IS THAT A MOBILE TEMPLATE OR RESPONSIVE DESIGN? IDENTIFY WHICH MOBILE STRATEGY IS RIGHT FOR YOU

#AUDC13

#AUDC13

• 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

#AUDC13

#AUDC13

THE MOBILE LANDSCAPE AND OUTLOOK

#AUDC13

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)

#AUDC13

“If you don’t have a mobile strategy, you don’t have a future strategy.

- Eric Schmidt, Google, Executive Chairman

#AUDC13

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.

#AUDC13

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.

#AUDC13

KEY COMPONENTS TO A MOBILE STRATEGY

Budget

Context

Stakeholders

Audience Needs

Metrics

Objectives

Content

Business Needs

PrioritiesReview

#AUDC13

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

#AUDC13

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

#AUDC13

THE FOUR FLAVORS OF MOBILE WEB

#AUDC13

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

#AUDC13

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.

#AUDC13

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

#AUDC13

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

#AUDC13

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

#AUDC13

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

#AUDC13

RESPONSIVE DESIGN “GOTCHAS”

• Advertising• Content layout on different screen sizes

– Long Form vs. Short Form– Tables and Analytical Data– Downloads / PDFs– Images

#AUDC13

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

#AUDC13

SOME LESSONS LEARNED

• Personalized portals• User experience

– Touch vs. click

• Truncating content

#AUDC13

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

#AUDC13

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

#AUDC13

LESSONS LEARNED

• Managing content for both desktop and mobile

• Limiting scrolling• Management of

multiple templates and code

#AUDC13

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

#AUDC13

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

#AUDC13

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?

#AUDC13

DEVELOPING THE RIGHT MOBILE STRATEGY

#AUDC13

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

#AUDC13

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

#AUDC13

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

#AUDC13

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

#AUDC13

START NOW

• What problems are you trying to solve? • Review web analytics• Member needs assessments – previous

research• Conduct new research

#AUDC13

HOW NETFORUM IS ADAPTING

#AUDC13

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

#AUDC13

QUESTIONS

GET IN TOUCHCONTACT US

Sign Up to Receive Our Newsletter! Visit our Website today!

Phone:+1 847.275.1840

Email:info@orgsource.com

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

#AUDC13

www.linkedin.com/company/1448229

#AUDC13

THANK YOU

#AUDC13