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Uncle Sam Wants You (To Optimize Your Content For Mobile)

President Obama recently directed all government agencies to optimize their content for mobile, saying "Americans deserve a government that works for them anytime, anywhere, and on any device." Government has a responsibility to make its content available to all Americans equally. What about your organization? If the government has mandated its agencies to develop a content strategy for mobile, isn't it time you did too? In this session, Karen will discuss why it's important to think holistically about publishing your content in whatever channel or device your customer wants to consume it — and what the risks are in not making content accessible to mobile users. Already convinced it's important? She'll also explain how to get started with your mobile content strategy, defining what you want to publish, what the relationship should be between your mobile and desktop site, and how your editorial workflow and content management tools need to evolve.

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Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
There is no reason for any individual
  to have a computer in his home.




                     —Ken Olsen,
                     CEO of Digital Equipment Corp.

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Uncle Sam Wants You (To Optimize Your Content For Mobile)

  • 6. There is no reason for any individual to have a computer in his home. —Ken Olsen, CEO of Digital Equipment Corp.
  • 7. There is no reason anyone will need to do that on mobile. —Your company, probably
  • 11. In industry after industry, the new technologies that had brought the big, established companies to their knees weren’t better or more advanced — they were actually worse. The new products were low-end, dumb, shoddy, and in almost every way inferior.
  • 18. 20% OF AMERICANS HAVE NO INTERNET ACCESS AT ALL. 35% HAVE NO INTERNET ACCESS AT HOME.
  • 19. 29% OF BLACK AMERICANS HAVE NO INTERNET ACCESS. 51% ACCESS AT HOME. HAVE NO BROADBAND
  • 20. 32% OF HISPANIC AMERICANS HAVE NO INTERNET ACCESS. 49% ACCESS AT HOME. HAVE NO BROADBAND
  • 21. OF AMERICANS WHO MAKE 38% LESS THAN $30,000 PER YEAR HAVE NO INTERNET ACCESS. 59% HAVE NO BROADBAND ACCESS AT HOME.
  • 22. 46% OF AMERICANS WITH A DISABILITY HAVE NO INTERNET ACCESS. 59% HAVE NO BROADBAND ACCESS AT HOME.
  • 23. 57% OF AMERICANS WITH NO HIGH SCHOOL DIPLOMA HAVE NO INTERNET ACCESS. 88% HAVE NO BROADBAND ACCESS AT HOME.
  • 25. MOBILE OWNERSHIP 85% 88% 2009 2012 2009 2012
  • 26. MOBILE OWNERSHIP MOBILE INTERNET USE 85% 88% 55% 31% 2009 2012 2009 2012
  • 27. SMARTPHONE ADOPTION 45.6 42.7 32.7 55.3 54.4 57.3 67.3 44.7 White Black Hispanic Asian SMARTPHONES FEATURE PHONES
  • 29. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 30. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 31% OF ALL AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 31. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 39% OF NO-COLLEGE AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 32. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 43% OF LOW-INCOME AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 33. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 42% OF HISPANIC AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 34. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 51% OF BLACK AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 35. Mobile was the final frontier in the access revolution. It has erased the digital divide. A mobile device is the internet for many people. — Susannah Fox, Pew Research
  • 45. THE AMERICAN REVOLUTION (NOW AVAILABLE ON MOBILE)
  • 47. THIS
  • 48. Americans deserve a government that works for them anytime, anywhere, and on any device.
  • 49. DIGITAL GOVERNMENT: BUILDING A 21 ST CENTURY PLATFORM TO BETTER SERVE THE AMERICAN PEOPLE MAY 23, 2012
  • 50. The Federal Government must also focus on the fundamentals of customer-centric design.
  • 52. 1.Conduct research to understand the customer’s business, needs, and desires
  • 53. 1.Conduct research to understand the customer’s business, needs, and desires 2.Make content more available and accessible through multiple, device-
  • 54. 1.Conduct research to understand the customer’s business, needs, and desires 2.Make content more available and accessible through multiple, device- 3.Make content more accurate and understandable by maintaining plain language and content freshness
