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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Transcript

  1. 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
  2. 14.

    all the cool kids are doing it something that denotes

    cool the cool factor, Sunday, November 20, 2011
  3. 22.

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

    mobile sites mobile templates responsive designs APIs Sunday, November 20, 2011
  4. 28.

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

    working one-by-one through them. Sunday, November 20, 2011
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. 55.

    Audience Strategy Review Those with Urgent Needs Local Constituencies Short

    Timeframes Don’t Focus on “On the Go” Sunday, November 20, 2011
  12. 57.

    Content Delivery is Secondary to Tangible Utility Make sure your

    content is useful, damn it! Sunday, November 20, 2011
  13. 58.

    Content Delivery Tangible Utility Which is better? or from XKCD,

    http://xkcd.com/773/ Sunday, November 20, 2011
  14. 60.

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

    mobile solutions. Sunday, November 20, 2011
  15. 61.

    Localization is Intensified Find ways to take advantage of location-

    related information & relationships. Sunday, November 20, 2011
  16. 62.

    Content Strategy Review Be able to answer, “What value will

    the targeted audiences get from this content?” Sunday, November 20, 2011
  17. 66.

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

    native or mobile web?” but... Sunday, November 20, 2011
  18. 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
  19. 68.

    APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  20. 69.

    APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  21. 70.

    APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  22. 71.

    APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  23. 72.

    APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  24. 73.
  25. 75.

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

    Student Portal, Transportation Website, & Twitter Sunday, November 20, 2011
  26. 76.

    APIs Mobile Web Native Apps Responsive Designs Mobile Templates Standalone

    sites A poor representation of the ideal platform strategy... Sunday, November 20, 2011
  27. 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
  28. 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
  29. 85.

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

    Smartphone How would you find movie times? Sunday, November 20, 2011
  30. 86.

    3% 97% Use Installed App Download an App Use installed

    app or download one? Sunday, November 20, 2011
  31. 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
  32. 89.

    We should be honest about how much affinity users have

    (or don’t have) for our content... Sunday, November 20, 2011
  33. 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
  34. 94.

    APIs Mobile Web Native Apps Mobile Templates Standalone sites A

    poor representation of the ideal platform strategy... Responsive Designs Sunday, November 20, 2011
  35. 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
  36. 104.

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

    Emergency Calendar Mobile Portal Responsive Design Native Apps Sunday, November 20, 2011
  37. 107.

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

    Twitter... @dmolsen Sunday, November 20, 2011
  38. 109.

    Many thanks to Mr. Robertson for the snazzy device &

    progressive strategy graphics Sunday, November 20, 2011
  39. 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