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MoMo Mobile Internet - MoMac

Presentation from Laurens Rutten.

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MoMo Mobile Internet - MoMac

  1. Introduction to mobile sites development 10 practical tips for dynamic user experience and effective promotion Mobile Monday Amsterdam November 19, 2007 Laurens Rutten [email_address]
  2. 1. Ensure a dynamic user-experience <ul><li>Refresh content at least once a day, preferably 24/7 (depending on genre) </li></ul><ul><li>Adjust content offering to “ rhythm of the day ”: e.g. traffic information on homepage only in traffic hours, sports news around matches etc </li></ul><ul><li>Be creative with content selection and temporarily adjusted look-and-feel: adept to big (news) events, happenings, seasons, hypes/trends etc </li></ul>
  3. 2. Stimulate user participation in your mobile site <ul><li>Include interactivity: quizzes, polls, price competitions and little games </li></ul><ul><li>Ask users opinion: rating of content (YouTube), forums and response forms </li></ul><ul><li>Enable users to interact and share their content (social networking, blogs) </li></ul>
  4. 3. Optimise your site to any specific mobile device <ul><li>Every handset is different: recognize handset by its unique “user agent” </li></ul><ul><li>Optimise site for that handset: render graphics, video, tables, Flash Lite etc </li></ul><ul><li>Consult open source WURFL for specifications: </li></ul><ul><li>Alternatively, team up with a specialist mobile facilitator </li></ul>
  6. 4. Benefit from existing exposure for promotion <ul><li>Include a service on your website where users can enter their mobile phone number to receive a direct (wap-push) link to the mobile site </li></ul><ul><li>Promote your mobile site on print, TV and radio using an SMS keyword to a shortcode  sender receives a (wap-push) link back </li></ul><ul><li>Fact: results (conversion rates) are much higher when mobile site is mentioned in relevant editorial context rather then in a plain advertisement </li></ul>
  7. 5. Drive traffic to your site from operator portals <ul><li>Get your site on Vodafone Live!, Hi, KPN Vandaag, Telfort Spot, etc </li></ul><ul><li>Still starting point for many users: easy access, safe, tested (it works!) </li></ul><ul><li>However: site owner has to comply to operator specific requirements </li></ul><ul><li>And: operators increasingly stimulate open mobile internet outside portal (“off portal”) </li></ul>
  8. 6. Direct traffic to your site from open directories <ul><li>Ilse Startpagina voor mobiel: </li></ul><ul><li>De Mobiele Startpagina: </li></ul><ul><li>Rabobank Mobiel: </li></ul><ul><li>Flexible Portal: </li></ul><ul><li>Wapreview: </li></ul><ul><li>Mippin: </li></ul><ul><li> </li></ul><ul><li>Etc… </li></ul>
  9. 7. Enable web URL to work on mobile handset <ul><li>User should be able to enter a regular web URL on mobile handset, after which he is recognised as ‘mobile user’ and redirected to the mobile site </li></ul><ul><li>Recognition by distinguishing regular browsers (IE, Firefox, Safari) from mobile browsers, based on list of mobile ‘user agents’ </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  11. <ul><li>Optimise your visibility to Google by using Google mobile sitemaps </li></ul><ul><li>Place the following line within the <HEAD> tag on your website: <link rel=&quot;alternate&quot; media=&quot;handheld&quot; href= &quot;; /> </li></ul><ul><li>Make sure Google Mobile knows that you have a mobile site: prevent your website from being transcoded! </li></ul><ul><li>Most ‘SEO techniques’ for web are also relevant for Google Mobile results </li></ul><ul><li>Set up campaigns with Google AdWords </li></ul>8. Understand and utilize Google Mobile
  12. 9. Make your users your ambassadors! <ul><li>Stimulate your users to share your mobile site with their friends! </li></ul><ul><li>Include ‘send-to-a-friend’ by using WAP-push to another mobile phone </li></ul><ul><li>Facilitate site-forwarding as well as forwarding of individual content items, e.g. video-clips, to another phone directly </li></ul>
  13. 10. Create network of linked mobile sites <ul><li>Start mobile ad campaign from other mobile sites to your site </li></ul><ul><li>Dutch mobile ad agency’s: e.g. WebAds, MADS, BiggerWorks </li></ul><ul><li>International ad networks: e.g. AdMob, Google AdWords, Yahoo! </li></ul><ul><li>Exchange links with associated/friendly sites </li></ul><ul><li>But avoid being considered a ‘link-farm’! </li></ul><ul><li>Fact: CTR is higher when promoted site is relevant to the context of the publishing site. </li></ul><ul><li>Fact: CTR is higher in a combination of graphical banner with text-link, then clickable banner or text-link only. </li></ul>