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Organizing navigation
Prioritizing content
COPE
CAPE
Mobile content strategy
Find example
CONTENT
EMAIL
INTRANET
SOCIAL
MEDIA
MICROSITES
MOBILE
WEB
WEBSITE
PRINT
TABLET
APPS
MOBILE
APPS
BLOGS
52
Mobile content strategy
Karen McGrane http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365
53
Mobile content strategy
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/
54
COPE - Create Once Publish Everywhere
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/
55
Mobile content strategy
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/
Discussion
What is driving your interest in mobile?
What are barriers in your organization?
What is driving your current interest in mobile?
I just know it is becoming more
and more the way people get
information. Want to make sure
we are thinking about it.
Despite living in poverty, most of
the [users] we serve use mobile
devices (primarily phones). We
need to understand how best to
reach them through the devices
they use.
All other stakeholders,
including donors, are on
mobile devices.
It's taking over the world literally
Weve been watching mobile
trafc to our web trafc
increase. It is the way things are
moving and it is important.
Questionnaire Results
57
What are challenges in your organization
making better use of mobile?
Cost.
Keeping the content up
to date and well curated.
No budget.
Limited communications staff (me).
Limited internal capacity
Budget and the approval process.
Slow adoption by some users.
Small staff.
Questionnaire Results
58
Exercise
Who are your key audiences?
Sketch a typical user scenario
60
For Key audience:
1
Storyboard: think motivations, context, information needs
2 3 4
5 6 7 8
62
Introductions
Mobile Overview
Case Studies
Mobile Strategy
What are other organizations doing well?
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
66
Email on mobile
ONE Pew Internet Mobile Gov Blog
67
Email on mobile
http://www.nten.org/articles/2012/the-age-of-mobile-email-has-arrived-are-you-ready
Before
After
68
Email on mobile
69
Email on mobile
70
Single column
Layout / grid
Navigation / buttons
Homepage
Content prioritization
Audience-centric
Guides
Awareness / campaigns
Information lookup
Two-way interaction
Donation / fundraising
Citizen engagement
Coordinating /
volunteering
Many-to-many interaction
Issue-focussed
community
Crowdsourced data
gathering / sharing
Stand-alone
Monitoring / tracking
Fun / branding
87
Native apps / web apps
Seattle Art Museum
Gauguin & Polynesia iPhone App
88
Native apps / web apps
Center for Strategic & International Studies
iPhone App
89
Native apps / web apps
The World Bank
The World Development Report iPad App
90
Native apps vs. mobile web
91
Native apps vs. mobile web
Native App
Quick, rich and interactive
Takes advantage of rich phone
features (camera, GPS,
accelerometers etc)
Launches immediately - no
internet connection needed
More investment
Requires specialized skills -
harder to maintain
Download to install, update
Separate versions for each OS
Good for rich interactivity and
security (games, specialized apps)
Mobile Web
Slower with limited interactivity
Internet connection needed
Less interactivity - works
through browser
Less investment
Requires web skills - easier to
maintain
Updates instantly
One code to for all OS
Good for access to general
information
92
Content
Mobile publications
Heifer International
Mobile Magazine
Volkswagen
Annual Report
95
Mobile publications
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
97
Mobile giving
98
Mobile giving
Network for Good / Donate Now
99
Mobile giving
PayPal
100
Mobile giving
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
102
3rd party services
103
3rd party services
104
3rd party services
Discussion
Mobile web app, native app?
Responsive design?
Mobile emails, mobile pubs?
What is your approach / experience?
Does your organization have...
(4 Responses)
Responsive design
Mobile website
Mobile app
Mobile email
0 1 2 3
Questionnaire Results
106
Understanding of mobile
14%
43%
29%
14%
Mobile First
43%
29%
14%
14%
Responsive Design
29%
14% 43%
14%
Web app vs. Native app
43%
43%
14%
Android vs. iOS
29%
29%
43%
Mobile Content Strategy
1 (unfamiliar)
2
3
4
5 (well-informed)
Questionnaire Results
107
Discussion
What are some innovative uses of mobile
you have seen in this space?
Introductions
Mobile Overview
Case Studies
Mobile Strategy
Crafting a practical mobile strategy
Mobile Strategy
Discovery
User workow denition
Mobile approach
Roadmap
112
Discovery
Goals
How does mobile align with your mission?
What does success look like?
Audiences
Who are you trying to reach?
How do they interact online / on mobile?
Content
What content is most valuable to the audiences?
How can you optimize your content for multiple
devices / channels delivery?
Comparators
What are industry best practices?
What are best practices in our space?
113
Discovery
Audiences
Surveys, interviews
Focus groups
Personas
Content
Content audit, content inventory
Server logs
Content strategy for mobile
Comparators
Email templates
Responsive design
Innovative apps
Mobile Strategy
Discovery
User scenario
Mobile approach
Roadmap
115
For Key audience:
1
Storyboard: think motivations, context, information needs
2 3 4
5 6 7 8
Mobile Strategy
Discovery
User workow denition
Mobile approach
Roadmap
118
Email on mobile
Responsive design
Mobile websites
Mobile publication
Mobile giving
Guides
Awareness / Campaigns
Information Lookup
Fun / Branding
Two-way interaction
Donation / Fundraising
Citizen Engagement
Coordinating / Volunteering
Many-to-many interaction
Issue-focussed Community
Monitoring / tracking
Mobile Apps
Mobile Strategy
Discovery
User workow denition
Mobile approach
Roadmap
121
Roadmap considerations
Forming a team
Who is the champion? Who is your team?