Should I Go Mobile Q&A

In case you missed the AIIM Social Business conference, here is the Q&A from my session, “Should I Go Mobile? Am I cool enough?”

Question:  I see that you have outlined the 3 kinds of users that Google and others have identified, and those make sense.  But are there any other or alternate types of users?

Answer: Yes. MRM Worldwide – a German Organization has identified 4 user types in their studies of european users.  These are:

  • The Rookie – low & basic usage.  Most are over 45 years old. They might say, “The internet is in here? Neat!”
  • The Rationalist – regular but limited tactical usage.  Most are 25 to 45 years old. They might say, “Hey a coupon!”
  • The Everyday – regular usage but prefers the desktop for web access.  55% are UNDER 34 years old. They might say, “Hold On, I’ll look it up on my phone”
  • The Restless – regular, strategic & tactical usage.  70% are UNDER 34 years old. They might say, “PC, What’s that?”

Their report can be found at

Question: There are so many optons for mobile, where would you start?

Answer: Start simple and don’t be afraid. If you really have no idea of where to start, start with what you have.  All of you have a public facing website.  What is the page that gets the most hits – EXCEPT THE HOME PAGE?  Create a one page site with that information sized for a mobile browser in portrait layout (most iPhones and Androids).  Put very basic navigation in place to search or download related brochures, whitepapers or presentations for offline reading.  Don’t forget to list a call to action that can be activated from the phone – CALL US For More(click to call), EMAIL US To Schedule A Review – click to email.  This works well for B2C and B2E.

Question: What do you think is the best use for QR codes?

Answer: I’ve seen many good and even more bad uses.  But the best B2B uses I’ve seen generally fall into one category  – “how do I do ______________” Your field marketing team asks, “how do I set up this trade show booth?” Put a QR code sticker linked to the assembly instructions document managed by your content management system on the inside of the shipping container.  Do you OEM hardware? Your customers probably ask themselves, “how do I hook this up – configure it or order a replacement part?”  So Stick a QR code sticker to the underside or back of your hardware and make it link to a mobile optimized “order a replacement, configuration or set up” page.

From a B2C category the best ones I’ve seen fall into one category: Helping the user finalize the transaction.  This often means delivering a coupon, some additional value-based information that tips the scale in favor of a purchase decision.  These are things like supplemental information on a product label (persuasion), a point of sale coupon (value), a QR downloadable room-service menu for a hotel with your room programmed in that lets you order while youre on your way back to your room so that a meal is ready for you (convenience).

The goal is to deliver information of value to the immediate situation.  To do that most effectively, you have to understand and anticipate those customer situations. That is why marketing and usage metrics are so very important.  Otherwise you’re shooting in the dark.

Queston 4. How does social media tie in to mobile?

Answer: According to Sociallogic, 91%  of mobile internet access is social.  Social means reading and posting ratings and reviews, telling others about it via twitter, facebook, google + and on social media tools inside the organization like jive and yammer.  So when you’re putting your mobile strategy together you *MUST* expect your users to desire to share your information, rate it, and read what others have said.  So power that up with simple sharing and rating icons.  From a marketing perspective, sites (mobile or otherwise) with a “tweet this” button enjoyed a 7X multiplier in twitter mentions than sites without that enablement – this according to a BrightEdge Research project from August of this year.   Any mobile site that is customer or partner facing really cannot afford to miss this.  Your CMO would have your head.

Question: Does all this mean that traditional ECM is dying?

Answer: Not at all.  But it *IS* changing in some fairly dramatic ways.  The driving force behind this change is giving just in time service to end users.  So if the users need peer to peer file sharing – they used to use email.  Now they’re using cloud services like and dropbox that they can access from their desktop, mobile phone, tablet or someone elses computer.  If users need content to be available to many different applications, websites and portals, they’re turing to systems like Oracle and IBM where the ECM is powerful but designed for the back end – something else is fronting the content and mashing it up with information and services from other locations.  Software suites packed to the gills with feature bloat are decreasing in value because businesses are wisely looking at what they should do rather than what they can do.  In short, content strategy and information management trajectory is becoming important again.

Question: What are some other ideas for mobile business apps?

Answer: Mobile claims adjustment – forms completion and attached photos while on site

Cafeteria Menu for employees on your campus – helps employees decide to pack a lunch or pack some money before the leave home in the morning.

Local Catering / food delivery services for that location – helps when you’re setting up that all day meeting to order online and know that they’ll deliver to you right away.  Keeps you from bothering the cranky front desk person!

Campus Map – If you have a large campus (school or organization) help people find office 2232B or book open meeting rooms.

Mobile “Instructable” Videos  – how to properly dig a trench, how to muck out a barn, how to check your phone system for trouble, how to do a tape backup in your datacenter.  If you’re a “LEAN” manufacturing company, then give your line/floor workers access to standard work from where they actually work!

Mobile resupply forms and workflows for field workers who run out of materials while on the job.

Reach out to BloomThink for help putting your strategy together!

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