you have great mobile content but nobody cares; strategies and tactics for mobile ready content...
DESCRIPTION
This session will explore the disconnects between content, design and marketing strategies that are pervasive across all our organizations. We will then discuss the successful strategies and tactics that connect your brand to your customer in positive and relevant ways.TRANSCRIPT
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You Have Great Mobile Content But Nobody Cares
Strategies and Tactics for Mobile Ready Content
Richard Banfield
CEO, Fresh Tilled Soil
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How do you create for an unknown future?
Source: Motorola
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How do you create for an unknown future?
=Source: Flurry
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How do you create for an unknown future?[insert scary statistic here]
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Teens claim to be spending 7.5 hours per day consuming media…
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How do you create for an unknown future?…and almost all of it on their smartphones!
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How do you create for an unknown future?
Here’s the first
disconnect
Source: Happy Cog
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How do you create for an unknown future?
Source: Guardian UK Newspaper Study
Here’s the second
disconnect
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How do you create for an unknown future?
There is no substitution effect
Big takeaway #1
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How do you create for an unknown future?This is going to get harder over time
Big takeaway #2
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How do you create for an unknown future?
“Make sure your content is better than your competitor’s.” - Neil Patel
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How do you create for an unknown future?
You have to know why humans think & actlike they do
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How do you create for an unknown future?
Let’s take a little journey back in time
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It all starts with biology
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How do you create for an unknown future?
What does biology have to do with mobile content?
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How do you create for an unknown future?
Let’s start with the brain
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How do you create for an unknown future?
The brain evolved, not to think or feel, but to control movement.
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“Movement is the only thing you have to affect the world around you” - Daniel Wolpert, Neuroscientist
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The side effect of being mobile is a brain
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Mobile is a state, not a technology
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How do you create for an unknown future?
Tech is playing catch up to the mobile state
Big takeaway #3
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How do you create for an unknown future?
Content needs to follow the human, not the other way around
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How do you create for an unknown future?
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How do you create for an unknown future?
Be where the humans are!
Big takeaway #4
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What else do we need to know about brains?
Source: Cyclix
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How do you create for an unknown future?
Brains are not very rational
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How do you create for an unknown future?
People are bad at comparing things in an absolute way
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How do you create for an unknown future?
People think in relative terms
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How do you create for an unknown future?Think like an irrational person
Big takeaway #5
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How do we connect the right content to the right channel?
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How do you create for an unknown future?
The Content
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How do you create for an unknown future?
The User Interface
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How do you create for an unknown
future?
The User Experience Source: Seven Harkey
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How do you create for an unknown future?
There’s a logic to each content channel
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How do you create for an unknown future?
Connect content with the right UI to get the right UX
Big takeaway #6
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How do you create for an unknown future?
The brain is wired for storytelling
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How do you create for an unknown future?
The 10 Commandments vs. Noah
14% 71%
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How do you create for an unknown future?
Content is a story. Choose the right story.
Big takeaway #7
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How do you create for an unknown future?
Allow your content to be your design.
Big takeaway #8
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How do you create for an unknown future?Make it a repeatable process.
Wrap it all together!
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How do you create for an unknown future?
Source: Adaptive Path
First Step:Empathize
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How do you create for an unknown future?
Source: MemoryLossOnline
The brain filters everything through the emotional centers first
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How do you create for an unknown future?
That means your content needs to be emotional too
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How do you create for an unknown future?
Next Step:Define
Source: craiggoebel.com
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How do you create for an unknown future?
Tell the story
Source: Disney
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How do you create for an unknown future?
Next Step:Ideate
Source: craiggoebel.com
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How do you create for an unknown future?
Next Step:Prototype
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How do you create for an unknown future?
Next Step:Test
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How do you create for an unknown future?
Empathize
Test Define
IdeatePrototype
Combine ingredients and mix thoroughly
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How do you create for an unknown future?Let me leave you with this…
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How do you create for an unknown future?
The human body and brain is your canvas