Developing a
Progressive
Mobile Strategy
dave olsen, @dmolsen
wvu university relations - web
Sunday, November 20, 2011
Slide 2
Slide 2 text
slideshare.net/dmolsenwvu
Sunday, November 20, 2011
Slide 3
Slide 3 text
programmer
9 years at wvu
wvu has 30,000 students
Sunday, November 20, 2011
Slide 4
Slide 4 text
from 30,000 feet and...
Sunday, November 20, 2011
Slide 5
Slide 5 text
...2 years in
the making.
Sunday, November 20, 2011
Slide 6
Slide 6 text
Aug. 2009
iWVU & m.wvu.edu
WVU’s Mobile Presence
Sunday, November 20, 2011
Slide 7
Slide 7 text
Aug. 2010
wvutoday.wvu.edu
WVU’s Mobile Presence
Sunday, November 20, 2011
Slide 8
Slide 8 text
Mar. 2011
tournaments.wvu.edu
WVU’s Mobile Presence
Sunday, November 20, 2011
Slide 9
Slide 9 text
Apr. 2011
studentaffairs.wvu.edu
WVU’s Mobile Presence
Sunday, November 20, 2011
Slide 10
Slide 10 text
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
Slide 11
Slide 11 text
“We need an app.”
- sincerely, the client
Sunday, November 20, 2011
Slide 12
Slide 12 text
“Why?”
- belligerently, me
Sunday, November 20, 2011
Slide 13
Slide 13 text
marketing
bullhorn
Marketing,
Sunday, November 20, 2011
Slide 14
Slide 14 text
all the cool kids are doing it
something that denotes cool
the cool factor,
Sunday, November 20, 2011
Slide 15
Slide 15 text
they don’t know why
crickets
or crickets.
Sunday, November 20, 2011
Slide 16
Slide 16 text
time for some education
classroom
Time to educate...
Sunday, November 20, 2011
Slide 17
Slide 17 text
Strategy
Sunday, November 20, 2011
Slide 18
Slide 18 text
that iPhone app you want?
Sunday, November 20, 2011
Slide 19
Slide 19 text
it’s not a mobile strategy...
Sunday, November 20, 2011
Slide 20
Slide 20 text
an iPhone app... ...a mobile website
+
Sunday, November 20, 2011
Slide 21
Slide 21 text
+
again, they’re not a mobile strategy...
Sunday, November 20, 2011
Slide 22
Slide 22 text
these are just some of the options...
native apps
standalone
mobile sites
mobile templates
responsive designs
APIs
Sunday, November 20, 2011
Slide 23
Slide 23 text
Here
There
Sunday, November 20, 2011
Slide 24
Slide 24 text
Progressive Mobile Strategy
Sunday, November 20, 2011
Slide 25
Slide 25 text
Sunday, November 20, 2011
Slide 26
Slide 26 text
Iterate
Sunday, November 20, 2011
Slide 27
Slide 27 text
Being Platform Neutral
Platform
Be Platform Neutral
Sunday, November 20, 2011
Slide 28
Slide 28 text
It’s about realistically prioritizing
mobile solutions for your organization.
Then working one-by-one through them.
Sunday, November 20, 2011
Slide 29
Slide 29 text
Sunday, November 20, 2011
Slide 30
Slide 30 text
Audience Strategy
Sunday, November 20, 2011
Slide 31
Slide 31 text
Progressive Mobile Strategy
has three parts....
a
Sunday, November 20, 2011
Slide 32
Slide 32 text
Sunday, November 20, 2011
Slide 33
Slide 33 text
Platform Strategy
Sunday, November 20, 2011
Slide 34
Slide 34 text
Progressive Mobile Strategy
Sunday, November 20, 2011
Slide 35
Slide 35 text
Audience Strategy
Sunday, November 20, 2011
Slide 36
Slide 36 text
Traditional Higher Ed Audiences
Students
Faculty
Staff
Visitors
Prospects
Alumni
Etc.
