Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Integrating Social Media & Mobile Integrating Social Media & Mobile Marketing into Recruitment StrategyMarketing into Recruitment Strategy
Marketing Online ProgramsMarketing Online ProgramsOctober 28-29, 2010October 28-29, 2010
Washington, D.C.Washington, D.C.
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Part I: Social MediaPart I: Social Media
Connecting like-minded people with Connecting like-minded people with current events and stories…current events and stories…
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The social media “Groundswell”…The social media “Groundswell”…
““A social trend in which people use technology A social trend in which people use technology to get the things they need from each other, to get the things they need from each other, rather than from traditional institutions like rather than from traditional institutions like corporations.”corporations.”
Groundswell, Harvard Business Press, 2008Groundswell, Harvard Business Press, 2008
What’s in the Groundswell…What’s in the Groundswell…– FacebookFacebook– YouTubeYouTube– LinkedInLinkedIn– WikipediaWikipedia– Rate My ProfessorRate My Professor– And a host of other sitesAnd a host of other sites
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Online adults in the United States…Online adults in the United States…Data from Forrester Research Technographics® surveys, 2010Data from Forrester Research Technographics® surveys, 2010
How people use social media…How people use social media…– Creators………………. 23% Creators………………. 23%
– Conversationalists…… 31%Conversationalists…… 31%
– Critics………………….. 33% Critics………………….. 33%
– Collectors……………… 19% Collectors……………… 19%
– Joiners…………………. 59% Joiners…………………. 59%
– Spectators……………... 69% Spectators……………... 69%
– Inactives………………... 19% Inactives………………... 19%
Groups overlap… thus the high total percentGroups overlap… thus the high total percent
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Social Media traffic… October 2, 2010Social Media traffic… October 2, 2010http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php
1. Facebook……………62.15% 1. Facebook……………62.15%
2. YouTube…………….16.79%2. YouTube…………….16.79%
3. MySpace……………...5.91%3. MySpace……………...5.91%
4. Twitter…………………1.06%4. Twitter…………………1.06%
5. Yahoo! Answers……… .86%5. Yahoo! Answers……… .86%
11. LinkedIn……………… .25%11. LinkedIn……………… .25%
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Is “Social Media” a marketing tool?Is “Social Media” a marketing tool?
Yes… an indirect oneYes… an indirect one
– Social media allow potential students to listen Social media allow potential students to listen
to people talk about their experience with youto people talk about their experience with you
– Social media allows people to ask questions Social media allows people to ask questions
about the value of your degree and get about the value of your degree and get
“experience answers” from your students“experience answers” from your students
– Monitor and influence social media Monitor and influence social media
discussionsdiscussions
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To make social media work…To make social media work…
Clear responsibility to someone…Clear responsibility to someone…
Update frequentlyUpdate frequently
Monitor what’s happeningMonitor what’s happening
Beware of censorshipBeware of censorship
Prominent links from official websiteProminent links from official website
Monthly activity reportsMonthly activity reports– Participation rateParticipation rate– Topics of interestTopics of interest
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Case Study: Case Study: University of PhoenixUniversity of Phoenix
Build online communities that allow current and Build online communities that allow current and future students to…future students to…
““interact, keep up with and explore the world of interact, keep up with and explore the world of University of Phoenix.” University of Phoenix.”
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From a home page link…From a home page link…http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html
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The primary page… 55,585 liking itThe primary page… 55,585 liking it
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111
Active, critical “Discussions” page…Active, critical “Discussions” page…
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Complaints about faculty… OKComplaints about faculty… OK
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Complaints about financial aid… OKComplaints about financial aid… OK
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YouTube: 2,192 subscribers, 569 YouTube: 2,192 subscribers, 569 friends… friends…
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LinkedIn for alumni… 7,973 membersLinkedIn for alumni… 7,973 members
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Other examples...Other examples...
