Understanding mobile - CSAUSA 2013

CONTENT MOBILITY

KRISTINE KELLEY, Head of Editorial and Content Strategy

Grant Thornton LLP

ABOUT GRANT THORNTON $2 billion professionals services company

Tax, Advisory, Audit Highly regulated, except Advisory

Global, headquartered in Chicago Content can be highly technical, very local,

very client-specific. CFOs, controllers are target.

Content team is theDESC (deliverables, editorial and strategic content … or delivering excellent strategic content). Editorial, copy desk, proposals, sales collateral.

30 seconds about me

I am

LET'S GET ON WITH IT

5

… AT THE SAME TIME?

Content mobility and multiscreen viewing is so not new. Ever watch TV and read a newspaper …

Ever read a book or a magazine …

… ON THE SUBWAY?

Multiscreen consumption

isn't really new.

BUT IT IS DIFFERENT

A QUICK LOOK BACK

Know from whence you come

A BRIEF HISTORY OF CONTENT Dawn of time – use what you can to

communicate, keep records, share, etc. 1300ish – Chinese invent moveable type.

20,000 characters overwhelms system. 1650 – Guttenberg figures out how to mass-

produce printing machines. 1843 – Patent issued for fax machine. 1895 – Wireless technology proves feasible

when Marconi sends radio signal across English channel.

1927 – Philo Pharnsworth invents TV. Mass marketed in 1940s.

A BRIEF HISTORY OF CONTENT 1973 – Martin Cooper demos first cell/mobile

phone prototype. Goes on sale in 1983. 1981 – IBM creates first home PC 1990 – URLs, HTTP, HTML released.

Content – mostly email and adult entertainment - becomes widely accessible online with the help of AOL.

1993 – First smart phone - IBM Simon Mid-'90s: Web becomes "legitimate."

Journalists representing online units of established organizations are credentialized to report alongside their print brethren. MILESTONE

A BRIEF HISTORY OF CONTENT

1996 – Palm pilot Late '90s – early '00s: Content is KING! 2002 – Blackberry 2007 – iOS and Android Mid-'00s: Web 2.0 and consumer-generated

content. End of '00s-early 2010: SEO (content

optimization -- back to the words) 2010-now: Mobile (multi-screen) content

Now it's wearable (are tattoos content?)

A BRIEF HISTORY OF CONTENT Last month: Google releases Hummingbird

Semantics-based search. More natural, conversational writing v. keywords/phrases.

Back to journalism 101 and the inverted pyramid. who/what/when/where/why/how

MULTISCREEN BEHAVIOR

Google’s ‘The New Multi-screen World: Understanding Cross-platform Consumer Behavior’

August 2012

The New Multi-Screen World Study, Google, Inc., August 2012

WE GET THIS

and we need to pay attention

LEISURE TIME INFLUENCES ALL TIME

The more we can do during leisure time, the more we expect to be able to all the time. Log into my HR information from my phone. Log into my client’s account information from a

tablet. Log into a resource library or knowledge base on

my laptop while watching a how-to video, placing an order, contacting a rep.

LEISURE TIME MATTERS

We want - and expect - our experiences and our content to be consistent across devices. And we get annoyed when they're not.

Engaging content that drives business – phone numbers, maps, menus – should be front and center on any screen. Sometimes.

WE ALREADY KNOW THIS TOO

so we need to wrap our heads around it

4 TYPES OF CONTENT CONSUMPTERS 1. Grazers: separate multi-tasking aka

"distraction behavior"

2. Investigative spider-webbers: simultaneous, information and discovery driven

3. Social spider-webbers: simultaneous, connection and sharing

4. Quantum: sequential, intent-based

Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

6 DEVICE ARCHETYPES1. TV is "The Everyman"2. Computer is "The Sage"3. Mobile is "The Lover"4. Gaming console is "The Jester"5. E-reader is "The Dreamer"6. Tablet is "The Explorer


4 TYPES OF CONTENT CONSUMPTION


1. Content grazing Use two or more screens to access unrelated

content.

"When the ad breaks come on, I'll check Facebook and my email, just to see what's gong on and catch up on any news."

