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Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC 1 Getting Mobile: Getting Mobile: New Platforms to New Platforms to Promote Your Promote Your Institution Institution ©Robert E. Johnson, Ph.D. 2011 ©Robert E. Johnson, Ph.D. 2011 Australian International Education Australian International Education Conference Conference October 11-14, 2011 October 11-14, 2011 Adelaide, Australia Adelaide, Australia

Going Mobile: New Platforms to Promote Your Institution

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Page 1: Going Mobile: New Platforms to Promote Your Institution

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Getting Mobile: Getting Mobile: New Platforms to Promote New Platforms to Promote

Your InstitutionYour Institution ©Robert E. Johnson, Ph.D. 2011©Robert E. Johnson, Ph.D. 2011

Australian International Education ConferenceAustralian International Education ConferenceOctober 11-14, 2011October 11-14, 2011Adelaide, AustraliaAdelaide, Australia

Page 2: Going Mobile: New Platforms to Promote Your Institution

Part I: Part I: Overview for 2011… and onwardOverview for 2011… and onward

Strategy imperative…Strategy imperative…

Remember the land-line telephone?Remember the land-line telephone?

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33

Key Strategy Challenge:Key Strategy Challenge:

Why should I put scarce Why should I put scarce resources into mobile resources into mobile

marketing?marketing?

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 44

Helping or hurting your brand Helping or hurting your brand reputation…reputation…

Website experience Website experience shapes brand perception…shapes brand perception…

Page 5: Going Mobile: New Platforms to Promote Your Institution

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55

Growing expectation…Growing expectation…

A “mobile friendly” web A “mobile friendly” web presencepresence

Page 6: Going Mobile: New Platforms to Promote Your Institution

25% smartphones world wide…25% smartphones world wide…http://bit.ly/grclDrhttp://bit.ly/grclDr

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66

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Smartphone by country… 2011Smartphone by country… 2011http://bit.ly/oVj16yhttp://bit.ly/oVj16y

Highest penetration per population densityHighest penetration per population density– Singapore...Singapore... 62 percent62 percent– Australia…Australia… 37 percent37 percent– Japan, U.K., U.S. are all lowerJapan, U.K., U.S. are all lower

80% of Australian businesses do not have 80% of Australian businesses do not have mobile websitesmobile websites– Many believe having a mobile app = having a Many believe having a mobile app = having a

mobile strategymobile strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 77

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Use of mobile for social media…Use of mobile for social media…http://bit.ly/grclDrhttp://bit.ly/grclDr

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88

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Asia Pacific is “most exciting”…Asia Pacific is “most exciting”…http://bit.ly/iUracNhttp://bit.ly/iUracN

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1010

Major reason people go to any Major reason people go to any website…website…

Complete a taskComplete a task

Page 11: Going Mobile: New Platforms to Promote Your Institution

Gerry McGovern:Gerry McGovern:

““You don’t have a mobile You don’t have a mobile strategy, you have a top strategy, you have a top

task strategy.”task strategy.”Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111

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Content strategy question:Content strategy question:

How will 30+ home page How will 30+ home page links become 8 to 10 links become 8 to 10

mobile links?mobile links?Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1212

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313

Top tasks for recruitment might be…Top tasks for recruitment might be…

Find academic course listFind academic course listCheck enrollment profileCheck enrollment profileGet cost informationGet cost informationInquire about enrollmentInquire about enrollmentApply onlineApply onlineCheck application statusCheck application statusGet to campusGet to campus

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1414

Mobile App or Mobile Website?Mobile App or Mobile Website?

Mobile AppMobile App– Different apps for Different apps for

different devicesdifferent devices– How will people How will people

find your app?find your app?– Not easy to updateNot easy to update– Higher Higher

performance performance possible/Easier usepossible/Easier use

Mobile WebsiteMobile Website– Access from any Access from any

mobile devicemobile device– Can find using Can find using

“search”“search”– Easy to updateEasy to update– Will perform as well Will perform as well

as you build itas you build it

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If you’re thinking about an app…If you’re thinking about an app…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1515

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Prediction for 2015…Prediction for 2015…http://bit.ly/mPtumXhttp://bit.ly/mPtumX

Financial Times already has left App Store Financial Times already has left App Store and created a HTML 5 mobile site.and created a HTML 5 mobile site.

