You don't get to decide which device people use to access your content: they do. By 2015, more people will access the internet via mobile devices than on traditional computers. In the US today, one-third of people who browse the internet on their mobile phone say that's the only way they go online—for teens and young adults, those numbers are even higher. It's time to stop avoiding the issue by saying "no one will ever want to do that on mobile; "chances are, someone already wants to. In this session, Karen will discuss why you need to deliver content wherever your customer wants to consume it — and what the risks when you don't make content accessible to mobile users. Already convinced it's important? She'll also explain how to get started with your mobile content strategy, defining what you want to publish, what the relationship should be between your mobile and desktop site, and how your editorial workflow and content management tools need to evolve.

1. THE MOBILE CONTENT MANDATE
@karenmcgrane

7. There is no reason for any individual
to have a computer in his home.
— Ken Olsen, CEO of Digital Equipment Corp.

8. There is no reason anyone
will need to do that on mobile.
—Your university, probably

11. 1988
DEC is the world’s second largest computer company

12. 1988
1990
Posts its first quarterly loss and
begins laying off employees

13. 1988
1990 1991
Posts its first full-year loss

14. 1988
1990 1991
1998
Acquired by Compaq

15. “
In industry after industry, the new
technologies that brought the big,
established companies to their knees
weren’t better or more advanced —
they were actually worse. The new
products were low-end, dumb, shoddy,
and in almost every way inferior.
—The New Yorker

16. DISRUPTIVE INNOVATION

17. RADIOS

18. PRINTERS

19. PHOTOGRAPHY

20. PERSONAL COMPUTERS

21. THE DIGITAL DIVIDE
The Digital Divide

22. 20%
OF AMERICANS HAVE NO
INTERNET ACCESS AT ALL.
35%
HAVE NO INTERNET
ACCESS AT HOME.

23. OF BLACK AMERICANS
HAVE NO INTERNET ACCESS.
29%
HAVE NO BROADBAND
51% ACCESS AT HOME.

24. OF HISPANIC AMERICANS
HAVE NO INTERNET ACCESS.
32%
HAVE NO BROADBAND
49% ACCESS AT HOME.

25. 38%
OF LOW-INCOME
AMERICANS HAVE NO
INTERNET ACCESS.
59%
HAVE NO BROADBAND
ACCESS AT HOME.

26. 46%
OF AMERICANS WITH A
DISABILITY HAVE NO
INTERNET ACCESS.
59%
HAVE NO BROADBAND
ACCESS AT HOME.

27. 57%
OF AMERICANS WITHOUT A
HIGH SCHOOL DIPLOMA
HAVE NO INTERNET ACCESS.
88%
HAVE NO BROADBAND
ACCESS AT HOME.

28. MOBILE OWNERSHIP
85%
MOBILE INTERNET USE
91%
63%
31%
2009
2013
2009
2013

29. THE MOBILE ONLY USER

30. 63% OF AMERICANS WHO USE THEIR
MOBILE PHONES TO GO ONLINE
34%
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE

31. 45%
USE THE INTERNET ON MOBILE
HALF THE TIME OR MORE

32. 45%
OF LOW-INCOME AMERICANS
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE

33. 45%
OF HIGH-SCHOOL EDUCATED
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE

34. 43%*
OF BLACK AMERICANS
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE

35. 60%
OF HISPANIC AMERICANS
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE

36. 50%
OF TEENS 12–17
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE

37. 50%
OF YOUNG ADULTS 18–29
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE

38. Mobile was the final frontier in the
access revolution. It has erased the
digital divide. A mobile device is the
internet for many people.
— Susannah Fox, Pew Research

39. 44%
OF THE FORTUNE 100
DON’T HAVE A MOBILE
WEBSITE.
Source: Pure Oxygen Mobile

40. 84%
OF CONSUMER BRANDS
DON’T HAVE A MOBILE
STRATEGY.
Source: Digiday, Brands Struggle In Mobile

41. 80%
OF B2B BRANDS DON’T
HAVE A MOBILE STRATEGY.
Source: Business Publishing Sector Cautious About Mobile

48. united club membership

49. united club membership

52. NOW WHAT?

53. CONTENT
STRATEGY
FOR MOBILE

54. KNOW YOUR WORKFLOW

55. Web
Mobile

57. NO FORKING WAY.

58. IT’S NOT A STRATEGY IF YOU
CAN’T MAINTAIN IT.

59. WRITE BETTER
Content Modeling

62. THERE’S NO SUCH THING AS
“HOW TO WRITE FOR MOBILE.”
THERE’S JUST GOOD WRITING.

64. We felt it was a life-saving imperative to
have all of our content on mobile.
— David Balcom, American Cancer Society

68. It’s not that it was designed and written
for mobile, it’s just good content.
— David Balcom, American Cancer Society

69. GOOD CONTENT TRANSCENDS
PLATFORM.

70. CHUNK YOUR BLOBS

74. Which content should we include
(or exclude)?
Should long pages be broken into
shorter ones?
Will it work to reuse headings as
links?
Will it work to truncate body copy
for teasers?
What fallbacks can we provide if
our desktop content just won’t
work?

75. RESPONSIVE DESIGN WON’T
FIX YOUR CONTENT PROBLEM.

76. A PACKAGE OF IMAGE CROPS

78. LENGTH
60 characters, 100 characters, 200 characters
TONE + STYLE
SEO-optimized, Colloqiual
SUPERHEADS + SUBHEADS
Combo packages

82. DON’T CREATE CONTENT FOR A
SPECIFIC CONTEXT.

83. YOU DON'T GET TO DECIDE
WHICH DEVICE PEOPLE USE
TO GO ON THE INTERNET.
THEY DO.

84. DISRUPTIVE TECHNOLOGIES
EVENTUALLY GET GOOD.
OR THEY REDEFINE WHAT
GOOD MEANS.

85. DO MOBILE RIGHT.
RIGHT FROM THE START.

86. THANKS!
@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149