The Mobile RevolutionMove Beyond Mobile Friendly and Engage

Mobile Visitors

Tom WentworthCMOEktron

Mark JarvisApril Hobbs Nutter

Morehead State University

Agenda

The undeniable business case for treating mobile as

a primary customer channel

Mobile friendly or mobile first? A maturity

framework.

The shift from desktop to mobile- a case study from

Morehead State University

Resources and next steps

Tweet questions and comments during (and after) the webinar to #mobilerevolution

54.3 Million People in the United States own

smartphonesSource: Comscore Mobilens

http://www.flickr.com/photos/pictfactory/2796367140

Mobile usage will eclipsedesktops by

2013Source: Gartner

Good luck finding an

iPad 2

Tablets Will Reach 82 Million US Consumers By 2015January 2011 “Tablets Will Grow As Fast As MP3 Players”

Have you looked at your analytics data lately?Source: ektron.com

The Four F’s of Mobile Maturity

Failure

Source: http://blog.kissmetrics.com/loading-time/

The Four F’s of Mobile Maturity

Focus

The Four F’s of Mobile Maturity

Mobile Friendly

The Four F’s of Mobile Maturity

What’s Mobile First?

1. Mobile is Exploding

2. Mobile Requires Focus

3. Mobile Extends your

capabilities

Put the Customer First

http://www.flickr.com/photos/toasty/3538820892/

“Google programmers are doing work on mobile applications first, because they are better apps and that’s that top programmers want to develop” – Eric Schmidt, former Google CEO

“We’re just now starting to think about mobile first and desktop second for a lot of our products” – Kate Aronowitz, Design Director of Facebook

“We really need to shift now to start thinking about building mobile first. This is an even better shift than the PC revolution.” – Kevin Lynch, CTO Adobe

Presenters

Mark Jarvis, Senior Web Shared Services AdministratorOffice of Information Technology

m.jarvis@moreheadstate.edu

April Hobbs Nutter, Web Marketing DirectorOffice of Communications & Marketing

a.nutter@moreheadstate.edu

About Morehead State University

Founded in 1887

Enrollment – approximately 9,000 students

Public Regional University

Location – 1 hour east of Lexington, KY and 1 hour west of Huntington, WV on the edge of the Daniel Boone National Forest in Morehead, KY

Average class size – 19 students

Ranked for the 7th consecutive year as one of the top 20 public regionals in U.S. News & World Report

Morehead State is d than you might expect!

About the MSU Website

Managed by the Office of Communications & Marketing with support from the Office of Information Technology – Web Shared Services

First deployment with Ektron (CMS300) in 2004

Contracted with Ektron for an upgrade to version 8 with new site construction; new design launched in October 2010

Uses Ektron-developed templates for flexible design

More than 200 content contributors manage content on Ektron CMS400

Redesign 2010

2004 needed a new look; the content needed an overhaul

We needed to evolve to meet the needs of our customers – prospective students and their families, donors and friends of MSU.

Refocused our external site – www.moreheadstate.edu – on these key audiences. Working to move our internal content to MyMoreheadState portal.

New design needed to include flexible templates for homepage, academic sites, services, etc., including delivery of content for mobile devices.

Why Mobile Matters at MSU

Increased use of mobile devices (iPhone, iPad, Droid, Android and Blackberry) on MSU’s site (thanks to Google Analytics)

Statistics show that’s how our target demographic (prospective 16-18 year olds) look for content

Requests from departments and offices for “mobile-friendly” version of their sites

“Mobile-friendly” means making sites easier to use – with a mobile device or not, by focusing on simple navigation, user-friendly language and clear and accurate content

How We Made Our Website Mobile

Using Ektron CMS400 Flex Template – our site isn’t just “mobile-friendly” – every page on the new site is delivered in a template specifically for mobile devices.

Our site auto detects if a user has a mobile device and automatically delivers the mobile version (with option for full site).

Content is created in the CMS and uses different templates to deliver the content in standard (content.aspx), mobile (mobile.aspx), or other custom formats. So, only one point of content entry for the contributor.

