Social and Mobile are here:Are You Ready?

AMA SIG Higher EdJanuary 19, 2012

Nicole O’ConnellDirector of Enrollment Marketing

Loyola University Chicago

Nicole O’ConnellDirector of Enrollment Marketing

Loyola University• Since 2006, she has directed the strategic development of

marketing and communications plans for Enrollment Management.

• Oversees advertising placement, creative development, and implementation of overall communications plans across various platforms and media to attract new students to undergraduate, graduate, and continuing studies programs.

• Previous Leadership: The Rotary Foundation, Marquette University, and Westwood College.

• Nicole holds a B.S. in economics from Marquette University.

Agenda• The Mobile and Social Media Opportunity

• Integrating Mobile Marketing and Social Media into University Marketing

• Loyola case study and industry best practices

• Top 5 free / low-cost ideas

Sources:1-2 The International Telecommunication Union (2011). 3. Google (2011)4. Portio Research (January 2011). 5 ComScore MobiLens study, October, 2010.6 Official Facebook Statistics7 ABI Research (May 2010)

1. At the end of 2011, there were 6 billion mobile subscriptions, or 87 percent of the world population.

2. There are now 1.2 billion mobile Web users worldwide. 3. Mobile web traffic will surpass PC traffic by 2013.4. 8 trillion text messages sent in 2011. 5. 83% of text messages opened within one hour of being

received6. There are more than 350 million active users, 44 percent,

currently accessing Facebook through their mobile devices. 7. App stores will slowly decline as subscribers migrate from

download apps to mobile Web sites.

Mobile Stats / Trends

Social Media States / Trends1. 48% of 18-34 year olds check Facebook right when they wake up AND find

out news through Facebook.

2. Social media accounts for one out of every six minutes spent online in US.

3. YouTube is the second most popular search engine in the world.

4. The most used apps across all smartphones are Facebook, Google Maps, and The Weather Channel .

5. 200 million Tweets per day • “For perspective, every day, the world writes the equivalent of a 10

million-page book in Tweets or 8,163 copies of Leo Tolstoy’s War and Peace” –Twitter blog (June 2011)

Sources:1. Official Facebook Statistics 2. Journalism.co.uk 3. ComScore (August 2008) 4. Neilsen (June 2010)5. Twitter (June 2011)

What Are We Doing on the Web?

*Creators, joiners, and spectators highest18-21 and 22-26

Preferred Channels of Communication

• A Pew Internet study shows that 73% of adult Americans are texting now.

• 31% of adults would prefer a text message over talking.

• Social Networks and blogs are morepopular than e-mailExample: Boston College stopped providingits students with e-mail addresses.

Challenge to Higher Ed:Student Lifecycle

• Acquire– Awareness and brand building

• Develop– Suspect, prospect, apply, admit, enroll

• Retain and Expand– Prevent melt

• Retire– Engage alumni

Student Lifecycle Solution• Acquire

– Facebook pages, QR codes, text, mobile landing pages

• Develop– Open house invites, event drivers, text alerts

• Retain and Expand – News, info, and updates via social and mobile

• Retire– Events, news, donor relations

MOBILE MARKETINGIT’S REAL-TIME MARKETING AND MORE THAN JUST SMS

Why Mobile Matters:Making the Case for Mobile

• Use your analytics• How are people coming to your site?

• More than 2 in 5 mobile users will access the web from their phone each month• 61% of users are unlikely to revisit a website that is not mobile friendly• Customer engagement increases 85% with a mobile optimized site!

Source:Marketaire (2011)

LUC.edu Metrics Q1 New Visitors – ’09, ‘10, ‘11

Segment Q1 2009 vs. Q1 2010 –

New Visitor Growth

Q1 2010 vs. Q1 2011 –

New Visitor Growth

Q1 2009% of total

new visitors

Q1 2010% of total

new visitors

Q1 2011% of total

new visitors

LUC.edu

Broadband +5% +6.4%

Mobile +14,372% +82.2% .02% 3.0% 5.2%

Undergraduate

Broadband +11.4% -19.7%

Mobile +7,781.8% +223.7% .04% 3.1% 8.7%

GPEM

Broadband +10.5% -14.1%

Mobile +8,538.5% +206.6% .03% 2.7% 6.5%

Mobile Database Building• Current Grad and Undergrad mobile databases:

Grad = 641Undergrad = number forthcoming

• Opt in = authorizing Loyola to text with news, information, and updates

• Goal: Increase application completion rate and reduce melt• Enables Loyola to re-engage prospects during key stages of

the application process.

Capture Mobile Opt-ins• Mobile search patterns• Mobile landing page

User Content – What Does the [mobile] Audience Want?

• Tuition / Financial Aid information• Scholarship info• Request more info / Register for event• Student, faculty, and alumni testimonials• Rankings

Optimize for MobileMobile Web site Mobile forms Don’t have mobile pages?

Use VIDEO

Mobile Versions of Broadband Sites

SOCIAL MEDIA = ENGAGMENT

Vision Communication Website Marketing Growth Direct Innovation Interactive Enhanced

Adding Mobile to Your Marketing Mix

Direct Mail• Used QR code to mobile landing page

• 266 views

• 36 completed open house registration forms

• 13.5% conversion rate

Radio meets Mobile

Promote Graduate open Houses. Drive prospects to request more information and RSVP

Included in Program:• :30 audio spot• Companion banner• Landing page with Open House registration form• 163 Open House registrations completed

Print and Mobile

• 384 Hits on the QR codes

• 25 responses to text call to action

• 9 completed forms

Results

Integrate Mobile and Social Media

Text FINAID to 777555

Blogs and Twitter - they go together

HTML Email

Top 5 Actions to Take Today1. Create mobile-friendly starting point,

ie, single mobile webpage with contact info.

2. Customize Facebook Pages3. Add Social Media buttons to Web site

home page and move above fold.4. Begin the database build - mobile

opt-ins.5. Create and share multichannel

marketing calendar.

Food For Thought• Communication channels are evolving

- keep pace or lose relevancy

• Stop working hard doing the wrong things and misallocating finite time, money, and resources

• Personally Commit to the social lifestyle

Questions?

Nicole O’ConnellDirector of Marketing and Communications

Loyola University Chicago

noconne@luc.edu312.480.8108 mobile

LinkedIn.com/n-o-connell@noconnell