Push to Engage
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We’re in a digital economy that increasingly favors 'push' experiences over users opening apps and sites for the information they need. Contextually relevant notifications are a differentiator in digital product, where consumers often have multiple apps capable of communicating the same content or service on each device.
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Push to Engage
- 1. Push to Engage CHRISTIAN GLOVER WILSON
- 3. Not just app and web “…notifications themselves are becoming that third runtime…” Benedict Evans venture capitalist with Andreessen Horowitz Nativeapps Responsiveweb NOTIFICATIONS http://ben-evans.com/benedictevans/2015/3/24/the-state-of-messaging
- 4. Broad adoption across businesses
- 5. Seen on more than just the phone Smart TVs and consolesConnected cars and HUDs Connected appliances Desktop notifications Watches and wearables AR and goggles
- 6. Positive consumer sentiment 70% of consumers found all types of push notifications, including order updates and location-based messages, to be valuable 47% of consumers want mobile offers on their devices when they pass by a store Responsys Feb 2014
- 7. They already reach a lot of users 52% of people enable push in their apps iOS 46% Android 59% • The average US smartphone user has 47 apps on their phone • In any given week, we actively use about a third of those • Most people spend about 80% of their time with just five apps • Users pick up their phones 221 times a day Localytics Aug 2014
- 8. “The New York Times reaches about 15 million devices with our breaking news alerts, which is just a crazy number. No communication medium in history has ever allowed us to reach that many people all at the same time, maybe with the exception of television. I mean even if our Twitter account had 15 million followers, only, what, 2 percent of them would see a tweet at any given time. We have this great power in being able to say whatever we want to all of these people at a moment’s notice — and so with that comes a lot of responsibility.” Andrew Phelps New York Times The platform with the broadest reach
- 10. notification [noh-tuh-fi-key-shuh n] noun 1. a formal notifying or informing. 2. an act or instance of notifying, making known, or giving notice; notice. 3. a written or printed notice, announcement, or warning Definition of notifications notify [noh-tuh-fahy] verb, notified, notifying. to inform (someone) or give notice to inform [in-fawrm] verb 1. to give or impart knowledge of a fact or circumstance to 2. to supply (oneself) with knowledge of a matter or subject
- 11. • Push-driven communication rather than the traditional pull- driven experience • Users don’t hunt for an app but respond to notifications • Ultimate ‘lean in’ interface • Grabs users attention (don’t do that lightly!) • Not just written, push notifications could use any sense ‘Push’ changes behavior
- 12. Tone of voice “Notifications are difficult. It’s a new format and it’s a new form that has this sense of immediacy. But also because the most common form of notification is a text message, they can also be silly, they can be light, they can be personal.” Noah Chestnut Buzzfeed News
- 13. • Use icons that are well understood • Adhere to the recommendations for the meaning of colors • Make sure any actions to be taken are clear • Choose only shared language and terminology • Keep messages short and “glance-able” Notifications must be understood
- 14. 1. Opaque symbology 2. Confusing 3. Uncorrelated to urgency 4. Unclear next steps 5. Can encourage ‘notification fatigue’ 6. Damages trust How not to BE UNDERSTOOD - DASHBOARD WARNING LIGHTS
- 16. 1. Web Notification API 2. Interactive notifications 3. Notification Center 4. Smart Watches New & improved
- 17. 1. Web notifications Part of HTML 5 specification 38% 62% Supported by majority of web users’ browsers Requires users to opt in Displays icon, title, message, and URL
- 18. Good for messaging, collaboration and transaction notifications
- 19. Android mobile web supported Now web pages can notify mobile users of updates and alerts
- 20. • Not just text, interact with notifications • iOS and Android • No need to interact with the app • Dismiss or reply to a message • Take immediate, specific action • Make decisions or choices • Express preferences 2. Interactive notifications
- 21. Cross platform Jelly Bean 4.1 Released July 2012 Released Sept 2014
- 22. Swipe to dismiss or interact You can add two to four actions and decide how their app handles the action: buy now, favorite, cancel appointment, etc.
- 23. • Up to four actions can be shown from popup alerts, two from the lock screen, notification center or banner notifications • Destructive actions, like trashing an email, are color-coded red • Relatively neutral actions, like dismissing an alert or declining an invitation, are color-coded gray • Actions that change state, like marking something as read or accepting an invitation, are color-coded blue • Choose whether to require a passcode for any action Ample developer control
- 24. Instant reply This one’s for Apple only
- 25. Embedded media in notifications This one’s for ….this one too
- 26. • Exists on all platforms that support notifications: mobile, watch and desktop • Provides an overview and history of notifications received • Often synced across devices (both Apple and Android ecosystems) • Support ‘widgets’ of varying complexity • An interface in itself, often how users interact with apps • A consistent access and discovery point 3. Notification center
- 27. iOS • Introduced to iOS in iOS 5 (end of 2011) • In iOS 9 sorted by date, removing a common complaint • 100s of widgets available • Interact with notifications directly
- 28. Android • Much more mature than iOS, debuted in 2008 • With Lollipop have very fine grain control • Supplemented by notification light
- 29. OS X • Also supports widgets • Can be muted • Developers can now customize the system Share and Action sheets to add their own extension items.
