Going Mobile: No App Required - 5 Ways to Go Mobile Without Building An App

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There's an app for that, but you don't have one. Does this mean that you're out of the mobile game? In this interactive session, come ready to explore alternative ways for going mobile, using one association's experience as a practical guide. Learn why having an app isn’t the only path to being relevant in the mobile space - while still supporting your organization’s vision, people, process and technology tools.

Key Takeaways:
1. Understand the options for engaging audiences through mobile devices that do not involve developing a mobile app.
2. Understand the pros and cons of each of the alternative paths to going mobile.
3. Map the alternative paths to going mobile to your organization's vision, people, process and technology tools.

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Going Mobile: No App Required - 5 Ways to Go Mobile Without Building An App

  1. 1. Going Mobile:
 No App Required
 
 De cember 5, 2013 
 1:45 P M 
 Ha shtag: #tech13 LS2 Jonathan Sullivan @techconf 2013-12-05 16:19:54 #tech13
  2. 2. There's an app for that … @techconf 12/5/2013 9:48 #tech13
  3. 3. Key Takeaways 1. Understand the options for engaging audiences through mobile devices— without building an app. @techconf 12/5/2013 9:48 #tech13
  4. 4. Key Takeaways 2. Understand the pros and cons of each of the alternative paths to going mobile. @techconf 12/5/2013 9:48 #tech13
  5. 5. Key Takeaways 3. Map alternative paths to going mobile to your organization’s vision, people, process and technology tools. @techconf 12/5/2013 9:48 #tech13
  6. 6. Ways to Go Mobile • • • • • Mobile Web E-mail Social Media Mobile Partnerships White Labeling @techconf 12/5/2013 9:48 #tech13
  7. 7. Mobile Web m. 12/5/2013 9:48 @techconf #tech13
  8. 8. Mobile Web • Pros – Easy for customers – Cross-platform compatibility – Potential to reuse existing resources – Low technical hurdle @techconf 12/5/2013 9:48 #tech13
  9. 9. Mobile Web • Cons – Requires effort to do well – Must be done well to be worth it – May require a second set of content or code to maintain* – Many 3rd party web-based apps are not mobile friendly *m. 12/5/2013 9:48 @techconf #tech13
  10. 10. Mobile Web • Best for these organizations – Reliant on existing web content or functionality – Technical staff – Non-technical or young audience – Multi-lingual or Global @techconf 12/5/2013 9:48 #tech13
  11. 11. E-mail @techconf 12/5/2013 9:48 #tech13
  12. 12. E-mail 2013 Global Business and Consumer Mobile Email Users (M) 2014 897 % Growth 2015 2016 2017 1,152 1,422 1,632 1,779 28% 23% 15% 9% Email Statistics Report, 2013-2017, Ó April 2013 The Radicati Group, Inc. 48% of email is now opened on a mobile device! – “Email Analytics,” Litmus (Nov 2013) ! 61% of consumers now read at least some of their emails on a mobile device, 30% read emails on a mobile device exclusively! – “Email Compass: The Mobile Effect,” Yesmail (2013) @techconf 12/5/2013 9:48 #tech13
  13. 13. E-mail • Pros – You are already doing it – Your audience is already doing it – Inexpensive – Low technical barrier to entry @techconf 12/5/2013 9:48 #tech13
  14. 14. E-mail • Cons – Links to mobile unfriendly content create a bad experience (but no worse) – Less real estate for content @techconf 12/5/2013 9:48 #tech13
  15. 15. E-mail • Best for these organizations – Reliant on immediacy of communications – Non-technical staff and audience – Multi-lingual or global – Those with an omnichannel strategy @techconf 12/5/2013 9:48 #tech13
  16. 16. E-mail Case Study AIA Store Marketing E-mail @techconf 12/5/2013 9:48 #tech13
  17. 17. E-mail Case Study • Business Case – Low engagement with existing e-mails – High production cost – Time to market @techconf 12/5/2013 9:48 #tech13
  18. 18. E-mail Case Study AIA Store Marketing E-mail @techconf 12/5/2013 9:48 #tech13
  19. 19. E-mail Case Study • What worked well – Substantial increase in opens, click-thrus and orders – Saved $1,500 per e-mail – Decreased time to market – 40% of website traffic from mobile devices @techconf 12/5/2013 9:48 #tech13
  20. 20. E-mail Case Study • What didn’t work well – Low initial comfort level with simplified format – Tinkering with layout for different platforms @techconf 12/5/2013 9:48 #tech13
  21. 21. E-mail Case Study • Lessons Learned – Don’t design for Outlook – Be prepared for resistance from internal stakeholders – Test and iterate @techconf 12/5/2013 9:48 #tech13