The content and the design are separate; allowing us to have much more flexibility with how we display content.

MSU Website

MSU Website – Mobile View

Uses menu technology to deliver a mobile-specifichomepage.

Menu includes text and icons

Links include most popular sites

Mobile template designed to look like an app

Full site view available at bottom of screen

How We Made Our Website Mobile

The mobile template by default displays the content block of the page and moves the navigation menu below to keep them mobile friendly.

Our mobile homepage is built using a custom navigation menu and does not include a content block.

2 options to enhance the mobile experience:

1. All content on our site can be rendered using the mobile template (example: MSU News site).

or

2. A “custom” site can be delivered using menus, without recreating content (example: MSU Homepage and Dept. of Music, Theatre and Dance.)

MSU Website – News and Mobile News

Standard content template Mobile template

MSU Website – Mobile News Release

In the mobile version, the menu appears under the content, for easy navigation.

The template redelivers the content for mobile – no need for the contributor to do a separate version.

How We Made Our Website Mobile Friendly

Contributors may create custom mobile sites using navigational menus. A mobile redirect (set in the configuration smart form) sends mobile visitors to the custom mobile site instead of displaying the content block and default navigation menu in the mobile template.

Our entire site is mobile-friendly, but by using menus we can deliver what appear to be custom mobile sites, without recreating any content.

How We Made Our Website Mobile

This custom menu is used as the mobile version of our home page – just menu items, no new content – with an icon and link for each item.

How We Made Our Website Mobile

This is our Department of Music, Theatre and Dance (MTD) site. In the next slide, we’ll show you this same menu displayed as their “mobile site” compared to viewing this exact page on a mobile device.

How We Made Our Website Mobile

Screen shots 1 & 2 are the mobile view of the MTD site; #3 shows an alternative mobile site for MTD, using the menu as the mobile site.

1 2 3

What Have We Learned?

Check your stats (we recommend Google Analytics) – you may be surprised how many mobile users you have.

Instead of doing a mobile version, just make your entire site mobile ready using flexible templates. Manage the content in one location and use templates for standard, mobile, etc.

Handy tool for testing: Firefox User Agent Switcher (let’s you simulate iPhone view in your browser)

Flexible templates can provide brand and design consistency from standard to mobile.

When designing pages and creating navigation – simpler is better – mobile or standard.

Give users options: view full site, navigation, search tools.

What Have We Gained?

This is a comparison of Nov. 2009-May 2010 compared to Nov. 2010-May 2011. Our new site launched at the end of October 2010.

Much more mobile traffic! Thanks to the new site (and to our men’s basketball and the NCAA Tournament win over the University of Louisville – March 17, 2011).

What Have We Gained?

Stats showing the top 6 devices. Traffic has increased dramatically from 2009-10 to 2010-11.

This demonstrates why you should be not just thinking mobile, but doing mobile.

Our applications and acceptance rates are up considerably too, especially among key demographics.

Much More Information

Website: http://www.moreheadstate.edu

Mobile Website: http://www.moreheadstate.edu/mobile.aspx

Mark Jarvis, Senior Web Shared Services AdministratorOffice of Information Technology

m.jarvis@moreheadstate.edu

April Hobbs Nutter, Web Marketing DirectorOffice of Communications & Marketing

a.nutter@moreheadstate.edu

Company Founded in 1998

Worldwide operations

Over 3,000 customers and

12,000 sites

Solutions Web content

management Marketing

optimization eCommerce Social business

Ektron at a Glance

Mobile Revolution slides

http://slideshare.net/ektron

Mobile First – Luke Wroblewski

http://www.lukew.com/ff/entry.asp?933

Why the “Web Versus Application” debate is Irrelevant

http://blogs.forrester.com/thomas_husson/11-05-03-

why_the_web_versus_application_debate_is_irrelevant

How Loading Time Affects Your Bottom Line

http://blog.kissmetrics.com/loading-time/

Resources

Continue the conversation at #mobilerevolution