- 30. 4. Smart watches
- 31. Android wear Multiple cards of information for a single notification, flip through for further detail pages Swipe-able vertical stack with a card for single notification, grouping multiple into one Replies are allowed via voice or with pre-defined text templates
- 32. Apple Watch “I’m not sure people are going to be launching that many apps through the day on their watch. It’ll be about the notifications, the glances, and the watch faces,” Matt Bischoff the iOS Engineering Lead at Tumblr
- 33. Two forms of notification Short Look Long Look
- 34. Simple to design for Short Look Long Look
- 37. • On average we receive over 70 notifications a day • Over 60 percent of notifications are social messages • Never risk spamming your users, err on the side of fewer notifications • It’s an interrupt-driven world, respect the priority of the messages • “Frequent notifications and spam notifications can turn users off, thereby risking your ratings and user base.” Google HIG Excess volume is a problem
- 38. Of course it's important to get the balance right. Even in a connected home you wouldn't want an overexcited fridge letting you know every time it reordered milk
- 39. …but you need to know the instant your smoke alarm detects anything.
- 40. Get permission
- 41. Know when to say goodbye
- 42. Offer sensible opt-out choices
- 43. Stay relevant
- 44. It takes data to stay relevant “…one of our issues with notifications at the moment for us is that at the moment we don’t have much personalization in notifications. [When] we send a BBC News alert, it goes to everybody — no matter what time of day or night it is, wherever they happen to be, and regardless of whether or not they’re interested in that particular topic or not.” Robin Pembrooke BBC
- 45. • Trigger notifications when users enter a geofence • Set up regions for business premises • Analyze data to target users in, or previously in, a given region • RetailMeNot increased engagement x4 by using geofences Stay relevant with geofences
- 46. • Detect location with greater precision • Trigger notifications with maximum context • Map beacons to business meaning and not just location • Surveys, coupons, directions, and local information can be sent with confidence of relevance and timeliness Use beacons to go further
- 47. Timing is everything over 3x increase Localytics Aug 2014 3% of broadcast push messages are opened 7% if the push message is segmented by user behavior and preferences over 2x increase only 15% of users who clicked on a broadcast push messages converted 54% of users who clicked on a segmented push message convert
- 48. a USER StORY - real added value
- 49. 1 A coffee shop story you’re notified as you walk past the same coffee shop each morning Add real value by understanding your users’ needs in their current context
- 50. you’re notified as you walk past the same coffee shop each morning 1 you walk in and a special coupon is put into your wallet, your watch vibrates 2 A coffee shop story Add real value by understanding your users’ needs in their current context
- 51. you’re notified as you walk past the same coffee shop each morning 1 you walk in and a special coupon is put into your wallet, your watch vibrates 2 transit problems mean you don’t have time to get coffee before your meeting; you’re warned as you leave home 3 A coffee shop story Add real value by understanding your users’ needs in their current context
- 52. Conclusion
- 53. 1. Business are focused on apps and responsive web 2. Notification often underestimated and neglected strategically 3. Real results are clear from astute user engagement with notifications 4. Damage can be done to trust and goodwill by misusing the medium Conclusion
- 54. 1. Use analytics and data to send relevant messages 2. Use personalized, actionable language 3. Calibrate timing and frequency from user insights 4. Allow users to opt out or tune their notifications 5. Ensure always informative or entertaining Ongoing strategic principles
- 55. Thank you New York London Wrocław Dubai Singapore Tokyo Sydney Melbourne San Francisco Christian Glover Wilson VP, Technology & Strategy christian.gloverwilson@tigerspike.com
Hinweis der Redaktion
- Intro to Tigerspike, self
- May seem a well-understood topic Changes in hardware, software and user behavior Notifications should a considered part of every brands digital strategy
- In March of this year, Benedict Evans described notifications as “becoming the third runtime for mobile”. The first being native apps, the second being mobile web. Every mobile strategy at least addresses the decision on native app vs mobile web but notifications tend to be an afterthought and that’s a mistake. Notifications can be considered an interface in themselves; more than a third runtime, they could be considered as a paradigm for interaction with users in general. Clearly, notifications should be a key and considered part of your mobile strategy
- Employed by a wide variety of businesses for a wide variety of purposes Starting to reach beyond mere pings with new content Offered as a more timely manner of staying updated
- mobile phones and tablets are not the only places your users will see notifications and experience this third runtime it’s not enough to think about the mobile implications of your strategy even if none of these environments is important to your users, you at least have to consider them as part of that strategy examine how you want your experience to use notifications at each stage of your users’ journeys
- future bringing more environments in which users can be notified and respond to them your digital strategy needs to bear notification in mind as a key consideration for each new scenario
- notifications resonate positively with consumers seen as a compelling value add mitigated by over-use or pointless notifications key use cases (like a store reaching out to nearby customers) widely seen as desirable
- the majority of phone usage is across very few apps little app loyalty as every category is well populated nobody “owns” the digital real estate on users’ smartphones smart move instead is shaping up to be strategically renting that real estate instead more than half of users enable notifications 76% of younger consumers (18-34) habitually enable push notifications Android share is higher as notifications are enabled by default … for now
- breadth of the reach of notifications can dwarf even social media networks with great outreach comes great responsibility raising issues that even traditional brands have to consider
