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Developing a
Progressive
Mobile Strategy
dave olsen, @dmolsen
wvu university relations - web
slideshare.net/dmolsenwvu
programmer
9 years at wvu
wvu has 30,000 students
from 30,000 feet and...
...2 years in
the making.
WVU’s Mobile Presence




     Aug. 2009
   iWVU & m.wvu.edu
WVU’s Mobile Presence




            Aug. 2010
          wvutoday.wvu.edu
WVU’s Mobile Presence




                Mar. 2011
             tournaments.wvu.edu
WVU’s Mobile Presence




                       Apr. 2011
                 studentaffairs.wvu.edu
m.wvu.edu Traffic by Semester

8000

                                                             450%+
                   ...
“We need an app.”
      - sincerely, the client
“Why?”
  - belligerently, me
Marketing,

       marketing
       bullhorn
the cool factor,

 all the cool kids are doing it

something that denotes cool
they don’t know why
               crickets




or crickets.
Time to educate...


       time for some education

            classroom
Strategy
that iPhone app you want?
it’s not a mobile strategy...
an iPhone app...       ...a mobile website




                   +
again, they’re not a mobile strategy...




                  +
these are just some of the options...


          standalone      responsive designs
          mobile sites
native apps   ...
There




  Here
Progressive Mobile Strategy
Iterate
Be Platform Neutral


                Being Platform Neutral
        fo rm
  lat
P
It’s about realistically prioritizing
 mobile solutions for your organization.
Then working one-by-one through them.
Audience Strategy
a
Progressive Mobile Strategy
        has three parts....
Platform Strategy
Progressive Mobile Strategy
Audience Strategy
Traditional Higher Ed Audiences

    Prospects          Faculty

     Students           Staff

     Alumni            Vis...
Let’s constrain these audiences based
on what we know about mobile users.




Note: not users that are mobile, users that ...
Google’s Mobile User Groups
Google’s Mobile User Groups


      Repetitive Now
Google’s Mobile User Groups


      Repetitive Now

        Bored Now
Google’s Mobile User Groups


      Repetitive Now

        Bored Now

        Urgent Now
Urgent Now
current student...
Urgent Now
I have a meeting. Where’s Allen Hall?

I need to call my professor about a late
              assignment...
           cur...
Local Users
95% of smartphone users have
  searched for local content.




 from Google’s “The Mobile Movement” report, Ap...
Short Timeframe
88% of smartphone users took action
  on a search result within a day




    from Google’s “The Mobile Mo...
Making Calls
  61% of smartphone users ended up
calling a business based on their search.




  Tip: make your phone numbe...
Don’t Focus on “On the Go”
   30% of smartphone users used the
   mobile internet from their couch.
       90% used it fro...
So is context dead?
Context redefined as personal.
Audience Strategy Review
Audience Strategy Review

  Those with Urgent Needs
Audience Strategy Review

  Those with Urgent Needs
   Local Constituencies
Audience Strategy Review

  Those with Urgent Needs
   Local Constituencies
     Short Timeframes
Audience Strategy Review

  Those with Urgent Needs
   Local Constituencies
     Short Timeframes
 Don’t Focus on “On the ...
Content Delivery is Secondary
     to Tangible Utility
Make sure your content is useful, damn it!
Which is better?




Content Delivery       or   Tangible Utility
         from XKCD, http://xkcd.com/773/
Don’t Convert, Create
Look for new ways to combine content.
Break Out of Silos
 Don’t follow org charts when
 developing mobile solutions.
Localization is Intensified
 Find ways to take advantage of location-
   related information & relationships.
Content Strategy Review
  Be able to answer, “What value will the
targeted audiences get from this content?”
Platform Strategy
an iPhone app...     ...a mobile website




                   vs.
an iPhone app...     ...a mobile website




                   vs.
The question is no longer, “Which do we
develop for, native or mobile web?” but...
“How do we develop solutions to handle
 both mobile web & native now as well
     as the devices of the future?”
A poor representation of the ideal
       platform strategy...




          Native Apps

                 Standalone site...
A poor representation of the ideal
       platform strategy...




          Native Apps

                 Standalone site...
A poor representation of the ideal
       platform strategy...




