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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Getting Mobile: Getting Mobile: New Platforms to Promote New Platforms to Promote
Australian International Education ConferenceAustralian International Education ConferenceOctober 11-14, 2011October 11-14, 2011Adelaide, AustraliaAdelaide, Australia
Part I: Part I: Overview for 2011… and onwardOverview for 2011… and onward
Strategy imperative…Strategy imperative…
Remember the land-line telephone?Remember the land-line telephone?
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Key Strategy Challenge:Key Strategy Challenge:
Why should I put scarce Why should I put scarce resources into mobile resources into mobile
marketing?marketing?
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Helping or hurting your brand Helping or hurting your brand reputation…reputation…
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Growing expectation…Growing expectation…
A “mobile friendly” web A “mobile friendly” web presencepresence
25% smartphones world wide…25% smartphones world wide…http://bit.ly/grclDrhttp://bit.ly/grclDr
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Smartphone by country… 2011Smartphone by country… 2011http://bit.ly/oVj16yhttp://bit.ly/oVj16y
Highest penetration per population densityHighest penetration per population density– Singapore...Singapore... 62 percent62 percent– Australia…Australia… 37 percent37 percent– Japan, U.K., U.S. are all lowerJapan, U.K., U.S. are all lower
80% of Australian businesses do not have 80% of Australian businesses do not have mobile websitesmobile websites– Many believe having a mobile app = having a Many believe having a mobile app = having a
mobile strategymobile strategy
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Use of mobile for social media…Use of mobile for social media…http://bit.ly/grclDrhttp://bit.ly/grclDr
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Asia Pacific is “most exciting”…Asia Pacific is “most exciting”…http://bit.ly/iUracNhttp://bit.ly/iUracN
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Major reason people go to any Major reason people go to any website…website…
Complete a taskComplete a task
Gerry McGovern:Gerry McGovern:
““You don’t have a mobile You don’t have a mobile strategy, you have a top strategy, you have a top
task strategy.”task strategy.”Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111
How will 30+ home page How will 30+ home page links become 8 to 10 links become 8 to 10
mobile links?mobile links?Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1212
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Top tasks for recruitment might be…Top tasks for recruitment might be…
Find academic course listFind academic course listCheck enrollment profileCheck enrollment profileGet cost informationGet cost informationInquire about enrollmentInquire about enrollmentApply onlineApply onlineCheck application statusCheck application statusGet to campusGet to campus
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Mobile App or Mobile Website?Mobile App or 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 itas you build it
If you’re thinking about an app…If you’re thinking about an app…
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Prediction for 2015…Prediction for 2015…http://bit.ly/mPtumXhttp://bit.ly/mPtumX
Financial Times already has left App Store Financial Times already has left App Store and created a HTML 5 mobile site.and created a HTML 5 mobile site.
App Store will follow AOL and “By 2015 App Store will follow AOL and “By 2015 we’ll all feel silly talking about apps.”we’ll all feel silly talking about apps.”
Counterpoint: Counterpoint: “I think it’s a bit of a stretch to assume that it is going to go away that quickly.”
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Part II: Part II: Basic Usability IssuesBasic Usability Issues
Slow, steady improvement but not Slow, steady improvement but not yet equal to large screen mobile yet equal to large screen mobile
experienceexperience
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Main mobile challenges…Main mobile challenges…Jakob Nielsen at http://bit.ly/iqAv8Jakob Nielsen at http://bit.ly/iqAv8
4 major problems4 major problems– Small screensSmall screens– Awkward inputAwkward input– Slow downloadsSlow downloads– Poor design for mobilePoor design for mobile
Impact on task completion in 2010Impact on task completion in 2010– 80% success on regular websites from a PC80% success on regular websites from a PC– 59% success from a mobile phone59% success from a mobile phone
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Meet challenges and success grows…Meet challenges and success grows…
Task success was higher at sites Task success was higher at sites designed for mobile access…designed 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
““Our new research shows that Our new research shows that mobile sites mobile sites and apps have been improving their and apps have been improving their usabilityusability, even though it's , even though it's still far below still far below that of regular websites accessed from a that of regular websites accessed from a desktop computerdesktop computer.”.”
