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Mobile Content:


The Return of
Shovelware?
Erin Scime | April 16, 2010

@erinscime
www.dopeData.com



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   1
Click to edit Master title style

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A bit– about HUGE
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How we’re structured title style
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Structure
• 140 Employees
• Headquartered in New York
• Founded in 1999; owned by operating partners
 and Interpublic Group
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   4
Recent mobile launches




                             Newsweek                                                                       Reuters iPad
                             Flashback




                    It’s Always Sunny in                                                                    Readers Digest
                         Philadelphia                                                                          Life IQ



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                    5
Why focus on
 mobile content strategy?



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   6
We’re not thinking strategically.



      “We have $50k to burn.
      This iPhone thing seems cool -
      Let’s try something with that!”

                                                              “…and we’ll launch it in 3 weeks!”

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   7
We spent so much time optimizing
         content for this….




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   8
….but what about this?


                                                     • Searches here take 3x longer than desktop

                                                     • Much lower usage than online

                                                     • Users are more focused on an immediate
                                                      answer rather than on the breadth of
                                                      information.




  *The Online Reporter, 2008 Rider Research

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   9
Digestion of content is different for
each screen




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   10
Shovelware doesn’t work.




            print                                                              web                                   mobile


                                                                                                     Different user context
                                                                                                     Strong hardware constraints




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                          11
Click to edit Master title style

• Click to edit Master text styles
  – Second level
How –dolevel   we
     • Third level
      Fourth

optimize» Fifth level


for this thing?
Better define mobile
 content strategy



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   13
Same principles as web CS:


1. Make content meaningful

2. Increase findability

3. Optimize the way content is delivered




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   14
Same essential questions

• Identify target

• Differentiate from competition

• Resources to create and manage it

• Long-term plan

• Return on investment




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   15
More than just a hunch



             User                                                          Analytics                        Case Studies
           Research


   • Qualitative                                                   • Quantitative                           • Live mobile projects
   • Discover what users                                             understanding of how                   • Industry best practices
     love about content in the                                       people digest mobile
     moment                                                          content
   • Read public reviews                                           • Visibility of pathways
     (often usability hints                                          through content
     here)



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                               16
But a slight shift in approach
            Web Content Strategy                                                                            Mobile Content Strategy




      •Major clean up of entire holdings                                                                    •Subset of holdings
      •Long-term analysis & planning                                                                        •Freedom in creativity with subset
      •Content is managed                                                                                   •Content is pushed
      •Tell multiple stories with content                                                                   •Tell a single, focused story
      •Significant editorial restructuring                                                                  •Minor editorial restructuring

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                                        17
More often with mobile, the content
defines the final product

                                                                  Reader’s Digest

                                                                  • Archive of facts

                                                                  • Target audience = young to refresh brand

                                                                  • End product = game




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010      18
Sometimes the app better serves
the content than the site

                                                                                                            take the digital
                                                                                                            shopping list to
                                                                                                            the store




                                                                                     use it in the
                                                                                     kitchen while
                                                                                     cooking

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                      19
Click to edit Master title style

• Click to edit Master text styles
  – Second level
     • Third level
        – Fourth level
            » Fifth level     “You are a
                              publisher.”
                               - Kristina Halvorson
Click to edit Master title style

• Click to edit Master text styles
  – Second level
You are level  also a
     • Third level
    – Fourth

[content] designer.
        » Fifth level
1. How will you architect
  your content?

  2. How will you position the
  publisher?


HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   22
Click to edit Master title style

• Click to edit Master text styles
   – Second level
Especially for mobile
     • Third level
Content Strategists
        – Fourth level
            » Fifth level

must think like
Designers.
Layering

                                                               Mashing

                                                                     Mixing

                                        Contextualizing

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   24
5 ways developing
 content for mobile is
 different


HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   25
1
                      The regain of editorial
                             control

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   26
2 entry points




                                                                                       vs.

