Bob Johnson Consulting, LLC<br />1<br />Mobile Communication Challenges in Higher Education: Issues, Perils, Potential©Rob...
2<br />Who is Bob Johnson, Ph.D.?www.bobjohnsonconsulting.com<br />2<br />Bob Johnson Consulting, LLC<br />Website researc...
Part I: An Overview<br />Bob Johnson Consulting, LLC<br />3<br />
Bob Johnson Consulting, LLC<br />4<br />6 perils with anything online…<br />People are impatient<br />People are impatient...
Bob Johnson Consulting, LLC<br />5<br />Key Strategy Issue:<br /><ul><li>Why should I put scarce resources into mobile mar...
Bob Johnson Consulting, LLC<br />9<br />Mobile App vs. Mobile Website<br />Mobile App<br />Different apps for different de...
Bob Johnson Consulting, LLC<br />10<br />The Golden Rule…<br /><ul><li>5 seconds to connect</li></li></ul><li>Bob Johnson ...
Bob Johnson Consulting, LLC<br />13<br />Make things easy on mobile is a special challenge…<br />“The Internet should work...
Bob Johnson Consulting, LLC<br />14<br />Can we meet this challenge?<br />“As you go to site XYZ it will automatically cre...
Bob Johnson Consulting, LLC<br />15<br />The NY Times on mobile…<br />
Bob Johnson Consulting, LLC<br />16<br />Part II:Tales from the Research<br />(1) Pew Internet & American Life Project, <b...
Bob Johnson Consulting, LLC<br />17<br />1. Pew Internet & American Life Project<br />“Mobil Access 2010” <br />May 2010 R...
Bob Johnson Consulting, LLC<br />18<br />New 2010 questions, 18+ years…<br />Do you use your phone to…<br />Send a photo o...
Bob Johnson Consulting, LLC<br />19<br />“Young adults” 18 to 29…<br />Heavy use of “mobile” in many areas…<br />Send/rece...
Bob Johnson Consulting, LLC<br />20<br />2. E-Expectations Survey 2010<br />College bound high school seniors<br />Noel-Le...
Bob Johnson Consulting, LLC<br />21<br />Mobile-related findings…<br />24% would drop a college after a poor web experienc...
Bob Johnson Consulting, LLC<br />22<br />Most desired interactive tasks…<br />The top 4 favored online tasks:<br />Online ...
Bob Johnson Consulting, LLC<br />23<br />Text vs. email messages…<br />70% will give an email address to a college<br />43...
Bob Johnson Consulting, LLC<br />24<br />3. Jakob Nielsen<br /> “Mobile User Experience Is Miserable” <br />July 2009 Aler...
Bob Johnson Consulting, LLC<br />25<br />Main mobile challenges…<br />4 major problems<br />Small screens<br />Awkward inp...
Bob Johnson Consulting, LLC<br />26<br />Reason for optimism…<br />Task success was higher at sites designed for mobile ac...
4. Customer Centric Index (CCI) web visitor surveys in 2011<br />“If we had mobile application, what kinds of information ...
Private university… 259 responses <br />Bob Johnson Consulting, LLC<br />28<br />
Community college… 717 responses<br />Bob Johnson Consulting, LLC<br />29<br />
Bob Johnson Consulting, LLC<br />30<br />Part III: Mobile Marketing in Higher Education<br />
Bob Johnson Consulting, LLC<br />31<br />1. Direct marketing focus…<br />Inquiries from mobile at Kettering University<br />
Bob Johnson Consulting, LLC<br />32<br />The first image… while it loads<br />
Bob Johnson Consulting, LLC<br />33<br />At the site… who fits at Kettering<br />
Bob Johnson Consulting, LLC<br />34<br />Very simple enrollment inquiry…<br />
Bob Johnson Consulting, LLC<br />35<br />Immediate email response…<br />
Bob Johnson Consulting, LLC<br />36<br />Email links to admissions entry page…http://www.kettering.edu/futurestudents/<br />
Bob Johnson Consulting, LLC<br />37<br />2. Task oriented home page design…<br />Focus on internal & external users is a s...
Bob Johnson Consulting, LLC<br />38<br />A task-oriented home page…<br />
Bob Johnson Consulting, LLC<br />39<br />No “finger flicking” here…<br />
Bob Johnson Consulting, LLC<br />40<br />Easy to scan academic majors…<br />
Bob Johnson Consulting, LLC<br />41<br />Clean, simple program page…<br />
Bob Johnson Consulting, LLC<br />42<br />3. Text messaging to increase enrollment conversion…<br />Text messaging each mon...
