Taking Your Website Mobile

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How to take you website mobile. Sitecore and guest presenters discussing mobile website. Perfect for anyone interested in making there website mobile friendly.

How to take you website mobile. Sitecore and guest presenters discussing mobile website. Perfect for anyone interested in making there website mobile friendly.

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  • 1. Taking Your Websites MobileA Practical Guide for Marketers & Business
  • 2. Presentation Overview
  • 3. Featured Presenters Greg Zapar Senior Digital Strategist, Digitaria John Van Spyk GM, Digitaria Sports, Digitaria John Field Moderator, Product Marketing Manager, Sitecore
  • 4. • Leading provider of enterprise-class .NET web content management, portal and marketing automation software for mid-to-large organizations• Presence • Amsterdam, Boston, Brisbane, Copenhagen, London, Munich, Melbourne, Tokyo, San Francisco , Stockholm, Sydney, etc.• Stability • Profitable since inception in 1999, same owners, same vision and same technology (.NET)• Customers • Over 24,000 web sites in 50 countries• Recognized • Gartner Magic Quadrant 2010 – only .Net application in ―Leaders Quadrant‖ • Gartner Magic Quadrant, 2009 – leading visionary quadrant with ―most complete vision ― • Gartner Cool Vendor 2008 Content Management• Supported • Sitecore tech support centers in various regions; more than 700 certified partners worldwide
  • 5. Over 2,400 customers
  • 6. About DigitariaAcquired by renowned global agency JWT (a WPPcompany), Digitaria has undergone exceptionalgrowth to become one of the country‘s leading full-service digital agencies.As a whole-owned subsidiary of JWT, and part ofthe WPP network, Digitaria‘s brings its reputationas a digital leader and industry innovator to a widespectrum of industries and organizations aroundthe world.CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 7. Digitaria ClientsCONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 8. Mobile OverviewLET’S DISCUSSThe Mobile Opportunity: Why mobile?Features of Interest: What are users doing?The Mobile Ecosystem: What does the environment look like?Client Mobile Strategy: Where do we begin?A Case Study: How it all fits together CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 9. The Mobile Opportunity Did You Know? According to data from IDC, smartphone manufacturers MOBILE IS THE NEW MARKETING CHANNEL shipped 100.9 million units in Q410, compared to 92.1 million units of PCs shipped worldwide.• Accessibility: Anytime, anywhere content —StreetInsider/IDC distribution & access• User Targeting: Geo-targeting, by device, social, interest, etc.• Relevance: Personal and relevant...it‘s always with you and always on• Measurement: Mobile analytics provide excellent user insight• Deliverability: Phone numbers change much less frequently than email addresses• SoLoMo: Social, Local and Mobile CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 10. Features of InterestMOBILE MEDIA CONSUMPTIONMobile phones are the #1 most used technology device87% of US owning a mobile phone; 25% have ditched landlines2010 US Smartphone Growth US: 16.8%-->27% Spain: 27.6%--> 38%47% (+7.6%) of US mobile subscribers are mobile media consumers;37% for EU (+7%)What is driving the growth?: •Features, media, apps and mobile websites *Information provided by comScore Networks •Larger [touch] screens improved the UX for content •Lower cost chipsets and OS options have offered greater affordability and accessibility •Unlimited data plans a key driver in US/EU differences (33% of US vs. 8% EU) CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 11. Features of InterestCONTENT IS KINGSocial Networking, Classifieds and RetailPublications are extending themselves in thespace and iPad/tablet growth has helpedRetail: Japan is one of the most sophisticatedmarkets and have quickly adopted m-commerce *Information provided by Vibes Media and comScore CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 12. Features of Interest Did You Know? •72% send/receive texts (664 per monthSMS STILL LEADS vs. 176 phone calls) •99% of every text message is readText CTR and conversion: •90% of text messages read in first 3 •Text message: 14.06%; 8.22% minutes •Email: 6.64%; 1.73% --Forrester Research •Internet: 4.43%; .73%Teens top all mobile users with 3,339 texts per month •Early Boomers (45-54) are at 272 per monthTexting is currently the #1 way to receive coupons•200,000 mobile coupons in 2009•70 million mobile coupons worth 2.4 billion in 2013•Small business still lags in mobile; citing lack of time for newtechnology (44%), expense (30%) and lack of knowledge (30%)*Information provided by Vibes Media and comScore CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 13. Features of InterestLOCATION-BASED MARKETING• Virtually 0 in 2009, $6 billion in 2015• Food vendors seeing 65% coupon redemption via geo- fencing/push ads• Facebook Places location features allow retailers and other merchants to offer coupons and special deals through mobile app • See a yellow icon indicating that a redeemable deal or coupon is available nearby. • Use the application to “check in” at the retail location and show their phone screen to an employee to claim the deal. • Individual Deals--Free Rewards--Friend Deals--Loyalty deals--Charity % CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 14. The Mobile EcosystemIt‘s not getting simpler…it‘s getting more complex.Both Android and Apple had a stellar 2010 and the ecosystemis important to smartphone buyers….store, features, identity,price, ease-of-use, etc.Dozens of manufacturers and many handsets• 60+ browsers• Multiple OS and versions• Multiple handsets, manufacturers and form factors (touch)Android passed Apple in install base; Verizon importantelement for Apple along with iPhone 5/iPad2Both are gaining ground on RIM and Symbian; Microsoft seeksgrowth with Windows Phone7 and Nokia partnership CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 15. The Mobile EcosystemAPPLE HIGHLIGHTS | 225,000+ APPSiPhone Sales Estimates• July-Sept: 14.1m• Oct-Dec: 20m• 2011 EOY: 100m (PC World)iPad Sales Estimates• 2010: XXX-->15 million• 2011: 43 million• 2012: 63 millionCorporate orders: Medtronic 4,500; MicroStrategy 1200 CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 16. The Mobile EcosystemANDROID GROWTH Traffic from the Android platform has grown 29% month-over-month since May 2009 • One in three US smartphones sold are Android devices • 70,000+ Applications in the Android App Market. Amazon app store is imminent • May 2010 the 2.2 Frozen Yogurt (Froyo) SDK was released with Adobe Flash 10.1 Support Froyo: Enhanced UI. Flash 10.1 support. USB tethering. Wi-Fi Hotspot. 5X faster than Eclair. World’s fastest web browser. No synching required for OTA apps/music. Exchange support. Web- based Android market. App auto update. Gingerbread is next (faster, battery life, app mgmt, UI, NFC). Honeycomb for 3.0 (tablets). CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 17. The Mobile EcosystemWHAT‘S IN STORE FOR 2011?M-Commerce• Mobile payment• Real-time pricing and research• Bar-code scanning• Retail integration (offline->online)• QR Codes• Real-time rewardsMobile Marketing• Banners• SMS• Push notifications CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 18. The Mobile EcosystemWHAT‘S IN STORE FOR 2011?Second Screen (TV) and cross-platformcontent efforts: Shazam, GetGlueTablet Market Continues Rapid GrowthMicro-payments & virtual goodsLowered costs for handsets & plans <?>Anywhere access and storage via theCloudGamification attracts usersNear Field Communication (NFC) forpayment/offers/content CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 19. Client Mobile StrategyTHE INITIAL MOBILE DISCUSSION“App”: Something that works on a phone“Android” and “Droid”: Not Apple. Interchangeable with products from Motorola and HTC.“Mobile Site”: Don‘t use flashStep 1: Mobile is an initiative…not a project.You must understand the brand and value to begin defining the content strategy, digital strategy andtechnical architecture to seamlessly integrate mobile as a digital touchpoint...this is not a standalone effort or“project”. A project by definition has a fixed beginning and end...mobile is an ongoing effort. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 20. Client Mobile StrategyTHE DIGITAL ECOSYSTEMWebsites…campaigns...call-centers…ecommerce…Facebook…kiosks…software/apps…twitter…chat…self-service…displays.These efforts can be isolated initiatives with compartmentalizedagendas and variable support.Don‘t create [unsustainable] projects without strategic oversight,thought and planning…it will affect you later.Map the entire customer journey and assimilate a mobile experiencethat meets the needs, goals and desires of actual users.Tip! Vision>Value>Experience; look at the User ExperienceHoneycomb from SemanticStudios:http://semanticstudios.com/publications/semantics/000029.php) CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 21. Client Mobile Strategy WHAT INFORMATIONAL NEEDS, GOALS & DESIRES DRIVE USERS? Location Who are they? Mood What are their behaviors and Device beliefs? When What are their real needs, Accessibility goals and desires? Distractions Time allocation What type of content? Voice and tone? Layered content? How does this address need? What to keep? What to toss?While we can’t control all factors or address all audiences, we can seek an optimized balance. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 22. Client Mobile StrategyINITIAL DISCUSSION• Has a mobile strategy been defined or discussed? What is the roadmap?• Who is the core audience? Do the analytics and reporting validate this? What insights and user needs can be gleaned from analytics?• Invest in the user experience, not the corporate experience• What is typically handled in-house or with 3rd parties? What level of team integration is envisioned for development?• What timeline(s) are driving the solution?• Budget…and with that…who‘s calling the shots?