a beginners guide to mobile optimisation for arts organisations

OPTIMISE WEBINAR: MOBILE OPTIMISATIONFEBRUARY 2014

OPTIMISE WEBINAR - MOBILE OPTIMISATION

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HOW DO WE BEST USE THE MOBILE WEB TO ATTRACT & ENGAGE AUDIENCES?

• HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP?

• HOW DO WE MAXIMISE THE OPPORTUNITY OF THE MOBILE WEB?

• HOW DO WE WORK WITH DEVELOPERS TO MAKE THIS A REALITY?

• WHERE DOES MOBILE SIT WITHIN A BROADER DIGITAL, SOCIAL MEDIA OR CONTENT STRATEGY?


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the #1 method for accessing local information is the mobile device. higher-and-higher.com

by 2015, more internet users will access the web through mobile devices than through the desktop. idc.com

88% of consumers searching on a mobile device will make a purchase within 24 hours. Google Mobile Ads

juniper predicts that ‘near-field communication’ mobile tickets will represent more than 50% of all mobile ticketing revenue by 2016 intomobile.com

WHY MOBILE?

http://www.idc.com/getdoc.jsp?containerId=prUS23028711

http://www.youtube.com/watch?v=CjUcq_E4I-s

http://intomobile.com


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HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP?


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AFTERTHE EVENT

AT THEEVENTPREPARATIONBOOKINGRESEARCHAWARENESS

Audience Journey mapping via connectarts.australiacouncil.gov.au

http://connectarts.australiacouncil.gov.au


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AFTERTHE EVENT



• First hearing about the event through a friend or other media

• Word-of-mouth, e-newsletters, social media

• Finding out more about the event and deciding whether to attend

• Search engines, organisation web site content, reviews, recommendations

• Buying a ticket to the event ahead of time

• Online ticketing, seating plans

• Anticipating the event and getting organised

• maps, journey planners, parking and restaurants

• Getting more information and sharing the experience

• sharing comments & photos via social media; seeking more info about the artist / event

• Reliving the experience and considering the next event

• talking with others, recommending the event, planning next event



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AFTERTHE EVENT















DESKTOP awareness & investigation - experiential



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AFTERTHE EVENT















DESKTOP awareness & investigation - experiential

MOBILE organisation & practical - utility



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HOW DOES USE OF MOBILE SITES DIFFER FROM DESKTOP?MOBILE & TABLET USE PEAKS LATER IN THE DAY - HIGH LIKELIHOOD OF A SOCIAL ENVIRONMENT.

Source: Google


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HOW DO WE MAXIMISE THE OPPORTUNITY OF MOBILE WEB?WHAT CONTENT SHOULD BE ON A MOBILE SITE? "What’s useful? Consider all of the content you have on the web site, draw up a site map and a brief content audit, and mark off what you think is more useful on a mobile versus a desktop.


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HOW DO WE MAXIMISE THE OPPORTUNITY OF MOBILE WEB?WHAT CONTENT SHOULD BE ON A MOBILE SITE? "What’s difficult? Look at the web site functions. Could people realistically use any forms, tables or lengthy text that is currently on your site? Are there functions that simply don’t work on a mobile?


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HOW DO WE MAXIMISE THE OPPORTUNITY OF MOBILE WEB?WHAT CONTENT SHOULD BE ON A MOBILE SITE? "What’s missing?

Decide what information would be very helpful for users on the go, in the vicinity of the venue, or those who are close to purchase. For example: transport information, location, food & beverage (before and after), Twitter (for late breaking information), social feeds from other users (social proof of engagement).


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QUESTIONS?


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HOW DO WE MAKE THIS A REALITY?WHAT IS A RESPONSIVE SITE? "A responsive web site is one that changes layout and style depending on where it is viewed. It is a single web site that displays different style sheets according to its environment.

Source: sydneydancecompany.com

Commonly, a responsive site has 2-3 “break points” - desktop, tablet,mobile; occasionally more.

DESKTOP MOBILE

http://sydneydancecompany.com


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HOW DO WE MAKE THIS A REALITY?WHAT IS A MOBILE SITE? "A mobile web site is one that has been designed exclusively for a mobile browser.

Source: sydneyfestival.org.au

It is effectively a second web site, one that replicates content but in a different mobile-optimised design.

DESKTOP MOBILE

http://sydneyfestival.org.au


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HOW DO WE MAKE THIS A REALITY?RESPONSIVE SITE vs MOBILE SITE - WHICH IS BEST?

USE RESPONSIVE WHEN: "• there’s a good crossover of priority content

between desktop and mobile, similar page layouts and structure "

• you are starting from scratch with a new web site (responsive can be more economical) "

• your current site doesn’t use any flash or old javascript

USE MOBILE WHEN: "• there’s markedly different content between

desktop and mobile, dissimilar page layouts and structure "

• you need a mobile version of your current web site

• your current site uses any flash or old javascript


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HOW DO WE MAKE THIS A REALITY?OTHER DESIGN & DEVELOPMENT CONSIDERATIONS

Do you also need a tablet solution?does your current site work well on iPad? check button sizes, text sizes, use of flash or old javascript, scrolling, frames and other functions

How adaptable is your CMS? Is your content management system flexible enough to create mobile-specific content fields - or otherwise allow you to deploy different content between mobile and desktop


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iPhone 5 640 pixels x 1136 pixels (326ppi)

Galaxy S4 1080 pixels x 1920 pixels (441ppi)

+ 100s more …



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desktop

tablet (landscape)

tablet (portrait)

smartphone



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WHERE DOES MOBILE SIT WITHIN A BROADER STRATEGY?

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WEB SITE info, listings, interviews, context & commentary "global average 28% of all visits come from mobile, up to (and over) 50% for public events "mobile connection speeds more than doubled in 2013


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FACEBOOK

community, content sharing & discussions "48% of daily active users only use mobile devices "mobile devices account for 53% of Facebook’s advertising revenue



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TWITTER "time-specific announcements & conversations "76% of monthly active users use mobile devices "mobile devices account for 75% of Twitter’s advertising revenue

FACEBOOK




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FACEBOOK


YOUTUBE "interviews, previews & documentation "mobile accounted for 53% of all video traffic at the end of 2013 "80% of YouTube traffic comes from outside the US



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FACEBOOK


YOUTUBE "interviews, previews & documentation "mobile accounted for 53% of all video traffic at the end of 2013 "80% of YouTube traffic comes from outside the US

INSTAGRAM "quick snapshots & behind the scenes access "180 million monthly active users (doubled in 12 months) "average user spends 4.2 hours a month on the service



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conducted at research stage for events Source: Australia Council For The Arts



conducted during an event Source: Australia Council For The Arts



conducted after an event Source: Australia Council For The Arts



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QUESTIONS?

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a beginners guide to mobile optimisation for arts organisations

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