Marketing potential of texting…<br /><ul><li>Identify most promising early inquiries
Increase conversion of a group with high conversion potential</li></ul>Bob Johnson Consulting, LLC<br />43<br />
Bob Johnson Consulting, LLC<br />44<br />Key: Opt-in database…http://www.stmarytx.edu/admission/?go=mobileupdates<br />
Bob Johnson Consulting, LLC<br />45<br />High interest students said “OK”…<br />% of inquiries opting for text updates…<br...
Bob Johnson Consulting, LLC<br />46<br />Yield: Inquiry to Applicant<br />Percent who applied<br />Inquiries who opted-in ...
Bob Johnson Consulting, LLC<br />47<br />Yield: Inquiry to Deposit<br />Percent who deposited<br />Overall inquiries<br />...
Bob Johnson Consulting, LLC<br />48<br />Not yet applied for admission…<br />“Be early, catch the worm. Submit ur admissio...
Bob Johnson Consulting, LLC<br />49<br />Join our online community…<br />“Cre8 a profile on the St Marys online community ...
Bob Johnson Consulting, LLC<br />50<br />FAFSA priority deadline…<br />“This is last weekend 2 finish priority FAFSA. Go 2...
Bob Johnson Consulting, LLC<br />51<br />Merit scholarship award…<br />“Bob, UR hard work has paid off! Congrats on gettin...
Bob Johnson Consulting, LLC<br />52<br />Register for Orientation…<br />“Bob, R u ready 4 Orientation? Sign-up is now open...
Bob Johnson Consulting, LLC<br />53<br />Part IV: Future Mobile Marketing Perils<br />Legal & Technical<br />
Bob Johnson Consulting, LLC<br />54<br />Continuing provider challenges…<br />Multiple providers build “walled gardens”…<b...
Bob Johnson Consulting, LLC<br />55<br />Legal challenges…<br />Must have consent for SMS messages<br />Even if someone ha...
Bob Johnson Consulting, LLC<br />56<br />Technical challenges…<br />Usability…<br />Visitor experience will determine succ...
Management challenges…<br />Content… <br />Content is added to websites, seldom removed<br />Most web content is irrelevan...
Bob Johnson Consulting, LLC<br />58<br />Video challenges…<br />Might be an important element, but…<br />Data plane expens...
Bob Johnson Consulting, LLC<br />59<br />Part IV:Sources of Information to Follow<br />
Bob Johnson Consulting, LLC<br />60<br />Mobile Marketing Association…http://mmaglobal.com/policies<br />
Bob Johnson Consulting, LLC<br />61<br />Mobile Marketer… http://www.mobilemarketer.com/<br />
Bob Johnson Consulting, LLC<br />62<br />Mongoose Research…http://www.mongooseresearch.com/<br />
Bob Johnson Consulting, LLC<br />63<br />Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/<br />
Bob Johnson Consulting, LLC<br />64<br />Bob Johnson’s marketing blog…http://www.bobjohnsonblog.com/mobile-marketing/<br />
Bob Johnson Consulting, LLC<br />65<br />Mobile in Higher Ed blog…http://www.dmolsen.com/mobile-in-higher-ed/<br />
Bob Johnson Consulting, LLC<br />66<br />MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/<br />
Bob Johnson Consulting, LLC<br />67<br />Thank You!Bob Johnson, Ph.D.PresidentBob Johnson Consulting, LLCMarshall, MI 4906...
Mobile Communication Challenges in Higher Education: Issues, Peril, Potential
Mobile Communication Challenges in Higher Education: Issues, Peril, Potential
Mobile Communication Challenges in Higher Education: Issues, Peril, Potential
Mobile Communication Challenges in Higher Education: Issues, Peril, Potential
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Mobile Communication Challenges in Higher Education: Issues, Peril, Potential

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Why should marketing resources in higher education be invested in mobile communications? This pre-conference tutorial explores the major issues from mobile apps vs. mobile websites to the simplicity of web design to top tasks for mobile and more. Research findings and examples from higher education websites are used throughout.

