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  CLARUS Corporation

Today’s Discussion  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

Today’s Discussion  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

Today’s Discussion  Trends In Mobile Internet Usage  Who is using?  Mobile Apps Versus Mobile Web Sites  One or both?

Evolution  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 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 Usage  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 system or using the Web or instant messaging services on a cell phone

Mobile Population  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  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 Usage  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 Usage  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 Usage  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 Usage  Results  African-American and Hispanic groups do more texting, Web browsing, ing, 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?

Current Site On A Mobile Device  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 Current Web Site For Mobile Access   Sites Tested   

Mobile App Or Mobile Web Site  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 Site  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

Mobile App

WVU Mobile Site

West Virginia University –  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 WebBest of the Mobile Higher Ed Web By Michael Fienen - Mon, May 17, 2010Michael Fienen

Virginia Tech –  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 WebBest of the Mobile Higher Ed Web By Michael Fienen - Mon, May 17, 2010Michael Fienen

MIT ( about/ ) – about/ about/  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 WebBest of the Mobile Higher Ed Web By Michael Fienen - Mon, May 17, 2010Michael Fienen

Cautions  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  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  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  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  For Windows Mobile and Blackberry users, access the site at

Choose A Great Name  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  For Windows Mobile and Blackberry users, access the site at

Potential Key Uses  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 s for staff, departments, faculty, etc.

Potential Key Uses  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 Uses  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 Uses  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  Aggregation Of E-services  Online Application  Online Catalog  Online Viewbook  Chat  Social Media  Mobile Web Site  Apps

Wrap Up, Evaluation, And Questions!

Stephan Gunsaulus Director of Marketing and Communication Cuesta College PO Box 8106 San Luis Obispo, CA

Kathi J. Swanson, Ph.D. President CLARUS Corporation 212 Box Butte Avenue Alliance, NE Ext. 100 Kathi J. Swanson, Ph.D. President CLARUS Corporation 212 Box Butte Avenue Alliance, NE Ext. 100