Mobile Strategy for Business Schools

2,429 views

Published on

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,429
On SlideShare
0
From Embeds
0
Number of Embeds
1,022
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Always ask yourself this important question – how are people experiencing my brand through social mediaScrolling colleges with my cousin recently on his iPhone while we were waiting for the train…
  • *out of 77 schools w/ numbered rankings 1-75, some schools are ranked same (ex. Rice University, Notre Dame, Ohio State, UW-Madison, and Vanderbilt are all ranked 25)General B-School App (not Reunion, or Alumni, or Magazine Apps) 13/77 schools Mobile Web : Accessed directly from my iPhone, so redirected mobile web sites = 17/77 Responsive Web Design: elements that shifted and responded to resizing of my browser = 9/77----- Meeting Notes (3/7/13 11:59) -----move this to beneath - look at where the industry is - copyright Eduvantis -
  • Marketing angle – be more connected on our campus78% of people sleep with their smartphones by their beds
  • Meet your prospective students where they are - Link to mobile optimized content – speak about each of these tacticsTexting popular in undergraduate recruiting -
  • It’s also important to ask members of your community what content they would like to see – in order to continue adding value you need to make sure you have useful functionality.
  • *out of 77 schools w/ numbered rankings 1-75, some schools are ranked same (ex. Rice University, Notre Dame, Ohio State, UW-Madison, and Vanderbilt are all ranked 25)General B-School App (not Reunion, or Alumni, or Magazine Apps) 13/77 schools Mobile Web : Accessed directly from my iPhone, so redirected mobile web sites = 17/77 Responsive Web Design: elements that shifted and responded to resizing of my browser = 9/77----- Meeting Notes (3/7/13 11:59) -----move this to beneath - look at where the industry is - copyright Eduvantis -
  • ----- Meeting Notes (3/7/13 11:59) -----are institutions making these decisions independently - how do undergraduate - does your institution have a mobile app - what is your institutions mobile experience?mobile in general highere education -
  • Graphs/Charts depicting starting salary & signing bonuses for MBA grads optimized for mobile viewing
  • Graphs/Charts depicting starting salary & signing bonuses for MBA grads optimized for mobile viewing
  • Two different ways to target alumni -
  • ----- Meeting Notes (3/7/13 11:59) -----what are their dimensions of mobile -
  • You are most likely missing potential leads – because people can’t find the content that they want to from their mobile device
  • As marketers drive the discussion with your IT team – tell them what you need!
  • There is not a magic solution – but your stakeholder demands are changing and as an institution it is critical to meet them where they are. This will inevitably lead to more leads and a better brand experience.
  • Mobile Strategy for Business Schools