          Native Apps

                 Standalone site...
A poor representation of the ideal
       platform strategy...




          Native Apps

                 Standalone site...
A poor representation of the ideal
       platform strategy...




          Native Apps

                 Standalone site...
APIs are the infrastructure for your mobile initiatives...




       Create Once, Publish Everywhere
Content needs to be recombinable.
PRT API
Update once. Publishes to:
  iOS App,
   Mobile Website,
   Student Portal,
    Transportation Website, &
     Twi...
A poor representation of the ideal
       platform strategy...




          Native Apps

                 Standalone site...
Mobile Web-Optimized Solutions
responsive      mobile     standalone
  designs     templates    mobile sites
Making the case for mobile web first.
Discovery



 Discovery
“Not every mobile device will have
 your app on it but every mobile
   device will have a browser.”
             - Jason G...
77% of smartphone users use search.
   Most visited type of website.




    from Google’s “The Mobile Movement” report, A...
remember those

Urgent Now
     users?
They’re looking for our already indexed content.
How would you find movie times?




   60%              Use an App
                    Use the Web
              35%   No S...
Use installed app or download one?


       97%
                     Use Installed App
                     Download an Ap...
summing that up...


The lower the affinity for a topic or brand:
 the less likely a user will have an app &
the more likel...
We should be honest about how much affinity
 users have (or don’t have) for our content...
“Links don’t open apps.”
      - Jason Grigsby, @grigs
55% of users with an internet-enabled
phone use it to check personal email.




  from Merkle’s “View from the Digital Inb...
Getting
 social?
search + links = mobile web first
A poor representation of the ideal
       platform strategy...




          Native Apps

                 Standalone site...
Native apps
should be transformative.
Platform Strategy Review

Start working on your infrastructure. Now.

  There is a lot of content already out
   there & u...
Wrapping
it all up...
#1
Identify the audience.
#2
Identify the content for that audience.
#3
Implement platform solutions.
#4
Lather, rinse, & repeat.
Audience

On-campus

 Admits

Prospects

 Alumni
Audience     Content

On-campus   Contact Info

 Admits        Map

Prospects   Emergency

 Alumni      Calendar
Audience     Content       Platform

On-campus   Contact Info   Mobile Portal

 Admits        Map         Native Apps

   ...
Don’t get stuck
  on platform.
Focus on your targeted
  audiences & content.
Resources

Blog & Higher Ed Mobile Directory
          dmolsen.com

         I’m on Twitter...
           @dmolsen
Resources

Higher Ed Mobile Frameworks

       kurogo.org
    mollyproject.org
     mwf.ucla.edu
  www.jasig.org/umobile
Many thanks to Mr. Robertson
   for the snazzy device &
progressive strategy graphics
Thanks,


Priorities by redvers                     Road to Ribblesdale by Luc B
Swiss Flag by strupler                   ...
The End
Developing a Progressive Mobile Strategy (M3 Conf version)
Developing a Progressive Mobile Strategy (M3 Conf version)
Developing a Progressive Mobile Strategy (M3 Conf version)
Developing a Progressive Mobile Strategy (M3 Conf version)
Developing a Progressive Mobile Strategy (M3 Conf version)
Developing a Progressive Mobile Strategy (M3 Conf version)
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Developing a Progressive Mobile Strategy (M3 Conf version) Slide 1 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 2 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 3 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 4 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 5 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 6 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 7 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 8 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 9 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 10 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 11 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 12 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 13 Developing a Progressive Mobile Strategy (M3 Conf version) Slide 14 Developing a Progressive Mobile Strategy (M3 Conf 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A common refrain from both management and clients alike today is, "We need an app..." Unfortunately, over the long-term, mobile solutions for you or your clients’ organizations will need to be more diversified than a single app. From optimizing current web content to developing unique experiences mobile will touch, and possibly transform, your entire enterprise. Not only will your interactions with your customers be affected by the rapid adoption of smartphones but also your workforce and business processes. Combining lessons learned at a large, land-grant university as well as the latest statistics on mobile we’ll review why you need a cross-audience, cross-content, and cross-platform mobile strategy, what one is all about, and how it’ll help you prioritize your mobile solutions.

