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
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
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
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”
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