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Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
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Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011

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Higher education marketing for student recruitment continues to face new challenges and opportunities in 2011, from a need for simpler web design to QR codes to text messaging. Review includes …

Higher education marketing for student recruitment continues to face new challenges and opportunities in 2011, from a need for simpler web design to QR codes to text messaging. Review includes examples from colleges and universities.

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  • 1. Mobile Marketing & Student Recruitment: What’s Hot & What’s Not in 2011 ©Robert E. Johnson, Ph.D. 2011 ACT Enrollment Planners Conference July 20-22 , 2011 Chicago, IL Bob Johnson Consulting, LLC
  • 2. Part I: Overview for 2011… and onward Bob Johnson Consulting, LLC
  • 3. Key Strategy Issue: <ul><li>Why should I put scarce resources into mobile marketing? </li></ul>Bob Johnson Consulting, LLC
  • 4. Peril & potential in the answer… <ul><li>Website experience shapes brand perception… </li></ul>Bob Johnson Consulting, LLC
  • 5. Growing expectation… <ul><li>A “mobile friendly” web presence </li></ul>Bob Johnson Consulting, LLC
  • 6. Major reason people go to any website… <ul><li>Complete a task </li></ul>Bob Johnson Consulting, LLC
  • 7. Top task challenges for recruitment… <ul><li>Find academic program list </li></ul><ul><li>Get net cost information </li></ul><ul><li>Register for a campus visit </li></ul><ul><li>Inquire about enrollment </li></ul><ul><li>Check application status </li></ul><ul><li>Get to campus </li></ul><ul><li>Apply online? </li></ul>Bob Johnson Consulting, LLC
  • 8. Mobile App vs. Mobile Website <ul><li>Mobile App </li></ul><ul><ul><li>Different apps for different devices </li></ul></ul><ul><ul><li>How will people find your app? </li></ul></ul><ul><ul><li>Not easy to update </li></ul></ul><ul><ul><li>Higher performance possible/Easier use </li></ul></ul><ul><li>Mobile Website </li></ul><ul><ul><li>Access from any mobile device </li></ul></ul><ul><ul><li>Can find using “search” </li></ul></ul><ul><ul><li>Easy to update </li></ul></ul><ul><ul><li>Will perform as well as you build it/Not great right now </li></ul></ul>Bob Johnson Consulting, LLC
  • 9. If you’re thinking about an app… Bob Johnson Consulting, LLC
  • 10. Main mobile challenges… Jakob Nielsen at http://bit.ly/iqAv8 <ul><li>4 major problems </li></ul><ul><ul><li>Small screens </li></ul></ul><ul><ul><li>Awkward input </li></ul></ul><ul><ul><li>Slow downloads </li></ul></ul><ul><ul><li>Poor design for mobile </li></ul></ul><ul><li>Impact on task completion </li></ul><ul><ul><li>80% success on regular websites from a PC </li></ul></ul><ul><ul><li>59% success from a mobile phone </li></ul></ul>Bob Johnson Consulting, LLC
  • 11. Meet challenges and success grows… <ul><li>Task success was higher at sites designed for mobile access… </li></ul><ul><ul><li>64% task completion at “sites for mobile” </li></ul></ul><ul><ul><li>53% task completion at regular websites </li></ul></ul><ul><li>Larger screen = more success </li></ul><ul><ul><li>Regular cell phones… 38% success </li></ul></ul><ul><ul><li>Regular smartphones… 55% success </li></ul></ul><ul><ul><li>Touch screen phones… 75% success ◄ </li></ul></ul>Bob Johnson Consulting, LLC
  • 12. Pew Internet on smartphones in 2011… http://pewinternet.org/Reports/2011/Smartphones.aspx <ul><li>35% of people 18+ have smartphones </li></ul><ul><li>25% of smartphone owners go online “mostly” with the phone </li></ul><ul><li>Highest smartphone ownership… </li></ul><ul><ul><li>Higher income (59% if $75+ family income) </li></ul></ul><ul><ul><li>More educated (48% with college degree) </li></ul></ul><ul><ul><li>Non-whites (44%) </li></ul></ul><ul><ul><li>Under age 45 (58% between 25 – 34 years) </li></ul></ul>Bob Johnson Consulting, LLC
  • 13. Part II: Designing for mobile… Bob Johnson Consulting, LLC
  • 14. The Golden Rule remains… <ul><li>5 seconds to connect </li></ul>Bob Johnson Consulting, LLC
  • 15. 3 approaches to a mobile site… http://bit.ly/nMPJSk <ul><li>Tweak your present website </li></ul><ul><ul><li>Automatic basic adjustments through a CSS </li></ul></ul><ul><li>Adaptive layout </li></ul><ul><ul><li>Changes your images and layout on your “traditional” site to fit a mobile screen </li></ul></ul><ul><ul><li>Works best if designed from the start to adapt </li></ul></ul><ul><li>Dedicated mobile website </li></ul><ul><ul><li>Most expensive solution </li></ul></ul><ul><ul><li>Best experience for visitors </li></ul></ul>Bob Johnson Consulting, LLC