  22. 22. Social Media Social is mobile 12/5/2013 9:48 @techconf #tech13
  23. 23. Social Media • Pros – You are already doing it * – Your customers are already doing it – No development expertise needed * If not, shame on you! 12/5/2013 9:48 @techconf #tech13
  24. 24. Social Media • Cons – Social is labor intensive – You don’t control it @techconf 12/5/2013 9:48 #tech13
  25. 25. Social Media • Best for these organizations – Reliant on continuous engagement – Content is highly visual – Traditional audience is declining – Socially savvy staff – Low regulatory entanglement @techconf 12/5/2013 9:48 #tech13
  26. 26. Social Media Case Study Architecture Week 2013 12/5/2013 9:48 @techconf #tech13
  27. 27. Mobile Partnerships Your content, someone else’s experience. 12/5/2013 9:48 @techconf #tech13
  28. 28. Mobile Partnerships • Pros – Allows you to focus on your content – New market opportunities – Expand your reach @techconf 12/5/2013 9:48 #tech13
  29. 29. Mobile Partnerships • Cons – Content may need to be revised, rewritten – Editorial support – Licensing @techconf 12/5/2013 9:48 #tech13
  30. 30. Mobile Par tnerships Case Study AIA–Broadcastr Partnership 12/5/2013 9:48 @techconf #tech13
  31. 31. Mobile Par tnership Case Study • Business Drivers – Purpose of a design often goes unnoticed – Architectural contributions unknown to the public – Promotion of architects who are not “starchitects” – Engage the architectural enthusiast @techconf 12/5/2013 9:48 #tech13
  32. 32. Mobile Par tnership Case Study • Why Broadcastr? – – – – – Unique ability to deliver location based audio Promotes engagement with urban environments Short 3-minute audio keeps listeners engaged Users spend 9 minutes in the app Audience of up to 250,000 users @techconf 12/5/2013 9:48 #tech13
  33. 33. Mobile Par tnership Case Study • What worked well – Featured on Forbes.com – Featured on a Twitter roundup about cities – High interest & engagement from AIA members – Public interest in the project – Catalyst for partnerships @techconf 12/5/2013 9:48 #tech13
  34. 34. Mobile Par tnership Case Study • Challenges – Broadcastr pivoted … and became SPUN … and then went belly up … @techconf 12/5/2013 9:48 #tech13
  35. 35. Mobile Par tnership Case Study • Lessons Learned – Be prepared for change – Build in flexibility and scalability @techconf 12/5/2013 9:48 #tech13
  36. 36. White Labeling Your brand, someone else’s can. @techconf 12/5/2013 9:48 #tech13
  37. 37. White Labeling • Pros – Speed to market – Cost – Best of breed – Customers won’t know the difference – All the advantages of having an app @techconf 12/5/2013 9:48 #tech13
  38. 38. White Labeling • Cons – Cost – Dependency – Compromises @techconf 12/5/2013 9:48 #tech13
  39. 39. White Labeling • Best for these organizations – Reliant on functionality that only an app can provide – Lack the resources to produce an app – Good for short-lived apps @techconf 12/5/2013 9:48 #tech13
  40. 40. White Labeling Case Study AIA National Convention App @techconf 12/5/2013 9:48 #tech13
  41. 41. White Labeling Case Study • Business Drivers – – – – – Reduced environmental impact Content can be updated in real time Attendee can customize schedule, itinerary Greater depth of information New source of sponsorship revenue @techconf 12/5/2013 9:48 #tech13
  42. 42. White Labeling Case Study • Why White Labeling? – Lack of in-house capability – Large selection of mature solutions – Doing a mobile website was not an option @techconf 12/5/2013 9:48 #tech13
  43. 43. White Labeling Case Study • What worked well – Time to market – Low level of effort to get started – Return on investment – Lower environmental impact @techconf 12/5/2013 9:48 #tech13
  44. 44. White Labeling Case Study • What didn’t work well – Difficult to update content – User experience fell short – Not enough time for testing – Registered under developer in app store @techconf 12/5/2013 9:48 #tech13
  45. 45. White Labeling Case Study • Lessons Learned – Requirements before vendor selection – Build in more time for reviews – Register under your own name in app store @techconf 12/5/2013 9:48 #tech13
  46. 46. White Labeling Case Study AIA National Convention App @techconf 12/5/2013 9:48 #tech13
  47. 47. Contact Me Jonathan Sullivan M a n a g i n g D i r e c t o r, W e b M a n a g e m e n t & D e v e l o p m e n t The American Institute of Architects jonathansullivan@aia.org 202-626-7378 @jpsullivan @techconf 2013-12-05 16:19:54 #tech13

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