App Store will follow AOL and “By 2015 App Store will follow AOL and “By 2015 we’ll all feel silly talking about apps.”we’ll all feel silly talking about apps.”

Counterpoint: Counterpoint: “I think it’s a bit of a stretch to assume that it is going to go away that quickly.”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616

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Part II: Part II: Basic Usability IssuesBasic Usability Issues

Slow, steady improvement but not Slow, steady improvement but not yet equal to large screen mobile yet equal to large screen mobile

experienceexperience

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1717

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1818

Main mobile challenges…Main mobile challenges…Jakob Nielsen at http://bit.ly/iqAv8Jakob Nielsen at http://bit.ly/iqAv8

4 major problems4 major problems– Small screensSmall screens– Awkward inputAwkward input– Slow downloadsSlow downloads– Poor design for mobilePoor design for mobile

Impact on task completion in 2010Impact on task completion in 2010– 80% success on regular websites from a PC80% success on regular websites from a PC– 59% success from a mobile phone59% success from a mobile phone

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1919

Meet challenges and success grows…Meet challenges and success grows…

Task success was higher at sites Task success was higher at sites designed for mobile access…designed for mobile access…– 64% task completion at “sites for mobile”64% task completion at “sites for mobile”– 53% task completion at regular websites53% task completion at regular websites

Larger screen = more successLarger screen = more success– Regular cell phones… 38% successRegular cell phones… 38% success– Regular smartphones… 55% successRegular smartphones… 55% success– Touch screen phones… 75% successTouch screen phones… 75% success◄◄

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Mobile usability update… 26 Sept 2011Mobile usability update… 26 Sept 2011Jakob Nielsen Alertbox… http://bit.ly/aq2goaJakob Nielsen Alertbox… http://bit.ly/aq2goa

““Our new research shows that Our new research shows that mobile sites mobile sites and apps have been improving their and apps have been improving their usabilityusability, even though it's , even though it's still far below still far below that of regular websites accessed from a that of regular websites accessed from a desktop computerdesktop computer.”.”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020

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Mobile usability update… 26 Sept 2011Mobile usability update… 26 Sept 2011Jakob Nielsen Alertbox… http://bit.ly/aq2goaJakob Nielsen Alertbox… http://bit.ly/aq2goa

““The current The current success rate for mobile Web success rate for mobile Web use (62%)use (62%) is about what we measured for is about what we measured for desktop Web use in desktop Web use in 19991999. The current . The current desktop success rate is 84%desktop success rate is 84%; unless ; unless mobile usability starts improving more mobile usability starts improving more rapidly, we'll have to rapidly, we'll have to wait until 2026wait until 2026 to to reach that level.”reach that level.”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2121

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Mobile usability update… 26 Sept 2011Mobile usability update… 26 Sept 2011Jakob Nielsen Alertbox… http://bit.ly/aq2goaJakob Nielsen Alertbox… http://bit.ly/aq2goa

““This leads to the first, and maybe This leads to the first, and maybe most most important, guidelineimportant, guideline for improving the for improving the mobile user experience: mobile user experience: design a design a separate mobile siteseparate mobile site. Don't expect users . Don't expect users to access the same site from both desktop to access the same site from both desktop and mobile browsers.”and mobile browsers.”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222

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Mobile usability update… 26 Sept 2011Mobile usability update… 26 Sept 2011Jakob Nielsen Alertbox… http://bit.ly/aq2goaJakob Nielsen Alertbox… http://bit.ly/aq2goa

““A second key guideline… clear, explicit A second key guideline… clear, explicit links from the full site to the mobile sitelinks from the full site to the mobile site and from the mobile site to the full site.”and from the mobile site to the full site.”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323

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Mobile usability update… 26 Sept 2011Mobile usability update… 26 Sept 2011Jakob Nielsen Alertbox… http://bit.ly/aq2goaJakob Nielsen Alertbox… http://bit.ly/aq2goa

““As long as users don't need to navigate, As long as users don't need to navigate, they they might actually be okay when they're might actually be okay when they're dumped into a site that works poorly dumped into a site that works poorly on on their phone... their phone...

