This Mobile Moment

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Whether you're trying to market a product or change the world, you can no longer ignore mobile as a medium for influence. Of particular power is the mobile moment--the instant a user connects with the right content at the right time. Though this moment seems magical to a user, it doesn't happen by magic. It takes knowledge of principles. It takes detailed planning. It takes hard work. This interactive session will help you assess a mobile context, generate ideas for mobile persuasion, and plan the right content to turn your mobile moment into a magical one. Along the way, we'll use examples from NC State University's suite of location-based services.

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THIS MOBILE MOMENT
An Introduction to Mobile Content Strategy

TIM JONES COLLEEN JONES
Interim CCO, NC State University Principal, Content Science
content science © copyright 2010. all rights reserved.

Mobile Is About the Moment

content science © copyright 2010. all rights reserved.

TIME

THO
UGH
TS

TOGAS

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CHRONOS: ORDERLY TIME

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KAIROS: MAGICAL TIME

content science © copyright 2010. all rights reserved.
THE OPPORTUNE MOMENT

The Possibility:
RIGHT TIME
RIGHT PLACE
RIGHT CONTENT

content science © copyright 2010. all rights reserved.

At Home:
Help Me Plan?

On site?

In store?

content science © copyright 2010. all rights reserved.

On the Go:
Buy Now?

Not linked

content science © copyright 2010. all rights reserved.

In the Store:
Show Me the Way?

Hard to read

content science © copyright 2010. all rights reserved.

The Reality:
RIGHT TIME
RIGHT PLACE
WRONG CONTENT

content science © copyright 2010. all rights reserved.

Has this happened
to you?

content science © copyright 2010. all rights reserved.

Why?
CONTENT
DUMPING

HELP!

content science © copyright 2010. all rights reserved.

FIND YOUR MOBILE MOMENT

content science © copyright 2010. all rights reserved.

When + where do customers
turn to you?

content science © copyright 2010. all rights reserved.

There might be many moments…
which one is opportune?

content science © copyright 2010. all rights reserved.

1. It’s common.

content science © copyright 2010. all rights reserved.

Saving time?
Killing time?

content science © copyright 2010. all rights reserved.

Is your mobile moment about
saving time or killing time?

(It’s not about both.)

content science © copyright 2010. all rights reserved.

2. It’s valuable.

$
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Reach

Reputation

Funding

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Flu Vaccine

Health Costs

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Sales?

content science © copyright 2010. all rights reserved.

“ Mobile phone users say they would make more purchases if
• the process were not so cumbersome,
• products were easier to find, and
• their devices supported secure credit card transactions.

Mobile Commerce: Ahead of Its Time

content science © copyright 2010. all rights reserved.

Does your mobile moment help
save money or make money?
(It’s likely not the direct sale. Yet.)

content science © copyright 2010. all rights reserved.

Name the opportune moment.

NAME ME OR
LOSE ME

content science © copyright 2010. all rights reserved.

WHAT’S
HAPPENING?

content science © copyright 2010. all rights reserved. 26

Content Science

content science © copyright 2010. all rights reserved.

A good mobile moment seems
magical.
But mobile content doesn’t happen
by magic.

content science © copyright 2010. all rights reserved. 28

PLAN for the MOBILE MOMENT

content science © copyright 2010. all rights reserved.

The moment is your guide.

WHAT’S
HAPPENING?

Editorial Architecture
Strategy Strategy

content science © copyright 2010. all rights reserved.

Editorial
Strategy
content science © copyright 2010. all rights reserved. 31

Editorial
Strategy
content science © copyright 2010. all rights reserved. 32

Editorial
Strategy
content science © copyright 2010. all rights reserved.

Editorial
Strategy

TIP: Curating Content

  Clearly define criteria for what’s in
+ what’s out.

content science © copyright 2010. all rights reserved.

Architecture
Strategy

Content Science

content science © copyright 2010. all rights reserved.

Architecture
Strategy

Content Science

content science © copyright 2010. all rights reserved.

Architecture
Strategy
content science © copyright 2010. all rights reserved.

Architecture
Strategy

TIPS: Re-using Content

  Make it easy for content contributors +
writers.
  Understand the elements of your content.

content science © copyright 2010. all rights reserved.

Plan to evaluate
results, too.

content science © copyright 2010. all rights reserved.

TIPS: Evaluating Content

  Do more than collect + report the data.
  Evaluate the quality of interactions.

content science © copyright 2010. all rights reserved.

WRAPPING UP

content science © copyright 2010. all rights reserved.

content science © copyright 2010. all rights reserved.

Find, name + plan
your mobile moment—
or you’ll miss it.

content science © copyright 2010. all rights reserved. 43

Q UESTIONS ?

