Developing a Progressive Mobile Strategy

A common refrain from both management and clients alike today is, "We need an app..." Unfortunately, over the long-term, mobile solutions for you or your clients’ organizations will need to be more diversified than a single app. From optimizing current web content to developing unique experiences mobile will touch, and possibly transform, your entire enterprise. Not only will your interactions with your customers be affected by the rapid adoption of smartphones but also your workforce and business processes. Combining lessons learned at a large, land-grant university as well as the latest statistics on mobile we’ll review why you need a cross-audience, cross-content, and cross-platform mobile strategy, what one is all about, and how it’ll help you prioritize your mobile solutions.

Transcript

1. Developing a Progressive
   Mobile Strategy
   dave olsen, wvu university relations - web
   @dmolsen
   

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2. programmer
   9 years at wvu
   wvu has 30,000 students
   

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3. from 30,000 feet and...
   

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4. ...2 years in
   the making.
   

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5. Aug. 2009
   iWVU & m.wvu.edu
   WVU’s Mobile Presence
   

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6. Aug. 2010
   wvutoday.wvu.edu
   WVU’s Mobile Presence
   

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7. Mar. 2011
   tournaments.wvu.edu
   WVU’s Mobile Presence
   

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8. Apr. 2011
   studentaffairs.wvu.edu
   WVU’s Mobile Presence
   

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9. “We need an app.”
   - sincerely, the client
   

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10. “Why?”
    - me
    

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11. marketing
    bullhorn
    Marketing,
    

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12. all the cool kids are doing it
    something that denotes cool
    the cool factor,
    

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13. they don’t know why
    crickets
    or crickets.
    

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14. time for some education
    classroom
    Time to educate...
    

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15. Strategy
    

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16. that iPhone app you want?
    

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17. it’s not a mobile strategy...
    

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18. an iPhone app... ...a mobile website
    +
    

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19. +
    again, they’re not a mobile strategy...
    

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20. these are just some of the options...
    native apps
    standalone
    mobile sites
    mobile templates
    responsive designs
    APIs
    

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21. Here
    There
    

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22. Progressive Mobile Strategy
    

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24. Iterate
    

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25. Being Platform Neutral
    Platform
    Be Platform Neutral
    

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26. It’s about realistically prioritizing
    mobile solutions for your organization.
    Then working one-by-one through them.
    

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27. Progressive Mobile Strategy
    has three parts....
    a
    

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28. Audience Strategy
    

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30. Platform Strategy
    

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31. Progressive Mobile Strategy
    

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32. Audience Strategy
    

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33. Traditional Higher Ed Audiences
    Students
    Faculty
    Staff
    Visitors
    Prospects
    Alumni
    Etc.
    

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34. 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.
    

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35. Google’s Mobile User Groups
    

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36. Google’s Mobile User Groups
    Repetitive Now
    

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37. Google’s Mobile User Groups
    Repetitive Now
    Bored Now
    

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38. Google’s Mobile User Groups
    Repetitive Now
    Bored Now
    Urgent Now
    

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39. Urgent Now
    

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40. Urgent Now
    current student...
    

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41. 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 Now
    current student...
    

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42. Local Users
    95% of smartphone users have
    searched for local content.
    from Google’s “The Mobile Movement” report, April 2011
    

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43. Short Timeframe
    88% of smartphone users took action
    on a search result within a day
    from Google’s “The Mobile Movement” report, April 2011
    

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44. Making Calls
    61% of smartphone users ended up
    calling a business based on their search.
    Tip: make your phone numbers clickable with tel:
    from Google’s “The Mobile Movement” report, April 2011
    

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45. Don’t Focus on “On the Go”
    30% of smartphone users used the
    mobile internet from their couch.
    90% used it from home.
    from Google’s “The Mobile Movement” report, April 2011
    

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46. Audience Strategy Review
    

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47. Audience Strategy Review
    Those with Urgent Needs
    

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48. Audience Strategy Review
    Those with Urgent Needs
    Local Constituencies
    

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49. Audience Strategy Review
    Those with Urgent Needs
    Local Constituencies
    Short Timeframes
    

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50. Audience Strategy Review
    Those with Urgent Needs
    Local Constituencies
    Short Timeframes
    Don’t Focus on “On the Go”
    

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52. Content Delivery is Secondary
    to Tangible Utility
    Make sure your content is useful, damn it!
    

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53. Content Delivery Tangible Utility
    Which is better?
    or
    from XKCD, http://xkcd.com/773/
    

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54. Don’t Convert, Create
    Look for new ways to combine content.
    

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55. Break Out of Silos
    Don’t follow org charts when
    developing mobile solutions.
    

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56. Localization is Intensified
    Find ways to take advantage of location-
    related information & relationships.
    

