The Multi-Screen World with Monique Sherrett


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With Monique Sherrett.

More than 60 per cent of North Americans own smartphones. Add desktop computers, tablets and laptops to the mix and there are more Internet-connected devices on the continent than there are people.

Get a tour of future-friendly best practices, tips and tricks for successfully running communications and social media channels in a multi-screen world.

From mobile web design trends to key lessons for writing for a small screen, you’ll come away with communication strategies that work in the age of mobile.f

Speaker Bio

Monique Sherrett (@somisguided) has a passion for all things digital, in particular how mobile is affecting marketing communications. She began her career as the web marketing manager at Raincoast Books, where she spearheaded the online marketing strategies for various Harry Potter campaigns, as well as launched Raincoast’s podcast series and blog in 2005. She founded Boxcar Marketing (@boxcarmarketing) in 2007 and has continued to help organizations drive traffic to their sites, analyze the impact that traffic has on the bottom line, and craft actionable meaning from reams of data. Her 1-minute marketing tips can be found at and her online marketing advice is available at

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  • Good morning everyone. Today I’m going to talk about some strategies for working in a multi-screen world;
    why it matters,
    why you should care
    and some approaches to email, social media and web design.
  • As you all know, computer technology changes (and it changes quickly). You likely checked your email on your phone this morning. Maybe looked at photos on Instagram, posted a new status on Facebook or Twitter on your commute. Pulled up a Google Map to find the conference location. Booked your travel or registered for the event from a phone, tablet or desktop. Or txt that you were going to be late this morning.
    When it comes to the possible tools that we need and want to access, even just this morning, it’s shocking to think that we really haven’t had these tools for very long ... The WWW just celebrated its 25th birthday.
  • If we go back in time, in 2007 we had a handful of social media tools, accessed mostly from a desktop or laptop. We didn’t have the iPhone in Canada until July 2008. 1 year later.
    This BTW, is the Social Media Starfish developed by Darren Barefoot and Robert Scoble in 2007.
  • Jump forward 7 years and we have the overwhelming Conversation Prism. This is crazy.
    In 7 years we’ve seen an explosion of tools and apps that are accessible on laptops, tablets and mobile devices.
    We have Facebook with its 400 million+users; 48% of them access the site via mobile
    YouTube is the 2nd largest search engine w/ 2 billion views per day; 24 hours of video is uploaded every minute (stat: May 2010).
    3 years ago (2011): Instagram launch, it now has 100 million active users (Feb 27, 2013); and Google+ Pages
    3 weeks ago Google got a patent for a computer that fits inside a contact lens
    1 week ago Amazon launched a separate section on its website just for wearable technology (Apr 29, 2014)
    * don’t underestimate the revenue oppty seen by these giants
  • Google glasses, connected wrist bands and watches, connected cars, drones and whatever else you can think of.
    Rover App-Controlled Spy Tank with Night Vision
    All of this contributes to robust online growth.
  • There are now 2.4 billion internet users around the world, and the total continues to grow apace.
    You can see in this graph the emergence and rapid adoption of tables and smartphones.
    • There are 5 times as many smartphones sold per day (1.8 million) as children born per day.
    Mobile usage is expanding rapidly.
    • There are more mobile devices in use (7.7 billion) than people living on earth (7.1 billion).
    • Time spent with mobile apps per day is starting to challenge television, 127 minutes (apps) vs. 168 mins (TV).
  • Those are big numbers. How do you know what it means for your organization?
    For that we can turn to Google Analytics.
    Under Audience > Mobile > Overview > we can see the % of our existing audience who accesses the site via mobile or tablet.
    This is an a arts organization. 1/3 of their traffic is from mobile and tablet. 14% of their revenues are from mobile and tablet.
    According to Mary Meeker’s Internet Trends 2013, 15% of internet traffic comes from mobile devices and this number continues to grow.
    Depending on the size of the organization, I’m seeing anywhere from 10-50% of traffic from non-desktop computers.
  • Same report but under the Devices view -- here’s a modest sized, environmental nonprofit
    We are looking at a small sample size: less than 500 visits
    Yet that accounts for 17% of the traffic from 48 different devices.
  • Those 48 different devices also have 37 different screen resolutions
    Needless to say, multiple devices create complexities.
    But it’s not unsurmountable.
  • When it comes to our multiscreen world, you need to design for the experience, not the device.
    What does this mean? Think about what people need to do, not what the technology can do. (tweet)
    Your followers could start reading your email message on an Android phone, continue on an iPad and finish on a laptop.
    Think about your website, email, social media and think through the top tasks people want to accomplish:
    I want to read this article
    I want to share this link
    I want to donate
    I want to sign up to this newsletter or alert system
    According to Google’s Multi-Screen World report (2012), 90% of online users use multiple screens to accomplish a task over time.
    A communications strategy for a multi-screen world is not about the device. Doesn’t matter if it’s desktop, laptop, mobile, wearable...
    What matters is
    can I read this article
    can I share this link
    can I donate
    can I sign up to this newsletter
    A multi-screen communication strategy means a seamless experience regardless of device.
    Where do you start?
  • Start with your website.
    When you have a responsive design, your website appears properly formatted for any device.
    Responsive design automatically repackages content to fit the device viewing that content.
    Same information no matter what device is used.
    What do I like at the World Wildlife Fund
    Large buttons: Simple Calls to Action: Donate. Adopt.
    big bold text, easy to read
    Know exactly what this is: WWF
    Useful images (tell a story, don’t feel like stock images)
  • 1st Benefit of a responsive website is higher conversions
    Google Multiscreen report, 67% of users are more likely to do ecommerce on a mobile-friendly site.
    Design for the Experience: thumbs easily scroll up/down; it’s not that you can’t have sliders, it’s more than to see the full design, the user shouldn’t have to push the site to the L/R to see content that’s cut off
