2020 GUIDE TO MOBILE ENGAGEMENT - PRESENTS: Clowder App
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PRESENTS:
THE
2020 GUIDE
TO MOBILE ENGAGEMENT
NEW YEAR, NEW ENGAGEMENT.
TABLE OF CONTENTS
PART 1: WHY MOBILE ……………………………………………………………………………….. 2
PART 2: ASSOCIATIONS TODAY ……………………………………………………………….. 6
PART 3: YEAR-ROUND MOBILE MEMBER ENGAGEMENT ……………………. 9
PART 4: GOING MOBILE CORRECTLY ……………………………………………………. 15
PART 5: WHAT’S YOUR ALTERNATIVE? ……………………………………………….…. 19
PART 6: ASSOCIATIONS THAT WENT MOBILE ………………………………………. 23
PART 7: KEY TAKEAWAYS …………………………………………………….…………………… 28
How to Learn More …………………………………………………….…………………………… 30
About Clowder …………………………………………………….…………………………………… 31
1
PART 1:
WHY MOBILE?
2
THE GOLDEN QUESTION: CONSUMERS + MOBILE
WHY MOBILE? MOBILE = CONVENIENCE
To answer this, first take a look at Today, consumers have grown to expect access to anything
where your phone is sitting. We’ll through mobile. Shopping, ordering, messaging, booking,
bet it’s within reach. Second, think sharing, uploading, reading – everything is now available at our
about how many times you’ve fingertips. And anything beyond that is now considered
already opened your phone today. inconvenient. Inconvenience directly leads to disengagement.
We’ll guess it’s a pretty good
amount. What did you do on your
phone? Check Facebook? Send a
text? Read the news? Order Banking Entertainment Communicating Dating
something? Now think about how
doing these tasks would have
differed if done through a
desktop. A slower, less convenient Food Ordering Shopping Ridesharing
experience comes to mind, right?
That’s the kind of experience
mobile is on a mission to diminish.
Traveling News
3 PART 1: WHY MOBILE
WHAT ATTRACTS CONSUMERS TO MOBILE?
PUSH NOTIFICATIONS VS. EMAILS
Would you rather that 50% off coupon sit in your unchecked inbox or have it appear
instantly on your phone’s main screen?
ON-THE-GO ACCESS VS. COMPUTER-BOUND
You’re at an appointment and realizing you didn’t print out all the docs you needed.
What if instead they were all sitting in an app right on your phone?
PERSONALIZATION
Your favorite apps know you. They know all your past orders, your saved preferences,
your area. They don’t make you repeatedly log in each visit like a website would.
USAGE OF PHONE FEATURES
Things like Face ID, GPS, cameras and QR code scanners really come in handy,
don’t they?
4 PART 1: WHY MOBILE
COMPANIES THAT WENT MOBILE (Just to name a few)
CITI BANK PANERA BREAD FACEBOOK
“Mobile banking use is skyrocketing
“Panera has more When comparing
as more consumers experience the
than 1.7 million Facebook mobile and
benefits of greater convenience,
digital orders desktop usage,
speed and financial insights driven
placed each week data shows more than
by new app features and upgrades.”
and digital sales are 90% of users prefer
- Alice Milligan, Chief Digital Client Experience more than 35% of going through their
Officer for U.S. Consumer Banking , Citi Bank mobile phones to
our business.”
browse the platform and
- Mike Bufano, CFO & EVP,
Panera Bread
access their profile.
TARGET
“Modernizing operations to evolve with customer
preferences and maintaining the ability to innovate is the
only way Target can stay afloat amid bankrupting
retailers. … Target's digital strategy is focused on bringing
retail to mobile to serve as a "companion" for customers
to go from e-commerce to stores.”
- Samantha Ann Schwartz, CIO Dive
5 PART 1: WHY MOBILE
Q: Biggest issue facing ALL
association leaders in 2020 will be?
PART 2: A: ”Knowing the association’s value
ASSOCIATIONS
proposition. The days of joining
associations because that’s what industry
members do is past. Associations have to
TODAY
earn their dues like every business must
earn their customers.”