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““The current The current success rate for mobile Web success rate for mobile Web use (62%)use (62%) is about what we measured for is about what we measured for desktop Web use in desktop Web use in 19991999. The current . The current desktop success rate is 84%desktop success rate is 84%; unless ; unless mobile usability starts improving more mobile usability starts improving more rapidly, we'll have to rapidly, we'll have to wait until 2026wait until 2026 to to reach that level.”reach that level.”
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““This leads to the first, and maybe This leads to the first, and maybe most most important, guidelineimportant, guideline for improving the for improving the mobile user experience: mobile user experience: design a design a separate mobile siteseparate mobile site. Don't expect users . Don't expect users to access the same site from both desktop to access the same site from both desktop and mobile browsers.”and mobile browsers.”
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““A second key guideline… clear, explicit A second key guideline… clear, explicit links from the full site to the mobile sitelinks from the full site to the mobile site and from the mobile site to the full site.”and from the mobile site to the full site.”
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““As long as users don't need to navigate, As long as users don't need to navigate, they they might actually be okay when they're might actually be okay when they're dumped into a site that works poorly dumped into a site that works poorly on on their phone... their phone...
““But if users want to know more than what But if users want to know more than what that one page offers, they'll suffer if they're that one page offers, they'll suffer if they're stuck on the full site. That's when the link stuck on the full site. That's when the link to the mobile site will come in handy.” to the mobile site will come in handy.”
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How fast does your site load?How fast does your site load?http://bit.ly/bFHRP1 ... for Top 30 siteshttp://bit.ly/bFHRP1 ... for Top 30 sites
Where do you fit among these examples?Where do you fit among these examples?– Sears…….Sears……. 3.59 seconds3.59 seconds– Dell…….Dell……. 5.23 seconds5.23 seconds– Walgreen’s……Walgreen’s…… 6.29 seconds6.29 seconds– Wal-Mart……Wal-Mart…… 6.32 seconds6.32 seconds– Amazon.com……Amazon.com…… 6.79 seconds6.79 seconds– Barnes & Noble…Barnes & Noble… 7.01 seconds7.01 seconds– CVS…..CVS….. 7.59 seconds7.59 seconds– Lowe’s…..Lowe’s….. 7.66 seconds7.66 seconds
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Part III:Part III:Designing for mobile…Designing for mobile…
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Basic design rule for mobile…Basic design rule for mobile…
Keep things simple…Keep things simple…
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First impression… this?First impression… this?
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First impression… or this?First impression… or this?
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The Golden Rule remains…The Golden Rule remains…
5 to 8 seconds to connect 5 to 8 seconds to connect when a page openswhen a page opens
The holy grail… one websiteThe holy grail… one website
One website for every One website for every access pointaccess point
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Dilemma at the start…Dilemma at the start…
What do we do with What do we do with content on “traditional” content on “traditional”
websites?websites?Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3232
We have to solve the dilemma…We have to solve the dilemma…
““Short is too long. Ultra-short rules the Short is too long. Ultra-short rules the day” in mobile content.day” in mobile content.– Jakob NielsenJakob Nielsen– Alertbox: August 1, 2011 Alertbox: August 1, 2011 http://http://bit.ly/pftKhpbit.ly/pftKhp
How much of your content is “dead” & How much of your content is “dead” & “useless” junk that impedes navigation & “useless” junk that impedes navigation & search results?search results?– Gerry McGovernGerry McGovern
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Long necks and long tails…Long necks and long tails…
““Much of the long tail Much of the long tail is a dead zone… full is a dead zone… full of dead and useless of dead and useless content.”content.”– Gerry McGovernGerry McGovern
Long tail content gets Long tail content gets found in search and found in search and included in linksincluded in links
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Can you answer this?Can you answer this?
How will you reduce links How will you reduce links on your home page to 8 to on your home page to 8 to
10 for a mobile site?10 for a mobile site?Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3535
How will you change this page…How will you change this page…
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To this home page?To this home page?
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Navigation by icons or…Navigation by icons or…
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Navigation by words…Navigation by words…
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Or give people a choice?Or give people a choice?
