blogging while brown - you can’t be social without mobile first
TRANSCRIPT
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You Can’t Be Social Without Mobile First
Kristin Bolton-Keys @KristinBKeys
Alicia Dixon @specialLi1972
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#bwbmobile @kristinbkeys & @specialli1972 2
h"ps://www.youtube.com/watch?v=qGdlz16S1Ic
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About Us Kristin Bolton-Keys Capital One
Alicia Dixon The Sheridan Group
#bwbmobile @kristinbkeys & @specialli1972 3
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Objectives
§ Why should you care about mobile for your blog?
§ How can you get started with optimizing your blog for mobile?
§ What are some resources to stay on top of mobile trends?
#bwbmobile @kristinbkeys & @specialli1972 4
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What is a Mobile Product Manager?
#bwbmobile @kristinbkeys & @specialli1972 5
Strategy
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#bwbmobile @kristinbkeys & @specialli1972 6
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5 Keys to Being Mobile First
1) Mobile Usage 2) Mobile Web vs. Native Apps
3) Mobile Design Best Practices
4) Mobile Analytics
5) Mobile Commerce
#bwbmobile @kristinbkeys & @specialli1972 7
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#1 MOBILE USAGE
#bwbmobile @kristinbkeys & @specialli1972 8
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Devices are Everywhere!
#bwbmobile @kristinbkeys & @specialli1972 9
Globally there will be a total of 1.75 billion smartphone users in 2014.
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Mobile is a Part of Life
#bwbmobile @kristinbkeys & @specialli1972 10
On average, a consumer launches apps 10 Ames per day. This is s&ll growing!
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Year-Over-Year App Usage Growth Continues
Messaging & Social
Apps were growth leaders
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Market Share by OS
52.50% 41.40%
2.50% 3.30% 0.20%
Android
Apple
BlackBerry
MicrosoN
Symbian
#bwbmobile @kristinbkeys & @specialli1972 12
Source: Comscore MobiLens April 2014
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#3 MOBILE WEB VS. NATIVE APPS
#bwbmobile @kristinbkeys & @specialli1972 13
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Native Apps vs. Web
Native mobile apps typically: § Perform better – being resident on the
device allows them to faster § Deliver a better UI - being coded to a
specific OS allows for a design consistent with that platform
§ Take longer to build
§ Cost more to create and maintain
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One design to rule them all…
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Responsive Design
#bwbmobile @kristinbkeys & @specialli1972 16
One Site. All Screens. Multiple Experiences.
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#2 MOBILE DESIGN BEST PRACTICES
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#bwbmobile @kristinbkeys & @specialli1972 18
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Is your site mobile optimized?
§ Dudamobile
§ W3C Validator
§ “Framily” Check
#bwbmobile @kristinbkeys & @specialli1972 19
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Google’s Mobile Best Practices
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Good vs. Bad
Good Mobile Sites § Grey Goose § Panera Bread § Darby Smart § Jeep
Bad Mobile Sites § John’s Hopkins Medicine § Diy.org § Udemy
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#bwbmobile @kristinbkeys & @specialli1972 22
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#bwbmobile @kristinbkeys & @specialli1972 23
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Wireframe and Prototyping
#bwbmobile @kristinbkeys & @specialli1972 24
Quick Proto
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#4 MOBILE ANALYTICS
#bwbmobile @kristinbkeys & @specialli1972 25
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Mobile Measurement Tools
http://www.google.com/analytics
With the collec&on APIs and SDKs, you can measure how users interact with your content and marke&ng ini&a&ves.
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Mobile Measurement Tools
http://www.flurry.com/
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Mobile Measurement Tools
http://www.appannie.com
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Common Metrics
§ Demographics § Acquisition - New users § Retention - Returning Users § Uninstalls vs. Downloads § App Store Ratings & Ranking § User Session Length – Time in App § In App Behavior – Most Used Features – Funnel / Exit Point(s)
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Understand User Behavior User paths & Conversions
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Avoid Vanity Metrics
Track: § Active Users
– Not Unique Users
§ User Session Length – Not Total Sessions
§ Downloads vs. Uninstalls – Not Downloads
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#5 MOBILE COMMERCE
#bwbmobile @kristinbkeys & @specialli1972 32
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Mobile Commerce Benefits
#bwbmobile @kristinbkeys & @specialli1972 33
Personal + Targeted + Cost Effective
§ 1/4 of US smart phone internet users who searched for local businesses on their phone made purchases
§ 61% said poor performance would cause them to visit mobile sites less
§ 80% said they would use mobile more if performance was better
Mobile enables news ways to present information and allow customers to interact with your business
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Skillshare
#bwbmobile @kristinbkeys & @specialli1972 34
Website Mobile Experience
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General Assemb.ly
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Website Mobile Experience
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Mobile Commerce Best Practices
1. Maintain branding consistency across all channels
2. Ensure that customers can connect with your brand via a toll-free phone number, e-mail address or contact form.
3. Utilize a combination of merchandising and promotional tactics on the home page and throughout the site
4. Enable shoppers to check out quickly with pre-filled information
5. Create product pages with relevant product information, recommendations and product photos
6. Leverage meaningful ratings and reviews
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RESOURCES
#bwbmobile @kristinbkeys & @specialli1972 37
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#bwbmobile @kristinbkeys & @specialli1972 38
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Freebies!
#bwbmobile @kristinbkeys & @specialli1972 39
Use this link h"p://bit.ly/bwbmobile Give them a Shout Out @specmarkteam
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Q & A
#bwbmobile @kristinbkeys & @specialli1972 40
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THANK YOU
#bwbmobile @kristinbkeys & @specialli1972 41