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

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 • Click to edit Master text styles – Second level A bit– about HUGE • Third level Fourth level » Fifth level

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

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

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