Sunday, November 20, 2011
Slide 37
Slide 37 text
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
Slide 38
Slide 38 text
Google’s Mobile User Groups
Sunday, November 20, 2011
Slide 39
Slide 39 text
Google’s Mobile User Groups
Repetitive Now
Sunday, November 20, 2011
Slide 40
Slide 40 text
Google’s Mobile User Groups
Repetitive Now
Bored Now
Sunday, November 20, 2011
Slide 41
Slide 41 text
Google’s Mobile User Groups
Repetitive Now
Bored Now
Urgent Now
Sunday, November 20, 2011
Slide 42
Slide 42 text
Urgent Now
Sunday, November 20, 2011
Slide 43
Slide 43 text
Urgent Now
current student...
Sunday, November 20, 2011
Slide 44
Slide 44 text
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
Slide 45
Slide 45 text
Local Users
95% of smartphone users have
searched for local content.
from Google’s “The Mobile Movement” report, April 2011
Sunday, November 20, 2011
Slide 46
Slide 46 text
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
Slide 47
Slide 47 text
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
Slide 48
Slide 48 text
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
Slide 49
Slide 49 text
So is context dead?
Sunday, November 20, 2011
Slide 50
Slide 50 text
Context redefined as personal.
Sunday, November 20, 2011
Slide 51
Slide 51 text
Audience Strategy Review
Sunday, November 20, 2011
Slide 52
Slide 52 text
Audience Strategy Review
Those with Urgent Needs
Sunday, November 20, 2011
Slide 53
Slide 53 text
Audience Strategy Review
Those with Urgent Needs
Local Constituencies
Sunday, November 20, 2011
Slide 54
Slide 54 text
Audience Strategy Review
Those with Urgent Needs
Local Constituencies
Short Timeframes
Sunday, November 20, 2011
Slide 55
Slide 55 text
Audience Strategy Review
Those with Urgent Needs
Local Constituencies
Short Timeframes
Don’t Focus on “On the Go”
Sunday, November 20, 2011
Slide 56
Slide 56 text
Sunday, November 20, 2011
Slide 57
Slide 57 text
Content Delivery is Secondary
to Tangible Utility
Make sure your content is useful, damn it!
Sunday, November 20, 2011
Slide 58
Slide 58 text
Content Delivery Tangible Utility
Which is better?
or
from XKCD, http://xkcd.com/773/
Sunday, November 20, 2011
Slide 59
Slide 59 text
Don’t Convert, Create
Look for new ways to combine content.
Sunday, November 20, 2011
Slide 60
Slide 60 text
Break Out of Silos
Don’t follow org charts when
developing mobile solutions.
Sunday, November 20, 2011
Slide 61
Slide 61 text
Localization is Intensified
Find ways to take advantage of location-
related information & relationships.
Sunday, November 20, 2011
Slide 62
Slide 62 text
Content Strategy Review
Be able to answer, “What value will the
targeted audiences get from this content?”
Sunday, November 20, 2011
Slide 63
Slide 63 text
Platform Strategy
Sunday, November 20, 2011
Slide 64
Slide 64 text
an iPhone app... ...a mobile website
vs.
Sunday, November 20, 2011
Slide 65
Slide 65 text
an iPhone app... ...a mobile website
vs.
Sunday, November 20, 2011
Slide 66
Slide 66 text
The question is no longer, “Which do we
develop for, native or mobile web?” but...
Sunday, November 20, 2011
Slide 67
Slide 67 text
“How do we develop solutions to handle
both mobile web & native now as well
as the devices of the future?”
Sunday, November 20, 2011
Slide 68
Slide 68 text
APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
Sunday, November 20, 2011
Slide 69
Slide 69 text
APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
Sunday, November 20, 2011
Slide 70
Slide 70 text
APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
Sunday, November 20, 2011
Slide 71
Slide 71 text
APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
Sunday, November 20, 2011
Slide 72
Slide 72 text
APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
Sunday, November 20, 2011
Slide 73
Slide 73 text
APIs are the infrastructure for your mobile initiatives...
Create Once, Publish Everywhere
Sunday, November 20, 2011
Slide 74
Slide 74 text
Content needs to be recombinable.
