Developing a Progressive Mobile Strategy

Fd31c83c788b7d57277e44c518232b4e?s=47 Dave Olsen
September 28, 2011

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.

Fd31c83c788b7d57277e44c518232b4e?s=128

Dave Olsen

September 28, 2011
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  1. Developing a Progressive Mobile Strategy dave olsen, wvu university relations

    - web @dmolsen
  2. programmer 9 years at wvu wvu has 30,000 students

  3. from 30,000 feet and...

  4. ...2 years in the making.

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

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

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

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

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

  10. “Why?” - me

  11. marketing bullhorn Marketing,

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

    cool the cool factor,
  13. they don’t know why crickets or crickets.

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

  15. Strategy

  16. that iPhone app you want?

  17. it’s not a mobile strategy...

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

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

  20. these are just some of the options... native apps standalone

    mobile sites mobile templates responsive designs APIs
  21. Here There

  22. Progressive Mobile Strategy

  23. None
  24. Iterate

  25. Being Platform Neutral Platform Be Platform Neutral

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

    working one-by-one through them.
  27. Progressive Mobile Strategy has three parts.... a

  28. Audience Strategy

  29. None
  30. Platform Strategy

  31. Progressive Mobile Strategy

  32. Audience Strategy

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

    Etc.
  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.
  35. Google’s Mobile User Groups

  36. Google’s Mobile User Groups Repetitive Now

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

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

  39. Urgent Now

  40. Urgent Now current student...

  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...
  42. Local Users 95% of smartphone users have searched for local

    content. from Google’s “The Mobile Movement” report, April 2011
  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
  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
  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
  46. Audience Strategy Review

  47. Audience Strategy Review Those with Urgent Needs

  48. Audience Strategy Review Those with Urgent Needs Local Constituencies

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

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

    Timeframes Don’t Focus on “On the Go”
  51. None
  52. Content Delivery is Secondary to Tangible Utility Make sure your

    content is useful, damn it!
  53. Content Delivery Tangible Utility Which is better? or from XKCD,

    http://xkcd.com/773/
  54. Don’t Convert, Create Look for new ways to combine content.

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

    mobile solutions.
  56. Localization is Intensified Find ways to take advantage of location-

    related information & relationships.
  57. Content Strategy Review Be able to answer, “What value will

    the targeted audiences get from this content?”
  58. Platform Strategy

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

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

  61. The question is no longer, “Which do we develop for,

    native or mobile web?” but...
  62. “How do we develop solutions to handle both mobile web

    & native now as well as the devices of the future?”
  63. APIs Mobile Web Native Apps Mobile Templates Standalone sites A

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

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

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

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

    poor representation of the ideal platform strategy... Responsive Designs
  68. APIs are the infrastructure for your mobile initiatives... Create Once,

    Publish Everywhere
  69. PRT API Update once. Publishes to: iOS App, Mobile Website,

    Student Portal, Transportation Website, & Twitter
  70. APIs Mobile Web Native Apps Responsive Designs Mobile Templates Standalone

    sites A poor representation of the ideal platform strategy...
  71. standalone mobile sites mobile templates responsive designs Mobile Web-Optimized Solutions

  72. Making the case for mobile web first.

  73. Discovery Discovery

  74. “Not every mobile device will have your app on it

    but every mobile device will have a browser.” - Jason Grigsby, @grigs
  75. 77% of smartphone users use search. Most visited type of

    website. from Google’s “The Mobile Movement” report, April 2011
  76. Urgent Now remember those users?

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

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

  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
  80. Getting social?

  81. search + links = mobile web first

  82. APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs
  83. Native apps should be transformative.

  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.
  85. Wrapping it all up...

  86. #1 Identify the audience.

  87. #2 Identify the content for that audience.

  88. #3 Implement platform solutions.

  89. #4 Lather, rinse, & repeat.

  90. Audience On-campus Admits Prospects Alumni

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

    Calendar
  92. Audience Content Platform On-campus Admits Prospects Alumni Contact Info Map

    Emergency Calendar Mobile Portal Responsive Design Native Apps
  93. Don’t get stuck on platform.

  94. Focus on your targeted audiences & content.

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

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

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

    progressive strategy graphics
  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 ???
  99. The End