      Content makers at the                                                                                 Publisher in control of
     mercy of search engines                                                                                     experience



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                             27
Users actively choose you from a
            giant list of options




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   28
When they are ready, they choose
to look inside




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   29
Return of the tastemaker
                                                                                   Hey reader!
                                                                                   These are the select stories I want
                                                                                   you to see




                                                                        • Momentary undivided attention
                                                                        • Control over what readers see first
                                                                        • Position of authority (tastemaker)
                                                                        • Prioritization and communicating a
                                                                          clear POV via a curated set of
                                                                          headlines


HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                30
Traffic reveals opposing trends


                                                 Website                                                      Mobile


Homepage

 Category

  Content




                                                                                                               Less time spent
                                                                                                               Higher bounce rate
                                                                                                               More time spent
  Source: *HUGE study of news content sites                                                                    Lower bounce rate

  HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                         31
2
                      Mobile is always “on”


HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   32
Mobile users live in a 360°
environment




•   Short attention span                                                                  • Need to Tweet or send directly to
•   Multi-tasking / “wasting time”                                                          Facebook, Digg etc.
•   Sudden interruptions
•   Momentary social context
•   Connection speed
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                       33
Mobile users move around a lot



                                                                                                            May not be the
   The best content                                                                                         same all around
   for here



  WAP site                                                                    •   time of delivery
  may be                                                                      •   context
  better for                                                                  •   subject matter interest level
  globalization                                                               •   languages
                                                                              •   local device trends
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                     34
Context dependent on geography



                                                                                                            May not be the
    The best content                                                                                        same all around
    for here


•   time of delivery
•   subject matter interest level
•   languages
•   local device trends
•   local news needs
•   billing/transactions
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                     35
Use is 24 hours a day…..




Source: *HUGE study of news content sites

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   36
…7 days a week




Source: *HUGE study of news content sites

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   37
360° explains why the top apps
are:

• Communications (social networking sites)

• Weather

• Utility

• Games




Source: *Nielsen Group iPhone Diary Study, 2009

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   38
3
               The target may be extra
                        niche

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   39
A niche
audience may
be totally
different than
web




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   40
Moms use mobile as family device
[especially working moms]


              Entertain                                                           Plan                      Share




Source: HUGE user research, Nielsen Wire, Sept 2009 report, Razorfish Digital Mom report

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010           41
The niche audience may not match
device trends

                                                                                                            A similar market share
                                                                                                            exists for N. America.

                                                                                                            But this doesn’t mean
                                                                                                            every product should be
                                                                                                            an iPhone app




*source: Quantcast 2009 reporting of mobile platforms

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                            42
Business folk use BlackBerries




Harvard Business Review                                                 Financial Times                     Wall Street Journal
        ($2.99)                                                             (free)                                 (free)



             Are Apple apps the biggest return on investment?



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                         43
Tourists = extreme device diversity




                                                     One good case for WAP
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   44
4
          You have to make money
                 differently

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   45
Is it premium?
(hint: premium does not always mean current content)


                                                                                                            • App cost: $2.99
                                                                                                              – previously 99¢/episode

                                                                                                            • Unlimited streaming to past
                                                                                                              shows (all evergreen) –
                                                                                                              previously unavailable on
                                                                                                              site.

                                                                                                            • Link to radio station in
                                                                                                              Chicago

                                                                                                            • Helping to pay for the popular
                                                                                                              podcast ($100k to run)


HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                                46
Diversified apps = 3 ways to
monetize




              NY Times news                                               NYTimes property                  NYTimes crossword
                                                                               search                            puzzle


HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                       47
Increase in-store sales with
contextual online content

                                                                                                            Sephora utilized
                                                                                                            mobile voice to allow
                                                                                                            shoppers to access
                                                                                                            reviews of products
                                                                                                            they had in their
                                                                                                            hands.

                                                                                                            -UPC or product name



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                           48
5
           The viewing platform
       triggers a conceptual shift

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   49
Mobile content must match
intimacy of the device

• Proximity and tactility

• Interaction = immediate response

• Hyper-personalization (dashboard of hand-picked apps)

• Situational context

• Navigation mechanism (touch, ball, stylus)



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   50
Give content the right home for
the right user case…..
       E-trade for iPad                                                                                     E-trade for iPhone




                                                                       Dedicated                                                 On the fly
                                                                       time to                                                   market
                                                                       research                                                  decisions




        Juxtaposed, multiple                                                                            Deep dive plunge
       layers simultaneously
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                                 51
…assuming that “home” will be
around for a while!

                                                           Platform arms race

 Taptu projects by 2011:                                        Gartner Inc. projects                       Forrester predicts
                                                                by 2012:
                                                                                                            HTML5 will reduce
 1. Mobile Touch Sites                                          1.Symbian                                   need for app
 2. iPhone                                                      2.Android
 3. Android                                                     3. iPhone                                   Android & Symbian
                                                                                                            Series will be the next
                                                                                                            round after iPhone
                                                                                                            hype




*Sources: Taptu report “The State of the Mobile Touch Web” Jan 2010
http://www.computerworld.com/s/article/9139026/Android_to_grab_No._2_spot_by_2012_says_Gartner
“Forrester 2010 Mobile Trends”, Jan 2010
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                             52
platforms / operating systems
                                                                          updates
                                                                          research
                                                                          technology

 Mobile content strategists
 must be content designers!
                                                                          carriers
                                                                          spatial design
                                                                          interaction best practices
                                                                          amount of content per page

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   53
[gulp]

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   54
You can do it.