Or, you're at work and decide to shop.


2. Investigative spider-webbing Use two or more devices at the same time to

view related content. Curiosity-led deep engagement.

"I'll be watching a film and IMDBing, check stuff about the film, I'll think, where have I seen this guy before then go on an epic journey to find him!" Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

3. Social spider-webbing Extroverted, focused on sharing and

connecting. One in five consumers engage while watching live events on TV.

"You're in touch with a lot more stuff – like if I'm watching TV and I want to tell someone about it: I can contact anyone around the world at any time."


4. Quantum Use multiple screens over time, focused on a

single goal. Pathway is sequential and intent-based.

"With more than one screen, I can get information much faster – it's faster to look it up on another screen than to open and change tabs."


6 SCREEN ARCHETYPES

(thanks mr. jung)

1. Television: The Everyman Most established screen, most popular for

multi-screening. 70% of consumers use a second screen while watching TV.

"Something about a giant TV makes you feel less lonely. I'm a student living alone, and having the TV on … makes me feel less like a crazy cat lady."


2.Gaming console: The Jester Immersion in another world with beautiful

images, compelling stories plus social interaction and streaming video. 60% associate with sense of conviviality.

"I'm usually in a good mood and find myself quite immersed. It's the best for relaxing my mind from other frustrations even if it might only be for a temporary moment."


3. Laptop: The Sage Informs, empowers, teaches. Productivity is

key and usually seamless.

"The PC is more about work, information and education. It's the best for detailed information, research and large content."


4. Tablet: The Explorer Evolving. Travels light. Users download fewer

apps, likely to keep their experience clean. Invite both discovery and routine use.

"There's a reason it's called a tablet. It's a blank slate. There is an ocean of things you want to learn about."


5. E-reader: The Dreamer Despite multi-functions, a single-use, quiet-

place device. Content must be thoughtful and non-intrusive.

"It just does one basic function, but it does it extremely well."


6. Mobile phone: The Lover Most personal device, but relationship is

beginning to strain with "the lover's shadow." The "Ruler" archetype emerging, demands unwanted attention.

"My phone is part of me. It has everything on it and is always by my side. I'm happy, safe, complete when I have my phone … apart from when it runs out of battery."


MAKING YOUR CONTENT ACCESSIBLE

Across a million screens and a bazillion people

MOBILE CONTENT AND UX

Multiscreen user experiences vary. Your phone experience is *ideally* a different design than desktop.

Responsive design features "break points" that scale and adjust the presentation.Problem: You end up catering to The Lover

DESKTOP

TABLET

Mobile-ish

CAN'T DO RESPONSIVE?Try this:

Cut features. Eliminate things that are not core to the mobile use case.

Cut content. Reduce word counts and defer secondary information to secondary pages. Optimize ALL content. Short copy with keywords, clean images with relevance.

Enlarge interface elements. Be sensitive to the "fat finger" problem.

Remember, behavior and flexibility vary per device.

Jakob Nielsen's Alertbox, April 10, 2012

HELP ME KNOW WHAT TO DO

8 THINGS TO DO RIGHT NOW1. Take a good hard look at your business strategy.

What is your company trying to share with whom?

2. Look at your org. Is your team optimized?

3. Look at your analytics.

4. Get your priorities straight. Just cuz you can, doesn’t mean you should.

5. Review your UX and IA, including content. If you can, do focus groups. If you can't, read. Stuff is changing fast.

8 THINGS TO DO RIGHT NOW

6. Create an editorial calendar. If you already have one, give it another look. Know what's coming next and make people plan. Force them through the process (when you can).

7. Break down the silos. You cannot do this in a vacuum. IT, marketing, communications, creative, editorial, operations are friends.

8 THINGS TO DO RIGHT NOW

8. Understand that the more things change, the more they stay the same. From a rock – words and pictures To paper – words and pictures To a TV – words and pictures To a computer, to a phone, to a tablet, to a pair

of glasses

The foundation of your work is great, accessible, relevant writing for your audience/consumer/guest.

BEFORE WE GO

Let's look at this applied

Thank you!

Questions and answers

Understanding mobile - CSAUSA 2013

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