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Uncle Sam Wants You (To Optimize Your Content For Mobile)
 

Uncle Sam Wants You (To Optimize Your Content For Mobile)

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President Obama recently directed all government agencies to optimize their content for mobile, saying "Americans deserve a government that works for them anytime, anywhere, and on any device." ...

President Obama recently directed all government agencies to optimize their content for mobile, saying "Americans deserve a government that works for them anytime, anywhere, and on any device." Government has a responsibility to make its content available to all Americans equally. What about your organization? If the government has mandated its agencies to develop a content strategy for mobile, isn't it time you did too?

In this session, Karen will discuss why it's important to think holistically about publishing your content in whatever channel or device your customer wants to consume it — and what the risks are in not making 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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Uncle Sam Wants You (To Optimize Your Content For Mobile) Uncle Sam Wants You (To Optimize Your Content For Mobile) Presentation Transcript

  • Text
  • 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 anyonewill need to do that on mobile. —Your company, probably
  • DISRUPTIVE INNOVATION
  • “ In industry after industry, the new technologies that had 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.
  • DISK DRIVES
  • RADIOS
  • PRINTERS
  • PHOTOGRAPHY
  • PERSONAL COMPUTERS
  • THE DIGITAL DIVIDE
  • 20% OF AMERICANS HAVE NO INTERNET ACCESS AT ALL.35% HAVE NO INTERNET ACCESS AT HOME.
  • 29% OF BLACK AMERICANS HAVE NO INTERNET ACCESS.51% ACCESS AT HOME. HAVE NO BROADBAND
  • 32% OF HISPANIC AMERICANS HAVE NO INTERNET ACCESS.49% ACCESS AT HOME. HAVE NO BROADBAND
  • OF AMERICANS WHO MAKE38% LESS THAN $30,000 PER YEAR 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 WITH NO HIGH SCHOOL DIPLOMA HAVE NO INTERNET ACCESS.88% HAVE NO BROADBAND ACCESS AT HOME.
  • MOBILE OWNERSHIP 85% 88% 2009 2012 2009 2012
  • MOBILE OWNERSHIP MOBILE INTERNET USE 85% 88% 55% 31% 2009 2012 2009 2012
  • SMARTPHONE ADOPTION 45.6 42.7 32.7 55.3 54.4 57.3 67.3 44.7 White Black Hispanic Asian SMARTPHONES FEATURE PHONES
  • THE “MOBILE MOSTLY” USER
  • 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 31% OF ALL AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 39% OF NO-COLLEGE AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 43% OF LOW-INCOME AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 42% OF HISPANIC AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 51% OF BLACK AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • Mobile was the final frontier in theaccess revolution. It has erased thedigital divide. A mobile device is the internet for many people. — Susannah Fox, Pew Research
  • united club membership
  • united club membership
  • THE AMERICAN REVOLUTION(NOW AVAILABLE ON MOBILE)
  • THIS
  • Americans deserve agovernment that works for them anytime, anywhere, and on any device.
  • DIGITAL GOVERNMENT:BUILDING A 21 STCENTURY PLATFORMTO BETTER SERVE THEAMERICAN PEOPLEMAY 23, 2012
  • The Federal Government mustalso focus on the fundamentals of customer-centric design.
  • 1.Conduct research to understand the customer’s business, needs, and desires
  • 1.Conduct research to understand the customer’s business, needs, and desires2.Make content more available and accessible through multiple, device-
  • 1.Conduct research to understand the customer’s business, needs, and desires2.Make content more available and accessible through multiple, device-3.Make content more accurate and understandable by maintaining plain language and content freshness
  • 1.Conduct research to understand the customer’s business, needs, and desires2.Make content more available and accessible through multiple, device-3.Make content more accurate and understandable by maintaining plain language and content freshness4.Offer easy paths for feedback to ensure we continually improve service delivery
