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Getting Mobile:  New Platforms to Promote Your Institution   ©Robert E. Johnson, Ph.D. 2011   Australian International Education Conference October 11-14, 2011 Adelaide, Australia Bob Johnson Consulting, LLC
Part I:  Overview for 2011… and onward Strategy imperative… Remember the land-line telephone? Bob Johnson Consulting, LLC
Key Strategy Challenge: ,[object Object],Bob Johnson Consulting, LLC
Helping or hurting your brand reputation… ,[object Object],Bob Johnson Consulting, LLC
Growing expectation… ,[object Object],Bob Johnson Consulting, LLC
25% smartphones world wide… http://bit.ly/grclDr Bob Johnson Consulting, LLC
Smartphone by country… 2011 http://bit.ly/oVj16y ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Use of mobile for social media… http://bit.ly/grclDr Bob Johnson Consulting, LLC
Asia Pacific is “most exciting”… http://bit.ly/iUracN Bob Johnson Consulting, LLC
Major reason people go to any website… ,[object Object],Bob Johnson Consulting, LLC
Gerry McGovern: ,[object Object],Bob Johnson Consulting, LLC
Content strategy question: ,[object Object],Bob Johnson Consulting, LLC
Top tasks for recruitment might be… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Mobile App or Mobile Website? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
If you’re thinking about an app… Bob Johnson Consulting, LLC
Prediction for 2015… http://bit.ly/mPtumX ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Part II:  Basic Usability Issues ,[object Object],Bob Johnson Consulting, LLC
Main mobile challenges… Jakob Nielsen at http://bit.ly/iqAv8 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Meet challenges and success grows… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa ,[object Object],Bob Johnson Consulting, LLC
Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa ,[object Object],Bob Johnson Consulting, LLC
Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa ,[object Object],Bob Johnson Consulting, LLC
Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa ,[object Object],Bob Johnson Consulting, LLC
Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa ,[object Object],[object Object],Bob Johnson Consulting, LLC
How fast does your site load? http://bit.ly/bFHRP1 ... for Top 30 sites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Part III: Designing for mobile… Bob Johnson Consulting, LLC
Basic design rule for mobile… ,[object Object],Bob Johnson Consulting, LLC
First impression… this? Bob Johnson Consulting, LLC
First impression… or this? Bob Johnson Consulting, LLC
The Golden Rule remains… ,[object Object],Bob Johnson Consulting, LLC
The holy grail… one website ,[object Object],Bob Johnson Consulting, LLC
Dilemma at the start… ,[object Object],Bob Johnson Consulting, LLC
We have to solve the dilemma… ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Long necks and long tails… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Can you answer this? ,[object Object],Bob Johnson Consulting, LLC
How will you change this page… Bob Johnson Consulting, LLC
To this home page? Bob Johnson Consulting, LLC
Navigation by icons or… Bob Johnson Consulting, LLC
Navigation by words… Bob Johnson Consulting, LLC
Or give people a choice? Bob Johnson Consulting, LLC
After the home page… Bob Johnson Consulting, LLC
3 approaches to a mobile site… http://bit.ly/nMPJSk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Beware the iPhone tech trap… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Keep graphics small & relevant… ,[object Object],[object Object],Bob Johnson Consulting, LLC
Long links = easier navigation… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
The NY Times goal for mobile… ,[object Object],Bob Johnson Consulting, LLC
Can we meet this challenge? ,[object Object],[object Object],Bob Johnson Consulting, LLC
The NY Times on mobile… Bob Johnson Consulting, LLC
Accessibility issues… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Part IV:  Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
1. Direct marketing focus… ,[object Object],Bob Johnson Consulting, LLC
The first image… while it loads Bob Johnson Consulting, LLC
If you are a student like this… Bob Johnson Consulting, LLC
Very simple enrollment inquiry… Bob Johnson Consulting, LLC
Immediate email response… Bob Johnson Consulting, LLC
Email links to admissions page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
2. Task oriented home page… ,[object Object],Bob Johnson Consulting, LLC
A task-oriented home page… Bob Johnson Consulting, LLC
No “finger flicking” here… Bob Johnson Consulting, LLC
Easy to scan academic majors… Bob Johnson Consulting, LLC
Clean, simple program page… Bob Johnson Consulting, LLC
3. Successful search outcomes Bob Johnson Consulting, LLC
Easy to enter search word… Bob Johnson Consulting, LLC
Well presented content… Bob Johnson Consulting, LLC
Another success example… Bob Johnson Consulting, LLC
A caveat on program presentation… Bob Johnson Consulting, LLC
3. Text messaging option ,[object Object],Bob Johnson Consulting, LLC
High interest students: 2010… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
High interest students: 2011… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who  opted-in for  text updates Yield: Inquiry to Deposit, 2010
Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who  opted-in for  text updates Yield: Inquiry to Deposit, 2011
Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC
Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
Not yet applied for admission… ,[object Object],Bob Johnson Consulting, LLC
Join our online community… ,[object Object],Bob Johnson Consulting, LLC
Register for Orientation… ,[object Object],Bob Johnson Consulting, LLC
4. QR Codes ,[object Object],Bob Johnson Consulting, LLC
Get started here… http://en.wikipedia.org/wiki/QR_code Bob Johnson Consulting, LLC
QR codes in Australia… http://bit.ly/bztkDm ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
QR code use in the U.S.… http://bit.ly/lpcggL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Good advice in 2011… http://bit.ly/q2QWrW ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
If you use QR codes… ,[object Object],[object Object],Bob Johnson Consulting, LLC
Not-so-good landing page… Bob Johnson Consulting, LLC
Mobile friendly landing page… Bob Johnson Consulting, LLC
Experiment at “QR Stuff”… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
5. Online Mobile Application ,[object Object],Bob Johnson Consulting, LLC
Online application can work… Bob Johnson Consulting, LLC
Including international students… Bob Johnson Consulting, LLC
Part IV:  Future Mobile Marketing Challenges ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Continuing provider challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Legal challenges in U.S.… ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Technical challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Management challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Video challenges… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
mobiThinking for international… http://mobithinking.com/ Bob Johnson Consulting, LLC
Mobile Marketer…  http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
210 Design Guidelines… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/   Bob Johnson Consulting, LLC
MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
U.S. government guide to top tasks… http://1.usa.gov/4kgbK8 Bob Johnson Consulting, LLC
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068  248.766.6425  [email_address] Customer Carewords Website Research  www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC

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