Mobile Communication Challenges in Higher Education: Issues, Peril, PotentialBob Johnson, Ph.D.
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.
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011Bob Johnson, Ph.D.
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.
Social Media Convergence - The ARF/Adweek 2009Lynne d Johnson
Social media is a critical part of progressive marketing thinking. The consumer, with the rise of social media, has been able to drive the conversation with or without input from the brands. This change in who controls the dialogue has transformational impact:
1. Social media creates a brand/consumer conversation that will transform organizations.
2. Social media blends brand communications, PR, customer care, research and insights as all happen simultaneously via the conversation.
3. Most marketers are still struggling to find a coherent social media strategy.
4. Social media produces naturally occurring conversation and behavior that offers incredibly rich insights, but companies are still learning how to mine this continual stream.
The ARF launched its new Social Media Council with a panel of industry experts explaining how social media creates convergence among the advertising, marketing, public relations, customer care and consumer insights spheres.
Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & ResultsLumen Consulting
With social media transforming the way we network and communicate, how do you leverage it for your events? In this interactive workshop, you will learn how any size organization can use social media to build awareness, foster word of mouth, deepen attendee engagement, and extend the reach of your program.
Mobile Communication Challenges in Higher Education: Issues, Peril, PotentialBob Johnson, Ph.D.
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.
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011Bob Johnson, Ph.D.
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.
Social Media Convergence - The ARF/Adweek 2009Lynne d Johnson
Social media is a critical part of progressive marketing thinking. The consumer, with the rise of social media, has been able to drive the conversation with or without input from the brands. This change in who controls the dialogue has transformational impact:
1. Social media creates a brand/consumer conversation that will transform organizations.
2. Social media blends brand communications, PR, customer care, research and insights as all happen simultaneously via the conversation.
3. Most marketers are still struggling to find a coherent social media strategy.
4. Social media produces naturally occurring conversation and behavior that offers incredibly rich insights, but companies are still learning how to mine this continual stream.
The ARF launched its new Social Media Council with a panel of industry experts explaining how social media creates convergence among the advertising, marketing, public relations, customer care and consumer insights spheres.
Exhibitor2011 S404 Leveraging Social Media to Drive Better Engagement & ResultsLumen Consulting
With social media transforming the way we network and communicate, how do you leverage it for your events? In this interactive workshop, you will learn how any size organization can use social media to build awareness, foster word of mouth, deepen attendee engagement, and extend the reach of your program.
A technological evolution has occurred among the modern educational institution, with the rise of the Internet making institutional websites the driving force of student interaction and information delivery. For many Administrators and academic institutions however the operational and financial benefits the web offers have made any “debate” over its merit last no longer than a few minutes, let alone a few decades.
Build Your Brand: Make A Name For Yourself Through Effective CommunicationJoe Barnes
Learn the basics of personal brand building through this easy to follow presentation modified for the web. While this presentation was aimed at graduating college seniors, anyone looking to take control of their image, reputation, and success will find useful tips on building a strong brand that will resonate with their audience.
Presented by Nathan Young and Joe Barnes.
Research presentation on WeChat Subscription ProductPawan Gupta
The slide measures ROI on WeChat subscription product on CBS business conference. The techniques used were ethnography, quantitative and qualitative research.
This presentation goes in-depth into the features and technology behind our new big data marketing application, BloomReach Mobile. We believe a solid mobile strategy is imperative to success in this new and emerging channel.
As you see more and more traffic migrate to your mobile site, the need for a relevant cross-channel shopping experience is becoming more and more apparent. BloomReach Mobile continuously optimizes mobile experiences for search and discovery with data-driven search, visual discovery and personalized results.
Bryson Meunier, Mobile Search Specialist & Director at Resolution Media, Joelle Kaufman, Head of Marketing at BloomReach and Raj De Datta, Co-Founder of BloomReach are the presenters.
I gave this version of my Design for Privacy presentation to the NY Experience Group of Publicis Sapient on Monday, 4 October 2021. It includes examples of privacy and security issues, our role in designing for privacy as design professionals, as well as best practices for privacy to keep in mind.
