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Exploring the Changing Role of Mobile and Apps Within Business

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Anthony Toguchi

on 30 June 2015

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Transcript of Exploring the Changing Role of Mobile and Apps Within Business

Deliverables:
Flush out functionality and complete design in Low-Fidelity Black and White
All screens in Digital Asset including pop-ups

Out of scope:
Content creation

Format:
PDF for review
Deliverables:
Guideline wireframes capturing visual hierarchy
Layout- text and image placement
Design look and feel according to selected brand creative concept
Unique graphic design such as tables, charts and graphs providing creative guidance for the full development of every layout page
High level strategic content interactivity of the content (e.g. table should be built row by row)

Out of scope:
Content creation

Format:
PDF for review
PSD/Indesign files
Exploring the Changing Role of Mobile and Apps Within Business
Anthony Toguchi

AnthonyToguchi.com
@Anthony_Toguchi

linkedin.com/in/toguchi/

How do you determine success of your mobile app strategy, and what role should analytics play?
Examining the changing role of 3rd Party Partners, including developers, with corporations
Analyzing where mobile should fit within your overall digital strategy and how it relates to your other digital assets
Case study examples - Connecting your field force through functional, fully integrated applications and project's lessons learned
6 step process
Each step begins when approved requirements
and deliverables from previous step are completed.
Each step ends when defined deliverables are approved by necessary stakeholders including Partners (agencies, developers, and service providers).
Globalization Process Overview
2. Content Skeleton
Responsible: Global Brand Agency
Approvers: Global Brand Team & Global Digital Team
Consult: Global Digital Agency & Local Digital Agency
Deliverables:
Slide map conforming to global navigation strategy
Document showing titles, graphs, text and key messages slide by slide
Indication of key messages / opportunities for interactivity

Out of scope:
Layout of slides
Any specific design for Digital Asset

Format:
PDF/Word document
Deliverable Example
1. Content & Messaging
Responsible: Global Brand Agency
Approvers: Global Brand Team
Consult: Global Digital Team, Global Digital Partners, &
Local Digital Partners
Deliverables:
All content required for the Digital Asset
May include graphs and tables

Format:
PDF/Word document
Deliverable Example

3. Brand Assets
Deliverables:
Brand Guidelines
Image library
Logos
Pack shots
Videos
Other assets

Out of scope:
Layout of slides
Any specific design for Digital Asset
Country specific logo / packshot, etc.

Format:
High-res asset files
Deliverable Example
Responsible: Global Brand Agency
Approvers: Global Brand Team
Consult: Global Digital Team, Global Digital Partners, &
Local Digital Partners

4A. Guidelines Wireframes
Responsible: Global Brand Agency
Approvers: Global Brand Team & Global Digital Team
Consult: Global Digital Partners & Local Digital Partners
4B. Low-Fidelity Wireframes
Responsible: Global Digital Agency
Approvers: Global Brand Team & Global Digital Team
Consult: Global Brand Agency, Global Digital Partners, & Local Digital Partners
Deliverables:
Flush out functionality and complete design in Hi-Fidelity

Out of scope:
Content creation

Format:
PDF for review
Design files for implementation
Deliverable Example
4C. High-Fidelity Wireframes
Responsible: Global Digital Agency
Approvers: Global Brand Team & Global Digital Team
Consult: Global Brand Agency, Global Digital Partners, & Local Digital Partners
Deliverable Example
5. Digital Asset Optional
Responsible: Global Digital Agency
Approvers: Global Brand Team & Global Digital Team
Consult: Global Brand Agency, Global Digital Partners, & Local Digital Agency

Deliverables:
Digital Asset Master
All content and images correct, all interactive features included

Out of scope:
Localization
Launch

Format:
To Be Defined
6. Launch
Responsible: Local Digital Partners
Approver: Market Team
Consult: Global Brand Team, Global Digital Team, & Global Digital Partners
Deliverable:
Localized Digital Asset
Digital Ecosystem Based on Audience
SMS
Email
Social
Search
http://mobithinking.com/blog/mobile-web-penetration
Desktop
Mobile
Audience
Four out of five global Internet users in 2014 will be a mobile Web user: eMarketer
Tier 3 Page Guideline
Tier 2 Page Guideline
Tier 1 Page - Guideline
Splash page
Deliverable Example
http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/
What Do Stakeholders Care About?
Executives have a lot on their minds
Executives have hard choices on allocating budget
Provided By: Insight Success, Inc.
lin@insight-success.com
Execution and Optimization

Digital Strategy

Optimizing your Digital Strategy through Data
A/B Test Design and Analysis
Predictive Analytics
Customer Segmentation
Custom KPI Development
Analytics Infrastructure
Deep Analytics Summary
Understand where you can have control over the life of your digital campaign before you start your campaign
Define expected outcome of the various campaigns and the implications when setting up the campaign
2011 Pilot in 5 Markets in different geographic regions with successful results
2012 Global Rollout
1st Nutritional Company
One of the 1st Pharmaceutical Companies
Successes
Increased brand perception with Health Care Professionals ~75% (Pilot)
Cost savings ~45% (Global Rollout)
Increased analytical capabilities
Lessons Learned
Localization challenges
Crashes
Usability challenges
iPad Interactive Marketing Materials to Health Care Professionals
Jeffery K. Rohrs
@jkrohrs
Jeremiah Owyang
@jowyang
Website
Full transcript