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Mobile Optimisation - Arts & Events Marketing
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Mobile Optimisation - Arts & Events Marketing

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Creating a mobile optimised experience takes more than just ‘making everything smaller’ – there are key considerations, use cases and opportunities that are unique to the mobile web environment; ...

Creating a mobile optimised experience takes more than just ‘making everything smaller’ – there are key considerations, use cases and opportunities that are unique to the mobile web environment; all of which should be considered when taking your next step on your mobile strategy.

This presentation looks at:

- how use of the mobile web differs from desktop

- how arts, cultural and events organisations can maximise the opportunities that mobile offers to engage with your audience

- what steps you need to take with your web designers and developers to make this a reality

- where mobile sits within broader digital, social media and content marketing strategies

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    Mobile Optimisation - Arts & Events Marketing Mobile Optimisation - Arts & Events Marketing Presentation Transcript

    • OPTIMISE WEBINAR: MOBILE OPTIMISATION FEBRUARY 2014
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE BEST USE THE MOBILE WEB TO ATTRACT & ENGAGE AUDIENCES?
 • HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP? • HOW DO WE MAXIMISE THE OPPORTUNITY OF THE MOBILE WEB? • HOW DO WE WORK WITH DEVELOPERS TO MAKE THIS A REALITY? • WHERE DOES MOBILE SIT WITHIN A BROADER DIGITAL, SOCIAL MEDIA OR CONTENT STRATEGY? 2
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHY MOBILE? the #1 method for accessing local information is the mobile device. higher-and-higher.com by 2015, more internet users will access the web through mobile devices than through the desktop. idc.com 88% of consumers searching on a mobile device will make a purchase within 24 hours. Google Mobile Ads juniper predicts that ‘near-field communication’ mobile tickets will represent more than 50% of all mobile ticketing revenue by 2016 intomobile.com 3
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP? 4
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP? AWARENESS RESEARCH Audience Journey mapping via connectarts.australiacouncil.gov.au BOOKING PREPARATION AT THE
 EVENT AFTER
 THE EVENT 5
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP? AWARENESS RESEARCH • First hearing about the event through a friend or other media
 • Finding out more about the event and deciding whether to attend
 • Word-of-mouth, enewsletters, social media • Search engines, organisation web site content, reviews, recommendations BOOKING • Buying a ticket to the event ahead of time
 • Online ticketing, seating plans Audience Journey mapping via connectarts.australiacouncil.gov.au PREPARATION AT THE
 EVENT AFTER
 THE EVENT • Anticipating the event and getting organised
 • Getting more information and sharing the experience
 • Reliving the experience and considering the next event
 • maps, journey planners, parking and restaurants • sharing comments & photos via social media; seeking more info about the artist / event • talking with others, recommending the event, planning next event 6
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP? AWARENESS RESEARCH BOOKING PREPARATION AT THE
 EVENT AFTER
 THE EVENT DESKTOP awareness & investigation - experiential • First hearing about the event through a friend or other media
 • Finding out more about the event and deciding whether to attend
 • Word-of-mouth, enewsletters, social media • Search engines, organisation web site content, reviews, recommendations • Buying a ticket to the event ahead of time
 • Online ticketing, seating plans Audience Journey mapping via connectarts.australiacouncil.gov.au • Anticipating the event and getting organised
 • Getting more information and sharing the experience
 • Reliving the experience and considering the next event
 • maps, journey planners, parking and restaurants • sharing comments & photos via social media; seeking more info about the artist / event • talking with others, recommending the event, planning next event 7
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP? AWARENESS RESEARCH BOOKING PREPARATION AT THE
 EVENT AFTER
 THE EVENT DESKTOP awareness & investigation - experiential MOBILE organisation & practical - utility • First hearing about the event through a friend or other media
 • Finding out more about the event and deciding whether to attend
 • Word-of-mouth, enewsletters, social media • Search engines, organisation web site content, reviews, recommendations • Buying a ticket to the event ahead of time
 • Online ticketing, seating plans Audience Journey mapping via connectarts.australiacouncil.gov.au • Anticipating the event and getting organised
 • Getting more information and sharing the experience
 • Reliving the experience and considering the next event
 • maps, journey planners, parking and restaurants • sharing comments & photos via social media; seeking more info about the artist / event • talking with others, recommending the event, planning next event 8
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP? MOBILE & TABLET USE PEAKS LATER IN THE DAY - HIGH LIKELIHOOD OF A SOCIAL ENVIRONMENT. Source: Google 9
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAXIMISE THE OPPORTUNITY OF MOBILE WEB? WHAT CONTENT SHOULD BE ON A MOBILE SITE? " What’s useful? 
 Consider all of the content you have on the web site, draw up a site map and a brief content audit, and mark off what you think is more useful on a mobile versus a desktop. 10
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAXIMISE THE OPPORTUNITY OF MOBILE WEB? WHAT CONTENT SHOULD BE ON A MOBILE SITE? " What’s difficult? 
 Look at the web site functions. Could people realistically use any forms, tables or lengthy text that is currently on your site? Are there functions that simply don’t work on a mobile? 11
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAXIMISE THE OPPORTUNITY OF MOBILE WEB? WHAT CONTENT SHOULD BE ON A MOBILE SITE? " What’s missing? 
 Decide what information would be very helpful for users on the go, in the vicinity of the venue, or those who are close to purchase. 
 For example: transport information, location, food & beverage (before and after), Twitter (for late breaking information), social feeds from other users (social proof of engagement). 12
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION QUESTIONS? 13
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAKE THIS A REALITY? WHAT IS A RESPONSIVE SITE? " A responsive web site is one that changes layout and style depending on where it is viewed. It is a single web site that displays different style sheets according to its environment. DESKTOP Source: sydneydancecompany.com Commonly, a responsive site has 2-3 “break points” desktop, tablet,mobile; occasionally more. MOBILE 14
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAKE THIS A REALITY? WHAT IS A MOBILE SITE? " A mobile web site is one that has been designed exclusively for a mobile browser. 
 
