AMA Higher Ed Symposium Un-Conference Session on Mobile

AMA Symposium for the Marketing of Higher Education 11/9/10Education 11/9/10Un‐Conference Session Notes:Mobile is Coming. Mobile is Here!Untangling the Mobile Challenge.g g g

prepared for: Client Name | 02.18.09 AMA Symposium for the Marketing of Higher Education Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego

UN‐CONFERENCE SESSION NOTESModerated discussion led by Jeff Johnson, Acsys Interactive

UN CONFERENCE SESSION NOTES

www.acsysinteractive.com 2


“Mobile is Coming. Mobile is Here! Untangling the Mobile Challenge.”Discuss trends, the trajectory and effective uses of mobile (including the mobile cloud, , j y ( g ,QR codes, devices, etc.). Explore what comprises the full mobile topic. Share strategies for prioritizing options within your overall digital communications initiatives, including key considerations and challenges.

M d J ff J h VP d M i Di A I i i B

“MOBILE IS COMING. MOBILE IS HERE!

Moderator: Jeff Johnson, VP and Managing Director at Acsys Interactive in Boston

UNTANGLING THE MOBILE CHALLENGE.”



Whose head is spinning?

MOBILE IS COMING. MOBILE IS HERE!

Whose head is spinning?



What comprises “Mobile”?Where do I start?When do I start?

QUESTIONS

When do I start?



Strategic Planningvs.vs.Tactical Executionvs.Firefighting

THOUGHT PROVOKERS

Firefighting



Mobile Strategyvs.vs.Digital Strategyvs.Communications Strategy

THOUGHT PROVOKERS

Communications Strategy



Bake it in!

IT’S NOT NEW ANYMORE

Bake it in!



Framework for Prioritization

N i A

•Richer experience•Greater functionality

Native App

Web App

f y

pp

Mobile Optimized W b itWebsite

Optimized Campaign / Program Sit

•Greater Ubiquity•Higher Reach

•Lower Complexity•Broader Learning Site

Mobile Friendly Website

g•Fast Optimization

•Low Audience Barriers

•High Discoverability


Mobile Friendly Websiteg y•Content Leverage


Question to ask: How should the experience change as the context changes?

CONTENT IS KING (QUEEN)

How should the experience change as the context changes?

CONTENT IS KING (QUEEN)CONTEXT IS HEIR TO THE THRONE



Prioritize tasks for mobile users based on context.Map to leverage the technology.

MOBILE PERSONAS

Map to leverage the technology.

MOBILE PERSONAS



SightTouchVoice/TalkSound/HearLocation

LEVERAGE THE MOBILE SENSES

Location

LEVERAGE THE MOBILE SENSES



Mobile apps: location basedOptimizing website for mobile devicesChasing the cool factor: “app‐envy”Mobile browsers: iPhone vs. BlackBerry vs. Android vs. othersExamples: See list compiled by Bob Johnson at http://tinyurl com/2vjwuyg

GROUP DISCUSSION

Examples: See list compiled by Bob Johnson at http://tinyurl.com/2vjwuyg

GROUP DISCUSSION



Acsys Interactive works with colleges, universities, and learning organizations to h th f th W b t h l d di it l k ti h l A h lharness the power of the Web, technology and digital marketing channels. Acsys helps educational institutions proactively shape and differentiate their brands in ways that impact performance objectives around admission, advancement and academic reputation outcomes.

Acsys delivers technology agnostic Web 2.0 solutions via rich media, social media, intranet, extranet, ecommerce, portal and mobile delivery. Its 15 years of experience spans across consumer, financial services, insurance, healthcare, manufacturing, education, and non‐profit industries. Acsys is headquartered in Farmington, CT with ffi i N Y k Ci d B

ABOUT ACSYS INTERACTIVE

offices in New York City and Boston.

ABOUT ACSYS INTERACTIVEConnecticut | New York City | Boston

www.acsysinteractive.com Jeff Johnson: jeffj [at] acsysinteractive.com 14

Technology

AMA Higher Ed Symposium Un-Conference Session on Mobile