"Social Media: Is It Worth It?" ACU panel Mobilize Your Website PREPARED BY: Alan Hathaway, President R. Scott Blamey, Director of Development David Williams, Account Executive

Agenda I.What is Mobile Web? II.Statistics III.5 Reasons to Create a Mobile Website IV.5 Steps to Get Started ACU: Mobilize Your Website

WHAT IS MOBILE WEB? ACU: Mobilize Your Website

Old-School: Desktop Web ACU: Mobilize Your Website

Desktop Web on a Mobile Device ACU: Mobilize Your Website

New-School: Mobile Web When people are on their desktop, they are in research mode. But when they are on their mobile device, they just want to ask one thing and get an answer. –MobileMarketer.com, 2011 Mobile is unique because it is both a channel and a connective tissue. The metaphor of a funnel has been replaced by a non-linear, non-sequential path to purchase. Only mobile can shepherd consumers through this new labyrinth to conversion. –Paul Gelb, vice president and mobile practice lead at Razorfish, New York. ACU: Mobilize Your Website

Mobile Web on a Mobile Device ACU: Mobilize Your Website

New Capabilities GPS –location awareness Instant Dialing –e.g. from web page Camera –QR code readers –UPC readers ACU: Mobilize Your Website

STATISTICS ACU: Mobilize Your Website

Why So Many Mobile Devices? Improved mobile networks (+3G, 4G) Lower cost of mobile data Improved application and mobile web usability ACU: Mobilize Your Website

Proliferation Over 300 million Americans own a mobile device 26.6% of U.S. households are mobile-only 85% of handsets sold in 2010 included a mobile browser 10.3 million tablet users in 2010 –82.1 million expected by % of kids own a phone Apple has sold almost 60 million iPhones world wide Over 160,000 Android phones are activated per day ACU: Mobilize Your Website

Usage 83 million people use mobile web 82% have used their mobile phones in a store 55% in a doctors office or hospital 17% during a movie at the theater 14% while flying on a plane 7% during church service 17% of mobile users have shown a clerk in a store a picture of a product on their mobile phone, saying in effect, I want this please 45% check their mobile devices first thing in the morning ACU: Mobilize Your Website

Trends Mobile web content growth is far outpacing desktop web content growth –2008: 150,000 mobile-ready websites –2010: 3.01million mobile-ready websites Most websites mobile traffic grew by % in 2010 Smart phones now outsell PCs More mobile users than web users expected by % of total ecommerce sales will come from mobile by 2014 ACU: Mobilize Your Website

Local Trends Mobile Visits as a Percentage of Total Visits June 2010 vs. June 2011 ACU: Mobilize Your Website

Most Popular Platforms as a percentage of U.S. sales March-May 2011 ACU: Mobilize Your Website *As much as 50% of mobile browsing takes place on iPhones Browsers Opera Firefox Safari

CREATE A MOBILE WEBSITE 5 Reasons to ACU: Mobilize Your Website

1. Your Website Looks Bad and Functions Poorly on Mobile Full websites are difficult to navigate, hard to view, and require significant scrolling; some simply dont work in a mobile browser Flash and video content render unreliably or not at all on mobile platforms Poor user experience hurts customer satisfaction and quickly eliminates potential leads ACU: Mobilize Your Website

2. Reach More Customers 83 million mobile web users Smartphone web browsing is growing so rapidly that it will exceed desktop web browsing in 2014! People no longer wait for access to a desktop computer ACU: Mobilize Your Website

3. Stay Ahead of Your Competitors If you dont, they will! Mobile searches for mobile sites –Mobile search is still in its infancy –Relatively small indices = significantly fewer sites to compete with –Easier to rank high ACU: Mobilize Your Website

4. 43 Million People Check Daily via Mobile When your customers click on a link to your website from a mobile client, will it be visible, accessible, and optimized? If you have your customers attention in their inbox, catch them in the moment and allow them to tap your links in their inbox and immediately see your mobile- optimized website ACU: Mobilize Your Website

5. Customer Satisfaction Significantly increase your audience loyalty by being available wherever and whenever they want to access your site If you dont have a mobile website, your customers can only view your website when they are sitting down –How much of your day are you on your feet or on the move? Up to 50% of users may never return to a website if it offers a poor mobile experience (according to Gartner) ACU: Mobilize Your Website

4 More Reasons to Create a Mobile Site 1.More Sales 1.People are buying via their phones, but only if the experience is pleasant and efficient 2.Too slow? Too difficult? Theyll go elsewhere, but they sure arent going to wait until they get home. 2.Mobile sites create the perception of a reputable and trusted business 3.Improve communication interaction between your business and your customers with content that has a specific call to action 4.Give customers a direct dial link into your business for support from their mobile phone ACU: Mobilize Your Website

GET STARTED 5 Steps to ACU: Mobilize Your Website

1. Know Your Audience Who currently uses my website? How can I get to know them better? Why would someone access my website while on the go? ACU: Mobilize Your Website

1. Know Your Audience In general, why do people access the mobile web? –Get contact information or address –Comparison shop –Share purchases with others –Access calendars/event information –Catch up on news, info, entertainment –Find facts fast ACU: Mobilize Your Website

2. Determine Your Focus Use most visited pages as a starting point Set clear metrics for success Think billboard, not magazine –Call to action is streamlined –Minimize marketing messages per page ACU: Mobilize Your Website

3. Develop Site Map Determine most relevant info/pages –View stats/analytics –Ask users –Think ACU: Mobilize Your Website

3. Develop Site Map Think about ease of navigation –Split content into multiple pages –Consider having navigation only pages –Place most relevant or most used pages/information first ACU: Mobilize Your Website

3. Develop Site Map Modification not duplication –You dont need everything from your full site on your mobile site –You might put content on your mobile site that you dont have on your full site ACU: Mobilize Your Website

4. Design Considerations ACU: Mobilize Your Website Think thin Think tall Think slow Think rule of thumb Think differently

4. Design Considerations Most important information first/top –Use bottom for links to other stuff ACU: Mobilize Your Website

4. Design Considerations ACU: Mobilize Your Website Reduce multi-column layouts to single columns

4. Design Considerations ACU: Mobilize Your Website Remove unnecessary images

4. Design Considerations ACU: Mobilize Your Website We navigate with thumbs, not mice! The rule of thumb

4. Design Considerations ACU: Mobilize Your Website Avoid Flash or 1/3 of mobile viewers will see:

4. Design Considerations ACU: Mobilize Your Website Link from mobile site to full site

4. Design Considerations ACU: Mobilize Your Website Simplify navigation links (when appropriate)

4. Design Considerations ACU: Mobilize Your Website Leverage mobile specific capabilities

5. Content Words –Cut and cut some more; be clear, concise – words per page –Make text actionable and scanable –Organize information in lists Images –Use only contextually relevant images –Consider graphics for navigation –Icons can effectively organize information –Keep page weight to 20 kb maximum ACU: Mobilize Your Website

Resources How To Build A Mobile Website – Apple Leads Smartphone Race, while Android Attracts Most Recent Customers – recent-customers/ A Comprehensive Website Planning Guide – Mobile-friendly Web content explodes as number of mobile sites exceeds 3M – Apple's Smartphone Market Share Grows As Android Stalls Out – Defer Secondary Content When Writing for Mobile Users – ACU: Mobilize Your Website