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Developing a Progressive Mobile Strategy (M3 Conf version)

  1. Developing a Progressive Mobile Strategy dave olsen, @dmolsen wvu university relations - web
  2. slideshare.net/dmolsenwvu
  3. programmer 9 years at wvu wvu has 30,000 students
  4. from 30,000 feet and...
  5. ...2 years in the making.
  6. WVU’s Mobile Presence Aug. 2009 iWVU & m.wvu.edu
  7. WVU’s Mobile Presence Aug. 2010 wvutoday.wvu.edu
  8. WVU’s Mobile Presence Mar. 2011 tournaments.wvu.edu
  9. WVU’s Mobile Presence Apr. 2011 studentaffairs.wvu.edu
  10. m.wvu.edu Traffic by Semester 8000 450%+ increase 6000 in average traffic 4000 2000 0 Fall 2009 Spring 2010 Fall 2010 Spring 2011 Fall 2011 Average page views per day
  11. “We need an app.” - sincerely, the client
  12. “Why?” - belligerently, me
  13. Marketing, marketing bullhorn
  14. the cool factor, all the cool kids are doing it something that denotes cool
  15. they don’t know why crickets or crickets.
  16. Time to educate... time for some education classroom
  17. Strategy
  18. that iPhone app you want?
  19. it’s not a mobile strategy...
  20. an iPhone app... ...a mobile website +
  21. again, they’re not a mobile strategy... +
  22. these are just some of the options... standalone responsive designs mobile sites native apps mobile templates APIs
  23. There Here
  24. Progressive Mobile Strategy
  25. Iterate
  26. Be Platform Neutral Being Platform Neutral fo rm lat P
  27. It’s about realistically prioritizing mobile solutions for your organization. Then working one-by-one through them.
  28. Audience Strategy
  29. a Progressive Mobile Strategy has three parts....
  30. Platform Strategy
  31. Progressive Mobile Strategy
  32. Audience Strategy
  33. Traditional Higher Ed Audiences Prospects Faculty Students Staff Alumni Visitors Etc.
  34. Let’s constrain these audiences based on what we know about mobile users. Note: not users that are mobile, users that are using mobile devices.
  35. Google’s Mobile User Groups
  36. Google’s Mobile User Groups Repetitive Now
  37. Google’s Mobile User Groups Repetitive Now Bored Now
  38. Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now
  39. Urgent Now
  40. current student... Urgent Now
  41. I have a meeting. Where’s Allen Hall? I need to call my professor about a late assignment... current student... Urgent Now How do I reset my WiFi password? When does the bus get here?
  42. Local Users 95% of smartphone users have searched for local content. from Google’s “The Mobile Movement” report, April 2011
  43. Short Timeframe 88% of smartphone users took action on a search result within a day from Google’s “The Mobile Movement” report, April 2011
  44. Making Calls 61% of smartphone users ended up calling a business based on their search. Tip: make your phone numbers clickable with tel: from Google’s “The Mobile Movement” report, April 2011
  45. Don’t Focus on “On the Go” 30% of smartphone users used the mobile internet from their couch. 90% used it from home. from Google’s “The Mobile Movement” report, April 2011
  46. So is context dead?
  47. Context redefined as personal.
  48. Audience Strategy Review
  49. Audience Strategy Review Those with Urgent Needs
  50. Audience Strategy Review Those with Urgent Needs Local Constituencies
  51. Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes
  52. Audience Strategy Review Those with Urgent Needs Local Constituencies Short Timeframes Don’t Focus on “On the Go”
  53. Content Delivery is Secondary to Tangible Utility Make sure your content is useful, damn it!
  54. Which is better? Content Delivery or Tangible Utility from XKCD, http://xkcd.com/773/
  55. Don’t Convert, Create Look for new ways to combine content.
  56. Break Out of Silos Don’t follow org charts when developing mobile solutions.
  57. Localization is Intensified Find ways to take advantage of location- related information & relationships.
  58. Content Strategy Review Be able to answer, “What value will the targeted audiences get from this content?”
  59. Platform Strategy
  60. an iPhone app... ...a mobile website vs.
  61. an iPhone app... ...a mobile website vs.
  62. The question is no longer, “Which do we develop for, native or mobile web?” but...
  63. “How do we develop solutions to handle both mobile web & native now as well as the devices of the future?”