The challenge

 Tight competition
                                                                                                            Goal = Value Proposition:
 Sucky mobile search                                                                                        Content worth
 In-the-moment use of device
                                                                                                            pursuing & spending
                                                                                                            time with it
 Frequent technology changes




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                               55
Build in time for a discovery phase!

 Upfront research &
 strategy are key for
 preventing shovelware.

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   56
Hypothetical case: recipes




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   57
Determine what you have to start
with that your target wants….
• How-to & technique demonstrations

• Articles about food & cooking techniques

• Images

• Facts

• Chef profiles



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   58
…then limit and focus.




          Is there such thing as                                                                            How long is content
            too much content?                                                                                   valuable?
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                         59
Figure out the level of effort for
repurposing it…..




           Images                                                                                  Video
           •Rights                                                                                 •Dimension
           •Dimensions                                                                             •Platform player
           •Source                                                                                 •Load time
           •Title, Bylines etc.                                                                    •Length
                                                                                                   •Source
HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010             60
….multiple times


If you start here…

                                   Project content
                                   needs for these
                                   platforms

                                                                                                             What’s the level of effort for
                                                                                                             repurposing content for multiple
                                                                                                             interfaces?
                                                                                                             • screen size & orientation
                                                                                                             • navigation: touch v. ball v. stylus
                                                                                                             • AJAX compatibility
                                                                                                             • geo-location
                                                                                                             • Load times
                                                                                                             • Caching ability

 HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                                           61
Create a plan for how content will
be featured in more than 1 place
                                          Print / Broadcast assets                                              Core Site


                                                                                                                 Micro-site /
                                                                                                                 Campaign site

   Newsletters
                                                                   Brand
                                                                    Brand X                       Web Assets
                                                                      X                                              iPhone app
                                   Marketing
                                                                                                                     Mobile Touch Site

       Email blasts                                                                     Mobile Assets                Blackberry app
                                                Social
                                                Media                                                            Android app
                                                                                        3rd-party
                                                                                        platforms
       Twitter                                                                                                 WAP

                     Facebook
                                                                                              iTunes
                                                             YouTube

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                                62
Then think like an
                                     UX designer




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   63
Position features/functionality to
support content imperatives

• Track saved content (between site and apps)
• Integrate social media (users & branded personalities)
• Allow topic following as much-needed time shortcuts to
   desired content
• Serve what you think they’ll like based on their behavior
 and location



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   64
Customize content for the situation




                                                                                                            •Break up content to match recipe pace
                                                                                                            •Font size from avg. distance from screen
                                                                                                            •Rules for max character count
                                                                                                            •CMS

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                                            65
Others in your                                                                                          networks
cooking




                                                                    15 seconds ago
                                                                    ClassyCook78
                                                                    via Twitter




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010          66
Find what’s on sale & where for
your shopping list
                                                                           $6.99/lb
                                                                                                            $7.69/lb




                                                                                           $7.89/lb




                  4 on sale near you




                                                                                                             Buy one, get one!


HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                        67
Utilize geo position & user
willingness to contribute

 User submits in-the-field
 image, idea or
 commentary
    -sale
    -final image
    -video
    -rare ingredient
    -pairing solution




                                                                        Publisher gets free
                                                                        content!

                                                                        User gets notoriety!

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   68
Is there an opportunity for new
partnerships / revenue models?
One-click e-commerce integration
                                                                                                            From The Naked
                                                                                                            Chef cookbook.
                                                                                                            “Buy it for your
                                                                                                            Amazon Kindle app”




                                                                                                            Coupon for this ingredient



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010                                69
Don’t underestimate the effort this
takes
                                                               • Don’t assume you can use all content from
                                                                 web (often sourced from multiple places)

                                                               • Rights

                                                               • Image quantity / quality / resizing

                                                               • Hurdles to link back to live site

                                                               • Timeline constraints (this app was made in
                                                                 3 weeks!)

                                                               • Consider metadata & CMS limitations for
                                                                 management once live

HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010     70
Don’t just launch it.
                                 Learn from it.




