5 arguments for having a mobile website now slides

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& Welcome
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Friday, August 26, 2011 1

Thanks for joining me today.

I have been in higher ed marketing since the dawn of the digital revolution back in the early 90’s. The idea that technology rapidly and
constantly changes is normal. And that change changes the way we think about recruiting and how to talk with prospects - that’s something
we’ve all gotten used to.

M
Mobile Marketing: The New Way to Reach Prospects

Thanks for joining me today.

I have been in higher ed marketing since the dawn of the digital revolution back in the early 90’s. The idea that technology rapidly and
constantly changes is normal. And that change changes the way we think about recruiting and how to talk with prospects - that’s something
we’ve all gotten used to.

5
5 real reasons you need a mobile website now!
We want to break out what we think are some very real and valid reasons why your .edu site should be mobile and I want to get across the
urgency and timeliness required. But I want to do this without giving you a sense of panic or that feeling of “Oh no, yet another cool piece of
technology I HAVE to adopt.” So I’ll touch on these ﬁve issues today and try to paint a clear picture of the need and justiﬁcation for building a
mobile website.

• Why you need a mobile-friendly website now

5
• Why it’s especially important in a competitive
marketplace

• Why it’s worth it

• Why it is uniquely critical for .edu

• Why it’s easier than you think

We want to break out what we think are some very real and valid reasons why your .edu site should be mobile and I want to get across the
urgency and timeliness required. But I want to do this without giving you a sense of panic or that feeling of “Oh no, yet another cool piece of
technology I HAVE to adopt.” So I’ll touch on these ﬁve issues today and try to paint a clear picture of the need and justiﬁcation for building a
mobile website.

So before we dig into the 5 reasons lets just review what it is about mobile sites that are unique.

First off Smartphones are people’s ALWAYS ON companion. Some of us are literally attached to them. Mine is on my belt right now - and muted ;-)

Mobile websites are different!

So before we dig into the 5 reasons lets just review what it is about mobile sites that are unique.

First off Smartphones are people’s ALWAYS ON companion. Some of us are literally attached to them. Mine is on my belt right now - and muted ;-)


This is how mobile web sites are different.

Users are different
Structure is different
Technology is different


This is how mobile web sites are different.


I think everyone knows this Google research by now. it is from 2009. Maybe users of a .edu site
are a bit different but this feels true to me. I know it has been my personal experience.

1. Repetitive now: user looking for the same information over
and over again. i.e. sports scores, your Facebook

2. Bored now: users with time on their hands. People on trains,
waiting at an airport. And later we will explain how to take advantage of this situation with a real
case study.

3. Urgent now: a user who needs information fast. i.e.
directions, contact info.

Users are different

Repetitive now
Bored now
Urgent now


I think everyone knows this Google research by now. it is from 2009. Maybe users of a .edu site
are a bit different but this feels true to me. I know it has been my personal experience.

1. Repetitive now: user looking for the same information over
and over again. i.e. sports scores, your Facebook

2. Bored now: users with time on their hands. People on trains,
waiting at an airport. And later we will explain how to take advantage of this situation with a real
case study.

3. Urgent now: a user who needs information fast. i.e.
directions, contact info.

What else is different

Smart phones are embedded into daily life

They use them everywhere

Used while consuming other media

Quick & convenient

89% of people use their smartphone through out the day

Home 93, on the go 87, in a store 77, restaurant 73, work 72, airport 50, school 29

Multi-tasking 72%

quick & convenient 89%


Based on both the user type and the browsing restrictions unique to each platform – the site must be
structured to make sense and be extremely easy to use. Remember mobile users are mobile, they are
walking or God forbid - driving while trying to reach their goal. Make it quick. Make it easy.

Structure
is different


Based on both the user type and the browsing restrictions unique to each platform – the site must be
structured to make sense and be extremely easy to use. Remember mobile users are mobile, they are
walking or God forbid - driving while trying to reach their goal. Make it quick. Make it easy.


I am not a programmer. Programming is like magic I don’t want to look behind the curtain. What I do
want IS is a team that understands the nuances of each programing technology and NOT to plan or
inadvertently build obsolescence.

With dozens of devices and dozens of operating system this is important.

