Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Understanding & BuildingMobile EngagementCameron Corda, Director of ProductionBlaise Nutter, Senior Strategist            ...
Introduction to Mobile                 © 2012 Blue State Digital | Proprietary and Confidential   2
Introduction to Mobile: Worldwide                There are over                  5.9 billion                   mobile     ...
Introduction to Mobile: Nationwide                   44% of mobile                   subscribers                   25% a  ...
Introduction to Mobile: Universe-wide              a few years from now “almost              everyone at Facebook will foc...
What We’ve Seen at BSD                © 2012 Blue State Digital | Proprietary and Confidential   6
Introduction to Mobile: BSDOn average, nearly 13% of traffic from mobile devices          4.96%                     15.88%...
Introduction to Mobile: BSDHigh-profile moments DRIVE mobile traffic   12.5% mobile ( +11%)   20.5% mobile ( +120%)       ...
Introduction to Mobile: BSDHowever, mobile users currently underperform:             higher bounce rate       fewer visits...
How are we planning for  the mobile future?                 © 2012 Blue State Digital | Proprietary and Confidential   10
Building for Mobile               © 2012 Blue State Digital | Proprietary and Confidential   11
How do we design for mobile experience?               © 2012 Blue State Digital | Proprietary and Confidential   12
Basics of Mobile Web                                                                                    server            ...
Mobile Apps: BSD’s Position   •Few need mobile apps   •Too expensive, too time consuming   •Web apps should be fine for mo...
Building for Mobile: m.domain.com        yelp.com                   m.yelp.com                           © 2012 Blue State...
Building for Mobile: m.domain.com             Wha                 t am             miss     I                 ing?        ...
Building for Mobile: What Matters?Survey: What is the most common problem you’veencountered accessing websites or applicat...
Mobile Optimization               © 2012 Blue State Digital | Proprietary and Confidential   18
Building for Mobile: Optimization          Creating a good mobile experience:          File size and load times should be ...
Building for Mobile: Optimization          Creating a good mobile experience:          Minimize requests          Optimize...
Building for Mobile: OptimizationThe bare minimum = renders well but not mobile optimized.                                ...
Responsive Design             © 2012 Blue State Digital | Proprietary and Confidential   22
Building for Mobile: Responsive Design                            © 2012 Blue State Digital.com | Proprietary and Confiden...
Building for Mobile: Responsive Design Increased planning, documentation, design, and implementation.                     ...
Building for Mobile: Responsive DesignWhile the costs are not minimal, the benefits are clear:   •Reach mobile audience   ...
BSD’s Approach            © 2012 Blue State Digital | Proprietary and Confidential   26
BSD’s Approach:Mobile-Friendly Emails & Donation Forms                           © 2012 Blue State Digital.com | Proprieta...
BSD’s Approach: One-Click DonateUses saved transactions andopt-in sign-up.Makes mobile emails andSMS texts much more likel...
SMS - The Next Generation                 © 2012 Blue State Digital | Proprietary and Confidential   29
SMS is a fantasticcomplement to other    channels.              © 2012 Blue State Digital | Proprietary and Confidential  ...
SMS: Mobile StrategyText to Give is great for large volume campaigns. Tooexpensive otherwise.Use text alerts sparingly or ...
Three things to leave you with:It’s a multi-device world. It’s not going away.Focus your efforts. Make your action pages f...
Questions?             © 2012 Blue State Digital | Proprietary and Confidential   33
Nächste SlideShare
Wird geladen in …5
×

Blaise Nutter & Cameron Corda - Understanding & Building Mobile Engagement

945 Aufrufe

Veröffentlicht am

  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Blaise Nutter & Cameron Corda - Understanding & Building Mobile Engagement

