build better relationships with students using mobile
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Build Better Relationships with Students Using Mobile
Stephanie Burton
Stephanie Burton
Product Marketing Manager
Communication and Collaboration Platforms
iOS:
Search
Blackboard Polls
Smartphone: Polls.bb
Other:
Text ‘Join 805’ to (949)207-6557
A Quick Poll
What is your primary role?
What are you hoping to take
away from this session?
iOS:
Search
Blackboard Polls
Smartphone: Polls.bb
Other:
Text ‘Join 805’ to (949)207-6557
A Quick Poll
What is your primary role?
What are you hoping to take
away from this session?
Quick Agenda• State of the Mobile Industry
• Effect on Student Expectations
• Building Engaging Mobile Apps
• Tracking Success
• Discussion
Everyday there are more
mobile devices activated
than babies born into the world.
ReadWriteWeb - 2013
98%Of high school students have access to a smartphone
Project Tomorrow - 2013
150t i m e s p e r d a y
Average person checks their smartphone
ReadWriteWeb - 2013
79%Of universities activated mobile apps by Fall ’13
Campus Computing - 2013
Preferred mode of communication
Smartphones: Submit your answer
Other: Text your answer
About how long will you
wait for a webpage to load
before getting annoyed?
Another Poll
The old two-second guideline has
long been surpassed on the
racetrack of Web expectations
New York Times - 2012
Eric Horvitz
Scientist, Microsoft’s research labs
“ “
250m i l l i s e c o n d s
New York Times - 2012
44%d e l e t e p o o r a p p s
Computer World - 2012
Q u a l i t y i s k e y .
Smartphones: Submit your answer
Other: Text your answer
Think of your favorite app,
why do you use it every day?
And Another Poll
Building Engaging Apps
Ultimate Goal:
Encourage continuous psychological involvement and
engagement via mobile apps
Donate
Discover
Inquire
EngageGraduate
Educate
Retain Enroll
Apply
Donate
Discover
Inquire
EngageGraduate
Educate
Retain Enroll
Apply
Prospective Students
Simulate Campus Experience
• Digital Campus Tours• Differentiating Factors• Athletics Info• Degree/Course Info• Event info• Extracurricular info• Forms to request more
information or Apply
Donate
Discover
Inquire
EngageGraduate
Educate
Retain Enroll
Apply
Current Students
Provide Everyday Value
• On Campus Directions• Transit info• Course Info• Dining Info• Athletics Info• Faculty Contact s• Computer Lab avail.• Parking avail.• Laundry Facilities
4 Best Practices
1. Quality UI / UX
2. Features to compel daily interaction
3. An event planning destination
4. Act on your own analytics!
Metrics for Measuring Mobile Engagement
Full Scope Analytics
Email Marketing
Social Media
Website
Direct Mail
Mobile
A Piece of the Puzzle
Before You Begin...
• Map analytics to institutional goals
• Set base lines
• Think about correlation / influence with existing marketing programs
Acquisition Metrics
Value Current/Web Mobile
Track reach of campaigns
New visitors Active users
Identify Highest Value Content
Page viewsApp Opens /
Top Level Feature usage
Consumption Metrics
Value Current/Web Mobile
Measure quality of content
Time on page Time spent in app
Gauge interest of various users
Most visited pages Specific User Actions
Conversion Metrics
Value Mobile
Increase access to revenue generating
services
Specific user actions• Food ordering• Mobile Bookstore
Expedite inquiries and applications
• Page views from mobile devices• Form submissions• Applications from mobile devices
*** Varies greatly based on specific goals***
Proof is in the Pudding
#YUM
Loyola MarymountDriving Everyday Engagement
• Delivers rich, virtual tours
• Increased applications by 10% the next year
• Provides everyday value to students
• Pushes frequent updates for special events
University of GeorgiaTargeted at Mostly Prospective Students
• Highlights UGA’s accolades and programs
• Delivers virtual tours
• Encourages request for more info (lead capture)
• Enables prospective students to check status of applications
Northern ArizonaSomething for Everyone
• Encourages mobile admissions increasing their mobile submissions by 100%
• Delivers real time transit info
• Updates campus dining info
• Enables alumni connection and donations
It’s easier than you think.
Tim Flood
Stanford, Mobile Technology and Innovation Consultant
“ “Be intentional - but flexible -with
strategy. A deliberate strategy is
valuable, but so is having the flexibility
to pursue different approaches.