Michelle Korsmo,
President & CEO,
Wine & Spirits
Wholesalers of America
6
THE STATS:
FROM MARKETING GENERAL’S 2019 MEMBERSHIP MARKETING BENCHMARKING REPORT
A survey of 823 associations revealed:
26% DECREASE 28% STAGNANT 45% INCREASE
in memberships memberships in memberships
Answers when asked, “How innovative would you consider your association?”:
1% 12% 42% 35% 9%
Extremely innovative Very innovative Moderately innovative Slightly innovative Not at all innovative
Answers when asked, “How compelling is your association’s value proposition to your members?”:
11% 38% 41% 9% 1%
Very compelling Compelling Somewhat compelling Not very compelling Not at all compelling
7 PART 2: ASSOCIATIONS TODAY
EARLY MOBILE ADOPTION
THE RISE OF EVENT APPS
As associations began to take note of the buzz around mobile, initial digital strategies became solely centered on
events. Event apps were gravitated to as a way of modernizing and offering a more convenient solution for
navigating large meetings, conferences and conventions. They’re now widely used today at most membership-
based events. While these apps have served as a great first step in moving the industry towards a mobile mindset,
what they’ve continued to lack however, is longevity.
99% OF EVENT APPS ARE DELETED (App Annie)
There’s no longer a need for an event
app post-event. That means all the
planning, promotion and resources
that went into the app only produced
short-lived results. In-app attendee
conversations, event resources,
sponsor engagement, etc. die off
(along with your investment).
8 PART 2: ASSOCIATIONS TODAY
PART 3:
YEAR-ROUND
MOBILE
“If your plans don’t include mobile,
your plans are not finished.”
Wendy Clark, CEO, DDB Worldwide
MEMBER
ENGAGEMENT
9MAKING THE SHIFT THINKING LONG-TERM ENGAGEMENT The shortcomings of single-use event apps coupled with the current day standings of association membership retention only lead to one thing: a need to better engage communities. And how can associations achieve this? By meeting members where they prefer– their phones, and expanding that strategy all year-round, not just during events. ONE APP FOR EVERYTHING CONTENT, COLLABORATION & EVENTS What are the reasons people choose to join associations? They 1. rely on them for industry news and resources, 2. seek networking opportunities and ways to connect with those in their industry and 3. want to participate in industry events. The solution that can house all of these important membership components is not an event app, but instead a year-round engagement app. 10 PART 3: YEAR-ROUND MOBILE MEMBER ENGAGEMENT
A YEAR-ROUND ENGAGEMENT APP
WHAT MAKES A GOOD ONE?
A successful solution offers users the top engagement features they
need in order to remain continuously connected within a well-
designed platform. It gives members the convenience they require for
finding ongoing value in their membership.
Top engagement features include:
News Feeds Forums Push Notifications Resources
Polls + Surveys Member Directory Messaging Sponsorship
11 PART 3: YEAR-ROUND MOBILE MEMBER ENGAGEMENTTOP ENGAGEMENT FEATURES
WHY THEY’RE IMPORTANT
News Feeds – Polls + Surveys -
Think of how many times you scroll through social People are not likely to visit a website to fill out a poll
media feeds each day. Members would have a or survey. They are much more likely to complete
feed solely dedicated to their industry. one through an app they’re already using. Think
Forums - about Twitter Polls – convenient, quick and engaging.
Members greatly benefit from being able to Member Directory -
interact with and gain insight from those in their With a mobile directory, members become easily
industry. Doing so through mobile keeps reachable and stacks of collected business cards
conversations increasingly active. become a thing of the past.
Push Notifications - Messaging -
Push notifications are the fastest, most effective Research shows 98% of text messages are opened
way to get eyes on important content, news and while only just 20% of emails are read. Member
announcements. Many messages are missed communication is significantly improved when they’re
when only email is relied on. able to do so through quick texts vs. slow emails.
Resources - Sponsorship -
The greater resources you provide your members, Mobile advertising has surpassed all other forms of
the greater value they feel. Offering easier, on- advertisement (think of how effective Instagram
demand access to them increases utilization. ads are). Sponsorship in this platform can generate
a great deal of new, non-dues revenue.
12 PART 3: YEAR-ROUND MOBILE MEMBER ENGAGEMENTEVENT FEATURES TYING IT ALL TOGETHER Event features such as maps, exhibitor lists, agendas, session information and speaker bios should live alongside year-round engagement features. They should work hand in hand as there is no advantage to segmenting. You should aim to create a cohesive, all- encompassing mobile identity, not one that is disjointed or requires members to continually download different apps for different purposes. 13 PART 3: YEAR-ROUND MOBILE MEMBER ENGAGEMENT
WHY NOT A MOBILE WEBSITE?
WHAT’S THE DIFFERENCE?
This is a commonly asked question posed by association leaders. Many consider having a mobile-friendly website as
their way of going mobile. Yes it is important for your website to be easily accessible through a phone, but that is not
equivalent to an app nor does it provide all of the capabilities that an app can.
