Ed Schipuleschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

In the Palm of Your Hand:How Communicators are making a Splash on the Mobile Web

www.flickr.com/photos/nosuchsoul/2551417931/in/set-72157605197803211/

What do fish have to do with Mobile technology?

http://www.flickr.com/photos/jfchenier/76721307/

Let’s talk about...

• What is Mobile Web?

• Mobile tools for your business and your sanity

• Who is using Mobile Web?

On-the-go tools for on-the-go communication

http://www.flickr.com/photos/jonjon_2k8/340305918/

The Communicator’s toolset:The way things were

The Communicator’s toolset:The way things are

The tools are great, but it’s really about the PEOPLE

The Communicator’s toolset:Where things are going

http://www.flickr.com/photos/andresmartin/2379157808/

http://www.flickr.com/photos/ucumari/2317386162/

http://www.flickr.com/photos/davyrocket/82339986/

http://www.flickr.com/photos/jbuhler/29493344/

http://www.flickr.com/photos/mastrobiggo/2414317157/

http://www.flickr.com/photos/gaetanlee/118885175

Mobile!

Guess what? Still about the PEOPLE! :)

http://www.flickr.com/photos/libraryman/414960752

So why do you care?

• 30% Internet users access ONLY through Mobile (over 850 million)

• 92,000 text messages sent EVERY SECOND

• 2.8 trillion text messages sent in 2007

• SMS = $100 billion/year industry

• www.communities-dominate.blogs.com

Brain candy from Tomi Ahonen research

http://www.flickr.com/photos/whartz/2092971356/

2.7 Billion Mobile Phones

Slide thanks to Houston Chronicle’s David Herrold:http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/

But what is the Mobile Web?

Not just PC Web on your cell phone

Not just iPhonesor text messaging

Not just the coolest new handheld

Mobile Web =New way of communicating

• Create new value for your clients and site visitors• Grow your community - where, when and how they want it• Interactive campaigns with you and your audience• Update your content and still reach your on-the-go visitors

http://flickr.com/photos/eschipul/743621029/

The Good

• Personalization

• Always on, always connected

• Info needed based on user location

• Phone + text + Web

What is Mobile Web?

http://www.flickr.com/photos/21577468@N03/2333089115/

The Bad

• Limited space for content

• Must deliver NOW!

• Interactivity challenges

• Not all plug-ins supported (Flash)

What is Mobile Web?

http://www.flickr.com/photos/christina-t/1723550419/

The Opportunity

• Portable

• Growing and diverse audience

• Create and consume on the go

• Branding opportunities

What is Mobile Web?

http://www.flickr.com/photos/eschipul/341660422/in/set-72157594452159501/

Content vs. Context

At your desk?

http://flickr.com/photos/lauracharlotte/2182257084

2.7 Billion Mobile Phones

Planning the rest of your day while out and about?

2.7 Billion Mobile Phones

Or on your way? (it really, really matters)

How to give your visitors a Mobile experience

Focus on your users:

• Who are your site visitors?• What do they want?• How can they access what they need?

1. Do NOTHING!Providing the Mobile experience

2. Simplify, simplify, simplifyProviding the Mobile experience

www.davidville.com

Reduce your images and styling

www.happykatie.tumblr.com

3. Use handheld stylesheetsProviding the Mobile experience

http://www.kayak.com/ http://www.kayak.com/moby/

4. Create a separate Mobile Web siteProviding the Mobile experience

http://www.flickr.com/photos/toma01/2171010315/

Mobile tools for Mobile Communicators

Lots of toys...

But what do you really need?

Puts the full Web on your phonewww.operamini.com

Search for free Google products for your phone

model.

Mobile: http://m.google.com Web: www.google.com/mobile

Mobile: http://m.flickr.com Web: www.flickr.com

Mobile: http://m.twitter.com Web: www.twitter.com

Mobile: http://m.facebook.com Web: www.facebook.com

1. Access messages2. Update status3. Use FB like a phone book4. Upload photos and videos

Who is using Mobile Web?

You are! Whip out your cell phones!

http://www.polleverywhere.com/multiple_choice_polls/LTE3MjczMzY1MzY

www.polleverywhere.com

Poll: Houston should be known as...

http://www.polleverywhere.com/multiple_choice_polls/LTE3MjczMzY1MzY

1. Open a text message2. Sendee #: 414113. Type in your choice4. Send!

What do you think?

Congressman Culberson streams LIVE from his cellwww.qik.com/johnculberson (35,000 views!!)

Getting the VP word out to 2.9 million people

http://www.barackobama.com/mobilev2/#

Obama announces his running mate and customizes cell phone wallpaper

http://www.flickr.com/photos/zerberus/23203975/

Creative Mobile Marketing

Nike ID promotionTimes Square billboard where passers-by designed the sneaker on display. 3000 free pairs of shoes given away to users.

Dove - Wrinkled or Wonderful?Mobile users voted their choices on billboards, results calculated on boards and site globally.

Marketing campaigns that have generated Mobile buzz

Lonely Planet goes MobileSocial community content goes where its users go

• Free phrasebook downloads for Mobile visitors

• Paid Nokia travel maps for Mobile download

• Upload personal ‘Travel Tales’ video to www.lonelyplanet.tv via Mobile

• Free music uploads to Mobile devices

Pet Shop Boys music video use QR codesMobile content crosses genres - ‘if you’ve done nothing wrong, you’ve nothing to fear’

• QR-enabled cell phones capture images and link to Web pages

• Share online content by taking a photo

• More on QR codes:http://en.wikipedia.org/wiki/QR_Code

• More on video:http://www.petshopboys.co.uk

Let’s review...

• Mobile Web = Mobile Humans

• Context and immediacy is everything

• Start with fresh Mobile content

• Keep it simple, keep it fun

Mobile Web connects Humans to info they want

http://flickr.com/photos/pollyann/2645907599/

Thanks for being here!

Ed Schipul

Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul

http://www.flickr.com/photos/deneyterrio/2095590563/