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Blaise Nutter & Cameron Corda - Understanding & Building Mobile Engagement
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Blaise Nutter & Cameron Corda - Understanding & Building Mobile Engagement

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  • 1. Understanding & BuildingMobile EngagementCameron Corda, Director of ProductionBlaise Nutter, Senior Strategist © 2012 Blue State Digital | Proprietary and Confidential 1
  • 2. Introduction to Mobile © 2012 Blue State Digital | Proprietary and Confidential 2
  • 3. Introduction to Mobile: Worldwide There are over 5.9 billion mobile subscribers. © 2012 Blue State Digital.com | Proprietary and Confidential 3
  • 4. Introduction to Mobile: Nationwide 44% of mobile subscribers 25% a ccess have a web s the olely b sm artphone. cell ph one. y © 2012 Blue State Digital.com | Proprietary and Confidential 4
  • 5. Introduction to Mobile: Universe-wide a few years from now “almost everyone at Facebook will focus exclusively on mobile.” © 2012 Blue State Digital.com | Proprietary and Confidential 5
  • 6. What We’ve Seen at BSD © 2012 Blue State Digital | Proprietary and Confidential 6
  • 7. Introduction to Mobile: BSDOn average, nearly 13% of traffic from mobile devices 4.96% 15.88% © 2012 Blue State Digital.com | Proprietary and Confidential 7
  • 8. Introduction to Mobile: BSDHigh-profile moments DRIVE mobile traffic 12.5% mobile ( +11%) 20.5% mobile ( +120%) © 2012 Blue State Digital.com | Proprietary and Confidential 8
  • 9. Introduction to Mobile: BSDHowever, mobile users currently underperform: higher bounce rate fewer visits to conversion pages fewer conversions © 2012 Blue State Digital.com | Proprietary and Confidential 9
  • 10. How are we planning for the mobile future? © 2012 Blue State Digital | Proprietary and Confidential 10
  • 11. Building for Mobile © 2012 Blue State Digital | Proprietary and Confidential 11
  • 12. How do we design for mobile experience? © 2012 Blue State Digital | Proprietary and Confidential 12
  • 13. Basics of Mobile Web server on ith e wme phnding I’m a se Minny screen? nd d a a ti blah.com. b rowser Whateve r. Here’s and GIAN some GIA T GRID th Ok.o pro’bleoFILES N He e s sNT to render at’llWure tis yatlly be m. e nh fi ’s s o a m . I pray yo e y nra pain u u ri i e i de’ve onk mobcle lgrw Godspee e?ifi. id. d.mobile device © 2012 Blue State Digital.com | Proprietary and Confidential 13
  • 14. Mobile Apps: BSD’s Position •Few need mobile apps •Too expensive, too time consuming •Web apps should be fine for most, if not all •But a mobile app worked well here © 2012 Blue State Digital.com | Proprietary and Confidential 14
  • 15. Building for Mobile: m.domain.com yelp.com m.yelp.com © 2012 Blue State Digital.com | Proprietary and Confidential 15
  • 16. Building for Mobile: m.domain.com Wha t am miss I ing? ain ing Maint os ites tw blo ws. mobile user mobile web admin © 2012 Blue State Digital.com | Proprietary and Confidential 16
  • 17. Building for Mobile: What Matters?Survey: What is the most common problem you’veencountered accessing websites or applications on yourmobile phone?“Slow to load” (38%)“Crashed/froze received an error” (18%)“Formatting made it difficult to read and use” (15%)Speed matters more than aesthetics. © 2012 Blue State Digital | Proprietary and Confidential 17
  • 18. Mobile Optimization © 2012 Blue State Digital | Proprietary and Confidential 18
  • 19. Building for Mobile: Optimization Creating a good mobile experience: File size and load times should be small. UX & IA are crucial for good mobile experience. The number of clicks should be limited. © 2012 Blue State Digital.com | Proprietary and Confidential 19
  • 20. Building for Mobile: Optimization Creating a good mobile experience: Minimize requests Optimize images Use a CDN Google Page Speed can help identify areas to improve © 2012 Blue State Digital.com | Proprietary and Confidential 20
  • 21. Building for Mobile: OptimizationThe bare minimum = renders well but not mobile optimized. <input type=”tel” />No Flash Quicker downloads Testing Detailed coding © 2012 Blue State Digital.com | Proprietary and Confidential 21
  • 22. Responsive Design © 2012 Blue State Digital | Proprietary and Confidential 22
  • 23. Building for Mobile: Responsive Design © 2012 Blue State Digital.com | Proprietary and Confidential 23
  • 24. Building for Mobile: Responsive Design Increased planning, documentation, design, and implementation. © 2012 Blue State Digital.com | Proprietary and Confidential 24
  • 25. Building for Mobile: Responsive DesignWhile the costs are not minimal, the benefits are clear: •Reach mobile audience •Maintain one site •“Future proofs” the design and functionality © 2012 Blue State Digital.com | Proprietary and Confidential 25
  • 26. BSD’s Approach © 2012 Blue State Digital | Proprietary and Confidential 26
  • 27. BSD’s Approach:Mobile-Friendly Emails & Donation Forms © 2012 Blue State Digital.com | Proprietary and Confidential 27
  • 28. BSD’s Approach: One-Click DonateUses saved transactions andopt-in sign-up.Makes mobile emails andSMS texts much more likely toconvert.Speaking of SMS... © 2012 Blue State Digital.com | Proprietary and Confidential 28
  • 29. SMS - The Next Generation © 2012 Blue State Digital | Proprietary and Confidential 29
  • 30. SMS is a fantasticcomplement to other channels. © 2012 Blue State Digital | Proprietary and Confidential 30
  • 31. SMS: Mobile StrategyText to Give is great for large volume campaigns. Tooexpensive otherwise.Use text alerts sparingly or only with your mostcommitted supporters.We’ve found success pairing text alerts with our newQuick Donate feature. © 2012 Blue State Digital.com | Proprietary and Confidential 31
  • 32. Three things to leave you with:It’s a multi-device world. It’s not going away.Focus your efforts. Make your action pages fast, make surethey work … then think about responsive design, apps.Every communication should be oriented to action, no matterwhat device receives it. © 2012 Blue State Digital | Proprietary and Confidential 32
  • 33. Questions? © 2012 Blue State Digital | Proprietary and Confidential 33