Beyond Responsive: Engaging Your Mobile Constituents
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The mobile marketing environment, trends, opportunities, and to dos for higher ed marketers. Delivered with Steve Rittler of AlumnIQ at CASE District II conference Feb. 2, 2015
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Beyond Responsive: Engaging Your Mobile Constituents
- 1. Beyond Responsive: Engaging Your Mobile Constituents Steve Rittler, CounterMarch Systems + AlumnIQ | @scrittler Matt Lindsay, George Washington University | @lindsam8
- 3. Today’s Goals • 5 Keys to Mobile Success • What’s Next in Mobile • Actionable Next Steps
- 4. 5 Keys to Mobile Success 1) Constituent 2) Content 3) Channels 4) Community 5) Conversions
- 6. Focus on User Experience
- 7. Analytics
- 8. What Happens to Feedback? constituent feedback
- 9. User Testing
- 10. Test, Measure, Repeat It is hard to say no to a Executive idea… Testing is great because you can get the most important person's opinion: The Customer's. Avinash Kaushik kaushik.net By Noel Reynolds / CC BY 2.0 via Wikimedia Commons
- 12. #2 Creating Engaging + Shareable Content
- 13. Write Less, Show More http://xkcd.com/688/
- 14. Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. • Beginner’s Guide to Buying Gym Equipment [Ebook] • New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] • Gym Equipment Budget Template [Excel spreadsheet] • Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet] • Request a quote • Phone assessment of equipment needs Jimmy Gym Owner 5 Hubspot Content Mapping Template http://blog.hubspot.com/marketing/content-mapping- template-personalize-marketing
- 15. Content, and Context, Rule
- 16. #3 Leveraging Existing and New Channels
- 17. It’s Not Mobile Web vs. App http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report
- 18. It’s Not Mobile Web vs. App http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report
- 19. Mobile Email Readership is the Norm
- 20. First Promotions, Now This!
- 21. Growth in Mobile Web Sessions Device Category Sessions % Sessions desktop 22,474 75.0% mobile 5,549 18.5% tablet 1,953 6.5% TOTAL 29,976 Device Category Sessions % Sessions desktop 25,848 68.0% mobile 10,004 26.3% tablet 2,171 5.7% TOTAL 38,023 January 2015 January 2014
- 22. Social is Mobile, Mobile is Social
- 24. Building Community with UGC
- 25. Deliver Value, Not Talking Points http://xkcd.com/773
- 28. EMAIL SOCIAL APP SEARCH Digital Considerations Acquisition Behavior Outcomes REVENUE DATA ENGAGE AWARENESS
- 29. Digital KPI Conversion Rate Abandons Conversions Gift 38.3% 61.7% Abandons Conversions Event Reg. 27.4% 72.6% Abandons Conversions Contact Update 31.1% 68.9% Abandons Conversions 53.5% 46.5% Portal Login Abandons Conversions Volunteer Sign Up 55.8% 44.2%
- 30. Growth in Mobile Web Sessions Device Category Sessions % Sessions desktop 22,474 75.0% mobile 5,549 18.5% tablet 1,953 6.5% TOTAL 29,976 Device Category Sessions % Sessions desktop 25,848 68.0% mobile 10,004 26.3% tablet 2,171 5.7% TOTAL 38,023 January 2015 January 2014
- 31. Growth in Mobile Conversions? January 2015 January 2014
- 32. What’s Next In Mobile • Wearables • Digital and physical converge • Contextually aware and personalized
- 33. Mobile Was
- 34. Mobile Is
- 35. What’s Next?
- 36. Wearables
- 37. Digital and Personal Converge www.bit.ly/islsmachines
- 39. Contextually Aware and Personalized
- 42. What To Do Wednesday 10 Actionable Next Steps
- 43. #1 List Key Constituent Experiences Basic – Must Do https://solutions.forrester.com/mobile
- 44. #2 Capture Metrics By Channel / Vehicle Basic – Must Do
- 45. #3 Mobile-Optimize Templates and Test Basic – Must Do
- 46. #4 Responsive Website Intermediate – Can Do
- 47. #5 Event-Specific Mobile App / Sites Intermediate – Can Do
- 48. #6 Website + App on Common Database Advanced – Should Do www.evertrue.com/blog/2014/03/14/advancement-office-2015/
- 49. #7 Metrics Drive Insights and Segmentation Advanced – Should Do http://www.kaushik.net/avinash/create-analysis-ninjas-data-driven-cultures/
- 50. #8 Virtual + Physical Complement Programs Advanced – Should Do
- 51. #9 Giving + Event Reg with a Patient Thumb Advanced – Should Do
- 52. #10 Networking is Pervasive Advanced – Should Do
- 53. Thank You! Steve Rittler, CounterMarch Systems + AlumnIQ | @scrittler Matt Lindsay, George Washington University | @lindsam8
Editor's Notes
- Your mobile usage vs general industry Your device usage
- A complaint is an opportunity to investigate further We all know Also difficult in a digital setting when limited information provided…”I can’t replicate it”
- Every project you are working on is an opportunity to test, or at least measure
- Challenges; what we need to consider and optimize for re: user experience
- Data for FY14, Q2 Highlights 63% increase in online gifts from Q2 – FY13, despite lower conversion rate Giving Diversified: December represented 45% of online gifts this fiscal year-to-date compared to 58% of online gifts in fy13; Event Registrations remained steady despite over 25% of registrations in Q1 attributed to Alumni Weekend Missing chart = Digital Conversions by primary source (web, email, social, mobile)
- Mobile Will Be? Clockwise from Top Left Google Glass (cautionary tale?) Apple Watch Microsoft Hololens