Mobile from Strategy to Implementation for the 2013 ASAE Technology Conference (Tech13)

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A m y H i s s r i c h , V P We b S t r a t e g i e s a n d C o m m u n i c a t i o n s

Mobile—Strategy to Implementation Wednesday, December 4, 20132:30-3:30Hashtag: #tech13 LH3

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“Smartphones and tablets are ushering in a new era of multi-platform media, with consumers becoming increasingly agnostic about how, when and where they engage with content.”

-ComScore Mobile Future in Focus 2013

Why are we talking mobile?

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• Audience, goals, objectives

• Landscape and trends

• Metrics

Strategy First

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• What is your audience trying to accomplish?

• Where are they interacting with you?

• How much time do they have?

Audience

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• How can mobile advance your mission?

• How can mobile increase the reach of a program, product or service?

• Where’s the revenue?

Goals

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Revenue

Advertising

Transactions

Sponsorships Membership

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Ad Revenue: IAB

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Strategy First

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• Related to revenue or organizational KPIs

• Related to downloads, visits, or usage• Tied to specific program outcome

Your Examples? What is the data telling you? Is it

chicken and egg?

Measures of Success

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Your DataMobile access to technologyconference.org

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Mobile Landscape1 in every 3 minutes spent online is now spent beyond the PC


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Mobile Landscape


New digital consumption pattern…

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Mobile Landscape

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Mobile Landscape

Source: http://www.pewinternet.org

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Mobile Landscape

Source: http://www.pewinternet.orgSource: http://www.pewinternet.org

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Mobile Landscape

Source: http://www.pewinternet.org

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Mobile Landscape

App: 80%

Web: 20%

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Mobile LandscapeHow Digital Omnivores Spend Their Time


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• New tools, same ground rules---but…the landscape calls for new thinking…

How can we think out of the box in terms of how our members can connect to our organizations using the mobile context?

How can mobile innovate?

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Washington Trails

Social Proof

Photos

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Charity MilesSponsorshipLeverage mobile context

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Lobbying App

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FOAPCrowd sourcing contentRatings-awards

ImagesSocial networking

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AIA Dallas TourSimilar ideas: Location awareness, maps, directories

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UN Country StatsWhat data do you have that people might want to interact with?

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Examples

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ExamplesI’m

Web

I’m Mobile

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• Decisions: Apps versus mobile web?

• Infrastructure and design: Stand alone or integrated?

• Content strategy: COPE

Strategy to Implementation

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• Where does content live? who owns it?

• Constraints of the mobile form factor---use to make decisions

• Start with mobile and scale up?

Strategy to Implementation

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Content Strategy

Is your contentuse similarly long tail?

Source: Karen McGrane’s Content Strategy for Mobile: The Workshop

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Content Strategy

Content audit

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Content Strategy

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Content Strategy

Structured content

TitleSubtitleTeaserMini teaserPriority KeywordsKeywords

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Content StrategySeparating Content from Display

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-Determine which devices-Define the scope and feature set-Manage as a project similar to a website

project-Expect bugs and delays getting into the

app store-Supporting apps takes time!

Apps

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-Code it yourself-Work with an outside product or

development team-Use an off the shelf app builder

Apps

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- Still early days- Many on the market—tested several for

this session but wasn’t happy with any of them

Have you tried any that work well for your needs?

App Builders

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One Web

• W3C One Web approach:

One Web means making, as far as is reasonable, the same information and services available to users irrespective of the device they are using.

• Two current flavors: Responsive & Adaptive

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Responsive: Fluidly change & respond to

fit any screen or device size

Adaptive: Change to fit a predetermined set

of screen and device sizes.

Responsive/Adaptive

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Bootstrap—framework for coding thatincludes responsive

Implementation:

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Responsive

Mostly Fluid: core structure of the layout really doesn't change until the smallest screen width. Instead, the design mostly relies on fluid grids to adapt to a variety of screen sizes. Luke Wroblewski

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Responsive

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Responsive

Column Drop: Patter starts with a multi-column layout and ends up with a single column layout, dropping columns along the way as screen sizes get narrower. Unlike the Mostly Fluid pattern, the overall size of elements in this layout tend to stay consistent. Luke Wroblewski

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Responsive

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Responsive

Layout Shifter: This pattern does the most to adapt across different screen sizes. That is, different layouts are used on large, medium, and small screens. this is where a lot of innovative design is happening. Luke Wroblewski

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Implementation: It’s hardEven Jakub Neilson says Mobile is Hard

“All of our new research findings support a singleconclusion: designing for mobile is hard. Technical accessibility is very far from providing an acceptable user experience. It's not enough that your site will display on a phone. Even touch phones that offer "full featured" browsers don't offer PC-level usability in terms of users' ability to actually get things done on awebsite.”

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Evaluation

ASAE.Conferences.IO

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Mobile from Strategy to Implementation for the 2013 ASAE Technology Conference (Tech13)

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