This document discusses mobile strategies for organizations. It begins by outlining the growing use of mobile devices and need for mobile strategies. It then describes the four main types of mobile experiences: tweaking existing sites, responsive design, dedicated mobile sites, and mobile apps. The document advocates considering user needs and objectives in choosing a strategy. It also provides examples of how one organization, netFORUM, is adapting its strategy through responsive design and other mobile enhancements.

1. IS THAT A MOBILE
TEMPLATE OR
RESPONSIVE DESIGN?
IDENTIFY WHICH MOBILE
STRATEGY IS RIGHT FOR YOU
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2. OUR TIME TOGETHER TODAY
• The Mobile Landscape and Outlook
• The Four Flavors of Mobile Experiences
• Developing the Right Mobile Strategy
• How netFORUM is Adapting
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3. ABOUT
.ORGSOURCE
.orgSource is an experienced digital
communications and technology
consulting firm that serves only the
association marketplace. All of our
consultants are seasoned association
professionals, with the knowledge and For more information please visit your
website:
experience to guide your organization
www.ORGSOURCE.com
through every step of its digital
strategy.
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4. THE MOBILE LANDSCAPE
AND OUTLOOK
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5. THE MOBILE OUTLOOK
• 72% of the planet’s 6.9 billion inhabitants will
be mobile by 2016 *
• As of September 2012, Android accounted for
1.3 Million activations per day **
– This is just one platform!
* via Forrester Research (April 2012)
** via Smashing Magazine Mobile Book (Dec. 2012)
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6. If you don’t have a mobile strategy,
you don’t have a future strategy.
- Eric Schmidt, Google, Executive Chairman
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7. BUT ASSOCIATIONS ARE
DIFFERENT
• Members aren’t coming to your site to
“browse” while they are bored.
• Your members come with a specific task.
• Your strategy needs to be prepared to make
those tasks as easy as possible.
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8. WHAT IS A MOBILE STRATEGY?
• Mobile strategy is not a technology or a
project, but a practice. It is the constant
alignment of user needs, business goals, and
evolving mobile technologies.
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9. KEY COMPONENTS TO A
MOBILE STRATEGY
Review
Priorities Stakeholders
Audience Needs
Context
Business Needs Objectives
Metrics Budget Content
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10. HOW MANY OF YOU HAVE A
MOBILE STRATEGY?
A. We don’t have a strategy yet
B. We have a defined mobile strategy for less
than a year
C. Early Stage – we are just beginning to define
a mobile strategy
D. We have a defined mobile strategy for more
than a year
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11. WHICH OF THE FOLLOWING BEST
DESCRIBES YOUR MOBILE
STRATEGY TODAY?
11% We do nothave a mobile
strategy yet
11%
38%
We have a defined mobile
stratetgy for less than one
year
Early stage -- we are just
beginning to work on a
strategy
40% We have a defined mobile
strategy for a year or more
Source: Forrester Research
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12. THE FOUR FLAVORS OF
MOBILE WEB
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13. TYPES OF MOBILE
EXPERIENCE
Unique Mobile App
Dedicated Mobile Site Content they want
Time
Your Objectives
Adaptive Layouts Audience
(aka Responsive
Design)
Tweak
Increasing mobile support could lead to a better experience, but at what cost?
Credit: mobile.smashingmagazine.com
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14. TWEAKING – AKA DO NOTHING
• Your current site as it exists today renders on a
smart phone or tablet.
• Visitors have to pinch, double tap, and scroll
to read content effectively.
• Depending on technology you use (i.e.
Flash), some content may or may not render.
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15. TWEAKING
• Pros • Cons
– Lowest barrier to entry – Often a poor user
into mobile experience leads to less
– Lowest investment - zero return visits
– Some content may not
render on mobile
devices
– Visitors often turned off
by lack of optimization
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16. RESPONSIVE DESIGN
• Your entire site is available on a mobile
devices
• Layouts and presentation adjusts and
reconfigures depending on the screen size
• Break points are often for
desktop/laptop, tablets, mobile phones
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17. RESPONSIVE DESIGN
• Pros • Cons
– One set of code and – Possible redesign
content to maintain and needed
manage – Less differentiation of
– Easier and cheaper to mobile content
maintain – Lower mobile focused
– No need for redirects user experience
– One URL for better SEO
– Access to all site content
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18. SEE HOW YOUR SITE LOOKS
Not sure how your site looks on a mobile
device? Check it out on our responsive
design tool.
