Preview of presentation for Baltimore Parlay, Sept 20, 2011

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One App per Older American: Building AARP's Distributed Digital Presence …

One App per Older American: Building AARP's Distributed Digital Presence

Like many traditional organizations, AARP is beginning to shift its communications and member engagement to a "mobile first" world where content and tools must be designed first for use on-the-go. Though the 50+ population lags behind the general market in adoption of mobile devices and services, use is increasing dramatically. The pace of innovation in mobile and social provides compelling business opportunities that must be prioritized against AARP's established outreach channels. In less than a year, the AARP Digital Strategy & Operations team has launches its apps on iOS, Android and HTML5. Mike will take Baltimore Parlay through the strategy and implementation of AARP mobile initiatives, sharing unexpected lessons learned along the way.

http://baltimoreparlay.ning.com/

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  • 1. TITLE SLATE One Mobile App per Older American Building AARP’s Distributed Digital Presence By Mike Lee Baltimore Parlay, September 20, 2011 v.1p Presentation Preview
  • 2. AARP Building The Ship To Steer…
  • 3. AARP.org Distributed Presence Push Content Out Influential Blogs Central source of AARP content, tools and services AARP.org Facebook, Twitter and on other social networks Collaborator / Partner Web Sites Mobile Devices and Platforms AARP.org Distributed Presence
  • 4. Content shouldn ’t cascade Print TV+Radio Web Mobile API XML Duct tape & spit Channel Integration Is Messy Source Source Source
  • 5. AARP Building Parts Of A iOS Flagship App
    • APIs:
    • Latest videos from Brightcove CMS
    • Twitter
    • Facebook
    • Bit.ly
    • Onboard the app:
    • Site channels in topic button
    • Save clippings
    • Dial call center
    • Flurry tracking code
    • Web site components:
    • Feed of latest WCMS articles (JSON)
    • Popular articles
    • Member login and card
  • 6. Text Arriving At A Content Strategy
  • 7. m.AARP.org Wireframes AARP Mobile Site On Feature Phones
  • 8. Catching Up On Documentation
  • 9. mHealth Gap Age High Why Mobile At AARP? The mHealth Gap for Older Americans Low
    • Those who need mobile technology the most use it the least.
    • 4/5 of 50+ suffer at least one chronic illness
    • Half of 65-74 have 2-4 chronic conditions
    mHealth Gap Incidence of Chronic Illness Use of Mobile Devices Engagement Isolation
  • 10. Vision Twitter: @curiouslee