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Mobile Strategy and Denial: Avoiding a House of Cards

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Professional Development Workshop given at the 2014 PRSA International Conference, in Washington DC

Half of all mobile users utilize their device as their primary Internet resource; 80 percent of the time, it is within apps, and not speaking with other people. Despite these facts, many companies refuse to include mobile in their marketing and design strategies. It's time to debunk the rumors and end mobile denial within the business community once and for all. Demystify the mobile landscape and find foolproof strategies to maneuver safely through the ever-changing world of mobile strategy, development and design.

Published in: Mobile
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Mobile Strategy and Denial: Avoiding a House of Cards

  1. MOBILE STRATEGY AND DENIAL AVOIDING A
  2. @DAVEFLETCHER
  3. THE MECHANISM CREATES TRANSFORMATIVE DIGITAL EXPERIENCES THAT CONNECT HUMAN BEINGS TO BRANDS, BUSINESSES AND EACH OTHER
  4. SELECTED CLIENTS
  5. WE ARE ENGAGED WITH CRAFTING TOMORROW’S #DIGITALEXPERIENCE @THEMECHANISM LEARN MORE: HTTP://THEMECHANISM.COM
  6. HOUSE OF CARDS “A STRUCTURE OR ARGUMENT BUILT ON A SHAKY FOUNDATION.”
  7. YOU MUST HAVE A MOBILE-LED DIGITAL STRATEGY
  8. WHY?
  9. I THINK IT’S NOW THE JOINT PROJECT OF ALL OF US TO MAKE MOBILE THE ANSWER TO PRETTY MUCH EVERYTHING. ! - ERIC SCHMIDT, GOOGLE
  10. THE SINGLE MOST IMPORTANT TOP-LEVEL TREND IS THE SHIFT TO MOBILE. ! -MAX RAFAEL LEVCHIN
  11. THE MOBILE WEB INITIATIVE IS IMPORTANT - INFORMATION MUST BE MADE SEAMLESSLY AVAILABLE ON ANY DEVICE. ! -SIR TIM BERNERS-LEE
  12. MOBILE HAS FULLY INFILTRATED OUR DAY-TO-DAY LIVES AND HABITS
  13. THE LAST THING WE DO AT NIGHT 95% OF PEOPLE USE THE PHONE FOR SOMETHING JUST BEFORE GOING TO BED http://www.businessinsider.com/90-of-18-29-year-olds-sleep-with-their-smartphones-2012-11
  14. OUR SLEEPING PARTNER 90% OF SMARTPHONE USERS AGE 18-29 SLEEP WITH A CELL PHONE http://www.businessinsider.com/90-of-18-29-year-olds-sleep-with-their-smartphones-2012-11
  15. MIDDLE OF THE NIGHT HALF OF PEOPLE CHECK THEIR PHONES IMMEDIATELY IF THEY WAKE UP DURING THE NIGHT http://www.huffingtonpost.com/2013/09/16/sleep-phone-tablet-bed_n_3924161.html
  16. THE FIRST THING WE SEE IN THE MORNING THE AVERAGE USER REACHES FOR THEIR PHONE AT 7:31AM http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- DAY-6-seconds-evening.html
  17. BEFORE WE GET UP CHECK PERSONAL EMAILS AND FACEBOOK http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- DAY-6-seconds-evening.html
  18. WHAT WE DO DURING THE DAY THE AVERAGE USER CHECKS THEIR PHONE 110 TIMES A DAY THAT’S THREE HOURS AND SIXTEEN MINUTES A DAY http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-phone-The-average-person-does-110-times- DAY-6-seconds-evening.html
  19. WHAT DOES ALL OF THIS MEAN?
  20. IF YOU RUN A BUSINESS, OR DO PUBLIC RELATIONS FOR A BUSINESS YOU’RE ALWAYS ON
  21. TOTAL POPULATION 7 BILLION 3 BILLION INTERNET USERS 40% OF WORLD POPULATION 1.75 BILLION SMARTPHONE USERS 1/4 OF WORLD POPULATION http://www.internetlivestats.com/internet-users/
  22. Q4 2012 77% of mobile searches were done from a location (work or home). In these same locations, a desktop PC was available. http://searchenginewatch.com/article/2255624/77-of-Mobile-Searches-Happen-at-Home-or-Work-Study
  23. JANUARY 2014 Mobile devices accounted for 55% of Internet usage in the United States. Desktop PC’s accounted for 45% of Internet usage in the United States. http://money.cnn.com/
  24. Q1 2014 Eight quarters of declining shipments. 2015 Traditional PC market (desk-based and notebook) is on pace to contract 6.7 percent in 2014 and 5.3 percent in 2015 http://www.gartner.com/newsroom/id/2793921
  25. MOBILE HAS WON http://www.themechanism.com/voice/2014/10/03/avoiding-a-mobile-house-of-cards/