http://www.orgsource.com/responsive/i
ndex.html
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19. RESPONSIVE DESIGN
“GOTCHAS”
• Advertising
• Content layout on different screen sizes
– Long Form vs. Short Form
– Tables and Analytical Data
– Downloads / PDFs
– Images
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20. WHEN RESPONSIVE DESIGN
WON’T WORK
• Your site content doesn’t lend well to mobile
devices
• Your users don’t need your entire site in a
mobile environment
• Some user experiences do not work well in
responsive design
– myOrganization portals
– eLearning centers
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21. SOME LESSONS LEARNED
• Personalized portals
• User experience
– Touch vs. click
• Truncating content
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22. MOBILE SITE
• A separate site optimized for mobile devices
– Often has a separate URL like
http://m.mywebsite.org
– Allows you to display a subset of your website, not
the full experience
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23. MOBILE SITE
• Pros • Cons
– Easier implementation – Content duplication risk
– Capacity to differentiate (SEO hit)*
mobile content – You have to maintain
– Better mobile user and update separate
experience templates and code
– Higher cost of
maintenance
* There are methods to reduce any SEO risk
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24. LESSONS LEARNED
• Managing content for
both desktop and
mobile
• Limiting scrolling
• Management of
multiple templates and
code
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25. MOBILE APPS
• A separate application that is developed using
specific platforms (iOS, Android, WP, BB)
• Offers ability to take advantage of mobile
devices capabilities where mobile sites and
responsive design cannot
• Custom development
• Hybrid approaches
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26. MOBILE APPS
• Pros • Cons
– Avoid delays of buffering – Apps are specific to an
video, audio or slow operating
connections – Not as easy to modify as a
– Can perform lots of complex Web site
tasks quickly – Mobile options for Web
– Monetization: People will pay becoming more robust (HTML
for apps 5)
– Can take advantage of mobile – Can be expensive to develop
device functionality (access and maintain/update
contacts, calendars, other
apps)
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27. APP DEVELOPMENT
• Use a vendor or do it yourself?
– Do you have the staff to code and maintain?
– Does your staff know all the programming
languages for every type of mobile platform?
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28. DEVELOPING THE RIGHT
MOBILE STRATEGY
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29. IT’S ALL ABOUT THE USER
EXPERIENCE
• Give the user what they need
• Thinking about thumbs & fingers, not mice
• Devices, devices, devices
• Content accessibility
• Pre-existing custom functionality &
development
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30. DECIDING ON THE RIGHT
STRATEGY
• One approach or multiple
• Look at your web statistics
• Conduct a member survey
• Develop and validate specific use cases
• Review other industry leaders
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31. OTHER IMPLICATIONS
• Regardless of the strategy, now you are
mobile, which means you will need to:
– Think of content in multiple dimensions when
publishing
– Think of user experiences from multiple view
points
– Site improvements need to consider all
environments
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32. EXAMPLE STRATEGY
• Use Case: Conferences & Large Meetings
– Mobile specific app
• Access information in real-time at event
• Engage event attendees
• Alerts and notifications
• Use Case: Content Access by Mobile Visitors
– Mobile site
• Limited content needs in mobile setting
• Can tailor content to audience needs
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33. START NOW
• What problems are you trying to solve?
• Review web analytics
• Member needs assessments – previous
research
• Conduct new research
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34. HOW NETFORUM IS
ADAPTING
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35. How netFORUM is Adapting
• netFORUM 2013 is Adapting to Mobile Needs
• New Features / Functionality Include:
– Responsive Design Framework (Bootstrap)
– Removal of Fixed Positioning in Forms
– Mobile Web Access to Profile Pages
– HTML5 Adoption
– Introduction of RESTful Web Services API
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36. QUESTIONS
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37. GET IN TOUCH
CONTACT US
Interested in mobile, website Sign Up to Receive Our
redesigns, AMS, LMS, CMS Newsletter! Visit our
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projects to see how we can help.
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www.orgsource.com +1 847.275.1840
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38. THANK YOU
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