Developing a Progressive Mobile Strategy (Key Comm Version)

Developing a Progressive Mobile Strategy

Tuesday, September 13, 2011

from 30,000 feet and...Tuesday, September 13, 2011

...2 years in the making.

What I’ll Talk About

•Glossary of Terms

•Why Mobile

•A Progressive Strategy

Glossary of Terms

def. Native Appsan application developed to run natively on the targeted device. usually written in a device specific language like Objective-C or Java. delivered through app stores (for the most part).

def. iOSthe operating system that powers the iPhone,iPod Touch, iPad and Apple TV. Analogous toAndroid.

def. Mobile Web & Desktop Webmobile web refers to browser-based accessto the internet from mobile devices. desktop web is just my way of referring to non-mobileaccess.

def. WebKita layout engine that powers a number ofpopular mobile browsers including Mobile Safari. not all WebKit-based browsers are equal!

def. Responsive Web Designfluid layouts coupled with CSS3 media queries and JavaScript providing an alternate look & feel for content based on requesting device. synonymous with adaptive web design.

So why

65% of 18-29 year olds have accessed the mobile internet

from Pew Internet & American Life Project report, May 2010

14% of prospects searched a college site from

a mobile device

from Noel Levitz E-Expectations report, July 2011 Tuesday, September 13, 2011

By 2012, 50% of US population will use smartphones.

Currently, 30% of US populationuses smartphones.

from Asymco, December 2010

Anytime, Anywhere AccessTrue

Smartphones are SUPER phones.

Aug. 2009iWVU & m.wvu.edu

WVU’s Mobile Presence(part of)

Aug 28, 2009 Oct 25, 2009 Dec 22, 2009 Feb 18, 2010 Apr 15, 2010 Jun 10, 2010 Aug 7, 2010 Oct 3, 2010 Nov 30, 2010 Jan 27, 2011 Mar 26, 2011May 22, 2011

Chart 2

7-day Moving Average of Traffic to m.wvu.edu

Snowstorm

Start of Fall ’10

Start of Spring ’11

Start of Spring ’10

m.wvu.edu has had 2 million page views. Or 10% of the traffic our home page has

had over the same time period.

Aug. 2010wvutoday.wvu.edu

Mar. 2011tournaments.wvu.edu

Apr. 2011studentaffairs.wvu.edu

that iPhone app you might 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...

native apps

standalonemobile sites

mobile templates

responsive designs

Progressive Mobile Strategy

IterateTuesday, September 13, 2011

Being Platform Neutral

Platform

Be Platform Neutral

It’s about realistically prioritizing mobile solutions for your organization.

Then working one-by-one through them.

Progressive Mobile Strategyhas three stages....

Audience Strategy

Platform Strategy

Progressive Mobile Strategy

Audience Strategy

Traditional Higher Ed Audiences

Students

Faculty

Visitors

Prospects

Alumni

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.

Google’s Mobile User Groups

Repetitive Now

Bored Now

Repetitive Now

Bored Now

Urgent Now

Urgent Nowcurrent student...

I have a meeting. Where’s Allen Hall?

I need to call my professor about a late assignment...

How do I reset my WiFi password?

When does the bus get here?

Urgent Nowcurrent student...

Local Users95% of smartphone users have

searched for local content.

from Google’s “The Mobile Movement” report, April 2011

Short Timeframe88% of smartphone users took action

on a search result within a day

Making Calls61% of smartphone users ended up

calling a business based on their search.

Tip: make your phone numbers clickable with tel:

Don’t Focus on “On the Go”30% of smartphone users used the mobile internet from their couch.

90% used it from home.

Audience Strategy Review

Those with Urgent Needs

Local Constituencies

Short Timeframes

Don’t Focus on “On the Go”

Content Delivery is Secondary to Tangible Utility

Make sure your content is useful, damn it!

Content Delivery Tangible Utility

Which is better?

from XKCD, http://xkcd.com/773/

Don’t Convert, CreateLook for new ways to combine content.

Break Out of SilosDon’t follow org charts when developing mobile solutions.

Localization is IntensifiedFind ways to take advantage of location-

related information & relationships.

Content Strategy ReviewBe able to answer, “What value will the

targeted audiences get from this content?”

Platform Strategy

Making the case for mobile web first.

standalonemobile sites

mobiletemplates

responsivedesigns

Mobile Web-Optimized Solutions

Discovery

“Not every mobile device will have your app on it but every mobile

device will have a browser.”- Jason Grigsby, @grigs

77% of smartphone users use search. Most visited type of website.

Urgent Nowremember those

users?

They’re looking for our already indexed 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 Inbox” report, January 2011

Getting social?

search + links = mobile web first

Platform Strategy Review

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.

Wrappingit all up...

#1Identify the audience.

#2 Identify the content for that audience.

#3Implement platform solutions.

#4Lather, rinse, & repeat.

Audience

On-campus

Admits

Prospects

Alumni

Audience Content

On-campus

Admits

Prospects

Alumni

Contact Info

Emergency

Calendar

Audience Content Platform

On-campus

Admits

Prospects

Alumni

Contact Info

Emergency

Calendar

Mobile Portal

ResponsiveDesign

Native Apps

Don’t get stuckon platform.

Focus on your targeted audiences & content.

Many thanks to Mr. Robertsonfor the snazzy device &

progressive strategy graphics.

Thanks,

Girl on Stoop by ollipitkanenStudent Recording Video by U. of DenverStudent in Classroom by Bill Erickson

Road to Ribblesdale by Luc BAudience by batmooDrupalcon by Mike GiffordHighway Lights by Spreng BenTunnel by ÉoleChristmas Present by kevindooley

Calendars by Duane Mendoza

Flickr by dsevilla

Clouds by Francisco MartinsBullhorn by aisiposGuitarist by postlife1976Grasshopper by trekmanLego Discovery by dunechaserSwiss Flag by struplerPriorities by redvers

Bananas by sisMud by neilspicys Target by ???

The End

Developing a Progressive Mobile Strategy (Key Comm Version)

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Transcript of Developing a Progressive Mobile Strategy (Key Comm Version)

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