TIM JONES COLLEEN JONES
@timjonesonline @leenjones
ncsu.edu content-science.com
content science © copyright 2010. all rights reserved.

First person to ask
gets one of these.

content science © copyright 2010. all rights reserved.

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This Mobile Moment

1. THIS MOBILE MOMENT An Introduction to Mobile Content Strategy TIM JONES COLLEEN JONES Interim CCO, NC State University Principal, Content Science content science © copyright 2010. all rights reserved.

2. Mobile Is About the Moment content science © copyright 2010. all rights reserved.

3. TIME THO UGH TS TOGAS content science © copyright 2010. all rights reserved.

4. CHRONOS: ORDERLY TIME content science © copyright 2010. all rights reserved.

5. KAIROS: MAGICAL TIME content science © copyright 2010. all rights reserved. THE OPPORTUNE MOMENT

6. The Possibility: RIGHT TIME RIGHT PLACE RIGHT CONTENT content science © copyright 2010. all rights reserved.

7. At Home: Help Me Plan? On site? In store? content science © copyright 2010. all rights reserved.

8. On the Go: Buy Now? Not linked content science © copyright 2010. all rights reserved.

9. In the Store: Show Me the Way? Hard to read content science © copyright 2010. all rights reserved.

10. The Reality: RIGHT TIME RIGHT PLACE WRONG CONTENT content science © copyright 2010. all rights reserved.

11. Has this happened to you? content science © copyright 2010. all rights reserved.

12. Why? CONTENT DUMPING HELP! content science © copyright 2010. all rights reserved.

13. FIND YOUR MOBILE MOMENT content science © copyright 2010. all rights reserved.

14. When + where do customers turn to you? content science © copyright 2010. all rights reserved.

15. There might be many moments… which one is opportune? content science © copyright 2010. all rights reserved.

16. 1. It’s common. content science © copyright 2010. all rights reserved.

17. Saving time? Killing time? content science © copyright 2010. all rights reserved.

18. Is your mobile moment about saving time or killing time? (It’s not about both.) content science © copyright 2010. all rights reserved.

19. 2. It’s valuable. $ content science © copyright 2010. all rights reserved.

20. Reach Reputation Funding content science © copyright 2010. all rights reserved.

21. Flu Vaccine Health Costs content science © copyright 2010. all rights reserved.

22. Sales? content science © copyright 2010. all rights reserved.

23. “ Mobile phone users say they would make more purchases if • the process were not so cumbersome, • products were easier to find, and • their devices supported secure credit card transactions. Mobile Commerce: Ahead of Its Time content science © copyright 2010. all rights reserved.

24. Does your mobile moment help save money or make money? (It’s likely not the direct sale. Yet.) content science © copyright 2010. all rights reserved.

25. Name the opportune moment. NAME ME OR LOSE ME content science © copyright 2010. all rights reserved.

26. WHAT’S HAPPENING? content science © copyright 2010. all rights reserved. 26

27. Content Science content science © copyright 2010. all rights reserved.

28. A good mobile moment seems magical. But mobile content doesn’t happen by magic. content science © copyright 2010. all rights reserved. 28

29. PLAN for the MOBILE MOMENT content science © copyright 2010. all rights reserved.

30. The moment is your guide. WHAT’S HAPPENING? Editorial Architecture Strategy Strategy content science © copyright 2010. all rights reserved.

31. Editorial Strategy content science © copyright 2010. all rights reserved. 31

32. Editorial Strategy content science © copyright 2010. all rights reserved. 32

33. Editorial Strategy content science © copyright 2010. all rights reserved.

34. Editorial Strategy TIP: Curating Content   Clearly define criteria for what’s in + what’s out. content science © copyright 2010. all rights reserved.

35. Architecture Strategy Content Science content science © copyright 2010. all rights reserved.

36. Architecture Strategy Content Science content science © copyright 2010. all rights reserved.

37. Architecture Strategy content science © copyright 2010. all rights reserved.

38. Architecture Strategy TIPS: Re-using Content   Make it easy for content contributors + writers.   Understand the elements of your content. content science © copyright 2010. all rights reserved.

39. Plan to evaluate results, too. content science © copyright 2010. all rights reserved.

40. TIPS: Evaluating Content   Do more than collect + report the data.   Evaluate the quality of interactions. content science © copyright 2010. all rights reserved.

41. WRAPPING UP content science © copyright 2010. all rights reserved.

42. content science © copyright 2010. all rights reserved.

43. Find, name + plan your mobile moment— or you’ll miss it. content science © copyright 2010. all rights reserved. 43

44. Q UESTIONS ? TIM JONES COLLEEN JONES @timjonesonline @leenjones ncsu.edu content-science.com content science © copyright 2010. all rights reserved.

45. First person to ask gets one of these. content science © copyright 2010. all rights reserved.