Top Tips to Deliver Quality Web Experiences From IE 9 to the iPhoneCompuware APM
No matter what your customers use to access your website – from Internet Explorer 9 on a PC to Safari on an iPhone – they expect your site to be fast and work flawlessly.
Join our featured speakers, Harley Manning, VP and Research Director from independent research firm Forrester Research, Inc., and Compuware CTO APM Solutions Imad Mouline to learn:
- What growing browser and device proliferation means for IT and Website owners and developers
- The latest browser trends including the evolution of mobile and HTML 5
-Best practices for companies attempting to maintain cross-browser interoperability
How to meet customers’ web experience expectations regardless of browser or device
A technological evolution has occurred among the modern educational institution, with the rise of the Internet making institutional websites the driving force of student interaction and information delivery. For many Administrators and academic institutions however the operational and financial benefits the web offers have made any “debate” over its merit last no longer than a few minutes, let alone a few decades.
Build Your Brand: Make A Name For Yourself Through Effective CommunicationJoe Barnes
Learn the basics of personal brand building through this easy to follow presentation modified for the web. While this presentation was aimed at graduating college seniors, anyone looking to take control of their image, reputation, and success will find useful tips on building a strong brand that will resonate with their audience.
Presented by Nathan Young and Joe Barnes.
Research presentation on WeChat Subscription ProductPawan Gupta
The slide measures ROI on WeChat subscription product on CBS business conference. The techniques used were ethnography, quantitative and qualitative research.
This presentation goes in-depth into the features and technology behind our new big data marketing application, BloomReach Mobile. We believe a solid mobile strategy is imperative to success in this new and emerging channel.
As you see more and more traffic migrate to your mobile site, the need for a relevant cross-channel shopping experience is becoming more and more apparent. BloomReach Mobile continuously optimizes mobile experiences for search and discovery with data-driven search, visual discovery and personalized results.
Bryson Meunier, Mobile Search Specialist & Director at Resolution Media, Joelle Kaufman, Head of Marketing at BloomReach and Raj De Datta, Co-Founder of BloomReach are the presenters.
I gave this version of my Design for Privacy presentation to the NY Experience Group of Publicis Sapient on Monday, 4 October 2021. It includes examples of privacy and security issues, our role in designing for privacy as design professionals, as well as best practices for privacy to keep in mind.
Top Tips to Deliver Quality Web Experiences From IE 9 to the iPhoneCompuware APM
No matter what your customers use to access your website – from Internet Explorer 9 on a PC to Safari on an iPhone – they expect your site to be fast and work flawlessly.
Join our featured speakers, Harley Manning, VP and Research Director from independent research firm Forrester Research, Inc., and Compuware CTO APM Solutions Imad Mouline to learn:
- What growing browser and device proliferation means for IT and Website owners and developers
- The latest browser trends including the evolution of mobile and HTML 5
-Best practices for companies attempting to maintain cross-browser interoperability
How to meet customers’ web experience expectations regardless of browser or device
The 2015 AMA digital marketing strategy tutorial puts emphasis on converting inquiries already in hand from potential students rather than creating new inquiries. The strategy: don't go looking for new sources of gold to mine until you have extracted as much as possible from the gold mine you already own.
Website design for top task completion has center-stage as the first experience most people will have with a school where they might enroll. An advertising section focuses on custom and "look alike" options and retargeting, with a review of the growing dangers of ad blocking on mobile. Landing pages and email marketing are also included.
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Just Add Reality: Managing Logistics with the Uber Developer PlatformApigee | Google Cloud
Watch the full recording here: https://youtu.be/DrWR1YjEPos
Learn how businesses are using Uber to convert digital engagement into real-world action:
Join Chris Messina, Uber's developer experience lead, to learn how Uber:
- enable your users to request a ride in any context with the Rides Request API
- reach your customers while they’re on the go with the Trip Experiences API
- power your on-demand delivery needs with the UberRUSH API
We’ll take you on a tour of all three APIs and share examples of how partners have used Uber’s technology to drive innovation in their own businesses.
Uber might provoke controversy, but there is no doubting the fact that it has been one of the most disruptive companies in the last decade. In this useful deck, our Mobile Product Strategist, Hamish Vallabh, outlines eight key things about great product design that you can learn from straight from one of the best 'habit-forming' services.