Technology is different
XHTML
HTML5
PHP
ASP.Net
JAVA
PostgreSql
MS SQL Server


I am not a programmer. Programming is like magic I don’t want to look behind the curtain. What I do
want IS is a team that understands the nuances of each programing technology and NOT to plan or
inadvertently build obsolescence.

With dozens of devices and dozens of operating system this is important.

So why do you need a mobile site now. Why is everyone in ASAP mode about this issue?

“EXPECTATIONS”. I think both traditional UG prospects as well as adult and continuing education prospects EXPECT immediate access to all types of information in an instant and this has
become standard procedure. Its not that our audience is spoiled and impatient - its an industry wide paradigm shift that is permanent.

People with smart phones expect smart interactivity. They use their phones for search to continue a discussion, go to their desktop to search further, visit the places they search and if it is a
business 53% make a purchase.

Your target audience is ready & waiting

So why do you need a mobile site now. Why is everyone in ASAP mode about this issue?

“EXPECTATIONS”. I think both traditional UG prospects as well as adult and continuing education prospects EXPECT immediate access to all types of information in an instant and this has
become standard procedure. Its not that our audience is spoiled and impatient - its an industry wide paradigm shift that is permanent.

People with smart phones expect smart interactivity. They use their phones for search to continue a discussion, go to their desktop to search further, visit the places they search and if it is a
business 53% make a purchase.


The second key word is OPPORTUNITY because not having a mobile site leaves a hole in
your marketing efforts. It is a hole that prospects and the rest of your audience can fall
through.

71% of smartphone users search because they saw an ad. Later we’re going to show you
how to make that connection even easier.

Your target audience is ready & waiting


The second key word is OPPORTUNITY because not having a mobile site leaves a hole in
your marketing efforts. It is a hole that prospects and the rest of your audience can fall
through.

71% of smartphone users search because they saw an ad. Later we’re going to show you
how to make that connection even easier.


So who are all these folks waiting for you to have a mobile site. Well just about everyone on the planet
that has a phone.

Bob Oxman our VP of creative services and standup comic wanna-be said to me while we worked on
this show “smart people have smart phones” just made that up but it has a nice ring to it. Get it ring -
phone....anyway let move on

Virtually exponential growth
Within your target demographic


So who are all these folks waiting for you to have a mobile site. Well just about everyone on the planet
that has a phone.

Bob Oxman our VP of creative services and standup comic wanna-be said to me while we worked on
this show “smart people have smart phones” just made that up but it has a nice ring to it. Get it ring -
phone....anyway let move on

The trend is obvious. And the numbers of smart phone users is becoming staggering almost 100 million right now and growing growing growing.

When my daughter turned 12 the 3G iPhone was free with a 2 year plan and it only cost $15 per month more more than setting her up with a feature phone with unlimited texting. I got to be
the cool dad for a month or so. She surfs the web more than my wife and I combined. And yes she text a lot more than us. I don’t know if a 13 year old smart phone user is normal but soon
it will be.

For some groups smart phones are more prevalent than desktop systems. You Tube is reporting that the number of people accessing their site via mobile is growing quickly too.

Why it’s important in a competitive marketplace...

This is why mobile is so important in the highly competitive EDU marketplace. Don’t even be just a step behind. Marketing is very much like fashion, to be recognized you have to keep up.

Why it’s important in a competitive marketplace...

Don’t be last.

This is why mobile is so important in the highly competitive EDU marketplace. Don’t even be just a step behind. Marketing is very much like fashion, to be recognized you have to keep up.


I think I would be remiss not to mention all the other commercial marketing efforts that split your
prospects time online, gee wiz there a lot of stuff out there to distract prospects.

While the incredibly time wasting Facebook is a distraction its also obviously the hot spot for social
media marketing...as of today - and right now Facebook to is reporting a growing number of mobile
users. Of people who visit Facebook via mobile 75% say it is the only way they visit.

Without a mobile site your sort of “out of the loop” with this generation of prospects.

Many influences on prospects time.


I think I would be remiss not to mention all the other commercial marketing efforts that split your
prospects time online, gee wiz there a lot of stuff out there to distract prospects.