    Clear Calls to Action so Large buttons, easy to click w/a thumb, big target; lots of space b/w text links so don’t accidentally click the wrong link.
    Want to simplify: Google 78% of users want to find what seeking on mobile site in 1-2 clicks
    Forms on small screens can be frustrating: too long, fields are small, click the wrong thing
    format phone number so click to call
    The very practical benefits of a responsive site is that you have 1 website with multiple display options
    Instead of an app or a separate mdot site, you only have to maintain 1 website
    1 set of content—displayed according the device—also means that when people share a link to a page or blog post, they are sharing the same URL. Not unintentionally directing desktop user to a mobile site.
    It’s a terrible experience to be on your laptop, see an interesting link on Twitter and click through to a mobile website, clicking “See Full Website” often just brings you to the homepage, which isn’t useful if you’re looking for a campaign landing page that isn’t otherwise linked to. Likewise it’s a bummer to be on your phone and click through to a site where you’re presented with a pop-up but there’s no way on your phone to close that pop-up window to access the webpage.
    From an SEO standpoint, 1 url means that there’s only 1 website to index, you don’t have any duplicate content issues
  • Email is the next thing to consider.
    Not only do you want a functional website that generates revenue, you want the next best thing -- LEADs.
    You want people who like your stuff so much that they are willing to give you their email address so you can continue to market to them in the future.
    Part of any solid marketing campaign is building your email list w/social media, email signature, contests. National has an incentive for email subscribers: Sign up and get a free download.
    I recommend you re-examine the subscriber experience from the mobile user’s perspective.
    Is it clear you have an email newsletter?
    Is the form simple or too complex to complete on mobile?
    And think it all the way through.
    The user gets to the Thank You for Subscribing page, is there a secondary call to action? Like downloading something? Following you on social media? Looking at Instagram photos of a recent event?
    You want to create some type of reward for signing up.
    if it’s the thank you for donating page: maybe slideshow of donations in action, link to More Ways to Give, annual thank-you infographic.
    Help answer the question: What can I do now?
  • Once you get those email subscribers, you want to think about mobile email templates.
    You can create responsive emails using the same principles we just talked about for responsive websites.
    And you should be creating mobile email templates b/c 50% of all emails are opened on mobile devices according to Litmus research (this is big, 3 years ago Litmus found only 10% opened on mobile.)
    Looking at some recent examples in my own inbox, here’s what stands out:
    * on occasion try a special characters, the little <3 catches the eye; use it for a Thanks for Donating email or member appreciation
    * More important, and I’ll repeat it, Design for the Experience.
    * Most orgs are not taking advantage of the pre-header text area, this is the little summary view that appears to give you an idea of what’s in the email.
    * This is valuable real estate you can see Fluevog Copyright, or Sierra Club (“email not displaying). Have no idea this email is a call to participate in a day of climate action on May 10.
    * W/email relevant and urgent. Want your message opened vs. flag as a “read later”
  • Same as the website. For both, the mantra is 1 eye, 1 thumb, 1 arm’s length
    * if 1 eye is on traffic, the other eye needs to be able to easily read or scan the content
    * 1 thumb: no pinch/zoom, big targets
    * guideline for that is 1 arm
    * Text and visual cues are large enough to see at arm’s length
    ** Font size 17-22 px
    ** CTA (buttons) target area is 46px squared
    We talked about the pre-header text and making sure there’s a way for mobile users to subscribe to your newsletter, you want them too!
    * Use the Thx page to motivate & inspire your new audience members: campaigns to watch, tip of the week, fundraiser toolkit, progress report, results.
  • Once you’ve optimized your website and email, then I’d turn to Social Media.
    Nice thing about smm is that already optimized for a multiscreen world.
    Your job is to focus on content creation.
    * keep your posts short and image focused
    Surfrider Foundation are experts at social media, and you’ll note how succinct they keep their text.
    Imgs are important across the board, even on Twitter. Not only can you attach an image, you can use it for lead generation (get people to sign up to your newsletter right from twitter, or donate to a campaign). Search Twitter Lead Generation Card for more info on that.
  • 1 & 2. Good photos, assume they’ll be shared, caption/quote/stat w/source on the img, if it’s FB or Pinterest include related campaign URL in the caption
    3. Twitter make it easy to share. RT.
    4. Twitter & Instagram, consistent use of hashtags can help you gain followers and exposure; use them to pull quotes into a webpage; take adv of popular tags like #fundraisingfriday or #tbt
    5. Cheese & broccoli. Don’t just soap box.
    6. Change up your cover image & URL in your profile
    7. Third party
    (statigram for tracking instagram analytics, copygram or flickr.
    Simply Measured has a ton of free and paid reports
    For promoting an event once it is over, convert the images into a web-based slideshow (slidagram, slideshare, flipagram)
    moo cards for volunteer appreciation gifts or handouts (I have some here from Fireworks FActory)
  • Fireworks Factory is a digital marketing conference organized by Darren Barefoot and Julie Szabo of Capulet Communications. They do excellent work for a number of nonprofits and there are 2 speakers in particular that you’ll be interested in: Charity Water’s Paull Young and neuromarketing expert Diana Lucaci are speakers on the list this year.
  • 1. Use your site on mobile/tablet. How does it look AND how does it function?
    2) actually try to accomplish a task (CTA=call to action): sign up newsletter, donate, read & share an article
    3. Determine what needs to be streamlined, remember 1-2 clicks
    4. GA Here are four questions to get you started in uncovering the breakdown of your audience:
    What percentage of our traffic comes from mobile or tablet access?
    What percentage of our email subscribers come via mobile or tablet?
    What mobile platforms does our audience primarily use?
    At what percentage do mobile & tablet users convert, as compared with computer users?
    5. If location is important to you, not a national org, community centre, theatre, any org that has location and hrs of ops for the public: make sure on the map
    6. Phone
  • The Multi-Screen World with Monique Sherrett

