Marketing Innovation: Utilizing Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Mobile Apps To Capture Today’s

Elusive Web-Savvy StudentsElusive Web-Savvy Students

PresentationSunday, April 22, 2012

Innovation Theater 8:00amAACC

Meet The PresentersMeet The Presenters Stephan Gunsaulus

Director of Marketing and Communication Cuesta College

Kathi J. Swanson, Ph.D. President CLARUS Corporation

Today’s DiscussionToday’s Discussion Utilizing Technology To Enhance The

“Experience Management” Aggregation of e-services Mobile Internet usage Consolidation of communication channels

Develop an integrated plan

Trends In Mobile Internet UsageTrends In Mobile Internet Usage

Today’s DiscussionToday’s Discussion In 2009, Adobe Systems’ Primary Business

Goal Was Creating Mobile Technology Expects explosion in handheld device use over

next few years Making documents easier to read and access

Explosion Among Smartphone Users And Cell Phones With Internet

Mobile Social NetworkingMobile Social Networking

Today’s DiscussionToday’s Discussion Trends In Mobile Internet Usage

Who is using? Mobile Apps Versus Mobile Web Sites

One or both?

EvolutionEvolution Main Frame Computing Mini Computing (1970’s) Personal Computing (1980’s) Desktop Internet Computing (1990’s) Mobile Internet Computing (2000’s)

Mobile Internet UsageMobile Internet Usage

Mobile Internet UsageMobile Internet Usage Mobile Devices Are Becoming The Virtual

Newspaper Number of unique mobile phone users who access

news and information on a daily basis has grown to 22.4 million in January over the previous year

Growing importance of mobile Internet as consumers become more reliant on their mobile devices to access time-sensitive and utilitarian information

Mobile Internet UsageMobile Internet Usage Pew Research Center In Washington

Surveyed 2,252 adults over 18 in April and May 2010

Defined Wireless Internet use as going online using a laptop either via Wi-Fi or cellular, using an e-mail system or using the Web or instant messaging services on a cell phone

Mobile PopulationMobile Population 62% Of All Americans Are Part Of A

Wireless, Mobile Population That Participates In Digital Activities Away From Home Or Work 58% have used either a cell phone or PDA for a

non-voice data application 41% have logged onto the Internet away from

home or work using a wireless laptop connection or with a handheld device

Electronic OptionsElectronic Options Logged On Wirelessly Away From Home Or

Work Using A Laptop Computer 70% of online users between the ages of 18

and 29 53% of online users between ages 30 and 49 39% of online users between ages 50 and 64 29% of online users age 65 or older

Mobile Internet UsageMobile Internet Usage Results

Low-income groups in the U.S. are now the fastest adopters of mobile Web devices

46% of households earning less than $30,000 a year are wireless Internet users

This lowest income group surveyed was the fastest growing – up by 11 percentage points from 35% in April 2009

The lower-income group still uses wireless Internet technology less than higher income groups

Mobile Internet UsageMobile Internet Usage Results

80% of households in the highest income group, those earning more than $75,000 a year, are now using wireless Internet technologies

Up from 72% a year earlier

Mobile Internet UsageMobile Internet Usage Results

African-Americans (64%) and English-speaking Latinos (63%) are wireless Internet users

57% of White Americans say they are using the technology

All three groups showed an increase in wireless Internet use over last year

Mobile Internet UsageMobile Internet Usage Results

African-American and Hispanic groups do more texting, Web browsing, e-mailing, and instant messaging than White users

87% of the African-Americans and the same percentage of Hispanics own a cell phone, compared to 80% of the White respondents

Minority users are more likely than White users to use social networking sites, watch videos, post a video or purchase a product on a cell phone

Considering A Mobile Site?Considering A Mobile Site?

Current Site On A Mobile DeviceCurrent Site On A Mobile Device It’s More Than Making Current Site Look Good

On A Mobile Device Usability is different Accessibility is different Trends are different Starting a mobile site means researching your

audience(s) and building the tools to meet their needs

First, test your current web site

Testing Web SitesTesting Web Sites Testing Current Web Site For Mobile

Access http://ready.mobi/launch.jsp?locale=en_EN

Sites Tested www.CLARUSCorporation.com www.ccp.edu http://CLARUSCorporation.wirenode.mobi

Mobile App Or Mobile Web SiteMobile App Or Mobile Web Site Mobile App

Apps built specifically for iPhone, Android, or any other platform and installed on the device

Use if all your content needs to be accessible offline since only a client application can store it on the phone

Pitfalls Need to be downloaded and installed by the user each time

you distribute an update Have to create and manage many different versions for all

the different hard- and software platforms

Mobile App Or Mobile Web SiteMobile App Or Mobile Web Site Mobile Web Site

Cross-platform browser-based mobile web sites accessible through a mobile device

Mobile web sites are much easier to handle No installation, server-side updates, browser as

single access point and, based on the right software platform, you need to create and manage only one web site for all devices

