"Mobile Strategies" presentation at AABP's Summer Conference, June 25/26, 2010, in Indianapolis
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The document discusses strategies for mobile delivery of content. It covers Modern Healthcare's transition from print to digital delivery and strategies for optimizing content across different devices and platforms like mobile phones, e-readers and tablets. Key points include the growth of mobile users, developing a consistent content strategy for all platforms, using analytics to understand user needs and priorities, and creating content in a flexible format.
![iP Apps
"I wouldn't run headlong into apps.
.... It's like having a child. It
requires constant effort. Build a
better mobile website. You don't
have to build for certain platforms.
…180k [apps] in iTunes store.
140k don't know what they got
themselves into."
- Dave @ Mojiva.com
Gonzo Schexnayder / Modern Healthcare / Crain Communications](https://image.slidesharecdn.com/mh-mobile-strategies-final-121119141725-phpapp02/85/Mobile-Strategies-presentation-at-AABP-s-Summer-Conference-June-25-26-2010-in-Indianapolis-33-320.jpg)
"Mobile Strategies" presentation at AABP's Summer Conference, June 25/26, 2010, in Indianapolis
- 1. Mobile Strategies This is a test slide. There’s really nothing to see here. Please enjoy a pleasant conversation about the weather in Indianapolis with the nice person next to you. Remember, don’t think of an elephant. Thank you.
- 2. Mobile Strategies Modern Healthcare’s digital delivery methodology
- 3. The Way We Were Content Print Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 4. The Other Container Content Print Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 5. Containers Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 6. Systems Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 7. Devices Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 8. Tomorrow Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 9. Day After Tomorrow Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 10. Choices Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 11. Who Moved My Cheese “The longer users use the web, the greater the acceleration of the disruption they create.” - “The Evolving User Paradigm,” Terry Heaton, AR&D, Thepomoblog.com, June 19, 2010 “An anthropological introducton to YouTube” - Michael Wesch Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 12. Confusion “…the Google” “Is our publishers “…the internets” learning?” Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 13. AP Research Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 14. Ethnography Spring 2007 Six cities 18 Diaries Home visits Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 15. Insights Depth Design new ways to see the news and new ways to find it. News Fatigue and Balance Make deep, relevant stories more accessible, reduce duplication and bring closure. Social Currency Continuously fine-tune the process to make the news valuable to new readers. Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 16. Deer with Guns “The deer now have guns. What do you do when the deer have guns? Get into the ammunition business.” - Gordon Borrell, Borrell Associates Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 17. New Model for News June 2008 Many Entry Points Connect the News “1-2-3 Filing” Alert, Story, Depth Not your father’s inverted pyramid Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 18. Model for Communication Summer 2009 24 Ads are Good “0-1-2-3-4” 0 = Social 4 = Promise Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 19. AP 2.0 Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 20. Modern Healthcare 1976 70,000 C-Suite 30 24 in ‘09 Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 21. ModernHealthcare.com 1998 246k / 75k 511k / 140k No big changes More paywall Better navigation Better linking Better SEO Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 22. A Little Help Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 23. MH Content Growth Print & Web plus Video Digital Editions Webinars Social Networks Kindle Mobile Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 24. Focus “Why are we wetting ourselves over a million iPads when there are 140 million web-enabled phones out there.” - Prescott Shibles, CEO, Vital Business Media, “Revenue Drivers for 2010,” ABM NY Regional Program Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 25. Motivators Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 26. MH Mobile 9/09: 600 Web-only News Auto-detect Web registration Print, Newsmakers 5/10: 2600 iPhone: 2200 Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 27. Mobile Strategy Mobile Strategy = Strategy CMS Clean RSS SEO Device Agnostic Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 28. Social Media Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 29. Kindle 2 Model-T 2 Million 700 30/70 RSS Feed Weekly Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 30. Why Kindle Brand Extension Loyal Audience Supplemental Subs Free Wireless Single Function $189 on 6/21 Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 31. E-Readers 40+ ePub 6.6 $99 Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 32. iPad Transformative iKid 3 Million iPads Non-proprietary Safari 100 Million iOS B2C vs. B2B Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 33. iP Apps "I wouldn't run headlong into apps. .... It's like having a child. It requires constant effort. Build a better mobile website. You don't have to build for certain platforms. …180k [apps] in iTunes store. 140k don't know what they got themselves into." - Dave @ Mojiva.com Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 34. What do my readers want? Analytics VOC Surveys Research Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 35. The Way We ARE It’s what we do Content It’s our USP It’s what readers want …everywhere …including in print. Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 36. Going Forward Content BFF Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 37. Container Agnostic “We need to create it in a way and edit it in a way that we can pump it out to the people who can consume it in a way that makes sense and where we don’t have to do it differently for each different device.” - Daniel Bernard, Chief Product Officer, WSJ, June 17, 2010 interview in BtoB Gonzo Schexnayder / Modern Healthcare / Crain Communications
- 38. Thank you Contact Gonzo Schexnayder Online General Manager Modern Healthcare 312-649-5421 gschexnayder@modernhealthcare.com AP’s Ethnography Study http://www.ap.org/newmodel.pdf http://www.NewCommunicationModel.org/ Gonzo Schexnayder / Modern Healthcare / Crain Communications