- dictionary definition just talks to the “imparting of knowledge” digital notifications should inform … or entertain, sometimes that’s the use case
- Microsoft Research defines a notification as “a visual cue, auditory signal, or haptic alert generated by an application or service that relays information to a user outside her current focus of attention” push notifications have done great things without them, mobile messaging couldn’t exist
- digital notifications use sight, sound and touch to get our attention many other systems of notifications across (almost!) every sense manner and medium chosen by which sense to stimulate ideal when made subtle: notification using the same mechanism as the medium
- notifications are immediate so can be urgent tend to be very intimate, you’re communicating with someone’s pocket, hand, wrist, desktop, etc choose your tone carefully alternative is to make notifications more like the content they coexist with on a platform tone could be more social and friendly publishers with a more traditional voice will find it more difficult to adapt than publishers like BuzzFeed and Vice who’ve already cultivated this social tone
- not only do we have to think about a faster language, also have to select the source of the content that should be reported Facebook notifications are not so essential, important to notify about an imminent calendar appointment with short time to capture user imagination, vital the user immediately comprehends not the time to be introducing new terminology
- The equivalent of silencing your notifications user is forced to lose the potential beneficial effect because there is no trust that it’s an important notification
- web notifications allow you to reach out to your users’ desktops even when they’re not on your site only 62% of global web users can use but that excludes all IE users and all iOS users web notifications are supported on desktop and Android mobile only … but that’s an important fact too.
- being used by early adopters including Beyond the Rack, eBay, Facebook, FanSided, Pinterest, Product Hunt, and VICE News as well as Google for Gmail and more
- here is housewares brand, BeyondTheRack without having their app installed or their site open, they can engage with their customers
- take action on texts, email, calendar invitations, reminders, and even messages from apps like Facebook right from their notification banners without leaving the app you’re in, if any it’s easy to quickly reply to important messages and keep doing what you were doing
- for example, on the Lock screen, in Notification Center, or as part of a banner, you might see "Accept" and "Decline" as actions on a popup model alert, however, you might see "Accept", "Maybe", "Decline", and "Block" as action buttons on the Lock screen and within Notification Center, you swipe from right to left to reveal actions for Lock screen notifications, developers can choose whether to require a passcode for any action
- in fact, this is open to all in the latest beta of iOS 9 but that’s documented so don’t rely on it … yet
- currently only supported by Messages you can see image attachments from the notification imagine being able to send a weather icon, a product image or a chart “picture worth a thousand words”
- now include widgets: weather or traffic conditions, flight updates, etc
- brings the notification light, the best lost feature of BlackBerry, back to mobile notification
- 5 million non apple smartwatches in the US in 2015 alone allows user engagement like saying “Good morning!” to your user as soon as the watch detects motion then providing a link to a roundup of the day’s news or some sort of a briefing … hugely compelling
- Pages: say a meeting alert, followed by the agenda and list of participants
- glances, complications, apps and, perhaps most importantly, notifications each platform has its usual session time: Mac: Hours iPad: Quarter-hours iPhone: Minutes Watch: Seconds
- a “short look” splash screen is displayed first and then nicely transformed into a “long look” notification with additional content and up to four actions
- allows more styling and branding than notification on any other platform
- all adds up to notifications being a vital third pillar of your mobile strategy
- build goodwill and don’t betray that trust it’s cold in the notification wilderness
- this is USA Today asking permission to send notifications to an Android watch clear how often it will notify clear what the value is to the user
- passive aggressiveness notwithstanding, highly effective if your notifications aren’t resonating with a user, stop the alternative is the user disabling notifications for your app entirely you can resume if something (including user behavior) changes can’t resume if they have silenced you, take the first step
- this is Facebook allowing the user to decide what’s important to them another waaaay better alternative to having your notifications disabled be granular in the control you offer
- broadcast without consideration of time or context leaves you blind impossible to gauge value to the user without that context
- not just an aspect of a consumer user experience timely notifications (e.g. of critical updates) create a positive association of a user’s experience with enterprise apps build trust by reinforcing the notion that the app or site will have timely and up-to-date information
- huge uptick in real business, and real user engagement, when you start with your user’s context
- adding value is only possible when you understand your users’ journeys
- the first scenario is great use your customer’s location to provide a service they might well want then risk saturating your users do you take opening hours into account, or frequency of message what’s the experience like if you live next to the coffee shop second scenario tightens it up: by using a beacon by the door, you’re notifying only the users you know are coming to you you have provided tangible value by giving a coupon valid there and then make use of the technology available: Wallet and a watch allow a richer, more integrated, experience the final scenario is so much more: allow the user to pre-order from a coffee shop by their destination, say using static data (transport routes), user data (their usual, or saved, destination), and dynamic data (live traffic volumes) pre-empt user need and enter into a partnership with your users