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   71
Push for better analytics
Tagging is number one reason we can’t better synthesize
mobile data. Push to make this a priority.




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   72
How to analyze with data:
• Compare website vs. mobile site vs. applications
• Watch overarching traffic patterns through content
• Optimize your content & refine information architecture
  based on these findings

What to look at:
• Overall visits, time spent, pages viewed
• Where and when people spend time on the different
  channels, content types or topics
• What sections or page-types are the bouncing from?


HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   73
Return on investment

 Goal                                                          Metric
 Increased engagement                                          • Average time spent on content pages
                                                               • Bounce rate
                                                               • Downloads :: repeat visits

 Enjoyment                                                     •Usability testing
                                                               •Repeat visits
 Brand viability                                               Social Media measurement tools
                                                               • number of external throws to social media
                                                               • number of throws to brand properties

 Financial                                                     • increased sales
                                                               • optimized resource allocations
                                                               • retrieved content production & management costs



HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010          74
Refine your mobile content
strategy over time




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   75
Thank you!

www.hugeinc.com
45 Main Street, 2nd floor
Brooklyn, NY 11201

Call us.
Phone: +1 718 625 4843
Fax: +1 718 625 5157
info@hugeinc.com




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   76
Appendix: Content checklist


                 What slice works for behavioral trends?

                Different enough to make money off it?

                Level of effort for repurposing for mobile platform(s)?

                Can it be brought in front of a registration/log-in?

                When is it most valuable to the mobile user?

                How many resources to maintain it?




HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010   77

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Mobile Content: The Return of Shovelware? Presented at the STC France Content Strategy Forum 2010. Erin Scime

