creative ways to jump start your mobile strategy · creative ways to jump start your mobile...

Creative Ways to Jump Start

Your Mobile Strategy

SPEAKERS:

Andrew Opdyke, Department Manager of Mobile Development, Americaneagle.com

• Speaker Introduction

• Mobile vs. Desktop

• Who is your audience

• Industry-specific mobile uses

• Case Study: Richard Roeper

• Case Study: Chicago Auto Show

• Top 4 Registrant Questions

• Summary and Additional Q&A

AGENDA

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• Andrew Opdyke: As Department Manager of Mobile Development at Americaneagle.com, Andrew sets the vision and overall direction of new mobile development and mobile strategy. Andrew has also worked on many different projects including websites for sports teams, sporting events, large corporations and libraries, in which he focuses on: business requirements analysis, system design, project management, mobile applications, social media, multimedia and quality management.

SPEAKERS

© 2011 Americaneagle.com All Rights Reserved.

When considering creating a mobile version

of your website, think about the added

functionality a mobile device offers…

• People want to find specific information immediately

on a mobile device vs. browsing on a desktop

• Location-Based Technology – Quick to find your location to get you to the location faster

– Example: Richard Roeper iPhone app can take your phone’s

location and tell you where the nearest movie theatre is.

• Instant Calling – Quick way to instantly call your organization for information

MOBILE VS. DESKTOP

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WHO IS YOUR AUDIENCE

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• Determine your approach using analytics – Do most people that log onto your website go to certain pages when using a mobile device?

– Do they view your site on a mobile device when using a certain search tool or opening your emails?

• Mobile also affects an organization’s SEO and how visitors find you in mobile

search engines.

INDUSTRY-SPECIFIC MOBILE USES

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Retailers

Manufacturing

Insurance

Law offices

Healthcare

Municipalities

Schools

Entertainment

Financial

Sports

Associations

Transportation • Publications • News • Conferences • Committee Notes

• Emergency Alerts • News • Events Calendar • Locations

• Make Purchases • Connect the web

and physical store • Promotions

• Learn about Doctor • Schedule an

appointment • Look up office

locations

CASE STUDY: RICHARD ROEPER

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SUMMARY

• Richard Roeper is a film critic, hosts a radio show in Chicago and

has written numerous books.

GOALS

• Richard Roeper was looking for a way for users to be able to access

his movie reviews from a mobile platform.

• With the boom in iPhone™ sales recently, Richard Roeper decided

to create an application that would bring his movie reviews from his

website into a mobile environment, and available for download onto

an iPhone™, iPod touch®, or iPad®.

STRATEGY/RESULTS

• The new application includes a search tool for quick movie look up,

integrated RSS feeds, and high-quality full-screen videos of the

critic’s movie reviews.

• In addition, the app utilizes the iPhone’s built-in GPS to enable users

to locate the nearest theatres and find show times for movies.

• The application is now available for download through Apple’s online

application store and has thus far been downloaded over 5,000

times.

CASE STUDY: CHICAGO AUTO SHOW

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SUMMARY

• Chicago Auto Show is the largest auto show in North America and

was founded in 1901.

STRATEGY

• Chicago Auto Show determined with a benchmark study that

mobile ticketing primarily is used for movie tickets, but found that it

benefitted the attendee because there were less steps they had to

take to gain access

RESULTS

• While they did not advertise their mobile ticketing this first year,

8% of their sales ended up coming from mobile ticketing.

NEXT YEAR

• 2012 show will also offer mobile ticketing and they plan to

advertise and heavily promote it.

• They are working with the convention centre to make AT&T

service better.

MOBILE ADVICE

• Think of your mobile site as a snapshot of your overall site. It

should offer an instant snapshot of the most important parts of

your standard/desktop website.

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TOP 4 QUESTIONS ASKED BY

REGISTRANTS

“What is the difference between

a mobile website and a mobile

application?”

QUESTION 1

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MOBILE APPLICATION: A product that is downloaded

from a virtual store to a mobile device

• Can be treated as a stand-alone product

• Can choose to create a paid app, another source of revenue

• Apps have to be developed separately for different devices – iPhone, iPad, Android, Blackberry

MOBILE WEBSITE: A website that is design to be mobile

friendly, brought up on a Web browser.

• An extension of your standard website

• Choose only the most important areas of your website to put on

your mobile website

• Only developed once to be viewed on different devices

ANSWER TO QUESTION 1

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QUESTION 2

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“How do you decide what parts

of your standard website should

be viewed on your mobile

website?”

ANSWER TO QUESTION 2

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• Thinking about mobile users and what they want to access when “on the go”,

choose only the most important or relevant parts of your website.

– Common site sections to include are: news, locations, directions, events, and services.

• Contact information should always be prominent

QUESTION 3

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“How do you make your mobile

application stand out?”

ANSWER TO QUESTION 3

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• Review other applications that may

compete against your own

application

• Determine one main purpose for

your application

• Advertise your app

• Offer a “lite” version to introduce

people to the full version

• Pricing: Free vs. Paid App

– Research shows that free apps get

downloaded more than paid apps

QUESTION 4

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“How do you create a mobile

plan if you have multiple

websites?”

ANSWER TO QUESTION 4

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For Multiple Websites...

• Treat each mobile site separately like you would for your standard websites

• Review each website to see which sections are most viewed

• If all the standard websites have the same goals, create a mobile template

to implement for all sites.

Website 1 Website 2 Website 3 Website 4

SUMMARY

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KEY MESSAGES

• Determine how your audience is viewing your site – Mobile Functionality vs. Desktop

– Review Your Analytics

• Mobile website vs. Mobile app

• Determine what your audience requires (mobile uses)

• Best practices for making your Mobile app stand out – Review the competition

– Ensure it serves one main purpose

– Advertise in many online channels

– Consider offering a “lite” or free version

• If you have multiple websites, treat each mobile site separately, like you

would for standard websites

THANK YOU.

877.932.6691

Andrew.Opdyke@americaneagle.com

www.americaneagle.com/events

SPEAKERS:

Andrew Opdyke, Department Manager of Mobile Development, Americaneagle.com