 DESKTOP Source: sydneyfestival.org.au It is effectively a second web site, one that replicates content but in a different mobile-optimised design. MOBILE 15
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAKE THIS A REALITY? RESPONSIVE SITE vs MOBILE SITE - WHICH IS BEST? USE RESPONSIVE WHEN: " USE MOBILE WHEN: " • there’s a good crossover of priority content between desktop and mobile, similar page layouts and structure • there’s markedly different content between desktop and mobile, dissimilar page layouts and structure " • you are starting from scratch with a new web site (responsive can be more economical) " • you need a mobile version of your current web site
 " • your current site doesn’t use any flash or old javascript • your current site uses any flash or old javascript 16
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAKE THIS A REALITY? OTHER DESIGN & DEVELOPMENT CONSIDERATIONS Do you also need a tablet solution?
 does your current site work well on iPad? check button sizes, text sizes, use of flash or old javascript, scrolling, frames and other functions How adaptable is your CMS? Is your content management system flexible enough to create mobile-specific content fields or otherwise allow you to deploy different content between mobile and desktop 17
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAKE THIS A REALITY? OTHER DESIGN & DEVELOPMENT CONSIDERATIONS Galaxy S4 1080 pixels x 1920 pixels (441ppi) iPhone 5 640 pixels x
 1136 pixels (326ppi) + 100s more … 18
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION HOW DO WE MAKE THIS A REALITY? OTHER DESIGN & DEVELOPMENT CONSIDERATIONS desktop tablet (portrait) smartphone tablet (landscape) 19
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? 20
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? WEB SITE 
 info, listings, interviews, context & commentary " global average 28% of all visits come from mobile, up to (and over) 50% for public events " mobile connection speeds more than doubled in 2013 21
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? WEB SITE FACEBOOK 
 info, listings, interviews, context & commentary community, content sharing & discussions global average 28% of all visits come from mobile, up to (and over) 50% for public events 48% of daily active users only use mobile devices 
 " " mobile connection speeds more than doubled in 2013 " " mobile devices account for 53% of Facebook’s advertising revenue 22
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? WEB SITE FACEBOOK 
 TWITTER info, listings, interviews, context & commentary community, content sharing & discussions time-specific announcements & conversations global average 28% of all visits come from mobile, up to (and over) 50% for public events 48% of daily active users only use mobile devices 
 " " mobile connection speeds more than doubled in 2013 " " mobile devices account for 53% of Facebook’s advertising revenue " " 76% of monthly active users use mobile devices " mobile devices account for 75% of Twitter’s advertising revenue 23
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? WEB SITE FACEBOOK 
 TWITTER YOUTUBE info, listings, interviews, context & commentary community, content sharing & discussions time-specific announcements & conversations interviews, previews & documentation global average 28% of all visits come from mobile, up to (and over) 50% for public events 48% of daily active users only use mobile devices 
 " " mobile connection speeds more than doubled in 2013 " " mobile devices account for 53% of Facebook’s advertising revenue " " 76% of monthly active users use mobile devices " mobile devices account for 75% of Twitter’s advertising revenue " " mobile accounted for 53% of all video traffic at the end of 2013 " 80% of YouTube traffic comes from outside the US 24
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? WEB SITE FACEBOOK 
 TWITTER YOUTUBE INSTAGRAM info, listings, interviews, context & commentary community, content sharing & discussions time-specific announcements & conversations interviews, previews & documentation " quick snapshots & behind the scenes access global average 28% of all visits come from mobile, up to (and over) 50% for public events 48% of daily active users only use mobile devices " 180 million monthly active users (doubled in 12 months) 
 " " mobile connection speeds more than doubled in 2013 " " mobile devices account for 53% of Facebook’s advertising revenue " " 76% of monthly active users use mobile devices " mobile devices account for 75% of Twitter’s advertising revenue " mobile accounted for 53% of all video traffic at the end of 2013 80% of YouTube traffic comes from outside the US " " " average user spends 4.2 hours a month on the service 25
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? conducted at research stage for events Source: Australia Council For The Arts 26
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? conducted during an event Source: Australia Council For The Arts
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY? conducted after an event Source: Australia Council For The Arts
    • OPTIMISE WEBINAR - MOBILE OPTIMISATION QUESTIONS? more stories at wearethenest.com creative projects for web, mobile & social
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