  • 1. Mobile Content: The Return of Shovelware? Erin Scime | April 16, 2010 @erinscime www.dopeData.com HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 1
  • 2. Click to edit Master title style • Click to edit Master text styles – Second level A bit– about HUGE • Third level Fourth level » Fifth level
  • 3. How we’re structured title style Click to edit Master • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Structure • 140 Employees • Headquartered in New York • Founded in 1999; owned by operating partners and Interpublic Group
  • 4. HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 4
  • 5. Recent mobile launches Newsweek Reuters iPad Flashback It’s Always Sunny in Readers Digest Philadelphia Life IQ HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 5
  • 6. Why focus on mobile content strategy? HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 6
  • 7. We’re not thinking strategically. “We have $50k to burn. This iPhone thing seems cool - Let’s try something with that!” “…and we’ll launch it in 3 weeks!” HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 7
  • 8. We spent so much time optimizing content for this…. HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 8
  • 9. ….but what about this? • Searches here take 3x longer than desktop • Much lower usage than online • Users are more focused on an immediate answer rather than on the breadth of information. *The Online Reporter, 2008 Rider Research HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 9
  • 10. Digestion of content is different for each screen HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 10
  • 11. Shovelware doesn’t work. print web mobile Different user context Strong hardware constraints HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 11
  • 12. Click to edit Master title style • Click to edit Master text styles – Second level How –dolevel we • Third level Fourth optimize» Fifth level for this thing?
  • 13. Better define mobile content strategy HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 13
  • 14. Same principles as web CS: 1. Make content meaningful 2. Increase findability 3. Optimize the way content is delivered HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 14
  • 15. Same essential questions • Identify target • Differentiate from competition • Resources to create and manage it • Long-term plan • Return on investment HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 15
  • 16. More than just a hunch User Analytics Case Studies Research • Qualitative • Quantitative • Live mobile projects • Discover what users understanding of how • Industry best practices love about content in the people digest mobile moment content • Read public reviews • Visibility of pathways (often usability hints through content here) HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 16
  • 17. But a slight shift in approach Web Content Strategy Mobile Content Strategy •Major clean up of entire holdings •Subset of holdings •Long-term analysis & planning •Freedom in creativity with subset •Content is managed •Content is pushed •Tell multiple stories with content •Tell a single, focused story •Significant editorial restructuring •Minor editorial restructuring HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 17
  • 18. More often with mobile, the content defines the final product Reader’s Digest • Archive of facts • Target audience = young to refresh brand • End product = game HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 18
  • 19. Sometimes the app better serves the content than the site take the digital shopping list to the store use it in the kitchen while cooking HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 19
  • 20. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level “You are a publisher.” - Kristina Halvorson
  • 21. Click to edit Master title style • Click to edit Master text styles – Second level You are level also a • Third level – Fourth [content] designer. » Fifth level
  • 22. 1. How will you architect your content? 2. How will you position the publisher? HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 22
  • 23. Click to edit Master title style • Click to edit Master text styles – Second level Especially for mobile • Third level Content Strategists – Fourth level » Fifth level must think like Designers.
  • 24. Layering Mashing Mixing Contextualizing HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 24
  • 25. 5 ways developing content for mobile is different HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 25
  • 26. 1 The regain of editorial control HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 26
  • 27. 2 entry points vs. Content makers at the Publisher in control of mercy of search engines experience HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 27
  • 28. Users actively choose you from a giant list of options HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 28
  • 29. When they are ready, they choose to look inside HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 29
  • 30. Return of the tastemaker Hey reader! These are the select stories I want you to see • Momentary undivided attention • Control over what readers see first • Position of authority (tastemaker) • Prioritization and communicating a clear POV via a curated set of headlines HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 30
  • 31. Traffic reveals opposing trends Website Mobile Homepage Category Content Less time spent Higher bounce rate More time spent Source: *HUGE study of news content sites Lower bounce rate HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 31
  • 32. 2 Mobile is always “on” HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 32
  • 33. Mobile users live in a 360° environment • Short attention span • Need to Tweet or send directly to • Multi-tasking / “wasting time” Facebook, Digg etc. • Sudden interruptions • Momentary social context • Connection speed HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 33
  • 34. Mobile users move around a lot May not be the The best content same all around for here WAP site • time of delivery may be • context better for • subject matter interest level globalization • languages • local device trends HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 34
  • 35. Context dependent on geography May not be the The best content same all around for here • time of delivery • subject matter interest level • languages • local device trends • local news needs • billing/transactions HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 35
  • 36. Use is 24 hours a day….. Source: *HUGE study of news content sites HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 36
  • 37. …7 days a week Source: *HUGE study of news content sites HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 37
  • 38. 360° explains why the top apps are: • Communications (social networking sites) • Weather • Utility • Games Source: *Nielsen Group iPhone Diary Study, 2009 HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 38
  • 39. 3 The target may be extra niche HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 39
  • 40. A niche audience may be totally different than web HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 40
  • 41. Moms use mobile as family device [especially working moms] Entertain Plan Share Source: HUGE user research, Nielsen Wire, Sept 2009 report, Razorfish Digital Mom report HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 41
  • 42. The niche audience may not match device trends A similar market share exists for N. America. But this doesn’t mean every product should be an iPhone app *source: Quantcast 2009 reporting of mobile platforms HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 42
  • 43. Business folk use BlackBerries Harvard Business Review Financial Times Wall Street Journal ($2.99) (free) (free) Are Apple apps the biggest return on investment? HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 43
  • 44. Tourists = extreme device diversity One good case for WAP HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 44
  • 45. 4 You have to make money differently HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 45
