CONTENT MOBILITY
KRISTINE KELLEY, Head of Editorial and Content Strategy
Grant Thornton LLP
ABOUT GRANT THORNTON


$2 billion professionals services company








Tax, Advisory, Audit
Highly regulated, exce...
30 seconds about me
I am
LET'S GET ON WITH IT
Content mobility and multiscreen viewing
is so not new. Ever watch TV and read a
newspaper …

… AT THE SAME TIME?
Ever rea...
Multiscreen
consumption
isn't really
new.
BUT IT IS DIFFERENT
A QUICK LOOK BACK
Know from whence you come
A BRIEF HISTORY OF CONTENT









Dawn of time – use what you can to
communicate, keep records, share, etc.
1300is...
A BRIEF HISTORY OF CONTENT







1973 – Martin Cooper demos first cell/mobile
phone prototype. Goes on sale in 1983....
A BRIEF HISTORY OF CONTENT










1996 – Palm pilot
Late '90s – early '00s: Content is KING!
2002 – Blackberry
2...
Now it's wearable (are tattoos content?)
A BRIEF HISTORY OF CONTENT


Last month: Google releases Hummingbird




Semantics-based search. More natural,
conversa...
MULTISCREEN BEHAVIOR
Google’s ‘The New Multi-screen World:
Understanding Cross-platform Consumer Behavior’
August 2012
The New Multi-Screen World Study, Google, Inc., August 2012
The New Multi-Screen World Study, Google, Inc., August 2012
WE GET THIS
and we need to pay attention
LEISURE TIME INFLUENCES ALL TIME


The more we can do during leisure time, the
more we expect to be able to all the time....
LEISURE TIME MATTERS


We want - and expect - our experiences and
our content to be consistent across devices.




And ...
WE ALREADY KNOW THIS TOO
so we need to wrap our heads around it
4 TYPES OF CONTENT CONSUMPTERS








1. Grazers: separate multi-tasking aka
"distraction behavior"
2. Investigative ...
6 DEVICE ARCHETYPES
1.
2.

3.
4.
5.
6.

TV is "The Everyman"
Computer is "The Sage"
Mobile is "The Lover"
Gaming console i...
4 TYPES OF CONTENT
CONSUMPTION

Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
1. Content grazing


Use two or more screens to access unrelated
content.

"When the ad breaks come on,
I'll check Facebo...
2. Investigative spider-webbing


Use two or more devices at the same time to
view related content. Curiosity-led deep
en...
3. Social spider-webbing


Extroverted, focused on sharing and
connecting. One in five consumers engage while
watching li...
4. Quantum


Use multiple screens over time, focused on a
single goal. Pathway is sequential and intentbased.

"With more...
6 SCREEN ARCHETYPES
(thanks mr. jung)
1. Television: The Everyman


Most established screen, most popular for
multi-screening. 70% of consumers use a
second sc...
2.Gaming console: The Jester


Immersion in another world with beautiful
images, compelling stories plus social
interacti...
3. Laptop: The Sage


Informs, empowers, teaches. Productivity is key
and usually seamless.

"The PC is more about work,
...
4. Tablet: The Explorer


Evolving. Travels light. Users download fewer
apps, likely to keep their experience clean.
Invi...
5. E-reader: The Dreamer


Despite multi-functions, a single-use, quietplace device. Content must be thoughtful and
non-i...
6. Mobile phone: The Lover


Most personal device, but relationship is
beginning to strain with "the lover's shadow."
The...
MAKING YOUR CONTENT
ACCESSIBLE
Across a million screens and a bazillion people
MOBILE CONTENT AND UX
Multiscreen user experiences vary. Your phone
experience is *ideally* a different design than
deskto...
DESKTOP
TABLET
Mobile-ish
CAN'T DO RESPONSIVE?
Try this:





Cut features. Eliminate things that are not core
to the mobile use case.
Cut conten...
HELP ME KNOW WHAT TO DO
8 THINGS TO DO RIGHT NOW
1.

Take a good hard look at your business
strategy. What is your company trying to share
with wh...
8 THINGS TO DO RIGHT NOW
6.

Create an editorial calendar. If you already have
one, give it another look. Know what's comi...
8 THINGS TO DO RIGHT NOW


8. Understand that the more things change, the
more they stay the same.
 From a rock – words ...
BEFORE WE GO
Let's look at this applied
Thank you!
Questions and answers
Understanding mobile - CSAUSA 2013
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Understanding mobile - CSAUSA 2013

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Mobile content and multiscreen viewing behavior isn't really new -- but it is different. Following basic editorial, writing and overall content strategy best practices will put you in the right direction.