While the incredibly time wasting Facebook is a distraction its also obviously the hot spot for social
media marketing...as of today - and right now Facebook to is reporting a growing number of mobile
users. Of people who visit Facebook via mobile 75% say it is the only way they visit.

Without a mobile site your sort of “out of the loop” with this generation of prospects.


Integrated marketing - to me this is one of the most exciting things happening in mobile. You already know
how important planning and executing effective multi media marketing is. Mobile needs to be part of your
mix.

With mobile as part of your integrated marketing plan I think you’ll ﬁnd the ROI quickly evident.

Mobile brilliantly connects to print, advertising and video like no other medium. QR codes are the conduit
that make this level of interactivity possible.

Why it’s worth it...

Here is a great example of how mobile works for you by bringing your target audience from your direct mail efforts into the your institutions
webisphere.

Direct mail science has proven that a multi-piece mailing is more effective. the same can be said for the interactivity between a postcard with
a QR code that tracks to a video that asks for a response for a more comprehensive follow up. And this is directly measurable.

This campaign includes a multi-panel folded unit with a small proﬁle card.

Each proﬁle card is linked to a testimonial video.

Now to make this cost effective some planning was required. We love the DSLR cameras for this type of thing, keeping in mind the viewership is strictly mobile. We shot shoot edited the
video in the course of two business days

How I would handle broadcast differently I’ll leave for another webinar!


The end result is three concise 60 second targeted testimonial videos.

Knowledge is valuable – but more valuable still is knowledge used in the service of

World Class
others. Neumann University is a private Catholic Franciscan university, living out a tradition of
respect for individuals, concern for the environment, and dedication to social responsibility.

When your university’s mission is focused on serving others, it’s not surprising that your own
community is a close and caring one. At Neumann University, you’ll find rigorous

Education
academics – taught by some of the nation’s brightest minds. You’ll find opportunities for
experiential learning – from internships, to study abroad, to service learning.
You’ll find remarkably successful alumni – from scientists, to educators, to artists. But what you
will also find is a learning community where each student is known, respected
and cared about – for the special individual that he or she is. That is a uniquely personal
With a Difference experience. That is the distinction, and the blessing, of a Neumann education.

1

1.800.9.NEUMANN
www.neumann.edu
ANDY ’12
“This has been by
far one of the
best experiences
of my life.”
NICOLE ’13
LAUREN ’13 “This has been by
FREDDIE ’14
“This has been by far one of the best
experiences “This has been by
far one of the best
of my life.” far one of the best
experiences...”
experiences of...”

Have you been waiting for a train or a plane or a Starbucks? You have are one of Google’s bored users. I mean folks are just standing around with their mobile phones waiting for
something cool to look at. Transit advertising with QR codes. Direct them to a video or a mini-mobile site.

In you pubs QR codes again.

You’re going to college to make your own mark...to grow as a woman and
a leader. You are ready to challenge yourself, take on new adventures,
push your limits, and realize your potential. The College of New
Rochelle will provide you with the knowledge, resources
and attitude you’ll need to break new ground and
become a woman of influence and power.

www.cnr.edu/discover

1.800.933.5923 % admission@cnr.edu % 29 Castle Place, New Rochelle, New York 10805

5 real reasons you need a mobile website now! !"#$%&& #'"!&(')*+, &)-.

./012 3456455
Friday, August 26, 2011 7891:02 7;881<1+;=+*1>+-;?@1881 21
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Have you been waiting for a train or a plane or a Starbucks? You have are one of Google’s bored users. I mean folks are just standing around with their mobile phones waiting for
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In you pubs QR codes again.

Why it’s worth it...


We believe in this stuff.

This is our ad in the eduWEB Conference program book. Go to San Antonio August 1st to 3rd
and visit with Jeanne Gosselin who will be presenting and say howdy to Janet Sieff who will be
at our booth.

Being mobile is part of your forward thinking brand...


Our cartoon College Bound shows the typical undergraduate prospect and they are heavy mobile
users.

They expect that you have a mobile site.

Maybe you remember the statistic from Omni Update/Noel Levitz research that said 16% of web
browsers who are unhappy with your web site - your mobile site maybe -- they drop you from their
search list.

