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Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
There is no reason for any individual
  to have a computer in his home.




                     —Ken Olsen,
                     CEO of Digital Equipment Corp.
There is no reason anyone
will need to do that on mobile.




                    —Your company, probably
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
DISRUPTIVE INNOVATION
“   In industry after industry, the
    new technologies that had
    brought the big, established
    companies to their knees
    weren’t better or more advanced
    — they were actually worse. The
    new products were
    low-end, dumb, shoddy, and in
    almost every way inferior.
DISK DRIVES
RADIOS
PRINTERS
PHOTOGRAPHY
PERSONAL COMPUTERS
THE DIGITAL DIVIDE
20%   OF AMERICANS HAVE NO
      INTERNET ACCESS AT ALL.

35%   HAVE NO INTERNET
      ACCESS AT HOME.
29%  OF BLACK AMERICANS
     HAVE NO INTERNET ACCESS.

51% ACCESS AT HOME.
    HAVE NO BROADBAND
32%  OF HISPANIC AMERICANS
     HAVE NO INTERNET ACCESS.

49% ACCESS AT HOME.
    HAVE NO BROADBAND
OF AMERICANS WHO MAKE
38%   LESS THAN $30,000 PER
      YEAR HAVE NO INTERNET
      ACCESS.

59%   HAVE NO BROADBAND
      ACCESS AT HOME.
46%   OF AMERICANS WITH A
      DISABILITY HAVE NO
      INTERNET ACCESS.

59%   HAVE NO BROADBAND
      ACCESS AT HOME.
57%   OF AMERICANS WITH NO
      HIGH SCHOOL DIPLOMA
      HAVE NO INTERNET ACCESS.

88%   HAVE NO BROADBAND
      ACCESS AT HOME.
Uncle Sam Wants You (To Optimize Your Content For Mobile)
MOBILE OWNERSHIP

 85%      88%




  2009    2012     2009   2012
MOBILE OWNERSHIP   MOBILE INTERNET USE

 85%      88%

                              55%
                     31%


  2009    2012       2009     2012
SMARTPHONE ADOPTION

          45.6     42.7     32.7
  55.3


          54.4     57.3     67.3
  44.7

 White   Black   Hispanic   Asian
  SMARTPHONES    FEATURE PHONES
THE “MOBILE MOSTLY” USER
55% OF AMERICANS WHO USE THEIR
  MOBILE PHONES TO GO ONLINE




   ONLY OR MOSTLY USE THE
  INTERNET ON THEIR MOBILES
55% OF AMERICANS WHO USE THEIR
  MOBILE PHONES TO GO ONLINE


         31%
         OF ALL AMERICANS


   ONLY OR MOSTLY USE THE
  INTERNET ON THEIR MOBILES
55% OF AMERICANS WHO USE THEIR
  MOBILE PHONES TO GO ONLINE


         39%
      OF NO-COLLEGE AMERICANS


   ONLY OR MOSTLY USE THE
  INTERNET ON THEIR MOBILES
55% OF AMERICANS WHO USE THEIR
  MOBILE PHONES TO GO ONLINE


         43%
      OF LOW-INCOME AMERICANS


   ONLY OR MOSTLY USE THE
  INTERNET ON THEIR MOBILES
55% OF AMERICANS WHO USE THEIR
  MOBILE PHONES TO GO ONLINE


         42%
       OF HISPANIC AMERICANS


   ONLY OR MOSTLY USE THE
  INTERNET ON THEIR MOBILES
55% OF AMERICANS WHO USE THEIR
  MOBILE PHONES TO GO ONLINE


          51%
         OF BLACK AMERICANS


   ONLY OR MOSTLY USE THE
  INTERNET ON THEIR MOBILES
Mobile was the final frontier in the
access revolution. It has erased the
digital divide. A mobile device is the
      internet for many people.




                     — Susannah Fox, Pew Research
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
united club membership
united club membership
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
THE AMERICAN REVOLUTION
(NOW AVAILABLE ON MOBILE)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
THIS
Americans deserve a
government that works for
 them anytime, anywhere,
    and on any device.
DIGITAL GOVERNMENT:
BUILDING A 21    ST

CENTURY PLATFORM
TO BETTER SERVE THE
AMERICAN PEOPLE
MAY 23, 2012
The Federal Government must
also focus on the fundamentals of
     customer-centric design.
Uncle Sam Wants You (To Optimize Your Content For Mobile)
1.Conduct research to understand the
  customer’s business, needs, and desires
1.Conduct research to understand the
  customer’s business, needs, and desires
2.Make content more available and
  accessible through multiple, device-
1.Conduct research to understand the
  customer’s business, needs, and desires
2.Make content more available and
  accessible through multiple, device-
3.Make content more accurate and
  understandable by maintaining plain
  language and content freshness
1.Conduct research to understand the
  customer’s business, needs, and desires
2.Make content more available and
  accessible through multiple, device-
3.Make content more accurate and
  understandable by maintaining plain
  language and content freshness