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Mobile Communication Challenges in Higher Education: Issues, Peril, Potential

  1. 1. Bob Johnson Consulting, LLC<br />1<br />Mobile Communication Challenges in Higher Education: Issues, Perils, Potential©Robert E. Johnson, Ph.D. 2011<br />J.Boye Philadelphia 2011 - #jboye11<br />May 3-5, 2011<br />Philadelphia, PA<br />
  2. 2. 2<br />Who is Bob Johnson, Ph.D.?www.bobjohnsonconsulting.com<br />2<br />Bob Johnson Consulting, LLC<br />Website research… partner w/Gerry McGovern at Customer Carewords, Ltd<br />“Your Higher Education Marketing Newsletter”… 4,100 subscribers<br />@highedmarketing… 3,600 Twitter followers<br />“Higher Education Marketing” blog<br />Symposium for the Marketing of Higher Education… chair, 1994 to 2003<br />Ph.D. UMass Amherst… political science<br />
  3. 3. Part I: An Overview<br />Bob Johnson Consulting, LLC<br />3<br />
  4. 4. Bob Johnson Consulting, LLC<br />4<br />6 perils with anything online…<br />People are impatient<br />People are impatient<br />People are impatient<br />People are impatient<br />People are impatient<br />People are impatient<br />Bob Johnson Consulting, LLC<br />
  5. 5. Bob Johnson Consulting, LLC<br />5<br />Key Strategy Issue:<br /><ul><li>Why should I put scarce resources into mobile marketing?</li></li></ul><li>Bob Johnson Consulting, LLC<br />6<br />Peril & potential in the answer…<br /><ul><li>Website experience shapes brand perception…</li></li></ul><li>Bob Johnson Consulting, LLC<br />7<br />Major reason people go to any website…<br /><ul><li>Complete a task</li></li></ul><li>Bob Johnson Consulting, LLC<br />8<br />Top task challenges for recruitment?<br />Find academic program list<br />Get net cost information<br />Register for a campus visit<br />Inquire about enrollment<br />Apply online<br />Check application status<br />Get to campus<br />
  6. 6. Bob Johnson Consulting, LLC<br />9<br />Mobile App vs. Mobile Website<br />Mobile App<br />Different apps for different devices<br />How will people find your app?<br />Not easy to update<br />Higher performance possible/Easier use<br />Mobile Website<br />Access from any mobile device<br />Can find using “search”<br />Easy to update<br />Will perform as well as you build it/Not great right now<br />
  7. 7. Bob Johnson Consulting, LLC<br />10<br />The Golden Rule…<br /><ul><li>5 seconds to connect</li></li></ul><li>Bob Johnson Consulting, LLC<br />11<br />Growing expectation…<br /><ul><li>A “mobile friendly” website</li></li></ul><li>Not “mobile friendly”…<br />Bob Johnson Consulting, LLC<br />12<br />
  8. 8. Bob Johnson Consulting, LLC<br />13<br />Make things easy on mobile is a special challenge…<br />“The Internet should work like it does on PC screens.”<br />
  9. 9. Bob Johnson Consulting, LLC<br />14<br />Can we meet this challenge?<br />“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.” <br />Robert Z. Samuels, director of mobile product development, New York Times<br />
  10. 10. Bob Johnson Consulting, LLC<br />15<br />The NY Times on mobile…<br />
  11. 11. Bob Johnson Consulting, LLC<br />16<br />Part II:Tales from the Research<br />(1) Pew Internet & American Life Project, <br />(2) E-Expectations,(3) Jakob Nielsen, <br />(4) CCI web visitor surveys<br />
  12. 12. Bob Johnson Consulting, LLC<br />17<br />1. Pew Internet & American Life Project<br />“Mobil Access 2010” <br />May 2010 Research Report<br />http://bit.ly/cqxi6D<br />
  13. 13. Bob Johnson Consulting, LLC<br />18<br />New 2010 questions, 18+ years…<br />Do you use your phone to…<br />Send a photo or video? 54%<br />Access a social networking site?23%<br />Watch a video? 20%<br />Purchase a product? 11%<br />Give to a charity? 11%<br />
  14. 14. Bob Johnson Consulting, LLC<br />19<br />“Young adults” 18 to 29…<br />Heavy use of “mobile” in many areas…<br />Send/receive text messages… 95%<br />Take a photo.. 93%<br />Access Internet… 65%<br />Send/receive email… 52%<br />Use social networking site… 48%<br />Still low in some areas<br />Purchased a product… 20%<br />
  15. 15. Bob Johnson Consulting, LLC<br />20<br />2. E-Expectations Survey 2010<br />College bound high school seniors<br />Noel-Levitz & friends<br />http://bit.ly/dvQldm <br />
