Marketing innovation utilizing mobile apps to capture today s elusive web savvy students
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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 Today’s Elusive Web-Savvy Students

  • Stephan Gunsaulus

    • Director of Marketing and Communication

    • Cuesta College

  • Kathi J. Swanson, Ph.D.

    • President

    • CLARUS Corporation


Today s discussion
Today’s Discussion Today’s Elusive Web-Savvy Students

  • Utilizing Technology To Enhance The “Experience Management”

    • Aggregation of e-services

    • Mobile Internet usage

    • Consolidation of communication channels

      • Develop an integrated plan


Trends in mobile internet usage

Trends In Mobile Internet Usage Today’s Elusive Web-Savvy Students


Today s discussion1
Today’s Discussion Today’s Elusive Web-Savvy Students

  • 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


Mobile social networking
Mobile Social Networking Today’s Elusive Web-Savvy Students


Today s discussion2
Today’s Discussion Today’s Elusive Web-Savvy Students

  • Trends In Mobile Internet Usage

    • Who is using?

  • Mobile Apps Versus Mobile Web Sites

    • One or both?


Evolution
Evolution Today’s Elusive Web-Savvy Students

  • Main Frame Computing

  • Mini Computing (1970’s)

  • Personal Computing (1980’s)

  • Desktop Internet Computing (1990’s)

  • Mobile Internet Computing (2000’s)


Mobile internet usage
Mobile Internet Usage Today’s Elusive Web-Savvy Students


Mobile internet usage1
Mobile Internet Usage Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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


Considering a mobile site

Considering A Mobile Site? Today’s Elusive Web-Savvy Students


Current site on a mobile device
Current Site On A Mobile Device Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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


Traditional web site
Traditional Web Site Today’s Elusive Web-Savvy Students


Mobile app
Mobile App Today’s Elusive Web-Savvy Students


Mobile app1
Mobile App Today’s Elusive Web-Savvy Students


Wvu mobile site
WVU Mobile Site Today’s Elusive Web-Savvy Students


Wvu mobile site1
WVU Mobile Site Today’s Elusive Web-Savvy Students


West virginia university http m wvu edu about http m wvu edu
West Virginia University Today’s Elusive Web-Savvy Studentshttp://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 – Today’s Elusive Web-Savvy Studentshttp://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 Today’s Elusive Web-Savvy Students(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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • 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 Today’s Elusive Web-Savvy Students

  • Aggregation Of E-services

    • Online Application

    • Online Catalog

    • Online Viewbook

    • Chat

    • Social Media

    • Mobile Web Site

    • Apps


Wrap up evaluation and questions

Wrap Up, Evaluation, Today’s Elusive Web-Savvy StudentsAnd Questions!


Stephan Gunsaulus Today’s Elusive Web-Savvy StudentsDirector of Marketing and CommunicationCuesta CollegePO Box 8106San Luis Obispo, CA [email protected]


Kathi J. Swanson, Ph.D. Today’s Elusive Web-Savvy StudentsPresidentCLARUS Corporation212 Box Butte AvenueAlliance, NE 69301308.762.2565 Ext. [email protected]


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