Ektron Mobile Revolution webinar
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  • Tom
  • Tom
  • Develop for mobile first, desktop 2nd
  • 1) Mobile is exploding Luke made this point in late 2009 and its even more true today given consumers insatiable appetite for all things smartphone and tablet. It's clear that mobile is well past the tipping point of consumer adoption, and has forever changed computing.2) Mobile forces you to focus While expanding screen resolutions and increased browser capabilities appeal to designers and developers, often the net result is a website that resembles an episode of Hoaders, with distracting content, unnecessary links, and an overall poor user experience. Just because you can doesn't mean you should. Instead, Luke argues, the user experience should begin with the most important audience, the users. Designing for mobile first requires a minimalist, zen-list approach to design that focuses on the key tasks users hope to achieve.3) Mobile extends your capabilities Today's mobile browser goes well beyond the native capabilities of most desktop browsers. For example, iOS and Android devices provide real-time location information via integrated GPS. iOS Users swipe and touch instead of point and click. Newer Android devices support "Near Field Communication", providing news ways to connect mobile computing to the physical world, like sending payments or even replacing the traditional hotel key. Marketers have a massive opportunity to leverage mobile device capabilities to drive new levels of engagement.
  • What you want is more sales and what I want is to accomplish a task

Ektron Mobile Revolution webinar Presentation Transcript

  • 1. The Mobile RevolutionMove Beyond Mobile Friendly and Engage Mobile Visitors
    Tom Wentworth
    CMO
    Ektron
    Mark Jarvis
    April Hobbs Nutter
    Morehead State University
  • 2. Agenda
    The undeniable business case for treating mobile as a primary customer channel
    Mobile friendly or mobile first? A maturity framework.
    The shift from desktop to mobile- a case study from Morehead State University
    Resources and next steps
  • 3. Tweet questions and comments during (and after) the webinar to #mobilerevolution
  • 4. 54.3 Million People in the
    United States own smartphones
    Source: ComscoreMobilens
    http://www.flickr.com/photos/pictfactory/2796367140
  • 5. Mobile usage will eclipse
    desktops by 2013
    Source: Gartner
  • 6. Good luck finding an
    iPad 2
  • 7. January 2011 “Tablets Will Grow As Fast As MP3 Players”
    Tablets Will Reach 82 Million US Consumers By 2015
  • 8. Have you looked at your analytics data lately?
    Source: ektron.com
  • 9. The Four F’s of Mobile Maturity
  • 10. Failure
  • 11. Source: http://blog.kissmetrics.com/loading-time/
  • 12. The Four F’s of Mobile Maturity
  • 13. Focus
  • 14. The Four F’s of Mobile Maturity
  • 15. Mobile Friendly
  • 16. The Four F’s of Mobile Maturity
  • 17. What’s Mobile First?
    Mobile is Exploding
    Mobile Requires Focus
    Mobile Extends your capabilities
  • 18. Put the Customer First
  • 19. “Google programmers are doing work on mobile applications first, because they are better apps and that’s that top programmers want to develop”
    – Eric Schmidt, former Google CEO
    “We’re just now starting to think about mobile first and desktop second for a lot of our products”
    – Kate Aronowitz, Design Director of Facebook
    “We really need to shift now to start thinking about building mobile first. This is an even better shift than the PC revolution.”
    – Kevin Lynch, CTO Adobe
    http://www.flickr.com/photos/toasty/3538820892/
  • 20.
  • 21. Presenters
    Mark Jarvis, Senior Web Shared Services Administrator
    Office of Information Technology
    m.jarvis@moreheadstate.edu
    April Hobbs Nutter, Web Marketing Director
    Office of Communications & Marketing
    a.nutter@moreheadstate.edu
  • 22. About Morehead State University
    Founded in 1887
    Enrollment – approximately 9,000 students
    Public Regional University
    Location – 1 hour east of Lexington, KY and 1 hour west of Huntington, WV on the edge of the Daniel Boone National Forest in Morehead, KY
    Average class size – 19 students
    Ranked for the 7th consecutive year as one of the top 20 public regionals in U.S. News & World Report
    Morehead State is d than you might expect!
  • 23. About the MSU Website
    Managed by the Office of Communications & Marketing with support from the Office of Information Technology – Web Shared Services
    First deployment with Ektron (CMS300) in 2004
    Contracted with Ektron for an upgrade to version 8 with new site construction; new design launched in October 2010
    Uses Ektron-developed templates for flexible design
    More than 200 content contributors manage content on Ektron CMS400
  • 24. Redesign 2010
    2004 needed a new look; the content needed an overhaul
    We needed to evolve to meet the needs of our customers – prospective students and their families, donors and friends of MSU.
    Refocused our external site – www.moreheadstate.edu – on these key audiences. Working to move our internal content to MyMoreheadState portal.
    New design needed to include flexible templates for homepage, academic sites, services, etc., including delivery of content for mobile devices.
