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Developing a Progressive Mobile Strategy (M3 Conf version)

by Dave Olsen

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A common refrain from both management and clients alike today is, "We need an app..." Unfortunately, over the long-term, mobile solutions for you or your clients’ organizations will need to be more diversified than a single app. From optimizing current web content to developing unique experiences mobile will touch, and possibly transform, your entire enterprise. Not only will your interactions with your customers be affected by the rapid adoption of smartphones but also your workforce and business processes. Combining lessons learned at a large, land-grant university as well as the latest statistics on mobile we’ll review why you need a cross-audience, cross-content, and cross-platform mobile strategy, what one is all about, and how it’ll help you prioritize your mobile solutions.

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Developing a Progressive Mobile Strategy (M3 Conf version) Presentation Transcript

Developing aProgressiveMobile Strategydave olsen, @dmolsenwvu university relations - web

slideshare.net/dmolsenwvu

programmer9 years at wvuwvu has 30,000 students

from 30,000 feet and...

...2 years inthe making.

WVU’s Mobile Presence Aug. 2009 iWVU & m.wvu.edu

WVU’s Mobile Presence Aug. 2010 wvutoday.wvu.edu

WVU’s Mobile Presence Mar. 2011 tournaments.wvu.edu

WVU’s Mobile Presence Apr. 2011 studentaffairs.wvu.edu

m.wvu.edu Trafﬁc by Semester8000 450%+ increase6000 in average trafﬁc40002000 0 Fall 2009 Spring 2010 Fall 2010 Spring 2011 Fall 2011 Average page views per day

“We need an app.” - sincerely, the client

“Why?” - belligerently, me

Marketing, marketing bullhorn

the cool factor, all the cool kids are doing itsomething that denotes cool

they don’t know why cricketsor crickets.

Time to educate... time for some education classroom

Strategy

that iPhone app you want?

it’s not a mobile strategy...

an iPhone app... ...a mobile website +

again, they’re not a mobile strategy... +

these are just some of the options... standalone responsive designs mobile sitesnative apps mobile templates APIs

There Here

Progressive Mobile Strategy

Iterate

Be Platform Neutral Being Platform Neutral fo rm latP

It’s about realistically prioritizing mobile solutions for your organization.Then working one-by-one through them.

Audience Strategy

aProgressive Mobile Strategy has three parts....

Platform Strategy

Progressive Mobile Strategy

Audience Strategy

Traditional Higher Ed Audiences Prospects Faculty Students Staff Alumni Visitors Etc.

Let’s constrain these audiences basedon what we know about mobile users.Note: not users that are mobile, users that are using mobile devices.

Google’s Mobile User Groups

Google’s Mobile User Groups Repetitive Now

Google’s Mobile User Groups Repetitive Now Bored Now

Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now

Urgent Now

current student...Urgent Now

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?

Local Users95% of smartphone users have searched for local content. from Google’s “The Mobile Movement” report, April 2011

Short Timeframe88% of smartphone users took action on a search result within a day from Google’s “The Mobile Movement” report, April 2011

Making Calls 61% of smartphone users ended upcalling a business based on their search. Tip: make your phone numbers clickable with tel: from Google’s “The Mobile Movement” report, April 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 2011

So is context dead?

Context redeﬁned as personal.

Audience Strategy Review

Audience Strategy Review Those with Urgent Needs

Audience Strategy Review Those with Urgent Needs Local Constituencies

Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes

Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes Don’t Focus on “On the Go”

Content Delivery is Secondary to Tangible UtilityMake sure your content is useful, damn it!

Which is better?Content Delivery or Tangible Utility from XKCD, http://xkcd.com/773/

Don’t Convert, CreateLook for new ways to combine content.

Break Out of Silos Don’t follow org charts when developing mobile solutions.

Localization is Intensiﬁed Find ways to take advantage of location- related information & relationships.

Content Strategy Review Be able to answer, “What value will thetargeted audiences get from this content?”

Platform Strategy

an iPhone app... ...a mobile website vs.

The question is no longer, “Which do wedevelop for, native or mobile web?” but...

“How do we develop solutions to handle both mobile web & native now as well as the devices of the future?”

A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs

APIs are the infrastructure for your mobile initiatives... Create Once, Publish Everywhere

Content needs to be recombinable.

PRT APIUpdate once. Publishes to: iOS App, Mobile Website, Student Portal, Transportation Website, & Twitter

A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs

Mobile Web-Optimized Solutionsresponsive mobile standalone designs templates mobile sites

Making the case for mobile web ﬁrst.

Discovery Discovery

“Not every mobile device will have your app on it but every mobile device will have a browser.” - Jason Grigsby, @grigs

77% of smartphone users use search. Most visited type of website. from Google’s “The Mobile Movement” report, April 2011

remember thoseUrgent Now users?

They’re looking for our already indexed content.

How would you ﬁnd movie times? 60% Use an App Use the Web 35% No Smartphone 5%

Use installed app or download one? 97% Use Installed App Download an App 3%

summing that up...The lower the afﬁnity for a topic or brand: the less likely a user will have an app &the more likely a user will use mobile web.more: Results of Survey Show Why a Mobile Strategy Includes Both Mobile Web & Apps, Aug 2011

We should be honest about how much afﬁnity users have (or don’t have) for our content...

“Links don’t open apps.” - Jason Grigsby, @grigs

55% of users with an internet-enabledphone use it to check personal email. from Merkle’s “View from the Digital Inbox” report, January 2011

Getting social?

search + links = mobile web ﬁrst

A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs

Native appsshould be transformative.

Platform Strategy ReviewStart working on your infrastructure. Now. 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.

Wrappingit all up...

#1Identify the audience.

#2Identify the content for that audience.

#3Implement platform solutions.

#4Lather, rinse, & repeat.

AudienceOn-campus AdmitsProspects Alumni

Audience ContentOn-campus Contact Info Admits MapProspects Emergency Alumni Calendar

Audience Content PlatformOn-campus Contact Info Mobile Portal Admits Map Native Apps ResponsiveProspects Emergency Design Alumni Calendar

Don’t get stuck on platform.

Focus on your targeted audiences & content.

ResourcesBlog & Higher Ed Mobile Directory dmolsen.com I’m on Twitter... @dmolsen

ResourcesHigher Ed Mobile Frameworks kurogo.org mollyproject.org mwf.ucla.edu www.jasig.org/umobile

Many thanks to Mr. Robertson for the snazzy device &progressive strategy graphics

Thanks,Priorities by redvers Road to Ribblesdale by Luc BSwiss Flag by strupler Audience by batmooLego Discovery by dunechaser Drupalcon by Mike GiffordGrasshopper by trekman Highway Lights by Spreng BenGuitarist by postlife1976 Tunnel by ÉoleBullhorn by aisipos Christmas Present by kevindooleyGirl on Stoop by ollipitkanen Clouds by Francisco MartinsStudent Recording Video by U. of Denver Calendars by Duane MendozaStudent in Classroom by Bill Erickson Bananas by sisMud by neilspicys Target by ???Flickr by dsevilla Movie Theater by ariHeadstone by nouspique

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Developing a Progressive Mobile Strategy (M3 Conf version)

by Dave Olsen

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Developing a Progressive Mobile Strategy (M3 Conf version) Presentation Transcript