1. "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

2. 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

3. WHAT IS MOBILE WEB? ACU: Mobilize Your Website

4. Old-School: Desktop Web ACU: Mobilize Your Website

5. Desktop Web on a Mobile Device ACU: Mobilize Your Website

6. 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 The metaphor of a funnel has been replaced by a non-linear, non-sequential path to purchase.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

7. Mobile Web on a Mobile Device ACU: Mobilize Your Website

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

9. STATISTICS ACU: Mobilize Your Website

10. 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

11. 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 2015 85% 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

12. 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

13. 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 50-100% in 2010 Smart phones now outsell PCs More mobile users than web users expected by 2014 8% of total ecommerce sales will come from mobile by 2014 ACU: Mobilize Your Website

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

15. 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

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

17. 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

18. 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

19. 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

20. 4. 43 Million People Check E-mail Daily via Mobile When your customers click on a link to your website from a mobile e-mail 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

21. 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

22. 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

23. GET STARTED 5 Steps to ACU: Mobilize Your Website

24. 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

25. 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

26. 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

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

28. 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

29. 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

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

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

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

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

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

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

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

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

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

39. 5. Content Words –Cut and cut some more; be clear, concise –300-500 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

40. Resources How To Build A Mobile Website –http://www.smashingmagazine.com/2010/11/03/how-to-build-a-mobile-website/ Apple Leads Smartphone Race, while Android Attracts Most Recent Customers –http://blog.nielsen.com/nielsenwire/online_mobile/apple-leads-smartphone-race-while-android-attracts-most- recent-customers/ A Comprehensive Website Planning Guide –http://www.smashingmagazine.com/2011/06/09/a-comprehensive-website-planning-guide/ Mobile-friendly Web content explodes as number of mobile sites exceeds 3M –http://www.mobilemarketer.com/cms/news/research/8216.html Apple's Smartphone Market Share Grows As Android Stalls Out –http://www.fastcompany.com/1764325/whos-driving-increasing-smartphone-sales-in-the-us-hint-not-googlehttp://www.fastcompany.com/1764325/whos-driving-increasing-smartphone-sales-in-the-us-hint-not-google Defer Secondary Content When Writing for Mobile Users –http://www.useit.com/alertbox/mobile-content.htmlhttp://www.useit.com/alertbox/mobile-content.html ACU: Mobilize Your Website