Your SlideShare is downloading. ×
Rollins College Mobile Presentation: Lessons Learned
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Rollins College Mobile Presentation: Lessons Learned

576
views

Published on

Presented by Nick Friend and Nick Georgoudiou at the EduWeb Conference in San Antonio, August 2011.

Presented by Nick Friend and Nick Georgoudiou at the EduWeb Conference in San Antonio, August 2011.

Published in: Education, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
576
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Starting a Mobile Web Presence
    Lessons Learned from Rollins College
    Nick Friend | Director of Marketing, Emerging Media
    Nick Georgoudiou | Director of Web Strategy
  • 2. AGENDA
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
    BACKGROUND
    METRICS
    NEXT STEPS
    DEVELOPMENT
  • 3. BACKGROUND
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 4. About Rollins College
    Located in Winter Park, FL (Orlando Area)
    3,000 students (1,700 undergrad)
    #1 Master’s Level University in the South
    Over half of student body is from outside FL
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 5. Why Mobile?
    Source: Comscore, available at http://4.bp.blogspot.com/-0K6G6SGyAmQ/TZF1snnoiDI/AAAAAAAAWFs/XGGHWBmLFu8/s1600/mobile.png
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 6. Why Mobile?
    Age 55+
    Age 13-34
    Age 35-54
    Source: Comscore, available at http://3.bp.blogspot.com/-aXNtcWxcotA/Tf9refWg-qI/AAAAAAAAXMQ/Ch4G6f1h9S8/s1600/Smartphone-Demographics_April-2011.jpg
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 7. The Status Quo: Rollins.edu
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 8. Prospective Students: What do they want to know?
    Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students”
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 9. Prospective Students: What do they want to do?
    • 91% want an online application
    APPLY NOW
    • 77% Want a campus visit request form
    VISIT ROLLINS
    • 68% want a cost calculator
    COST OF ATTENDANCE
    • 67% want a course catalogue
    COURSE CATALOGUE
    Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students”
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 10. So what are our options?
    Mobile Website
    Native App
    Native App
    Vs.
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 11. App vs Web Site
    Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 12. Source: April 20, 2011, “The Interactive Brand Ecosystem” Forrester report.
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 13. DEVELOPMENT
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 14. Development
    Step1
    Step2
    Step3
    Ask the Right Questions
    • What will the site feature?
    • 15. How will we select content?
    • 16. Who are we focusing on?
    Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 17. Who are we doing this for?
    Current Students
    Prospective Students
    -or-
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 18. Separating Sites
    Current Students
    Prospective Students
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 19. Development
    Step2
    Step1
    Step3
    Look for Solutions
    Ask the Right Questions
    • What will the site feature?
    • 20. Build through our own CMS?
    • 21. How will we select content?
    • 22. Use an agency?
    • 23. Who are we focusing on?
    • 24. Use a web-based vendor?
    Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 25. Vendor Solution
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 26. Development
    Step2
    Step1
    Step3
    Look for Solutions
    Ask the Right Questions
    Build the site
    • Put ourselves in customer’s shoes
    • 27. What will the site feature?
    • 28. Build through our own CMS?
    • 29. How will we select content?
    • 30. Used research the validate our choices
    • 31. Use an agency?
    • 32. Who are we focusing on?
    • 33. Use a web-based vendor?
    • 34. Gave prospects what they needed
    Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 35. Site Implementation
    Marketing / Web Strategy
    ADMISSIONS
    UNDERGRAD
    GRADUATE
    Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 36. Building the Site
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 37. Best Practices
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 38. Getting Approval
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 39. Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 40. Potential Barriers
    Low understanding of the importance of mobile technologies
    Not everyone may be receptive
    Fear of loss of control of content/process
    BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS
  • 41. MEASURING SUCCESS
    BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS
  • 42. Measuring Success
    Currently looking at three performance factors*:
    Time spent per visit
    Number of pages visited
    Bounce rate
    * A significant amount of traffic (>50%) continues to visit the existing site via a mobile device.
    BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS
  • 43. Measuring Success
    Prospective student site results:
    Time spent per visit down 51%
    Number of pages visited down 8%
    Bounce rate up 1%
    Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS
  • 44. Measuring Success
    Current student site results:
    Time spent per visit down 26%
    Number of pages visited up 32%
    Bounce rate down 30%
    Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS
  • 45. WHAT’S NEXT?
    BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS
  • 46. Issues/Opportunities
    Straighten out event feeds
    Create additional forms
    Reassess content on prospective student site
    Additional success factors (% new visits, types of devices used, etc)
    Dedicated mobile landing pages with or without QR codes
    Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS
  • 47. Confidential and Proprietary - © Rollins College
    BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS
  • 48. Prospective Students: What do they want to know?
    Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students”
    BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS
  • 49. Questions??
    Nick FriendDirector of Marketing, Emerging Medianfriend@rollins.edu
    Nick GeorgoudiouDirector of Web Strategyngeorgoudiou@rollins.edu