Whether you're trying to market a product or change the world, you can no longer ignore mobile as a medium for influence. Of particular power is the mobile moment--the instant a user connects with the right content at the right time. Though this moment seems magical to a user, it doesn't happen by magic. It takes knowledge of principles. It takes detailed planning. It takes hard work. This interactive session will help you assess a mobile context, generate ideas for mobile persuasion, and plan the right content to turn your mobile moment into a magical one. Along the way, we'll use examples from NC State University's suite of location-based services.

1. THIS MOBILE MOMENT
An Introduction to Mobile Content Strategy
TIM JONES COLLEEN JONES
Interim CCO, NC State University Principal, Content Science
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2. Mobile Is About the Moment
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3. TIME
THO
UGH
TS
TOGAS
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4. CHRONOS: ORDERLY TIME
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5. KAIROS: MAGICAL TIME
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THE OPPORTUNE MOMENT

6. The Possibility:
RIGHT TIME
RIGHT PLACE
RIGHT CONTENT
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7. At Home:
Help Me Plan?
On site?
In store?
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8. On the Go:
Buy Now?
Not linked
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9. In the Store:
Show Me the Way?
Hard to read
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10. The Reality:
RIGHT TIME
RIGHT PLACE
WRONG CONTENT
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11. Has this happened
to you?
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12. Why?
CONTENT
DUMPING
HELP!
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13. FIND YOUR MOBILE MOMENT
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14. When + where do customers
turn to you?
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15. There might be many moments…
which one is opportune?
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16. 1. It’s common.
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17. Saving time?
Killing time?
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18. Is your mobile moment about
saving time or killing time?
(It’s not about both.)
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19. 2. It’s valuable.
$
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20. Reach
Reputation
Funding
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21. Flu Vaccine
Health Costs
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22. Sales?
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23. “ Mobile phone users say they would make more purchases if
• the process were not so cumbersome,
• products were easier to find, and
• their devices supported secure credit card transactions.
Mobile Commerce: Ahead of Its Time
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24. Does your mobile moment help
save money or make money?
(It’s likely not the direct sale. Yet.)
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25. Name the opportune moment.
NAME ME OR
LOSE ME
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26. WHAT’S
HAPPENING?
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27. Content Science
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28. A good mobile moment seems
magical.
But mobile content doesn’t happen
by magic.
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29. PLAN for the MOBILE MOMENT
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30. The moment is your guide.
WHAT’S
HAPPENING?
Editorial Architecture
Strategy Strategy
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31. Editorial
Strategy
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32. Editorial
Strategy
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33. Editorial
Strategy
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34. Editorial
Strategy
TIP: Curating Content
 Clearly define criteria for what’s in
+ what’s out.
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35. Architecture
Strategy
Content Science
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36. Architecture
Strategy
Content Science
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37. Architecture
Strategy
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38. Architecture
Strategy
TIPS: Re-using Content
 Make it easy for content contributors +
writers.
 Understand the elements of your content.
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39. Plan to evaluate
results, too.
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40. TIPS: Evaluating Content
 Do more than collect + report the data.
 Evaluate the quality of interactions.
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41. WRAPPING UP
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42. content science © copyright 2010. all rights reserved.

43. Find, name + plan
your mobile moment—
or you’ll miss it.
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44. Q UESTIONS ?
TIM JONES COLLEEN JONES
@timjonesonline @leenjones
ncsu.edu content-science.com
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45. First person to ask
gets one of these.
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