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THIS MOBILE MOMENT
                         An Introduction to Mobile Content Strategy


  TIM JONES                                                     COLLEEN JONES
  Interim CCO, NC State University                       Principal, Content Science
content science © copyright 2010. all rights reserved.
Mobile Is About the Moment




content science © copyright 2010. all rights reserved.
TIME




                                                                THO
                                                                   UGH
                                                                      TS

             TOGAS




content science © copyright 2010. all rights reserved.
CHRONOS: ORDERLY TIME




content science © copyright 2010. all rights reserved.
KAIROS: MAGICAL TIME




content science © copyright 2010. all rights reserved.
                                                         THE OPPORTUNE MOMENT
The Possibility:
                                                             RIGHT TIME
                                                           RIGHT PLACE
                                                         RIGHT CONTENT



content science © copyright 2010. all rights reserved.
At Home:
 Help Me Plan?

                            On site?


                             In store?



content science © copyright 2010. all rights reserved.
On the Go:
   Buy Now?



                                                Not linked



content science © copyright 2010. all rights reserved.
In the Store:
Show Me the Way?

                                                Hard to read




content science © copyright 2010. all rights reserved.
The Reality:
                                                             RIGHT TIME
                                                            RIGHT PLACE
                                                         WRONG CONTENT


content science © copyright 2010. all rights reserved.
Has this happened
                                                                    to you?




content science © copyright 2010. all rights reserved.
Why?
CONTENT
DUMPING



                                                         HELP!



content science © copyright 2010. all rights reserved.
FIND YOUR MOBILE MOMENT



content science © copyright 2010. all rights reserved.
When + where do customers
turn to you?




content science © copyright 2010. all rights reserved.
There might be many moments…
which one is opportune?




content science © copyright 2010. all rights reserved.
1. It’s common.




content science © copyright 2010. all rights reserved.
Saving time?
                                                         Killing time?




content science © copyright 2010. all rights reserved.
Is your mobile moment about
                saving time or killing time?

                                       (It’s not about both.)

content science © copyright 2010. all rights reserved.
2. It’s valuable.



                                                         $
content science © copyright 2010. all rights reserved.
Reach


                                                         Reputation


                                                         Funding

content science © copyright 2010. all rights reserved.
Flu Vaccine


                                                         Health Costs




content science © copyright 2010. all rights reserved.
Sales?




content science © copyright 2010. all rights reserved.
“       Mobile phone users say they would make more purchases if
         • the process were not so cumbersome,
         • products were easier to find, and
         • their devices supported secure credit card transactions.

                                                         Mobile Commerce: Ahead of Its Time




content science © copyright 2010. all rights reserved.
Does your mobile moment help
          save money or make money?
        (It’s likely not the direct sale. Yet.)


content science © copyright 2010. all rights reserved.
Name the opportune moment.


                        NAME ME OR
                         LOSE ME




content science © copyright 2010. all rights reserved.
WHAT’S
                    HAPPENING?



content science © copyright 2010. all rights reserved.   26
Content Science


content science © copyright 2010. all rights reserved.
A good mobile moment seems
magical.
But mobile content doesn’t happen
by magic.




content science © copyright 2010. all rights reserved.   28
PLAN for the MOBILE MOMENT



content science © copyright 2010. all rights reserved.
The moment is your guide.

                                                           WHAT’S
                                                         HAPPENING?




                                        Editorial                     Architecture
                                        Strategy                        Strategy

content science © copyright 2010. all rights reserved.
Editorial
                                                         Strategy
content science © copyright 2010. all rights reserved.               31
Editorial
                                                         Strategy
content science © copyright 2010. all rights reserved.               32
Editorial
                                                         Strategy
content science © copyright 2010. all rights reserved.
Editorial
                                                         Strategy

 TIP: Curating Content

   Clearly define criteria for what’s in
    + what’s out.



content science © copyright 2010. all rights reserved.
Architecture
                                                                             Strategy




                                                         Content Science


content science © copyright 2010. all rights reserved.
Architecture
                                               Strategy




                                                            Content Science


content science © copyright 2010. all rights reserved.
Architecture
  Strategy
content science © copyright 2010. all rights reserved.
Architecture
                                                           Strategy

 TIPS: Re-using Content

   Make it easy for content contributors +
    writers.
   Understand the elements of your content.


content science © copyright 2010. all rights reserved.
Plan to evaluate
results, too.




 content science © copyright 2010. all rights reserved.
TIPS: Evaluating Content

        Do more than collect + report the data.
        Evaluate the quality of interactions.



content science © copyright 2010. all rights reserved.
WRAPPING UP



content science © copyright 2010. all rights reserved.
content science © copyright 2010. all rights reserved.
Find, name + plan
   your mobile moment—
   or you’ll miss it.




content science © copyright 2010. all rights reserved.   43
Q UESTIONS ?

 TIM JONES                                                        COLLEEN JONES
 @timjonesonline                                                     @leenjones
 ncsu.edu                                                    content-science.com
content science © copyright 2010. all rights reserved.
First person to ask
   gets one of these.




content science © copyright 2010. all rights reserved.