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After the home page…After the home page…
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3 approaches to a mobile site…3 approaches to a mobile site…http://bit.ly/nMPJSk
Tweak your present websiteTweak your present website– Automatic basic adjustments through a CMSAutomatic basic adjustments through a CMS
Adaptive layoutAdaptive layout– Changes your images and layout on your Changes your images and layout on your
“traditional” site to fit a mobile screen“traditional” site to fit a mobile screen– Works best if designed from the start to adaptWorks best if designed from the start to adapt
Dedicated mobile website…Dedicated mobile website…– Most expensive solutionMost expensive solution– Best experience for visitorsBest experience for visitors
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Beware the iPhone tech trap…Beware the iPhone tech trap…
iPhone can display iPhone can display your traditional your traditional web pagesweb pagesBut in a size that But in a size that nobody can read nobody can read without finger without finger flickingflickingGoal: no finger Goal: no finger flickingflicking
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Keep graphics small & relevant…Keep graphics small & relevant…
No room (or need) No room (or need) on mobile pages on mobile pages for graphics not for graphics not directly related to directly related to the contentthe content
Make sure key Make sure key content areas are content areas are immediately visibleimmediately visible
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Long links = easier navigation…Long links = easier navigation…
3 to 5 word links are easier to touch3 to 5 word links are easier to touch
Avoid one word linksAvoid one word links– And especially a series of one word links one And especially a series of one word links one
after anotherafter another
On lists, leave enough space between On lists, leave enough space between wordswords
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The NY Times goal for mobile…The NY Times goal for mobile…
“The Internet should work like it does on PC screens.”
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Can we meet this challenge?Can we meet this challenge?
“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…
Accessibility issues…Accessibility issues…
Mobile web best practices from W3CMobile web best practices from W3C
Mobile web guidelines atMobile web guidelines at– http://www.w3.org/TR/http://www.w3.org/TR/
mobile-bp/mobile-bp/
SlideShare review at SlideShare review at http://slidesha.re/aec8DY http://slidesha.re/aec8DY
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Part IV: Part IV: Mobile Marketing in Higher Mobile Marketing in Higher
EducationEducation
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1. Direct marketing focus…1. Direct marketing focus…
One goal: get an inquiryOne goal: get an inquiry
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The first image… while it loadsThe first image… while it loads
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If you are a student like this…If you are a student like this…
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Very simple enrollment Very simple enrollment inquiry…inquiry…
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Not yet applied for admission…Not yet applied for admission…
““Be early, catch the Be early, catch the worm. Submit ur worm. Submit ur admission admission application by Jan application by Jan 15 for priority 15 for priority consideration. Get consideration. Get info at info at www.stmarytx.edu/www.stmarytx.edu/admission.” admission.”
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““Cre8 a profile on Cre8 a profile on the St Marys online the St Marys online community at community at www.BeARattler.cowww.BeARattler.com by Feb 1 to be m by Feb 1 to be entered to get ur entered to get ur $200 enrollment $200 enrollment deposit waived!”deposit waived!”
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Register for Orientation…Register for Orientation…
““Bob, R u ready 4 Bob, R u ready 4 Orientation? Sign-Orientation? Sign-up is now open. Go up is now open. Go to to https://gateway.stmhttps://gateway.stmarytx.edu. We R arytx.edu. We R lookin 4ward to lookin 4ward to seeing u on seeing u on campus!” campus!”
4. QR Codes4. QR Codes
Using in print advertising, view books, Using in print advertising, view books, printed recruitment pieces, college printed recruitment pieces, college
fair exhibits fair exhibits
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Get started here…Get started here…http://en.wikipedia.org/wiki/QR_codehttp://en.wikipedia.org/wiki/QR_code
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QR codes in Australia…QR codes in Australia…http://bit.ly/bztkDmhttp://bit.ly/bztkDm
““Stupid Question” in 2010…Stupid Question” in 2010…– ““Does anyone in Australia actually use QR Does anyone in Australia actually use QR
codes?”codes?”
Answer in 2010…Answer in 2010…– ““Australians Australians dodo use QR codes, but they aren’t use QR codes, but they aren’t
a mainstream marketing tool yet. Time will tell a mainstream marketing tool yet. Time will tell whether they’re a fad or a genuinely useful whether they’re a fad or a genuinely useful addition to interactive media.”addition to interactive media.”
