creative ways to jump start your mobile strategy · creative ways to jump start your mobile...
TRANSCRIPT
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
www.americaneagle.com/events
SPEAKERS:
Andrew Opdyke, Department Manager of Mobile Development, Americaneagle.com