  26. “THERE IS NO BETTER WAY TO OVERPOWER A TRICKLE OF DOUBT THAN WITH A FLOOD OF NAKED TRUTH.”
  27. A MOBILE STRATEGY MUST TAKE INTO CONSIDERATION THE FOLLOWING
  28. DATA DESIGN DEFENSE
  29. DATA
  30. Five petabytes of data are generated every day by mobile phone subscribers -- the equivalent of 100 million four-drawer filing cabinets filled with paper. http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
  31. THERE ARE TWO KINDS OF MOBILE STRATEGIES. AFTER ALL, WE ARE NOTHING ! MORE OR LESS THAN WHAT WE CHOOSE TO REVEAL.” THE SORT OF MOBILE STRATEGY THAT MAKES YOU STRONG, OR A USELESS MOBILE STRATEGY . THE SORT OF STRATEGY THAT’S ONLY SUFFERING. ! I HAVE NO PATIENCE FOR USELESS STRATEGY.
  32. MOBILE PHONES ARE TRACKING DEVICES THAT REVEAL MUCH ABOUT OUR LIVES
  33. www.zeit.de/datenschutz/malte-spitz-data-retention
  34. For more about The Mechanism’s Twitter Aggregator Application for Business Intelligence contact: Dave.Fletcher@TheMechanism.com
  35. To see this video, which shows an example of eLearning Gamification go here: https://vimeo.com/108943780 ! use password: g4merPRSA
  36. “This now sets the standard moving forward for quality of modules” ! “Easily the best looking and most interactive eLearning module we currently have”
  37. For more about The Mechanism’s Immersive eLearning Applications Contact: Dave.Fletcher@TheMechanism.com
  38. DARK SIDES TO DATA COLLECTION THERE ARE WAYS TO ACCESS API’S TO UTILIZE DATA FOR MARKETING AND PR COLLECTION OF DATA THROUGH MOBILE DEVICES IS BECOMING MORE COMMONPLACE
  39. “THE LESS YOU SAY THE MORE THEY’LL DIG.”
  40. DESIGN
  41. WHO IS THE AUDIENCE? WHAT DO THEY WANT? WHERE ARE THEY ACCESSING CONTENT?
  42. TRADITIONAL APP
  43. RESPONSIVE DESIGN
  44. WEB APP
  45. DEFENSE
  46. BYOD (“BRING YOUR OWN DEVICE”) BEACONS
  47. BYOD POLICY
  48. LOST DEVICES WITH UNSECURED DATA. A MISSING PHONE OR TABLET RAISES THE POSSIBILITY OF AN OUTSIDER ACCESSING COMPANY TRADE SECRETS OR SENSITIVE INFORMATION ABOUT CUSTOMERS AND EMPLOYEES. http://www.inc.com
  49. DISTRACTED DRIVING LAST YEAR COCA-COLA WAS HIT WITH A $21 MILLION COURT JUDGMENT AFTER A COCA-COLA TRUCK DRIVER WHO WAS TALKING ON HER CELL PHONE WHILE DRIVING STRUCK A TEXAS WOMAN. http://www.inc.com
  50. SOCIAL MEDIA CONTENT IF YOUR COMPANY HAS A BYOD POLICY, RACIST COMMENTS POSTED ON TWITTER, CAN BE USED AS EVIDENCE IN A LAWSUIT THAT ALSO NAMES THE EMPLOYER AS A DEFENDANT. http://www.inc.com
  51. SEXUAL HARASSMENT & SEXTING FORTY PERCENT OF ADULTS UP TO THE AGE OF 34 ADMIT TO “SEXTING." IF THERE'S CONCRETE EVIDENCE OF SEXUAL HARASSMENT IN THE OFFICE, IT COULD BE USED AGAINST THE COMPANY. http://www.inc.com
  52. BEACONS
  53. VIRGIN AIRLINES TESTS BEACONS IN HEATHROW LONG TERM USE FOR RETAILERS www.ibtimes.co.uk/virgin-atlantic-trials-low-energy-bluetooth-beacon-technology-london-heathrow-airport-1446871
  54. BEACONS DON'T ACTUALLY COLLECT OR SEND ANY INFORMATION. THEY PING OUT BLUETOOTH SIGNALS, WHICH ARE RECEIVED BY PHONES THAT HAVE DOWNLOADED AND GIVEN PERMISSION TO SPECIFIC APPS. http://mashable.com/2014/10/06/hidden-beacon-devices-in-new-york-city-phone-booths-could-be-removed/
  55. FEELINGS ALMOST FOUR IN TEN USERS ADMITTED TO FEELING LOST WITHOUT THEIR DEVICE http://www.dailymail.co.uk/
  56. SUBJECTS WERE EXPOSED SEPARATELY TO AUDIO AND TO VIDEO OF A RINGING AND VIBRATING IPHONE THERE WAS A FLURRY OF ACTIVATION IN THE INSULAR CORTEX OF THE BRAIN, WHICH IS ASSOCIATED WITH FEELINGS OF LOVE AND COMPASSION http://www.patheos.com/blogs/markdroberts/2011/10/03/you-and-your-cell-phone-is-it-addiction-or-love/
  57. “I LOVE MY PHONE I LOVE HER MORE THAN A SHARK LOVES BLOOD.”
  58. To watch this video, which shows how science fiction depicts wearable technology go here: https://vimeo.com/108922052
  59. THANK YOU! ! @DAVEFLETCHER @THEMECHANISM CRAFTING TOMORROW’S #DIGITALEXPERIENCE LEARN MORE: HTTP://THEMECHANISM.COM P : 212-221-3444 E : NEWBIZ@THEMECHANISM.COM HTTP://WWW.THEMECHANISM.COM/CONTACT/

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