  16. 16. Bob Johnson Consulting, LLC<br />21<br />Mobile-related findings…<br />24% would drop a college after a poor web experience<br />Most desired content:<br />Information on academics… 54%<br />List of academic programs… 28%<br />Cost related information… 30%<br />Surprise? <br />23% have searched college websites from smartphones◄<br />
  17. 17. Bob Johnson Consulting, LLC<br />22<br />Most desired interactive tasks…<br />The top 4 favored online tasks:<br />Online application… 91%<br />Campus visit request form… 77%<br />Cost calculator… 68%◄<br />Online course catalog… 67%◄<br />
  18. 18. Bob Johnson Consulting, LLC<br />23<br />Text vs. email messages…<br />70% will give an email address to a college<br />43% as an inquiry<br />36% as an applicant<br />78% use text messaging<br />67% said no contact from colleges<br />15% said text OK from an admissions rep they were working with◄<br />
  19. 19. Bob Johnson Consulting, LLC<br />24<br />3. Jakob Nielsen<br /> “Mobile User Experience Is Miserable” <br />July 2009 Alertbox<br />http://www.useit.com/alertbox/mobile-usability.html<br />
  20. 20. Bob Johnson Consulting, LLC<br />25<br />Main mobile challenges…<br />4 major problems<br />Small screens<br />Awkward input<br />Slow downloads<br />Poor design for mobile<br />Impact on task completion<br />80% success on regular websites from a PC<br />59% success from a mobile phone<br />
  21. 21. Bob Johnson Consulting, LLC<br />26<br />Reason for optimism…<br />Task success was higher at sites designed for mobile access…<br />64% task completion at “sites for mobile”<br />53 % task completion at regular websites<br />Larger screen = more success<br />Regular cell phones… 38% success<br />Regular smartphones… 55% success<br />Touch screen phones… 75% success◄<br />
  22. 22. 4. Customer Centric Index (CCI) web visitor surveys in 2011<br />“If we had mobile application, what kinds of information would you like to access or tasks would you like to complete…”?<br />Bob Johnson Consulting, LLC<br />27<br />
  23. 23. Private university… 259 responses <br />Bob Johnson Consulting, LLC<br />28<br />
  24. 24. Community college… 717 responses<br />Bob Johnson Consulting, LLC<br />29<br />
  25. 25. Bob Johnson Consulting, LLC<br />30<br />Part III: Mobile Marketing in Higher Education<br />
  26. 26. Bob Johnson Consulting, LLC<br />31<br />1. Direct marketing focus…<br />Inquiries from mobile at Kettering University<br />
  27. 27. Bob Johnson Consulting, LLC<br />32<br />The first image… while it loads<br />
  28. 28. Bob Johnson Consulting, LLC<br />33<br />At the site… who fits at Kettering<br />
  29. 29. Bob Johnson Consulting, LLC<br />34<br />Very simple enrollment inquiry…<br />
  30. 30. Bob Johnson Consulting, LLC<br />35<br />Immediate email response…<br />
  31. 31. Bob Johnson Consulting, LLC<br />36<br />Email links to admissions entry page…http://www.kettering.edu/futurestudents/<br />
  32. 32. Bob Johnson Consulting, LLC<br />37<br />2. Task oriented home page design…<br />Focus on internal & external users is a special challenge…<br />
  33. 33. Bob Johnson Consulting, LLC<br />38<br />A task-oriented home page…<br />
  34. 34. Bob Johnson Consulting, LLC<br />39<br />No “finger flicking” here…<br />
  35. 35. Bob Johnson Consulting, LLC<br />40<br />Easy to scan academic majors…<br />
  36. 36. Bob Johnson Consulting, LLC<br />41<br />Clean, simple program page…<br />
  37. 37. Bob Johnson Consulting, LLC<br />42<br />3. Text messaging to increase enrollment conversion…<br />Text messaging each month as the recruitment cycle unfolds<br />
  38. 38. Marketing potential of texting…<br /><ul><li>Identify most promising early inquiries
  39. 39. Increase conversion of a group with high conversion potential</li></ul>Bob Johnson Consulting, LLC<br />43<br />
  40. 40. Bob Johnson Consulting, LLC<br />44<br />Key: Opt-in database…http://www.stmarytx.edu/admission/?go=mobileupdates<br />
  41. 41. Bob Johnson Consulting, LLC<br />45<br />High interest students said “OK”…<br />% of inquiries opting for text updates…<br />4% (1,416 of 35,606)<br />% of applicants opting for text updates…<br />42% (1,140 of 3,720)<br />% of deposits opting for text updates…<br />47% (269 of 578)<br />
