THE MOBILE CONTENT MANDATE

@karenmcgrane
There is no reason for any individual
to have a computer in his home.

— Ken Olsen, CEO of Digital Equipment Corp.
There is no reason anyone
will need to do that on mobile.

—Your university, probably
1988
DEC is the world’s second largest computer company
1988

1990
Posts its first quarterly loss and
begins laying off employees
1988

1990 1991
Posts its first full-year loss
1988

1990 1991

1998
Acquired by Compaq
“

In industry after industry, the new
technologies that brought the big,
established companies to their knees
weren’t bet...
DISRUPTIVE INNOVATION
RADIOS
PRINTERS
PHOTOGRAPHY
PERSONAL COMPUTERS
THE DIGITAL DIVIDE

The Digital Divide
20%

OF AMERICANS HAVE NO
INTERNET ACCESS AT ALL.

35%

HAVE NO INTERNET
ACCESS AT HOME.
OF BLACK AMERICANS
HAVE NO INTERNET ACCESS.

29%
HAVE NO BROADBAND
51% ACCESS AT HOME.
OF HISPANIC AMERICANS
HAVE NO INTERNET ACCESS.

32%
HAVE NO BROADBAND
49% ACCESS AT HOME.
38%

OF LOW-INCOME
AMERICANS HAVE NO
INTERNET ACCESS.

59%

HAVE NO BROADBAND
ACCESS AT HOME.
46%

OF AMERICANS WITH A
DISABILITY HAVE NO
INTERNET ACCESS.

59%

HAVE NO BROADBAND
ACCESS AT HOME.
57%

OF AMERICANS WITHOUT A
HIGH SCHOOL DIPLOMA
HAVE NO INTERNET ACCESS.

88%

HAVE NO BROADBAND
ACCESS AT HOME.
MOBILE OWNERSHIP

85%

MOBILE INTERNET USE

91%
63%
31%

2009

2013

2009

2013
THE MOBILE ONLY USER
63% OF AMERICANS WHO USE THEIR
MOBILE PHONES TO GO ONLINE

34%
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
45%
USE THE INTERNET ON MOBILE
HALF THE TIME OR MORE
45%

OF LOW-INCOME AMERICANS

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
45%

OF HIGH-SCHOOL EDUCATED

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
43%*

OF BLACK AMERICANS

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
60%

OF HISPANIC AMERICANS

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
50%
OF TEENS 12–17

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
50%

OF YOUNG ADULTS 18–29

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
Mobile was the final frontier in the
access revolution. It has erased the
digital divide. A mobile device is the
internet ...
44%

OF THE FORTUNE 100
DON’T HAVE A MOBILE
WEBSITE.

Source: Pure Oxygen Mobile
84%

OF CONSUMER BRANDS
DON’T HAVE A MOBILE
STRATEGY.

Source: Digiday, Brands Struggle In Mobile
80%

OF B2B BRANDS DON’T
HAVE A MOBILE STRATEGY.

Source: Business Publishing Sector Cautious About Mobile
united club membership
united club membership
NOW WHAT?
CONTENT
STRATEGY
FOR MOBILE
KNOW YOUR WORKFLOW
Web

Mobile
NO FORKING WAY.
IT’S NOT A STRATEGY IF YOU
CAN’T MAINTAIN IT.
WRITE BETTER
Content Modeling
THERE’S NO SUCH THING AS
“HOW TO WRITE FOR MOBILE.”
THERE’S JUST GOOD WRITING.
We felt it was a life-saving imperative to
have all of our content on mobile.

— David Balcom, American Cancer Society
It’s not that it was designed and written
for mobile, it’s just good content.

— David Balcom, American Cancer Society
GOOD CONTENT TRANSCENDS
PLATFORM.
CHUNK YOUR BLOBS
Which content should we include
(or exclude)?
Should long pages be broken into
shorter ones?
Will it work to reuse heading...
RESPONSIVE DESIGN WON’T
FIX YOUR CONTENT PROBLEM.
A PACKAGE OF IMAGE CROPS
LENGTH

60 characters, 100 characters, 200 characters

TONE + STYLE

SEO-optimized, Colloqiual

SUPERHEADS + SUBHEADS
Comb...
DON’T CREATE CONTENT FOR A
SPECIFIC CONTEXT.
YOU DON'T GET TO DECIDE
WHICH DEVICE PEOPLE USE
TO GO ON THE INTERNET.
THEY DO.
DISRUPTIVE TECHNOLOGIES
EVENTUALLY GET GOOD.
OR THEY REDEFINE WHAT
GOOD MEANS.
DO MOBILE RIGHT.
RIGHT FROM THE START.
THANKS!
@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149
The Mobile Content Mandate
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The Mobile Content Mandate

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You don't get to decide which device people use to access your content: they do. By 2015, more people will access the internet via mobile devices than on traditional computers. In the US today, one-third of people who browse the internet on their mobile phone say that's the only way they go online—for teens and young adults, those numbers are even higher. It's time to stop avoiding the issue by saying "no one will ever want to do that on mobile; "chances are, someone already wants to. In this session, Karen will discuss why you need to deliver content wherever your customer wants to consume it — and what the risks when you don't make content accessible to mobile users. Already convinced it's important? She'll also explain how to get started with your mobile content strategy, defining what you want to publish, what the relationship should be between your mobile and desktop site, and how your editorial workflow and content management tools need to evolve.

