Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students
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Transcript of Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students
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
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