Ball State UniversityBall State UniversityNorthcentral UniversityNorthcentral University
Walden University Walden University
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Ball State FB for Online StudentsBall State FB for Online Studentshttp://www.facebook.com/ballstateonlinehttp://www.facebook.com/ballstateonline
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Activate “Discussions”…Activate “Discussions”…
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Let discussions run free…Let discussions run free…http://www.facebook.com/waldenu#!/topic.php?http://www.facebook.com/waldenu#!/topic.php?
uid=6514736316&topic=4715uid=6514736316&topic=4715
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020
Monitor & reply in 24 hours…Monitor & reply in 24 hours…http://www.facebook.com/waldenu#!/topic.php?http://www.facebook.com/waldenu#!/topic.php?
uid=6514736316&topic=15129uid=6514736316&topic=15129
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2121
Create a YouTube presence…Create a YouTube presence…http://www.youtube.com/northcentralunivhttp://www.youtube.com/northcentraluniv
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222
Stay up to date…Stay up to date…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323
Forrester blogs…Forrester blogs…http://blogs.forrester.com/category/social_media_marketinghttp://blogs.forrester.com/category/social_media_marketing
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2424
Pew Internet research reports…Pew Internet research reports…http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-
Websites.aspxWebsites.aspx
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Part II: Mobile MarketingPart II: Mobile Marketing
Instant access…Instant access…
All the time, from anywhereAll the time, from anywhere
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How small will things get?How small will things get?http://bit.ly/d9ihtPhttp://bit.ly/d9ihtP
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Key Strategy Question:Key Strategy Question:
Why should I put scarce Why should I put scarce resources into mobile resources into mobile
marketing?marketing?
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The answer…The answer…
Website experience Website experience shapes brand perception…shapes brand perception…
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Growing expectation…Growing expectation…
A “mobile friendly” websiteA “mobile friendly” website
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Tales from the ResearchTales from the Research
Pew Internet & American Life ProjectPew Internet & American Life Project
““Mobile Access 2010”Mobile Access 2010”http://bit.ly/cqxi6Dhttp://bit.ly/cqxi6D
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Mobile phone use, 2009 to 2010Mobile phone use, 2009 to 2010
80% of adults (18+) own mobile phones in 80% of adults (18+) own mobile phones in 2010… no change from 20092010… no change from 2009– Take a picture…. Take a picture…. 66 to 76%66 to 76%– Send & receive text messages…Send & receive text messages… 65 to 72%65 to 72%– Send & receive email…Send & receive email… 25 to 34%25 to 34%– Access the Internet…Access the Internet… 25 to 38%25 to 38%– Send & receive instant messages…Send & receive instant messages… 20 to 30%20 to 30%– Record video…Record video… 19 to 34%19 to 34%
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““Young adults” 18 to 29…Young adults” 18 to 29…
Heavy use of “mobile” in many areas…Heavy use of “mobile” in many areas…– Send/receive text messages…Send/receive text messages… 95%95%– Take a photo..Take a photo.. 93%93%– Access Internet…Access Internet…
65%65%– Send/receive email…Send/receive email… 52%52%– Use social networking site…Use social networking site… 48%48%
Still low…Still low…– Purchased a product…Purchased a product… 20%20%
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Tales from the ResearchTales from the Research
““Mobile User Experience Is Miserable”Mobile User Experience Is Miserable”
Jakob Nielsen: July 2009 AlertboxJakob Nielsen: July 2009 Alertboxhttp://bit.ly/2LgE4jhttp://bit.ly/2LgE4j
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Main mobile problems…Main mobile problems…
4 major problems4 major problems
– Small screensSmall screens
– Awkward inputAwkward input
– Slow downloadsSlow downloads
– Poor design for mobilePoor design for mobile
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Reason for optimism…Reason for optimism…
Task success was higher at sites designed Task success was higher at sites designed for mobile access…for mobile access…– 64% task completion at “sites for mobile”64% task completion at “sites for mobile”– 53% task completion at regular websites53% task completion at regular websites
Larger screen = more successLarger screen = more success– Regular cell phones… 38% successRegular cell phones… 38% success– Regular smartphones… 55% successRegular smartphones… 55% success– Touch screen phones… 75% successTouch screen phones… 75% success◄◄
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State of Mobile MarketingState of Mobile Marketing
Best uses for “mobile”…Best uses for “mobile”…Your regular website is not obsoleteYour regular website is not obsolete
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Mobile tasks: recruitmentMobile tasks: recruitment
Find academic program listFind academic program list
Register for a campus visitRegister for a campus visit
Inquire about enrollment… if simpleInquire about enrollment… if simple
Check application statusCheck application status
Pay an enrollment depositPay an enrollment deposit
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Mobile App vs. Mobile WebsiteMobile App vs. Mobile Website
Mobile AppMobile App– Different apps for Different apps for
different devicesdifferent devices– How will people How will people
find your app?find your app?– Not easy to updateNot easy to update– Higher Higher
performance performance possible/Easier usepossible/Easier use
Mobile WebsiteMobile Website– Access from any Access from any
mobile devicemobile device– Can find using Can find using
“search”“search”– Easy to updateEasy to update– Will perform as well Will perform as well
as you build it/Not as you build it/Not great right nowgreat right now
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Make things easy in mobile…Make things easy in mobile…
“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
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The NY Times on mobile…The NY Times on mobile…
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Build a new mobile site?Build a new mobile site?