    1. 1. Communication Strategies for the Multi-Screen World Presented May 9, 2014 for The Digital Nonprofit Monique Sherrett 604-732-6467
    2. 2. Technology Changes (and Quickly)
    3. 3. 2007 Social Media Starfish
    4. 4. Today
    5. 5. Wearables? Source: Lee Lefever
    6. 6. Holy Understatements, Batman!
    7. 7. Determine the “So What” for Your Organization
    8. 8. Audience > Mobile > Devices
    9. 9. 37 Different Screen Resolutions
    10. 10. Design for the Experience (not the Device) @BoxcarMarketing
    11. 11. #1 Responsive Website Design
    12. 12. Responsive Website Checklist If you want ... Higher Conversions •Avoid pinch-zoom •Design for up-down scrolling •Large buttons; Avoid clustering links •1-2 clicks to complete a task (i.e., complete a forms, click to dial) If you want ... Easy to Maintain and Easy to Share Content •1 website vs. a full-site and an m-dot site •1 URL •No duplicate content
    13. 13. # 2 Email Campaigns
    14. 14. 50% of all emails are opened on mobile devices
    15. 15. Email Checklist (1 eye, 1 thumb, 1 arm) If you want ... Higher Conversions •Avoid pinch/zoom •Large buttons •Clear, primary CTA •1-2 clicks to complete a task •Pre-header text If you want ... More Subscribers •Clear subscribe options on site (optimize for the entire path) •Build the list w/social media, email signatures, contests, offer incentives
    16. 16. # 3 Social Media
    17. 17. Social Media Checklist If you want ... More Awareness, Interest, Desire, Intent, Action • Invest in good photos • Always include a short caption w/photos • Leave room for RT • Use hashtags • Inspirational quotes and powerful stats (cheese + broccoli) • Change up the cover images & URL to match campaigns • Take advantage of 3rd-party apps from tracking, promoting or fundraising
    18. 18. Fireworks Factory Pender Island — June 3-5 $1133, includes conference, accommodation, meals & ferry
    19. 19. Make a Plan Do Next Week Do by Next Month Do by December Use your site on mobile & tablet CSS: font size & buttons Responsive site Review CTA (tracking, testing) Simplify forms Responsive email template Make a list; simplify, optimize Thx Page CTAs Conversion Optimization (tracking, testing) Use your analytics reports Change cover image & urls Wearables (content snippets) Confirm Location listing Big images, content snippets Confirm Phone format
    20. 20. You Can Do IT How can I help? Monique Sherrett 604-732-6467