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Goin' Mobile - Maine PR Council Webinar
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Goin' Mobile - Maine PR Council Webinar

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Webinar to the Maine Public Relations Council on how to understand mobile devices and how people use them to effectively incorporate mobile communications into an overall strategy.

Webinar to the Maine Public Relations Council on how to understand mobile devices and how people use them to effectively incorporate mobile communications into an overall strategy.

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Goin' Mobile - Maine PR Council Webinar Goin' Mobile - Maine PR Council Webinar Presentation Transcript

  • Goin’ Mobile:What PR pros need to know MPRC Webinar Series www.meprcouncil.org pleinairinteractive.com
  • pleinairinteractive.com
  • welcome...To participate:hello@pleinairinteractive.com pleinairinteractive.com
  • plein air interactiveAn interactive agency for museums... Online communications strategy Bulletproof design/branding Easy content management Mobile tours/apps/sites e-commerce pleinairinteractive.com
  • Questions... How many of you have a computer? Smartphone? Tablet? pleinairinteractive.com
  • Questions... Do you already offer an optimized mobile experience? Are you planning on doing so in the next 6 months? pleinairinteractive.com
  • Today’s Agenda Mobile User Experience (what’s different?) Keys to a successful mobile user experience Designing for the mobile user experience Mobile Strategy Tips Resources Q&A pleinairinteractive.com
  • Why care about mobile?Professional communicators need to know howpeople use mobile devices so that they areprepared to effectively present their messagesand create understanding. pleinairinteractive.com
  • Why care about mobile? pleinairinteractive.com
  • Why care about mobile? 25B downloads from Apple Store; 1B/month Tablet ownership: 10% > 20%... 20% > 29% (Pew) More mobile users than PC users by 2015 More m-commerce than e-commerce by 2015 (Gartner) 15M iPads, 4M Kindle Fire’s sold during Holiday period pleinairinteractive.com
  • Why care about mobile? 12.6 Million iPhone users visit Google Maps every day (7.6 Million Android users) 60% of of smartphones run Android, 34% run iOS (source: Canalys) -- but iPhones account for half the traffic 40% of mobile searches are for local places or things pleinairinteractive.com
  • Mobile Devices Smart phone pleinairinteractive.com
  • Mobile Devices Tablets pleinairinteractive.com
  • Mobile Devices Laptops (yes, laptops) pleinairinteractive.com
  • What analog device did they replace? Computer Tablet Smartphone pleinairinteractive.com
  • What analog device did they replace? Computer = typewriter Tablet = book Smartphone = “dumb” phone pleinairinteractive.com
  • When do we use them? (context) Computer Tablet Smartphone pleinairinteractive.com
  • Device Context Computer = work Tablet = reading, casual Smartphone = immediate, location sensing pleinairinteractive.com
  • Computer - Tasks Build a website Write a book BUY CREATE pleinairinteractive.com
  • Tablet - Tasks View a website Read a book BUY CONSUME information pleinairinteractive.com
  • Smartphone - Tasks Its “killer app”: killing time Check in: foursquare, email, call, Facebook, Twitter Communicate immediately: Facebook, Twitter, Instagram, Pinterest Gather data about a location BUY? CONSUME + CONNECT pleinairinteractive.com
  • GamesWeatherSocial networkingMaps, navigation, searchMusicNewsEntertainment Most frequentVideo, moviesShopping/retail mobile tasksDining/restaurantSportsProductivityCommunicationTravel pleinairinteractive.com
  • NewsWeatherEmailSocial mediaPersonal Interest Top 5 mobile app categories pleinairinteractive.com
  • Computer - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
  • Smartphone - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
  • Tablet - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
  • What do we use to buy? 83% - computer owners 63% - tablet owners 31% - smartphone (impulse buys) - JumpTap/comScore pleinairinteractive.com
  • What do people buy? Event tickets - 38% Daily deals - 38% Apparel - 36% Travel/books/games/movies - 33% Consumer electronics - 32% Flowers + gifts -30% Toys - 30% General services (photo printing, shipping, etc.) - 26% Consumer packaged goods - 25% - JumpTap/comScore pleinairinteractive.com
  • Who buys? Tablets: 67% of men 39% of women Smartphones: 39% of men 23% of women - JumpTap/comScore pleinairinteractive.com
  • Who buys? iPhones + iPads = 92% of all mobile purchases during the 2011 Holidays Average purchase is higher with iOS devices: $123 vs. $101 for Android devices - RichRelevance pleinairinteractive.com
  • Native or Web? Only 4% of consumers said they prefer to use a company’s (native) app - Zmags survey 25% of all native apps are used just once (Localytics) People prefer b/c they can more easily comparison shop pleinairinteractive.com
  • (not) Going Native Expense will increase (more devices to test) HTML5 will improve capabilities Better integration with the full web For now, build native apps. Eventually, though, apps will move from “the store” to the Web - Jakob Nielsen, http://www.useit.com/alertbox/mobile-sites-apps.html - 2/13/12 pleinairinteractive.com
