Mobile Content Discoverability
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The document discusses strategies for marketing mobile content beyond app stores. It notes limitations of app stores for discovery and proposes using SMS, email, social networks, banners and augmented reality. Principles for marketing include ensuring the URL works across contexts, integrating apps, web and SMS, reducing barriers to content, and leveraging social features. Banners should match the brand and drive high click-through rates. The presenter is introduced as an expert in mobile user experience design.
![Beyond app stores
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Below the content are a set of links visible Send us your comments
on all maximized portlets. The links available Use metric units
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Mobile Content Discoverability
- 1. Discoverability Marketing your mobile content Prepared for Social Media Club of KC by Little Springs Design 22 June 2010
- 2. You have mobile content... Now what? 2
- 3. Who am I? Mobile UX 3
- 4. Barbara Ballard In the beginning • Phones • Web • Services • <brands> 4
- 5. Barbara Ballard More recently • Little Springs Design • Designing the Mobile User Experience • Design For Mobile http:// www.design4mobile.com • <brands> 5
- 6. Barbara Ballard Mobile web 7:19 PM 1 http://www.weather.com 2 168x28 6:1 Med Ad Unit 3 216x36 6:1 Large Ad Unit 4 5 168x28 6:1 Med Ad Unit 216x36 ©1995-2008 Interactive, Inc. 6:1 Large Ad Unit ©1995-2008 Interactive, Inc. 6
- 7. Discoverability Are app stores enough? 7
- 8. App stores as discovery App stores! • Easy to get in • Revenue sharing • “Open” • Discoverable 8
- 9. App stores as discovery App stores? • Easy to get in (maybe) • Revenue sharing (smaller) • “Open” –(not really) • Discoverable (for a while) 9
- 10. App stores as discovery Walled garden 10
- 11. App stores as discovery Gates in the garden wall 11
- 13. Beyond app stores App stores • 200,000 apps • Dozens of stores • Not social • Have to be searching • Weak recommendation engines 13
- 14. Beyond app stores Discovery engines • Recommendation engines • Social, somewhat • Passive and active discovery 14
- 15. Beyond app stores Onto the wall 15 Joe Pemberton
- 16. Beyond app stores Onto the table Samantha Herdman 16
- 17. Beyond app stores Onto the building? 17
- 18. Beyond app stores Onto the street Augmented reality 18
- 19. Beyond app stores Into the inbox MVDI Thwapr Detailed Design Document August 5, 2008 Vers • Contact list is a B Uploading Video > i Interface Design Details social network B2 Email confirmation and hints Personalize • Make forwarding Sender The sending name Show the actual filename uploaded, and other details to wapr work should reflect the brand, and be helpful and informative. Design Document Detailed August 5, 2008 Version 080508 help add value to th message and make the customer feel From: success@thwapr.com engaged. Responses should Received: 11:15am April 26, 2008 redirect to the eceive & View > ii Interface Design Details customer care Thwapr Success! address. Or It was sent to w clip Text Message From Thwapr A2 Video You have successfully uploaded cat-in-box.wmv! Thwapr.·°Funny cat Check in with eived From: Thwapr Pre-emptive self- help Use the branded name summary Your friends won’t be able to see it yet. Choose who of the service as the http://www.thw MS) Provide personalized page to Thwap here http://www.thwapr.com/useraction?rcv=22122345 sender whenever it or by going to thwapr.mobi on your L Funny cat can replace a number. H1 mobile phone. or by going to Data phone. to seelo The A Thwapr video haslinks for the user to been sent get to specific, Kitties date l e to you from Alisonrelevant features of Hoober Title S are d f the Thwapr Tip: You can title is usedin one step. Just set up a The video Thwap playing Thwapr is now (816 210 0468) the service. Base witho the phone group of friends you share with frequently, then upload as the page title. around. http://www.sho these off the actions y have just performed, and videos for them to groupname.yourname@thwapr.com. Music Called with the http://thwapr.mobi/v1ef8c4s C3 "Sister Jack" current conditions. Image ould be Thanks for using Thwapr. Share your moments. by Spoon. s the First frame of video is more rty. Link used as a thumbnail. The link must contain S Aswayze 4/11/07 1:37 Tips and new info r brand a commonly-known General tips (not epeated, branded website, and Description S 1 Preview video A3 related to the curre from the shortest practical First 50 characters of 2 Play complete video task, covered abov description is floated A5 ed or was unique identifier. 3 Comments or information on ne . Options Back to right of image; on A4 features or releases screens smaller than 5 Share with others C4 should be19 placed 240 wide, appears below. This may be under screen. 7 Add to favorites 7 Remove from generalized, as with the address shown
- 20. Beyond app stores The Weather Channel Mobile Web 3.0 Concept of Design Document S Out of the app A Architecture & Design > v Maximized Page 1 Wrapper elements The wrapper is the set of elements that surround the content on a set of pages. It is not precisely the template, but items • Share this, like that are reusable from page to page. Weather.com 66202 this, Tweet this, home is consistent onbranding The masthead after the page, and has all pages Section > Page Title 168x28 and the current location as a field the user text this, emailselect. This does not get knownon can entry unless the page has no focus 6:1 Med Ad Unit this,... location. Page content... If titles are short enough to support it, add ...page content the section title to the page. Sections will show only the one title. This is not a • Apps and web clickable breadcrumb. Send this page to a friend 0 Weather.com Home Advertising is slightly larger than currently * Add this page to Home * Remove used, and aligned to the right to clarify that it is not the same as the core (left- # Up to [Section] aligned) content. Help Settings Below the content are a set of links visible Send us your comments on all maximized portlets. The links available Use metric units on administrative pages are not the same. Ver en español Each of these will be preceeded with an 168x28 icon, and a label for the accesskey, if 6:1 Med Ad Unit available. Actions should be included when ©1995-2008 The Weather Channel the link is not clear, or if it acts as a switch Interactive, Inc. to the current page. Left Right The category list, or a sitemap, is not visible on each page. 20
- 21. Beyond app stores Oh yeah. Banners. • Better click-through rate than desktop • Match your ad network to your brand 21
- 22. Beyond app stores Principles • The URL works (no • Apps support social & matter the context) physical • Web supports apps • Reduce barriers to content • SMS supports web • Social works with Web & SMS 22
- 23. You have mobile content... Market it 23
- 24. Barbara Ballard Little Springs Design 1901 Massachusetts, Suite B Lawrence, Kansas 66046 United States www.littlespringsdesign.com www.design4mobile.com barbara@littlespringsdesign.com @barbaraballard www.linkedin.com/in/barbaraballard +1 785 . 838 . 3003 24