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Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students. Presentation Sunday, April 22, 2012 Innovation Theater 8:00am AACC. Meet The Presenters. Stephan Gunsaulus Director of Marketing and Communication Cuesta College Kathi J. Swanson, Ph.D. President

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marketing innovation utilizing mobile apps to capture today s elusive web savvy students

Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students

Presentation

Sunday, April 22, 2012

Innovation Theater 8:00am

AACC

meet the presenters
Meet The Presenters
  • Stephan Gunsaulus
    • Director of Marketing and Communication
    • Cuesta College
  • Kathi J. Swanson, Ph.D.
    • President
    • CLARUS Corporation
today s discussion
Today’s Discussion
  • Utilizing Technology To Enhance The “Experience Management”
    • Aggregation of e-services
    • Mobile Internet usage
    • Consolidation of communication channels
      • Develop an integrated plan
today s discussion1
Today’s Discussion
  • In 2009, Adobe Systems’ Primary Business Goal Was Creating Mobile Technology
    • Expects explosion in handheld device use over next few years
    • Making documents easier to read and access
  • Explosion Among Smartphone Users And Cell Phones With Internet
today s discussion2
Today’s Discussion
  • Trends In Mobile Internet Usage
    • Who is using?
  • Mobile Apps Versus Mobile Web Sites
    • One or both?
evolution
Evolution
  • Main Frame Computing
  • Mini Computing (1970’s)
  • Personal Computing (1980’s)
  • Desktop Internet Computing (1990’s)
  • Mobile Internet Computing (2000’s)
mobile internet usage1
Mobile Internet Usage
  • Mobile Devices Are Becoming The Virtual Newspaper
    • Number of unique mobile phone users who access news and information on a daily basis has grown to 22.4 million in January over the previous year
    • Growing importance of mobile Internet as consumers become more reliant on their mobile devices to access time-sensitive and utilitarian information
mobile internet usage2
Mobile Internet Usage
  • Pew Research Center In Washington
    • Surveyed 2,252 adults over 18 in April and May 2010
    • Defined Wireless Internet use as going online using a laptop either via Wi-Fi or cellular, using an e-mail system or using the Web or instant messaging services on a cell phone
mobile population
Mobile Population
  • 62% Of All Americans Are Part Of A Wireless, Mobile Population That Participates In Digital Activities Away From Home Or Work
    • 58% have used either a cell phone or PDA for a non-voice data application
    • 41% have logged onto the Internet away from home or work using a wireless laptop connection or with a handheld device
electronic options
Electronic Options
  • Logged On Wirelessly Away From Home Or Work Using A Laptop Computer
    • 70% of online users between the ages of 18 and 29
    • 53% of online users between ages 30 and 49
    • 39% of online users between ages 50 and 64
    • 29% of online users age 65 or older
mobile internet usage3
Mobile Internet Usage
  • Results
    • Low-income groups in the U.S. are now the fastest adopters of mobile Web devices
      • 46% of households earning less than $30,000 a year are wireless Internet users
      • This lowest income group surveyed was the fastest growing – up by 11 percentage points from 35% in April 2009
      • The lower-income group still uses wireless Internet technology less than higher income groups
mobile internet usage4
Mobile Internet Usage
  • Results
    • 80% of households in the highest income group, those earning more than $75,000 a year, are now using wireless Internet technologies
      • Up from 72% a year earlier
mobile internet usage5
Mobile Internet Usage
  • Results
    • African-Americans (64%) and English-speaking Latinos (63%) are wireless Internet users
      • 57% of White Americans say they are using the technology
      • All three groups showed an increase in wireless Internet use over last year
mobile internet usage6
Mobile Internet Usage
  • Results
    • African-American and Hispanic groups do more texting, Web browsing, e-mailing, and instant messaging than White users
      • 87% of the African-Americans and the same percentage of Hispanics own a cell phone, compared to 80% of the White respondents
    • Minority users are more likely than White users to use social networking sites, watch videos, post a video or purchase a product on a cell phone
current site on a mobile device
Current Site On A Mobile Device
  • It’s More Than Making Current Site Look Good On A Mobile Device
    • Usability is different
    • Accessibility is different
    • Trends are different
    • Starting a mobile site means researching your audience(s) and building the tools to meet their needs
    • First, test your current web site
testing web sites
Testing Web Sites
  • Testing Current Web Site For Mobile Access
    • http://ready.mobi/launch.jsp?locale=en_EN
  • Sites Tested
    • www.CLARUSCorporation.com
    • www.ccp.edu
    • http://CLARUSCorporation.wirenode.mobi
mobile app or mobile web site
Mobile App Or Mobile Web Site
  • Mobile App
    • Apps built specifically for iPhone, Android, or any other platform and installed on the device
      • Use if all your content needs to be accessible offline since only a client application can store it on the phone
    • Pitfalls
      • Need to be downloaded and installed by the user each time you distribute an update
      • Have to create and manage many different versions for all the different hard- and software platforms
mobile app or mobile web site1
Mobile App Or Mobile Web Site
  • Mobile Web Site
    • Cross-platform browser-based mobile web sites accessible through a mobile device
    • Mobile web sites are much easier to handle
      • No installation, server-side updates, browser as single access point and, based on the right software platform, you need to create and manage only one web site for all devices
      • Personalization can be realized within a login area
west virginia university http m wvu edu about http m wvu edu
West Virginia University http://m.wvu.edu/about/) – http://m.wvu.edu
  • Color scheme is good and easy on eye
  • Pulled their YouTube feed right into their page
  • A directory search
  • Athletics section

Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010

virginia tech http mobile vt edu
Virginia Tech – http://mobile.vt.edu
  • Layout is simple, and the theme is fairly eye-pleasing and easy to read
  • Mobile map nice touch and useful for visitors who come to campus

Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010

mit http mobi mit edu about http m mit edu
MIT (http://mobi.mit.edu/ about/ ) – http://m.mit.edu

Technically heavy mobile sites

Released their framework for anyone to use

Crammed a ton of tools into a limited space, and made them flexible and useful

Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010

cautions
Cautions
  • Mobile App Leading To Old Web Site Is Not Appropriate
    • Frustrating With Students
    • Take Care With Apps Being Introduced With Content Management Systems
    • Creates A False Site, Frustrating For Students
develop a plan
Develop A Plan
  • Mobile Web Site Should Be A Component Of An Overall Communication Plan
    • Define Audience
    • Define Needs
  • Integration With Current Social Media And Communications
    • Facebook, Twitter
    • Emergency Communications Plan
conduct research
Conduct Research
  • Mobile Web Scan Of Current Students
    • Level Of Mobile Usage
    • Platforms
    • What Needs Are For Mobile Access
      • Cannot Do Everything On Mobile Site
  • Web Site Visitor Survey
  • Analytics
choose a great name
Choose A Great Name
  • Buy A .mobi
    • New server; Purchase domain name
      • Example: CLARUSCorporation.mobi
  • Create A Sub-Domain
    • Easiest of the options to set up (you already own the domain); Cheapest option
      • Example
        • For iPhone, Android, and Palm users, access the site at http://i.roanoke.edu
        • For Windows Mobile and Blackberry users, access the site at http://m.roanoke.edu
choose a great name1
Choose A Great Name
  • Buy A .mobi
    • New server; Purchase domain name
      • Example: CLARUSCorporation.mobi
  • Create A Sub-Domain
    • Easiest of the options to set up (you already own the domain); Cheapest option
      • Example
        • For iPhone, Android, and Palm users, access the site at http://i.roanoke.edu
        • For Windows Mobile and Blackberry users, access the site at http://m.roanoke.edu
potential key uses
Potential Key Uses
  • Schedules
    • Include pertinent dates
      • Academic calendar, final exam schedule, campus hours open during holidays, etc., and information that would need to change frequently and is the information that allows students to plan their schedules
  • Directories
    • Include phone numbers and e-mails for staff, departments, faculty, etc.
potential key uses1
Potential Key Uses
  • News And Events
    • Information on open houses, news for the day, happenings on campus, etc., or the current news feed on the home page of many college web sites
  • Emergency
    • Emergency messaging information should be available and contacting campus emergency personnel should be a button away
potential key uses2
Potential Key Uses
  • Campus Map
    • Interactive GIS map that would allow a student to navigate campus and may include a list of classes and locations for the semester
      • Static or interactive like a walking Garmin
  • Schedule Of Classes
    • List of the classes available for an upcoming semester but different format would have to be designed since the current class search would not easily translate to a mobile
potential key uses3
Potential Key Uses
  • Login To MIS System/ Blackboard/ Distance Learning
  • E-Brochure
    • For those visitors looking at the college, a link to an easy-to-use e-brochure would be good – and then a potential page link to admissions
integration of e services
Integration Of E-Services
  • Aggregation Of E-services
    • Online Application
    • Online Catalog
    • Online Viewbook
    • Chat
    • Social Media
    • Mobile Web Site
    • Apps
slide48

Stephan GunsaulusDirector of Marketing and CommunicationCuesta CollegePO Box 8106San Luis Obispo, CA [email protected]

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