Developing a Progressive Mobile Strategy

Fd31c83c788b7d57277e44c518232b4e?s=47 Dave Olsen
November 20, 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

November 20, 2011
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  1. Developing a Progressive Mobile Strategy dave olsen, @dmolsen wvu university

    relations - web Sunday, November 20, 2011
  2. slideshare.net/dmolsenwvu Sunday, November 20, 2011

  3. programmer 9 years at wvu wvu has 30,000 students Sunday,

    November 20, 2011
  4. from 30,000 feet and... Sunday, November 20, 2011

  5. ...2 years in the making. Sunday, November 20, 2011

  6. Aug. 2009 iWVU & m.wvu.edu WVU’s Mobile Presence Sunday, November

    20, 2011
  7. Aug. 2010 wvutoday.wvu.edu WVU’s Mobile Presence Sunday, November 20, 2011

  8. Mar. 2011 tournaments.wvu.edu WVU’s Mobile Presence Sunday, November 20, 2011

  9. Apr. 2011 studentaffairs.wvu.edu WVU’s Mobile Presence Sunday, November 20, 2011

  10. 0 2000 4000 6000 8000 Fall 2009 Spring 2010 Fall

    2010 Spring 2011 Fall 2011 Average page views per day m.wvu.edu Traffic by Semester 450%+ increase in average traffic Sunday, November 20, 2011
  11. “We need an app.” - sincerely, the client Sunday, November

    20, 2011
  12. “Why?” - belligerently, me Sunday, November 20, 2011

  13. marketing bullhorn Marketing, Sunday, November 20, 2011

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

    cool the cool factor, Sunday, November 20, 2011
  15. they don’t know why crickets or crickets. Sunday, November 20,

    2011
  16. time for some education classroom Time to educate... Sunday, November

    20, 2011
  17. Strategy Sunday, November 20, 2011

  18. that iPhone app you want? Sunday, November 20, 2011

  19. it’s not a mobile strategy... Sunday, November 20, 2011

  20. an iPhone app... ...a mobile website + Sunday, November 20,

    2011
  21. + again, they’re not a mobile strategy... Sunday, November 20,

    2011
  22. these are just some of the options... native apps standalone

    mobile sites mobile templates responsive designs APIs Sunday, November 20, 2011
  23. Here There Sunday, November 20, 2011

  24. Progressive Mobile Strategy Sunday, November 20, 2011

  25. Sunday, November 20, 2011

  26. Iterate Sunday, November 20, 2011

  27. Being Platform Neutral Platform Be Platform Neutral Sunday, November 20,

    2011
  28. It’s about realistically prioritizing mobile solutions for your organization. Then

    working one-by-one through them. Sunday, November 20, 2011
  29. Sunday, November 20, 2011

  30. Audience Strategy Sunday, November 20, 2011

  31. Progressive Mobile Strategy has three parts.... a Sunday, November 20,

    2011
  32. Sunday, November 20, 2011

  33. Platform Strategy Sunday, November 20, 2011

  34. Progressive Mobile Strategy Sunday, November 20, 2011

  35. Audience Strategy Sunday, November 20, 2011

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

    Etc. Sunday, November 20, 2011
  37. 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. Sunday, November 20, 2011
  38. Google’s Mobile User Groups Sunday, November 20, 2011

  39. Google’s Mobile User Groups Repetitive Now Sunday, November 20, 2011

  40. Google’s Mobile User Groups Repetitive Now Bored Now Sunday, November

    20, 2011
  41. Google’s Mobile User Groups Repetitive Now Bored Now Urgent Now

    Sunday, November 20, 2011
  42. Urgent Now Sunday, November 20, 2011

  43. Urgent Now current student... Sunday, November 20, 2011

  44. 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... Sunday, November 20, 2011
  45. Local Users 95% of smartphone users have searched for local

    content. from Google’s “The Mobile Movement” report, April 2011 Sunday, November 20, 2011
  46. Short Timeframe 88% of smartphone users took action on a

    search result within a day from Google’s “The Mobile Movement” report, April 2011 Sunday, November 20, 2011
  47. 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 Sunday, November 20, 2011
  48. 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 Sunday, November 20, 2011
  49. So is context dead? Sunday, November 20, 2011

  50. Context redefined as personal. Sunday, November 20, 2011

  51. Audience Strategy Review Sunday, November 20, 2011

  52. Audience Strategy Review Those with Urgent Needs Sunday, November 20,

    2011
  53. Audience Strategy Review Those with Urgent Needs Local Constituencies Sunday,

    November 20, 2011
  54. Audience Strategy Review Those with Urgent Needs Local Constituencies Short

    Timeframes Sunday, November 20, 2011
  55. Audience Strategy Review Those with Urgent Needs Local Constituencies Short

    Timeframes Don’t Focus on “On the Go” Sunday, November 20, 2011
  56. Sunday, November 20, 2011

  57. Content Delivery is Secondary to Tangible Utility Make sure your

    content is useful, damn it! Sunday, November 20, 2011
  58. Content Delivery Tangible Utility Which is better? or from XKCD,

    http://xkcd.com/773/ Sunday, November 20, 2011
  59. Don’t Convert, Create Look for new ways to combine content.

