1. Understanding & Building
Mobile Engagement
Cameron Corda, Director of Production
Blaise Nutter, Senior Strategist
© 2012 Blue State Digital | Proprietary and Confidential 1

2. Introduction to Mobile
© 2012 Blue State Digital | Proprietary and Confidential 2

3. Introduction to Mobile: Worldwide
There are over
5.9 billion
mobile
subscribers.
© 2012 Blue State Digital.com | Proprietary and Confidential 3

4. Introduction to Mobile: Nationwide
44% of mobile
subscribers 25% a
ccess
have a web s the
olely b
sm artphone. cell ph
one.
y
© 2012 Blue State Digital.com | Proprietary and Confidential 4

5. Introduction to Mobile: Universe-wide
a few years from now “almost
everyone at Facebook will focus
exclusively on mobile.”
© 2012 Blue State Digital.com | Proprietary and Confidential 5

6. What We’ve Seen at BSD
© 2012 Blue State Digital | Proprietary and Confidential 6

7. Introduction to Mobile: BSD
On average, nearly 13% of traffic from mobile devices
4.96% 15.88%
© 2012 Blue State Digital.com | Proprietary and Confidential 7

8. Introduction to Mobile: BSD
High-profile moments DRIVE mobile traffic
12.5% mobile ( +11%) 20.5% mobile ( +120%)
© 2012 Blue State Digital.com | Proprietary and Confidential 8

9. Introduction to Mobile: BSD
However, mobile users currently underperform:
higher bounce rate
fewer visits to conversion pages
fewer conversions
© 2012 Blue State Digital.com | Proprietary and Confidential 9

10. How are we planning for
the mobile future?
© 2012 Blue State Digital | Proprietary and Confidential 10

11. Building for Mobile
© 2012 Blue State Digital | Proprietary and Confidential 11

12. How do we design for
mobile experience?
© 2012 Blue State Digital | Proprietary and Confidential 12

13. Basics of Mobile Web
server
on ith
e wme
phnding
I’m a se
Minny screen? nd
d a
a ti blah.com.
b rowser
Whateve
r. Here’s
and GIAN some GIA
T GRID th Ok.o pro’bleoFILES
N He e s sNT
to render at’llWure
tis yatlly be
m. e
nh fi ’s s o a
m
. I pray yo e y nra pain
u
u ri i e i
de’ve onk
mobcle lgrw
Godspee e?ifi.
id.
d.
mobile device
© 2012 Blue State Digital.com | Proprietary and Confidential 13

14. Mobile Apps: BSD’s Position
•Few need mobile apps
•Too expensive, too time consuming
•Web apps should be fine for most, if not all
•But a mobile app worked well here
© 2012 Blue State Digital.com | Proprietary and Confidential 14

15. Building for Mobile: m.domain.com
yelp.com m.yelp.com
© 2012 Blue State Digital.com | Proprietary and Confidential 15

16. Building for Mobile: m.domain.com
Wha
t am
miss I
ing?
ain ing
Maint
os ites
tw
blo ws.
mobile user mobile web admin
© 2012 Blue State Digital.com | Proprietary and Confidential 16

17. Building for Mobile: What Matters?
Survey: What is the most common problem you’ve
encountered accessing websites or applications on your
mobile phone?
“Slow to load” (38%)
“Crashed/froze received an error” (18%)
“Formatting made it difficult to read and use” (15%)
Speed matters more than aesthetics.
© 2012 Blue State Digital | Proprietary and Confidential 17

18. Mobile Optimization
© 2012 Blue State Digital | Proprietary and Confidential 18

19. Building for Mobile: Optimization
Creating a good mobile experience:
File size and load times should be small.
UX & IA are crucial for good mobile
experience.
The number of clicks should be limited.
© 2012 Blue State Digital.com | Proprietary and Confidential 19

20. Building for Mobile: Optimization
Creating a good mobile experience:
Minimize requests
Optimize images
Use a CDN
Google Page Speed can help identify areas
to improve
© 2012 Blue State Digital.com | Proprietary and Confidential 20

21. Building for Mobile: Optimization
The bare minimum = renders well but not mobile optimized.
<input type=”tel” />
No Flash Quicker downloads Testing Detailed coding
© 2012 Blue State Digital.com | Proprietary and Confidential 21

22. Responsive Design
© 2012 Blue State Digital | Proprietary and Confidential 22

23. Building for Mobile: Responsive Design
© 2012 Blue State Digital.com | Proprietary and Confidential 23

24. Building for Mobile: Responsive Design
Increased planning, documentation, design, and implementation.
© 2012 Blue State Digital.com | Proprietary and Confidential 24

25. Building for Mobile: Responsive Design
While the costs are not minimal, the benefits are clear:
•Reach mobile audience
•Maintain one site
•“Future proofs” the design and functionality
© 2012 Blue State Digital.com | Proprietary and Confidential 25

26. BSD’s Approach
© 2012 Blue State Digital | Proprietary and Confidential 26

27. BSD’s Approach:
Mobile-Friendly Emails & Donation Forms
© 2012 Blue State Digital.com | Proprietary and Confidential 27

28. BSD’s Approach: One-Click Donate
Uses saved transactions and
opt-in sign-up.
Makes mobile emails and
SMS texts much more likely to
convert.
Speaking of SMS...
© 2012 Blue State Digital.com | Proprietary and Confidential 28

29. SMS - The Next Generation
© 2012 Blue State Digital | Proprietary and Confidential 29

30. SMS is a fantastic
complement to other
channels.
© 2012 Blue State Digital | Proprietary and Confidential 30

31. SMS: Mobile Strategy
Text to Give is great for large volume campaigns. Too
expensive otherwise.
Use text alerts sparingly or only with your most
committed supporters.
We’ve found success pairing text alerts with our new
Quick Donate feature.
© 2012 Blue State Digital.com | Proprietary and Confidential 31

32. Three things to leave you with:
It’s a multi-device world. It’s not going away.
Focus your efforts. Make your action pages fast, make sure
they work … then think about responsive design, apps.
Every communication should be oriented to action, no matter
what device receives it.
© 2012 Blue State Digital | Proprietary and Confidential 32

33. Questions?
© 2012 Blue State Digital | Proprietary and Confidential 33