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Our session presentation on best practices for mobile strategies for associations at the 2013 Avectra Users and Developers Conference.
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IS THAT A MOBILE TEMPLATE OR RESPONSIVE DESIGN? IDENTIFY WHICH MOBILE STRATEGY IS RIGHT FOR YOU
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• The Mobile Landscape and Outlook• The Four Flavors of Mobile Experiences• Developing the Right Mobile Strategy• How netFORUM is Adapting
OUR TIME TOGETHER TODAY
ABOUT.ORGSOURCE
.orgSource is an experienced digital communications and technology consulting firm that serves only the association marketplace. All of our consultants are seasoned association professionals, with the knowledge and experience to guide your organization through every step of its digital strategy.
For more information please visit your website:
www.ORGSOURCE.com
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THE MOBILE LANDSCAPE AND OUTLOOK
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THE MOBILE OUTLOOK
• 72% of the planet’s 6.9 billion inhabitants will be mobile by 2016 *
• As of September 2012, Android accounted for 1.3 Million activations per day **
– This is just one platform!
* via Forrester Research (April 2012)** via Smashing Magazine Mobile Book (Dec. 2012)
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“If you don’t have a mobile strategy, you don’t have a future strategy.
- Eric Schmidt, Google, Executive Chairman
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BUT ASSOCIATIONS ARE DIFFERENT
• Members aren’t coming to your site to “browse” while they are bored.
• Your members come with a specific task. • Your strategy needs to be prepared to make
those tasks as easy as possible.
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WHAT IS A MOBILE STRATEGY?
• Mobile strategy is not a technology or a project, but a practice. It is the constant alignment of user needs, business goals, and evolving mobile technologies.
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KEY COMPONENTS TO A MOBILE STRATEGY
Budget
Context
Stakeholders
Audience Needs
Metrics
Objectives
Content
Business Needs
PrioritiesReview
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HOW MANY OF YOU HAVE A MOBILE STRATEGY?
A. We don’t have a strategy yetB. We have a defined mobile strategy for less
than a yearC. Early Stage – we are just beginning to define
a mobile strategyD. We have a defined mobile strategy for more
than a year
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11%
11%
40%
38%We do nothave a mobile strategy yetWe have a defined mobile stratetgy for less than one yearEarly stage -- we are just beginning to work on a strategyWe have a defined mobile strategy for a year or more
WHICH OF THE FOLLOWING BEST DESCRIBES YOUR MOBILE
STRATEGY TODAY?
Source: Forrester Research
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THE FOUR FLAVORS OF MOBILE WEB
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TYPES OF MOBILE EXPERIENCE
Unique Mobile App
Dedicated Mobile Site
Adaptive Layouts (aka Responsive
Design)
Tweak
Tim
e
Increasing mobile support could lead to a better experience, but at what cost?
Content they want
Your Objectives
Audience
Credit: mobile.smashingmagazine.com
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TWEAKING – AKA DO NOTHING
• Your current site as it exists today renders on a smart phone or tablet.
• Visitors have to pinch, double tap, and scroll to read content effectively.
• Depending on technology you use (i.e. Flash), some content may or may not render.
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TWEAKING
• Pros– Lowest barrier to entry
into mobile– Lowest investment - zero
• Cons– Often a poor user
experience leads to less return visits
– Some content may not render on mobile devices
– Visitors often turned off by lack of optimization
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RESPONSIVE DESIGN
• Your entire site is available on a mobile devices
• Layouts and presentation adjusts and reconfigures depending on the screen size
• Break points are often for desktop/laptop, tablets, mobile phones
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RESPONSIVE DESIGN
• Pros– One set of code and
content to maintain and manage
– Easier and cheaper to maintain
– No need for redirects– One URL for better SEO– Access to all site content
• Cons– Possible redesign
needed– Less differentiation of
mobile content– Lower mobile focused
user experience
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SEE HOW YOUR SITE LOOKS
Not sure how your site looks on a mobile device? Check it out on our responsive design tool.
