Almost at the end of the event and it was Mike Lee's turn to illustrate us on the internal strategy of AARP towards going mobile. Overall very interesting data, although I didn't really know how to write it down, and I'm sorry about that because he had a lot of interesting insights to share. I think my notes don't do him justice.
Nevertheless, here they are:
- Drive traffic in with SEO, media and other publications
- Push content out through social sharing and cross platform presence.
- Channel integration can get really messy, with a lot of patching along the way as the number of platforms increases.
- People at AARP have a limited US audience, so that limited their adaptation needs.
- Their current use of SMS is limited to tactical purposes.
- Currently working with a small mobile team and an external vendor.
- Didn’t wait on mobile because of how slow things tend to move anyway inside a huge organization.
- Established an arrangement of teams in order to cover their users’ experiences and the needs generated by them.
- They use web site components such as JSON calls for news feeds and members login.
- The applied APIs include Twitter, Facebook and Bit.ly
- A marketing strategy was to create a trivia challenge, which was promoted through mobile articles and increased traffic to the main site.
- Created a digital member card for login members.
- AARP has launched both Android and iPhone applications.
- They’ve encountered barriers with senior users.
- Thinking about the multiple devices available and their increase of use.