ektron mobile revolution webinar
DESCRIPTION
Slides from my mobile revolution webinarTRANSCRIPT
The Mobile RevolutionMove Beyond Mobile Friendly and Engage
Mobile Visitors
Tom WentworthCMOEktron
Mark JarvisApril Hobbs Nutter
Morehead State University
Agenda
The undeniable business case for treating mobile as
a primary customer channel
Mobile friendly or mobile first? A maturity
framework.
The shift from desktop to mobile- a case study from
Morehead State University
Resources and next steps
Tweet questions and comments during (and after) the webinar to #mobilerevolution
54.3 Million People in the United States own
smartphonesSource: Comscore Mobilens
http://www.flickr.com/photos/pictfactory/2796367140
Mobile usage will eclipsedesktops by
2013Source: Gartner
Good luck finding an
iPad 2
Tablets Will Reach 82 Million US Consumers By 2015January 2011 “Tablets Will Grow As Fast As MP3 Players”
Have you looked at your analytics data lately?Source: ektron.com
The Four F’s of Mobile Maturity
Failure
Source: http://blog.kissmetrics.com/loading-time/
The Four F’s of Mobile Maturity
Focus
The Four F’s of Mobile Maturity
Mobile Friendly
The Four F’s of Mobile Maturity
What’s Mobile First?
1. Mobile is Exploding
2. Mobile Requires Focus
3. Mobile Extends your
capabilities
Put the Customer First
http://www.flickr.com/photos/toasty/3538820892/
“Google programmers are doing work on mobile applications first, because they are better apps and that’s that top programmers want to develop” – Eric Schmidt, former Google CEO
“We’re just now starting to think about mobile first and desktop second for a lot of our products” – Kate Aronowitz, Design Director of Facebook
“We really need to shift now to start thinking about building mobile first. This is an even better shift than the PC revolution.” – Kevin Lynch, CTO Adobe
Presenters
Mark Jarvis, Senior Web Shared Services AdministratorOffice of Information Technology
April Hobbs Nutter, Web Marketing DirectorOffice of Communications & Marketing
About Morehead State University
Founded in 1887
Enrollment – approximately 9,000 students
Public Regional University
Location – 1 hour east of Lexington, KY and 1 hour west of Huntington, WV on the edge of the Daniel Boone National Forest in Morehead, KY
Average class size – 19 students
Ranked for the 7th consecutive year as one of the top 20 public regionals in U.S. News & World Report
Morehead State is d than you might expect!
About the MSU Website
Managed by the Office of Communications & Marketing with support from the Office of Information Technology – Web Shared Services
First deployment with Ektron (CMS300) in 2004
Contracted with Ektron for an upgrade to version 8 with new site construction; new design launched in October 2010
Uses Ektron-developed templates for flexible design
More than 200 content contributors manage content on Ektron CMS400
Redesign 2010
2004 needed a new look; the content needed an overhaul
We needed to evolve to meet the needs of our customers – prospective students and their families, donors and friends of MSU.
Refocused our external site – www.moreheadstate.edu – on these key audiences. Working to move our internal content to MyMoreheadState portal.
New design needed to include flexible templates for homepage, academic sites, services, etc., including delivery of content for mobile devices.
Why Mobile Matters at MSU
Increased use of mobile devices (iPhone, iPad, Droid, Android and Blackberry) on MSU’s site (thanks to Google Analytics)
Statistics show that’s how our target demographic (prospective 16-18 year olds) look for content
Requests from departments and offices for “mobile-friendly” version of their sites
“Mobile-friendly” means making sites easier to use – with a mobile device or not, by focusing on simple navigation, user-friendly language and clear and accurate content
How We Made Our Website Mobile
Using Ektron CMS400 Flex Template – our site isn’t just “mobile-friendly” – every page on the new site is delivered in a template specifically for mobile devices.
Our site auto detects if a user has a mobile device and automatically delivers the mobile version (with option for full site).
