marketing innovation: utilizing to web students€¦ · 5 electronic options logged on wirelessly...

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Marketing Innovation: Utilizing Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Mobile Apps To Capture Today’s Elusive WebElusive Web‐‐Savvy StudentsSavvy Students

Presentation

Sunday, April 22, 2012

Innovation Theater 8:00am

AACC

Meet The PresentersMeet The PresentersStephan Gunsaulus

Director of Marketing and CommunicationCuesta College

h hKathi J. Swanson, Ph.D.PresidentCLARUS Corporation

Today’s DiscussionToday’s Discussion

Utilizing Technology To Enhance The “Experience Management”

Aggregation of e‐servicesAggregation of e‐services

Mobile Internet usage

Consolidation of communication channelsDevelop an integrated plan

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Trends In Mobile Internet UsageTrends In Mobile Internet Usage


In 2009, Adobe Systems’ Primary Business Goal Was Creating Mobile Technology

Expects explosion in handheld device use overExpects 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 NetworkingMobile Social Networking

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Trends In Mobile Internet UsageWho is using?

Mobile Apps Versus Mobile Web SitesMobile Apps Versus Mobile Web SitesOne or both?

EvolutionEvolution

Main Frame Computing

Mini Computing (1970’s)

P l C ti (1980’ )Personal Computing (1980’s)

Desktop Internet Computing (1990’s)

Mobile Internet Computing (2000’s)

Mobile Internet UsageMobile Internet Usage

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Mobile Devices Are Becoming The Virtual Newspaper

Number of unique mobile phone users whoNumber 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


Pew Research Center In WashingtonSurveyed 2,252 adults over 18 in April and May 2010May 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 PopulationMobile Population

62% Of All Americans Are Part Of A Wireless, Mobile Population That Participates In Digital Activities AwayParticipates 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

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Electronic OptionsElectronic Options

Logged On Wirelessly Away From Home Or Work Using A Laptop Computer

70% of online users between the ages of 1870% 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


ResultsLow‐income groups in the U.S. are now the fastest adopters of mobile Web devicesfastest 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


Results80% of households in the highest income group, those earning more than $75,000 agroup, those earning more than $75,000 a year, are now using wireless Internet technologies

Up from 72% a year earlier

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ResultsAfrican‐Americans (64%) and English‐speaking Latinos (63%) are wireless Internet usersLatinos (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


ResultsAfrican‐American and Hispanic groups do more texting, Web browsing, e‐mailing, andmore 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?

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Current Site On A Mobile DeviceCurrent Site On A Mobile Device

It’s More Than Making Current Site Look Good On A Mobile Device

Usability is differentUsability 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 SitesTesting Web Sites

Testing Current Web Site For Mobile Access

http://ready mobi/launch jsp?locale=en ENhttp://ready.mobi/launch.jsp?locale=en_EN

Sites Testedwww.CLARUSCorporation.com

www.ccp.edu

http://CLARUSCorporation.wirenode.mobi

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Mobile App Or Mobile Web SiteMobile App Or Mobile Web Site

Mobile AppApps built specifically for iPhone, Android, or any other platform and installed on the deviceother 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

PitfallsNeed 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 SiteMobile App Or Mobile Web Site

Mobile Web SiteCross‐platform browser‐based mobile web sites accessible through a mobile devicesites accessible through a mobile device

Mobile web sites are much easier to handleNo 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

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Traditional Web SiteTraditional Web Site

Mobile AppMobile App

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Mobile AppMobile App

WVU Mobile SiteWVU Mobile Site

WVU Mobile SiteWVU Mobile Site

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West Virginia University West Virginia University http://m.wvu.edu/about/http://m.wvu.edu/about/) ) –– http://m.wvu.eduhttp://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 Web By Michael Fienen - Mon, May 17, 2010

Virginia Tech Virginia Tech –– http://mobile.vt.eduhttp://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


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


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CautionsCautions

Mobile App Leading To Old Web Site Is Not Appropriate

Frustrating With StudentsFrustrating With Students

Take Care With Apps Being Introduced With Content Management Systems

Creates A False Site, Frustrating For Students

Develop A PlanDevelop A Plan

Mobile Web Site Should Be A Component Of An Overall Communication Plan

Define AudienceDefine Audience

Define Needs

Integration With Current Social Media And Communications

Facebook, Twitter

Emergency Communications Plan

Conduct ResearchConduct Research

Mobile Web Scan Of Current StudentsLevel Of Mobile Usage

PlatformsPlatforms

What Needs Are For Mobile AccessCannot Do Everything On Mobile Site

Web Site Visitor Survey

Analytics

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Choose A Great NameChoose A Great Name

Buy A .mobiNew server; Purchase domain name

Example: CLARUSCorporation.mobiExample: CLARUSCorporation.mobi

Create A Sub‐DomainEasiest of the options to set up (you already own the domain); Cheapest option

ExampleFor 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 NameChoose A Great Name

Buy A .mobiNew server; Purchase domain name

Example: CLARUSCorporation.mobiExample: CLARUSCorporation.mobi

Create A Sub‐DomainEasiest of the options to set up (you already own the domain); Cheapest option

ExampleFor 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 UsesPotential Key Uses

SchedulesInclude pertinent dates

Academic calendar, final exam schedule, campusAcademic 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

DirectoriesInclude phone numbers and e‐mails for staff, departments, faculty, etc.

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News And EventsInformation on open houses, news for the day, happenings on campus, etc., or theday, happenings on campus, etc., or the current news feed on the home page of many college web sites

EmergencyEmergency messaging information should be available and contacting campus emergency personnel should be a button away


Campus MapInteractive GIS map that would allow a student to navigate campus and may includestudent to navigate campus and may include a list of classes and locations for the semester

Static or interactive like a walking Garmin

Schedule Of ClassesList 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


Login To MIS System/ Blackboard/ Distance Learning

E BrochureE‐BrochureFor 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

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Integration Of EIntegration Of E‐‐ServicesServices

Aggregation Of E‐servicesOnline Application

Online CatalogOnline Catalog

Online Viewbook

Chat

Social Media

Mobile Web Site

Apps

Wrap Up, Evaluation, Wrap Up, Evaluation, And Questions!And Questions!

Stephan GunsaulusStephan GunsaulusDirector of Marketing and CommunicationDirector of Marketing and Communication

Cuesta CollegeCuesta CollegePO Box 8106PO Box 8106PO Box 8106PO Box 8106

San Luis Obispo, CA 93403San Luis Obispo, CA 93403805.546.3153805.546.3153

[email protected]@cuesta.edu

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Kathi J. Swanson, Ph.D.Kathi J. Swanson, Ph.D.PresidentPresident

CLARUS CorporationCLARUS Corporation212 Box Butte Avenue212 Box Butte Avenue212 Box Butte Avenue212 Box Butte AvenueAlliance, NE 69301Alliance, NE 69301

308.762.2565 Ext. 100308.762.2565 Ext. [email protected]

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