mobile content: the return of shovelware? presented at the stc france content strategy forum 2010....
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HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 1
Erin Scime | April 16, 2010
@erinscimewww.dopeData.com
Mobile Content:
The Return of Shovelware?
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A bit about HUGE
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How we’re structured
Structure• 140 Employees• Headquartered in New York• Founded in 1999; owned by operating partners
and Interpublic Group
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 4
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 5
Recent mobile launches
Newsweek Flashback
It’s Always Sunny in Philadelphia
Reuters iPad
Readers DigestLife IQ
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 6
Why focus onmobile content strategy?
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 7
We’re not thinking strategically.
“We have $50k to burn.This iPhone thing seems cool -Let’s try something with that!”
“…and we’ll launch it in 3 weeks!”
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 8
We spent so much time optimizing content for this….
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 9
….but what about this?
*The Online Reporter, 2008 Rider Research
• Searches here take 3x longer than desktop
• Much lower usage than online
• Users are more focused on an immediate answer rather than on the breadth of information.
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 10
Digestion of content is different for each screen
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 11
Shovelware doesn’t work.
web mobileprint
Different user contextStrong hardware constraints
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How do we optimize for this thing?
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 13
Better define mobile content strategy
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 14
Same principles as web CS:
1. Make content meaningful
2. Increase findability
3. Optimize the way content is delivered
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 15
Same essential questions
• Identify target
• Differentiate from competition
• Resources to create and manage it
• Long-term plan
• Return on investment
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 16
More than just a hunch
User Research
• Qualitative• Discover what users love about content in the moment
• Read public reviews (often usability hints here)
• Quantitative understanding of how people digest mobile content
• Visibility of pathways through content
Analytics Case Studies
• Live mobile projects• Industry best practices
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 17
But a slight shift in approachWeb Content Strategy Mobile Content Strategy
•Major clean up of entire holdings •Subset of holdings•Long-term analysis & planning •Freedom in creativity with subset
•Content is managed •Content is pushed•Tell multiple stories with content •Tell a single, focused story•Significant editorial restructuring •Minor editorial restructuring
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 18
More often with mobile, the content defines the final product
Reader’s Digest
• Archive of facts
• Target audience = young to refresh brand
• End product = game
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 19
Sometimes the app better serves the content than the site
take the digital shopping list to the store
use it in the kitchen while cooking
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» Fifth level “You are a publisher.”- Kristina Halvorson
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You are also a [content] designer.
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 22
1. How will you architect your content?
2. How will you position the publisher?
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Especially for mobile
Content Strategists must think like Designers.
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 24
Layering
Mashing
Mixing
Contextualizing
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 25
5 ways developing content for mobile is different
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 26
The regain of editorial control
1
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 27
2 entry points
Publisher in control of experience
Content makers at the mercy of search engines
vs.
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 28
Users actively choose you from a giant list of options
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 29
When they are ready, they choose to look inside
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 30
Return of the tastemaker
• Momentary undivided attention• Control over what readers see first• Position of authority (tastemaker)• Prioritization and communicating a
clear POV via a curated set of headlines
Hey reader! These are the select stories I want you to see
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 31
Traffic reveals opposing trends
Homepage
Category
Content
More time spentLower bounce rate
Less time spentHigher bounce rate
Website Mobile
Source: *HUGE study of news content sites
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 32
Mobile is always “on”
2
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 33
Mobile users live in a 360°environment
• Short attention span • Multi-tasking / “wasting time”• Sudden interruptions• Momentary social context• Connection speed
• Need to Tweet or send directly to Facebook, Digg etc.
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 34
The best content for here
May not be the same all around
• time of delivery• context• subject matter interest level• languages• local device trends
WAP site may be better for globalization
Mobile users move around a lot
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 35
Context dependent on geography
The best content for here
May not be the same all around
• time of delivery• subject matter interest level• languages• local device trends• local news needs• billing/transactions
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 36
Use is 24 hours a day…..
Source: *HUGE study of news content sites
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 37
…7 days a week
Source: *HUGE study of news content sites
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 38
360° explains why the top apps are:
• Communications (social networking sites)
• Weather
• Utility
• Games
Source: *Nielsen Group iPhone Diary Study, 2009
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 39
The target may be extra niche
3
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 40
A niche audience may be totally different than web
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 41
Moms use mobile as family device[especially working moms]
Source: HUGE user research, Nielsen Wire, Sept 2009 report, Razorfish Digital Mom report
Entertain Plan Share
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 42
The niche audience may not match device trends
*source: Quantcast 2009 reporting of mobile platforms
A similar market share exists for N. America.
But this doesn’t mean every product should be an iPhone app
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 43
Business folk use BlackBerries
Are Apple apps the biggest return on investment?
Harvard Business Review($2.99)
Financial Times(free)
Wall Street Journal(free)
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 44
Tourists = extreme device diversity
One good case for WAP
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 45
You have to make money differently
4
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 46
Is it premium? (hint: premium does not always mean current content)
• App cost: $2.99– previously 99¢/episode
• Unlimited streaming to past shows (all evergreen) –previously unavailable on site.
• Link to radio station in Chicago
• Helping to pay for the popular podcast ($100k to run)
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 47
Diversified apps = 3 ways to monetize
NY Times news NYTimes property search
NYTimes crossword puzzle
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 48
Increase in-store sales with contextual online content
Sephora utilized mobile voice to allow shoppers to access reviews of products they had in their hands.
