Putting people at the center of our communications strategies

@kaylam

A CONSUMER-FIRST APPROACH TO MOBILE STRATEGY

MEANING

CREATE RELEVANCE

CONTEXT

UNDERSTAND OUR AUDIENCE

INSIGHTS COME FROM:

INSIGHTS COME FROM:

WE OFTEN GO DIGGING FOR THE ‘WHAT’ AND THE ‘WHEN’

BUT CONTEXT IS IMPORTANT...

WHICH ASKS THE QUESTIONS ‘HOW’ AND ‘WHY’

SO HOW DO WE DO THIS?

GO DIGGING FOR CONTEXT

GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS

GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS

FUNCTIONAL AND EMOTIONAL NEEDS

GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS

FUNCTIONAL AND EMOTIONAL NEEDSUNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL

GO DIGGING FOR CONTEXTTO BETTER UNDERSTAND OUR AUDIENCE

Relevanceconversationfeeling physicalnetworkactivityinformation

Just-in-Time

day-partingon-the-fly

intermissiondowntimeweather-

basedprogrammatic

Contextprofessional

socialcultural

economicfun

technicaleducational

“anywhere”

“anytime instantly”&

“personal”

CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’

Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013

Tablet consumption is highest during the late evening hours when people are curled up on the couch or winding down for the night in bed.

19Percentage of Tablet Users by Platform Who Use Smartphone Platforms

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE

we are social beings

MOTIVATIONS + BEHAVIORSTO SOLVE FOR PAIN AND PASSION POINTS

MOTIVATION: ALWAYS BE PREPARED

MOTIVATION: ALWAYS BE PREPARED

BEHAVIOR: PLANNING EVERY

MOMENT OF HER DAY

MOTIVATION: ALWAYS BE PREPARED

BEHAVIOR: PLANNING EVERY

MOMENT OF HER DAYTECHNOLOGY

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MOTIVATION?BEHAVIOR?

TECHNOLOGY?

FUNCTIONAL + EMOTIONAL NEED?

FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION?EMOTIONAL NEED = WHAT’S THE CONTENT/STORY SOLUTION

FUNCTIONAL

EMOTIONAL

STORYTELLINGStories give us context and context help us with understanding

We are wired for narrative construction

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TECHNOLOGYMAKE IT ALL INTUITIVE

KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS, THE USE-CASES AND MOST IMPORTANT, THE UI

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THIS IS THE WEB TOMORROW

MOBILE IS NOT A ‘BOLT-ON’ SOLUTION

GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS

FUNCTIONAL AND EMOTIONAL NEEDSUNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL

FOCUS ON PEOPLE Because there will always be another shiny object, screen, device...

but people should always remain at the center of your communications strategies.

See you on the internets.THANKS

@kaylam