1. Bob Johnson Consulting, LLC 1 Mobile Marketingin Higher Education: Challenges & Opportunities©Robert E. Johnson, Ph.D. 2011 SUNYCUAD – 2011 Educational Conference Saratoga Springs, NY June 8 - 10, 2011

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

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

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

9. Bob Johnson Consulting, LLC 14 The NY Times on mobile…

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

21. Private university… 259 responses Bob Johnson Consulting, LLC 26

22. Community college… 717 responses Bob Johnson Consulting, LLC 27

23. Bob Johnson Consulting, LLC 28 Part III: Mobile Marketing in Higher Education

24. Bob Johnson Consulting, LLC 29 1. Direct marketing focus… Inquiries from mobile at Kettering University

25. Bob Johnson Consulting, LLC 30 The first image… while it loads

26. Bob Johnson Consulting, LLC 31 At the site… who fits at Kettering

27. Bob Johnson Consulting, LLC 32 Very simple enrollment inquiry…

28. Bob Johnson Consulting, LLC 33 Immediate email response…

29. Bob Johnson Consulting, LLC 34 Email links to admissions entry page…http://www.kettering.edu/futurestudents/

30. Bob Johnson Consulting, LLC 35 2. Task oriented home page design… Focus on internal & external users is a special challenge…

31. Bob Johnson Consulting, LLC 36 A task-oriented home page…

32. Bob Johnson Consulting, LLC 37 No “finger flicking” here…

33. Bob Johnson Consulting, LLC 38 Easy to scan academic majors…

34. Bob Johnson Consulting, LLC 39 Clean, simple program page…

35. Bob Johnson Consulting, LLC 40 3. Text messaging to increase enrollment conversion… Text messaging each month as the recruitment cycle unfolds

37. Increase conversion froma group with high conversion potentialBob Johnson Consulting, LLC 41

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!”

45. Bob Johnson Consulting, LLC 49 Part IV: Future Mobile Marketing Challenges

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

51. Bob Johnson Consulting, LLC 55 Part IV:Sources of Information to Follow

52. Bob Johnson Consulting, LLC 56 Mobile Marketing Association…http://mmaglobal.com/policies

53. Bob Johnson Consulting, LLC 57 Mobile Marketer… http://www.mobilemarketer.com/

54. Bob Johnson Consulting, LLC 58 Mongoose Research…http://www.mongooseresearch.com/

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