From my recent talk at Power Tools for Nonprofits at NRG Park on behalf of Tendenci Open Source Membership Management Software
We’re at the Interactive Strategies Conference presented by Houston Interactive Marketing Association today taking in all of the goodness of this year’s topic: Marketing in a Multiscreen World!
This morning we watched Jeremiah Andrick (@jeremiah) on SoLoMo aka Social, Local, Mobile. Here are some of our favorite moments from that session!
SoLoMo is a Buzzword
SoLoMo is a buzzword that Jeremiah admits he doesn’t like to use, but the concept is a big one. What SoLoMo really means is the idea that the mobile device can increase and facilitate relationships with brands.
Every customer journey begins with a story – even if you’re just going to the grocery store, that is a journey. Fun fact: Most studies find that people are extremely loyal to their laundry detergent.
“Most of us are on a journey doing something” – Jeremiah Andrick
As web developers we don’t like to talk about it, but the browser tends to be a cold experience. Mobile is more personal, in the moment. That’s what SoLoMo is about.
What Multi Screen Means
Time Inc. found that “digital natives” under 30 years old switch devices (i.e. from phone to tablet to computer) 27 times per hour. That’s once every 2 minutes. For adults age 35-55, they’re switching 15 times per hour.
It’s important to understand not just who you audience is, but how they use technology as well.
For instance, Chrome saves browser history across multiple platforms so if you pick up your phone, it remembers your history from surfing your PC.
And Jeremiah played the latest Chrome commercial that tells a fantastic story of a kid using his Samsung tablet to solve a problem:
Know Your Audience
Jeremiah uses a lot of Luxury brands as examples of what not to do. Luxury brands tend to fall into the trap of thinking that because their product is exclusive they don’t need to allow consumers to buy products or even view their catalog online.
This is an issue, because 89% of women use their phone while they’re shopping. So these brands are missing out on a huge opportunity by making their products not accessible.
SoLoMo has different context within different industries. Jeremiah shared this great graph of different types of products and what is happening online with them – whether consumers are interacting with them Online Purchase or Digital Engagement.
(click to view this photo larger in a new tab)
Mobile Matters – People Buy from Mobile Optimized Sites
Jeremiah shared stats from a recent Google Shopper Study on how much a mobile optimized site impacts your potential customers:
- 67% of people are more likely to buy when a mobile site works.
- 61% of people will leave if the site is unfriendly.
#SoLoMo Advice – Top 3 Takeaways!
- Listen Before you Build – Stay away from trends, try to find what will stick around.
- Metrics > Hypothesis > Experiment > Act
- This tends to be harder in an agency because clients want fast results
- Start with education on why it’s important
- Remember what Lord Kelvin said – “If we can’t measure it, we can’t improve it”
- At the End of the Day, It’s About Customer Centricity!
- Think accessibility
- Foster long term relationships
- Give them the opportunity to participate
Jeremiah will be posting his slides and more resources on his website (probably later today) at Jeremiahandrick.com/hima-is13
Thanks Jeremiah for a fantastic presentation!
Update 10/3/2013: Slides Posted!
Jeremiah posted his slides and notes on his website at jeremiahandrick.com/hima-is13
We’ve also embedded the slides here!
These days we Schipulites are spending a lot of time talking about, reading about, and developing for the Mobile Web. There is an immense amount of Mobile data out there (88 million Google Results for Responsive Design alone) and it can be difficult to track down the most up to date and useful resources.
We wanted to help by sharing some of our favorite mobile resources that we have been using and sharing in 2013!
13 Mobile Resources for 2013:
1. The Mobile Playbook from Google – themobileplaybook.com
The Busy Executive’s Guide to Winning at Mobile. Lots of great stats directly from Google and an easy to use interface.
This report is from way back in 2011, but it includes some really fantastic basics that still apply for determining your options to implement a mobile website – and the pros and cons of each strategy.
This 2013 list compiled by HostGator boils down some of the major trends in Mobile Web usage in 2013 – including the trend analysts have been pointing to for years that Mobile Web Traffic will eclipse Desktop Web Traffic as soon as 2014 – and what to do about it!
Great tips for mobile design success – including techniques like Mobile First Design and tips for getting your web app used more.
Case Studies that introduce data on before and after implementing Responsive Design. Also, be sure to check out our Tendenci case study on Responsive Design.
Reports and Resources on Mobile SEO
6. Search Engine Land Report: Having Mobile Optimized Content Highly Correlates with more Mobile Search Engine Traffic
7. SEO Moz presentation on Mobile SEO: Good Practices to Maximize Your Mobile SEO
Posted on the Google Webmaster Tools Blog just last week (June 11, 2013)
Tools for Designing and Developing Responsive Design
9. Responsinator for Demoing Responsive Design Sites
10. Browser Stack helps you test different devices and browsers all at once
11. Responsive Resources – A huge collection of 200+ resources for designing and developing Responsive Design websites.
This exhaustive list is broken down into categories like Strategy, Design Tools, Inspiration, etc. It’s a lot to dig through – check out Mashable’s showcase of their top 10 from the List here
Mobile and Tablet Usage and Demographic Stats
12. Flurry publishes great Mobile Usage Statistics on their blog.
My favorite article is from late last year titled: The Truth About Cats and Dogs: Smartphone vs Tablet Usage Statistics. It contains these fantastic visualizations of mobile usage stats:
Mobile vs Tablet vs TV Device Usage by Hour
Mobile vs. Tablet Usage by Age Demographic
13. Pew Research June 2013 Study on Gadget Usage (Mobile, Smartphone, Tablet)
Pew provides up to date data on Mobile usage, including Mobile Usage by Demographics, and activity data on how Americans use their smart phones:
What Mobile Resources do you use that we left out? Share in the comments!