New developments Social Media Dr. Peter Stegelmann/Michael Schulte/Jens Wösten November 2015
1. Technical Revolution 2. Recruitment Process 3. Mobile University Websites 4. Mobile CRM 2
Recruitment Behind the Scenes or Social Media Behind the Scenes Your target group is part of a technical revolution... 3
Dimensions 10 x 6 cm 4
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Mobile isn t the future it s the present. (Source: sharethis.com) 8
Web users are almost twice as likely to share content from their mobile devices as they are from their desktops. 9
This trend will continue - more and more people say they don t need a laptop because they have a mobile phone. The conclusion for now is 10
In order to succeed with digital marketing, we may need to shift our mindset from "mobile-friendly" to "mobile first. But Mobile first does not mean mobile only 11
You do need a great desktop website - but you must have a mobile site that meets your visitors needs. Your visitors must be able to do everything on the mobile site they can on the desktop. 12
Mobile design and optimization can no longer be considered secondary In fact, today, it is desktops that should be considered the secondary device. - Stoney degeyter, CEO Pole Position Marketing, USA on marketingland.com 13
90 80 70 60 50 40 30 20 10 0 Mobile visitors to Studieren-in-Holland.de Mobile Phone Desktop Tablet 2013 2014 2015 14
90 80 70 60 50 40 30 20 10 0 Mobile visitors to Studienberatung TV-EDU Channel Mobile Phone Desktop Tablet 2013 2014 2015 15
2. Recruitment Process Oldest until 2010 16
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Old until 2015 19
But where do you place the content? 20
But where do you place the content? 21
New 22
But where do you place the content? 23
But where do you place the content? 24
3. Mobile Websites 25
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Remark: Problems of Mobile Websites Mobile users visit more pages and stay longer on Desktop sites presented on mobiles than on Mobile sites presented on mobiles But Google forces you to have a mobile site (Big ranking factor for mobile search) 28
What are the problems: People don t see your menu before they click. Responsive websites: Key information disappears from the initial view visitors are forced to scroll. 29
but are university sites mobile friendly? 30
Good: Button in the middle of the page links to study programmes
First Page A) Second page B) After clicking on button: A full page of information that is not study programmes A) Must scroll to get to study programmes. B) List seems unordered
Problems: Grey Menu-Button barely visible (left). Too small for fingers to hit Big images do not help to get information across they waste space and prohibit text information to be seen
Problems: Image on left shows open Menu. The font is very small. Programme list in Menu (right) does not open if words are pressed. The list will only show if a visitor does not press the word
Not optimal: 4 clicks are needed to get to this filtering page. Here you have to choose a field of study and a study language: But: If a filter does not find any study programmes that match, no error message is shown. The list stays empty. No feedback.
Good: Button Study programmes is not hidden in Hamburger menu Less-optimal: Website is very slow. For example: 74% won t wait 5 seconds for a web page to load
First Page A) Second page B) After clicking on button: Must scroll two full pages before at desired programme list A) and B) Worse: 11Mb image: - That is 2-5% of the monthly data available - Or 2,50 without a data plan per page! That s why the Website is so slow
First Page A) Second page B) Improvement tip: A simple positional switch of the text blocks can improve the page. Get to the point quick Get in depth later
Not optimal: A big banner uses 70% of available screen size In total only 15% are left for navigation and content. Good: One of the best placements of images in text we ve seen.
WASTED SPACE Not optimal: The page is not wide enough. The red rectangle is completely free. Better (right side): Full width texts Image not to big Good amount of textinformation
Good: First Page is only a menu that is already opened. After click on programs: Nicely formatted list of programmes shows up. Not so good: Formatted text does not have any links (Links are at bottom of page not were they are supposed to be)
Good: Fold-open -style elements to hide away information. But: Text is incredibly short. Why hide it? Worse: After clicking the link Select your region you
Worse: After clicking the link Select your region you see a world map: It is to small to hit countries in Europe. You can t zoom in. Even worse: You see an error message
Incorrect assumption: A responsive website does not automatically make a good mobile-friendly website Correct assumption: Responsive websites need a lot of detail and improvement 44
Please note Contact options such as: Email address, phone number, WhatsApp Should be available where it makes sense! (Home, Degree Programme, Open days)
First things first! People will not wait 5 seconds for a website to load. Do you think they would like to spend much time searching and browsing? The answer is NO! So the structure, navigation and headlines have to be: Clear Obvious Unambiguous
First things first! Think like a future student: Important categories have to be available on first view. Do not hide your degree programmes in subcategories of subcategories. Deliver quick and easy access to the most important issues!
The task for universities is to set up/optimize their mobile websites in the future We have started improving all mobile websites. This will be our main focus in the following months. We started: 48
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"Good design gives people the feel of being in control. Because most behavior is done unconsciously Don Norman (Product Designer)
4. Mobile CRM 52
Mobile device friendly or mobile device first also means that you need a mobile CRM along with a desktop CRM. 53
But where do you place the content? 54
The key to success: in the field of mcrm is WhatsApp in the field of dcrm are emails. 55
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WhatsApp is becoming more important aktuelle 57
Email is used less often (2013 vs 2015) 2015 (n = 1244) 2013 (n= 1470) 51,1% 49% All Students 35,9% 41% 0,5% 12,5% 10% 2015 (n = 494) 2013 (n= 524) 0% 20% 40% 60% 80% 100% 31,6% 36,5% Highschool Students 43,3% 45,2% 1,2% 23,9% 17,7% 0,6% 2015 (n = 750) 2013 (n= 946) 0% 20% 40% 60% 80% 100% University Students 64% 56% 31% 39% 0% 20% 40% 60% 80% 100% 5% 6% EDU-CON 2015
Benefits of WhatsApp: Communicate at eye level Reach your target group in the area of their interests Reach them at the right time, location-independent Send/Receive pictures, videos, emoticons and voice messages Messages outside the working hours don t get lost 59
Practical Example: Communication on WhatsApp Of what nature is the communication on WhatsApp? Is it used only to ask quick questions? Is it less formal than an e.g. an email enquiry? Do customers really take it seriously? 60
Practical Example: Communication on WhatsApp 61
Practical Example: Communication on WhatsApp - young people use their phones like typewriters - allows for complex consulting (comparable to email) - is fast and very personal - convenient for the target group - can be used to refer to online links/ redirect customers 62
We will install WhatsApp on all your tools on the German market. 63
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Do you have any questions? Thank you for your attention! 65