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One App per Older American: Building AARP's Distributed Digital PresenceLike many traditional organizations, AARP is beginning to shift its communications and member engagement to a "mobile first" world where content and tools must be designed first for use on-the-go. Though the 50+ population lags behind the general market in adoption of mobile devices and services, use is increasing dramatically. The pace of innovation in mobile and social provides compelling business opportunities that must be prioritized against AARP's established outreach channels. In less than a year, the AARP Digital Strategy & Operations team has launches its apps on iOS, Android and HTML5. Mike will take Baltimore Parlay through the strategy and implementation of AARP mobile initiatives, sharing unexpected lessons learned along the way. http://baltimoreparlay.ning.com/
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One Mobile App per Older American Building AARP’s Distributed Digital Presence
By Mike Lee Baltimore Parlay, September 20, 2011
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PresentationPreview
AARP Building
The Ship To Steer…
3Push Content Out
Influential Blogs
Central source ofAARP content, tools and services
AARP.org
Facebook, Twitter and on other social networksCollaborator /
Partner Web Sites
Mobile Devices and
Platforms
AARP.org Distributed Presence
AARP.org Distributed Presence
Content shouldn’t cascade
TV+Radio
Web
Mobile
API
XML
Duct tape & spit
Source
Source
Source
Channel Integration Is Messy
AARP Building
Parts Of A iOS Flagship App5
APIs:
•Latest videos from Brightcove CMS
•Bit.ly
Onboard the app:
•Site channels in topic button
•Save clippings
•Dial call center
•Flurry tracking code
Web site components:
•Feed of latest WCMS articles (JSON)
•Popular articles
•Member login and card
Text
6 Arriving At A Content Strategy
m.AARP.org Wireframes
AARP Mobile Site On Feature Phones7
Catching Up On Documentation8
mHealth Gap
Age
High
Why Mobile At AARP?The mHealth Gap for Older Americans
Low
Those who need mobile technology the most use it the least.
• 4/5 of 50+ suffer at least one chronic illness
• Half of 65-74 have 2-4 chronic conditions
mHealthGap
Incidence of Chronic Illness
Use of Mobile
Devices
Engagement Isolation
9
Vision
Twitter: @curiouslee