““But if users want to know more than what But if users want to know more than what that one page offers, they'll suffer if they're that one page offers, they'll suffer if they're stuck on the full site. That's when the link stuck on the full site. That's when the link to the mobile site will come in handy.” to the mobile site will come in handy.”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2424

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How fast does your site load?How fast does your site load?http://bit.ly/bFHRP1 ... for Top 30 siteshttp://bit.ly/bFHRP1 ... for Top 30 sites

Where do you fit among these examples?Where do you fit among these examples?– Sears…….Sears……. 3.59 seconds3.59 seconds– Dell…….Dell……. 5.23 seconds5.23 seconds– Walgreen’s……Walgreen’s…… 6.29 seconds6.29 seconds– Wal-Mart……Wal-Mart…… 6.32 seconds6.32 seconds– Amazon.com……Amazon.com…… 6.79 seconds6.79 seconds– Barnes & Noble…Barnes & Noble… 7.01 seconds7.01 seconds– CVS…..CVS….. 7.59 seconds7.59 seconds– Lowe’s…..Lowe’s….. 7.66 seconds7.66 seconds

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2525

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Part III:Part III:Designing for mobile…Designing for mobile…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2626

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Basic design rule for mobile…Basic design rule for mobile…

Keep things simple…Keep things simple…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2727

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First impression… this?First impression… this?

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2828

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First impression… or this?First impression… or this?

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2929

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3030

The Golden Rule remains…The Golden Rule remains…

5 to 8 seconds to connect 5 to 8 seconds to connect when a page openswhen a page opens

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The holy grail… one websiteThe holy grail… one website

One website for every One website for every access pointaccess point

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3131

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Dilemma at the start…Dilemma at the start…

What do we do with What do we do with content on “traditional” content on “traditional”

websites?websites?Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3232

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We have to solve the dilemma…We have to solve the dilemma…

““Short is too long. Ultra-short rules the Short is too long. Ultra-short rules the day” in mobile content.day” in mobile content.– Jakob NielsenJakob Nielsen– Alertbox: August 1, 2011 Alertbox: August 1, 2011 http://http://bit.ly/pftKhpbit.ly/pftKhp

How much of your content is “dead” & How much of your content is “dead” & “useless” junk that impedes navigation & “useless” junk that impedes navigation & search results?search results?– Gerry McGovernGerry McGovern

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3333

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Long necks and long tails…Long necks and long tails…

““Much of the long tail Much of the long tail is a dead zone… full is a dead zone… full of dead and useless of dead and useless content.”content.”– Gerry McGovernGerry McGovern

Long tail content gets Long tail content gets found in search and found in search and included in linksincluded in links

““Mobile” can’t afford Mobile” can’t afford thisthis

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3434

Page 35: Going Mobile: New Platforms to Promote Your Institution

Can you answer this?Can you answer this?

How will you reduce links How will you reduce links on your home page to 8 to on your home page to 8 to

10 for a mobile site?10 for a mobile site?Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3535

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How will you change this page…How will you change this page…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3636

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To this home page?To this home page?

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3737

Page 38: Going Mobile: New Platforms to Promote Your Institution

Navigation by icons or…Navigation by icons or…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3838

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Navigation by words…Navigation by words…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3939

Page 40: Going Mobile: New Platforms to Promote Your Institution

Or give people a choice?Or give people a choice?