• Social dictates a dialogue with users...not a monologue. How do you support this? CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 23. Client Mobile StrategyTIP! MAP THE USER JOURNEY CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 24. Client Mobile Strategy Did You Know? 20% of users return to use the app the first day afterTHERE’S AN APP FOR THAT???? they download it, at 30 days it approaches 0%.Overview --[Pinch Media]• Apps are designed for specific platforms and devices (Apple, Android, Blackberry) and are typically store-centric• You MUST offer utility and value as defined by usersPros• Enhanced user experience for complex interactions, deeper experience, brand loyalists & premium experience ....extensions of existing digital touchpoints• Hardware feature access - GPS, camera, “shake”, text/notifications, email.• Customer loyalty - someone who purchases a premium product/service or is a brand loyalist may be more inclined to utilize it (ex: Netflix, Pandora, Directv)• Offline usage potentialCons• You MUST provide a good experience and value to users. Great supplement to existing service platforms. What do the users want? Check the analytics!• Who’s paying for this app? Users? Ads? Marketing?• Platform x Platform development if not handset specific development efforts, takes longer to develop and are typically more expensive• Discoverability within store environments requires a dedicated campaign...225K+ apps within the iTunes App Store CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 25. Client Mobile StrategyUSERS GENERALLY PREFER MOBILE OPTIMIZED SITES VS. APPSGames, music and social media were the only categories in which userswould rather use a downloaded app than browse the mobile web. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 26. Client Mobile StrategyMOBILE OPTIMIZED WEBSITESOverview• Similar to traditional website but optimized for mobile browsing• Accessing the existing website via mobile browser is NOT a mobile optimized site• Think about the 80/20 rule...20% of what you have is probably sufficient for 80% of your users; less is more if well executed; registration and onboarding are great examples of thisPros• Generally quicker to develop and cheaper• Accessible on most any device with a mobile browser• Users that are not heavily involved in your brand are more likely to go to a website, but might not want to download an app• CMS integration like SitecoreCons• Limited functionality and geared towards simpler experiences, ex: registration and onboarding• Loss of connectivity=no access• Customer Satisfaction – loyal advocates may demand more• UX across mobile browsers is difficult to consistently manage• Discuss simple HTML rendering (older phones) vs. WebKit (smartphone) needs• Testing is critical CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 27. The Mobile EcosystemTIP! ADOBE AIR CAN HELP Android Froyo 2.2 Air for AndroidSingularly leveraged code base to target released Oct. 2010multiple platforms:• Android devices with Android 2.2+• Desktop Air application• iOS Packaged App*
*still will not work in browserBenefits Adobe Air-Mac & PC• Ability to scale across handsets and Easy install devices Native on many Intel• Singular code base=lowered products development costs• 360 opportunity to target customers and keep the brand in front of eyes iOS Packaged App iPhone 4.02+ CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 28. Client Mobile StrategySTRUCTURE AND DEFINE YOUR DELIVERABLESSTRATEGYResearch & Analysis• User Research• Persona Development• App vs. Optimized site• Platform supportCONCEPT AND DEVELOPMENT• Concept Development• Storyboard (Executive Sell-in)• UX and UI (Interaction Designs)• IA (Content Architecture &Hierarchy)• Wireframes (Solution Design)• Development• Testing• Deployment• Iterate CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 29. Client Mobile StrategyIf All Else Fails…Overview:• Focus on experience outcomes and users...not specs & tech! Did you know?• I strongly recommend a discovery period be included within an RFP or project initiative. 69% agree that if a brand name• Focus on What, Why…think about How later. mobile app is not useful, helpful, or easy-to-use, it results in a • Tip! Your internal dev team, agency or tech partner needs to be willing to work with you on modifications so you can adapt to mobile user needs. negative perception of the Define and map the experience, sketch storyboards, wireframes and brand…and 32% will tell **then** develop the mobile application. others.—Harris Interactive• Focus on navigation by user need…not corporate structure.• It‘s not just about making things smaller…make things simple and effective.• If you are starting mobile and full-site…have you thought about starting with mobile?• Start small and iterate…you can‘t afford bad ratings and word-of-mouth.• What is the compelling reason for using this feature on a mobile device?• Plan for frequent updates, ongoing support…and take advantage of each opportunity you are given in front of users.• Use fixes as an opportunity to re-message value to users with a new feature.• UI differences can manifest even within a brand…ex: touch Blackberry vs. roller ball. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 30. Client Mobile StrategyIf All Else Fails…Overview:• Apple upholds rigid app development guidelines and approval process with Did you know? iTunes/App Store distributing. Consider submission approval times (2-3 weeks) when planning. You may be able to leverage internal Apple resources to help When test participants used sites expedite and even promote! designed specifically for mobile• Will this feature actually work effectively? Differentiate between technical devices, success rate averaged accomplishments and real-world experience successes. 