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Delighting mobile customers with content for apps, videos, and a social media campaign

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Delighting mobile customers with content for apps, videos, and a social media campaign, by Marta Rauch, @martarauch for STC Summit 2015, #STC15

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Delighting mobile customers with content for apps, videos, and a social media campaign

  1. 1. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Delighting Mobile Customers Content for Apps, Videos, and a Social Media Campaign Marta Rauch, Emily Hamer @martarauch #STC15 June, 2015
  2. 2. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 2
  3. 3. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Delight Mobile Customers • Develop mobile app content • Create a mobile video • Run a social media campaign • Get feedback • Communicate wins Find our slides here: http://www.slideshare.net/MartaRauch/presentations Develop effective mobile content, get feedback, communicate wins
  4. 4. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Mobile Content Oracle Confidential – Internal/Restricted/Highly Restricted Delight mobile customers
  5. 5. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Adapt your content • App store descriptions • Embedded in the app • Video script, captions • YouTube video, channel descriptions • Social media campaign • Blogs, marketing posts • Mobile-friendly library Tip: Leverage your content across multiple channels
  6. 6. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Develop app store descriptions Tip: Plan for app store content updates
  7. 7. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Develop app content • All text on mobile screens • Hints and tips in screens and fields • Messages Tip: Work with your UI and UX teams on all content
  8. 8. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Contribute to mobile tours
  9. 9. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Provide mobile-friendly content 9 Tip: Test on tablets and phones, portrait and landscape
  10. 10. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Edit ruthlessly Ask: •What is the primary purpose of this screen? •Will users know how to interact with it within three seconds? •Is the information too dense? What can be removed? - Rachel Hinman, http://rachelhinman.com/ Tip: Be sure help topics fit on the screen
  11. 11. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Provide a mobile-friendly library • Responsive-design using HTML5 and CSS3 • Easy to read on desktop, laptop, mobile devices • Links to YouTube video and mobile playlists
  12. 12. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Design with mobile in mind Looks great on desktops, laptops, and mobile devices Responds to: • computer or mobile device • screen size • operating system • portrait or landscape mode
  13. 13. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Encourage engagement • Add comments • Provide ratings • Recommend content • Create collections • Post to your social networks • Use enhanced search
  14. 14. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Provide End User License Agreements (EULAs) Link to End User License Agreement
  15. 15. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Mobile Video Delight mobile customers
  16. 16. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Showcase your app in a mobile video Convenient for mobile users Easy to watch on mobile devices Encourages downloads
  17. 17. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Sample mobile video requirements • iPad screencast • Camtasia for editing on a PC • Presenting on YouTube
  18. 18. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Sample mobile video plan • Use Reflector to get screencast from iPad to PC • Use Camtasia to edit video and produce to YouTube Tip: Reflector gives you high- quality screencasts
  19. 19. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Sample mobile video process 1.Start Reflector on PC 2.Connect PC and iPad to wireless network 3.Connect iPad with Mirroring to PC 4.Record screencast with Camtasia 5.Edit and publish video to YouTube Tip: Reflector comes with mobile skins to resemble the actual device
  20. 20. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Create mobile playlists Add playlists to YouTube channels Tip: A mobile playlist helps customers find your video
  21. 21. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Leverage your mobile video Highlight in blogs and social networks Show at conferences and demos Tip: Give your video URL and overview to sales and marketing
  22. 22. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Listen for posts about your video Top Pick on Frequency mobile video app Tip: Do a Google search for your product to find 3rd party posts
  23. 23. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Run a Social Network Campaign Delight mobile customers
  24. 24. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Post on social networks Leverage mobile content Post about the app, app stores, videos, library, docs, marketing pages, blogs… LinkedIn Twitter Facebook Google+ YouTube Tip: Adapt your content for different networks
  25. 25. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | From app store description to social networks Reuse mobile content
  26. 26. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Twitter Tip: Use hashtags to index posts for search results
  27. 27. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Facebook Tip: Use graphics to invite engagement
  28. 28. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Google+ Tip: Use Google+ to boost search results and SEO
  29. 29. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | YouTube Tip: Your Google+ posts display on YouTube, invite engagement
  30. 30. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Get Feedback Delight mobile customers
  31. 31. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Get feedback from customers • Questionnaires • Social networks • Communities, forums • Customer partner program Get buyin Set up team, project, timeline Get leads from marketing, sales Select representative customers Include a mix of products, releases Hold quarterly webcasts Tip: Start a customer partner program
  32. 32. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | • Which mobile devices do you use? • What type of help is most useful for apps? • What is your experience with in-product tours? Ask for feedback on mobile content
  33. 33. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | • Would you visit the library on a mobile device? Which devices? • What are your favorite features in the library? Comments Ratings, reviews, recommendations Collections Bookmarks Related resources Social network sharing Ask for feedback on mobile library
  34. 34. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | • What search terms do you use to find videos? • What information do you look for in a video? • What’s the best length for a product video? Ask for feedback on mobile videos