    Sunday, November 20, 2011
  60. Break Out of Silos Don’t follow org charts when developing

    mobile solutions. Sunday, November 20, 2011
  61. Localization is Intensified Find ways to take advantage of location-

    related information & relationships. Sunday, November 20, 2011
  62. Content Strategy Review Be able to answer, “What value will

    the targeted audiences get from this content?” Sunday, November 20, 2011
  63. Platform Strategy Sunday, November 20, 2011

  64. an iPhone app... ...a mobile website vs. Sunday, November 20,

    2011
  65. an iPhone app... ...a mobile website vs. Sunday, November 20,

    2011
  66. The question is no longer, “Which do we develop for,

    native or mobile web?” but... Sunday, November 20, 2011
  67. “How do we develop solutions to handle both mobile web

    & native now as well as the devices of the future?” Sunday, November 20, 2011
  68. APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  69. APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  70. APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  71. APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  72. APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  73. APIs are the infrastructure for your mobile initiatives... Create Once,

    Publish Everywhere Sunday, November 20, 2011
  74. Content needs to be recombinable. Sunday, November 20, 2011

  75. PRT API Update once. Publishes to: iOS App, Mobile Website,

    Student Portal, Transportation Website, & Twitter Sunday, November 20, 2011
  76. APIs Mobile Web Native Apps Responsive Designs Mobile Templates Standalone

    sites A poor representation of the ideal platform strategy... Sunday, November 20, 2011
  77. standalone mobile sites mobile templates responsive designs Mobile Web-Optimized Solutions

    Sunday, November 20, 2011
  78. Making the case for mobile web first. Sunday, November 20,

    2011
  79. Discovery Discovery Sunday, November 20, 2011

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

    but every mobile device will have a browser.” - Jason Grigsby, @grigs Sunday, November 20, 2011
  81. 77% of smartphone users use search. Most visited type of

    website. from Google’s “The Mobile Movement” report, April 2011 Sunday, November 20, 2011
  82. Urgent Now remember those users? Sunday, November 20, 2011

  83. They’re looking for our already indexed content. Sunday, November 20,

    2011
  84. Sunday, November 20, 2011

  85. 5% 35% 60% Use an App Use the Web No

    Smartphone How would you find movie times? Sunday, November 20, 2011
  86. 3% 97% Use Installed App Download an App Use installed

    app or download one? Sunday, November 20, 2011
  87. Sunday, November 20, 2011

  88. The lower the affinity for a topic or brand: the

    less likely a user will have an app & the more likely a user will use mobile web. more: Results of Survey Show Why a Mobile Strategy Includes Both Mobile Web & Apps, Aug 2011 summing that up... Sunday, November 20, 2011
  89. We should be honest about how much affinity users have

    (or don’t have) for our content... Sunday, November 20, 2011
  90. “Links don’t open apps.” - Jason Grigsby, @grigs Sunday, November

    20, 2011
  91. 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 Sunday, November 20, 2011
  92. Getting social? Sunday, November 20, 2011

  93. search + links = mobile web first Sunday, November 20,

    2011
  94. APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  95. Native apps should be transformative. Sunday, November 20, 2011

  96. 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. Sunday, November 20, 2011
  97. Wrapping it all up... Sunday, November 20, 2011

  98. #1 Identify the audience. Sunday, November 20, 2011

  99. #2 Identify the content for that audience. Sunday, November 20,

    2011
  100. #3 Implement platform solutions. Sunday, November 20, 2011

  101. #4 Lather, rinse, & repeat. Sunday, November 20, 2011

  102. Audience On-campus Admits Prospects Alumni Sunday, November 20, 2011

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

    Calendar Sunday, November 20, 2011
  104. Audience Content Platform On-campus Admits Prospects Alumni Contact Info Map

    Emergency Calendar Mobile Portal Responsive Design Native Apps Sunday, November 20, 2011
  105. Don’t get stuck on platform. Sunday, November 20, 2011

  106. Focus on your targeted audiences & content. Sunday, November 20,

    2011
  107. Resources Blog & Higher Ed Mobile Directory dmolsen.com I’m on

    Twitter... @dmolsen Sunday, November 20, 2011
  108. Resources Higher Ed Mobile Frameworks kurogo.org mollyproject.org mwf.ucla.edu www.jasig.org/umobile Sunday,

    November 20, 2011
  109. Many thanks to Mr. Robertson for the snazzy device &

    progressive strategy graphics Sunday, November 20, 2011
  110. 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 ??? Headstone by nouspique Movie Theater by ari Sunday, November 20, 2011
  111. The End Sunday, November 20, 2011