M2 roadshow europe donald mc leod uni of herts

Extending our online strategy

into Mobile

Background

Up to 2008 - traditional

Key drivers

1. Data Collection

2. Enhanced experience

3. Efficiencies

Mobile timeline 2008-2009

2008 2009

Blyk

SMS

SMS

Blyk – SMS, MMS, WAP

and HTML

HTML email

Data Collection

Paper forms

Passed to admissions for data input >

Human error, delay in processing etc >

Prospectus sent out >

No further tracking

iPhone collection

Wap form developed (rendered for iPhone viewing) >

automated email sent including link to digital prospectus and CRM

account registration >

Follow up dependent on CRM account creation

iphone app - data

Mobile timeline 2008 2009 2010

Blyk

SMS

SMS

SMS

Uherts.mobi

• Built for international market

• Course page feed

• 24 pages of content

• Data collection function

Uherts.mobi

• Quick response codes linking through to

mobile content

• Full analytics

• 2011 Mini prospectus

o 275 – mobile site

o 214 – YouTube video

Uherts.mobi - analytics

22 January to 28 September 2010

• Visits 17,505

• Visitors 12,740

• Impressions 38,416

Orange World – April & May 2010

• Display

• Animated gifs

• engage with audience – incorporate responses

• open day campaigns directed to mobile landing page

Campaign Targeting Page Clicks CTR

Dates Impressions

26.04.2010 Age & 355,400 2232 0.63 %

26.05.2010 Geographical

Avg. Mobile CTR – 0.48%

Web app – to reach maximum

number of students – 67% use

phone to access internet & 80%

have functionality

Audience: current students

Key functions - bus times,

campus maps, news & events

feeds, social media feeds, &

promotions

MyHerts.info

myherts.info

screen shots

Mobile timeline2008 2009 2010 2011

Blyk

SMS

SMS SMS SMS – enquiries

and applicants

activity

More bespoke

web apps

Donald McLeod

Head of Marketing Services

[email protected]