5. AARP.org Centralized Presence
Organic Paid
Marketing Media
Reciprocal
Links
Behavioral
Targeting Earned
Media
Google Search
Keywords
Print
Publications
Events
AARP.org
Drive traffic in
6. AARP.org Distributed Presence
Collaborator / Partner Facebook, Twitter
Web Sites and on other social networks
Influential Blogs
Mobile Devices
and Platforms
Central source of
AARP.org AARP content,
tools and services
Push Content Out 6
7. Mobile
Duct tape & spit
Source Web
API
TV+Radio
Source
XML
Print
Source
Channel Integration Is Messy
8. AARP Mobile Web Adoption Rate
• 2,050% jump in mobile consumption between Q1 2009 & Q1 2011
• Solid growth, despite low mobile optimization on AARP.org in
2009-2010
• Apple devices account for 66%
• Android devices account for 23% and gaining ground
8
13. Learnings Pre-iPhone / iPad
•Be not the center of your universe
•Media channel integration: many, many
small wins at pace
•Tech platforms often too extensive
•Vendor product capability is not strategy
•External market trend may not apply
13
14. GBN’s Innovation Modes
Outside
Co-Development Do It Yourself
With partners
Flagship
App
Development Crowdsourced
Development
Business
Business
Experts Everyone
Employee
Employee Discounts
Involvement
Involvement App
Niche App
Corporate-Wide
Traditional R&D
Innovation
Inside 14
OVO Consulting, 2009; Ertel/GBN, 2006
20. Web site components:
•Feed of latest WCMS
articles (JSON)
•Popular articles
•Member login and card
Onboard the app: APIs:
•Site channels in topic •Latest videos from
button Brightcove CMS
•Save clippings •Twitter
•Dial call center •Facebook
•Flurry tracking code • Bit.ly
Parts Of A Flagship App 20
38. Niche or
Niche or
Franchise
Franchise
App?
App?
In-app customization or personalization
+ + +
Module
Module Module
Module Module
Module Spinoff
Spinoff
11 22 33 App From
App From
Module?
Module?
Flagship App Or Über App? 38
39. Elements Of Our Mobile
Implementation Strategy (Today)
• Develop consumer niche modules/apps
• Keep opportunistic stance
• Platform focus in-house
• Platform agnostic out
• Build before buy
39
40. Seniors Mostly See Barriers
Perceived Benefit or Barrier % Agree
Cost too much to buy 74%
Not be something I need 72%
Cost too much to maintain 70%
Invade my privacy too much 64%
Be something I could rely on 46%
Not be available to me 46%
Give my family/friends peace of mind 45%
Be hard to learn how to use 44%
Make me lose ability to do things myself 43%
Save me time 43%
Barriers Benefits
40
“Mobile Technology, Health and Caregiving Among People 50 and Older,” AARP, Jan. 7, 2011. Shows top 10 of 17
42. Why Mobile At AARP?
The mHealth Gap for Older Americans
Incidence of
Chronic Illness
High
Those who need
mobile technology the
most use it the least.
• 4/5 of 50+ suffer at least one mHealth
chronic illness
• Half of 65-74 have 2-4 chronic Gap
conditions
Engagement Isolation
Use of
Low Mobile Devices
Age
42
43. Mobile
Apple iPhone / 7” Android 6” Kindle 3 7” Sony Dash 10” Apple iPad
iPod Touch Tablets eReader Internet Media Tablet
Device
“Lean Back”
“Lean Forward”
Standard 17” Laptop 12” litl webbook – 22” Vizio Via
Hybrid digital Connected TV
picture frame,
netbook
Thinking Ahead To Other Devices (And Platforms) 43
Steering the big ship. 53-year-old org based in DC with 53 regional/states offices. Serves the U.S., but has international activities.
The one-minute elevator pitch about how AARP, AARP Services, Foundation function and the vast array of things it does.
Betty White campaign launched yesterday on all our media channels. Look for the viral video of her doing phone sex with a Motorola retrobrick phone from the early 80s. AARP.org has evolved beyond just the web site of record. It’s the digital face of the org and a platform from which we integrate with digital services from the outside.
Centralized site structure hard won over several years of reigning in outboard microsites.
Rise of mobile and social, network effects compelling AARP to establish beachheads on dominant digital platforms.
