More Related Content Similar to Rauch delighting mobile customers with content for apps, videos, and a social media campaign (20) More from Marta Rauch (17) Rauch delighting mobile customers with content for apps, videos, and a social media campaign1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Delighting Mobile Customers
Content for Apps, Videos, and a Social Media Campaign
Marta Rauch
@martarauch
#LavaCon14
October 14, 2014 2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
2 3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Delight Mobile Customers
• Develop mobile app content
• Create a mobile video
• Run a social media campaign
• Get feedback
• Communicate wins 4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Listen for Your Top Takeaways
5. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Mobile Content
Oracle Confidential – Internal/Restricted/Highly Restricted
Delight mobile customers 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Adaptive Content is Key
•App store descriptions, EULAs
•Content embedded in the app
•Video script, captions
•YouTube video, channel descriptions
•Social media campaign
•Blogs, marketing posts
•Mobile-friendly library
Tip: Leverage your content across multiple channels 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
App Store Descriptions
Tip: Plan for app store content updates 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
End User License Agreements (EULAs)
Link to End User License Agreement 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
App Content
•All text on mobile screens
•Hints and tips in screens and fields
•Messages 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile In-Product Tour 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Tour
Learn key tasks while staying in the app 12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Tour
Quickly get up to speed on mobile features See through the tour to mobile screens for context 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Tour
Finish when you want, and come back to review at any time 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile-friendly Library
• Responsive-design using HTML5 and CSS3
• Easy to read on desktop, laptop, mobile devices
• Links to YouTube video and mobile playlists 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Design with Mobile in Mind
Looks great on desktops, laptops, and mobile devices Responds to:
• computer or mobile device
• screen size
• operating system
• portrait or landscape mode 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Encourage Engagement
• Add comments
• Provide ratings
• Recommend content
• Create collections
• Post to your social networks
• Use enhanced search 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Provide Mobile-Friendly Content
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Tip: Check content on multiple devices 18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Tips for Ruthless Editing
Ask:
•What is the primary purpose of this screen?
•Will users know how to interact with it within three seconds?
•Is the information too dense? What can be removed?
- Rachel Hinman, http://rachelhinman.com/ 19. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Mobile Video
Delight mobile customers 20. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Video Requirements
•iPad screencast
•Camtasia for PC
•YouTube
21. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Video Plan
•Reflector to get screencast from iPad to PC
•Camtasia to edit video and produce to YouTube
Tip: For mobile screencasts, use Reflector 22. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Video Process
1.Start Reflector on PC
2.Connect PC and iPad to wireless network
3.Connect iPad with Mirroring to PC
4.Record screencast with Camtasia
5.Edit and publish video to YouTube
Tip: Reflector comes with mobile skins 23. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Video
Mobile playlists on two YouTube channels
24. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Video
Highlighted in blogs and social networks
Shown at conferences and demos
Tip: Give your video URL and intro text to sales and marketing 25. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile Video
Top Pick on Frequency mobile video app
Tip: Do a Google search on your product to find 3rd party posts 26. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Run a Social Network Campaign
Delight mobile customers 27. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Social Network Posts
Leverage mobile content
Post about the app, app stores, videos, library, docs, marketing pages, blogs… LinkedIn
Twitter
Facebook
Google+
YouTube
28. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Twitter
Tip: Use shortened links, relevant hashtags 29. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Facebook
Tip: graphics invite engagement 30. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Google+
Tip: Google+ is great for SEO, and is integrated with YouTube 31. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
YouTube
Tip: Your Google+ posts display on YouTube, invite engagement 32. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Get Feedback
Delight mobile customers 33. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Get Feedback from Customers
•Customer Partner program
•Leads from marketing, sales
•Representative customers
•Mix of products, releases
•Quarterly webcasts
•Questionnaires
•Demo feedback
Tip: Start a customer partner program! 34. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
• Which mobile devices do you use?
• What type of help is most useful for mobile apps?
• Do you use tips embedded in mobile fields?
• What is your experience with in-product tours?
Feedback – Mobile Content 35. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
• Would you visit the library on a mobile device?
• What are your favorite features in the library?
Comments
Ratings, reviews, recommendations
Collections
Bookmarks
Related resources
Social network sharing
Feedback – Mobile Library 36. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
• What search terms do you use on YouTube or Google to find videos?