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4040

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After the home page…After the home page…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4141

Page 42: Going Mobile: New Platforms to Promote Your Institution

3 approaches to a mobile site…3 approaches to a mobile site…http://bit.ly/nMPJSk

Tweak your present websiteTweak your present website– Automatic basic adjustments through a CMSAutomatic basic adjustments through a CMS

Adaptive layoutAdaptive layout– Changes your images and layout on your Changes your images and layout on your

“traditional” site to fit a mobile screen“traditional” site to fit a mobile screen– Works best if designed from the start to adaptWorks best if designed from the start to adapt

Dedicated mobile website…Dedicated mobile website…– Most expensive solutionMost expensive solution– Best experience for visitorsBest experience for visitors

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4242

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4343

Beware the iPhone tech trap…Beware the iPhone tech trap…

iPhone can display iPhone can display your traditional your traditional web pagesweb pagesBut in a size that But in a size that nobody can read nobody can read without finger without finger flickingflickingGoal: no finger Goal: no finger flickingflicking

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4444

Keep graphics small & relevant…Keep graphics small & relevant…

No room (or need) No room (or need) on mobile pages on mobile pages for graphics not for graphics not directly related to directly related to the contentthe content

Make sure key Make sure key content areas are content areas are immediately visibleimmediately visible

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4545

Long links = easier navigation…Long links = easier navigation…

3 to 5 word links are easier to touch3 to 5 word links are easier to touch

Avoid one word linksAvoid one word links– And especially a series of one word links one And especially a series of one word links one

after anotherafter another

On lists, leave enough space between On lists, leave enough space between wordswords

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4646

The NY Times goal for mobile…The NY Times goal for mobile…

“The Internet should work like it does on PC screens.”

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4747

Can we meet this challenge?Can we meet this challenge?

“As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” – Robert Z. Samuels, director of mobile product

development, New York Times

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4848

The NY Times on mobile…The NY Times on mobile…

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Accessibility issues…Accessibility issues…

Mobile web best practices from W3CMobile web best practices from W3C

Mobile web guidelines atMobile web guidelines at– http://www.w3.org/TR/http://www.w3.org/TR/

mobile-bp/mobile-bp/

SlideShare review at SlideShare review at http://slidesha.re/aec8DY http://slidesha.re/aec8DY

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4949

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5050

Part IV: Part IV: Mobile Marketing in Higher Mobile Marketing in Higher

EducationEducation

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5151

1. Direct marketing focus…1. Direct marketing focus…

One goal: get an inquiryOne goal: get an inquiry

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5252

The first image… while it loadsThe first image… while it loads

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5353

If you are a student like this…If you are a student like this…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5454

Very simple enrollment Very simple enrollment inquiry…inquiry…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5555

Immediate email response…Immediate email response…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5656

Email links to admissions page…Email links to admissions page…http://www.kettering.edu/futurestudents/http://www.kettering.edu/futurestudents/

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5757

2. Task oriented home page…2. Task oriented home page…

Focus on internal & external users is Focus on internal & external users is a special challenge…a special challenge…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5858

A task-oriented home page…A task-oriented home page…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5959

No “finger flicking” here…No “finger flicking” here…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6060

Easy to scan academic majors…Easy to scan academic majors…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6161

Clean, simple program page…Clean, simple program page…

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3. Successful search outcomes3. Successful search outcomes

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6262

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Easy to enter search word…Easy to enter search word…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6363

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Well presented content…Well presented content…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6464

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Another success example…Another success example…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6565

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A caveat on program presentation…A caveat on program presentation…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6666

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3. Text messaging option3. Text messaging option

Find high interest inquiries early in Find high interest inquiries early in the recruitment cycle……the recruitment cycle……

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6767

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6868

High interest students: 2010…High interest students: 2010…

% of inquiries opting for text updates…% of inquiries opting for text updates…

– 3.9%3.9% (1,416 of 35,606)(1,416 of 35,606)

% of applicants opting for text updates…% of applicants opting for text updates…

– 30.6%30.6% (1,140 of 3,720)(1,140 of 3,720)

% of deposits opting for text updates…% of deposits opting for text updates…

– 46.5%46.5% (269 of 578)(269 of 578)

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6969

High interest students: 2011…High interest students: 2011…

% of inquiries opting for text updates…% of inquiries opting for text updates…

– 4.8%4.8% (1,923 of 40,246)(1,923 of 40,246)