  • 16. Build a new site version for mobile? <ul><li>“ Mobilize, don’t miniaturize”… anon. ◄ </li></ul><ul><ul><li>“ Generally speaking the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site.” </li></ul></ul><ul><ul><ul><li>Drew Stevenson, University of Minnesota, 2010 </li></ul></ul></ul><ul><li>Mobile web best practices from W3C </li></ul><ul><ul><li>http://www.w3.org/TR/mobile-bp/ </li></ul></ul>Bob Johnson Consulting, LLC
  • 17. Basic design rule for mobile… <ul><li>Keep things simple… </li></ul>Bob Johnson Consulting, LLC
  • 18. Beware the iPhone trap… <ul><li>iPhone can display your traditional web pages </li></ul><ul><li>But in a size that nobody can read without finger flicking </li></ul><ul><li>Goal: no finger flicking </li></ul>Bob Johnson Consulting, LLC
  • 19. Keep graphics small & relevant… <ul><li>No room (or need) on mobile pages for graphics not directly related to the content </li></ul><ul><li>Make sure key content areas are immediately visible </li></ul>Bob Johnson Consulting, LLC
  • 20. Long links = easier mobile navigation… <ul><li>3 to 5 word links are easier to touch </li></ul><ul><li>Avoid one word links </li></ul><ul><ul><li>And especially a series of one word links one after another </li></ul></ul>Bob Johnson Consulting, LLC
  • 21. The NY Times goal for mobile… “ The Internet should work like it does on PC screens.” Bob Johnson Consulting, LLC
  • 22. Can we meet this challenge? <ul><li>“ 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.” </li></ul><ul><ul><li>Robert Z. Samuels, director of mobile product development, New York Times </li></ul></ul>Bob Johnson Consulting, LLC
  • 23. The NY Times on mobile… Bob Johnson Consulting, LLC
  • 24. Part III: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
  • 25. 1. Direct marketing focus… Inquiries from mobile at Kettering University Bob Johnson Consulting, LLC
  • 26. The first image… while it loads Bob Johnson Consulting, LLC
  • 27. At the site… who fits at Kettering Bob Johnson Consulting, LLC
  • 28. Very simple enrollment inquiry… Bob Johnson Consulting, LLC
  • 29. Immediate email response… Bob Johnson Consulting, LLC
  • 30. Email links to admissions entry page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
  • 31. 2. Task oriented home page design… Focus on internal & external users is a special challenge… Bob Johnson Consulting, LLC
  • 32. A task-oriented home page… Bob Johnson Consulting, LLC
  • 33. No “finger flicking” here… Bob Johnson Consulting, LLC
  • 34. Easy to scan academic majors… Bob Johnson Consulting, LLC
  • 35. Clean, simple program page… Bob Johnson Consulting, LLC
  • 36. 3. Text messaging option Find high interest inquiries early in the recruitment cycle…… St. Mary’s University, TX Bob Johnson Consulting, LLC
  • 37. High interest students: 2010… <ul><li>% of inquiries opting for text updates… </li></ul><ul><ul><li>3.9% (1,416 of 35,606) </li></ul></ul><ul><li>% of applicants opting for text updates… </li></ul><ul><ul><li>30.6% (1,140 of 3,720) </li></ul></ul><ul><li>% of deposits opting for text updates… </li></ul><ul><ul><li>46.5% (269 of 578) </li></ul></ul>Bob Johnson Consulting, LLC
  • 38. High interest students: 2011… <ul><li>% of inquiries opting for text updates… </li></ul><ul><ul><li>4.8% (1,923 of 40,246) </li></ul></ul><ul><li>% of applicants opting for text updates… </li></ul><ul><ul><li>13.5% (593 of 4,387) </li></ul></ul><ul><li>% of deposits opting for text updates… </li></ul><ul><ul><li>55.6% (385 of 692) </li></ul></ul>Bob Johnson Consulting, LLC
  • 39. 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
  • 40. 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
  • 41. Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC
  • 42. Key: Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
  • 43. Not yet applied for admission… <ul><li>“ Be early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission.” </li></ul>Bob Johnson Consulting, LLC
  • 44. Join our online community… <ul><li>“ 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!” </li></ul>Bob Johnson Consulting, LLC
  • 45. FAFSA priority deadline… <ul><li>“ 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” </li></ul>Bob Johnson Consulting, LLC
  • 46. Merit scholarship award… <ul><li>“ Bob, UR hard work has paid off! Congrats on getting a merit scholarship! Learn more about financial aid at www.stmarytx.edu/finaid.” </li></ul>Bob Johnson Consulting, LLC