  • 6 keys to a successfulmobile user experience Do a mobile task analysis Define your strategy for mobile UX Adopt mobile style guidelines Use prototypes to validate mobile UX Build in mobile accessibility Test on target devices pleinairinteractive.com
  • Mobile Task Analysis What do you want people to do? Where will they be when they are doing it? (what’s the context) When will they be doing it? Create personas and write up use cases pleinairinteractive.com
  • Define Describe your target audience’s needs, context - understand them Outline their tasks - and how you’re app helps them accomplish them Define the architecture (getting started...messages...context- sensitivity...accessibility) List target mobile devices pleinairinteractive.com
  • Typical Mobile Tasks Managing Deadlines Rapid Change Business Information (reference) Directions (location) Public transportation Emergencies Communication (checking in) pleinairinteractive.com
  • Typical eReader Tasks Organize Share READ! pleinairinteractive.com
  • TouchPressTapDragFlick Touch TermsSlideSwipePinchRotateZoom - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1071 pleinairinteractive.com
  • Mobile Messages - signals Getting started Tour Progress Demo (examples) Friendly error messages Confirmation messages (but not too many) pleinairinteractive.com
  • Mobile design techniques “Detect and direct” Responsive Web Design pleinairinteractive.com
  • pleinairinteractive.com
  • Detect and DirectDetect the device and show custom mobile site: Feed a different set of templates/HTML (at same URL) Feed a different style sheet (but use same markup) at same URL Redirect to a mobile site “m.mysite.com” pleinairinteractive.com
  • Examples - detect and direct www.pleinairinteractive.com www.walkerart.org mobile.boston.com www.imamuseum.org/mobile pleinairinteractive.com
  • Responsive Web DesignUse a single codebase to render a site: Media queries Fluid grids Flexible images and media, through dynamic resizing or CSS pleinairinteractive.com
  • Responsive Web Design <link rel="stylesheet" type="text/css" media="screen and (max-device-width: 480px) and (resolution: 163dpi)" href="shetland.css" /> pleinairinteractive.com
  • Examples - Responsive Web Design www.happycog.com www.crushlovely.com curator.pleinairinteractive.com pleinairinteractive.com
  • Mobile Usability “Design for mobile first.” - Luke Wrobleski “If in doubt, leave it out.” - Jakob Nielsen “Make it tapworthy.” - Josh Clark pleinairinteractive.com
  • Best Practices for Mobile pleinairinteractive.com
  • Make the most of small screens Make tasks obvious Reduce words - be a ruthless editor Plan for partial attention Design to focus on critical content pleinairinteractive.com
  • Provide what they needwhen they need it “Progressive Disclosure” Quick access to easy/common tasks pleinairinteractive.com
  • Minimize typing Include defaults Compute field values Drop-downs, not text boxes Auto-complete Allow for typoes Make text boxes big enough Provide error recovery and confirmation (“undo”, “are you sure?”) pleinairinteractive.com
  • Consider ergonomics Phones are used with one hand, standing up Tablets are used with two hands, sitting down pleinairinteractive.com
  • Consider context Who will be using this app? What will they be doing? Where will they be? When will they be doing it? Why will they be doing it? pleinairinteractive.com
  • Design the tappable area Space between touchpoints Size of touchpoint: Apple: 44x44 pixels (“fingertip size”) Microsoft: 38x38 Google/Android: density-dependent, enables scaling pleinairinteractive.com
  • Trends to watch Augmented reality Artificial intelligence Image recognition Biometrics Transactions HTML5 Native >> Web pleinairinteractive.com
  • Strategy Create: Digital Engagement pleinairinteractive.com
  • Strategy Know your audience Analyze your audience You need a mobile-friendly website Editorial response plan for social media Have a dashboard to improve awareness + response time Use a smartphone (iPhone) like a boss pleinairinteractive.com
  • Get them to your site pleinairinteractive.com
  • Don’t..... pleinairinteractive.com
  • Don’t..... wtfqrcodes.com pleinairinteractive.com
  • Don’t say.... Click here! pleinairinteractive.com
  • Tools/Apps Buffer - bufferapp.com - scheduled posting to Twitter, FB, LinkedIn and analytics Twylah - twylah.com - increases engagement Tumblr - tumblr.com - post images, messages from mobile devices Instagram - instagram.com - Post photos, cross-post to Facebook, Twitter Foursquare - foursquare.com - check ins pleinairinteractive.com
  • Must-read books Mobile First - Luke Wrobleski Alertbox - Jakob Nielsen (mobile usability) UIE.com - Jared Sprool (mobile articles, webinars) Tapworthy: Designing Great iPhone Apps - Josh Clark eBooks: Ann Rockley, Charles Cooper pleinairinteractive.com
  • Resources Luke Wrobleski - ideation and design: http://www.lukew.com/ff/ Mobile first: http://www.abookapart.com/products/mobile-first Alertbox: http://www.useit.com/alertbox/ eBooks 101: http://www.ebooks101book.com Responsive Web Design: http://www.abookapart.com/products/ responsive-web-design Touch gesture reference guide, stencils: http://www.lukew.com/ff/ entry.asp?1071 User Interface Engineering - webinars, articles: http://www.uie.com/ pleinairinteractive.com
  • Q&Ahello@pleinairinteractive.com pleinairinteractive.com
  • Thank you Rob Landry rob@pleinairinteractive.com www.pleinairinteractive.com @portlandhead, @gopleinair facebook.com/gopleinair linkedin.com/in/robertarthurlandry pleinairinteractive.com