Mobile—Strategy to
Implementation
Wednesday, D ecember 4, 2013
2:30 -3:30
H ashtag: #tech13 LH3
Amy Hissrich, VP Web Strat...
Why are we talking
mobile?
“Smartphones and tablets are ushering in a
new era of multi-platform media, with
consumers beco...
Strategy First
• Audience, goals, objectives

• Landscape and trends
• Metrics

@techconf

#tech13
Audience
• What is your audience trying to
accomplish?
• Where are they interacting with you?

• How much time do they hav...
Goals
• How can mobile advance your mission?

• How can mobile increase the reach of a
program, product or service?
• Wher...
Revenue
Advertising

Transactions

Sponsorships

Membership

@techconf

#tech13
Ad Revenue: IAB

@techconf

#tech13
Strategy First

@techconf

#tech13
Measures of Success
• Related to revenue or organizational KPIs
• Related to downloads, visits, or usage
• Tied to specifi...
Your Data
Mobile access to technologyconference.org

@techconf

#tech13
Your Data
Mobile access to technologyconference.org

@techconf

#tech13
Mobile Landscape
1 in every 3 minutes spent online is
now spent beyond the PC

-ComScore Mobile Future in Focus 2013

@tec...
Mobile Landscape
New digital consumption pattern…

-ComScore Mobile Future in Focus 2013

@techconf

#tech13
Mobile Landscape

@techconf

#tech13
Mobile Landscape

Source: http://www.pewinternet.org

@techconf

#tech13
Mobile Landscape

Source: http://www.pewinternet.org

@techconf

#tech13
Mobile Landscape

Source: http://www.pewinternet.org

@techconf

#tech13
Mobile Landscape

Source: http://www.pewinternet.org

@techconf

#tech13
Mobile Landscape

Source: http://www.pewinternet.org

@techconf

#tech13
Mobile Landscape
App:
80%
Web:
20%

@techconf

#tech13
Mobile Landscape
How Digital Omnivores Spend Their Time

-ComScore Mobile Future in Focus 2013

@techconf

#tech13
How can mobile innovate?
• New tools, same ground rules---but…the
landscape calls for new thinking…
How can we think out o...
Washington Trails
Photos

Social Proof

@techconf

#tech13
Charity Miles
Leverage mobile context

Sponsorship

@techconf

#tech13
Lobbying App

@techconf

#tech13
FOAP
Images
Social networking

Crowd sourcing content
Ratings-awards

@techconf

#tech13
AIA Dallas Tour
Similar ideas: Location awareness, maps, directories

@techconf

#tech13
UN Country Stats
What data do you have that people might want to interact with?

@techconf

#tech13
Examples

@techconf

#tech13
Examples

@techconf

#tech13
Strategy to
Implementation
• Decisions: Apps versus mobile web?
• Infrastructure and design: Stand alone or
integrated?
• ...
Strategy to
Implementation
• Where does content live? who owns it?
• Constraints of the mobile form factor---use
to make d...
Content Strategy
Is your content
use similarly long tail?

Source: Karen McGrane’s Content Strategy for Mobile: The Worksh...
Content Strategy

Content audit

@techconf

#tech13
Content Strategy

@techconf

#tech13
Content Strategy
Structured content

Title
Subtitle
Teaser
Mini teaser
Priority Keywords
Keywords

@techconf

#tech13
Content Strategy
Separating Content from Display

@techconf

#tech13
Apps
-Determine which devices
-Define the scope and feature set
-Manage as a project similar to a website project
-Expect ...
Apps
-Code it yourself
-Work with an outside product or development
team
-Use an off the shelf app builder

@techconf

#te...
App Builders
- Still early days
- Many on the market—tested several for this
session but wasn’t happy with any of them

Ha...
One Web
• W3C One Web approach:
One Web means making, as far as is
reasonable, the same information and
services available...
Responsive/Adaptive
Responsive: Fluidly change & respond to
fit any screen or device size
Adaptive: Change to fit a predet...
Implementation:
Bootstrap—framework for coding that
includes responsive