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  • Remember that it's content plus the distribution tactic we're talking about.
  • much of this applies to fun time.
  • Here's the opportunity to partner with other providers to seed ideas that will encourage exploration.
  • Opportunity to tap into competition, achievement and escape.
  • opportunity for multi-dimensional experiences …
  • Content must deliver relevance and value
  • How important is data security?
  • Understanding mobile - CSAUSA 2013

    1. 1. CONTENT MOBILITY KRISTINE KELLEY, Head of Editorial and Content Strategy Grant Thornton LLP
    2. 2. ABOUT GRANT THORNTON  $2 billion professionals services company      Tax, Advisory, Audit Highly regulated, except Advisory Global, headquartered in Chicago Content can be highly technical, very local, very client-specific. CFOs, controllers are target. Content team is theDESC (deliverables, editorial and strategic content … or delivering excellent strategic content). Editorial, copy desk, proposals, sales collateral.
    3. 3. 30 seconds about me I am
    4. 4. LET'S GET ON WITH IT
    5. 5. Content mobility and multiscreen viewing is so not new. Ever watch TV and read a newspaper … … AT THE SAME TIME? Ever read a book or a magazine … … ON THE SUBWAY? 5
    6. 6. Multiscreen consumption isn't really new.
    7. 7. BUT IT IS DIFFERENT
    8. 8. A QUICK LOOK BACK Know from whence you come
    9. 9. A BRIEF HISTORY OF CONTENT       Dawn of time – use what you can to communicate, keep records, share, etc. 1300ish – Chinese invent moveable type. 20,000 characters overwhelms system. 1650 – Guttenberg figures out how to massproduce printing machines. 1843 – Patent issued for fax machine. 1895 – Wireless technology proves feasible when Marconi sends radio signal across English channel. 1927 – Philo Pharnsworth invents TV. Mass marketed in 1940s.
    10. 10. A BRIEF HISTORY OF CONTENT      1973 – Martin Cooper demos first cell/mobile phone prototype. Goes on sale in 1983. 1981 – IBM creates first home PC 1990 – URLs, HTTP, HTML released. Content – mostly email and adult entertainment becomes widely accessible online with the help of AOL. 1993 – First smart phone - IBM Simon Mid-'90s: Web becomes "legitimate." Journalists representing online units of established organizations are credentialized to report alongside their print brethren. MILESTONE
    11. 11. A BRIEF HISTORY OF CONTENT        1996 – Palm pilot Late '90s – early '00s: Content is KING! 2002 – Blackberry 2007 – iOS and Android Mid-'00s: Web 2.0 and consumer-generated content. End of '00s-early 2010: SEO (content optimization -- back to the words) 2010-now: Mobile (multi-screen) content
    12. 12. Now it's wearable (are tattoos content?)
    13. 13. A BRIEF HISTORY OF CONTENT  Last month: Google releases Hummingbird   Semantics-based search. More natural, conversational writing v. keywords/phrases. Back to journalism 101 and the inverted pyramid.  who/what/when/where/why/how
    14. 14. MULTISCREEN BEHAVIOR Google’s ‘The New Multi-screen World: Understanding Cross-platform Consumer Behavior’ August 2012
    15. 15. The New Multi-Screen World Study, Google, Inc., August 2012
    16. 16. The New Multi-Screen World Study, Google, Inc., August 2012
    17. 17. WE GET THIS and we need to pay attention
    18. 18. LEISURE TIME INFLUENCES ALL TIME  The more we can do during leisure time, the more we expect to be able to all the time.    Log into my HR information from my phone. Log into my client’s account information from a tablet. Log into a resource library or knowledge base on my laptop while watching a how-to video, placing an order, contacting a rep.
    19. 19. LEISURE TIME MATTERS  We want - and expect - our experiences and our content to be consistent across devices.   And we get annoyed when they're not. Engaging content that drives business – phone numbers, maps, menus – should be front and center on any screen. Sometimes.
    20. 20. WE ALREADY KNOW THIS TOO so we need to wrap our heads around it
    21. 21. 4 TYPES OF CONTENT CONSUMPTERS     1. Grazers: separate multi-tasking aka "distraction behavior" 2. Investigative spider-webbers: simultaneous, information and discovery driven 3. Social spider-webbers: simultaneous, connection and sharing 4. Quantum: sequential, intent-based Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    22. 22. 6 DEVICE ARCHETYPES 1. 2. 3. 4. 5. 6. TV is "The Everyman" Computer is "The Sage" Mobile is "The Lover" Gaming console is "The Jester" E-reader is "The Dreamer" Tablet is "The Explorer Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    23. 23. 4 TYPES OF CONTENT CONSUMPTION Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    24. 24. 1. Content grazing  Use two or more screens to access unrelated content. "When the ad breaks come on, I'll check Facebook and my email, just to see what's gong on and catch up on any news." Or, you're at work and decide to shop. Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    25. 25. 