In 2019, 90% of time spent on mobile was in apps, while only 10% was spent on mobile websites. (eMarketer)
Would you rather access social media on your phone through their respective apps or through a mobile browser?
Having that LinkedIn icon on your phone makes for a nice shortcut, yes? What if your members had an icon for your
organization’s app conveniently sitting on their phones? Based on statistics and
consumer behavior, it’s safe to say they’d be influenced to tap and open it much
more frequently than they’d think about opening their browser and typing in
your website.
As for building ongoing engagement, mobile websites can’t:
- Send push notifications
- Best leverage device capabilities (i.e. camera)
- Offer offline access to content and functionalities
- Design an intuitive mobile experience beyond standard website constraints
- Take advantage of placing a valuable app icon on their users’ phones
14 PART 3: YEAR-ROUND MOBILE MEMBER ENGAGEMENTPART 4: “I think the biggest mistake that we
made as a company is betting too
GOING MOBILE
much on HTML5 as opposed to
native. We just never were able to
get the quality we wanted from the
CORRECTLY
HTML5 apps we were building. We
burned two years. That’s really
painful.”
Mark Zuckerberg, CEO of Facebook
15NATIVE APPS VS. WEB APPS
So you’re now ready to go mobile – Congrats, it’s about time! Your mobile success now hinges on the kind of app
development you choose to move forward with. Most that are new to mobile are unaware of the vast differences there are
in the market when purchasing an app. You can place app development into two types – native and web-based. The best
distinction between the two is that native apps are uniquely optimized for both iOS and Android operating systems while
web apps can be considered a one-size-fits-all approach.
NATIVE APPS: WEB APPS:
• Perform faster • Perform slower
• Are designed specifically to the operating • Are not always listed in app stores, so harder to
system (iOS or Android) discover
• Are approved by each app store for better user • Do not have a standardized quality control to ensure
security user security
• Can directly access device hardware (i.e. camera, • Are difficult to develop to perform well across all
GPS, finger/eye login) devices
• All top recognizable apps are native (i.e. • No web app has ever made it in the top 100 in the App
Facebook, LinkedIn) Store
16 PART 4: GOING MOBILE CORRECTLYEFFECTIVE APP DESIGN
Members will not stick around for a poorly made app. To further drive home the advantages of native development, it
helps to take a look at the differences in design.
As you can see on
Native app platforms
require you to use the left, there are
different navigation no unique
bars and icons for differences in
iOS and Android, design. Apple users
tailoring design best are not accustomed
practices based on to this kind of
each interface’s layout, which will
guidelines. This gives only serve to create
users familiarity in confusion and
navigation and disengagement.
greater utilization of
their specific
Android iOS operating system.
Per Apple and Google guidelines, going forward, apps that use the
!
same design for both iOS and Android are at risk for being
YOU GET WHAT YOU PAY FOR $ removed from app stores.
The top reason organizations go with web apps is because of their cheaper cost. But as with most cheap options, you’ll
always end up paying more in the long run. App development does not have to be outrageously expensive, but it is worth a
good investment. There’s no sense in allocating time and resources into a mobile product that will only cause issues down
the line, potentially face app store removal, and not accomplish a desired member engagement overhaul. Web apps are
essentially mobile websites wrapped in ‘sheep’s clothing’.
17 PART 4: GOING MOBILE CORRECTLYCONFIGURED VS. CUSTOM
First off – what’s the difference? Well, a custom app is basically built from scratch. It’s up to you as the purchaser to
decide which designs and functionalities are going to make your audience adopt your app. Because of this, there
are many unknowns faced when going down a custom path. When you instead choose a configurable app
platform, you’re able to take advantage of tested and proven features vs. trial and error. This approach
significantly cuts down on time, cost and worry as you only utilize what’s recommended based on trends in mobile
engagement and market feedback. A configured app can still feel completely tailored to your organization
through unique branding and personalization.
! The risks of full customization include: The benefits of a configured solution include:
• Long development cycles • Faster development (including integrations)
• Inefficient updates • Access to continual core platform updates
• Increased costs associated • Implementation of client feedback
• Fees for individual upgrades and updates • Access to new and tested solution features
• Increased potential for bugs • No added fees for development, upgrades or updates
• An overall cleaner code base
18 PART 4: GOING MOBILE CORRECTLY“In addition to the share
PART 5: of new subscribers
WHAT’S YOUR
growing smaller
throughout the duration
of 2017, 20% of brands’
mailable audiences hadn’t
ALTERNATIVE? opened an email in more
than a year —
representing a 22.5%
year-over-year jump in
inactive subscribers.”
