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, …

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.

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