  42. 42. Bob Johnson Consulting, LLC<br />46<br />Yield: Inquiry to Applicant<br />Percent who applied<br />Inquiries who opted-in for text updates<br />Overall inquiries<br />46<br />Bob Johnson Consulting, LLC<br />
  43. 43. Bob Johnson Consulting, LLC<br />47<br />Yield: Inquiry to Deposit<br />Percent who deposited<br />Overall inquiries<br />Inquiries who opted-in for text updates<br />47<br />Bob Johnson Consulting, LLC<br />
  44. 44. Bob Johnson Consulting, LLC<br />48<br />Not yet applied for admission…<br />“Be early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission.” <br />
  45. 45. Bob Johnson Consulting, LLC<br />49<br />Join our online community…<br />“Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waived!”<br />
  46. 46. Bob Johnson Consulting, LLC<br />50<br />FAFSA priority deadline…<br />“This is last weekend 2 finish priority FAFSA. Go 2 www.fafsa.ed.gov to submit b4 Mon Feb 15 to make sure we get results in time. StMary code is 003623” <br />
  47. 47. Bob Johnson Consulting, LLC<br />51<br />Merit scholarship award…<br />“Bob, UR hard work has paid off! Congrats on getting a merit scholarship! Learn more about financial aid at www.stmarytx.edu/finaid.”<br />
  48. 48. Bob Johnson Consulting, LLC<br />52<br />Register for Orientation…<br />“Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gateway.stmarytx.edu. We R lookin 4ward to seeing u on campus!” <br />
  49. 49. Bob Johnson Consulting, LLC<br />53<br />Part IV: Future Mobile Marketing Perils<br />Legal & Technical<br />
  50. 50. Bob Johnson Consulting, LLC<br />54<br />Continuing provider challenges…<br />Multiple providers build “walled gardens”…<br />Apple<br />Google <br />Blackberry<br />Microsoft<br /> Multiple standards for ads, apps, displays<br />More cost to implement mobile program<br />
  51. 51. Bob Johnson Consulting, LLC<br />55<br />Legal challenges…<br />Must have consent for SMS messages<br />Even if someone has already signed for email<br />Visible “small print” cost disclosures<br />Verizon agreed to 12 pt. font settlement<br />Likely: easy to find, understand “stop sending” option<br />
  52. 52. Bob Johnson Consulting, LLC<br />56<br />Technical challenges…<br />Usability…<br />Visitor experience will determine success<br />NY Times is right… “easy as access from a PC” is the goal<br />We are not there yet<br />But we are moving in that direction<br />Nielsen smartphone research is encouraging<br />
  53. 53. Management challenges…<br />Content… <br />Content is added to websites, seldom removed<br />Most web content is irrelevant to most people<br />Silly to make all “traditional” website content “mobile friendly”… no resources for that<br />But what content to leave behind?<br />Will that decision hinder mobile-friendly websites?<br />Bob Johnson Consulting, LLC<br />57<br />
  54. 54. Bob Johnson Consulting, LLC<br />58<br />Video challenges…<br />Might be an important element, but…<br />Data plane expense might limit use past “early adopters”<br />Video done for regular websites may not play well on smartphones<br />Video users will demand rapid play<br />
  55. 55. Bob Johnson Consulting, LLC<br />59<br />Part IV:Sources of Information to Follow<br />
  56. 56. Bob Johnson Consulting, LLC<br />60<br />Mobile Marketing Association…http://mmaglobal.com/policies<br />
  57. 57. Bob Johnson Consulting, LLC<br />61<br />Mobile Marketer… http://www.mobilemarketer.com/<br />
  58. 58. Bob Johnson Consulting, LLC<br />62<br />Mongoose Research…http://www.mongooseresearch.com/<br />
  59. 59. Bob Johnson Consulting, LLC<br />63<br />Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/<br />
  60. 60. Bob Johnson Consulting, LLC<br />64<br />Bob Johnson’s marketing blog…http://www.bobjohnsonblog.com/mobile-marketing/<br />
  61. 61. Bob Johnson Consulting, LLC<br />65<br />Mobile in Higher Ed blog…http://www.dmolsen.com/mobile-in-higher-ed/<br />
  62. 62. Bob Johnson Consulting, LLC<br />66<br />MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/<br />
  63. 63. Bob Johnson Consulting, LLC<br />67<br />Thank You!Bob Johnson, Ph.D.PresidentBob Johnson Consulting, LLCMarshall, MI 49068 248.766.6425 bob@bobjohnsonconsulting.comCustomer Carewords Website Research www.bobjohnsonconsulting.com<br />
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