  • RESEARCH + PLANNING2.Make content more available and accessible through multiple, device-3.Make content more accurate and understandable by maintaining plain language and content freshness4.Offer easy paths for feedback to ensure we continually improve service delivery
  • RESEARCH + PLANNINGADAPTIVE CONTENT3.Make content more accurate and understandable by maintaining plain language and content freshness4.Offer easy paths for feedback to ensure we continually improve service delivery
  • RESEARCH + PLANNINGADAPTIVE CONTENTWRITING + EDITING4.Offer easy paths for feedback to ensure we continually improve service delivery
  • RESEARCH + PLANNINGADAPTIVE CONTENTWRITING + EDITINGMOBILE GOVERNANCE
  • US GOV MOBILE ROADMAP
  • US GOV MOBILE ROADMAPWITHIN THREE MONTHS:Engage with customers to identify thehighest priority services to optimize formobile.
  • US GOV MOBILE ROADMAPWITHIN THREE MONTHS:Engage with customers to identify thehighest priority services to optimize formobile.WITHIN ONE YEAR:Make two key services available on mobile
  • US GOV MOBILE ROADMAPWITHIN THREE MONTHS:Engage with customers to identify thehighest priority services to optimize formobile.WITHIN ONE YEAR:Make two key services available on mobileWHEN PRACTICAL:Publish a plan for improving additional
  • BABY STEPS VS. LONG TERM
  • The biggest thing is, you have tohave a content strategy in place. Youhave to know the end state you want. — Gerard Gober, Comcast
  • RESEARCH + PLANNINGADAPTIVE CONTENTWRITING + EDITINGMOBILE GOVERNANCE
  • Adaptive content is flexible, so it can adapt to different screen sizes and can be presented in differentformats as appropriate for the device.
  • MANAGE STRUCTUREDCONTENT
  • We need to treat all content as data, turning any unstructured contentinto structured data, then ensure allstructured data are associated with valid metadata.
  • 43% OF FEDERAL AGENCIES DO NOT USE A CMS TO PUBLISH ONLINE CONTENT.
  • CHUNKS, NOT BLOBS
  • CREATE PRESENTATION-INDEPENDENT CONTENT
  • Rather than thinking primarily about the final presentation—publishing web pages, mobile applications, or brochures— government agencies need to take an “information- centric” approach.
  • These three layersPRESENTATION LAYER separate information Websites + Apps creation from information presentation— PLATFORM LAYER allowing us to create Systems + APIs content and data once, and then use it in different ways. In effect, this modelINFORMATION LAYER Data + Content represents a fundamental shift from the way our
  • TREAT CONTENT AS A SERVICE
  • “ Providing information through web APIs helps us architect for interoperability and openness, and makes data assets freely available for use within agencies, between agencies, in the private sector, or by citizens.
  • Just look at how the government’s release of GPS and weather data fueled billion dollar industries.
  • CONTENTPROVIDERSMUSICPARTNERS NPR, Open Content and API’s, O’Reilly Oscon 60
  • RESEARCH + PLANNINGADAPTIVE CONTENTWRITING + EDITINGMOBILE GOVERNANCE
  • Federal agencies are required towrite all new publications, forms andpublicly distributed documents in a “clear, concise, well-organized” manner.
  • MOBILE IS A CATALYST
  • GREAT CONTENT TRANSCENDSPLATFORM
  • We felt it was a life-savingimperative to have all of our content on mobile. — David Balcom, American Cancer Society
  • It’s not that it was designed andwritten for mobile, its just good content. — David Balcom, American Cancer Society
  • DEVELOP MOBILE GOVERNANCE
  • PEOPLE + PROCESS
  • CONTINUOUS MEASUREMENTAND IMPROVEMENT
  • “ We now have an opportunity to break free from the inefficient, costly, and fragmented practices of the past, build a sound governance structure for digital services, and do mobile “right” from the beginning.
  • YOU DONT GET TO DECIDEWHICH DEVICE PEOPLE USE TOACCESS YOUR CONTENT.THEY DO.
  • There’s no wrong door foraccessing government services. — Federal CIO Steven VanRoekel
  • DISRUPTIVE TECHNOLOGIESEVENTUALLY GET GOOD.OR THEY REDEFINE WHATGOOD IS.
  • Ultimately, this strategy aims to be disruptive. It provides a platform tofundamentally shift how governmentconnects with, and provides services to, the American people. — Federal CIO Steven VanRoekel
  • DO MOBILE RIGHT.RIGHT FROM THE START.
  • I want us to ask ourselves everyday, how are weusing technology to make a real difference in people’s lives?
  • COMING THISFALL!
  • THANK YOU@karenmcgra