@techconf

#tech13
Implementation:
Bootstrap—framework for coding that
includes responsive

@techconf

#tech13
Responsive

Mostly Fluid: core structure of the layout really
doesn't change until the smallest screen width.
Instead, the...
Responsive

@techconf

#tech13
Responsive

Column Drop: Patter starts with a multi-column layout
and ends up with a single column layout, dropping column...
Responsive

@techconf

#tech13
Responsive

Layout Shifter: This pattern does the most to adapt
across different screen sizes. That is, different layouts ...
Implementation: It’s hard
Even Jakub Neilson says Mobile is Hard

“All of our new research findings support a single
concl...
Evaluation

ASAE.Conferences.IO

@techconf

#tech13
Contact Us
Amy Hissrich
VP Web Strategies and Communications
ASAE
a h i s s r i c h @ a s a e c e n t e r. o r g
202-326-9...
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Mobile from Strategy to Implementation for the 2013 ASAE Technology Conference (Tech13)

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A presentation for association technology professionals on what factors they may want to consider when going mobile and how mobile should reflect the overall organizational strategy. Also includes some fun examples of apps that may inspire associations to think differently about leveraging the mobile value proposition.

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Mobile from Strategy to Implementation for the 2013 ASAE Technology Conference (Tech13)

  1. 1. Mobile—Strategy to Implementation Wednesday, D ecember 4, 2013 2:30 -3:30 H ashtag: #tech13 LH3 Amy Hissrich, VP Web Strategies and Communications @techconf #tech13
  2. 2. Why are we talking mobile? “Smartphones and tablets are ushering in a new era of multi-platform media, with consumers becoming increasingly agnostic about how, when and where they engage with content.” -ComScore Mobile Future in Focus 2013 @techconf #tech13
  3. 3. Strategy First • Audience, goals, objectives • Landscape and trends • Metrics @techconf #tech13
  4. 4. Audience • What is your audience trying to accomplish? • Where are they interacting with you? • How much time do they have? @techconf #tech13
  5. 5. Goals • How can mobile advance your mission? • How can mobile increase the reach of a program, product or service? • Where’s the revenue? @techconf #tech13
  6. 6. Revenue Advertising Transactions Sponsorships Membership @techconf #tech13
  7. 7. Ad Revenue: IAB @techconf #tech13
  8. 8. Strategy First @techconf #tech13
  9. 9. Measures of Success • Related to revenue or organizational KPIs • Related to downloads, visits, or usage • Tied to specific program outcome Your Examples? What is the data telling you? Is it chicken and egg? @techconf #tech13
  10. 10. Your Data Mobile access to technologyconference.org @techconf #tech13
  11. 11. Your Data Mobile access to technologyconference.org @techconf #tech13
  12. 12. Mobile Landscape 1 in every 3 minutes spent online is now spent beyond the PC -ComScore Mobile Future in Focus 2013 @techconf #tech13
  13. 13. Mobile Landscape New digital consumption pattern… -ComScore Mobile Future in Focus 2013 @techconf #tech13
  14. 14. Mobile Landscape @techconf #tech13
  15. 15. Mobile Landscape Source: http://www.pewinternet.org @techconf #tech13
  16. 16. Mobile Landscape Source: http://www.pewinternet.org @techconf #tech13
  17. 17. Mobile Landscape Source: http://www.pewinternet.org @techconf #tech13
  18. 18. Mobile Landscape Source: http://www.pewinternet.org @techconf #tech13
  19. 19. Mobile Landscape Source: http://www.pewinternet.org @techconf #tech13
  20. 20. Mobile Landscape App: 80% Web: 20% @techconf #tech13
  21. 21. Mobile Landscape How Digital Omnivores Spend Their Time -ComScore Mobile Future in Focus 2013 @techconf #tech13
  22. 22. How can mobile innovate? • New tools, same ground rules---but…the landscape calls for new thinking… How can we think out of the box in terms of how our members can connect to our organizations using the mobile context? @techconf #tech13
  23. 23. Washington Trails Photos Social Proof @techconf #tech13