Published in: Technology, Business

The Mobile Content Mandate

  1. 1. THE MOBILE CONTENT MANDATE @karenmcgrane
  2. 2. There is no reason for any individual to have a computer in his home. — Ken Olsen, CEO of Digital Equipment Corp.
  3. 3. There is no reason anyone will need to do that on mobile. —Your university, probably
  4. 4. 1988 DEC is the world’s second largest computer company
  5. 5. 1988 1990 Posts its first quarterly loss and begins laying off employees
  6. 6. 1988 1990 1991 Posts its first full-year loss
  7. 7. 1988 1990 1991 1998 Acquired by Compaq
  8. 8. “ In industry after industry, the new technologies that brought the big, established companies to their knees weren’t better or more advanced — they were actually worse. The new products were low-end, dumb, shoddy, and in almost every way inferior. —The New Yorker
  9. 9. DISRUPTIVE INNOVATION
  10. 10. RADIOS
  11. 11. PRINTERS
  12. 12. PHOTOGRAPHY
  13. 13. PERSONAL COMPUTERS
  14. 14. THE DIGITAL DIVIDE The Digital Divide
  15. 15. 20% OF AMERICANS HAVE NO INTERNET ACCESS AT ALL. 35% HAVE NO INTERNET ACCESS AT HOME.
  16. 16. OF BLACK AMERICANS HAVE NO INTERNET ACCESS. 29% HAVE NO BROADBAND 51% ACCESS AT HOME.
  17. 17. OF HISPANIC AMERICANS HAVE NO INTERNET ACCESS. 32% HAVE NO BROADBAND 49% ACCESS AT HOME.
  18. 18. 38% OF LOW-INCOME AMERICANS HAVE NO INTERNET ACCESS. 59% HAVE NO BROADBAND ACCESS AT HOME.
  19. 19. 46% OF AMERICANS WITH A DISABILITY HAVE NO INTERNET ACCESS. 59% HAVE NO BROADBAND ACCESS AT HOME.
  20. 20. 57% OF AMERICANS WITHOUT A HIGH SCHOOL DIPLOMA HAVE NO INTERNET ACCESS. 88% HAVE NO BROADBAND ACCESS AT HOME.
  21. 21. MOBILE OWNERSHIP 85% MOBILE INTERNET USE 91% 63% 31% 2009 2013 2009 2013
  22. 22. THE MOBILE ONLY USER
  23. 23. 63% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 34% ONLY OR MOSTLY USE THE INTERNET ON MOBILE
  24. 24. 45% USE THE INTERNET ON MOBILE HALF THE TIME OR MORE
  25. 25. 45% OF LOW-INCOME AMERICANS ONLY OR MOSTLY USE THE INTERNET ON MOBILE
  26. 26. 45% OF HIGH-SCHOOL EDUCATED ONLY OR MOSTLY USE THE INTERNET ON MOBILE
  27. 27. 43%* OF BLACK AMERICANS ONLY OR MOSTLY USE THE INTERNET ON MOBILE
  28. 28. 60% OF HISPANIC AMERICANS ONLY OR MOSTLY USE THE INTERNET ON MOBILE
  29. 29. 50% OF TEENS 12–17 ONLY OR MOSTLY USE THE INTERNET ON MOBILE
  30. 30. 50% OF YOUNG ADULTS 18–29 ONLY OR MOSTLY USE THE INTERNET ON MOBILE
  31. 31. Mobile was the final frontier in the access revolution. It has erased the digital divide. A mobile device is the internet for many people. — Susannah Fox, Pew Research
  32. 32. 44% OF THE FORTUNE 100 DON’T HAVE A MOBILE WEBSITE. Source: Pure Oxygen Mobile
  33. 33. 84% OF CONSUMER BRANDS DON’T HAVE A MOBILE STRATEGY. Source: Digiday, Brands Struggle In Mobile
  34. 34. 80% OF B2B BRANDS DON’T HAVE A MOBILE STRATEGY. Source: Business Publishing Sector Cautious About Mobile
  35. 35. united club membership
  36. 36. united club membership
  37. 37. NOW WHAT?
  38. 38. CONTENT STRATEGY FOR MOBILE
  39. 39. KNOW YOUR WORKFLOW
  40. 40. Web Mobile
  41. 41. NO FORKING WAY.
  42. 42. IT’S NOT A STRATEGY IF YOU CAN’T MAINTAIN IT.
  43. 43. WRITE BETTER Content Modeling
  44. 44. THERE’S NO SUCH THING AS “HOW TO WRITE FOR MOBILE.” THERE’S JUST GOOD WRITING.
  45. 45. We felt it was a life-saving imperative to have all of our content on mobile. — David Balcom, American Cancer Society
  46. 46. It’s not that it was designed and written for mobile, it’s just good content. — David Balcom, American Cancer Society
  47. 47. GOOD CONTENT TRANSCENDS PLATFORM.
  48. 48. CHUNK YOUR BLOBS
  49. 49. Which content should we include (or exclude)? Should long pages be broken into shorter ones? Will it work to reuse headings as links? Will it work to truncate body copy for teasers? What fallbacks can we provide if our desktop content just won’t work?
  50. 50. RESPONSIVE DESIGN WON’T FIX YOUR CONTENT PROBLEM.
  51. 51. A PACKAGE OF IMAGE CROPS
  52. 52. LENGTH 60 characters, 100 characters, 200 characters TONE + STYLE SEO-optimized, Colloqiual SUPERHEADS + SUBHEADS Combo packages
  53. 53. DON’T CREATE CONTENT FOR A SPECIFIC CONTEXT.
  54. 54. YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO GO ON THE INTERNET. THEY DO.
  55. 55. DISRUPTIVE TECHNOLOGIES EVENTUALLY GET GOOD. OR THEY REDEFINE WHAT GOOD MEANS.
  56. 56. DO MOBILE RIGHT. RIGHT FROM THE START.
  57. 57. THANKS! @karenmcgrane karen@bondartscience.com www.bondartscience.com +1 (917) 887-8149
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