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, Septe...
Glossary of TermsTuesday, September 13, 2011
def. Native Apps                        an application developed to run natively on the                        targeted de...
def. iOS                        the operating system that powers the iPhone,                        iPod Touch, iPad and A...
def. Mobile Web & Desktop Web                        mobile web refers to browser-based access                        to t...
def. WebKit                        a layout engine that powers a number of                        popular mobile browsers ...
def. Responsive Web Design                        fluid layouts coupled with CSS3 media queries                        and ...
So                              whyTuesday, September 13, 2011
65% of 18-29 year olds      have accessed the       mobile internet                              from Pew Internet & Ameri...
14% of prospects searched      a college site from        a mobile device     from Noel Levitz E-Expectations report, July...
Currently, 30% of US population  uses smartphones.                                  By 2012, 50% of US population         ...
True  Anytime, Anywhere AccessTuesday, September 13, 2011
Smartphones are SUPER phones.Tuesday, September 13, 2011
(part of)                   WVU’s Mobile Presence                                Aug. 2009                              iW...
7-day Moving Average of Traffic to m.wvu.edu                                                                               ...
m.wvu.edu has had 2 million page views.   Or 10% of the traffic our home page has       had over the same time period.Tuesd...
(part of)                   WVU’s Mobile Presence                                   Aug. 2010                             ...
(part of)                   WVU’s Mobile Presence                                             Mar. 2011                   ...
(part of)                   WVU’s Mobile Presence                                                Apr. 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                     ...
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     ...
It’s about realistically prioritizing      mobile solutions for your organization.     Then working one-by-one through the...
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                              Stude...
Let’s constrain these audiences based          on what we know about mobile users.         Note: not users that are mobile...
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, S...
Google’s Mobile User Groups                              Repetitive Now                                Bored Now          ...
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                          ...
Local Users                              95% of smartphone users have                                searched for local co...
Short Timeframe                     88% of smartphone users took action                       on a search result within a ...
Making Calls                  61% of smartphone users ended up                calling a business based on their search.   ...
Don’t Focus on “On the Go”                          30% of smartphone users used the                          mobile inter...
Audience Strategy ReviewTuesday, September 13, 2011
Audience Strategy Review                              Those with Urgent NeedsTuesday, September 13, 2011
Audience Strategy Review                              Those with Urgent Needs                               Local Constitu...
Audience Strategy Review                              Those with Urgent Needs                               Local Constitu...
Audience Strategy Review                              Those with Urgent Needs                               Local Constitu...
Tuesday, September 13, 2011
Content Delivery is Secondary                 to Tangible Utility             Make sure your content is useful, damn it!Tu...
Which is better?                         Content Delivery       or   Tangible Utility                                  fro...
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 mob...
Localization is Intensified                Find ways to take advantage of location-                  related information & ...
Content Strategy Review           Be able to answer, “What value will the         targeted audiences get from this content...
Platform StrategyTuesday, September 13, 2011
Making the case for mobile web first.Tuesday, September 13, 2011
Mobile Web-Optimized Solutions           responsive                 mobile     standalone             designs             ...
Discovery                               DiscoveryTuesday, September 13, 2011
“Not every mobile device will have                  your app on it but every mobile                    device will have a ...
77% of smartphone users use search.                          Most visited type of website.                              fr...
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.                            ...
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...
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...
Audience           Content             On-campus        Contact Info                   Admits        Map               Pro...
Audience           Content       Platform             On-campus        Contact Info   Mobile Portal                   Admi...
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 &                              progress...
Thanks,    Priorities by redvers                     Road to Ribblesdale by Luc B    Swiss Flag by strupler               ...
The EndTuesday, September 13, 2011
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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.

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Developing a Progressive Mobile Strategy (Key Comm Version)

  1. 1. Developing a Progressive Mobile StrategyTuesday, September 13, 2011
  2. 2. from 30,000 feet and...Tuesday, September 13, 2011
  3. 3. ...2 years in the making.Tuesday, September 13, 2011
  4. 4. What I’ll Talk About •Glossary of Terms •Why Mobile •A Progressive StrategyTuesday, September 13, 2011
  5. 5. Glossary of TermsTuesday, September 13, 2011
  6. 6. 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
  7. 7. def. iOS the operating system that powers the iPhone, iPod Touch, iPad and Apple TV. Analogous to Android.Tuesday, September 13, 2011
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. So whyTuesday, September 13, 2011
  12. 12. 65% of 18-29 year olds have accessed the mobile internet from Pew Internet & American Life Project report, May 2010Tuesday, September 13, 2011
