developing a progressive mobile strategy (key comm version)
DESCRIPTION
A slimmed down, introductory version of my Progressive Mobile Strategy talk presented to the Key Communicators group at West Virginia University.TRANSCRIPT
Developing a Progressive Mobile Strategy
Tuesday, September 13, 2011
from 30,000 feet and...Tuesday, September 13, 2011
...2 years in the making.
Tuesday, September 13, 2011
What I’ll Talk About
•Glossary of Terms
•Why Mobile
•A Progressive Strategy
Tuesday, September 13, 2011
Glossary of Terms
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def. Native Appsan application developed to run natively on the targeted device. usually written in a device specific language like Objective-C or Java. delivered through app stores (for the most part).
Tuesday, September 13, 2011
def. iOSthe operating system that powers the iPhone,iPod Touch, iPad and Apple TV. Analogous toAndroid.
Tuesday, September 13, 2011
def. Mobile Web & Desktop Webmobile web refers to browser-based accessto the internet from mobile devices. desktop web is just my way of referring to non-mobileaccess.
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def. WebKita layout engine that powers a number ofpopular mobile browsers including Mobile Safari. not all WebKit-based browsers are equal!
Tuesday, September 13, 2011
def. Responsive Web Designfluid layouts coupled with CSS3 media queries and JavaScript providing an alternate look & feel for content based on requesting device. synonymous with adaptive web design.
Tuesday, September 13, 2011
So why
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65% of 18-29 year olds have accessed the mobile internet
from Pew Internet & American Life Project report, May 2010
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14% of prospects searched a college site from
a mobile device
from Noel Levitz E-Expectations report, July 2011 Tuesday, September 13, 2011
By 2012, 50% of US population will use smartphones.
Currently, 30% of US populationuses smartphones.
from Asymco, December 2010
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Anytime, Anywhere AccessTrue
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Smartphones are SUPER phones.
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Aug. 2009iWVU & m.wvu.edu
WVU’s Mobile Presence(part of)
Tuesday, September 13, 2011
0
2000
4000
6000
8000
Aug 28, 2009 Oct 25, 2009 Dec 22, 2009 Feb 18, 2010 Apr 15, 2010 Jun 10, 2010 Aug 7, 2010 Oct 3, 2010 Nov 30, 2010 Jan 27, 2011 Mar 26, 2011May 22, 2011
Chart 2
7-day Moving Average of Traffic to m.wvu.edu
Snowstorm
Start of Fall ’10
Start of Spring ’11
Start of Spring ’10
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m.wvu.edu has had 2 million page views. Or 10% of the traffic our home page has
had over the same time period.
Tuesday, September 13, 2011
Aug. 2010wvutoday.wvu.edu
WVU’s Mobile Presence(part of)
Tuesday, September 13, 2011
Mar. 2011tournaments.wvu.edu
WVU’s Mobile Presence(part of)
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Apr. 2011studentaffairs.wvu.edu
WVU’s Mobile Presence(part of)
Tuesday, September 13, 2011
that iPhone app you might want?
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it’s not a mobile strategy...
Tuesday, September 13, 2011
an iPhone app... ...a mobile website
+
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+
again, they’re not a mobile strategy...
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these are just some of the options...
native apps
standalonemobile sites
mobile templates
responsive designs
APIs
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Here
There
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Progressive Mobile Strategy
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Tuesday, September 13, 2011
IterateTuesday, September 13, 2011
Being Platform Neutral
Platform
Be Platform Neutral
Tuesday, September 13, 2011
It’s about realistically prioritizing mobile solutions for your organization.
Then working one-by-one through them.
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Progressive Mobile Strategyhas three stages....
a
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Audience Strategy
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Tuesday, September 13, 2011
Platform Strategy
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Progressive Mobile Strategy
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Audience Strategy
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Traditional Higher Ed Audiences
Students
Faculty
Staff
Visitors
Prospects
Alumni
Etc.
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Let’s constrain these audiences based on what we know about mobile users.
Note: not users that are mobile, users that are using mobile devices.
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Google’s Mobile User Groups
Tuesday, September 13, 2011
Google’s Mobile User Groups
Repetitive Now
Tuesday, September 13, 2011
Google’s Mobile User Groups
Repetitive Now
Bored Now
Tuesday, September 13, 2011
Google’s Mobile User Groups
Repetitive Now
Bored Now
Urgent Now
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Urgent Now
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Urgent Nowcurrent student...