  • 46. Is it premium? (hint: premium does not always mean current content) • App cost: $2.99 – previously 99¢/episode • Unlimited streaming to past shows (all evergreen) – previously unavailable on site. • Link to radio station in Chicago • Helping to pay for the popular podcast ($100k to run) HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 46
  • 47. Diversified apps = 3 ways to monetize NY Times news NYTimes property NYTimes crossword search puzzle HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 47
  • 48. Increase in-store sales with contextual online content Sephora utilized mobile voice to allow shoppers to access reviews of products they had in their hands. -UPC or product name HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 48
  • 49. 5 The viewing platform triggers a conceptual shift HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 49
  • 50. Mobile content must match intimacy of the device • Proximity and tactility • Interaction = immediate response • Hyper-personalization (dashboard of hand-picked apps) • Situational context • Navigation mechanism (touch, ball, stylus) HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 50
  • 51. Give content the right home for the right user case….. E-trade for iPad E-trade for iPhone Dedicated On the fly time to market research decisions Juxtaposed, multiple Deep dive plunge layers simultaneously HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 51
  • 52. …assuming that “home” will be around for a while! Platform arms race Taptu projects by 2011: Gartner Inc. projects Forrester predicts by 2012: HTML5 will reduce 1. Mobile Touch Sites 1.Symbian need for app 2. iPhone 2.Android 3. Android 3. iPhone Android & Symbian Series will be the next round after iPhone hype *Sources: Taptu report “The State of the Mobile Touch Web” Jan 2010 http://www.computerworld.com/s/article/9139026/Android_to_grab_No._2_spot_by_2012_says_Gartner “Forrester 2010 Mobile Trends”, Jan 2010 HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 52
  • 53. platforms / operating systems updates research technology Mobile content strategists must be content designers! carriers spatial design interaction best practices amount of content per page HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 53
  • 54. [gulp] HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 54
  • 55. You can do it. The challenge Tight competition Goal = Value Proposition: Sucky mobile search Content worth In-the-moment use of device pursuing & spending time with it Frequent technology changes HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 55
  • 56. Build in time for a discovery phase! Upfront research & strategy are key for preventing shovelware. HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 56
  • 57. Hypothetical case: recipes HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 57
  • 58. Determine what you have to start with that your target wants…. • How-to & technique demonstrations • Articles about food & cooking techniques • Images • Facts • Chef profiles HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 58
  • 59. …then limit and focus. Is there such thing as How long is content too much content? valuable? HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 59
  • 60. Figure out the level of effort for repurposing it….. Images Video •Rights •Dimension •Dimensions •Platform player •Source •Load time •Title, Bylines etc. •Length •Source HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 60
  • 61. ….multiple times If you start here… Project content needs for these platforms What’s the level of effort for repurposing content for multiple interfaces? • screen size & orientation • navigation: touch v. ball v. stylus • AJAX compatibility • geo-location • Load times • Caching ability HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 61
  • 62. Create a plan for how content will be featured in more than 1 place Print / Broadcast assets Core Site Micro-site / Campaign site Newsletters Brand Brand X Web Assets X iPhone app Marketing Mobile Touch Site Email blasts Mobile Assets Blackberry app Social Media Android app 3rd-party platforms Twitter WAP Facebook iTunes YouTube HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 62
  • 63. Then think like an UX designer HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 63
  • 64. Position features/functionality to support content imperatives • Track saved content (between site and apps) • Integrate social media (users & branded personalities) • Allow topic following as much-needed time shortcuts to desired content • Serve what you think they’ll like based on their behavior and location HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 64
  • 65. Customize content for the situation •Break up content to match recipe pace •Font size from avg. distance from screen •Rules for max character count •CMS HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 65
  • 66. Others in your networks cooking 15 seconds ago ClassyCook78 via Twitter HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 66
  • 67. Find what’s on sale & where for your shopping list $6.99/lb $7.69/lb $7.89/lb 4 on sale near you Buy one, get one! HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 67
  • 68. Utilize geo position & user willingness to contribute User submits in-the-field image, idea or commentary -sale -final image -video -rare ingredient -pairing solution Publisher gets free content! User gets notoriety! HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 68
  • 69. Is there an opportunity for new partnerships / revenue models? One-click e-commerce integration From The Naked Chef cookbook. “Buy it for your Amazon Kindle app” Coupon for this ingredient HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 69
  • 70. Don’t underestimate the effort this takes • Don’t assume you can use all content from web (often sourced from multiple places) • Rights • Image quantity / quality / resizing • Hurdles to link back to live site • Timeline constraints (this app was made in 3 weeks!) • Consider metadata & CMS limitations for management once live HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 70
  • 71. Don’t just launch it. Learn from it. HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 71
  • 72. Push for better analytics Tagging is number one reason we can’t better synthesize mobile data. Push to make this a priority. HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 72
  • 73. How to analyze with data: • Compare website vs. mobile site vs. applications • Watch overarching traffic patterns through content • Optimize your content & refine information architecture based on these findings What to look at: • Overall visits, time spent, pages viewed • Where and when people spend time on the different channels, content types or topics • What sections or page-types are the bouncing from? HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 73
  • 74. Return on investment Goal Metric Increased engagement • Average time spent on content pages • Bounce rate • Downloads :: repeat visits Enjoyment •Usability testing •Repeat visits Brand viability Social Media measurement tools • number of external throws to social media • number of throws to brand properties Financial • increased sales • optimized resource allocations • retrieved content production & management costs HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 74
  • 75. Refine your mobile content strategy over time HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 75
  • 76. Thank you! www.hugeinc.com 45 Main Street, 2nd floor Brooklyn, NY 11201 Call us. Phone: +1 718 625 4843 Fax: +1 718 625 5157 info@hugeinc.com HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 76
  • 77. Appendix: Content checklist What slice works for behavioral trends? Different enough to make money off it? Level of effort for repurposing for mobile platform(s)? Can it be brought in front of a registration/log-in? When is it most valuable to the mobile user? How many resources to maintain it? HUGE | Erin Scime | Mobile Content: The Return of Shovelware? | STC Content Strategy Forum April 16, 2010 77