  13. 13. 14% of prospects searched a college site from a mobile device from Noel Levitz E-Expectations report, July 2011Tuesday, September 13, 2011
  14. 14. Currently, 30% of US population uses smartphones. By 2012, 50% of US population will use smartphones. from Asymco, December 2010Tuesday, September 13, 2011
  15. 15. True Anytime, Anywhere AccessTuesday, September 13, 2011
  16. 16. Smartphones are SUPER phones.Tuesday, September 13, 2011
  17. 17. (part of) WVU’s Mobile Presence Aug. 2009 iWVU & m.wvu.eduTuesday, September 13, 2011
  18. 18. 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
  19. 19. 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
  20. 20. (part of) WVU’s Mobile Presence Aug. 2010 wvutoday.wvu.eduTuesday, September 13, 2011
  21. 21. (part of) WVU’s Mobile Presence Mar. 2011 tournaments.wvu.eduTuesday, September 13, 2011
  22. 22. (part of) WVU’s Mobile Presence Apr. 2011 studentaffairs.wvu.eduTuesday, September 13, 2011
  23. 23. that iPhone app you might want?Tuesday, September 13, 2011
  24. 24. it’s not a mobile strategy...Tuesday, September 13, 2011
  25. 25. an iPhone app... ...a mobile website +Tuesday, September 13, 2011
  26. 26. again, they’re not a mobile strategy... +Tuesday, September 13, 2011
  27. 27. these are just some of the options... standalone responsive designs mobile sites native apps mobile templates APIsTuesday, September 13, 2011
  28. 28. ThereTuesday, September 13, 2011 Here
  29. 29. Progressive Mobile StrategyTuesday, September 13, 2011
  30. 30. Tuesday, September 13, 2011
  31. 31. IterateTuesday, September 13, 2011
  32. 32. Be Platform Neutral Being Platform Neutral fo rm lat PTuesday, September 13, 2011
  33. 33. It’s about realistically prioritizing mobile solutions for your organization. Then working one-by-one through them.Tuesday, September 13, 2011
  34. 34. a Progressive Mobile Strategy has three stages....Tuesday, September 13, 2011
  35. 35. Audience StrategyTuesday, September 13, 2011
  36. 36. Tuesday, September 13, 2011
  37. 37. Platform StrategyTuesday, September 13, 2011
  38. 38. Progressive Mobile StrategyTuesday, September 13, 2011
  39. 39. Audience StrategyTuesday, September 13, 2011
  40. 40. Traditional Higher Ed Audiences Prospects Faculty Students Staff Alumni Visitors Etc.Tuesday, September 13, 2011
  41. 41. 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
  42. 42. Google’s Mobile User GroupsTuesday, September 13, 2011
  43. 43. Google’s Mobile User Groups Repetitive NowTuesday, September 13, 2011
  44. 44. Google’s Mobile User Groups Repetitive Now Bored NowTuesday, September 13, 2011
  45. 45. Google’s Mobile User Groups Repetitive Now Bored Now Urgent NowTuesday, September 13, 2011
  46. 46. Urgent NowTuesday, September 13, 2011
  47. 47. current student... Urgent NowTuesday, September 13, 2011
  48. 48. 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
  49. 49. Local Users 95% of smartphone users have searched for local content. from Google’s “The Mobile Movement” report, April 2011Tuesday, September 13, 2011
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. Audience Strategy ReviewTuesday, September 13, 2011
  54. 54. Audience Strategy Review Those with Urgent NeedsTuesday, September 13, 2011
  55. 55. Audience Strategy Review Those with Urgent Needs Local ConstituenciesTuesday, September 13, 2011
  56. 56. Audience Strategy Review Those with Urgent Needs Local Constituencies Short TimeframesTuesday, September 13, 2011
  57. 57. Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes Don’t Focus on “On the Go”Tuesday, September 13, 2011
  58. 58. Tuesday, September 13, 2011
  59. 59. Content Delivery is Secondary to Tangible Utility Make sure your content is useful, damn it!Tuesday, September 13, 2011
  60. 60. Which is better? Content Delivery or Tangible Utility from XKCD, http://xkcd.com/773/Tuesday, September 13, 2011
  61. 61. Don’t Convert, Create Look for new ways to combine content.Tuesday, September 13, 2011
  62. 62. Break Out of Silos Don’t follow org charts when developing mobile solutions.Tuesday, September 13, 2011
  63. 63. Localization is Intensified Find ways to take advantage of location- related information & relationships.Tuesday, September 13, 2011
  64. 64. Content Strategy Review Be able to answer, “What value will the targeted audiences get from this content?”Tuesday, September 13, 2011
  65. 65. Platform StrategyTuesday, September 13, 2011
  66. 66. Making the case for mobile web first.Tuesday, September 13, 2011
  67. 67. Mobile Web-Optimized Solutions responsive mobile standalone designs templates mobile sitesTuesday, September 13, 2011
  68. 68. Discovery DiscoveryTuesday, September 13, 2011
  69. 69. “Not every mobile device will have your app on it but every mobile device will have a browser.” - Jason Grigsby, @grigsTuesday, September 13, 2011
  70. 70. 77% of smartphone users use search. Most visited type of website. from Google’s “The Mobile Movement” report, April 2011Tuesday, September 13, 2011
  71. 71. remember those Urgent Now users?Tuesday, September 13, 2011
  72. 72. They’re looking for our already indexed content.Tuesday, September 13, 2011
  73. 73. “Links don’t open apps.” - Jason Grigsby, @grigsTuesday, September 13, 2011
  74. 74. 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
  75. 75. Getting social?Tuesday, September 13, 2011
  76. 76. search + links = mobile web firstTuesday, September 13, 2011
  77. 77. 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
  78. 78. Wrapping it all up...Tuesday, September 13, 2011
  79. 79. #1 Identify the audience.Tuesday, September 13, 2011
  80. 80. #2 Identify the content for that audience.Tuesday, September 13, 2011
  81. 81. #3 Implement platform solutions.Tuesday, September 13, 2011
  82. 82. #4 Lather, rinse, & repeat.Tuesday, September 13, 2011
  83. 83. Audience On-campus Admits Prospects AlumniTuesday, September 13, 2011
  84. 84. Audience Content On-campus Contact Info Admits Map Prospects Emergency Alumni CalendarTuesday, September 13, 2011
  85. 85. Audience Content Platform On-campus Contact Info Mobile Portal Admits Map Native Apps Responsive Prospects Emergency Design Alumni CalendarTuesday, September 13, 2011
  86. 86. Don’t get stuck on platform.Tuesday, September 13, 2011
  87. 87. Focus on your targeted audiences & content.Tuesday, September 13, 2011
  88. 88. Many thanks to Mr. Robertson for the snazzy device & progressive strategy graphics.Tuesday, September 13, 2011
  89. 89. 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
  90. 90. The EndTuesday, September 13, 2011
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