This Mobile Moment

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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.

Technology Education

THIS MOBILE MOMENT
An Introduction to Mobile Content Strategy

TIM JONES COLLEEN JONES
Interim CCO, NC State University Principal, Content Science
content science © copyright 2010. all rights reserved.

Mobile Is About the Moment

content science © copyright 2010. all rights reserved.

TIME

THO
UGH
TS

TOGAS

content science © copyright 2010. all rights reserved.

CHRONOS: ORDERLY TIME

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KAIROS: MAGICAL TIME

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THE OPPORTUNE MOMENT

The Possibility:
RIGHT TIME
RIGHT PLACE
RIGHT CONTENT

content science © copyright 2010. all rights reserved.

At Home:
Help Me Plan?

On site?

In store?

content science © copyright 2010. all rights reserved.

On the Go:
Buy Now?

Not linked

content science © copyright 2010. all rights reserved.

In the Store:
Show Me the Way?

Hard to read

content science © copyright 2010. all rights reserved.

The Reality:
RIGHT TIME
RIGHT PLACE
WRONG CONTENT

content science © copyright 2010. all rights reserved.

Has this happened
to you?

content science © copyright 2010. all rights reserved.

Why?
CONTENT
DUMPING

HELP!

content science © copyright 2010. all rights reserved.

FIND YOUR MOBILE MOMENT

content science © copyright 2010. all rights reserved.

When + where do customers
turn to you?

content science © copyright 2010. all rights reserved.

There might be many moments…
which one is opportune?

content science © copyright 2010. all rights reserved.

1. It’s common.

content science © copyright 2010. all rights reserved.

Saving time?
Killing time?

content science © copyright 2010. all rights reserved.

Is your mobile moment about
saving time or killing time?

(It’s not about both.)

content science © copyright 2010. all rights reserved.

2. It’s valuable.

$
content science © copyright 2010. all rights reserved.

Reach

Reputation

Funding

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Flu Vaccine

Health Costs

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Sales?

content science © copyright 2010. all rights reserved.

“ 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

content science © copyright 2010. all rights reserved.

Does your mobile moment help
save money or make money?
(It’s likely not the direct sale. Yet.)

content science © copyright 2010. all rights reserved.

Name the opportune moment.

NAME ME OR
LOSE ME

content science © copyright 2010. all rights reserved.

WHAT’S
HAPPENING?

content science © copyright 2010. all rights reserved. 26

Content Science

content science © copyright 2010. all rights reserved.

A good mobile moment seems
magical.
But mobile content doesn’t happen
by magic.

content science © copyright 2010. all rights reserved. 28

PLAN for the MOBILE MOMENT

content science © copyright 2010. all rights reserved.

The moment is your guide.

WHAT’S
HAPPENING?

Editorial Architecture
Strategy Strategy

content science © copyright 2010. all rights reserved.

Editorial
Strategy
content science © copyright 2010. all rights reserved. 31

Editorial
Strategy
content science © copyright 2010. all rights reserved. 32

Editorial
Strategy
content science © copyright 2010. all rights reserved.

Editorial
Strategy

TIP: Curating Content

  Clearly define criteria for what’s in
+ what’s out.

content science © copyright 2010. all rights reserved.

Architecture
Strategy

Content Science

content science © copyright 2010. all rights reserved.

Architecture
Strategy
content science © copyright 2010. all rights reserved.

Architecture
Strategy

TIPS: Re-using Content

  Make it easy for content contributors +
writers.
  Understand the elements of your content.

content science © copyright 2010. all rights reserved.

Plan to evaluate
results, too.

content science © copyright 2010. all rights reserved.

TIPS: Evaluating Content

  Do more than collect + report the data.
  Evaluate the quality of interactions.

content science © copyright 2010. all rights reserved.

WRAPPING UP

content science © copyright 2010. all rights reserved.

content science © copyright 2010. all rights reserved.

Find, name + plan
your mobile moment—
or you’ll miss it.

content science © copyright 2010. all rights reserved. 43

Q UESTIONS ?

TIM JONES COLLEEN JONES
@timjonesonline @leenjones
ncsu.edu content-science.com
content science © copyright 2010. all rights reserved.

First person to ask
gets one of these.

content science © copyright 2010. all rights reserved.

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