Keynote: How Mobile Is Driving Email & Vice Versa

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So much of the future of email is tied to mobile consumption -- be it opportunities with m-commerce; links to social media; or simply driving engagement with customers reading on the go. How do you optimize the email experience taking into account context, devices, locations, etc.? Also, what are best practices with organizational structure in the emerging space? Chris Miller, who has overseen the boom in Draftfcb’s digital practice along with email efforts for clients such as Volkswagen and State Farm, will offer actionable intelligence on how to capitalize on opportunities soon and sooner.

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  • We wanted our websites, websites that we’d built since the late 1990’s for one format. Granted over time as screen resolutions increased we too increased our “standard” size from 800x600 to 1024x768 and so on. Designers had the photoshop templates to work against and developers knew the size they’d be getting to build against. And our friends the UX team also had a standard page/stage size they work against.
  • Almost overnight, well not really but certainly in the last 24 months there has been a proliferation of screen sizes, resolutions and more importantly and continued change in our behavior and the devices that we use on a more then daily basis.
  • Touch screen, mouse – RWD allows for flexibility & a better experience
  • Early 2011, the purchase of smartphones out sold the number of personal computers and has continued it’s forward growth.
  • – most people are surprised at the high number of visits by mobile users (and it’s rising)If you ask what’s taxonomy then stay with me.
  • As of February 2012, almost half (49.7%) of US mobile subscribers owned smartphones, according to Nielsen. And 44% of those users access the internet from their mobile device according to the Pew Research Center (Aug 2011).
  • Present flat printed mockups to the client
  • Widgets = Multi-State Objects. Great example: One Page Sites.
  • Why do you think this is so important?
  • Principle 1 - Make it scarceMini Carmonica – DFCB New Zealandhttp://www.draftfcb.co.nz/ourwork/mini-carmonica/ Disappearing books – DFCB Buenos Aireshttp://www.draftfcb.com/work-detail.aspx?work=580o   BMW M5 “The Fastest Christmas Card in the World” – Switzerlando   Taco Bell “Doritos Locos Tacos Launch” – USA Orange County ( I have TV spots as well if you want them)o   KFC “Pot Pie” – USA Chicagoo   EternaCadencia  “The Book That Can’t Wait” – Argentinao   Bond + Bond “Fridge Magnet Billboard” – New Zealando   MINI “Carmonica” – New Zealand

  • Principle 2 - Make it vividCoors Light Rocky Mountain Cold Refreshment – DFCB Chicago Dow Solutionism – DFCB Chicagohttp://www.draftfcb.com/work-detail.aspx?work=453 Lisbon Zoo Sounds – DFCB Lisbonhttp://www.draftfcb.com/work-detail.aspx?page=5&work=529 Falling billboard – DFCB Mumbaihttp://www.draftfcb.com/work-detail.aspx?page=2&work=561JVC Camera GC-PX10 “Choose Later” – Brazilo   Paper Mate/Liquid Paper “Dialog” – Brazilo   EA Dead Space 2 “Your Mom Hates Dead Space 2 Case Film” – USA San Francisco (I have TV spot and Viral Videos if you want them)o   ZonaJobs “Grandmother” & “PowerPoint” – Argentinao   Dow “Solutionism” – USA Chicagoo   JardimZoológico de Lisboa – Lisbon Zoo “Sounds” – Portugalo   Mumbai Traffic Police “Falling Hoarding” – India

  • Principle 3 - Make the benefit immediateVending machine for fighting homelessness – DFCB São Paulohttp://osocio.org/message/vending_machines_of_good/o   Canon “Case Film” – Brazilo   Ministry of Health - National Depression Initiative “The Journal” – New Zealando   JVC 3D Camcorder “3D Live Theatre” – Argentinao   Census 2010 – USA New York ( I gave you the winning Effie film – but have the creative if you want)o   ONDCP Above the Influence – USA New York (I gave you the winning Effie film)o   Abrinq Foundation “Goodwill Vending Machine” Brazil