4.Offer easy paths for feedback to ensure
  we continually improve service delivery
RESEARCH + PLANNING
2.Make content more available and
  accessible through multiple, device-
3.Make content more accurate and
  understandable by maintaining plain
  language and content freshness

4.Offer easy paths for feedback to ensure
  we continually improve service delivery
RESEARCH + PLANNING

ADAPTIVE CONTENT
3.Make content more accurate and
  understandable by maintaining plain
  language and content freshness

4.Offer easy paths for feedback to ensure
  we continually improve service delivery
RESEARCH + PLANNING

ADAPTIVE CONTENT

WRITING + EDITING

4.Offer easy paths for feedback to ensure
  we continually improve service delivery
RESEARCH + PLANNING

ADAPTIVE CONTENT

WRITING + EDITING

MOBILE GOVERNANCE
US GOV MOBILE ROADMAP
US GOV MOBILE ROADMAP
WITHIN THREE MONTHS:
Engage with customers to identify the
highest priority services to optimize for
mobile.
US GOV MOBILE ROADMAP
WITHIN THREE MONTHS:
Engage with customers to identify the
highest priority services to optimize for
mobile.
WITHIN ONE YEAR:
Make two key services available on mobile
US GOV MOBILE ROADMAP
WITHIN THREE MONTHS:
Engage with customers to identify the
highest priority services to optimize for
mobile.
WITHIN ONE YEAR:
Make two key services available on mobile
WHEN PRACTICAL:
Publish a plan for improving additional
BABY STEPS VS. LONG TERM
The biggest thing is, you have to
have a content strategy in place. You
have to know the end state you want.




                      — Gerard Gober, Comcast
RESEARCH + PLANNING
ADAPTIVE CONTENT
WRITING + EDITING
MOBILE GOVERNANCE
Adaptive content is flexible, so it can
  adapt to different screen sizes and
    can be presented in different
formats as appropriate for the device.
MANAGE STRUCTURED
CONTENT
We need to treat all content as data,
  turning any unstructured content
into structured data, then ensure all
structured data are associated with
           valid metadata.
43%   OF FEDERAL AGENCIES DO
      NOT USE A CMS TO
      PUBLISH ONLINE CONTENT.
CHUNKS, NOT BLOBS
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
CREATE PRESENTATION-
INDEPENDENT CONTENT
Rather than thinking primarily about
 the final presentation—publishing
 web pages, mobile applications, or
 brochures— government agencies
   need to take an “information-
          centric” approach.
These three layers
PRESENTATION LAYER   separate information
  Websites + Apps
                     creation from
                     information
                     presentation—
 PLATFORM LAYER
                     allowing us to create
  Systems + APIs     content and data once,
                     and then use it in
                     different ways.
                     In effect, this model
INFORMATION LAYER
   Data + Content
                     represents a
                     fundamental shift
                     from the way our
Uncle Sam Wants You (To Optimize Your Content For Mobile)
TREAT CONTENT AS A SERVICE
“   Providing information through
    web APIs helps us architect for
    interoperability and openness,
    and makes data assets freely
    available for use within
    agencies, between agencies, in
    the private sector, or by citizens.
Just look at how the government’s
 release of GPS and weather data
  fueled billion dollar industries.
C
O
N
T
E
N
T

P
R
O
V
I
D
E
R
S




M
U
S
I
C

P
A
R
T
N
E
R
S




    NPR, Open Content and API’s, O’Reilly Oscon 60
RESEARCH + PLANNING
ADAPTIVE CONTENT
WRITING + EDITING
MOBILE GOVERNANCE
Federal agencies are required to
write all new publications, forms and
publicly distributed documents in a
  “clear, concise, well-organized”
               manner.
MOBILE IS A CATALYST
Uncle Sam Wants You (To Optimize Your Content For Mobile)
GREAT CONTENT TRANSCENDS
PLATFORM
We felt it was a life-saving
imperative to have all of our content
             on mobile.




               — David Balcom, American Cancer
                           Society
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
It’s not that it was designed and
written for mobile, it's just good
              content.