Not sure if you all get PS&Ls College Bound comics, but we though it was a subject worth commenting
on. See our cartoons at psandl.com/blog

Simple made easy....


So how does this really work and how much burden on your IT department will going mobile cause? how
much of your current site content is viable



Well our process takes the challenges step by step


Simplify navigation




Simplify navigation
Simplify design




Simplify navigation
Simplify design
Prioritize content




Simplify navigation
Simplify design
Prioritize content
Minimize user input





From your desktop experience to the mobile platform is a gigantic change in scale. Making mobile work is all
about scaling down.



This is the road map. Unlike your big website you don’t need a GPS to navigate this. The logic is the same
in terms of user paths, just way less paths to follow. Once agin its a “ﬁt to scale” situation.


Simplify navigation


This is the road map. Unlike your big website you don’t need a GPS to navigate this. The logic is the same
in terms of user paths, just way less paths to follow. Once agin its a “ﬁt to scale” situation.


So here is Neumann U’s big site. Lots of user paths, news, links - a ton of well organized stuff to
look at, read and do. This site also has a strong brand appearance.

Desktop version


So here is Neumann U’s big site. Lots of user paths, news, links - a ton of well organized stuff to
look at, read and do. This site also has a strong brand appearance.


With mobile website design its your job to pare down the number of navigation choices. Here is a
wireframe view of Neumann’s site.

Remember the user is mobile - they are doing something else most times. AND Physically - smart
phone use has an entirely different human interaction compared to your desktop computer.

Taking into account the difference is the start of accounting for less choices

Simplify Design


With mobile website design its your job to pare down the number of navigation choices. Here is a
wireframe view of Neumann’s site.

Remember the user is mobile - they are doing something else most times. AND Physically - smart
phone use has an entirely different human interaction compared to your desktop computer.

Taking into account the difference is the start of accounting for less choices


Here is the second tier pages. Where a regular site is broad and deep, maybe with room for
the kitchen sink and the president’s letter a mobile site is a 5 pound sack. You cannot stuff 10
pounds into it.

Simplicity rules at every level of your mobile site design.

Minimize user input


Here is the second tier pages. Where a regular site is broad and deep, maybe with room for
the kitchen sink and the president’s letter a mobile site is a 5 pound sack. You cannot stuff 10
pounds into it.

Simplicity rules at every level of your mobile site design.


And this is what the wireframe looks like.

Less choices all around - but it still has a reasonably strong brand appearance for the scale.

So based on the site map from the earlier slide, you can see that this mobile site has just about al that
can ﬁt.

You need to understand the viewing scale in order to design effectively.

Design Simplified


And this is what the wireframe looks like.

Less choices all around - but it still has a reasonably strong brand appearance for the scale.

So based on the site map from the earlier slide, you can see that this mobile site has just about al that
can ﬁt.

You need to understand the viewing scale in order to design effectively.

Prioritize content

10,0000
Pages

OY! Yes this requires more than just judicious editing.

This requires a new mindset, a mindset that (once again) you can’t ﬁt 10lbs into a 5lbs bag.

You’ll have to fend off department heads and anyone else that makes content demands that will simple
not ﬁt. The research you do at the beginning of the process will help you in this possible battle.

Can I say this enough times ????

Prioritize content

30
Pages

OY! Yes this requires more than just judicious editing.

This requires a new mindset, a mindset that (once again) you can’t ﬁt 10lbs into a 5lbs bag.

You’ll have to fend off department heads and anyone else that makes content demands that will simple
not ﬁt. The research you do at the beginning of the process will help you in this possible battle.

Can I say this enough times ????



So just to review, making your website mobile is a “smart” reduction of both
content and design speciﬁcally formatted for your mobile audience.

That about wraps it up, I sure there are questions so let me throw this back to
Janet for the Q&A.


Simplify navigation



Janet for the Q&A.


Simplify navigation
Simplify design



Janet for the Q&A.


Simplify navigation
Simplify design
Prioritize content



Janet for the Q&A.


Simplify navigation
Simplify design
Prioritize content
Minimize user input



Janet for the Q&A.

Q&A Thank you
psandl.com

Janet Sieff John Stapleton
Business Development Principal
janet@psandl.com john@psandl.com
412.904.3133 215.572.7938


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