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Mobile in the Marketing Mix: Crafting a New Communication StrategyBob Johnson, Ph.D.
Review of the state of mobile marketing today, including legal and technical challenges. Detailes examples of mobile for lead generation from Kettering University and texting for enrollment conversion from St. Mary's University. Sources to stay up-to-date.
Top Task Design: The Key to Integrating Content Strategy for Mobile & Traditi...Bob Johnson, Ph.D.
Creating effective content for mobile websites & apps requires first understanding the top tasks that people wish to complete as the starting place for content strategy. Review examples of successful sites, perils to avoid, key research from Jakob Nielsen, and management advice from Mike Atyeo at NeoInsight.
Integrating Social Media and Mobile Marketing into Recruitment StrategyBob Johnson, Ph.D.
Overview of key social media and mobile marketing activities to support student recruitment for online programs, with examples from UPhoenix, Ball State University, Walden University, Northcentral University.
The impression that potential students get from your website is very often the deciding factor as to whether or not they will keep you on their list of potential colleges and continue to engage with you. Through examples of strong websites, with an emphasis on giving priority to the top tasks of potential students rather than "marketing speak" content, you will see new ideas to increase the marketing strength of our website. to help build your inquiry pool and increase conversions throughout each stage of the recruitment process.
Top Task Content & Design: Strategy & Tactics for Website Marketing SuccessBob Johnson, Ph.D.
Marketing success depends in great part on the experience potential students have on their first visit to a college or university website. A poor experience leads to lower brand reputation and respect.
A "top tasks" focus for content and design will help ensure a successful experience by making it easier for visitors to find and complete the tasks that are most important to them. For almost all visitors, 3 to 5 tasks will stand out as most important. Smart marketers will make sure that these tasks have content and design priority.
Our 2017 workshop includes 22 examples in four areas: home pages, student recruitment, alumni & advancement, and academic services.
Social Media & Mobile Marketing: Recruitment Strategy OpportunitiesBob Johnson, Ph.D.
Mobile marketing and social media opportunities for graduate and professional school student recruiting. Case study examples from University of Phoenix and University of Tulsa
Advertising Online: Strategy & Tactics for Enrollment SuccessBob Johnson, Ph.D.
Online advertising opportunity review from my eduWeb2013 workshop, with emphasis on using direct marketing techniques recruiting for individual academic programs. Case study for Facebook & Youtube and review of retargeting, display ads, co-op ads and more.
Detailed review of best practices in higher education websites from a marketing perspective. Overall focus is on starting with the top tasks that potential students want to complete on college and university websites. The first experience people have on a website makes the recruitment process much easier... or much more difficult.
Digital Marketing Strategy: Skills for Thriving as the New World Continued to...Bob Johnson, Ph.D.
Explore a range of expert opinions about the most likely changes in marketing communications in the near term (the next year or two), take an in-depth look at online advertising for brand strength and lead generation and conversion, and speculate about what’s likely to happen in the next five years. Our goal: Understand how the major issues at play will continue to unfold, the best resources to use to stay ahead (or at least abreast) of the digital revolution, and the most important steps to take now to craft an effective marketing strategy for the future.
Advertising Online: Strategy and Tactics for Enrollment SuccessBob Johnson, Ph.D.
Updated for 2014, this eduWEB workshop presentation reviews the potential and techniques for advertising on Facebook, YouTube+Google AdWords, LinkedIn, retargeting, display ads, group advertising and more. You'll find lots of screen shots from effective campi
What can we expect in higher education marketing in 2014 and a bit beyond? These ideas were presented and discussed at an Academic Impressions conference on strategic student recruitment communications in June. Take a look and share your thoughts.
Speed, Simplicity, and Top Task Completion: 3 Critical Steps to Boost Online ...Bob Johnson, Ph.D.
If your website pages don't download in less than 5 seconds you risk losing at least 20% of potential students visiting your site for the first time. But overall, website pages are taking longer to download then ever before.
This presentation reviews key steps to take to make your site operate more quickly from the time of first visit to key elements of presenting content for rapid viewing after a page opens.
