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Developing a Progressive Mobile Strategy (Key Comm Version)
 

Developing a Progressive Mobile Strategy (Key Comm Version)

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A slimmed down, introductory version of my Progressive Mobile Strategy talk presented to the Key Communicators group at West Virginia University.

A slimmed down, introductory version of my Progressive Mobile Strategy talk presented to the Key Communicators group at West Virginia University.

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    Developing a Progressive Mobile Strategy (Key Comm Version) Developing a Progressive Mobile Strategy (Key Comm Version) Presentation Transcript

    • Developing a Progressive Mobile StrategyTuesday, September 13, 2011
    • from 30,000 feet and...Tuesday, September 13, 2011
    • ...2 years in the making.Tuesday, September 13, 2011
    • What I’ll Talk About •Glossary of Terms •Why Mobile •A Progressive StrategyTuesday, September 13, 2011
    • Glossary of TermsTuesday, September 13, 2011
    • def. Native Apps an application developed to run natively on the targeted device. usually written in a device specific language like Objective-C or Java. delivered through app stores (for the most part).Tuesday, September 13, 2011
    • def. iOS the operating system that powers the iPhone, iPod Touch, iPad and Apple TV. Analogous to Android.Tuesday, September 13, 2011
    • def. Mobile Web & Desktop Web mobile web refers to browser-based access to the internet from mobile devices. desktop web is just my way of referring to non-mobile access.Tuesday, September 13, 2011
    • def. WebKit a layout engine that powers a number of popular mobile browsers including Mobile Safari. not all WebKit-based browsers are equal!Tuesday, September 13, 2011
    • def. Responsive Web Design fluid layouts coupled with CSS3 media queries and JavaScript providing an alternate look & feel for content based on requesting device. synonymous with adaptive web design.Tuesday, September 13, 2011
    • So whyTuesday, September 13, 2011
    • 65% of 18-29 year olds have accessed the mobile internet from Pew Internet & American Life Project report, May 2010Tuesday, September 13, 2011
    • 14% of prospects searched a college site from a mobile device from Noel Levitz E-Expectations report, July 2011Tuesday, September 13, 2011
    • Currently, 30% of US population uses smartphones. By 2012, 50% of US population will use smartphones. from Asymco, December 2010Tuesday, September 13, 2011
    • True Anytime, Anywhere AccessTuesday, September 13, 2011
    • Smartphones are SUPER phones.Tuesday, September 13, 2011
    • (part of) WVU’s Mobile Presence Aug. 2009 iWVU & m.wvu.eduTuesday, September 13, 2011
    • 7-day Moving Average of Traffic to m.wvu.edu Chart 2 8000 Start of Spring ’11 Start of Fall ’10 6000 Snowstorm 4000 Start of Spring ’10 2000 0 Aug 28, 2009 Oct 25, 2009 Dec 22, 2009 Feb 18, 2010 Apr 15, 2010 Jun 10, 2010 Aug 7, 2010 Oct 3, 2010 Nov 30, 2010 Jan 27, 2011 Mar 26, 2011 May 22, 2011Tuesday, September 13, 2011
    • m.wvu.edu has had 2 million page views. Or 10% of the traffic our home page has had over the same time period.Tuesday, September 13, 2011
    • (part of) WVU’s Mobile Presence Aug. 2010 wvutoday.wvu.eduTuesday, September 13, 2011
    • (part of) WVU’s Mobile Presence Mar. 2011 tournaments.wvu.eduTuesday, September 13, 2011
    • (part of) WVU’s Mobile Presence Apr. 2011 studentaffairs.wvu.eduTuesday, September 13, 2011
    • that iPhone app you might want?Tuesday, September 13, 2011
    • it’s not a mobile strategy...Tuesday, September 13, 2011
    • an iPhone app... ...a mobile website +Tuesday, September 13, 2011
    • again, they’re not a mobile strategy... +Tuesday, September 13, 2011
    • these are just some of the options... standalone responsive designs mobile sites native apps mobile templates APIsTuesday, September 13, 2011
    • ThereTuesday, September 13, 2011 Here
    • Progressive Mobile StrategyTuesday, September 13, 2011
    • Tuesday, September 13, 2011
    • IterateTuesday, September 13, 2011
    • Be Platform Neutral Being Platform Neutral fo rm lat PTuesday, September 13, 2011
    • It’s about realistically prioritizing mobile solutions for your organization. Then working one-by-one through them.Tuesday, September 13, 2011
    • a Progressive Mobile Strategy has three stages....Tuesday, September 13, 2011
    • Audience StrategyTuesday, September 13, 2011
    • Tuesday, September 13, 2011
    • Platform StrategyTuesday, September 13, 2011
    • Progressive Mobile StrategyTuesday, September 13, 2011
    • Audience StrategyTuesday, September 13, 2011
    • Traditional Higher Ed Audiences Prospects Faculty Students Staff Alumni Visitors Etc.Tuesday, September 13, 2011
    • Let’s constrain these audiences based on what we know about mobile users. Note: not users that are mobile, users that are using mobile devices.Tuesday, September 13, 2011
    • Google’s Mobile User GroupsTuesday, September 13, 2011
    • Google’s Mobile User Groups Repetitive NowTuesday, September 13, 2011
    • Google’s Mobile User Groups Repetitive Now Bored NowTuesday, September 13, 2011
