Small screen, big picture - how to 'go mobile' successfully
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Presentation at Let's Talk About Txt, May 2013. Looking at why the traditional '5 year plan' approach to institutional strategy is not appropriate for mobile - need to be iterative and respond to feedback!
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Small screen, big picture - how to 'go mobile' successfully
- 1. Small screen, big picture how to ‘go mobile’ successfully
- 2. Julie Usher Solutions Engineer, Blackboard Mobile 8 years working with technology for learning - staff training - content production - student support iNorthampton mobile project leader julie.usher@blackboard.com
- 3. Poll Question: What is your “Mobile Status”? - have a clear strategy and a good mobile presence - have a strategy but not much mobile yet - have some mobile things but no clear strategy - just getting started
- 4. new university students own a smartphone (at least) own a tablet increase since 2010 8/10 1/5 122% http://www.ucasmedia.com/services/education/data-insight/the-track-survey
- 8. The who
- 11. The what ?
- 13. (Source: Harper College) http://www.educause.edu/ero/article/mobile-it%E2%80%99s-time-get-serious
- 14. The how
- 17. Your University M obile Increasing mobile demand Emerging platforms OS updates New capabilities
- 18. It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change...
- 22. Mobile Won’t Wait “Be intentional, but flexible...”
Editor's Notes
- http://blogs.northampton.ac.uk/learntech/tag/inorthampton/
- Why are we here, talking about mobile? http://www.ucasmedia.com/services/education/data-insight/the-track-survey
- Mobility trumps mobile. The difference between mobility and mobile is like the difference between hardware and software. Mobile is linked to devices — it is always one thing, wherever it is. But mobility changes with context: cultures incorporate mobile technologies differently. For example, in Africa, SMS technology helps farmers pay bills electronically . In America, it helps teenagers keep up with their friends — an average of 60 times a day . Mobile itself is the n uts, bolts, and infrastructur e, while mobility is the context which determines if it all works together or doesn't. http://darmano.typepad.com/logic_emotion/2012/08/mobility.html
- In the past, the relationship between institutions and students, parents, and the community was a predominantly passive experience - the power balance was titled more in your direction. Now, the shift in how they consume information in all areas of their lives, has influenced a change in their expectations from you - making them much more ACTIVE consumers of their own educational experience. So what do these active consumers want? Students don ’ t live in a 9-5 world and they expect you to accommodate for that. Just like any other industry, they are constantly connected and demand high quality, immediate, personalized access to the resources and services that they need. You know what I ’ m talking about, in every other service that they use (iTunes, Google, Amazon, Pandora, whatever it may be) the content that they see is totally personalized based upon their needs/habits - and it better take less than 2 seconds to get, otherwise you ’ ve exhausted their patience. Working to meet all these expectations is tough but it ’ s vital, not just because of the benefits for students and your institution, but also because everything about the experience you deliver is now more transparent than ever. And if you ’ re not delivering that immediate access to the resources that they need, I bet you someone else is - unofficially and unmonitored.
- So is your institution ready? what do you need to make it happen? 5 year plan for mobile
- Who do you need to support? we know students and staff... Prospective students (and their parents!) Alumni and lifelong learners Business partners and community groups Visiting researchers, conference delegates, contractors, events visitors, drive-bys...
- Through mobile especially people can find, connect and decide faster than they ever have. Whose to say this same lens won ’ t be applied to education. There is so much choice. This means that a quality mobile experience is a major factor in their decision of not only where to go to college but to their experience in college and their level of engagement after they graduate.
- Who do you need to make that happen? Marketing need to identify official channels IT need to provide data, support network, users, security
- What do users want? Don ’ t be afraid to ASK. What are your aims? Put the two together , not one or the other This is how you define your mobile strategy - as part of your wider comms strategy (as well as probably L&T and student satisfaction strategies) Diagram source: http://xkcd.com/773/ Articles: “ One in five students said they removed a school from consideration because of a bad experience on the institution's web site according to research completed by Noel-Levitz , a highe r ed consul ting firm ” http://www.percussion.com/commu nity/blogs/web-content-management/20120613-does-an-expensive-university-equal-a-better-website http://www.telegraph.co.uk/education/universityeducation/8042168/Universities-spending-millions-on-websites-which-students-rate-as-inadequate.html
- Providing services for students improves satisfaction ratings and can help retain students (maps, library, labs, parking, calendar/events) 4. Creating a community and staying in touch with Alumni (donations, events, etc). Reference Loyola Chicago http://mobile.blackboard.com/ROI
- Quality is important. 79% Retry an app only once or twice if it fails. Your brand is at the mercy of app store reviews. Mobile app users are notoriously fickle. You can ’ t just throw something out there and expect it to be successful. You need to create apps that are high quality and properly represent your brand. http://mashable.com/2012/03/14/slow-website-stats-infographic/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Mashable+%28Mashable%29 Onlinegraduateprograms.com
- Meeting student expectations - the information they want most, when they want it. Don ’ t make them hunt for it.
- Scalability, sustainability are important. You need to be able to think both short term (demand) and long term (strategic goals). Don ’ t create bottlenecks within your institution. You can ’ t throw it out there once and expect it to work forever - even more true with mobile. Ref Mick ’ s comment about phones getting smaller and then bigger
- Darwin quote - most adaptable to change survive.
- Flexibility is important. You need to be able to iterate quickly and respond to demand.
- How do you know if it ’ s working? Measuring success iteratively
- Educause says: Be intentional – but flexible – with strategy... A deliberate strategy is valuable, but so is having the flexibility to pursue different approaches based on specific needs. When you think of strategy, think differently for mobile.