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10 Lessons in Mobile ContentSteve Vosloo, Project Leader
Louise McCann, Editor in Chief
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It's great ... for me it really hard to pick
up a book to start readin but i don mind
readin on my phone
dotty1
What our users commented
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Background
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The Yoza Project
� Yoza enables reading, writing and engagement via mobile phones
� South African project launched August 2009, initially funded by the
Shuttleworth Foundation
� Through Yoza, short stories, poems and classic literature are published on
mobile phones (MXit and on a mobisite -- a website for mobiles)
� Highly interactive: users can comment, vote, enter writing competitions and
review stories
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Why?
� 51% of South African households own no leisure books
� 7% of public schools in South Africa have functional libraries of any kind
� High uptake of phones ± up to 90% amongst urban youth
� South Africa has excellent mobile infrastructure and coverage
� Relatively low charges for mobile data (but expensive voice and SMS charges)
� Most digital reading and writing happens on phones
� A common complaint:teens don't read and write enough, teens love their mobilephones -- so make phones part of the solution!
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Early story on MXit (2009)
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Yoza today
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Yoza today
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If friar's plan wrks, then romeo wil b
able 2 cum nd take juliet wit hm 2 liv
hapily 2geda at mantua bt if it fails,
sumbdy's gna b dead. Lol!
Elsie
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I loved the book, wish it didnt have an
ending. Shakespear please bring another
one like this one.IT
WAS MWAAAH!!
Blessed1
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Yoza Cellphone Stories: Basics
� A growing library of titles: 28 m-novels, 11 poems, 5 Shakespeare plays
� Genres include teen issues, romance, soccer, adventure, classics, poetry
� Some stories are serialised (a chapter a day) and every chapter of every story has a comment prompt or vote prompt
� Chapters around 400 words (some stories 200 words)
� Total length: 4000 to 10000 words
� Stories in English, Afrikaans and isiXhosa
� Stories are free but costs for mobile data (about 7c per chapter)
� On MXit all comments are moderated before going live
� Available in South Africa and Kenya on Mxit
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What users thought of Yoza stories
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What our Facebook friends have to say ...
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Yoza stats (one year)
� Complete reads: 300,000
� No. of comments: 40,000
� No. of unique visitors: >145,000
� No. of MXit subscribers to Yoza: >69,000
� No. of page views: >5,400,000
� No. of votes: >44,000
(Period: August 2010 to August 2011)
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More comments than War and Peace
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T z a vry !ntstng stry,really attrtz da a
attns f da reader.k!p t up
L!hle
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User demographics
� Mostly 18-25 years old, then 13-17
� Slightly more female
� Mostly Black
� Mostly in urban centres, but also spread
throughout country
� Estimate LSM 3-7
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Ahamoment:
Mobile phones are a
viable distributionplatform for longer form
content and for enablinguser participation
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It kwl an nyc nt boring. And
siyafundisa
[we are learning]Thule
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A gud st0ri alth0ugh vewi sh0rt id lyk 2
c m0re 0n mxit bk0z it enc0uragez
readin!
Lesleigh(F)
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Lessons
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Lesson 1: Research content and user interface with teens
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Lesson 1: Research content and user interface with teens
Tip: Fofeed them
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Waiting for the next chapters kills
me!
Suzi*
Lesson 2: Mobile is a content monster
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Solution: have lots of content ready to publish
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Lesson 3: Mobile isalways on
Solution: moderate constantly
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I alwayz (H)ur stories guyz and i
alwayz learn smthing new
Sisipho
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Lesson 4: Marketing matters
Ads run on these days --
see the traffic spikes
Solution: budget for marketing
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Lesson 5: Users know what they want
� Yoza users have told us they want:
� Content that entertains, inspires and educates
� Content about issues (pregnancy, drugs, careers, money), romance andadventure
� Real life stories
� See http://yozaproject.com/2010/12/04/what-do-you-want-from-yoza-the-yoza-community-responds/
Solution: ask, listen and respond
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Ag!
BOR
ING. . .:-z
Thandi
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Lesson 6: Always prompt (and be provocative)
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Lesson 7: Adapt
The Awesomes chapters rewritten (pre-publication) based on comments
received in earlier chapters
Streetskillz stories changed (post-publication) from third to first person
narrative to pick up the pace, make interaction more direct
Solution: watch and respond
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Lesson 8: Show don¶t tell
Keep the pace up, keep down screenfuls of telling
First person narrative
Main characters: minimum 1 and max 4
Short chapters
Write for ³snacky´ reading
Can¶t easily flip back on mobile
See Yoza Manifesto for morewww.tinyurl.com/yozamanifesto
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Lesson 9: Leverage existing networks and meet
readers where they are
MXit
Mobisite
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Lesson 10: There will be drop-off «
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Lesson 10: « But fans are loyal
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Yoza i love your stuff your flava is hot(Anon)
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The stories r interesting nd fun 2 read,
they kip ma englsh gng
Hlengiwe gulube
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How to access Yoza and contact details
Browser: www.yoza.mobi
MXit: Add a contact (MXit Services) called yoza
Facebook: www.facebook.com/yozacellphonestories
42
Louise McCann
thecontentstudio1@gmail.com
www.thecontentstudio.co.za
Steve Vosloo
stevevosloo@gmail.com
www.yozaproject.com
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