““Mobilize, don’t miniaturize”… anon.Mobilize, don’t miniaturize”… anon.– “… “… the mobile context is so different the mobile context is so different
from the desktop one it deserves direct from the desktop one it deserves direct consideration vs. just consideration vs. just mangling downmangling down a a full-size site.” full-size site.”
Drew Stevenson, University of Minnesota, Drew Stevenson, University of Minnesota, 20102010
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4242
Mobile Marketing in Higher Mobile Marketing in Higher EducationEducation
Kettering UniversityKettering UniversityCollege of CharlestonCollege of Charleston
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The first image… while it loadsThe first image… while it loads
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4444
At the site… brand imprintAt the site… brand imprint
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Ready to inquire?… one stepReady to inquire?… one step
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Immediate email response…Immediate email response…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4747
A task-oriented home page…A task-oriented home page…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4848
No “finger flicking” here…No “finger flicking” here…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4949
Easy to scan academic majors…Easy to scan academic majors…
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Clean, simple program page…Clean, simple program page…
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Mobile access to your website…Mobile access to your website…
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Texting…Texting…
Ongoing communication for those Ongoing communication for those who opt-in to receive itwho opt-in to receive it– Recruitment eventsRecruitment events
– Important news updatesImportant news updates
Rules similar to email:Rules similar to email:– Must opt-inMust opt-in
– Easy to opt-outEasy to opt-out
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5353
Building a database: Recruitment Building a database: Recruitment http://www.stmarytx.edu/admission/?go=mobileupdateshttp://www.stmarytx.edu/admission/?go=mobileupdates
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A short summary…A short summary…
Strategy: prepare now to give future Strategy: prepare now to give future students mobile accessstudents mobile access– Identify key tasks for future students that are Identify key tasks for future students that are
“mobile friendly.”“mobile friendly.”– Use analytics to monitor rise of mobile accessUse analytics to monitor rise of mobile access– Give resource priority to mobile site over Give resource priority to mobile site over
mobile apps if you mustmobile apps if you must
Ability in mobile will influence perception of Ability in mobile will influence perception of your brandyour brand
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Stay up to date…Stay up to date…
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Mobile Marketing Association…Mobile Marketing Association…http://mmaglobal.com/policieshttp://mmaglobal.com/policies
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Mobile Marketing HandbookMobile Marketing Handbookhttp://www.mobilemarketinghandbook.com/http://www.mobilemarketinghandbook.com/
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Mobile MarketerMobile Marketer http://www.mobilemarketer.com/http://www.mobilemarketer.com/
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Mobile in Higher Ed blog Mobile in Higher Ed blog http://www.dmolsen.com/mobile-in-higher-ed/http://www.dmolsen.com/mobile-in-higher-ed/
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Jakob Nielsen Usability Report…Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/http://www.nngroup.com/reports/mobile/
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Thank You!Thank You!
Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident
Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068
248.766.6425 248.766.6425
[email protected]@bobjohnsonconsulting.comCustomer Carewords Website Research Customer Carewords Website Research
www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com