borough.
Inspiration guide: Acquisition | CRM | Mobile internet | Location marketing beinspired@incentivated.com
Public sector: Royal Borough of Kensington and Chelsea www.incentivated.com
38. QR codes
Bridgwater - Town Guide
QR code took me to the iTunes store where I had the chance to download the Bridgwater app
Aimed at improving the touristic experience as well as supporting local retailers
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39. Find my nearest….
Location can be determined from the handset so user does not need to know precisely
where they are
Licensed taxi-cab services (e.g. Cabwise or Cab Safe)
Doctor/dentist
Recycling centre
Leisure centre
Tourist attraction (tourist information office)
Public conveniences (Sat Lav)
Car parking (incl. pay by SMS option)
Cash machines
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40. SMS helps reduce cab-related sexual assaults by 46%
Business need The solution Results
As part of a print, poster, radio and TV Subscribers text HOME to 60835 • 46% reduction in cab-related sexual
campaign for a safer London, a text (spells “GoTFL) and receive local, attacks on women over five years
message service was created to give licensed, minicab and taxi booking- (2002 -2007)
out booking numbers for licensed office phone numbers for the area they • Just 4% women used unlicensed
minicab and black cab firms in the are texting from. minicabs in 2007 in comparison to
user’s location. 18% in 2003
A Location Based Service search is • 100% year on year increase in
used to pinpoint the subscriber’s exact monthly uptake since new branding
location, enabling the relevant campaign
information to be identified and sent.
The database of 45,000 licensed
FROM: 60835
Local licensed
minicabs: Reliable
Radio cars
minicab operators and drivers is
updated daily to maximise safety. 4%
02086716666, P&L
Unlicensed cab
Car Service use
02077339582. For
a Black Cab, call
ONE NUMBER on
08718718710
46%
Reduction in cab-
related attacks
Case study: CRM beinspired@incentivated.com
Travel & Tourism | Public Sector: TfL & Mayor of London www.incentivated.com
41. Pay for services
Enable people to pay for common public services using their phone
Pay by SMS
School meals
Book/pay for “dial-a-ride” services
Traffic fines
Library fines
Order a smoke alarm
Car parking (pay and display)…
mCommerce
People are increasingly shopping through their mobile phones, and
becoming comfortable doing so. We can optimise your website for
mobile, or create an app for a particular service and enable full and
secure payment for services within it.
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42. Mobile parking payment
Bromley: The London Borough
This service, provided by RingGo, is available in all council-owned pay and display parking areas and car parks. You can
pay for parking securely with a credit or debit card rather than using cash at a machine.
The benefits include: extend your parking, wherever you are, by contacting RingGo again; avoid penalty charge notices
due to lost or badly displayed tickets; receive a text message when your time is due to expire (charges apply); find
parking close to your current location using a RingGo app.
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43. Ask the public – mobile survey
Conducting surveys via mobile can be a quick and cost-effective way of engaging the
electorate and increasing input into authority decision-making
Raise awareness of mobile initiatives
Involve citizens in the consultation process
Generate a database of opted-in mobile numbers for future outbound
communication
Survey local residents to improve local engagement
Allow residents to complete surveys at their convenience (not in a rush on the
street)
Reach a broader cross-section of the population
Position the authority as an innovative, modern council
Analyse campaign data to provide a clear strategy for subsequent mobile
marketing
… and REGISTER TO VOTE (especially for harder to reach/inspire younger voters)
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44. 1824Collective uses mobile to encourage young people to vote
Business need The solution Functions
To raise awareness of London local The campaign comprised a core media mix • 88% of 18-24 year olds own a mobile
election. of: phone*
• a recorded music track, also available as • Allows instantaneous response
To target urban youth to encourage voting a ringtone and promotional video; • Measurable results using various media
registration. • radio advertising, posters, flyers and channels to prompt text response
give-aways;
• internet microsite; * Source: Ofcom
• voter registration via text message.
Voter Registration forms are requested by
texting VOTE plus name, house number
and full postcode to 86222 (campaign now
From: 86222 closed).
Thank you: A voting
registration form will The latest Post Office ‘Postcode Address
be sent to you at the File’ is used to validate addresses.
following address: 1
Love Lane, 3C2V7JN
Case Study: CRM | Shortcodes | Enterprise messaging beinspired@incentivated.com
Public sector: DCA www.incentivated.com
45. Closing thought
At the time of the
dotcom bubble, 400m
i.e. around 2000,
there were 350
million people
online. People with smartphones in
the world today
plus 4 billion with internet-
capable feature phones
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46. Jonathan Bass
Managing Director
Email jonathanb@incentivated.com
@incentivated
Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 020 7392 2323
(No code reader? Text CODE to 62233 for
a link to a reader appropriate for your
phone)
Copyright Incentivated Limited 2011 www.incentivated.com