2. Investigative spider-webbing  Use two or more devices at the same time to view related content. Curiosity-led deep engagement. "I'll be watching a film and IMDBing, check stuff about the film, I'll think, where have I seen this guy before then go on an epic journey to find him!" Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    26. 26. 3. Social spider-webbing  Extroverted, focused on sharing and connecting. One in five consumers engage while watching live events on TV. "You're in touch with a lot more stuff – like if I'm watching TV and I want to tell someone about it: I can contact anyone around the world at any time." Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    27. 27. 4. Quantum  Use multiple screens over time, focused on a single goal. Pathway is sequential and intentbased. "With more than one screen, I can get information much faster – it's faster to look it up on another screen than to open and change tabs." Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    28. 28. 6 SCREEN ARCHETYPES (thanks mr. jung)
    29. 29. 1. Television: The Everyman  Most established screen, most popular for multi-screening. 70% of consumers use a second screen while watching TV. "Something about a giant TV makes you feel less lonely. I'm a student living alone, and having the TV on … makes me feel less like a crazy cat lady." Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    30. 30. 2.Gaming console: The Jester  Immersion in another world with beautiful images, compelling stories plus social interaction and streaming video. 60% associate with sense of conviviality. "I'm usually in a good mood and find myself quite immersed. It's the best for relaxing my mind from other frustrations even if it might only be for a temporary moment." Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    31. 31. 3. Laptop: The Sage  Informs, empowers, teaches. Productivity is key and usually seamless. "The PC is more about work, information and education. It's the best for detailed information, research and large content." Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    32. 32. 4. Tablet: The Explorer  Evolving. Travels light. Users download fewer apps, likely to keep their experience clean. Invite both discovery and routine use. "There's a reason it's called a tablet. It's a blank slate. There is an ocean of things you want to learn about." Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    33. 33. 5. E-reader: The Dreamer  Despite multi-functions, a single-use, quietplace device. Content must be thoughtful and non-intrusive. "It just does one basic function, but it does it extremely well." Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    34. 34. 6. Mobile phone: The Lover  Most personal device, but relationship is beginning to strain with "the lover's shadow." The "Ruler" archetype emerging, demands unwanted attention. "My phone is part of me. It has everything on it and is always by my side. I'm happy, safe, complete when I have my phone … apart from when it runs out of battery." Microsoft Advertising, Flamingo & Ipsos OTX, March 2013
    35. 35. MAKING YOUR CONTENT ACCESSIBLE Across a million screens and a bazillion people
    36. 36. MOBILE CONTENT AND UX Multiscreen user experiences vary. Your phone experience is *ideally* a different design than desktop. Responsive design features "break points" that scale and adjust the presentation. Problem: You end up catering to The Lover
    37. 37. DESKTOP
    38. 38. TABLET
    39. 39. Mobile-ish
    40. 40. CAN'T DO RESPONSIVE? Try this:    Cut features. Eliminate things that are not core to the mobile use case. Cut content. Reduce word counts and defer secondary information to secondary pages. Optimize ALL content. Short copy with keywords, clean images with relevance. Enlarge interface elements. Be sensitive to the "fat finger" problem. Remember, behavior and flexibility vary per device. Jakob Nielsen's Alertbox, April 10, 2012
    41. 41. HELP ME KNOW WHAT TO DO
    42. 42. 8 THINGS TO DO RIGHT NOW 1. Take a good hard look at your business strategy. What is your company trying to share with whom? 2. Look at your org. Is your team optimized? 3. Look at your analytics. 4. Get your priorities straight. Just cuz you can, doesn’t mean you should. 5. Review your UX and IA, including content. If you can, do focus groups. If you can't, read. Stuff is changing fast.
    43. 43. 8 THINGS TO DO RIGHT NOW 6. Create an editorial calendar. If you already have one, give it another look. Know what's coming next and make people plan. Force them through the process (when you can). 7. Break down the silos. You cannot do this in a vacuum. IT, marketing, communications, creative, editorial, operations are friends.
    44. 44. 8 THINGS TO DO RIGHT NOW  8. Understand that the more things change, the more they stay the same.  From a rock – words and pictures  To paper – words and pictures  To a TV – words and pictures  To a computer, to a phone, to a tablet, to a pair of glasses The foundation of your work is great, accessible, relevant writing for your audience/consumer/guest.
    45. 45. BEFORE WE GO Let's look at this applied
    46. 46. Thank you! Questions and answers

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