Sunday, November 20, 2011
Slide 75
Slide 75 text
PRT API
Update once. Publishes to:
iOS App,
Mobile Website,
Student Portal,
Transportation Website, &
Twitter
Sunday, November 20, 2011
Slide 76
Slide 76 text
APIs
Mobile Web
Native Apps
Responsive Designs
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Sunday, November 20, 2011
Slide 77
Slide 77 text
standalone
mobile sites
mobile
templates
responsive
designs
Mobile Web-Optimized Solutions
Sunday, November 20, 2011
Slide 78
Slide 78 text
Making the case for mobile web first.
Sunday, November 20, 2011
Slide 79
Slide 79 text
Discovery
Discovery
Sunday, November 20, 2011
Slide 80
Slide 80 text
“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
Slide 81
Slide 81 text
77% of smartphone users use search.
Most visited type of website.
from Google’s “The Mobile Movement” report, April 2011
Sunday, November 20, 2011
Slide 82
Slide 82 text
Urgent Now
remember those
users?
Sunday, November 20, 2011
Slide 83
Slide 83 text
They’re looking for our already indexed content.
Sunday, November 20, 2011
Slide 84
Slide 84 text
Sunday, November 20, 2011
Slide 85
Slide 85 text
5%
35%
60% Use an App
Use the Web
No Smartphone
How would you find movie times?
Sunday, November 20, 2011
Slide 86
Slide 86 text
3%
97%
Use Installed App
Download an App
Use installed app or download one?
Sunday, November 20, 2011
Slide 87
Slide 87 text
Sunday, November 20, 2011
Slide 88
Slide 88 text
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
Slide 89
Slide 89 text
We should be honest about how much affinity
users have (or don’t have) for our content...
Sunday, November 20, 2011
Slide 90
Slide 90 text
“Links don’t open apps.”
- Jason Grigsby, @grigs
Sunday, November 20, 2011
Slide 91
Slide 91 text
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
Slide 92
Slide 92 text
Getting
social?
Sunday, November 20, 2011
Slide 93
Slide 93 text
search + links = mobile web first
Sunday, November 20, 2011
Slide 94
Slide 94 text
APIs
Mobile Web
Native Apps
Mobile Templates
Standalone sites
A poor representation of the ideal
platform strategy...
Responsive Designs
Sunday, November 20, 2011
Slide 95
Slide 95 text
Native apps
should be transformative.
Sunday, November 20, 2011
Slide 96
Slide 96 text
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
Slide 97
Slide 97 text
Wrapping
it all up...
Sunday, November 20, 2011
Slide 98
Slide 98 text
#1
Identify the audience.
Sunday, November 20, 2011
Slide 99
Slide 99 text
#2
Identify the content for that audience.
Sunday, November 20, 2011
Slide 100
Slide 100 text
#3
Implement platform solutions.
Sunday, November 20, 2011
Slide 101
Slide 101 text
#4
Lather, rinse, & repeat.
Sunday, November 20, 2011
Slide 102
Slide 102 text
Audience
On-campus
Admits
Prospects
Alumni
Sunday, November 20, 2011
Slide 103
Slide 103 text
Audience Content
On-campus
Admits
Prospects
Alumni
Contact Info
Map
Emergency
Calendar
Sunday, November 20, 2011
Slide 104
Slide 104 text
Audience Content Platform
On-campus
Admits
Prospects
Alumni
Contact Info
Map
Emergency
Calendar
Mobile Portal
Responsive
Design
Native Apps
Sunday, November 20, 2011
Slide 105
Slide 105 text
Don’t get stuck
on platform.
Sunday, November 20, 2011
Slide 106
Slide 106 text
Focus on your targeted
audiences & content.
Sunday, November 20, 2011
Slide 107
Slide 107 text
Resources
Blog & Higher Ed Mobile Directory
dmolsen.com
I’m on Twitter...
@dmolsen
Sunday, November 20, 2011
Slide 108
Slide 108 text
Resources
Higher Ed Mobile Frameworks
kurogo.org
mollyproject.org
mwf.ucla.edu
www.jasig.org/umobile
Sunday, November 20, 2011
Slide 109
Slide 109 text
Many thanks to Mr. Robertson
for the snazzy device &
progressive strategy graphics
Sunday, November 20, 2011
Slide 110
Slide 110 text
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