Marketing Land
19WHAT’S YOUR PLAN? If you’re still in the “we’re not ready for mobile” or the “our members won’t use an app” boat, then we just have to ask – what’s your alternative? If despite all of the compelling data, you choose to believe your members are not among the consumers who utilize mobile apps in nearly every aspect of their lives, then what will your present day game plan be for increasing and retaining members? MORE WEB? MORE EMAIL? No matter how many site revamps your organization goes Average text message open rate: 98% through, your website will still be a website. Average email open rate: 20% Websites are for attention, while apps are for retention. (Your members don’t want more email.) From business to entertainment, communication to purchasing, mobile apps have proved their longevity and worth year over year. It should not be a question of will they work, but how. It's about understanding what mobile functionalities and features are available to your organization and how you can use them to best match your members' needs. 20 PART 5: WHAT’S YOUR ALTERNATIVE?
MILLENNIALS + GEN Z Currently Millennials make up over 50% of our global workforce. The oldest of this generation has just turned 40. This group has been at the forefront of the digital shift and is no stranger to mobile apps. They continually seek convenience and innovation. With an app, your organization can attract these young professionals by catering to their consumption habits and capturing their attention with a feature-rich, intuitive tool that provides true professional value. But if Millennials are the mobile-first generation, then Gen Z is the mobile-only. It’s recent college grads that make up the oldest members Gen Z. These are 21 and 22 year-olds eager to find their stride in the workforce. While Millennials are the generation to witness the shift in mobile technology throughout their teen and early adult years, that's all Gen Z-ers have ever known. 21 PART 5: WHAT’S YOUR ALTERNATIVE?
WHAT ABOUT YOUR OLDER MEMBERS?
ARE YOU REALLY ALIENATING THEM?
A common misconception about aiming to attract younger members to your organization is feeling as if you are
then alienating your older demographic. But that couldn’t be further from the truth. Your older members use
smartphones. They use apps. And, they deserve a little more credit than you might think.
The average Baby Boomer spends about 5 hours a day on their phone.
THE FUTURE OF YOUR ORGANIZATION
Millennials and Gen Z are the future of your organization. Your current members are going to retire and the
reality is, many of those belonging to Gen Z are unaware of what an association is or why it’s beneficial to belong to
one. That makes it important to modernize now more than ever. Gen Z-ers are not going to participate in anything
that feels antiquated. They are not web or email-based and only interact with their trusted brands through apps.
They live on their phones and always have.
By offering an app in your respective field, these young potential members can better grasp your goal of providing
them with top industry resources they can utilize to help advance their professional endeavors. In doing this
through the channel most accessible and familiar to them, you’re now speaking their language.
22 PART 5: WHAT’S YOUR ALTERNATIVE?“The new TADA app is a source of the latest
industry information of importance to
PART 6: franchised dealers, the public and policy
makers. A one-stop compilation of key
ASSOCIATIONS
topics is critical to those interested in the
most influential industry in our nation.
There is no need to search the web for
industry news. Now you can depend upon
THAT WENT
TADA and the easy-to-use app you
download on your mobile device to have a
wealth of information at your
fingertips.”
MOBILE Bill Wolters, President of TADA
23MOBILE LEADERS IN THE MARKET
ABCA
(American Baseball Coaches Association)
The My ABCA app has allowed users to access their membership
benefits conveniently through their phone year-round. Members
are staying up-to-date with ABCA news and content, collaborating
with other members in the forums and through direct messaging,
easily registering for the ABCA Convention and Barnstormer
Clinics, updating their member profiles and accessing the new
Coaching Resource Library – all thanks to one mobile app.
From Jon Litchfield, Communications
& Business Coordinator, ABCA -
“The forum activity has been a nice surprise, I
thought we’d have to promote it a little more but
“The My ABCA app is something that we hope will take our association to
the coaches have just gone in there and gotten it
going themselves. the next level. Our annual ABCA Convention has been popular for 70+ years
and, for the past few years, we have been focused on creating more year-
Also, the traffic on our video website has increased round membership benefits that are valuable for everyone, particularly the
25% since this went live which I’d pretty much baseball coaches who aren’t able to attend the convention that year. With
attribute just to the app.” the app, we have a way to keep everyone engaged with the ABCA regardless
of their event attendance. We have gotten very positive feedback so far.”
