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, @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