    • Google’s Mobile User Groups Repetitive Now Bored Now Urgent NowTuesday, September 13, 2011
    • Urgent NowTuesday, September 13, 2011
    • current student... Urgent NowTuesday, September 13, 2011
    • I have a meeting. Where’s Allen Hall? I need to call my professor about a late assignment... current student... Urgent Now How do I reset my WiFi password? When does the bus get here?Tuesday, September 13, 2011
    • Local Users 95% of smartphone users have searched for local content. from Google’s “The Mobile Movement” report, April 2011Tuesday, September 13, 2011
    • Short Timeframe 88% of smartphone users took action on a search result within a day from Google’s “The Mobile Movement” report, April 2011Tuesday, September 13, 2011
    • Making Calls 61% of smartphone users ended up calling a business based on their search. Tip: make your phone numbers clickable with tel: from Google’s “The Mobile Movement” report, April 2011Tuesday, September 13, 2011
    • Don’t Focus on “On the Go” 30% of smartphone users used the mobile internet from their couch. 90% used it from home. from Google’s “The Mobile Movement” report, April 2011Tuesday, September 13, 2011
    • Audience Strategy ReviewTuesday, September 13, 2011
    • Audience Strategy Review Those with Urgent NeedsTuesday, September 13, 2011
    • Audience Strategy Review Those with Urgent Needs Local ConstituenciesTuesday, September 13, 2011
    • Audience Strategy Review Those with Urgent Needs Local Constituencies Short TimeframesTuesday, September 13, 2011
    • Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes Don’t Focus on “On the Go”Tuesday, September 13, 2011
    • Tuesday, September 13, 2011
    • Content Delivery is Secondary to Tangible Utility Make sure your content is useful, damn it!Tuesday, September 13, 2011
    • Which is better? Content Delivery or Tangible Utility from XKCD, http://xkcd.com/773/Tuesday, September 13, 2011
    • Don’t Convert, Create Look for new ways to combine content.Tuesday, September 13, 2011
    • Break Out of Silos Don’t follow org charts when developing mobile solutions.Tuesday, September 13, 2011
    • Localization is Intensified Find ways to take advantage of location- related information & relationships.Tuesday, September 13, 2011
    • Content Strategy Review Be able to answer, “What value will the targeted audiences get from this content?”Tuesday, September 13, 2011
    • Platform StrategyTuesday, September 13, 2011
    • Making the case for mobile web first.Tuesday, September 13, 2011
    • Mobile Web-Optimized Solutions responsive mobile standalone designs templates mobile sitesTuesday, September 13, 2011
    • Discovery DiscoveryTuesday, September 13, 2011
    • “Not every mobile device will have your app on it but every mobile device will have a browser.” - Jason Grigsby, @grigsTuesday, September 13, 2011
    • 77% of smartphone users use search. Most visited type of website. from Google’s “The Mobile Movement” report, April 2011Tuesday, September 13, 2011
    • remember those Urgent Now users?Tuesday, September 13, 2011
    • They’re looking for our already indexed content.Tuesday, September 13, 2011
    • “Links don’t open apps.” - Jason Grigsby, @grigsTuesday, September 13, 2011
    • 55% of users with an internet-enabled phone use it to check personal email. from Merkle’s “View from the Digital Inbox” report, January 2011Tuesday, September 13, 2011
    • Getting social?Tuesday, September 13, 2011
    • search + links = mobile web firstTuesday, September 13, 2011
    • Platform Strategy Review There is a lot of content already out there & users expect access to it. There isn’t one mobile solution for your organization or client.Tuesday, September 13, 2011
    • Wrapping it all up...Tuesday, September 13, 2011
    • #1 Identify the audience.Tuesday, September 13, 2011
    • #2 Identify the content for that audience.Tuesday, September 13, 2011
    • #3 Implement platform solutions.Tuesday, September 13, 2011
    • #4 Lather, rinse, & repeat.Tuesday, September 13, 2011
    • Audience On-campus Admits Prospects AlumniTuesday, September 13, 2011
    • Audience Content On-campus Contact Info Admits Map Prospects Emergency Alumni CalendarTuesday, September 13, 2011
    • Audience Content Platform On-campus Contact Info Mobile Portal Admits Map Native Apps Responsive Prospects Emergency Design Alumni CalendarTuesday, September 13, 2011
    • Don’t get stuck on platform.Tuesday, September 13, 2011
    • Focus on your targeted audiences & content.Tuesday, September 13, 2011
    • Many thanks to Mr. Robertson for the snazzy device & progressive strategy graphics.Tuesday, September 13, 2011
    • Thanks, Priorities by redvers Road to Ribblesdale by Luc B Swiss Flag by strupler Audience by batmoo Lego Discovery by dunechaser Drupalcon by Mike Gifford Grasshopper by trekman Highway Lights by Spreng Ben Guitarist by postlife1976 Tunnel by Éole Bullhorn by aisipos Christmas Present by kevindooley Girl on Stoop by ollipitkanen Clouds by Francisco Martins Student Recording Video by U. of Denver Calendars by Duane Mendoza Student in Classroom by Bill Erickson Bananas by sis Mud by neilspicys Target by ??? Flickr by dsevillaTuesday, September 13, 2011
    • The EndTuesday, September 13, 2011