24 PART 6: ASSOCIATIONS THAT WENT MOBILEASAE (American Society of Association Executives) TOP ASAE APP FEATURES INCLUDE: Member Directory – Users are able to easily find and contact fellow ASAE members Direct & Group Messaging – Members can quickly message one another without ever leaving the app News Feed – ASAE can provide a stream of ASAE news, Associations Now articles and content personalized to user preferences Events – Members have the ability to view, register for and navigate upcoming ASAE conferences and learning opportunities 25 PART 6: ASSOCIATIONS THAT WENT MOBILE
AGC
(The Associated General Contractors of America)
AGC has been a legacy event app user. Making the switch to
an all-encompassing mobile solution has allowed them to
create significant added value to their membership
offerings.
Because the AGC Connection app is a year-round platform,
AGC’s goal post-event has been to take the mobile
engagement they’ve earned from conferences and continue
it well beyond. This is being done through consistently
placing valuable content and resources inside of the app on
an ongoing basis.
The organization also continues to promote and push for
each of their individual state chapters to participate in their
National & Chapter Plan in order to offer their members a
unique, localized app experience.
26 PART 6: ASSOCIATIONS THAT WENT MOBILELTEN
(Life Sciences Trainers & Educators Network)
From LTEN:
”We know that members want to keep
conversations going all year long, outside of the
mixers, workshops and the conference. And it
was this need for connecting and sharing that
prompted us to launch the SocialLink
Community Forum in the first place. Fast
forward a few years later, and we’ve found a
tool we think you’ll like a LOT more – the LTEN
On-the-Go App.”
27 PART 6: ASSOCIATIONS THAT WENT MOBILEPART 7:
KEY
TAKEAWAYS
28TO SUM IT ALL UP
Mobile apps are now the #1 way consumers Mobile-responsive websites are not equivalent
1 interact with their favorite brands.
6 to an app.
Mobile apps are the most effective channel Avoid web-based apps and invest in native
2 for communication and sharing news,
7 development.
information and content.
Configured solutions offer proven features
Increasing memberships, promoting
8 and designs while custom development offers
3 innovation and highlighting value propositions greater risks and unknowns.
are current areas of weakness in the
association market. Millennials and Gen Z are not going to engage
9 with websites or emails and going mobile does
Event apps are only short-lived and will be not mean you are forgetting about your older
4 deleted. members
5
Year-round mobile engagement features 10 Your members want an app!
should live alongside event features in one
app.
29 PART 7: KEY TAKEAWAYSHOW TO LEARN MORE
RESOURCES TO KEEP THE CONVERSATION GOING
THE NATIVE THE CLOWDER
NOTES BLOG DEMO APP
For the latest and greatest mobile The free demo app is available in
insights and case studies, visit the App Store and Google Play
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can also subscribe to our email list experience the mentioned
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TAKE THE MOBILE BOOK A
READINESS BOOK NOW DISCOVERY CALL
ASSESSMENT Book a brief discovery call with our
Answer these 10 questions to team to discuss how your unique
see where your organization organization can leverage mobile -
falls on the readiness scale. Billy@clowderapps.com
30ABOUT CLOWDER
Clowder is the #1 year-round mobile engagement solution.
WE ARE:
CLIENT SUCCESS DRIVEN YEAR-ROUND SPECIALISTS
We charge no hidden fees or We are proven experts at year-
escalating hourly rates for service. round mobile success.
We believe that the most important element in We’ve had a year-round focus from day one,
the success of your year-round mobile app is the unlike other vendors who retro-fit their event app
service and support we provide. The features in and services to fit a year-round approach. Our
the app you select are important, but it’s user unique perspective provides us the expertise
adoption that ultimately drives success. And needed to successfully deliver a year-round app.
because your success is our success, we offer We provide a proven 10-step process to
all-inclusive pricing to demonstrate that we will configure, launch, and promote your app as well
do what it takes to help you succeed. as a growing library of best-practice resources.
NATIVE APP EXPERTS A CONFIGURABLE SOLUTION
We focus exclusively on native We provide a configurable and
mobile app development. upgradeable mobile solution.
The user experience, performance, and security We have developed a configurable solution that
of a native app is significantly greater than the allows us to deploy in as little as 90 days, easily
alternative which is a web app. In fact, no web stay on top of continuous changes to the IOS and
app has ever hit the top 100 charts. A cheap Android mobile operating systems, and regularly
web app may suffice for a one-time use like an release new features across our entire client base.
event, but to engage your members year- Our solution will grow with your organization and
round, you need the power of a native app. be the last mobile app you ever buy!
31THANK YOU. www.clowderapps.com | info@clowderapps.com
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