  • Principle 4 - Make it about people nothing like youDeadspace 2 “Your mom will hate it” – DFCB SFhttp://www.draftfcb.com/work-detail.aspx?page=2&work=273 Nakuri “Your boss will hate it” – DFCB New Delhihttp://www.draftfcb.com/work-detail.aspx?page=5&work=406 NHL “Because it’s the Cup” – DFCB Chicagoo   Dockers “Wear The Pants” – USA San Franciscoo   OREO “Wee Hours” – USA New York, OREO “Explanation” – France, OREO “Library” – Argentinao   EA Dead Space 2 “Your Mom Hates Dead Space 2” – USA San Francisco (I have TV spot and Viral Videos if you want them)o   Naukri.com “Your Boss Will Hate It” – INDIA
  • Principle 6 – Make it ComparableDiGiorno “It’s Not Delivery It’s DiGiorno” – DFCB Chicago ONDCP Above the Influence – USA New York (I gave you the winning Effie film)o   Eucerin “Hyaluron-Filler” – Spain 

  • Principle 7 – Make the First Step SimpleNew Zealand Electricity “What’s my number?” – DFCB New Zealandhttp://www.draftfcb.co.nz/ourwork/electricity-authority/ Discover Bank “Open a 5 Year CD in the time it takes to brew coffee” – DFCB Chicagoo   Census 2010 – USA New York  ( I gave you the winning Effie film – but have the creative if you want)o   JVC Camera GC-PX10 “Choose Later” – Brazilo   Premier “Mini-Karma” – Peruo   New Zealand Electricity “What’s my number?” – New Zealand
  • Principle 8 – Make it a MissionGrobiBeaute “Sip by Sip to a Perfect Body” – DFCB Viennahttp://www.whoscarf.com/yir/2010/creative/vienna/grobibeaute/o   EternaCadencia  “The Book That Can’t Wait” – Argentinao   Taco Bell “Operation Alaska” – USA Orange County ( I have the viral video if you want to) http://www.draftfcb.com/work-detail.aspx?work=631o   Taco Bell “Doritos Locos Tacos Launch” – USA Orange Countyo   Taco Bell “Road Trip” – USA Orange Countyo   Abrinq Foundation “Goodwill Vending Machine” Brazilo   Ministry of Health - National Depression Initiative ”The Journal” – New Zealando   Dockers “Wear the Pants Project” (I gave you the videos – but a lot more to this campaign)o   GrobiBeaute “Sip by Sip to a Perfect Body” – Austriao   MINI SOHO – New Zealand
  • Keynote: How Mobile Is Driving Email & Vice Versa