% of applicants opting for text updates…% of applicants opting for text updates…

– 13.5%13.5% (593 of 4,387)(593 of 4,387)

% of deposits opting for text updates…% of deposits opting for text updates…

– 55.6%55.6% (385 of 692)(385 of 692)

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7070Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7070

Per

cen

t w

ho

dep

osi

ted

Overall inquiries Inquiries who opted-in for text updates

Yield: Inquiry to Deposit, 2010

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7171Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7171

Per

cen

t w

ho

dep

osi

ted

Overall inquiries Inquiries who opted-in for text updates

Yield: Inquiry to Deposit, 2011

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7272

Ongoing contact to increase Ongoing contact to increase conversion…conversion…

Text messaging each month as the Text messaging each month as the recruitment cycle unfolds…recruitment cycle unfolds…

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Build internal opt-in database…Build internal opt-in database…http://www.stmarytx.edu/admission/?go=mobileupdateshttp://www.stmarytx.edu/admission/?go=mobileupdates

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7373

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7474

Not yet applied for admission…Not yet applied for admission…

““Be early, catch the Be early, catch the worm. Submit ur worm. Submit ur admission admission application by Jan application by Jan 15 for priority 15 for priority consideration. Get consideration. Get info at info at www.stmarytx.edu/www.stmarytx.edu/admission.” admission.”

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7575

Join our online community…Join our online community…

““Cre8 a profile on Cre8 a profile on the St Marys online the St Marys online community at community at www.BeARattler.cowww.BeARattler.com by Feb 1 to be m by Feb 1 to be entered to get ur entered to get ur $200 enrollment $200 enrollment deposit waived!”deposit waived!”

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7676

Register for Orientation…Register for Orientation…

““Bob, R u ready 4 Bob, R u ready 4 Orientation? Sign-Orientation? Sign-up is now open. Go up is now open. Go to to https://gateway.stmhttps://gateway.stmarytx.edu. We R arytx.edu. We R lookin 4ward to lookin 4ward to seeing u on seeing u on campus!” campus!”

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4. QR Codes4. QR Codes

Using in print advertising, view books, Using in print advertising, view books, printed recruitment pieces, college printed recruitment pieces, college

fair exhibits fair exhibits

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7777

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Get started here…Get started here…http://en.wikipedia.org/wiki/QR_codehttp://en.wikipedia.org/wiki/QR_code

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7878

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QR codes in Australia…QR codes in Australia…http://bit.ly/bztkDmhttp://bit.ly/bztkDm

““Stupid Question” in 2010…Stupid Question” in 2010…– ““Does anyone in Australia actually use QR Does anyone in Australia actually use QR

codes?”codes?”

Answer in 2010…Answer in 2010…– ““Australians Australians dodo use QR codes, but they aren’t use QR codes, but they aren’t

a mainstream marketing tool yet. Time will tell a mainstream marketing tool yet. Time will tell whether they’re a fad or a genuinely useful whether they’re a fad or a genuinely useful addition to interactive media.”addition to interactive media.”

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7979

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QR code use in the U.S.…QR code use in the U.S.…http://bit.ly/lpcggLhttp://bit.ly/lpcggL

In February, 2011…In February, 2011…– Get coupons……………Get coupons…………… 53%53%– Access more information…Access more information… 52%52%– Sign up for more info…….Sign up for more info……. 26%26%– Access video…..Access video….. 24%24%– Access social media site…Access social media site… 23%23%

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8080

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Good advice in 2011…Good advice in 2011…http://bit.ly/q2QWrWhttp://bit.ly/q2QWrW

Test the code with Test the code with different readersdifferent readers

Be careful w/ text or it Be careful w/ text or it might break the codemight break the code

Link to mobile pagesLink to mobile pages

Don’t use where Don’t use where people can’t connectpeople can’t connect

Offer value at the Offer value at the destinationdestination

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8181

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If you use QR codes…If you use QR codes…

Essential to create a mobile friendly Essential to create a mobile friendly landing page for quick scan…landing page for quick scan…