Print, Broadcast, Web, Mobile as paced at AARP. Largest circulation magazine to 22MM households 6x YR cut by three age branges and 100 regiions. Prints 7 out of 8 weeks. Broadcast group partners with My Retirement TV, Jane Pauley, syndicates to cable and 130 radio stations from studios at HQ. Web site 6MM uniques a month, 2MM+ registered accounts, 200K actives commty users. Mobile launched as platform only 7 months ago.
Traffic to web site from mobile devices increasing dramatically. Site not optimized and traffic is not managed.
Business units dabbling in mobile in recent years. National Event annually with 25,000 members; celebs like Tony Bennet, Elton John. L.A. t his year Kiosk vendor used by events group.
Like every other magazine publisher, we are dealing with the rebirth of magazines on multi-touch tablets. Vendors like Woodwing and Adobe out there. We’re using Texterity here.
Many consumer brands have been using carrier-class mobile adaptation services that scrape a web site as is and convert to mobile thru 5000 profiles. This approach will be viable for some time to come, especially in developing countries. Brightcove moving into this space as of today.
Touch on tactical forays into SMS by eAdvocacy (GOTV) and Foundation (Haiti). Phone number capture and opt-in problematic for AARP to scale. Member concerns about phone charges. Roll out for member services will require several large biz units to pool efforts. On smartphone apps, will mimic this function with notifications. Jack Phillips for America http://blog.aarp.org/2010/10/27/were_having_a_lot_of/ Haiti http://foundation.aarp.org/HaitiRelief/
Flagship with Bottle Rocket Apps. Discounts App working with AARP subsidiary. Niche app concepting with consultancies. Crowdsourced would be holy grail.
Boss carrying around iPad from first week on sale during all the team meetings in the runup to relaunch of AARP.org. Soon, CIO, the board, C-suite. IT supporting iOS.
Commonality in how the mobile guys and gals carry a minimum of three phones. NGS, NPR, Gannett, Intiut, CTO Coupons.com.
Kicking off flagship app with small teams and accomplished vendor.
Situated in Product Management. Launched mobile sprint in parallel to main. Operationalized after launch.
Bottle Rocket schtick with sketching Uis. Actually had no formal wireframes in the rush to the launch of the flagship.
WAS NOT READY: Site TOS, stock photo license, some existing site feeds were broken, Omniture tracking too complex to implement at start, gathering app store assets, working with media relations
Custom CMS process traverses down the pages and selects content according to these rules: Fixed number of most recent articles. X - Exclude content not appropriate or ready for mobile. Made use of existing five picture thumbnail sizes. Append Trivia Quiz and ads.
Tricky, fragile roundtrip from phone to authenticate with our web-based join renew tunnel.
Join/Renew web forms mobilized for the iOS apps.
Launched at last year’s Member Event in Orlando. Presented on stage to an audience of 12,000 members on last day of 3-day. Covered by Ed Baig in USA Today.
Currently requires users to download Amazon Appstore App and auth into Amazon account. Not integrated to Android OS—can’ t manage other apps; no Google single signon with apps.
Amazon EC2 live test drive. DeviceAnywhere offers similar service.
Need to shift UX to a “what phone do you have?”
Mobile adaptation – MDOT – Streamlined presentation of all content based on device profile. Device specific promotions (apps). Spanish version coming.
Mobile adaptation – MDOT – Streamlined presentation of all content based on device profile. Device specific promotions (apps). Spanish version.
M.DOT wireframes from specification doc.
What to do with legacy web tools on the site, some of which (caregiving) have value in mobile use case?
45-day maintenance and feature release cycle mindful of infrastructure changes like M.DOT launch.
What we know about seniors and digital tech…PEW gadget study late 2010…Boomer women control the household. Want: Simplicity, Very clear value proposition; nav labels literal Low cost; not just money, but effort, my time is short, better things to spend it on. Pre-configured options, don’ t want to fiddle
Adoption low in older generations, but increasing rapidly. Also: Nielsen data from Oct 2010 slices operating system usage by age.
Note sandwich generation supporting their children and parents. Mandate to connect generations…grandparents and grandkids.
NOT gadgets: smartphones and tablets (other devices) are an essential looking glass into cloud data.