              — David Balcom, American Cancer
                          Society
DEVELOP MOBILE GOVERNANCE
PEOPLE + PROCESS
CONTINUOUS MEASUREMENT
AND IMPROVEMENT
“   We now have an opportunity to
    break free from the inefficient,
    costly, and fragmented practices
    of the past, build a sound
    governance structure for digital
    services, and do mobile “right”
    from the beginning.
YOU DON'T GET TO DECIDE
WHICH DEVICE PEOPLE USE TO
ACCESS YOUR CONTENT.
THEY DO.
There’s no wrong door for
accessing government services.




              — Federal CIO Steven VanRoekel
DISRUPTIVE TECHNOLOGIES
EVENTUALLY GET GOOD.
OR THEY REDEFINE WHAT
GOOD IS.
Ultimately, this strategy aims to be
 disruptive. It provides a platform to
fundamentally shift how government
connects with, and provides services
      to, the American people.



                  — Federal CIO Steven VanRoekel
DO MOBILE RIGHT.
RIGHT FROM THE START.
I want us to ask
 ourselves every
day, how are we
using technology
  to make a real
   difference in
  people’s lives?
Uncle Sam Wants You (To Optimize Your Content For Mobile)
COMING THIS
FALL!
THAN
K YOU
@karenmcgra

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Uncle Sam Wants You (To Optimize Your Content For Mobile)

