in the palm of your hand: how communicators are making a splash on the mobile web
DESCRIPTION
Mobile Web basics and strategy for curious Communicators wanting to stay ahead of the curve.TRANSCRIPT
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Ed [email protected] 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/
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What do fish have to do with Mobile technology?
http://www.flickr.com/photos/jfchenier/76721307/
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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/
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The Communicator’s toolset:The way things were
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The Communicator’s toolset:The way things are
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The tools are great, but it’s really about the PEOPLE
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The Communicator’s toolset:Where things are going
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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!
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Guess what? Still about the PEOPLE! :)
http://www.flickr.com/photos/libraryman/414960752
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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/
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2.7 Billion Mobile Phones
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Slide thanks to Houston Chronicle’s David Herrold:http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/
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But what is the Mobile Web?
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Not just PC Web on your cell phone
Not just iPhonesor text messaging
Not just the coolest new handheld
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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/
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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/
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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/
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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/
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Content vs. Context
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At your desk?
http://flickr.com/photos/lauracharlotte/2182257084
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2.7 Billion Mobile Phones
Planning the rest of your day while out and about?
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2.7 Billion Mobile Phones
Or on your way? (it really, really matters)
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How to give your visitors a Mobile experience
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Focus on your users:
• Who are your site visitors?• What do they want?• How can they access what they need?
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1. Do NOTHING!Providing the Mobile experience
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2. Simplify, simplify, simplifyProviding the Mobile experience
www.davidville.com
Reduce your images and styling
www.happykatie.tumblr.com
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3. Use handheld stylesheetsProviding the Mobile experience
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http://www.kayak.com/ http://www.kayak.com/moby/
4. Create a separate Mobile Web siteProviding the Mobile experience
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http://www.flickr.com/photos/toma01/2171010315/
Mobile tools for Mobile Communicators
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Lots of toys...
But what do you really need?
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Search for free Google products for your phone
model.
Mobile: http://m.google.com Web: www.google.com/mobile
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Mobile: http://m.flickr.com Web: www.flickr.com
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Mobile: http://m.twitter.com Web: www.twitter.com
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Mobile: http://m.facebook.com Web: www.facebook.com
1. Access messages2. Update status3. Use FB like a phone book4. Upload photos and videos
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Who is using Mobile Web?
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You are! Whip out your cell phones!
http://www.polleverywhere.com/multiple_choice_polls/LTE3MjczMzY1MzY
www.polleverywhere.com
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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?
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Congressman Culberson streams LIVE from his cellwww.qik.com/johnculberson (35,000 views!!)
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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
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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
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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
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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
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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/
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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/