  24. 24. Charity Miles Leverage mobile context Sponsorship @techconf #tech13
  25. 25. Lobbying App @techconf #tech13
  26. 26. FOAP Images Social networking Crowd sourcing content Ratings-awards @techconf #tech13
  27. 27. AIA Dallas Tour Similar ideas: Location awareness, maps, directories @techconf #tech13
  28. 28. UN Country Stats What data do you have that people might want to interact with? @techconf #tech13
  29. 29. Examples @techconf #tech13
  30. 30. Examples @techconf #tech13
  31. 31. Strategy to Implementation • Decisions: Apps versus mobile web? • Infrastructure and design: Stand alone or integrated? • Content strategy: COPE @techconf #tech13
  32. 32. Strategy to Implementation • Where does content live? who owns it? • Constraints of the mobile form factor---use to make decisions • Start with mobile and scale up? @techconf #tech13
  33. 33. Content Strategy Is your content use similarly long tail? Source: Karen McGrane’s Content Strategy for Mobile: The Workshop @techconf #tech13
  34. 34. Content Strategy Content audit @techconf #tech13
  35. 35. Content Strategy @techconf #tech13
  36. 36. Content Strategy Structured content Title Subtitle Teaser Mini teaser Priority Keywords Keywords @techconf #tech13
  37. 37. Content Strategy Separating Content from Display @techconf #tech13
  38. 38. Apps -Determine which devices -Define the scope and feature set -Manage as a project similar to a website project -Expect bugs and delays getting into the app store -Supporting apps takes time! @techconf #tech13
  39. 39. Apps -Code it yourself -Work with an outside product or development team -Use an off the shelf app builder @techconf #tech13
  40. 40. App Builders - Still early days - Many on the market—tested several for this session but wasn’t happy with any of them Have you tried any that work well for your needs? @techconf #tech13
  41. 41. One Web • W3C One Web approach: One Web means making, as far as is reasonable, the same information and services available to users irrespective of the device they are using. • Two current flavors: Responsive & Adaptive @techconf #tech13
  42. 42. Responsive/Adaptive Responsive: Fluidly change & respond to fit any screen or device size Adaptive: Change to fit a predetermined set of screen and device sizes. @techconf #tech13
  43. 43. Implementation: Bootstrap—framework for coding that includes responsive @techconf #tech13
  44. 44. Implementation: Bootstrap—framework for coding that includes responsive @techconf #tech13
  45. 45. Responsive Mostly Fluid: core structure of the layout really doesn't change until the smallest screen width. Instead, the design mostly relies on fluid grids to adapt to a variety of screen sizes. Luke Wroblewski @techconf #tech13
  46. 46. Responsive @techconf #tech13
  47. 47. Responsive Column Drop: Patter starts with a multi-column layout and ends up with a single column layout, dropping columns along the way as screen sizes get narrower. Unlike the Mostly Fluid pattern, the overall size of elements in this layout tend to stay consistent. Luke Wroblewski @techconf #tech13
  48. 48. Responsive @techconf #tech13
  49. 49. Responsive Layout Shifter: This pattern does the most to adapt across different screen sizes. That is, different layouts are used on large, medium, and small screens. this is where a lot of innovative design is happening. Luke Wroblewski @techconf #tech13
  50. 50. Implementation: It’s hard Even Jakub Neilson says Mobile is Hard “All of our new research findings support a single conclusion: designing for mobile is hard. Technical accessibility is very far from providing an acceptable user experience. It's not enough that your site will display on a phone. Even touch phones that offer "full featured" browsers don't offer PC-level usability in terms of users' ability to actually get things done on a website.” @techconf #tech13
  51. 51. Evaluation ASAE.Conferences.IO @techconf #tech13
  52. 52. Contact Us Amy Hissrich VP Web Strategies and Communications ASAE a h i s s r i c h @ a s a e c e n t e r. o r g 202-326-9532 @techconf #tech13

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