Go Mobile conference 20130328: presentation
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Go Mobile conference 20130328: presentation
- 1. 1 How to embed mobile within your communications strategy Andy Nash Digital Project Manager (mobile) Macmillan Cancer Support
- 2. Speed of development and why this means 2 we have to build mobile into our strategies • Mobile growth: “When personal computers were invented, adoption occurred 7 times faster than that of TVs. Adoption of mobile devices is occurring 8 times more rapidly than even that of the web” (Mary Meeker) • For Macmillan the effect of this was: an increase in the mobile traffic from 3% in Sep 2010 to over 45% today • Already comScore are suggesting that PC this year will cease to be the focus of web interaction: “comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality”
- 3. Some considerations... 3 • App vs mobile site? • Serving a mobile solution from www. or having an m. site? • Serving a mobile solution from the same page in your CMS? • Editorial implications? • Web developer implications? • Testing implications? • Future proofing?
- 4. So how to go about positioning mobile in 4 your organisation Internal External Who Are your stakeholders Are your audiences Why Use a mobile approach Offer a mobile option Where Does mobile fit in priorities Will users be when accessing your site When Do you offer a mobile solution Do users interact with your website How Do you engage using mobile Do user behaviours differ on mobile What Do you want to communicate Will users want/expect to see
- 5. Q&A discussion and summary 5 Your mobile landscape Different approaches to engaging with your mobile audiences Fitting mobile into your wider digital/comms strategies
- 6. 6 Thanks!
- 7. 6 Thanks!
Hinweis der Redaktion
- A quick bit about me… Started in digital at the start of the web revolution (in 1997) Learned a few things there Moved to mobile in 2010 (start of the mobile revolution!) Tried not to make the same mistakes! One-man band focussing the Digital Media team on mobile at every opportunity Gradually building it into my colleagues’ normal daily routine Developed and delivered the initial strategy – now building it into every single digital product we produce Mobile website, toe-in-the-water with Apps, mobile Online Community, QR codes, SMS services
- I know you’ve already heard a fair bit about stats on mobile growth, but I wanted to highlight a few things in terms of the importance of getting mobile into your digital strategies… It’s happening REALLY fast – and changing all the time REALLY REALLY fast (avg 1.4% increase PER MONTH) So fast that increasingly the question is about what’s going to happen to desktop, not what’re we going to do about mobile
- This workshop is about giving you something to think about. There is no mobile strategy blueprint, or one-size-fits-all, just some approaches and processes you could follow and questions to ask: Not so long ago the big question was App or mobile site . These days, whilst Apps will have a place, the question is mainly about how to deliver the mobile site . Separately from the ‘main’ site – what are the pros and cons? Using responsive design (what is responsive design?) RESS? Mobile first? Progressive enhancement? Try to decide but try to be flexible. All from one URL , or a separate m. site . Or a separate m. site and t. site and e-reader site… Soon this debate will be consigned to history as everyone errs on the side of one URL handling everything. In terms of SEO alone, it’s a no brainer. One CMS to rule them all? Absolutely! Mobile users are not a ubiquitous bunch – so delivering one (or more) site(s) for mobile and something different for desktop isn’t a solution that stands up to scrutiny. Some smart phone users have multiple devices and are increasingly using each device in a specialised manner. Others are replacing multiple gadgets with their one smart device. Many younger generation smart phone users don’t have landlines or even computers. Therefore, the entirety of your content needs to be available across all devices. How do you account for editorial overheads of having a multi-variant site? Editors always like to have control over how pages display and there will be instances where you want to subtly (or not so subtly) alter what you present on one variant or another. What effect will mobile inclusion have on your in-house or externally provided web development ? A much better understanding of Front-end development challenges, grids and breakpoints to start with… a solution that has maintainability built-in, but balanced with flexibility to deal with future considerations. How do you test for mobile ? Is it just a case of getting out an iPhone and making sure it works. If you only want to satisfy a third of your audience, as they exist today, yes. What about the others and what about tomorrow’s audience breakdown? What about tablets. We need, more than ever, to provide solutions that are device-agnostic . The future . Wow. This is the most difficult question of all. If 2 years of managing a mobile channel has taught me anything at all, it’s taught me be flexible and don’t assume what you know about your audience today means you will know your audience tomorrow. Assume the marketplace will evolve and that new devices might change the game. Consider approaching mobile from a standards first perspective.
- Internal External Who Are your stakeholders Are your audiences Identify who in the organisation is interested in How big if the audience. What is its makeup and has a vested interest in mobile smart phone / tablet / e-reader [analytics] age breakdown, geographic, direct/indirect audience Why Use a mobile approach Offer a mobile option Benefits/costs. To the user/to the organisation To attract new users? To provide information/interaction at a time of choosing determined by your users? To explore new communication opportunities? Where Does mobile fit in priorities Will users be when accessing your site An add-on, or mobile first At home? Commuting? At work? Different communication altogether or just Does where they are affect how they’ll interact a different presentation of the same communication Dual screening / Omni-channel When Do you offer a mobile solution Do users interact with your website Are there circumstances that demand/prevent it? Time of day? Task focus? Research? How Do you engage using mobile Do user behaviours differ on mobile Functional differences / Long forms / Donations Lean forward/back. Levels of distraction. etc What Do you want to communicate Will users want/expect to see Types of content that best suit mobile Carefully crafted mobile experience vs everything Functional – call, texts, camera, geo-location everywhere. Hybrid – everything, with a crafted interface? Clickable phone numbers, social links, direction-based maps, textable shortcodes...
- Depending on time and if there are lots of workshop participants and an interactive session on slide 4 isn’t practical, a general open debate Q&A might be possible. Otherwise, a summation – how did this workshop answer: Your mobile landscape Has this workshop provoked some ideas as to how to (better) define your type of business (eg, via analysis using GA, testing using software/external testing, attending conferences/exhibitions, gathering stakeholder requirements) Different approaches to engaging with your mobile audiences Apps, mobile website (including merits/otherwise of a dedicated site, responsive design, etc), hybrid solutions [Reach, Cost, Maintainability, Impact] Fitting mobile into your wider digital/comms strategies Do you better understanding the challenges and opportunities (eg, it should ultimately be a part of a wider digital strategy, but having it separate has advantages to begin with – often need to change the organisational culture and focus on mobile in order to give it the required level of attention and prevent it from being an after-thought) And a handover to instaGiv...