  • 6. There is no reason for any individual to have a computer in his home. —Ken Olsen, CEO of Digital Equipment Corp.
  • 7. There is no reason anyone will need to do that on mobile. —Your company, probably
  • 11. In industry after industry, the new technologies that had brought the big, established companies to their knees weren’t better or more advanced — they were actually worse. The new products were low-end, dumb, shoddy, and in almost every way inferior.
  • 18. 20% OF AMERICANS HAVE NO INTERNET ACCESS AT ALL. 35% HAVE NO INTERNET ACCESS AT HOME.
  • 19. 29% OF BLACK AMERICANS HAVE NO INTERNET ACCESS. 51% ACCESS AT HOME. HAVE NO BROADBAND
  • 20. 32% OF HISPANIC AMERICANS HAVE NO INTERNET ACCESS. 49% ACCESS AT HOME. HAVE NO BROADBAND
  • 21. OF AMERICANS WHO MAKE 38% LESS THAN $30,000 PER YEAR HAVE NO INTERNET ACCESS. 59% HAVE NO BROADBAND ACCESS AT HOME.
  • 22. 46% OF AMERICANS WITH A DISABILITY HAVE NO INTERNET ACCESS. 59% HAVE NO BROADBAND ACCESS AT HOME.
  • 23. 57% OF AMERICANS WITH NO HIGH SCHOOL DIPLOMA HAVE NO INTERNET ACCESS. 88% HAVE NO BROADBAND ACCESS AT HOME.
  • 25. MOBILE OWNERSHIP 85% 88% 2009 2012 2009 2012
  • 26. MOBILE OWNERSHIP MOBILE INTERNET USE 85% 88% 55% 31% 2009 2012 2009 2012
  • 27. SMARTPHONE ADOPTION 45.6 42.7 32.7 55.3 54.4 57.3 67.3 44.7 White Black Hispanic Asian SMARTPHONES FEATURE PHONES
  • 29. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 30. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 31% OF ALL AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 31. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 39% OF NO-COLLEGE AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 32. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 43% OF LOW-INCOME AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 33. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 42% OF HISPANIC AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 34. 55% OF AMERICANS WHO USE THEIR MOBILE PHONES TO GO ONLINE 51% OF BLACK AMERICANS ONLY OR MOSTLY USE THE INTERNET ON THEIR MOBILES
  • 35. Mobile was the final frontier in the access revolution. It has erased the digital divide. A mobile device is the internet for many people. — Susannah Fox, Pew Research
  • 45. THE AMERICAN REVOLUTION (NOW AVAILABLE ON MOBILE)
  • 47. THIS
  • 48. Americans deserve a government that works for them anytime, anywhere, and on any device.
  • 49. DIGITAL GOVERNMENT: BUILDING A 21 ST CENTURY PLATFORM TO BETTER SERVE THE AMERICAN PEOPLE MAY 23, 2012
  • 50. The Federal Government must also focus on the fundamentals of customer-centric design.
  • 52. 1.Conduct research to understand the customer’s business, needs, and desires
  • 53. 1.Conduct research to understand the customer’s business, needs, and desires 2.Make content more available and accessible through multiple, device-
  • 54. 1.Conduct research to understand the customer’s business, needs, and desires 2.Make content more available and accessible through multiple, device- 3.Make content more accurate and understandable by maintaining plain language and content freshness
  • 55. 1.Conduct research to understand the customer’s business, needs, and desires 2.Make content more available and accessible through multiple, device- 3.Make content more accurate and understandable by maintaining plain language and content freshness 4.Offer easy paths for feedback to ensure we continually improve service delivery
  • 56. RESEARCH + PLANNING 2.Make content more available and accessible through multiple, device- 3.Make content more accurate and understandable by maintaining plain language and content freshness 4.Offer easy paths for feedback to ensure we continually improve service delivery
  • 57. RESEARCH + PLANNING ADAPTIVE CONTENT 3.Make content more accurate and understandable by maintaining plain language and content freshness 4.Offer easy paths for feedback to ensure we continually improve service delivery
  • 58. RESEARCH + PLANNING ADAPTIVE CONTENT WRITING + EDITING 4.Offer easy paths for feedback to ensure we continually improve service delivery
  • 59. RESEARCH + PLANNING ADAPTIVE CONTENT WRITING + EDITING MOBILE GOVERNANCE
  • 60. US GOV MOBILE ROADMAP
  • 61. US GOV MOBILE ROADMAP WITHIN THREE MONTHS: Engage with customers to identify the highest priority services to optimize for mobile.
  • 62. US GOV MOBILE ROADMAP WITHIN THREE MONTHS: Engage with customers to identify the highest priority services to optimize for mobile. WITHIN ONE YEAR: Make two key services available on mobile
  • 63. US GOV MOBILE ROADMAP WITHIN THREE MONTHS: Engage with customers to identify the highest priority services to optimize for mobile. WITHIN ONE YEAR: Make two key services available on mobile WHEN PRACTICAL: Publish a plan for improving additional
  • 64. BABY STEPS VS. LONG TERM
  • 65. The biggest thing is, you have to have a content strategy in place. You have to know the end state you want. — Gerard Gober, Comcast
  • 66. RESEARCH + PLANNING ADAPTIVE CONTENT WRITING + EDITING MOBILE GOVERNANCE
  • 67. Adaptive content is flexible, so it can adapt to different screen sizes and can be presented in different formats as appropriate for the device.
  • 69. We need to treat all content as data, turning any unstructured content into structured data, then ensure all structured data are associated with valid metadata.
  • 70. 43% OF FEDERAL AGENCIES DO NOT USE A CMS TO PUBLISH ONLINE CONTENT.
  • 78. Rather than thinking primarily about the final presentation—publishing web pages, mobile applications, or brochures— government agencies need to take an “information- centric” approach.
  • 79. These three layers PRESENTATION LAYER separate information Websites + Apps creation from information presentation— PLATFORM LAYER allowing us to create Systems + APIs content and data once, and then use it in different ways. In effect, this model INFORMATION LAYER Data + Content represents a fundamental shift from the way our
  • 81. TREAT CONTENT AS A SERVICE
  • 82. Providing information through web APIs helps us architect for interoperability and openness, and makes data assets freely available for use within agencies, between agencies, in the private sector, or by citizens.
  • 83. Just look at how the government’s release of GPS and weather data fueled billion dollar industries.
  • 84. C O N T E N T P R O V I D E R S M U S I C P A R T N E R S NPR, Open Content and API’s, O’Reilly Oscon 60
  • 85. RESEARCH + PLANNING ADAPTIVE CONTENT WRITING + EDITING MOBILE GOVERNANCE
  • 86. Federal agencies are required to write all new publications, forms and publicly distributed documents in a “clear, concise, well-organized” manner.
  • 87. MOBILE IS A CATALYST
  • 90. We felt it was a life-saving imperative to have all of our content on mobile. — David Balcom, American Cancer Society
  • 95. It’s not that it was designed and written for mobile, it's just good content. — David Balcom, American Cancer Society
  • 99. We now have an opportunity to break free from the inefficient, costly, and fragmented practices of the past, build a sound governance structure for digital services, and do mobile “right” from the beginning.
  • 100. YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO ACCESS YOUR CONTENT. THEY DO.
  • 101. There’s no wrong door for accessing government services. — Federal CIO Steven VanRoekel
  • 102. DISRUPTIVE TECHNOLOGIES EVENTUALLY GET GOOD. OR THEY REDEFINE WHAT GOOD IS.
  • 103. Ultimately, this strategy aims to be disruptive. It provides a platform to fundamentally shift how government connects with, and provides services to, the American people. — Federal CIO Steven VanRoekel
  • 104. DO MOBILE RIGHT. RIGHT FROM THE START.
  • 105. I want us to ask ourselves every day, how are we using technology to make a real difference in people’s lives?