    1. 1. The Hyper ConnectedConsumer and theMobile ExperienceGrant SabatierVP Digital StrategyAACSB B-SchoolCommunications andDevelopment Symposium
    2. 2. E D U V A N T I S 2Today’s SessionWhy you need a mobile strategyThe expectations of the mobileconsumerThe blueprint for a successfulbusiness school mobile strategyBusiness school mobile bestpractices
    3. 3. E D U V A N T I S 3MOBILE DEVICES are Important LensesSO HOW ARE PEOPLE EXPERIENCINGYOUR BRAND?
    4. 4. E D U V A N T I S 4iPad: Fastest Adoption Rate in Historyover 100 million sold
    5. 5. E D U V A N T I S 5Business School Mobile Traffic20%5%2010 Feb 2013
    6. 6. The Top 100 Ranked US NewsBusiness Schools on Mobile22%78%Mobile WebsiteYesNo17%83%Mobile AppYesNo6E D U V A N T I S© Eduvantis 2013
    7. 7. The Hyper-Connected US Business SchoolProspective and Current Student in 201318-35 years old• 39% own a tablet• 74% own a smartphone• 86% go online with phones• 77% check phone at leastonce an hour• 48% use mobile device asprimary way to use the internetSource: Pew Internet & American Life Project7E D U V A N T I S
    8. 8. E D U V A N T I SExpectations of the Mobile Consumer• Desire convenience and ease of use• Easy access to key information• Want to be able to easily share andsend info through email or socialnetworks• Expect to sign up, connect, or requestmore information through mobile
    9. 9. E D U V A N T I S 9The Six Dimensions of Mobile MarketingWebsitesEmailAppsTextingPaidAdsSocialMedia
    10. 10. The Mobile Strategy Blueprintfor Business Schools10 Steps
    11. 11. E D U V A N T I S 111. Define your target stakeholder groups andprioritize the most important mobile contentProspectiveStudentsCurrentStudentsAlumni Recruiters• ProgramInformation• Admissions/ApplicationInformation• Student LifeContent/SMLinks• Event Sign Up• Contact Form• Apply Now• ProgramInformation• CourseListings• News/Research• Student LifeContent/SMLinks• Directory• Campus Map• News/Research• AlumniCommunities• ReunionInformation• LifelongLearning• CareerNetwork• Donate• News/Research• Directory/Student Profiles• TargetedContent• EventCalendar
    12. 12. E D U V A N T I S 122. Mobile Website, Mobile App, or Both?Mobile Website: A version of an institution’sprimary website that is optimized to be viewed onmobile devices.Mobile App: A closed environment nativeapplication on either iOS of Android. Apps need tobe downloaded and are independently functioningdigital environments. Need to do things mobilewebsites cannot.
    13. 13. A Deeper Look at Mobile Apps• Users spend on average 82% of their mobile minutesengaging with apps, and 18% with web browsers• The average user downloads about 40 apps to theirphone and use 15 regularly• Smartphone apps fall into 5 categories– Games and Entertainment (42% of time spent on mobile)– Social Networks (31% of time spent on mobile)– Utilities (maps, clocks, calendars, email)– Discovery (apps like Yelp, TripAdvisor, and Flixster)– Brands (Nike, Red Bull, etc)Source: Harvard Business Review – March 2013
    14. 14. The Top 100 Ranked US NewsBusiness Schools on Mobile22%78%Mobile WebsiteYesNo17%83%Mobile AppYesNo14E D U V A N T I S© Eduvantis 2013
    15. 15. Business Schools with Mobile Apps
    16. 16. Business Schools with a Mobile Websites
    17. 17. Business Schools with a Mobile Appand Mobile Website
    18. 18. E D U V A N T I S 18Many of the Features and Uses of Mobile Appsand Mobile Websites are SimilarMobile App Mobile WebsiteNews ✓ ✓Requesting More Information/Contact Form ✓ ✓Apply Now ✓Visit/Event Registration ✓ ✓Search Courses ✓Directories ✓ ✓Campus Maps ✓ ✓Event Calendars ✓ ✓Social Links (FB, TW, LNKD, YT) ✓ ✓Alumni Information ✓Blogs ✓ ✓
    19. 19. E D U V A N T I S 19Test your site at howtogomo.com by Google
    20. 20. E D U V A N T I S 203. Create an entry point for each of your stakeholdergroups to target visitor flow/content appropriately
    21. 21. 214. Develop mobile apps and websites that areeasy to use and “create value for the user”Access (students only) course assignments/materialsand interact w/ colleagues & professors by postingcomments, docs, photos & videos through the UNCKenan Flagler AppSMU Cox Mobile Career Management center offerscareer tips, resume storage, calendar for on campusevents, and important links for job seekers
    22. 22. 22Develop mobile apps and websites that are easyto use, useful, and create value for the userConnect to anyone in the directory at ColumbiaBusiness School through email or phone, viewprofiles, and save contact information to phoneWharton offers information for recruiters through theirmobile website
    23. 23. E D U V A N T I S 23Alumni AppsUCLA Anderson Magazine - iPadHULT Alumni App
    24. 24. 245. Create calls to action for appropriatestakeholder groupsApply in 1 click to Columbia BusinessSchool through Mobile WebsiteRequest a brochure through Hultmobile website
    25. 25. 25Create calls to action for appropriate stakeholdergroupsRefer a prospective student or make adonation through the ThunderbirdiPhone AppSign up for a class visit, check yourapplication status, and engage onsocial media through the BerkeleyHaas iPhone App
    26. 26. 266. Support mobile engagement through geo-location, photos, videos, and social mediaUVA Darden campus walking tour through iPhone App
    27. 27. 27Support mobile engagement through geo-location, photos, videos, and social mediaLife@Insead allows students to explore around their threecampuses in Paris, Singapore, and Abu Dhabi
    28. 28. 287. Link appropriate content to mobile optimizedpages (ex. email, texting, and social media)
    29. 29. 298. Choose the right mobile developmentpath for your institution• Custom Mobile App ($5 - $15K)• Off the shelf solution (ex. BlackboardMobile) Cost: $1-$3K per year license.• Mobile Website Plugin through CMS(Potentially Free)
    30. 30. 309. Measure mobile impact and optimize• Google Analytics tracking – mobiletraffic, custom links showing device• Separate analytics profile for mobile withimportant engagement statistics linked toconversions (forms, applications, shares)• App Downloads
    31. 31. E D U V A N T I SIntegratedDigitalStrategyMobileMaps, Navigation, Search, Apps, Texting, EmailWebsite/CMSContent, Calls toAction, Landing PagesSocial Media/UserGeneratedContentUsers engaging with thebrand across platformsBusinessIntelligence/Web AnalyticsWhat campaigns andtactics are giving usthe best ROI?Search EngineOptimizationHow are people findingour website?Paid DigitalAdvertisingPPC, Display, and PaidSocial MediaMobile is one part of your digital strategy10. Mobile is part of a larger digital strategy31
    32. 32. E D U V A N T I S
    33. 33. Grant SabatierVP Digital Strategygrant@eduvantis.com312.332.9100 ex. 103Thank You

    ×