Among the people attending at this conference who tested their sites on Mobitest,results ranged from 4 sends to 10 seconds. Test your site, compare with your competitors, and take steps to gain marketing advantage.
Best Website Elements for Recruiting Online Students: Top Tasks & Conversion ...Bob Johnson, Ph.D.
The first experience a potential student has on your website is critical: If the first experience is not a good one, people will leave and not return. Your key to increased conversion is a focus on (1) fast finding and completion of top tasks and (2) clear content presentation. In this session, we present and discuss strong examples of home pages, academics, affordability, outcomes, and inquiry forms and landing pages that can boost your recruitment results.
Top Task Content & Design: A Strategy for Website Marketing SuccessBob Johnson, Ph.D.
Marketing priorities at most colleges and universities are driven by the need to maintain or increase enrollment in a challenging competitive environment. Success depends greatly on the experience potential students have on college and university websites, especially on their first visit. More than 20 percent of potential students who have a bad first experience will leave and never return.
Anyone who works on website content and design is an important part of the marketing team.
This 3 hour workshop is designed to boost the marketing strength of higher education websites by increasing the satisfaction of potential students when they visit your website in search of content important to them, often staying in the now proverbial “stealth” mode. Use of a “top tasks” approach is key to creating content and navigation that is easy to find, easy to review, and easy to understand. Before we can implement a “user first” approach to web design and content creation we have to know what tasks our visitors want to complete on our websites.
Digital Marketing Strategy: Planning for Present & Future SuccessBob Johnson, Ph.D.
Digital marketing overview for higher education, with emphasis on student recruitment. Includes online advertising options, social media, content review, mobile technology. Special section on mistakes that frustrate visitors and harm brand reputation.
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GDPR privacy regulations from the European Union bring new marketing challenges and new marketing opportunities that we review in this 90 minute workshop for the eduWeb Digital Summit conference. Topics include (1) Advertising, (2) Inquiry forms, (3) Email and text marketing, (4) College Board "Student Search" data, and (5) the new California Consumer Privacy Act.
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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2. Part I: An Overview Bob Johnson Consulting, LLC 2
3. Bob Johnson Consulting, LLC 3 6 perils with anything online… People are impatient People are impatient People are impatient People are impatient People are impatient People are impatient Bob Johnson Consulting, LLC
4.
5. Bob Johnson Consulting, LLC 9 Mobile App vs. Mobile Website Mobile App Different apps for different devices How will people find your app? Not easy to update Higher performance possible/Easier use Mobile Website Access from any mobile device Can find using “search” Easy to update Will perform as well as you build it/Not great right now
6.
7. Bob Johnson Consulting, LLC 12 Make things easy on mobile is a special challenge… “The Internet should work like it does on PC screens.”
8. Bob Johnson Consulting, LLC 13 Can we meet this challenge? “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.” Robert Z. Samuels, director of mobile product development, New York Times
10. Bob Johnson Consulting, LLC 15 Part II:Tales from the Research (1) Pew Internet & American Life Project, (2) E-Expectations,(3) Jakob Nielsen, (4) CCI web visitor surveys
11. Bob Johnson Consulting, LLC 16 1. Pew Internet & American Life Project “Mobil Access 2010” May 2010 Research Report http://bit.ly/cqxi6D
12. Bob Johnson Consulting, LLC 17 New 2010 questions, 18+ years… Do you use your phone to… Send a photo or video? 54% Access a social networking site?23% Watch a video? 20% Purchase a product? 11% Give to a charity? 11%
13. Bob Johnson Consulting, LLC 18 “Young adults” 18 to 29… Heavy use of “mobile” in many areas… Send/receive text messages… 95% Take a photo.. 93% Access Internet… 65% Send/receive email… 52% Use social networking site… 48% Still low in some areas Purchased a product… 20%