  1. 1. Understanding & BuildingMobile EngagementCameron Corda, Director of ProductionBlaise Nutter, Senior Strategist © 2012 Blue State Digital | Proprietary and Confidential 1
  2. 2. Introduction to Mobile © 2012 Blue State Digital | Proprietary and Confidential 2
  3. 3. Introduction to Mobile: Worldwide There are over 5.9 billion mobile subscribers. © 2012 Blue State Digital.com | Proprietary and Confidential 3
  4. 4. Introduction to Mobile: Nationwide 44% of mobile subscribers 25% a ccess have a web s the olely b sm artphone. cell ph one. y © 2012 Blue State Digital.com | Proprietary and Confidential 4
  5. 5. Introduction to Mobile: Universe-wide a few years from now “almost everyone at Facebook will focus exclusively on mobile.” © 2012 Blue State Digital.com | Proprietary and Confidential 5
  6. 6. What We’ve Seen at BSD © 2012 Blue State Digital | Proprietary and Confidential 6
  7. 7. Introduction to Mobile: BSDOn average, nearly 13% of traffic from mobile devices 4.96% 15.88% © 2012 Blue State Digital.com | Proprietary and Confidential 7
  8. 8. Introduction to Mobile: BSDHigh-profile moments DRIVE mobile traffic 12.5% mobile ( +11%) 20.5% mobile ( +120%) © 2012 Blue State Digital.com | Proprietary and Confidential 8
  9. 9. Introduction to Mobile: BSDHowever, mobile users currently underperform: higher bounce rate fewer visits to conversion pages fewer conversions © 2012 Blue State Digital.com | Proprietary and Confidential 9
  10. 10. How are we planning for the mobile future? © 2012 Blue State Digital | Proprietary and Confidential 10
  11. 11. Building for Mobile © 2012 Blue State Digital | Proprietary and Confidential 11
  12. 12. How do we design for mobile experience? © 2012 Blue State Digital | Proprietary and Confidential 12
  13. 13. Basics of Mobile Web server on ith e wme phnding I’m a se Minny screen? nd d a a ti blah.com. b rowser Whateve r. Here’s and GIAN some GIA T GRID th Ok.o pro’bleoFILES N He e s sNT to render at’llWure tis yatlly be m. e nh fi ’s s o a m . I pray yo e y nra pain u u ri i e i de’ve onk mobcle lgrw Godspee e?ifi. id. d.mobile device © 2012 Blue State Digital.com | Proprietary and Confidential 13
  14. 14. Mobile Apps: BSD’s Position •Few need mobile apps •Too expensive, too time consuming •Web apps should be fine for most, if not all •But a mobile app worked well here © 2012 Blue State Digital.com | Proprietary and Confidential 14
  15. 15. Building for Mobile: m.domain.com yelp.com m.yelp.com © 2012 Blue State Digital.com | Proprietary and Confidential 15
  16. 16. Building for Mobile: m.domain.com Wha t am miss I ing? ain ing Maint os ites tw blo ws. mobile user mobile web admin © 2012 Blue State Digital.com | Proprietary and Confidential 16
  17. 17. Building for Mobile: What Matters?Survey: What is the most common problem you’veencountered accessing websites or applications on yourmobile phone?“Slow to load” (38%)“Crashed/froze received an error” (18%)“Formatting made it difficult to read and use” (15%)Speed matters more than aesthetics. © 2012 Blue State Digital | Proprietary and Confidential 17
  18. 18. Mobile Optimization © 2012 Blue State Digital | Proprietary and Confidential 18
  19. 19. Building for Mobile: Optimization Creating a good mobile experience: File size and load times should be small. UX & IA are crucial for good mobile experience. The number of clicks should be limited. © 2012 Blue State Digital.com | Proprietary and Confidential 19
  20. 20. Building for Mobile: Optimization Creating a good mobile experience: Minimize requests Optimize images Use a CDN Google Page Speed can help identify areas to improve © 2012 Blue State Digital.com | Proprietary and Confidential 20
  21. 21. Building for Mobile: OptimizationThe bare minimum = renders well but not mobile optimized. <input type=”tel” />No Flash Quicker downloads Testing Detailed coding © 2012 Blue State Digital.com | Proprietary and Confidential 21
  22. 22. Responsive Design © 2012 Blue State Digital | Proprietary and Confidential 22
  23. 23. Building for Mobile: Responsive Design © 2012 Blue State Digital.com | Proprietary and Confidential 23
  24. 24. Building for Mobile: Responsive Design Increased planning, documentation, design, and implementation. © 2012 Blue State Digital.com | Proprietary and Confidential 24
  25. 25. Building for Mobile: Responsive DesignWhile the costs are not minimal, the benefits are clear: •Reach mobile audience •Maintain one site •“Future proofs” the design and functionality © 2012 Blue State Digital.com | Proprietary and Confidential 25
  26. 26. BSD’s Approach © 2012 Blue State Digital | Proprietary and Confidential 26
  27. 27. BSD’s Approach:Mobile-Friendly Emails & Donation Forms © 2012 Blue State Digital.com | Proprietary and Confidential 27
  28. 28. BSD’s Approach: One-Click DonateUses saved transactions andopt-in sign-up.Makes mobile emails andSMS texts much more likely toconvert.Speaking of SMS... © 2012 Blue State Digital.com | Proprietary and Confidential 28
  29. 29. SMS - The Next Generation © 2012 Blue State Digital | Proprietary and Confidential 29
  30. 30. SMS is a fantasticcomplement to other channels. © 2012 Blue State Digital | Proprietary and Confidential 30
  31. 31. SMS: Mobile StrategyText to Give is great for large volume campaigns. Tooexpensive otherwise.Use text alerts sparingly or only with your mostcommitted supporters.We’ve found success pairing text alerts with our newQuick Donate feature. © 2012 Blue State Digital.com | Proprietary and Confidential 31
  32. 32. Three things to leave you with:It’s a multi-device world. It’s not going away.Focus your efforts. Make your action pages fast, make surethey work … then think about responsive design, apps.Every communication should be oriented to action, no matterwhat device receives it. © 2012 Blue State Digital | Proprietary and Confidential 32
  33. 33. Questions? © 2012 Blue State Digital | Proprietary and Confidential 33

×