    1. 1. HOW MOBILE IS DRIVINGEMAILAND VICE VERSA@scubachris / @draftfcb
    2. 2. CLIENT / PROJECT / 00.00.00 PAGE 2emailmobile
    3. 3. EMAIL AND MOBILECAN BE BEST FRIENDSPAGE 3
    4. 4. OMGPAGE 4
    5. 5. ;-)PAGE 5
    6. 6. IT STARTED BECAUSE THIS@scubachris / @draftfcb
    7. 7. BECAME THIS…@scubachris / @draftfcb
    8. 8. THE IMPORTANT THREETHINGS1. Devices2. Resolution3. OS@scubachris / @draftfcb
    9. 9. BUT THE LONGER TERMISSUE IS…@scubachris / @draftfcb
    10. 10. THE SOLUTIONThink mobile first / responsiveKeep in mind, responsive web design will not make the emailperfect in every device but it will scale elegantly across multipledevices to allow for the best customer experience, however yourcustomer chooses to view your content.http://www.craftedbydavid.com/@scubachris / @draftfcb
    11. 11. LET’S LOOK AT THEDATAPAGE 11
    12. 12. UPTICK OF MOBILE FOR INTERNET USEMobile and tablet eatingaway at computer forinternet accessPAGE 12
    13. 13. MOBILE SALES > DESKTOPPAGE 13Source:CampaignMonitorIn early 2012, smartphonesales exceeded desktopsales, showing continuedgrowth.
    14. 14. BUT EMAIL USE IS DOWNDrop in time and % ofoverall activities for emailSocial media chipping awayPAGE 14
    15. 15. HOWEVER ON MOBILE…We see email as the #1internet activity on mobile.PAGE 15
    16. 16. MOBILE IS MAKING ITS MARKiOS devices such as theiPhone and iPad aregrabbing a growing share ofemail opens from thedesktopPAGE 16
    17. 17. NEGLECT MOBILE / EMAIL OPTIMIZATION,USERS LIKELY TO DELETEPAGE 17
    18. 18. STILL NOTCONVINCED?1. Look to your analytics2. But not just for email – your site, and consumer trendsPAGE 18
    19. 19. The device that consumers are turning to for their internetuseThe #1 behavior on mobile is emailNot our “defensive” hill to hold but our offensive platform togrowMOBILE ISPAGE 19
    20. 20. GETTING STARTEDMobile FirstConsidering the mobile version first since it is the smallest screen size and the contentdisplayed needs to be structured to show the most important information first. Also thegrowth of mobile indicates those devices will be the more frequent ones to access thecontent.Content AuditIf you are thinking of responsive design, a content audit will allow the team tounderstand what content is available on site and make determination as to what is mostvaluable and where the gaps are.TaxonomyA taxonomy audit should be included in your content audit as it is your future planning.It allows you to create a tagging and data hierarchy and better future proof your data todisplay on any type of device.PAGE 20
    21. 21. NOW YOU’RE PSYCHEDBut how do you apply this to your business?1. UX2. Creative3. Development4. Behavioral Economics (how people make decisions)5. A few truths about mobilePAGE 21
    22. 22. WIREFRAMES ARE THEUGLIEST WEBSITES YOUHAVE EVER SEEN AND AREALSOBLUEPRINTS OUTLINING:Contentrelative priority of that content(hierarchy)interactivefeatures & functionalityhow it worksPAGE 22
    23. 23. “You can use an eraser on thedrafting table or asledgehammer on theconstruction site”-Frank Lloyd WrightPAGE 23
    24. 24. CHANGING THEDEVELOPMENT WORKFLOW“Stop Thinking in Pages.Start Thinking in Systems.”- Jeremy KeithPAGE 25
    25. 25. SHOTGUNMARRIAGECREATIVE & DEVELOPMENTPAGE 26
    26. 26. WATERFALL WORKFLOWPAGE 27
    27. 27. - Gotchas- Bottlenecks- Over-The-Fence- In-The-Dark Client- Production Crunch- ChaosWATERFALL WORKFLOWPAGE 28
    28. 28. RESPONSIVE WORKFLOWPAGE 29
    29. 29. BEHAVIOR FIRST,TECHNOLOGYSECONDPAGE 30
    30. 30. THE SCIENCE OF BEHAVIORCHANGEBUILDING BRIDGES TOLEADERS IN THE WORLD OFBEHAVIORAL ECONOMICSFOCUSING ON BEHAVIORALDATAIDENTIFYING FASTPERSUADERSPAGE 31
    31. 31. 1. Connective Tissue2. 3 Pillars – bite sized, relevant, disposable3. It’s Not Optional4. Make it useful, or don’t try5. Time Killers & Time Savers6. If you make it work, people noticeTHINGS WE CAN APPLY FROM MOBILEPAGE 39
    32. 32. 9:35AMCoffeeShop12:00PMWorkout at Health Club1:15PMLunch at the Pizzaparlor –4:30PMGas Station5:02PMMobile web5:25PMBookStore6:07PMRetail6:59PMSports Bar9:05PMGroceryCONNECTIVE TISSUEHome
    33. 33. 3 PILLARS:BITE SIZED,RELEVANT,DISPOSABLEPAGE 41
    34. 34. IT’S NOT OPTIONALPAGE 42Does anyone wake up in the morning and think I’ll“leave their phone at home.”Mobile is an essential part of how most consumers aremanaging their busy lives.Because of mobile’s connection there is a growingexpectation for things to work and frustration when itdoesn’t
    35. 35. MAKE IT USEFUL, OR DON’T TRYPAGE 43Because consumers control and customize mobile individually, theydemand that experiences they have on the device be designed withthem in mind.Unique opportunity to connect Moment and Message for maximumimpact.But it’s a double edge sword: If you don’t get the value propositionright, your chances of getting a second chance are very slim.
    36. 36. TIME KILLERS & TIME SAVERSPAGE 44Time Savers(tools)Time Killers(Experiences)
    37. 37. Insert your brand’s email here…..IF YOU MAKE IT WORK,PEOPLE NOTICE OR….PAGE 45
    38. 38. SURE, TECHNOLOGYIS CHANGINGBUT IT’S REALLYABOUT BEHAVIORPAGE 46
    39. 39. EMAIL AND MOBILEARE BFF’SFOREVERPAGE 47
    40. 40. THANK YOUPAGE 48

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