Content is created in the CMS and uses different templates to deliver the content in standard (content.aspx), mobile (mobile.aspx), or other custom formats. So, only one point of content entry for the contributor.
The content and the design are separate; allowing us to have much more flexibility with how we display content.
MSU Website
MSU Website – Mobile View
Uses menu technology to deliver a mobile-specifichomepage.
Menu includes text and icons
Links include most popular sites
Mobile template designed to look like an app
Full site view available at bottom of screen
How We Made Our Website Mobile
The mobile template by default displays the content block of the page and moves the navigation menu below to keep them mobile friendly.
Our mobile homepage is built using a custom navigation menu and does not include a content block.
2 options to enhance the mobile experience:
1. All content on our site can be rendered using the mobile template (example: MSU News site).
or
2. A “custom” site can be delivered using menus, without recreating content (example: MSU Homepage and Dept. of Music, Theatre and Dance.)
MSU Website – News and Mobile News
Standard content template Mobile template
MSU Website – Mobile News Release
In the mobile version, the menu appears under the content, for easy navigation.
The template redelivers the content for mobile – no need for the contributor to do a separate version.
How We Made Our Website Mobile Friendly
Contributors may create custom mobile sites using navigational menus. A mobile redirect (set in the configuration smart form) sends mobile visitors to the custom mobile site instead of displaying the content block and default navigation menu in the mobile template.
Our entire site is mobile-friendly, but by using menus we can deliver what appear to be custom mobile sites, without recreating any content.
How We Made Our Website Mobile
This custom menu is used as the mobile version of our home page – just menu items, no new content – with an icon and link for each item.
How We Made Our Website Mobile
This is our Department of Music, Theatre and Dance (MTD) site. In the next slide, we’ll show you this same menu displayed as their “mobile site” compared to viewing this exact page on a mobile device.
How We Made Our Website Mobile
Screen shots 1 & 2 are the mobile view of the MTD site; #3 shows an alternative mobile site for MTD, using the menu as the mobile site.
1 2 3
What Have We Learned?
Check your stats (we recommend Google Analytics) – you may be surprised how many mobile users you have.
Instead of doing a mobile version, just make your entire site mobile ready using flexible templates. Manage the content in one location and use templates for standard, mobile, etc.
Handy tool for testing: Firefox User Agent Switcher (let’s you simulate iPhone view in your browser)
Flexible templates can provide brand and design consistency from standard to mobile.
When designing pages and creating navigation – simpler is better – mobile or standard.
Give users options: view full site, navigation, search tools.
What Have We Gained?
This is a comparison of Nov. 2009-May 2010 compared to Nov. 2010-May 2011. Our new site launched at the end of October 2010.
Much more mobile traffic! Thanks to the new site (and to our men’s basketball and the NCAA Tournament win over the University of Louisville – March 17, 2011).
What Have We Gained?
Stats showing the top 6 devices. Traffic has increased dramatically from 2009-10 to 2010-11.
This demonstrates why you should be not just thinking mobile, but doing mobile.
Our applications and acceptance rates are up considerably too, especially among key demographics.
Much More Information
Website: http://www.moreheadstate.edu
Mobile Website: http://www.moreheadstate.edu/mobile.aspx
Mark Jarvis, Senior Web Shared Services AdministratorOffice of Information Technology
April Hobbs Nutter, Web Marketing DirectorOffice of Communications & Marketing
Company Founded in 1998
Worldwide operations
Over 3,000 customers and
12,000 sites
Solutions Web content
management Marketing
optimization eCommerce Social business
Ektron at a Glance
Mobile Revolution slides
http://slideshare.net/ektron
Mobile First – Luke Wroblewski
http://www.lukew.com/ff/entry.asp?933
Why the “Web Versus Application” debate is Irrelevant
http://blogs.forrester.com/thomas_husson/11-05-03-
why_the_web_versus_application_debate_is_irrelevant
How Loading Time Affects Your Bottom Line
http://blog.kissmetrics.com/loading-time/
Resources
Continue the conversation at #mobilerevolution