  64. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  65. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  66. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  67. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  68. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  69. APIs are the infrastructure for your mobile initiatives... Create Once, Publish Everywhere
  70. Content needs to be recombinable.
  71. PRT API Update once. Publishes to: iOS App, Mobile Website, Student Portal, Transportation Website, & Twitter
  72. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  73. Mobile Web-Optimized Solutions responsive mobile standalone designs templates mobile sites
  74. Making the case for mobile web first.
  75. Discovery Discovery
  76. “Not every mobile device will have your app on it but every mobile device will have a browser.” - Jason Grigsby, @grigs
  77. 77% of smartphone users use search. Most visited type of website. from Google’s “The Mobile Movement” report, April 2011
  78. remember those Urgent Now users?
  79. They’re looking for our already indexed content.
  80. How would you find movie times? 60% Use an App Use the Web 35% No Smartphone 5%
  81. Use installed app or download one? 97% Use Installed App Download an App 3%
  82. summing that up... The lower the affinity for a topic or brand: the less likely a user will have an app & the more likely a user will use mobile web. more: Results of Survey Show Why a Mobile Strategy Includes Both Mobile Web & Apps, Aug 2011
  83. We should be honest about how much affinity users have (or don’t have) for our content...
  84. “Links don’t open apps.” - Jason Grigsby, @grigs
  85. 55% of users with an internet-enabled phone use it to check personal email. from Merkle’s “View from the Digital Inbox” report, January 2011
  86. Getting social?
  87. search + links = mobile web first
  88. A poor representation of the ideal platform strategy... Native Apps Standalone sites Mobile Web Mobile Templates Responsive Designs APIs
  89. Native apps should be transformative.
  90. Platform Strategy Review Start working on your infrastructure. Now. There is a lot of content already out there & users expect access to it. There isn’t one mobile solution for your organization or client.
  91. Wrapping it all up...
  92. #1 Identify the audience.
  93. #2 Identify the content for that audience.
  94. #3 Implement platform solutions.
  95. #4 Lather, rinse, & repeat.
  96. Audience On-campus Admits Prospects Alumni
  97. Audience Content On-campus Contact Info Admits Map Prospects Emergency Alumni Calendar
  98. Audience Content Platform On-campus Contact Info Mobile Portal Admits Map Native Apps Responsive Prospects Emergency Design Alumni Calendar
  99. Don’t get stuck on platform.
  100. Focus on your targeted audiences & content.
  101. Resources Blog & Higher Ed Mobile Directory dmolsen.com I’m on Twitter... @dmolsen
  102. Resources Higher Ed Mobile Frameworks kurogo.org mollyproject.org mwf.ucla.edu www.jasig.org/umobile
  103. Many thanks to Mr. Robertson for the snazzy device & progressive strategy graphics
  104. Thanks, Priorities by redvers Road to Ribblesdale by Luc B Swiss Flag by strupler Audience by batmoo Lego Discovery by dunechaser Drupalcon by Mike Gifford Grasshopper by trekman Highway Lights by Spreng Ben Guitarist by postlife1976 Tunnel by Éole Bullhorn by aisipos Christmas Present by kevindooley Girl on Stoop by ollipitkanen Clouds by Francisco Martins Student Recording Video by U. of Denver Calendars by Duane Mendoza Student in Classroom by Bill Erickson Bananas by sis Mud by neilspicys Target by ??? Flickr by dsevilla Movie Theater by ari Headstone by nouspique
  105. The End
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A common refrain from both management and clients alike today is, "We need an app..." Unfortunately, over the long-term, mobile solutions for you or your clients’ organizations will need to be more diversified than a single app. From optimizing current web content to developing unique experiences mobile will touch, and possibly transform, your entire enterprise. Not only will your interactions with your customers be affected by the rapid adoption of smartphones but also your workforce and business processes. Combining lessons learned at a large, land-grant university as well as the latest statistics on mobile we’ll review why you need a cross-audience, cross-content, and cross-platform mobile strategy, what one is all about, and how it’ll help you prioritize your mobile solutions.

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