64%, which is substantially• Just because you can do something, doesn‗t mean you have to...or that users will higher than the 53% recorded for see value in it. using "full" sites — that is, the• Are there existing services or products you can integrate? Ex: Registration, same sites that desktop users check-ins, social, etc. see.—Jacob Nielsen, UseIt.com• Pay close attention to rotation requirements for apps/tablets. Is it necessary?• Aggressive auto-completion or anything else that will save typing.• Copy is design…and less is more.• Watch timeline and adequately address risk…100% bug-free is often elusive.• Engage in effective risk management. Always have a Plan B.• Test…Test…Test. Early, often and with anyone that will participate. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 31. Client Mobile StrategyANALYTICS PROVIDES INSIGHT CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 32. Client Mobile StrategyMOBILE SEO1. Mobile Web User Requirements are DifferentPhones are not used like PC‘s2. Mobile Search Engine Behaviors are DifferentJust as mobile web users are different, most mobile-specific search engines (such as Google Mobile,Jumptap, Medio, Taptu) are also built in different ways.3. Mobile Web User Activity is DifferentEarly industry benchmarks show that mobile usersconduct their searches using a disproportionately highvolume of brand names and more obviously, location oractivity-based phrase categoriesKey PointsUnderstand the mobile-specific search phrases andcategories that your mobile audience is using andoptimize your content around these terms. Tip! Take the lessons you learned in traditional SEO and begin establishing a stronghold in theSubmit your site to all of the most relevant portals, emerging mobile search market share.directories and business listings services as these placesare also extremely important sources of mobile traffic. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 33. 02 Case Study-ATP World Tour CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 34. ATP World TourAlways ConnectedMobile and App Overview CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 35. The TaskThe ATP launched a new Digital Platform in 2009on Sitecore with Digitaria. The goal was toengage users on almost all devices byimplementing a more efficient ContentManagement System that distributed content to alltheir current and future channels. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 36. ATP MobileHTML and Webkit CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 37. m.ATPWorldTour.comLeveraging a proven model, Digitaria createda Mobile version of the ATP web site that willallow almost all mobile users to view the ATPsite, player stats, video and other content in amobile optimized environment. This willdisplay properly on all smartphones and agood majority of non-smart phonesdistributed in the last 3 years.We ensure the following mandatories arealso met for a delivery a mobile experience:• The ever-changing technology landscape doesnt result in investments becoming redundant.• The existing infrastructure can be leveraged to provide mobile solutions.• Mobilization doesnt affect the performance of existing critical digital properties and integrations. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 38. Adobe AirDigitaria partnered with Adobe to build anAIR application for the ATP promoting nextgeneration Flash technology. ATP WorldTour Live Connection can now easily port topopular operating systems in smartphones,tablets and Internet enabled TVs usingAdobe AIR technology.Through these multiple devices, the ATPbrand can continue to expand across theworld and support the growing fan base andorganization alike. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 39. Preinstalled App OnIntel NotebookFree Download at the AppUp Store by Intel CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 40. Leveraging SitecoreSmart App Development CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 41. Leveraging Sitecore CMSWithin the administrative portal of ATPworldtour.com, the ATP can update key areas of content for the PlayBookand Notebook independently to connect with the fan base and increase sponsorship opportunities. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 42. Multiple Channel Publishing CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
  • 43. Q&A Session Give us your feedback on this webinar! Visit www.surveymonkey.com/s/MobileWebinar to take a quick survey.Additional info can be found at: UPCOMING SITECORE WEBINAR: www.sitecore.net Why Your Marketing Strategy Needs HEROes to Reach and Engage CustomersFollow-up & connect: Free Webinar presented by Josh Bernoff, Greg Zapar, Sr. Digital Strategist best-selling author of Groundswell and greg.zapar@digitaria.com Empowered John VanSpyk, GM Sports North America: March 24, 2:00 PM ET john.vanspyk@digitaria.com Europe: April 6, 15:00 CET Register at: www.sitecore.net/HEROes