Personalization can be realized within a login area

Traditional Web SiteTraditional Web Site

Mobile AppMobile App

Mobile AppMobile App

WVU Mobile SiteWVU Mobile Site

WVU Mobile SiteWVU Mobile Site

West Virginia University West Virginia University http://m.wvu.edu/about/) – ) – http://m.wvu.edu

Color scheme is good and easy on eye

Pulled their YouTube feed right into their page

A directory search Athletics section

Best of the Mobile Higher Ed Web By Michael Fienen - Mon, May 17, 2010

Virginia Tech – Virginia Tech – http://mobile.vt.edu http://mobile.vt.edu Layout is simple, and

the theme is fairly eye-pleasing and easy to read

Mobile map nice touch and useful for visitors who come to campus

Best of the Mobile Higher Ed Web By Michael Fienen - Mon, May 17, 2010

MIT MIT (http://mobi.mit.edu/ about/ ) – http://m.mit.edu (http://mobi.mit.edu/ about/ ) – http://m.mit.edu

Technically heavy mobile sites

Released their framework for anyone to use

Crammed a ton of tools into a limited space, and made them flexible and useful

Best of the Mobile Higher Ed Web By Michael Fienen - Mon, May 17, 2010

CautionsCautions Mobile App Leading To Old Web Site Is Not

Appropriate Frustrating With Students Take Care With Apps Being Introduced With

Content Management Systems Creates A False Site, Frustrating For Students

Develop A PlanDevelop A Plan Mobile Web Site Should Be A Component Of

An Overall Communication Plan Define Audience Define Needs

Integration With Current Social Media And Communications Facebook, Twitter Emergency Communications Plan

Conduct ResearchConduct Research Mobile Web Scan Of Current Students

Level Of Mobile Usage Platforms What Needs Are For Mobile Access

Cannot Do Everything On Mobile Site

Web Site Visitor Survey Analytics

Choose A Great NameChoose A Great Name Buy A .mobi

New server; Purchase domain name Example: CLARUSCorporation.mobi

Create A Sub-Domain Easiest of the options to set up (you already own the

domain); Cheapest option Example

For iPhone, Android, and Palm users, access the site at http://i.roanoke.edu

For Windows Mobile and Blackberry users, access the site at http://m.roanoke.edu

Choose A Great NameChoose A Great Name Buy A .mobi

New server; Purchase domain name Example: CLARUSCorporation.mobi

Create A Sub-Domain Easiest of the options to set up (you already own the

domain); Cheapest option Example

For iPhone, Android, and Palm users, access the site at http://i.roanoke.edu

For Windows Mobile and Blackberry users, access the site at http://m.roanoke.edu

Potential Key UsesPotential Key Uses Schedules

Include pertinent dates Academic calendar, final exam schedule, campus hours

open during holidays, etc., and information that would need to change frequently and is the information that allows students to plan their schedules

Directories Include phone numbers and e-mails for staff,

departments, faculty, etc.

Potential Key UsesPotential Key Uses News And Events

Information on open houses, news for the day, happenings on campus, etc., or the current news feed on the home page of many college web sites

Emergency Emergency messaging information should be

available and contacting campus emergency personnel should be a button away

Potential Key UsesPotential Key Uses Campus Map

Interactive GIS map that would allow a student to navigate campus and may include a list of classes and locations for the semester

Static or interactive like a walking Garmin

Schedule Of Classes List of the classes available for an upcoming semester

but different format would have to be designed since the current class search would not easily translate to a mobile

Potential Key UsesPotential Key Uses Login To MIS System/ Blackboard/

Distance Learning E-Brochure

For those visitors looking at the college, a link to an easy-to-use e-brochure would be good – and then a potential page link to admissions

Integration Of E-ServicesIntegration Of E-Services Aggregation Of E-services

Online Application Online Catalog Online Viewbook Chat Social Media Mobile Web Site Apps

Wrap Up, Evaluation, Wrap Up, Evaluation, And Questions!And Questions!

Stephan GunsaulusStephan GunsaulusDirector of Marketing and CommunicationDirector of Marketing and Communication

Cuesta CollegeCuesta CollegePO Box 8106PO Box 8106

San Luis Obispo, CA 93403San Luis Obispo, CA 93403805.546.3153805.546.3153

sgunsaul@cuesta.edu sgunsaul@cuesta.edu

Kathi J. Swanson, Ph.D.Kathi J. Swanson, Ph.D.PresidentPresident

CLARUS CorporationCLARUS Corporation212 Box Butte Avenue212 Box Butte Avenue

Alliance, NE 69301Alliance, NE 69301308.762.2565 Ext. 100308.762.2565 Ext. 100

kathi@claruscorporation.com