This Mobile Moment: An Introduction to Mobile Content Strategy

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Whether you're trying to market a product or change the world, you can no longer ignore mobile as a medium for influence. Of particular power is the mobile moment--the instant a user connects with the right content at the right time. Though this moment seems magical to a user, it doesn't happen by magic. It takes knowledge of principles. It takes detailed planning. It takes hard work. This interactive session will help you assess a mobile context, generate ideas for mobile persuasion, and plan the right content to turn your mobile moment into a magical one. Along the way, we use examples from NC State University's suite of location-based services.

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This Mobile Moment: An Introduction to Mobile Content Strategy

  1. 1. THIS MOBILE MOMENT An Introduction to Mobile Content Strategy TIM JONES COLLEEN JONES Interim CCO, NC State University Principal, Content Sciencecontent science © copyright 2010. all rights reserved.
  2. 2. Mobile Is About the Momentcontent science © copyright 2010. all rights reserved.
  3. 3. TIME THO UGH TS TOGAScontent science © copyright 2010. all rights reserved.
  4. 4. CHRONOS: ORDERLY TIMEcontent science © copyright 2010. all rights reserved.
  5. 5. KAIROS: MAGICAL TIMEcontent science © copyright 2010. all rights reserved. THE OPPORTUNE MOMENT
  6. 6. The Possibility: RIGHT TIME RIGHT PLACE RIGHT CONTENTcontent science © copyright 2010. all rights reserved.
  7. 7. At Home: Help Me Plan? On site? In store?content science © copyright 2010. all rights reserved.
  8. 8. On the Go: Buy Now? Not linkedcontent science © copyright 2010. all rights reserved.
  9. 9. In the Store:Show Me the Way? Hard to readcontent science © copyright 2010. all rights reserved.
  10. 10. The Reality: RIGHT TIME RIGHT PLACE WRONG CONTENTcontent science © copyright 2010. all rights reserved.
  11. 11. Has this happened to you?content science © copyright 2010. all rights reserved.
  12. 12. Why?CONTENTDUMPING HELP!content science © copyright 2010. all rights reserved.
  13. 13. FIND YOUR MOBILE MOMENTcontent science © copyright 2010. all rights reserved.
  14. 14. When + where do customersturn to you?content science © copyright 2010. all rights reserved.
  15. 15. There might be many moments…which one is opportune?content science © copyright 2010. all rights reserved.
  16. 16. 1. It’s common.content science © copyright 2010. all rights reserved.
  17. 17. Saving time? Killing time?content science © copyright 2010. all rights reserved.
  18. 18. Is your mobile moment about saving time or killing time? (It’s not about both.)content science © copyright 2010. all rights reserved.
  19. 19. 2. It’s valuable. $content science © copyright 2010. all rights reserved.
  20. 20. Reach Reputation Fundingcontent science © copyright 2010. all rights reserved.
  21. 21. Flu Vaccine Health Costscontent science © copyright 2010. all rights reserved.
  22. 22. Sales?content science © copyright 2010. all rights reserved.
  23. 23. “ Mobile phone users say they would make more purchases if • the process were not so cumbersome, • products were easier to find, and • their devices supported secure credit card transactions. Mobile Commerce: Ahead of Its Timecontent science © copyright 2010. all rights reserved.
  24. 24. Does your mobile moment help save money or make money? (It’s likely not the direct sale. Yet.)content science © copyright 2010. all rights reserved.
  25. 25. Name the opportune moment. NAME ME OR LOSE MEcontent science © copyright 2010. all rights reserved.
  26. 26. WHAT’S HAPPENING?content science © copyright 2010. all rights reserved. 26
  27. 27. Content Sciencecontent science © copyright 2010. all rights reserved.
  28. 28. A good mobile moment seemsmagical.But mobile content doesn’t happenby magic.content science © copyright 2010. all rights reserved. 28
  29. 29. PLAN for the MOBILE MOMENTcontent science © copyright 2010. all rights reserved.
  30. 30. The moment is your guide. WHAT’S HAPPENING? Editorial Architecture Strategy Strategycontent science © copyright 2010. all rights reserved.
  31. 31. Editorial Strategycontent science © copyright 2010. all rights reserved. 31
  32. 32. Editorial Strategycontent science © copyright 2010. all rights reserved. 32
  33. 33. Editorial Strategycontent science © copyright 2010. all rights reserved.
  34. 34. Editorial Strategy TIP: Editing + Curating   Clearly define criteria for what’s in + what’s out.content science © copyright 2010. all rights reserved.
  35. 35. Architecture Strategy Content Sciencecontent science © copyright 2010. all rights reserved.
  36. 36. Architecture Strategy Content Sciencecontent science © copyright 2010. all rights reserved.
  37. 37. Architecture Strategycontent science © copyright 2010. all rights reserved.
  38. 38. Architecture Strategy TIPS: Re-using Content   Agree on the goal.   Make it easy for content contributors + writers.   Understand the elements of your content.content science © copyright 2010. all rights reserved.
  39. 39. Plan to evaluateresults, too. content science © copyright 2010. all rights reserved.
  40. 40. TIPS: Evaluating Content   Do more than collect + report the data.   Evaluate the quality of interactions.content science © copyright 2010. all rights reserved.
  41. 41. WRAPPING UPcontent science © copyright 2010. all rights reserved.
  42. 42. content science © copyright 2010. all rights reserved.
  43. 43. Find, name + plan your mobile moment— or you’ll miss it.content science © copyright 2010. all rights reserved. 43
  44. 44. Q UESTIONS ? TIM JONES COLLEEN JONES @timjonesonline @leenjones ncsu.edu content-science.comcontent science © copyright 2010. all rights reserved.
  45. 45. First person to ask gets one of these.content science © copyright 2010. all rights reserved.

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