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This Mobile Moment

  • 1. THIS MOBILE MOMENT An Introduction to Mobile Content Strategy TIM JONES COLLEEN JONES Interim CCO, NC State University Principal, Content Science content science © copyright 2010. all rights reserved.
  • 2. Mobile Is About the Moment content science © copyright 2010. all rights reserved.
  • 3. TIME THO UGH TS TOGAS content science © copyright 2010. all rights reserved.
  • 4. CHRONOS: ORDERLY TIME content science © copyright 2010. all rights reserved.
  • 5. KAIROS: MAGICAL TIME content science © copyright 2010. all rights reserved. THE OPPORTUNE MOMENT
  • 6. The Possibility: RIGHT TIME RIGHT PLACE RIGHT CONTENT content science © copyright 2010. all rights reserved.
  • 7. At Home: Help Me Plan? On site? In store? content science © copyright 2010. all rights reserved.
  • 8. On the Go: Buy Now? Not linked content science © copyright 2010. all rights reserved.
  • 9. In the Store: Show Me the Way? Hard to read content science © copyright 2010. all rights reserved.
  • 10. The Reality: RIGHT TIME RIGHT PLACE WRONG CONTENT content science © copyright 2010. all rights reserved.
  • 11. Has this happened to you? content science © copyright 2010. all rights reserved.
  • 12. Why? CONTENT DUMPING HELP! content science © copyright 2010. all rights reserved.
  • 13. FIND YOUR MOBILE MOMENT content science © copyright 2010. all rights reserved.
  • 14. When + where do customers turn to you? content science © copyright 2010. all rights reserved.
  • 15. There might be many moments… which one is opportune? content science © copyright 2010. all rights reserved.
  • 16. 1. It’s common. content science © copyright 2010. all rights reserved.
  • 17. Saving time? Killing time? content science © copyright 2010. all rights reserved.
  • 18. Is your mobile moment about saving time or killing time? (It’s not about both.) content science © copyright 2010. all rights reserved.
  • 19. 2. It’s valuable. $ content science © copyright 2010. all rights reserved.
  • 20. Reach Reputation Funding content science © copyright 2010. all rights reserved.
  • 21. Flu Vaccine Health Costs content science © copyright 2010. all rights reserved.
  • 22. Sales? content science © copyright 2010. all rights reserved.
  • 23. Mobile phone users say they would make more purchases if • the process were not so cumbersome, • products were easier to find, and • their devices supported secure credit card transactions. Mobile Commerce: Ahead of Its Time content science © copyright 2010. all rights reserved.
  • 24. Does your mobile moment help save money or make money? (It’s likely not the direct sale. Yet.) content science © copyright 2010. all rights reserved.
  • 25. Name the opportune moment. NAME ME OR LOSE ME content science © copyright 2010. all rights reserved.
  • 26. WHAT’S HAPPENING? content science © copyright 2010. all rights reserved. 26
  • 27. Content Science content science © copyright 2010. all rights reserved.
  • 28. A good mobile moment seems magical. But mobile content doesn’t happen by magic. content science © copyright 2010. all rights reserved. 28
  • 29. PLAN for the MOBILE MOMENT content science © copyright 2010. all rights reserved.
  • 30. The moment is your guide. WHAT’S HAPPENING? Editorial Architecture Strategy Strategy content science © copyright 2010. all rights reserved.
  • 31. Editorial Strategy content science © copyright 2010. all rights reserved. 31
  • 32. Editorial Strategy content science © copyright 2010. all rights reserved. 32
  • 33. Editorial Strategy content science © copyright 2010. all rights reserved.
  • 34. Editorial Strategy TIP: Curating Content   Clearly define criteria for what’s in + what’s out. content science © copyright 2010. all rights reserved.
  • 35. Architecture Strategy Content Science content science © copyright 2010. all rights reserved.
  • 36. Architecture Strategy Content Science content science © copyright 2010. all rights reserved.
  • 37. Architecture Strategy content science © copyright 2010. all rights reserved.
  • 38. Architecture Strategy TIPS: Re-using Content   Make it easy for content contributors + writers.   Understand the elements of your content. content science © copyright 2010. all rights reserved.
  • 39. Plan to evaluate results, too. content science © copyright 2010. all rights reserved.
  • 40. TIPS: Evaluating Content   Do more than collect + report the data.   Evaluate the quality of interactions. content science © copyright 2010. all rights reserved.
  • 41. WRAPPING UP content science © copyright 2010. all rights reserved.
  • 42. content science © copyright 2010. all rights reserved.
  • 43. Find, name + plan your mobile moment— or you’ll miss it. content science © copyright 2010. all rights reserved. 43
  • 44. Q UESTIONS ? TIM JONES COLLEEN JONES @timjonesonline @leenjones ncsu.edu content-science.com content science © copyright 2010. all rights reserved.
  • 45. First person to ask gets one of these. content science © copyright 2010. all rights reserved.