  • 55. 1.Conduct research to understand the customer’s business, needs, and desires 2.Make content more available and accessible through multiple, device- 3.Make content more accurate and understandable by maintaining plain language and content freshness 4.Offer easy paths for feedback to ensure we continually improve service delivery
  • 56. RESEARCH + PLANNING 2.Make content more available and accessible through multiple, device- 3.Make content more accurate and understandable by maintaining plain language and content freshness 4.Offer easy paths for feedback to ensure we continually improve service delivery
  • 57. RESEARCH + PLANNING ADAPTIVE CONTENT 3.Make content more accurate and understandable by maintaining plain language and content freshness 4.Offer easy paths for feedback to ensure we continually improve service delivery
  • 58. RESEARCH + PLANNING ADAPTIVE CONTENT WRITING + EDITING 4.Offer easy paths for feedback to ensure we continually improve service delivery
  • 59. RESEARCH + PLANNING ADAPTIVE CONTENT WRITING + EDITING MOBILE GOVERNANCE
  • 60. US GOV MOBILE ROADMAP
  • 61. US GOV MOBILE ROADMAP WITHIN THREE MONTHS: Engage with customers to identify the highest priority services to optimize for mobile.
  • 62. US GOV MOBILE ROADMAP WITHIN THREE MONTHS: Engage with customers to identify the highest priority services to optimize for mobile. WITHIN ONE YEAR: Make two key services available on mobile
  • 63. US GOV MOBILE ROADMAP WITHIN THREE MONTHS: Engage with customers to identify the highest priority services to optimize for mobile. WITHIN ONE YEAR: Make two key services available on mobile WHEN PRACTICAL: Publish a plan for improving additional
  • 64. BABY STEPS VS. LONG TERM
  • 65. The biggest thing is, you have to have a content strategy in place. You have to know the end state you want. — Gerard Gober, Comcast
  • 66. RESEARCH + PLANNING ADAPTIVE CONTENT WRITING + EDITING MOBILE GOVERNANCE
  • 67. Adaptive content is flexible, so it can adapt to different screen sizes and can be presented in different formats as appropriate for the device.
  • 69. We need to treat all content as data, turning any unstructured content into structured data, then ensure all structured data are associated with valid metadata.
  • 70. 43% OF FEDERAL AGENCIES DO NOT USE A CMS TO PUBLISH ONLINE CONTENT.
  • 78. Rather than thinking primarily about the final presentation—publishing web pages, mobile applications, or brochures— government agencies need to take an “information- centric” approach.
  • 79. These three layers PRESENTATION LAYER separate information Websites + Apps creation from information presentation— PLATFORM LAYER allowing us to create Systems + APIs content and data once, and then use it in different ways. In effect, this model INFORMATION LAYER Data + Content represents a fundamental shift from the way our
  • 81. TREAT CONTENT AS A SERVICE
  • 82. Providing information through web APIs helps us architect for interoperability and openness, and makes data assets freely available for use within agencies, between agencies, in the private sector, or by citizens.
  • 83. Just look at how the government’s release of GPS and weather data fueled billion dollar industries.
  • 84. C O N T E N T P R O V I D E R S M U S I C P A R T N E R S NPR, Open Content and API’s, O’Reilly Oscon 60
  • 85. RESEARCH + PLANNING ADAPTIVE CONTENT WRITING + EDITING MOBILE GOVERNANCE
  • 86. Federal agencies are required to write all new publications, forms and publicly distributed documents in a “clear, concise, well-organized” manner.
  • 87. MOBILE IS A CATALYST
  • 90. We felt it was a life-saving imperative to have all of our content on mobile. — David Balcom, American Cancer Society
  • 95. It’s not that it was designed and written for mobile, it's just good content. — David Balcom, American Cancer Society
  • 99. We now have an opportunity to break free from the inefficient, costly, and fragmented practices of the past, build a sound governance structure for digital services, and do mobile “right” from the beginning.
  • 100. YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO ACCESS YOUR CONTENT. THEY DO.
  • 101. There’s no wrong door for accessing government services. — Federal CIO Steven VanRoekel
  • 102. DISRUPTIVE TECHNOLOGIES EVENTUALLY GET GOOD. OR THEY REDEFINE WHAT GOOD IS.
  • 103. Ultimately, this strategy aims to be disruptive. It provides a platform to fundamentally shift how government connects with, and provides services to, the American people. — Federal CIO Steven VanRoekel
  • 104. DO MOBILE RIGHT. RIGHT FROM THE START.
  • 105. I want us to ask ourselves every day, how are we using technology to make a real difference in people’s lives?