-UPC or product name
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 49
The viewing platform triggers a conceptual shift
5
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 50
• Proximity and tactility
• Interaction = immediate response
• Hyper-personalization (dashboard of hand-picked apps)
• Situational context
• Navigation mechanism (touch, ball, stylus)
Mobile content must match intimacy of the device
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 51
Give content the right home for the right user case…..
Juxtaposed, multiple layers simultaneously
Deep dive plunge
Dedicated time to research
On the fly market decisions
E-trade for iPad E-trade for iPhone
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 52
…assuming that “home” will be around for a while!
Gartner Inc. projects by 2012:
1.Symbian 2.Android3. iPhone
*Sources: Taptu report “The State of the Mobile Touch Web” Jan 2010http://www.computerworld.com/s/article/9139026/Android_to_grab_No._2_spot_by_2012_says_Gartner“Forrester 2010 Mobile Trends”, Jan 2010
Taptu projects by 2011:
1. Mobile Touch Sites2. iPhone3. Android
Forrester predicts
HTML5 will reduce need for app
Android & Symbian Series will be the next round after iPhone hype
Platform arms race
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 53
Mobile content strategists must be content designers!
platforms / operating systems
interaction best practices
technology
spatial design
carriers
amount of content per page
research
updates
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 54
[gulp]
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 55
You can do it.
Tight competition
Goal = Value Proposition:
Content worth pursuing & spending time with it
Sucky mobile search
In-the-moment use of device
Frequent technology changes
The challenge
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 56
Build in time for a discovery phase!
Upfront research & strategy are key for preventing shovelware.
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 57
Hypothetical case: recipes
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 58
Determine what you have to start with that your target wants….
• How-to & technique demonstrations
• Articles about food & cooking techniques
• Images
• Facts
• Chef profiles
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 59
…then limit and focus.
Is there such thing as too much content?
How long is content valuable?
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 60
Figure out the level of effort for repurposing it…..
Images•Rights•Dimensions•Source•Title, Bylines etc.
Video•Dimension•Platform player•Load time•Length•Source
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 61
….multiple times
If you start here…
Project content needs for these platforms
What’s the level of effort for repurposing content for multiple interfaces?• screen size & orientation• navigation: touch v. ball v. stylus• AJAX compatibility• geo-location• Load times• Caching ability
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 62
Create a plan for how content will be featured in more than 1 place
Brand X
Core Site
Newsletters Web Assets
Android app
iPhone app
Print / Broadcast assets
Mobile Assets
Micro-site / Campaign site
Mobile Touch Site
Blackberry app
Marketing
Email blasts
WAP
Social Media
3rd-partyplatforms
iTunesYouTube
Brand X
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 63
Then think like an UX designer
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 64
Position features/functionality to support content imperatives
• Track saved content (between site and apps)
• Integrate social media (users & branded personalities)
• Allow topic following as much-needed time shortcuts to
desired content
• Serve what you think they’ll like based on their behavior
and location
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 65
Customize content for the situation
•Break up content to match recipe pace
•Font size from avg. distance from screen
•Rules for max character count
•CMS
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 66
Others in your networks cooking
15 seconds agoClassyCook78via Twitter
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 67
Find what’s on sale & where for your shopping list
$6.99/lb
$7.89/lb
$7.69/lb
Buy one, get one!
4 on sale near you
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 68
Utilize geo position & user willingness to contribute
User submits in-the-field image, idea or commentary
Publisher gets free content!
User gets notoriety!
-sale-final image-video-rare ingredient-pairing solution
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 69
Is there an opportunity for new partnerships / revenue models?One-click e-commerce integration
From The Naked Chef cookbook. “Buy it for your Amazon Kindle app”
Coupon for this ingredient
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 70
Don’t underestimate the effort this takes
• Don’t assume you can use all content from web (often sourced from multiple places)
• Rights
• Image quantity / quality / resizing
• Hurdles to link back to live site
• Timeline constraints (this app was made in 3 weeks!)
• Consider metadata & CMS limitations for management once live
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 71
Don’t just launch it. Learn from it.
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 72
Push for better analyticsTagging is number one reason we can’t better synthesize mobile data. Push to make this a priority.
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 73
How to analyze with data:• Compare website vs. mobile site vs. applications• Watch overarching traffic patterns through content• Optimize your content & refine information architecture
based on these findings
• Overall visits, time spent, pages viewed• Where and when people spend time on the different
channels, content types or topics• What sections or page-types are the bouncing from?
What to look at:
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 74
Return on investment
Goal Metric
Increased engagement • Average time spent on content pages• Bounce rate• Downloads :: repeat visits
Enjoyment •Usability testing•Repeat visits
Brand viability Social Media measurement tools• number of external throws to social media• number of throws to brand properties
Financial • increased sales• optimized resource allocations• retrieved content production & management costs
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 75
Refine your mobile content strategy over time
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 76
Thank you!
www.hugeinc.com45 Main Street, 2nd floorBrooklyn, NY 11201
Call us.Phone: +1 718 625 4843Fax: +1 718 625 5157info@hugeinc.com
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 77
Appendix: Content checklist
What slice works for behavioral trends?
Different enough to make money off it?
Level of effort for repurposing for mobile platform(s)?
Can it be brought in front of a registration/log-in?
When is it most valuable to the mobile user?
How many resources to maintain it?
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