going mobile: no app required - 5 ways to go mobile without building an app
DESCRIPTION
There's an app for that, but you don't have one. Does this mean that you're out of the mobile game? In this interactive session, come ready to explore alternative ways for going mobile, using one association's experience as a practical guide. Learn why having an app isn’t the only path to being relevant in the mobile space - while still supporting your organization’s vision, people, process and technology tools. Key Takeaways: 1. Understand the options for engaging audiences through mobile devices that do not involve developing a mobile app. 2. Understand the pros and cons of each of the alternative paths to going mobile. 3. Map the alternative paths to going mobile to your organization's vision, people, process and technology tools.TRANSCRIPT
@techconf #tech132013-12-05 16:19:54
J o n a t h a n S u l l i v a n
Going Mobile: No App Required December 5, 2013 1:45P M Hashtag: #tech13 LS2
@techconf #tech1312/5/2013 9:48
There's an app for that …
@techconf #tech1312/5/2013 9:48
1. Understand the options for engaging audiences through mobile devices—without building an app.
Key Takeaways
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2. Understand the pros and cons of each of the alternative paths to going mobile.
Key Takeaways
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3. Map alternative paths to going mobile to your organization’s vision, people, process and technology tools.
Key Takeaways
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• Mobile Web • E-mail • Social Media • Mobile Partnerships • White Labeling
Ways to Go Mobile
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Mobile Web
m.
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• Pros – Easy for customers – Cross-platform compatibility – Potential to reuse existing resources – Low technical hurdle
Mobile Web
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• Cons – Requires effort to do well –Must be done well to be worth it –May require a second set of content or code to
maintain* –Many 3rd party web-based apps are not mobile
friendly
Mobile Web
*m.
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• Best for these organizations – Reliant on existing web content or functionality – Technical staff – Non-technical or young audience –Multi-lingual or Global
Mobile Web
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2013 2014 2015 2016 2017Global Business and Consumer Mobile Email Users (M)
897 1,152 1,422 1,632 1,779
% Growth 28% 23% 15% 9%
Email Statistics Report, 2013-2017, Ó April 2013 The Radicati Group, Inc.
48% of email is now opened on a mobile device! – “Email Analytics,” Litmus (Nov 2013) !61% of consumers now read at least some of their emails on a mobile device, 30% read emails on a mobile device exclusively! – “Email Compass: The Mobile Effect,” Yesmail (2013)
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• Pros – You are already doing it – Your audience is already doing it – Inexpensive – Low technical barrier to entry
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• Cons – Links to mobile unfriendly content create a
bad experience (but no worse) – Less real estate for content
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• Best for these organizations – Reliant on immediacy of communications – Non-technical staff and audience –Multi-lingual or global – Those with an omnichannel strategy
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E-mail Case StudyAIA Store Marketing E-mail
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• Business Case – Low engagement with existing e-mails – High production cost – Time to market
E-mail Case Study
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E-mail Case StudyAIA Store Marketing E-mail
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• What worked well – Substantial increase in opens, click-thrus and
orders – Saved $1,500 per e-mail – Decreased time to market – 40% of website traffic from mobile devices
E-mail Case Study
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• What didn’t work well – Low initial comfort level with simplified format – Tinkering with layout for different platforms
E-mail Case Study
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• Lessons Learned – Don’t design for Outlook – Be prepared for resistance from internal
stakeholders – Test and iterate
E-mail Case Study
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Social Media
Social is mobile
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Social Media
• Pros – You are already doing it * – Your customers are already doing it – No development expertise needed
* If not, shame on you!
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Social Media
• Cons – Social is labor intensive – You don’t control it
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• Best for these organizations – Reliant on continuous engagement – Content is highly visual – Traditional audience is declining – Socially savvy staff – Low regulatory entanglement
Social Media
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Social Media Case Study
Architecture Week 2013
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Mobile Partnerships
Your content, someone else’s experience.
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• Pros – Allows you to focus on your content – New market opportunities – Expand your reach
Mobile Partnerships
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Mobile Partnerships
• Cons – Content may need to be revised, rewritten – Editorial support – Licensing
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Mobile Partnerships Case Study
AIA–Broadcastr Partnership
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Mobile Partnership Case Study
• Business Drivers – Purpose of a design often goes unnoticed – Architectural contributions unknown to the
public – Promotion of architects who are not
“starchitects” – Engage the architectural enthusiast
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Mobile Partnership Case Study
• Why Broadcastr?
– Unique ability to deliver location based audio – Promotes engagement with urban environments
– Short 3-minute audio keeps listeners engaged
– Users spend 9 minutes in the app
– Audience of up to 250,000 users
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• What worked well – Featured on Forbes.com – Featured on a Twitter roundup about cities – High interest & engagement from AIA members – Public interest in the project – Catalyst for partnerships
Mobile Partnership Case Study
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Mobile Partnership Case Study
• Challenges – Broadcastr pivoted … and became SPUN … and then went belly up …
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Mobile Partnership Case Study
• Lessons Learned – Be prepared for change – Build in flexibility and scalability
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White Labeling
Your brand, someone else’s can.
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White Labeling
• Pros – Speed to market – Cost – Best of breed – Customers won’t know the difference – All the advantages of having an app
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White Labeling
• Cons – Cost – Dependency – Compromises
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• Best for these organizations – Reliant on functionality that only an app can
provide – Lack the resources to produce an app – Good for short-lived apps
White Labeling
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White Labeling Case StudyAIA National Convention App
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White Labeling Case Study
• Business Drivers – Reduced environmental impact – Content can be updated in real time – Attendee can customize schedule, itinerary – Greater depth of information – New source of sponsorship revenue
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White Labeling Case Study
• Why White Labeling? – Lack of in-house capability – Large selection of mature solutions – Doing a mobile website was not an option
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White Labeling Case Study
• What worked well – Time to market – Low level of effort to get started – Return on investment – Lower environmental impact
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White Labeling Case Study
• What didn’t work well – Difficult to update content – User experience fell short – Not enough time for testing – Registered under developer in app store
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White Labeling Case Study
• Lessons Learned – Requirements before vendor selection – Build in more time for reviews – Register under your own name in app store
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White Labeling Case StudyAIA National Convention App
@techconf #tech132013-12-05 16:19:54
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