Rauch delighting mobile customers with content for apps, videos, and a social media campaign

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Delighting Mobile Customers Content for Apps, Videos, and a Social Media Campaign Marta Rauch @martarauch #LavaCon14 October 14, 2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 2

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Delight Mobile Customers • Develop mobile app content • Create a mobile video • Run a social media campaign • Get feedback • Communicate wins

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Adaptive Content is Key •App store descriptions, EULAs •Content embedded in the app •Video script, captions •YouTube video, channel descriptions •Social media campaign •Blogs, marketing posts •Mobile-friendly library Tip: Leverage your content across multiple channels

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Mobile-friendly Library • Responsive-design using HTML5 and CSS3 • Easy to read on desktop, laptop, mobile devices • Links to YouTube video and mobile playlists

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Design with Mobile in Mind Looks great on desktops, laptops, and mobile devices Responds to: • computer or mobile device • screen size • operating system • portrait or landscape mode

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Encourage Engagement • Add comments • Provide ratings • Recommend content • Create collections • Post to your social networks • Use enhanced search

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tips for Ruthless Editing Ask: •What is the primary purpose of this screen? •Will users know how to interact with it within three seconds? •Is the information too dense? What can be removed? - Rachel Hinman, http://rachelhinman.com/

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Mobile Video Plan •Reflector to get screencast from iPad to PC •Camtasia to edit video and produce to YouTube Tip: For mobile screencasts, use Reflector

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Mobile Video Process 1.Start Reflector on PC 2.Connect PC and iPad to wireless network 3.Connect iPad with Mirroring to PC 4.Record screencast with Camtasia 5.Edit and publish video to YouTube Tip: Reflector comes with mobile skins

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Mobile Video Highlighted in blogs and social networks Shown at conferences and demos Tip: Give your video URL and intro text to sales and marketing

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Social Network Posts Leverage mobile content Post about the app, app stores, videos, library, docs, marketing pages, blogs… LinkedIn Twitter Facebook Google+ YouTube

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Get Feedback from Customers •Customer Partner program •Leads from marketing, sales •Representative customers •Mix of products, releases •Quarterly webcasts •Questionnaires •Demo feedback Tip: Start a customer partner program!

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | • Which mobile devices do you use? • What type of help is most useful for mobile apps? • Do you use tips embedded in mobile fields? • What is your experience with in-product tours? Feedback – Mobile Content

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | • Would you visit the library on a mobile device? • What are your favorite features in the library? Comments Ratings, reviews, recommendations Collections Bookmarks Related resources Social network sharing Feedback – Mobile Library

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | • What search terms do you use on YouTube or Google to find videos? • What type of information do you look for in a video? • What’s the best length for a product video? Feedback – Videos

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Positive Customer Feedback Mobile content “The mobile tour is great. It helps you get started, and has just the right amount of information.” “The mobile content and library are useful.” “I like being able to give feedback and add comments and reviews.”

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Positive Customer Feedback Social networks “I follow you on all of your social networks. I stay up-to-the-minute and get your RSS feed in my inbox.” “I follow you on LinkedIn and Google+. LinkedIn is my favorite network and I check it daily.” “I appreciate the great work you’re doing with social networks. The posts give me information in real-time to help customers upgrade.”

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Mobile video “I like seeing the product in use with a live demo in the video.” “Your YouTube channel is my go-to location for finding your videos.” “I subscribe to your video channel and get notifications when new videos come out.” Positive Customer Feedback

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Sources: – Twitter – Facebook – Bitly – Google+ and CircleCount – YouTube – Adobe Site Catalyst / Omniture Analytics Tip: Check out Twitter analytics!

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Share highlights to communicate wins “The mobile tour is great. It helps you get started, and has just the right amount of information.” “I appreciate the great work you’re doing with social networks. The posts give me information in real-time to help customers upgrade.” “I like seeing the product in use with a live demo in the video. “

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | • Develop mobile app content • Create a mobile video • Run a social media campaign • Get feedback • Communicate wins Delight Mobile Customers

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | •Marta Rauch SlideShare, http://www.slideshare.net/MartaRauch/presentations •Marta Rauch Pinterest boards: http://www.pinterest.com/martarauch/ •Developing User Assistance for Mobile Apps, by Joe Welinske •The Language of Content Strategy (includes Marta’s topic), by Scott Abel and Rahel Bailie •Managing Enterprise Content: A Unified Content Strategy, by Ann Rockley •Content Strategy for Mobile, by Karen McGrane •Responsive Web Design, Ethan Marcotte •Oracle Application Express •Twitter Analytics: https://analytics.twitter.com/ •Facebook Insights: https://www.facebook.com/business/news/pageinsights •CircleCount Google+ analytics: http://www.circlecount.com/ •Guy Kawasaki, What the Plus Google+ guide, http://www.guykawasaki.com/what-the-plus/ •Guy Kawasaki, Enchantment, http://www.guykawasaki.com/enchantment/ Selected Resources

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Marta Rauch is a senior principal information developer at Oracle, where she leads mobile, cloud, and REST API projects. She enjoys participating in design jams and developer challenges for beacons and the next generation of mobile, wearable technology. Marta advocates mobile usability, and provided UX and beta feedback for augmented reality mobile apps for iPad and Android. Google invited her to be one of the first Google Glass Explorers. A frequent presenter for conferences and webinars, Marta has published articles for IEEE, HCII, STC Intercom, and CIDM Best Practices. She contributed information to Developing User Assistance for Mobile Apps, by Joe Welinske, and her augmented reality topic appears in The Language of Content Strategy by Rahel Bailie and Scott Abel. An STC Associate Fellow, Marta has received 15 STC awards for individual and team projects at the regional and international level. She is VP of STC Silicon Valley and a member of the STC Nominating Committee. Marta holds a degree from Stanford University and a certificate from the University of California Extension. About the Speaker @martarauch

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 53

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