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QR code use in the U.S.…QR code use in the U.S.…http://bit.ly/lpcggLhttp://bit.ly/lpcggL
In February, 2011…In February, 2011…– Get coupons……………Get coupons…………… 53%53%– Access more information…Access more information… 52%52%– Sign up for more info…….Sign up for more info……. 26%26%– Access video…..Access video….. 24%24%– Access social media site…Access social media site… 23%23%
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Good advice in 2011…Good advice in 2011…http://bit.ly/q2QWrWhttp://bit.ly/q2QWrW
Test the code with Test the code with different readersdifferent readers
Be careful w/ text or it Be careful w/ text or it might break the codemight break the code
Link to mobile pagesLink to mobile pages
Don’t use where Don’t use where people can’t connectpeople can’t connect
Offer value at the Offer value at the destinationdestination
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If you use QR codes…If you use QR codes…
Essential to create a mobile friendly Essential to create a mobile friendly landing page for quick scan…landing page for quick scan…
2 Sky magazine May 2011 examples2 Sky magazine May 2011 examples
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Mobile friendly landing page…Mobile friendly landing page…
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Experiment at “QR Stuff”…Experiment at “QR Stuff”…http://www.qrstuff.com/http://www.qrstuff.com/
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5. Online Mobile Application5. Online Mobile Application
University of the Pacific received 10% of University of the Pacific received 10% of undergraduate applications in 2010 from undergraduate applications in 2010 from
mobile phonesmobile phones
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Online application can work…Online application can work…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8787
Including international students…Including international students…
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8989
Part IV: Part IV: Future Mobile Marketing Future Mobile Marketing
ChallengesChallenges
Legal Legal TechnicalTechnical
ManagementManagement
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Multiple providers build “walled gardens”…Multiple providers build “walled gardens”…– AppleApple– Google Google – BlackberryBlackberry– NokiaNokia
Multiple standards for ads, apps, displaysMultiple standards for ads, apps, displays– More cost to implement mobile programMore cost to implement mobile program
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Legal challenges in U.S.…Legal challenges in U.S.…
Must have consent for SMS messagesMust have consent for SMS messages
– Even if someone has already signed for emailEven if someone has already signed for email
– Verizon agreed to 12 pt. font settlementVerizon agreed to 12 pt. font settlement
Likely: easy to find, understand “stop Likely: easy to find, understand “stop
sending” optionsending” option
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Technical challenges…Technical challenges…
Usability…Usability…
– Visitor experience will determine successVisitor experience will determine success
– NY Times is right… “easy as access from a NY Times is right… “easy as access from a
PC” is the goalPC” is the goal
– We are not there yetWe are not there yet
– But we are moving in that directionBut we are moving in that direction
– Nielsen smartphone research is encouragingNielsen smartphone research is encouraging
Management challenges…Management challenges…
Content… Content… – Content is added to websites, seldom Content is added to websites, seldom
removedremoved– Most web content is irrelevant to most peopleMost web content is irrelevant to most people– Silly to make all “traditional” website content Silly to make all “traditional” website content
“mobile friendly”… no resources for that“mobile friendly”… no resources for that– But what content to leave behind?But what content to leave behind?– Will that question hinder mobile websites?Will that question hinder mobile websites?
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 9494
Video challenges…Video challenges…
An important element, but…An important element, but…
– Data plane expense might limit use past Data plane expense might limit use past
“early adopters”“early adopters”
– Video done for regular websites may not play Video done for regular websites may not play
well on smartphoneswell on smartphones
– Video users will demand rapid playVideo users will demand rapid play
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 9595
Part IV:Part IV:Sources of Information to FollowSources of Information to Follow
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 9696
Mobile Marketing Association…Mobile Marketing Association…http://mmaglobal.com/policieshttp://mmaglobal.com/policies
mobiThinking for international…mobiThinking for international…http://mobithinking.com/http://mobithinking.com/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 9797
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 9898
Mobile Marketer… Mobile Marketer… http://www.mobilemarketer.com/http://www.mobilemarketer.com/
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 100100
Bob Johnson’s marketing blog…Bob Johnson’s marketing blog…http://www.bobjohnsonblog.com/mobile-marketing/http://www.bobjohnsonblog.com/mobile-marketing/
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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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MIT Open Source code for mobile…MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/http://sourceforge.net/projects/mitmobileweb/
U.S. government guide to top tasks…U.S. government guide to top tasks…http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 103103
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 104104
Thank You!Thank You!
Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident
Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068