• What type of information do you look for in a video?
• What’s the best length for a product video?
Feedback – Videos 37. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
• Which social networks do you use?
• What information do you like to see in posts about our products?
Feedback –Social 38. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Positive Customer Feedback
Mobile content
“The mobile tour is great. It helps you get started, and has just the right amount of information.”
“The mobile content and library are useful.”
“I like being able to give feedback and add comments and reviews.” 39. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Positive Customer Feedback
Social networks
“I follow you on all of your social networks. I stay up-to-the-minute and get your RSS feed in my inbox.”
“I follow you on LinkedIn and Google+. LinkedIn is my favorite network and I check it daily.”
“I appreciate the great work you’re doing with social networks. The posts give me information in real-time to help customers upgrade.” 40. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Mobile video
“I like seeing the product in use with a live demo in the video.”
“Your YouTube channel is my go-to location for finding your videos.”
“I subscribe to your video channel and get notifications when new videos come out.”
Positive Customer Feedback 41. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Communicate Wins
Delight mobile customers 42. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Examples:
• Engagement
• Follower growth
• Page views
• Time on page
• Actions
• Downloads
• Interview feedback
Gather metrics 43. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Sources:
– Twitter
– Facebook
– Bitly
– Google+ and CircleCount
– YouTube
– Adobe Site Catalyst / Omniture
Analytics
Tip: Check out Twitter analytics! 44. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Sample Facebook page insights
Tip: Check out Facebook page insights 45. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Sample Bitly analytics
Tip: Customize your Bitly links! 46. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Sample YouTube analytics
Tip: Learn which mobile devices viewers use to watch your videos 47. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Share highlights to communicate wins
“The mobile tour is great. It helps you get started, and has just the right amount of information.”
“I appreciate the great work you’re doing with social networks. The posts give me information in real-time to help customers upgrade.”
“I like seeing the product in use with a live demo in the video. “ 48. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
• Develop mobile app content
• Create a mobile video
• Run a social media campaign
• Get feedback
• Communicate wins
Delight Mobile Customers 49. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Share a Top Takeaway
50. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
•Marta Rauch SlideShare, http://www.slideshare.net/MartaRauch/presentations
•Marta Rauch Pinterest boards: http://www.pinterest.com/martarauch/
•Developing User Assistance for Mobile Apps, by Joe Welinske
•The Language of Content Strategy (includes Marta’s topic), by Scott Abel and Rahel Bailie
•Managing Enterprise Content: A Unified Content Strategy, by Ann Rockley
•Content Strategy for Mobile, by Karen McGrane
•Responsive Web Design, Ethan Marcotte
•Oracle Application Express
•Twitter Analytics: https://analytics.twitter.com/
•Facebook Insights: https://www.facebook.com/business/news/pageinsights
•CircleCount Google+ analytics: http://www.circlecount.com/
•Guy Kawasaki, What the Plus Google+ guide, http://www.guykawasaki.com/what-the-plus/
•Guy Kawasaki, Enchantment, http://www.guykawasaki.com/enchantment/
Selected Resources 51. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
•@martarauch
•Marta Rauch
•+Marta Rauch
• Marta Rauch
• Marta Rauch
Connect with me!
Thank You! 52. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Marta Rauch is a senior principal information developer at Oracle, where she leads mobile, cloud, and REST API projects. She enjoys participating in design jams and developer challenges for beacons and the next generation of mobile, wearable technology. Marta advocates mobile usability, and provided UX and beta feedback for augmented reality mobile apps for iPad and Android. Google invited her to be one of the first Google Glass Explorers. A frequent presenter for conferences and webinars, Marta has published articles for IEEE, HCII, STC Intercom, and CIDM Best Practices. She contributed information to Developing User Assistance for Mobile Apps, by Joe Welinske, and her augmented reality topic appears in The Language of Content Strategy by Rahel Bailie and Scott Abel. An STC Associate Fellow, Marta has received 15 STC awards for individual and team projects at the regional and international level. She is VP of STC Silicon Valley and a member of the STC Nominating Committee. Marta holds a degree from Stanford University and a certificate from the University of California Extension.
About the Speaker @martarauch 53. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Safe Harbor Statement
The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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