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Extreme makeover Digital Ecosystem Edition
 

Extreme makeover Digital Ecosystem Edition

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  • EduWeb Mobile presentation Mobile is Coming; Mobile is Here! Untangling Your School's Mobile Challenge.
  • CHANGING THE WAY YOU THINK EVOLVING ALL OF YOUR DIGITAL ACTITIVIES
  • This is a general framework, but very much subject to customization based on your specific business objectives, environment, etc… A cohesive, multi-phased, integrated mobile strategy should be foundation to determine the optimal execution path and right mix of mobile tactics There is no optimal sequence of execution - it is dependent on company objectives and audience profile Approaches are complementary, not exclusive For many clients, a mobile website is a low risk best first step and a foundational pillar to gain learning, appeal to many users and gain initial momentum Apps are ideal for a segment of loyal users who desire interaction on a regular basis as well as for gaining brand awareness with prospective customers From a technology standpoint We'd start with the building blocks for a flexible strategy by developing APIs. Then we'd build our mobile web solutions on top of these APIs to deliver information to as many devices as possible using the tools & techniques that your staff are familiar with or, at the very least, their shouldn’t to terribly much of a learning curve. And note that there is even a progressive path through mobile web starting with adaptive design at the bottom through to… … mobile portals with lots of interactivity & content all designed specifically for a mobile device and using device detection to modify the look server-side making it really adaptable to the client requesting the site. Then we could focus on native solutions to refine and provide the best quality solutions on a per operating system basis. And native apps would leverage the API as well.
  • Tablet friendly design considerations include Touch centric interactions of SWIPE, DRAG, FLICK, PRESS Possible 3 rd party apps include safety services, dining services, weather, PubMed, etc Location aware services – campus map, tours. interior building tours, etc. RHCHP App – health news/info., multimedia, events, community messages, study aids
  • In late June, MS announces Surface which offers promise for increased business utilitity of the tablet In then the Google Nexus 7, which has stopped taking orders due to demand Now Apple Next 1-2 years: Inexpensive tablet devices Desktop/mobile/touch integration: Win8 Touch First, Lion, Hybrid Devices Bandwidth speed proliferation and acceleration Continuous device buzz and innovation IPhone, IPad and inexpensive smartphones have been catalyst to first wave of innovation. Next 1-2 years: Inexpensive tablet devices Desktop/mobile/touch integration: Win8 Touch First, Lion, Hybrid Devices Bandwidth speed proliferation and acceleration Continuous device buzz and innovation
  • IPhone, IPad and inexpensive smartphones have been catalyst to first wave of innovation. Next 1-2 years: Inexpensive tablet devices Desktop/mobile/touch integration: Win8 Touch First, Lion, Hybrid Devices Bandwidth speed proliferation and acceleration Continuous device buzz and innovation IPhone, IPad and inexpensive smartphones have been catalyst to first wave of innovation. Next 1-2 years: Inexpensive tablet devices Desktop/mobile/touch integration: Win8 Touch First, Lion, Hybrid Devices Bandwidth speed proliferation and acceleration Continuous device buzz and innovation

Extreme makeover Digital Ecosystem Edition Extreme makeover Digital Ecosystem Edition Presentation Transcript

