Talking Strategy: Mobile & Web

Mobile Phones

jessica_colacoJessica Colaco is here talking to us about having a mobile strategy. She runs the Mobile Bootcamps here at Strathmore University every year, she’s a TED Fellow and a part of the Ushahidi dev community. Jessica’s here to talk about communicating and strategies around that for groups and organizations that haven’t really thought that far ahead yet. One of the most common touch points is the mobile phone, especially here in Kenya.

“Whenever someone receives an SMS, they check it immediately, no matter what they’re doing”.

She’s giving us a crash course in basic ways to reach out, covering SMS, voice or visual interface.


Joshua Wanyama is here to talk about internet strategy. He’s the founder of Pamoja Media, is also a TED Fellow and is working on the WildlifeDirect implementation of Ushahidi called Wildlife Trackers.

“It doesn’t matter how nice your website is if no one comes to it. Your job is to also figure out how to make this happen.”

Joshua is discussing the need for having a strategy beyond just putting up a site. The need to have people be the top search result for certain keywords, and to be in the right place to get mindshare by running ads online. Even when they get there, how are you going to add enough value for them to do something while there, tell others about it or to come back in the future?

Wildlife Tracking by WildlifeDirect

4 Responses to “Talking Strategy: Mobile & Web”

  1. I like the quote from Joshua Wanyama, but I think Web strategies need to move beyond paid media, user-centered landing pages and to developing the skills to participate, engage, and embed in online communities — bringing value to members — relevant to your organization. In my former job as a digital strategist @ a public affairs firm in DC, I never had my clients in the top search results, but I was able to incorporate them into their respective communities online who extended the reach of their (my clients’) messaging and content, which garnered top tier media coverage as well as inclusion into a blogroll in the New York Times.

  2. Hi Chris. I think you make a nice point. Paid participation and engagement are certainly vital in any effort to add value to online communities. Because as Brian Solis says in the age of consumer generated media brands must engage or die.

    But here is my perspective. In the digital marketing arena you really have four distinct disciplines-online pr (including social media, SEO (both paid/ppc and organic), Web Site Architecture & Design, and Content development. On the periphery or just outside of the paid ppc sector you have other forms of display.

    So in the short term a campaign that only emphasizes social media can be highly beneficial to an organization. However, over the long haul many practitioners have found that in isolation focusing on any one of the four disciplines and negating the other three does not produce the most optimal results.

    In contrast, working all four disciplines together tends to make each one work better. For instance, an agency who handles all of its client’s web strategy might find that by publishing share-able keyword and anchor tag rich press releases for its clients not only does the firm experience a boost in online pr, but its overall SEO positioning improves as well.

    In my view Joshua’s statement was more or less a reflection of this holistic approach to web marketing as opposed to a one size fits all approach. I think that the work we do at Pamoja Media is the embodiment of this type of thinking, as we handle all aspects of our clients online marketing presence.