leslie townsend communities - 2013
TRANSCRIPT
A Presenta*on from the NewMR Communi*es Event
15 February 2013
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Making Research Communi:es Mobile-‐Friendly: the Whys and How-‐Tos
Leslie Townsend Kinesis Survey Technologies
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communities Mobile-Friendly:
The Whys and How-Tos
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Mobile Research Communi*es Mobile-‐Friendly
The communica*on habits of consumers are changing.
• Already smartphones account for more than
half of all mobile phones in the U.S. and Europe, and will reach the global majority by the end of this year
• Social networking and gaming are :ed #1 as the
most popular mobile ac:vi:es
• Tablets are the fastest growing product category in the history of consumer electronics
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
The device preferences of research par*cipants are also changing.
• More than 30% of survey traffic on the Kinesis plaUorm comes from mobile devices
• Other research plaUorm providers have indicated their mobile traffic is anywhere between 10-‐20%
• Research community members, like all consumers, are increasingly demanding mobile-‐friendly solu:ons
Making Research Communi*es Mobile-‐Friendly
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
Step #1: Keep registra*on/profiler processes short and sweet.
• 8 data entry fields or fewer
• Limit usage of branding elements and graphics
• Test all registra:on sites and profilers thoroughly using a variety of mobile devices
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
Step #2: Collect the mobile phone number.
• It will be a CRITICAL data point in the near future
• Necessary for SMS, app usage, loca:on-‐based triggers and more
• Collect the :me zone as well, so mobile communica:ons are sent during appropriate :mes
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
Step #3: U*lize shorter surveys.
• Survey should take less than 5 minutes to complete
• When longer surveys cannot be avoided, offer appropriate incen:ves
• Include a progress bar
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
Step #4: Eliminate Flash.
• Adobe has stopped development of Flash for mobile, and has disabled new installs
• Instead of Flash, use device-‐agnos:c technologies like HTML, CSS and Javascript
• HTML5 is the future for the mobile web
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
What If Step #4 Is Not Possible Right Now?
• Add a no:fica:on informing members that your community website not mobile-‐compa:ble
• Begin prepara:ons to move away from Flash
• Do not DO NOTHING, or else your community members will feel like this…
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
Step #5: Leverage Social Media
• 98% of the U.S. online popula:on uses social media – talk about a great recruitment source!
• Globally more than half of Facebook and Twi?er users access via mobile phones
• Social media pages are “pre-‐mobilized” for your use
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
Quick & Easy Checklist:
Simplify registra*on & profilers Collect the mobile phone number U*lize shorter surveys Eliminate Flash Leverage social media
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
End-‐to-‐end mobiliza*on – how do you achieve it?
• Move your community to a device-‐agnos:c content management plaUorm (with device detec:on capabili:es) for easier development and maintenance
• Support the mobile experience from end-‐to-‐end; ALL commonly used community func:onality should be mobile-‐enabled
• Capitalize on the new community features that mobile enablement provides to increase engagement
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
Mobile requires the capture of addi*onal metadata and user seZngs.
• Device and browser type in use
• Separate legal opt-‐ins for SMS and loca:on-‐capture
• Time zone and ‘do not disturb’ parameters
• Acceptable invita:on and communica:on methods
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Making Research Communi*es Mobile-‐Friendly
Be ready for the research processes of tomorrow.
• Social media research
• Loca:on-‐based research
• Mobile research
• Integrated SoLoMo research
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Thank you Leslie Townsend
Kinesis President & Co-founder
Making Research Communi*es Mobile-‐Friendly
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Q & A
Ray Poynter Vision Cri:cal University
Leslie Townsend Kinesis Survey Technologies
Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013
Leslie Townsend
Visit the Kinesis website: h?p://kinesissurvey.com Read Kinesis blog @ h?p://kinesissurvey.com/blog/
Follow Kinesis tweets at @ h?p://twi?er.com/kinesis_survey
Email Leslie: [email protected]