  • 25. Why Mobile Matters at MSU
    Increased use of mobile devices (iPhone, iPad, Droid, Android and Blackberry) on MSU’s site (thanks to Google Analytics)
    Statistics show that’s how our target demographic (prospective 16-18 year olds) look for content
    Requests from departments and offices for “mobile-friendly” version of their sites
    “Mobile-friendly” means making sites easier to use – with a mobile device or not, by focusing on simple navigation, user-friendly language and clear and accurate content
  • 26. How We Made Our Website Mobile
    Using Ektron CMS400 Flex Template – our site isn’t just “mobile-friendly” – every page on the new site is delivered in a template specifically for mobile devices.
    Our site auto detects if a user has a mobile device and automatically delivers the mobile version (with option for full site).
    Content is created in the CMS and uses different templates to deliver the content in standard (content.aspx), mobile (mobile.aspx), or other custom formats. So, only one point of content entry for the contributor.
    The content and the design are separate; allowing us to have much more flexibility with how we display content.
  • 27. MSU Website
  • 28. MSU Website – Mobile View
    Uses menu technology to deliver a mobile-specific
    homepage.
    Menu includes text and icons
    Links include most popular sites
    Mobile template designed to look like an app
    Full site view available at bottom of screen
  • 29. How We Made Our Website Mobile
    The mobile template by default displays the content block of the page and moves the navigation menu below to keep them mobile friendly.
    Our mobile homepage is built using a custom navigation menu and does not include a content block.
    2 options to enhance the mobile experience:
    1. All content on our site can be rendered using the mobile template (example: MSU News site).
    or
    2. A “custom” site can be delivered using menus, without recreating content (example: MSU Homepage and Dept. of Music, Theatre and Dance.)
  • 30. MSU Website – News and Mobile News
    Standard content template Mobile template
  • 31. MSU Website – Mobile News Release
    In the mobile version, the menu appears under the content, for easy navigation.
    The template redelivers the content for mobile – no need for the contributor to do a separate version.
  • 32. How We Made Our Website Mobile Friendly
    Contributors may create custom mobile sites using navigational menus. A mobile redirect (set in the configuration smart form) sends mobile visitors to the custom mobile site instead of displaying the content block and default navigation menu in the mobile template.
    Our entire site is mobile-friendly, but by using menus we can deliver what appear to be custom mobile sites, without recreating any content.
  • 33. How We Made Our Website Mobile
    This custom menu is used as the mobile version of our home page – just menu items, no new content – with an icon and link for each item.
  • 34. How We Made Our Website Mobile
    This is our Department of Music, Theatre and Dance (MTD) site. In the next slide, we’ll show you this same menu displayed as their “mobile site” compared to viewing this exact page on a mobile device.
  • 35. How We Made Our Website Mobile
    1
    2
    3
    Screen shots 1 & 2 are the mobile view of the MTD site; #3 shows an alternative mobile site for MTD, using the menu as the mobile site.
  • 36. What Have We Learned?
    Check your stats (we recommend Google Analytics) – you may be surprised how many mobile users you have.
    Instead of doing a mobile version, just make your entire site mobile ready using flexible templates. Manage the content in one location and use templates for standard, mobile, etc.
    Handy tool for testing: Firefox User Agent Switcher (let’s you simulate iPhone view in your browser)
    Flexible templates can provide brand and design consistency from standard to mobile.
    When designing pages and creating navigation – simpler is better – mobile or standard.
    Give users options: view full site, navigation, search tools.
  • 37. What Have We Gained?
    This is a comparison of Nov. 2009-May 2010 compared to Nov. 2010-May 2011. Our new site launched at the end of October 2010.
    Much more mobile traffic! Thanks to the new site (and to our men’s basketball and the NCAA Tournament win over the University of Louisville – March 17, 2011).
  • 38. What Have We Gained?
    Stats showing the top 6 devices. Traffic has increased dramatically from 2009-10 to 2010-11.
    This demonstrates why you should be not just thinking mobile, but doing mobile.
    Our applications and acceptance rates are up considerably too, especially among key demographics.
  • 39. Much More Information
    Website: http://www.moreheadstate.edu
    Mobile Website: http://www.moreheadstate.edu/mobile.aspx
    Mark Jarvis, Senior Web Shared Services Administrator
    Office of Information Technology
    m.jarvis@moreheadstate.edu
    April Hobbs Nutter, Web Marketing Director
    Office of Communications & Marketing
    a.nutter@moreheadstate.edu
  • 40. Ektron at a Glance
    Company
    • Founded in 1998
    • 41. Worldwide operations
    • 42. Over 3,000 customers and 12,000 sites
    Solutions
    • Web content management
    • 43. Marketing optimization
    • 44. eCommerce
    • 45. Social business
  • Resources
    Mobile Revolution slides
    http://slideshare.net/ektron
    Mobile First – Luke Wroblewski
    http://www.lukew.com/ff/entry.asp?933
    Why the “Web Versus Application” debate is Irrelevant
    http://blogs.forrester.com/thomas_husson/11-05-03-why_the_web_versus_application_debate_is_irrelevant
    How Loading Time Affects Your Bottom Line
    http://blog.kissmetrics.com/loading-time/
  • 46. Continue the conversation at #mobilerevolution