  35. 35. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | • Which social networks do you use? • What information do you like to see? • What are your favorite types of posts? Ask for feedback on social networks
  36. 36. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Feedback on mobile content “The mobile tour is great. It helps you get started, and has just the right amount of information.” “The mobile content and library are useful.” “I like being able to give feedback and add comments and reviews.”
  37. 37. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Feedback on social networks “I follow you on all of your social networks. I stay up-to-the-minute and get your RSS feed in my inbox.” “I follow you on LinkedIn and Google+. LinkedIn is my favorite network and I check it daily.” “I appreciate the great work you’re doing with social networks. The posts give me information in real-time to help customers upgrade.”
  38. 38. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | “I like seeing the product in use with a live demo in the video.” “Your YouTube channel is my go-to location for finding your videos.” “I subscribe to your video channel and get notifications when new videos come out.” Feedback on mobile video
  39. 39. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Communicate Wins Delight mobile customers
  40. 40. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Examples: • Engagement • Follower growth • Page views • Time on page • Actions • Downloads • Interview feedback Gather metrics
  41. 41. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Sources: – Twitter – Facebook – Bitly – Google+ and CircleCount – YouTube – Adobe Site Catalyst / Omniture Look at analytics Tip: Check out Twitter analytics!
  42. 42. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Check Facebook page insights Tip: Gather useful metrics with Facebook page insights
  43. 43. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Check Bitly stats Tip: Be sure to create and use Bitly links
  44. 44. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Check YouTube data Tip: Learn which devices viewers use to watch your videos
  45. 45. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Share highlights with management “The mobile tour is great. It helps you get started, and has just the right amount of information.” “I appreciate the great work you’re doing with social networks. The posts give me information in real-time to help customers upgrade.” “I like seeing the product in use with a live demo in the video. “ Tip: Show value and customer satisfaction to gain support for future projects
  46. 46. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Resources Delight mobile customers
  47. 47. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | • Marta Rauch SlideShare, http://www.slideshare.net/MartaRauch/presentations o Marta’s preso on social media strategies and tips o Marta’s article on setting up a Customer Partner program • Marta Rauch Pinterest boards: http://www.pinterest.com/martarauch/ • Developing User Assistance for Mobile Apps, by Joe Welinske • The Language of Content Strategy (includes Marta’s topic), by Scott Abel and Rahel Bailie • Managing Enterprise Content: A Unified Content Strategy, by Ann Rockley • Content Strategy for Mobile, by Karen McGrane • Responsive Web Design, Ethan Marcotte • Amy Schade, Video Usability: http://www.nngroup.com/articles/video-usability/ • Oracle Application Express – application used to build the mobile library • Twitter Analytics: https://analytics.twitter.com/ • Facebook Insights: https://www.facebook.com/business/news/pageinsights • CircleCount Google+ analytics: http://www.circlecount.com/ • Guy Kawasaki, What the Plus Google+ guide, http://www.guykawasaki.com/what-the-plus/ • Guy Kawasaki, Enchantment, http://www.guykawasaki.com/enchantment/ Selected Resources
  48. 48. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Tips if you’re just getting started with social media Get permission to post Review corporate and legal guidelines Monitor your company’s networks Identify social network allies in your company Find your customers Look for champions of your products Check your competitors’ networks http://www.slideshare.net/MartaRauch/rauch-innovations-inuserassistancewritersua2012
  49. 49. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Who will create content, post What types of posts, content When to post, frequency, response time Where you’ll post How to handle spam, negative posts Account names, branding, graphics, setup Campaign strategy Analytics Reporting Make a social media plan http://www.slideshare.net/MartaRauch/rauch-innovations-inuserassistancewritersua2012
  50. 50. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | • Develop mobile app content • Create a mobile video • Run a social media campaign • Get feedback • Communicate wins Delight mobile customers Develop effective mobile content, get feedback, communicate wins Find our slides here: http://www.slideshare.net/MartaRauch/presentations
  51. 51. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | •@martarauch @ETSHamer •Marta Rauch Emily Hamer •+Marta Rauch • Marta Rauch • Marta Rauch Connect with us! Thanks to everyone in the room and virtual attendees!
  52. 52. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Emily Hamer is a Principal Information Developer at Oracle. She works with teams to develop content and video-based user assistance for Public Sector Planning and Budgeting and mobile and cloud products. Emily enjoys launching social media campaigns to introduce new products, showcase functional enhancements, and engage customers. About the Speaker
  53. 53. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Marta Rauch is a senior principal information developer at Oracle, where she leads mobile, cloud, and REST API projects. She enjoys participating in design jams and developer challenges for beacons and the next generation of mobile, wearable technology. Marta advocates mobile usability, and provided UX and beta feedback for augmented reality mobile apps for iPad and Android. A frequent presenter for conferences and webinars, Marta has published articles for IEEE, HCII, STC Intercom, and CIDM Best Practices. She contributed information to Developing User Assistance for Mobile Apps, by Joe Welinske. Her augmented reality topic is in The Language of Content Strategy by Rahel Bailie and Scott Abel. An STC Associate Fellow, Marta has received 15 awards for individual and team projects at the regional and international level. She is VP of STC Silicon Valley and a member of the Nominating Committee. Marta graduated from Stanford University and holds a certificate from the University of California. About the Speakers @martarauch
  54. 54. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 54
  55. 55. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | 55

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