14. Bob Johnson Consulting, LLC 19 2. E-Expectations Survey 2010 College bound high school seniors Noel-Levitz & friends http://bit.ly/dvQldm
15. Bob Johnson Consulting, LLC 20 Mobile-related findings… 24% would drop a college after a poor web experience Most desired content: Information on academics… 54% List of academic programs… 28% Cost related information… 30% Surprise? 23% have searched college websites from smartphones◄
16. Bob Johnson Consulting, LLC 21 Most desired interactive tasks… The top 4 favored online tasks: Online application… 91% Campus visit request form… 77% Cost calculator… 68%◄ Online course catalog… 67%◄
17. Bob Johnson Consulting, LLC 22 Text vs. email messages… 70% will give an email address to a college 43% as an inquiry 36% as an applicant 78% use text messaging 67% said no contact from colleges 15% said text OK from an admissions rep they were working with◄
18. Bob Johnson Consulting, LLC 23 3. Jakob Nielsen “Mobile User Experience Is Miserable” July 2009 Alertbox http://www.useit.com/alertbox/mobile-usability.html
19. Bob Johnson Consulting, LLC 24 Reason for optimism… Task success was higher at sites designed for mobile access… 64% task completion at “sites for mobile” 53% task completion at regular websites Larger screen = more success Regular cell phones… 38% success Regular smartphones… 55% success Touch screen phones… 75% success◄
20. 4. Customer Centric Index (CCI) web visitor surveys in 2011 “If we a had mobile application, what kinds of information would you like to access or tasks would you like to complete…”? Bob Johnson Consulting, LLC 25
38. Bob Johnson Consulting, LLC 42 Key: Opt-in database…http://www.stmarytx.edu/admission/?go=mobileupdates
39. Bob Johnson Consulting, LLC 43 High interest students said “OK”… % of inquiries opting for text updates… 4% (1,416 of 35,606) % of applicants opting for text updates… 42% (1,140 of 3,720) % of deposits opting for text updates… 47% (269 of 578)
40. Bob Johnson Consulting, LLC 44 Yield: Inquiry to Applicant Percent who applied Inquiries who opted-in for text updates Overall inquiries 44 Bob Johnson Consulting, LLC
41. Bob Johnson Consulting, LLC 45 Yield: Inquiry to Deposit Percent who deposited Overall inquiries Inquiries who opted-in for text updates 45 Bob Johnson Consulting, LLC
42. Bob Johnson Consulting, LLC 46 Not yet applied for admission… “Be early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission.”
43. Bob Johnson Consulting, LLC 47 Join our online community… “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!”
44. Bob Johnson Consulting, LLC 48 Register for Orientation… “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!”
46. Bob Johnson Consulting, LLC 50 Provider challenges… Multiple providers build “walled gardens”… Apple Google Blackberry Microsoft Multiple standards for ads, apps, displays More cost to implement mobile program
47. Bob Johnson Consulting, LLC 51 Legal challenges… Must have consent for SMS messages Even if someone has already signed for email Visible “small print” cost disclosures Verizon agreed to 12 pt. font settlement Likely: easy to find, understand “stop sending” option
48. Bob Johnson Consulting, LLC 52 Technical challenges… Usability… Visitor experience will determine success NY Times is right… “easy as access from a PC” is the goal We are not there yet But we are moving in that direction Nielsen smartphone research is encouraging
49. Management challenges… Content… Content is added to websites, seldom removed Most web content is irrelevant to most people Silly to make all “traditional” website content “mobile friendly”… no resources for that But what content to leave behind? Will that decision hinder mobile-friendly websites? Bob Johnson Consulting, LLC 53
50. Bob Johnson Consulting, LLC 54 Video challenges… Might be an important element, but… Data plane expense might limit use past “early adopters” Video done for regular websites may not play well on smartphones Video users will demand rapid play
55. Bob Johnson Consulting, LLC 59 Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/
56. Bob Johnson Consulting, LLC 60 Bob Johnson’s marketing blog…http://www.bobjohnsonblog.com/mobile-marketing/
57. Bob Johnson Consulting, LLC 61 Mobile in Higher Ed blog…http://www.dmolsen.com/mobile-in-higher-ed/
58. Bob Johnson Consulting, LLC 62 MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/
59. Bob Johnson Consulting, LLC 63 Thank You!Bob Johnson, Ph.D.PresidentBob Johnson Consulting, LLCMarshall, MI 49068 248.766.6425 bob@bobjohnsonconsulting.comCustomer Carewords Website Research www.bobjohnsonconsulting.com