  • Digital Ecosystem Makeover Primer09.06.2012
  •  Your customers are advanced mobile users… New device types are being announced on a weekly basis… Expectations are exceeding your mobile capability… The external pace is accelerating and business impact is rising How do you prioritize/implement your specific mobile strategy and tactics? How do you connect strategy and tactics to meaningful KPI’s? Mobile is Coming; Mobile is Here! 2
  • WTH SHOULDYOU DO? Mobile is Coming; Mobile is Here! 3
  • START WITH THE RIGHTQUESTIONS Mobile is Coming; Mobile is Here! 4
  • Common Mobile Starting Points We often hear questions and imperatives such as: – App or Site? – What can I do fast? – The President/C-Level Executive wants an App – Responsive design? – What do I do now with my App or mini site? – How to rollout? Great questions, and we will address them today…within the context of your audience, ecosystem and business goals Mobile is Coming; Mobile is Here! 5
  • Better Mobile Starting PointQuestions How should mobile fit into my digital ecosystem and strategy? Where are the opportunities for mobile to make the most impact? How should I adjust my mobile roadmap given the advent of new solutions? What is the right trajectory to move from today to tomorrow? How much should I invest? Where are the quick wins? Mobile is Coming; Mobile is Here! 6
  • User JourneyToday Research Plan Buy Support and Advocate Websites Microsite PortalsToday: Entire Communitiesecosystem is primarilyoptimized arounddesktop 2013+ 2013 Mobile is Coming; Mobile is Here! 7
  • Future Ready Digital Ecosystem User JourneyTomorrow Research Plan Buy Support and Advocate Websites Microsite Portals [tbd] Communities 2013 2013+ Tomorrow: Entire Ecosystem is device and context ready based on how users interact with you Mobile is Coming; Mobile is Here! 8
  • ROADMAP You can get there from here.Mobile is Coming; Mobile is Here! 9
  • Get Strategic Grounding •Lower Reach •Create New/Discrete Experiences •Higher Reach •Extend/Enrich Existing Experiences Digital Strategy/Roadmap and Analytics Mobile is Coming; Mobile is Here! 10
  • Business and Audience QuestionsAre Starting Point For RoadmapDecisions Mobile is Coming; Mobile is Here! 11
  • Mobile Marketing - Start WithWhat You KnowConsider:Building mobile optimized landing pages to support campaign activitiesDeveloping mobile ready email templates to build engagementAuditing your SEO results on Mobile. Create a plan for mobile SEOoptimizationOptimizing SEM campaigns specifically for mobileIntegrate SMS reminders into application process to increase yieldCapture cell phone numbers from prospect and students to build dbase Mobile is Coming; Mobile is Here! 12
  • What Does Your Mobile RoadmapLook Like?There is no “one size fits all” Find a way to get traction. Don’t tackle the home page first. Find a project out of the eyes of the naysayers. Mobile is Coming; Mobile is Here! 13
  • How should I think about budgetingfor Mobile in 2013+?For platforms and programs, consider:Using the projected % of traffic or media consumptions as a proxy forbudgetingWhat % of your web traffic or audience attention will be Mobile/Touch-first in2013? Or to be more forward looking 2014 or 2015?Adjust based on potential ROIBack of the envelope, super-caveated guesstimate range: 20-50% of digitalbudget should be spent on mobile Mobile is Coming; Mobile is Here! 14
  • Not Just About a Website…It’s about your thinking and your behaviors…  Creative or campaign brief  Web development process  QA process  Budgeting  Web design mindset  Talent pool  Etc… Mobile is Coming; Mobile is Here! 15
  • WHERE ARE WE HEADING? Mobile is Coming; Mobile is Here! 16
  • Pace of Change is Unlike AnythingWe’ve Experienced “Mobile web is growing 8x faster than Internet.” - Google, 3/12 “…Mobility will be the provision of the future. Fast forward 5 – 10 years … the answer will always be mobile first.” - Eric Schmidt: CEO Google (2010) Mobile is Coming; Mobile is Here! 17
  • UnprecedentedMobile RevolutionImpacts Roadmapof Your Projects,Platforms,Programs andCareer Mobile is Coming; Mobile is Here! 18
  • Between 2013-2016… Touch-first/mobile operating systems are the new “desktop” experience (Win 8; IOS/Lion) Mobile internet usage eclipses desktop Majority of email opened on mobile device Most local searches are performed on mobile 7 connected devices per U.S. citizen 85% of cars will be Internet connected Tablets will be the primary PC for many; 112.5M U.S. consumers by ‘16 Global mobile connection speeds increase 9-fold by 2016 Mobile is Coming; Mobile is Here! 19
  • Growth ImpactsMarketing,Not Just Sitesand Apps Mobile is Coming; Mobile is Here! 20
  • Does This GapRemind You ofAnything? Mobile is Coming; Mobile is Here! 21
  • With More at Stake, Pace ofTechnology Innovation OnlyAccelerates… Mobile is Coming; Mobile is Here! 22
  • …And This Innovation Spurs NewBehaviors and Higher Expectations Mobile is Coming; Mobile is Here! 23
  • THANK YOU! Mobile is Coming; Mobile is Here! 24
  • Who We Are  Full-service digital agency  Interactive focus for 11+ years  Technical DNA  http://theprimacy.com Mike Stutman SVP, Strategy and Innovation michael.stutman@theprimacy.com Mobile is Coming; Mobile is Here! 25