Developing a Progressive Mobile Strategy (Key Comm Version)

Developing a Progressive
Mobile Strategy

Tuesday, September 13, 2011

from 30,000 feet and...

...2 years in
the making.


What I’ll Talk About

•Glossary of Terms
•Why Mobile
•A Progressive Strategy


Glossary of Terms


def. Native Apps
an application developed to run natively on the
targeted device. usually written in a device
speciﬁc language like Objective-C or Java.
delivered through app stores (for the most part).


def. iOS
the operating system that powers the iPhone,
iPod Touch, iPad and Apple TV. Analogous to
Android.


def. Mobile Web & Desktop Web
mobile web refers to browser-based access
to the internet from mobile devices. desktop
web is just my way of referring to non-mobile
access.


def. WebKit
a layout engine that powers a number of
popular mobile browsers including Mobile
Safari. not all WebKit-based browsers are equal!


def. Responsive Web Design
ﬂuid layouts coupled with CSS3 media queries
and JavaScript providing an alternate look &
feel for content based on requesting device.
synonymous with adaptive web design.


So
why


65% of 18-29 year olds
have accessed the
mobile internet

from Pew Internet & American Life Project report, May 2010

14% of prospects searched
a college site from
a mobile device

from Noel Levitz E-Expectations report, July 2011

Currently, 30% of US population
uses smartphones.

By 2012, 50% of US population
will use smartphones.

from Asymco, December 2010


True
Anytime, Anywhere Access


Smartphones are SUPER phones.


(part of)
WVU’s Mobile Presence

Aug. 2009
iWVU & m.wvu.edu


7-day Moving Average of Trafﬁc to m.wvu.edu
Chart 2
8000

Start of Spring ’11

Start of Fall ’10
6000

Snowstorm

4000

Start of Spring ’10

2000

0
Aug 28, 2009 Oct 25, 2009 Dec 22, 2009 Feb 18, 2010 Apr 15, 2010 Jun 10, 2010 Aug 7, 2010 Oct 3, 2010 Nov 30, 2010 Jan 27, 2011 Mar 26, 2011 May 22, 2011


m.wvu.edu has had 2 million page views.
Or 10% of the trafﬁc our home page has
had over the same time period.


(part of)

Aug. 2010
wvutoday.wvu.edu


(part of)

Mar. 2011
tournaments.wvu.edu


(part of)

Apr. 2011
studentaffairs.wvu.edu


that iPhone app you might want?


it’s not a mobile strategy...


an iPhone app... ...a mobile website

+


again, they’re not a mobile strategy...

+


these are just some of the options...

standalone responsive designs
mobile sites
native apps mobile templates

APIs

There

Here

Progressive Mobile Strategy


Iterate

Be Platform Neutral

Being Platform Neutral
fo rm
lat
P


It’s about realistically prioritizing
mobile solutions for your organization.
Then working one-by-one through them.


a
Progressive Mobile Strategy
has three stages....


Audience Strategy


Platform Strategy


Traditional Higher Ed Audiences

Prospects Faculty

Students Staff

Alumni Visitors

Etc.


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.


Google’s Mobile User Groups



Repetitive Now



Repetitive Now

Bored Now



Repetitive Now

Bored Now

Urgent Now


Urgent Now


current student...
Urgent Now


I have a meeting. Where’s Allen Hall?

I need to call my professor about a late
assignment...
current student...
Urgent Now
How do I reset my WiFi password?

When does the bus get here?


Local Users
95% of smartphone users have
searched for local content.

from Google’s “The Mobile Movement” report, April 2011

Short Timeframe
88% of smartphone users took action
on a search result within a day


Making Calls
61% of smartphone users ended up
calling a business based on their search.

Tip: make your phone numbers clickable with tel:


Don’t Focus on “On the Go”
30% of smartphone users used the
mobile internet from their couch.
90% used it from home.


Audience Strategy Review



Those with Urgent Needs



Local Constituencies



Short Timeframes



Short Timeframes
Don’t Focus on “On the Go”


Content Delivery is Secondary
to Tangible Utility
Make sure your content is useful, damn it!


Which is better?

Content Delivery or Tangible Utility
from XKCD, http://xkcd.com/773/

Don’t Convert, Create
Look for new ways to combine content.


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


Localization is Intensiﬁed
Find ways to take advantage of location-
related information & relationships.


Content Strategy Review
Be able to answer, “What value will the
targeted audiences get from this content?”


Making the case for mobile web ﬁrst.


Mobile Web-Optimized Solutions
responsive mobile standalone
designs templates mobile sites


Discovery

Discovery

“Not every mobile device will have
your app on it but every mobile
device will have a browser.”
- Jason Grigsby, @grigs


77% of smartphone users use search.
Most visited type of website.


remember those

Urgent Now
users?


They’re looking for our already indexed content.


“Links don’t open apps.”
- Jason Grigsby, @grigs


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

Getting
social?


search + links = mobile web ﬁrst


Platform Strategy Review

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.


Wrapping
it all up...


#1
Identify the audience.


#2
Identify the content for that audience.


#3
Implement platform solutions.


#4
Lather, rinse, & repeat.


Audience

On-campus

Admits

Prospects

Alumni


Audience Content

On-campus Contact Info

Admits Map

Prospects Emergency

Alumni Calendar


Audience Content Platform

On-campus Contact Info Mobile Portal

Admits Map Native Apps

Responsive
Prospects Emergency
Design
Alumni Calendar


Don’t get stuck
on platform.


Focus on your targeted
audiences & content.


Many thanks to Mr. Robertson
for the snazzy device &
progressive strategy graphics.


Thanks,

Priorities by redvers Road to Ribblesdale by Luc B
Swiss Flag by strupler Audience by batmoo
Lego Discovery by dunechaser Drupalcon by Mike Gifford
Grasshopper by trekman Highway Lights by Spreng Ben
Guitarist by postlife1976 Tunnel by Éole
Bullhorn by aisipos Christmas Present by kevindooley
Girl on Stoop by ollipitkanen Clouds by Francisco Martins
Student Recording Video by U. of Denver Calendars by Duane Mendoza
Student in Classroom by Bill Erickson Bananas by sis
Mud by neilspicys Target by ???
Flickr by dsevilla


The End


Developing a Progressive Mobile Strategy (Key Comm Version)

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