  • 47. Register for Orientation… <ul><li>“ 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!” </li></ul>Bob Johnson Consulting, LLC
  • 48. Other message samples… <ul><li>“ Come visit during ur holiday break! Weekday tours and visits available through Dec 22. Call 800-367-7868 or email uadm@stmarytx.edu 2 schedule.” </li></ul><ul><li>“ Happy 2010! May U have 12 months of happiness, 52 wks of fun, 365 days of laughter, 8760 hrs of luck, 525600 mins of joy, 31536000 seconds of success.” </li></ul>Bob Johnson Consulting, LLC
  • 49. 4. QR Codes Using in print advertising… A place in view books, printed recruitment pieces, college fair exhibits Bob Johnson Consulting, LLC
  • 50. QR code caveats… <ul><li>Most people do not have QR code readers on their smartphones </li></ul><ul><ul><li>Give them a URL to download a reader </li></ul></ul><ul><ul><li>http://bako.do/ </li></ul></ul><ul><li>Don’t use them where people can’t use their phones </li></ul><ul><ul><li>Subways </li></ul></ul><ul><ul><li>Airplane magazines? </li></ul></ul>Bob Johnson Consulting, LLC
  • 51. How people use QR codes… http://bit.ly/lpcggL <ul><li>In February, 2011… </li></ul><ul><ul><li>Get coupons…………… 53% </li></ul></ul><ul><ul><li>Access more information… 52% </li></ul></ul><ul><ul><li>Sign up for more info……. 26% </li></ul></ul><ul><ul><li>Access video….. 24% </li></ul></ul><ul><ul><li>Access social media site… 23% </li></ul></ul>Bob Johnson Consulting, LLC
  • 52. If you use QR codes… Essential to create a mobile friendly landing page for quick scan… 2 Sky magazine May 2011 examples Bob Johnson Consulting, LLC
  • 53. Not-so-good landing page… Bob Johnson Consulting, LLC
  • 54. Mobile friendly landing page… Bob Johnson Consulting, LLC
  • 55. Get started here… http://en.wikipedia.org/wiki/QR_cod e Bob Johnson Consulting, LLC
  • 56. Experiment at places like this… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
  • 57. Part IV: Future Mobile Marketing Perils Legal & Technical Bob Johnson Consulting, LLC
  • 58. Continuing provider challenges… <ul><li>Multiple providers build “walled gardens”… </li></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Blackberry </li></ul></ul><ul><ul><li>Microsoft </li></ul></ul><ul><li>Multiple standards for ads, apps, displays </li></ul><ul><ul><li>More cost to implement mobile program </li></ul></ul>Bob Johnson Consulting, LLC
  • 59. Legal challenges… <ul><li>Must have consent for SMS messages </li></ul><ul><ul><li>Even if someone has already signed for email </li></ul></ul><ul><li>Visible “small print” cost disclosures </li></ul><ul><ul><li>Verizon agreed to 12 pt. font settlement </li></ul></ul><ul><li>Likely: easy to find, understand “stop sending” option </li></ul>Bob Johnson Consulting, LLC
  • 60. Technical challenges… <ul><li>Usability… </li></ul><ul><ul><li>Visitor experience will determine success </li></ul></ul><ul><ul><li>NY Times is right… “easy as access from a PC” is the goal </li></ul></ul><ul><ul><li>We are not there yet </li></ul></ul><ul><ul><li>But we are moving in that direction </li></ul></ul><ul><ul><li>Nielsen smartphone research is encouraging </li></ul></ul>Bob Johnson Consulting, LLC
  • 61. Management challenges… <ul><li>Content… </li></ul><ul><ul><li>Content is added to websites, seldom removed </li></ul></ul><ul><ul><li>Most web content is irrelevant to most people </li></ul></ul><ul><ul><li>Silly to make all “traditional” website content “mobile friendly”… no resources for that </li></ul></ul><ul><ul><li>But what content to leave behind? </li></ul></ul><ul><ul><li>Will that decision hinder mobile-friendly websites? </li></ul></ul>Bob Johnson Consulting, LLC
  • 62. Video challenges… <ul><li>Might be an important element, but… </li></ul><ul><ul><li>Data plane expense might limit use past “early adopters” </li></ul></ul><ul><ul><li>Video done for regular websites may not play well on smartphones </li></ul></ul><ul><ul><li>Video users will demand rapid play </li></ul></ul>Bob Johnson Consulting, LLC
  • 63. Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
  • 64. Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
  • 65. Mobile Marketer… http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
  • 66. Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
  • 67. Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
  • 68. Mongoose Research… http://www.mongooseresearch.com/ Bob Johnson Consulting, LLC
  • 69. Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/ Bob Johnson Consulting, LLC
  • 70. MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
  • 71. 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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