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57. Content Strategy Review
    Be able to answer, “What value will the
    targeted audiences get from this content?”
    

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58. Platform Strategy
    

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59. an iPhone app... ...a mobile website
    vs.
    

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60. an iPhone app... ...a mobile website
    vs.
    

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61. The question is no longer, “Which do we
    develop for, native or mobile web?” but...
    

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62. “How do we develop solutions to handle
    both mobile web & native now as well
    as the devices of the future?”
    

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63. APIs
    Mobile Web
    Native Apps
    Mobile Templates
    Standalone sites
    A poor representation of the ideal
    platform strategy...
    Responsive Designs
    

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64. APIs
    Mobile Web
    Native Apps
    Mobile Templates
    Standalone sites
    A poor representation of the ideal
    platform strategy...
    Responsive Designs
    

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65. APIs
    Mobile Web
    Native Apps
    Mobile Templates
    Standalone sites
    A poor representation of the ideal
    platform strategy...
    Responsive Designs
    

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66. APIs
    Mobile Web
    Native Apps
    Mobile Templates
    Standalone sites
    A poor representation of the ideal
    platform strategy...
    Responsive Designs
    

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67. APIs
    Mobile Web
    Native Apps
    Mobile Templates
    Standalone sites
    A poor representation of the ideal
    platform strategy...
    Responsive Designs
    

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68. APIs are the infrastructure for your mobile initiatives...
    Create Once, Publish Everywhere
    

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69. PRT API
    Update once. Publishes to:
    iOS App,
    Mobile Website,
    Student Portal,
    Transportation Website, &
    Twitter
    

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70. APIs
    Mobile Web
    Native Apps
    Responsive Designs
    Mobile Templates
    Standalone sites
    A poor representation of the ideal
    platform strategy...
    

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71. standalone
    mobile sites
    mobile
    templates
    responsive
    designs
    Mobile Web-Optimized Solutions
    

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72. Making the case for mobile web first.
    

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73. Discovery
    Discovery
    

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74. “Not every mobile device will have
    your app on it but every mobile
    device will have a browser.”
    - Jason Grigsby, @grigs
    

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75. 77% of smartphone users use search.
    Most visited type of website.
    from Google’s “The Mobile Movement” report, April 2011
    

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76. Urgent Now
    remember those
    users?
    

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77. They’re looking for our already indexed content.
    

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78. “Links don’t open apps.”
    - Jason Grigsby, @grigs
    

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79. 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
    

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80. Getting
    social?
    

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81. search + links = mobile web first
    

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82. APIs
    Mobile Web
    Native Apps
    Mobile Templates
    Standalone sites
    A poor representation of the ideal
    platform strategy...
    Responsive Designs
    

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83. Native apps
    should be transformative.
    

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84. Platform Strategy Review
    Start working on your infrastructure. Now.
    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.
    

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85. Wrapping
    it all up...
    

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86. #1
    Identify the audience.
    

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87. #2
    Identify the content for that audience.
    

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88. #3
    Implement platform solutions.
    

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89. #4
    Lather, rinse, & repeat.
    

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90. Audience
    On-campus
    Admits
    Prospects
    Alumni
    

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91. Audience Content
    On-campus
    Admits
    Prospects
    Alumni
    Contact Info
    Map
    Emergency
    Calendar
    

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92. Audience Content Platform
    On-campus
    Admits
    Prospects
    Alumni
    Contact Info
    Map
    Emergency
    Calendar
    Mobile Portal
    Responsive
    Design
    Native Apps
    

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93. Don’t get stuck
    on platform.
    

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94. Focus on your targeted
    audiences & content.
    

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95. Resources
    Blog & Higher Ed Mobile Directory
    dmolsen.com
    I’m on Twitter...
    @dmolsen
    

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96. Resources
    Higher Ed Mobile Frameworks
    kurogo.org
    mollyproject.org
    mwf.ucla.edu
    www.jasig.org/umobile
    

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97. Many thanks to Mr. Robertson
    for the snazzy device &
    progressive strategy graphics
    

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98. Thanks,
    Girl on Stoop by ollipitkanen
    Student Recording Video by U. of Denver
    Student in Classroom by Bill Erickson
    Road to Ribblesdale by Luc B
    Audience by batmoo
    Drupalcon by Mike Gifford
    Highway Lights by Spreng Ben
    Tunnel by Éole
    Christmas Present by kevindooley
    Calendars by Duane Mendoza
    Flickr by dsevilla
    Clouds by Francisco Martins
    Bullhorn by aisipos
    Guitarist by postlife1976
    Grasshopper by trekman
    Lego Discovery by dunechaser
    Swiss Flag by strupler
    Priorities by redvers
    Bananas by sis
    Mud by neilspicys Target by ???
    

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99. The End
    

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