2 Sky magazine May 2011 examples2 Sky magazine May 2011 examples

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8282

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Not-so-good landing page…Not-so-good landing page…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8383

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Mobile friendly landing page…Mobile friendly landing page…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8484

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Experiment at “QR Stuff”…Experiment at “QR Stuff”…http://www.qrstuff.com/http://www.qrstuff.com/

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8585

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5. Online Mobile Application5. Online Mobile Application

University of the Pacific received 10% of University of the Pacific received 10% of undergraduate applications in 2010 from undergraduate applications in 2010 from

mobile phonesmobile phones

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8686

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Online application can work…Online application can work…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8787

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Including international students…Including international students…

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8888

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8989

Part IV: Part IV: Future Mobile Marketing Future Mobile Marketing

ChallengesChallenges

Legal Legal TechnicalTechnical

ManagementManagement

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Continuing provider challenges…Continuing provider challenges…

Multiple providers build “walled gardens”…Multiple providers build “walled gardens”…– AppleApple– Google Google – BlackberryBlackberry– NokiaNokia

Multiple standards for ads, apps, displaysMultiple standards for ads, apps, displays– More cost to implement mobile programMore cost to implement mobile program

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Legal challenges in U.S.…Legal challenges in U.S.…

Must have consent for SMS messagesMust have consent for SMS messages

– Even if someone has already signed for emailEven if someone has already signed for email

Visible “small print” cost disclosuresVisible “small print” cost disclosures

– Verizon agreed to 12 pt. font settlementVerizon agreed to 12 pt. font settlement

Likely: easy to find, understand “stop Likely: easy to find, understand “stop

sending” optionsending” option

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Technical challenges…Technical challenges…

Usability…Usability…

– Visitor experience will determine successVisitor experience will determine success

– NY Times is right… “easy as access from a NY Times is right… “easy as access from a

PC” is the goalPC” is the goal

– We are not there yetWe are not there yet

– But we are moving in that directionBut we are moving in that direction

– Nielsen smartphone research is encouragingNielsen smartphone research is encouraging

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Management challenges…Management challenges…

Content… Content… – Content is added to websites, seldom Content is added to websites, seldom

removedremoved– Most web content is irrelevant to most peopleMost web content is irrelevant to most people– Silly to make all “traditional” website content Silly to make all “traditional” website content

“mobile friendly”… no resources for that“mobile friendly”… no resources for that– But what content to leave behind?But what content to leave behind?– Will that question hinder mobile websites?Will that question hinder mobile websites?

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Video challenges…Video challenges…

An important element, but…An important element, but…

– Data plane expense might limit use past Data plane expense might limit use past

“early adopters”“early adopters”

– Video done for regular websites may not play Video done for regular websites may not play

well on smartphoneswell on smartphones

– Video users will demand rapid playVideo users will demand rapid play

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Part IV:Part IV:Sources of Information to FollowSources of Information to Follow

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Mobile Marketing Association…Mobile Marketing Association…http://mmaglobal.com/policieshttp://mmaglobal.com/policies

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mobiThinking for international…mobiThinking for international…http://mobithinking.com/http://mobithinking.com/

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Mobile Marketer… Mobile Marketer… http://www.mobilemarketer.com/http://www.mobilemarketer.com/

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210 Design Guidelines…210 Design Guidelines…http://www.nngroup.com/reports/mobile/http://www.nngroup.com/reports/mobile/

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Bob Johnson’s marketing blog…Bob Johnson’s marketing blog…http://www.bobjohnsonblog.com/mobile-marketing/http://www.bobjohnsonblog.com/mobile-marketing/

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Mobile in Higher Ed blog…Mobile in Higher Ed blog…http://www.dmolsen.com/mobile-in-higher-ed/http://www.dmolsen.com/mobile-in-higher-ed/

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MIT Open Source code for mobile…MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/http://sourceforge.net/projects/mitmobileweb/

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U.S. government guide to top tasks…U.S. government guide to top tasks…http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8

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Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]

Customer Carewords Website Research Customer Carewords Website Research www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com