Discussion notes from the 2010 AMA Syposium for the Marketing of Higher Education in San Diego. “Mobile is Coming. Mobile is Here! Untangling the Mobile Challenge.” Discuss trends, the trajectory and effective uses of mobile (including the mobile cloud, QR codes, devices, etc.). Explore what comprises the full mobile topic. Share strategies for prioritizing options within your overall digital communications initiatives, including key considerations and challenges. Moderator: Jeff Johnson, VP and Managing Director at Acsys Interactive in Boston

1. AMA Symposium for the
Marketing of Higher
Education 11/9/10Education 11/9/10
Un‐Conference Session Notes:
Mobile is Coming. Mobile is Here!
Untangling the Mobile Challenge.g g g

2. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
UN‐CONFERENCE SESSION NOTES
Moderated discussion led by Jeff Johnson, Acsys Interactive
UN CONFERENCE SESSION NOTES
www.acsysinteractive.com
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3. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
“Mobile is Coming. Mobile is Here! Untangling the Mobile Challenge.”
Discuss trends, the trajectory and effective uses of mobile (including the mobile cloud, , j y ( g ,
QR codes, devices, etc.). Explore what comprises the full mobile topic. Share strategies
for prioritizing options within your overall digital communications initiatives, including
key considerations and challenges.
M d J ff J h VP d M i Di A I i i B
“MOBILE IS COMING. MOBILE IS HERE!
Moderator: Jeff Johnson, VP and Managing Director at Acsys Interactive in Boston
UNTANGLING THE MOBILE CHALLENGE.”
www.acsysinteractive.com
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4. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Whose head is spinning?
MOBILE IS COMING. MOBILE IS HERE!
Whose head is spinning?
www.acsysinteractive.com
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5. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
What comprises “Mobile”?
Where do I start?
When do I start?
QUESTIONS
When do I start?
www.acsysinteractive.com
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6. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Strategic Planning
vs.vs.
Tactical Execution
vs.
Firefighting
THOUGHT PROVOKERS
Firefighting
www.acsysinteractive.com
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7. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Mobile Strategy
vs.vs.
Digital Strategy
vs.
Communications Strategy
THOUGHT PROVOKERS
Communications Strategy
www.acsysinteractive.com
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8. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Bake it in!
IT’S NOT NEW ANYMORE
Bake it in!
www.acsysinteractive.com
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9. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Framework for Prioritization
N i A
•Richer experience
•Greater functionality
Native App
Web App
f y
pp
Mobile Optimized
W b itWebsite
Optimized Campaign / Program
Sit
•Greater Ubiquity
•Higher Reach
•Lower Complexity
•Broader Learning
Site
Mobile Friendly Website
g
•Fast Optimization
•Low Audience
Barriers
•High Discoverability
www.acsysinteractive.com
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Mobile Friendly Websiteg y
•Content Leverage

10. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Question to ask:
How should the experience change as the context changes?
CONTENT IS KING (QUEEN)
How should the experience change as the context changes?
CONTENT IS KING (QUEEN)
CONTEXT IS HEIR TO THE THRONE
www.acsysinteractive.com
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11. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Prioritize tasks for mobile users based on context.
Map to leverage the technology.
MOBILE PERSONAS
Map to leverage the technology.
MOBILE PERSONAS
www.acsysinteractive.com
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12. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Sight
Touch
Voice/Talk
Sound/Hear
Location
LEVERAGE THE MOBILE SENSES
Location
LEVERAGE THE MOBILE SENSES
www.acsysinteractive.com
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13. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Mobile apps: location based
Optimizing website for mobile devices
Chasing the cool factor: “app‐envy”
Mobile browsers: iPhone vs. BlackBerry vs. Android vs. others
Examples: See list compiled by Bob Johnson at http://tinyurl com/2vjwuyg
GROUP DISCUSSION
Examples: See list compiled by Bob Johnson at http://tinyurl.com/2vjwuyg
GROUP DISCUSSION
www.acsysinteractive.com
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14. prepared for: Client Name | 02.18.09AMA Symposium for the Marketing of Higher Education
Notes from the “Un-Conference Session” on Mobile | 11/9/2010 | San Diego
Acsys Interactive works with colleges, universities, and learning organizations to
h th f th W b t h l d di it l k ti h l A h lharness the power of the Web, technology and digital marketing channels. Acsys helps
educational institutions proactively shape and differentiate their brands in ways that
impact performance objectives around admission, advancement and academic
reputation outcomes.
Acsys delivers technology agnostic Web 2.0 solutions via rich media, social media,
intranet, extranet, ecommerce, portal and mobile delivery. Its 15 years of experience
spans across consumer, financial services, insurance, healthcare, manufacturing,
education, and non‐profit industries. Acsys is headquartered in Farmington, CT with
ffi i N Y k Ci d B
ABOUT ACSYS INTERACTIVE
offices in New York City and Boston.
ABOUT ACSYS INTERACTIVE
Connecticut | New York City | Boston
www.acsysinteractive.com Jeff Johnson: jeffj [at] acsysinteractive.com
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