1. Mobile Matters
Bob Johnson & Brian Niles

2. Expectations
Key Mobile Marketing Facts
5 Key Takeaways
A Bunch of Examples
The Next “fof” Webcast

3. But first
some key facts

4. Smartphones in the U.S.
35% of people 18+ have smartphones
25% of smartphone owners go online
“mostly” with the phone
Expect both percentages to increase
Highest ownership and use: 26 to 34 years
http://pewinternet.org/Reports/2011/Smartphones.aspx

5. Interactive tasks for mobile
Calculate college costs … 77%
Calculate scholarships … 75%
Schedule a visit … 65%
Watch videos … 64%
Access social media … 62%
IM admissions reps … 52%
Complete application form … 44%
bit.ly/q8XfvB

6. #1
“You don’t have a mobile strategy,
you have a top task strategy.”
Gerry McGovern,
Founder, Customer Carewords

7. How will
you change
this page?

8. To this
page?

9. #2
“Short is too long. Ultra-short
rules the day.”
Jakob Nielsen
Alertbox: August 1, 2011
bit.ly/pftKhp

10. Top tasks = 5% to 25% of your content
“Much of the
long tail is a dead
zone … full of
dead and useless
content.”
Gerry McGovern

11. #3
Engage visitors in 5 seconds
Start home page with major
audiences or top tasks … not both

12. Audience
paths…

13. Top tasks: in symbols or words

14. #4
Don’t frustrate people with
quick switch from mobile to
regular web pages

15. Transitions like this will kill you

16. #5
QR codes must lead to
mobile friendly pages
2 examples from Skymiles magazine

17. Mobile friendly landing page

18. Not-so-good landing page

19. #6
Recruiter’s need real-time
access to student data —
EVERYWHERE!

21. Summary
Top Task Strategy
Ultra-short Rules the Day
5 Second Engagement
Avoid Mobile-to-Regular Switch
QR Code to Mobile
Recruiter’s Mobile Access

22. Bob Johnson, Ph.D.
President, Bob Johnson Consulting LLC
Marshall, MI 49068 • 248.766.6425
Top Task Website Research
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
Twitter: @highedmarketing

24. Watch it again!
facebook.com/
targetx

26. Admissions’ Wish List for Santa

27. Mobile Matters
Bob Johnson & Brian Niles