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I have a meeting. Where’s Allen Hall?
I need to call my professor about a late assignment...
How do I reset my WiFi password?
When does the bus get here?
Urgent Nowcurrent student...
Tuesday, September 13, 2011
Local Users95% of smartphone users have
searched for local content.
from Google’s “The Mobile Movement” report, April 2011
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Short Timeframe88% of smartphone users took action
on a search result within a day
from Google’s “The Mobile Movement” report, April 2011
Tuesday, September 13, 2011
Making Calls61% of smartphone users ended up
calling a business based on their search.
Tip: make your phone numbers clickable with tel:
from Google’s “The Mobile Movement” report, April 2011
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Don’t Focus on “On the Go”30% of smartphone users used the mobile internet from their couch.
90% used it from home.
from Google’s “The Mobile Movement” report, April 2011
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Audience Strategy Review
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Audience Strategy Review
Those with Urgent Needs
Tuesday, September 13, 2011
Audience Strategy Review
Those with Urgent Needs
Local Constituencies
Tuesday, September 13, 2011
Audience Strategy Review
Those with Urgent Needs
Local Constituencies
Short Timeframes
Tuesday, September 13, 2011
Audience Strategy Review
Those with Urgent Needs
Local Constituencies
Short Timeframes
Don’t Focus on “On the Go”
Tuesday, September 13, 2011
Tuesday, September 13, 2011
Content Delivery is Secondary to Tangible Utility
Make sure your content is useful, damn it!
Tuesday, September 13, 2011
Content Delivery Tangible Utility
Which is better?
or
from XKCD, http://xkcd.com/773/
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Don’t Convert, CreateLook for new ways to combine content.
Tuesday, September 13, 2011
Break Out of SilosDon’t follow org charts when developing mobile solutions.
Tuesday, September 13, 2011
Localization is IntensifiedFind ways to take advantage of location-
related information & relationships.
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Content Strategy ReviewBe able to answer, “What value will the
targeted audiences get from this content?”
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Platform Strategy
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Making the case for mobile web first.
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standalonemobile sites
mobiletemplates
responsivedesigns
Mobile Web-Optimized Solutions
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Discovery
Discovery
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“Not every mobile device will have your app on it but every mobile
device will have a browser.”- Jason Grigsby, @grigs
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77% of smartphone users use search. Most visited type of website.
from Google’s “The Mobile Movement” report, April 2011
Tuesday, September 13, 2011
Urgent Nowremember those
users?
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They’re looking for our already indexed content.
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“Links don’t open apps.”- Jason Grigsby, @grigs
Tuesday, September 13, 2011
55% of users with an internet-enabled phone use it to check personal email.
from Merkle’s “View from the Digital Inbox” report, January 2011
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Getting social?
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search + links = mobile web first
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Platform Strategy Review
There is a lot of content already out there & users expect access to it.
There isn’t one mobile solution for your organization or client.
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Wrappingit all up...
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#1Identify the audience.
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#2 Identify the content for that audience.
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#3Implement platform solutions.
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#4Lather, rinse, & repeat.
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Audience
On-campus
Admits
Prospects
Alumni
Tuesday, September 13, 2011
Audience Content
On-campus
Admits
Prospects
Alumni
Contact Info
Map
Emergency
Calendar
Tuesday, September 13, 2011
Audience Content Platform
On-campus
Admits
Prospects
Alumni
Contact Info
Map
Emergency
Calendar
Mobile Portal
ResponsiveDesign
Native Apps
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Don’t get stuckon platform.
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Focus on your targeted audiences & content.
Tuesday, September 13, 2011
Many thanks to Mr. Robertsonfor the snazzy device &
progressive strategy graphics.
Tuesday, September 13, 2011
Thanks,
Girl on Stoop by ollipitkanenStudent Recording Video by U. of DenverStudent in Classroom by Bill Erickson
Road to Ribblesdale by Luc BAudience by batmooDrupalcon by Mike GiffordHighway Lights by Spreng BenTunnel by ÉoleChristmas Present by kevindooley
Calendars by Duane Mendoza
Flickr by dsevilla
Clouds by Francisco MartinsBullhorn by aisiposGuitarist by postlife1976Grasshopper by trekmanLego Discovery by dunechaserSwiss Flag by struplerPriorities by redvers
Bananas by sisMud by neilspicys Target by ???
Tuesday, September 13, 2011
The End
Tuesday, September 13, 2011