http://www.orgsource.com/responsive/index.html
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RESPONSIVE DESIGN “GOTCHAS”
• Advertising• Content layout on different screen sizes
– Long Form vs. Short Form– Tables and Analytical Data– Downloads / PDFs– Images
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WHEN RESPONSIVE DESIGN WON’T WORK
• Your site content doesn’t lend well to mobile devices
• Your users don’t need your entire site in a mobile environment
• Some user experiences do not work well in responsive design– myOrganization portals– eLearning centers
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SOME LESSONS LEARNED
• Personalized portals• User experience
– Touch vs. click
• Truncating content
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MOBILE SITE
• A separate site optimized for mobile devices– Often has a separate URL like
http://m.mywebsite.org– Allows you to display a subset of your website, not
the full experience
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MOBILE SITE
• Pros– Easier implementation– Capacity to differentiate
mobile content– Better mobile user
experience
• Cons– Content duplication risk
(SEO hit)*– You have to maintain
and update separate templates and code
– Higher cost of maintenance
* There are methods to reduce any SEO risk
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LESSONS LEARNED
• Managing content for both desktop and mobile
• Limiting scrolling• Management of
multiple templates and code
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MOBILE APPS
• A separate application that is developed using specific platforms (iOS, Android, WP, BB)
• Offers ability to take advantage of mobile devices capabilities where mobile sites and responsive design cannot
• Custom development• Hybrid approaches
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MOBILE APPS
• Pros– Avoid delays of buffering
video, audio or slow connections
– Can perform lots of complex tasks quickly
– Monetization: People will pay for apps
– Can take advantage of mobile device functionality (access contacts, calendars, other apps)
• Cons– Apps are specific to an
operating – Not as easy to modify as a
Web site– Mobile options for Web
becoming more robust (HTML 5)
– Can be expensive to develop and maintain/update
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APP DEVELOPMENT
• Use a vendor or do it yourself? – Do you have the staff to code and maintain? – Does your staff know all the programming
languages for every type of mobile platform?
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DEVELOPING THE RIGHT MOBILE STRATEGY
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IT’S ALL ABOUT THE USER EXPERIENCE
• Give the user what they need• Thinking about thumbs & fingers, not mice• Devices, devices, devices• Content accessibility• Pre-existing custom functionality &
development
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DECIDING ON THE RIGHT STRATEGY
• One approach or multiple• Look at your web statistics• Conduct a member survey• Develop and validate specific use cases• Review other industry leaders
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OTHER IMPLICATIONS
• Regardless of the strategy, now you are mobile, which means you will need to:– Think of content in multiple dimensions when
publishing– Think of user experiences from multiple view
points– Site improvements need to consider all
environments
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EXAMPLE STRATEGY
• Use Case: Conferences & Large Meetings– Mobile specific app
• Access information in real-time at event• Engage event attendees• Alerts and notifications
• Use Case: Content Access by Mobile Visitors– Mobile site
• Limited content needs in mobile setting• Can tailor content to audience needs
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START NOW
• What problems are you trying to solve? • Review web analytics• Member needs assessments – previous
research• Conduct new research
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HOW NETFORUM IS ADAPTING
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How netFORUM is Adapting
• netFORUM 2013 is Adapting to Mobile Needs• New Features / Functionality Include:
– Responsive Design Framework (Bootstrap)– Removal of Fixed Positioning in Forms– Mobile Web Access to Profile Pages– HTML5 Adoption– Introduction of RESTful Web Services API
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QUESTIONS
GET IN TOUCHCONTACT US
Sign Up to Receive Our Newsletter! Visit our Website today!
Phone:+1 847.275.1840
Email:[email protected]
Interested in mobile, website redesigns, AMS, LMS, CMS selections? Let’s talk about your projects to see how we can help.
www.orgsource.com
twitter.com/orgsource
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www.linkedin.com/company/1448229
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THANK YOU
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