What makes students click?

Transcription

1 What makes students click? AIEC, Perth 11-Oct-2006 A new generation of websites is revolutionising internet use, turning passive viewers into active players. BRW September Australian International Education Conference

2 Web 2.0 $US583m MySpace (Rupert Murdoch) $US900m for YouTube (Google) Web passive (browse & buy) Web active involvement (social) Communication, collaboration, content and community A thousand words Australian International Education Conference

3 Agenda The online channel Marketing online Start to listen Talking back Find your voice Close Internet users expected to number over 1.1 Bn by 2007 Internet Users in Millions: 1,076.7 Worldwide Total Japan Rest of World Western Europe Asia/Pacific United States Source: IDC, December Australian International Education Conference

4 World internet usage World Regions Population (2006 est.) Internet Usage % Population (Penetration) Usage Growth Africa 915,210,928 22,737, % % Asia 3,667,774, ,270, % % Europe 807,289, ,121, % % Middle East 190,084,161 18,203, % % North America 331,473, ,801, % % Latin America/Caribbean 553,908,632 79,033, % % Oceania / Australia 33,956,977 17,690, % % WORLD TOTAL 6,499,697,060 1,018,057, % % Source: E-Readiness survey South Korea (18th), Japan (21st), Malaysia (37th), Brazil (41st), Russia (52nd), India (53rd), China (57th), Indo (62nd), Viet (66th) Hurdles: population size, technology infrastructure, legal & policy environment However, enormous potential for growth India investing $16bn in 2006 (Gartner) High growth in Middle East Source: Economic Intelligence Unit 2006 Australian International Education Conference

5 The online channel The Pan Asia-Pacific Cross Media Survey (PAX) Provides measurement of major media across key markets in Asia-Pacific PAX measures approximately the top 20% of adults across 11 markets and 14 cities in Asia Pacific PAX survey Affluent Adults: years in a household with substantially above average income Business Decision Makers (BDMs): Executives and management aged years with substantially above average income, working full-time in companies with >10 staff Top Management (TM): Senior group of BDMs - final decision makers in the organisation Adults Management BDM Affluents Top 1.2% 796,000 Top 6.0% 3,849,000 Top 20.3% 12,966,000 Australian International Education Conference

6 Affluents by region Seoul: 1,400,000 Tokyo: 4,802,000 Taipei: 1,186,000 India: 1,355,000 Hong Kong: 1,274,000 Manila: 434,000 Bangkok: 997,000 Kuala Lumpur: 401,000 Singapore: 608,000 Total PAX 10 market universe: 12,850,000 (not inc. China and Australia) Source: PAX Q to Q Jakarta: 393,000 Sydney: 818,000 Melbourne: 541,000 The Internet is an effective channel to reach Affluents or people with substantially above average disposable income. Australian International Education Conference

7 Est 2.8m Asian Affluents with in SE Asia and 12.85m across the region 1,274,000 1,186, , , , , ,000 Hong Kong Taipei Bangkok Singapore Manila Kuala Lumpur Jakarta Markets: SEA/Taiwan/Hong Kong Source: PAX Survey Q (Synovate) * Asian Affluents are Asians aged years old who live in a household with a household income substantially above the average for the city. The Internet is emerging as a strong channel to reach these Affluents % OF AFFLUENTS WITH INTERNET ACCESS Singapore Hong Kong Kuala Lumpur Taipei Bangkok Manila Jakarta Markets: SEA/Taiwan/Hong Kong Source: PAX Survey Q (Synovate) * Asian Affluents are Asians aged years old who live in a household with a household income substantially above the average for the city. Australian International Education Conference

8 Broadband 87 Broadband penetration amongst Affluents is higher in more developed countries Internet Access 81 High broadband penetration rates provides the opportunities for more engaging content Singapore Hong Kong Kuala Lumpur Taipei Bangkok Manila Jakarta Markets: SEA/Taiwan/Hong Kong Source: PAX Survey Q (Synovate) The influence of the Internet on student decision making is growing in importance. Students value researching for themselves. Australian International Education Conference

9 ISB ,894 international students surveyed Which helped you choose your university? 42% university website 41% friends Major shift from five years ago Source: International Student Barometer 2006 StudentPulse 2006 Survey of 4,634 international students Support & advice about study options? 58% prefer and 31% face to face Teacher, parent and uni website rank equally as key influencers 75% use Yahoo and 72% use Google Source: igraduate and StudyLink Australian International Education Conference

10 A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. Markets are getting smarter - and getting smarter faster than most companies. Source: Cluetrain Manifesto, 2000 Marketing online Markets are conversations The Internet is a virtual marketplace Narrowcast - personal (DM) not Broadcast - all (mass) Direct marketing principles apply Plan, personalise and test, test, test Thousands of students, one at a time Australian International Education Conference

11 Social marketing Connectors - hubs in social networks Mavens - fonts of knowledge Salesmen - charismatic influencers Need to find and tap into people with these skills - focus your resources Test your intuition - benefit of direct marketing and online Australian International Education Conference

12 1. Start to listen Conversations are happening already MySpace, StudyLink, Orkut, MSN Spaces, Flickr, Yahoo!360, Cyworld, Friendster, CollegeDirt, LinkedIn Most backed by big media companies How do find out what they are saying about you? and Cyworld community 25% of the entire S Korean population! Plan to conquer Japan, China, USA, Hong Kong and Taiwan in 2006/07 Australian International Education Conference

13 StudyLink Growing by 200+ users per day Macquarie Uni Australian International Education Conference

14 Reaching students 2. Talking back Use Technorati to bookmark key sites Staff or students to monitor and learn Be honest and don t try to sell Be concise and consistent Remember everything said, can and will be published Australian International Education Conference

15 Be honest 3. Find your voice Three rules before starting: Commitment/passion Authority and empathy Authenticity Define your market position How does online fit into this? Blogs, forums, reviews, itunes U, webcasts, RSS, online chat events Australian International Education Conference

16 Online chat event 2 moderators in Sydney 3 academics in the UK 10 students across India 109 questions in 90 minutes 1 phone call from each student asking for more time! 2 direct student enrolments Strategic considerations Choice of business model Market positioning Acquisition and retention approach Focus - product or customer? Align people, processes and systems Australian International Education Conference

17 Strategic impact Links systems and contact points: Students, staff, resellers and stakeholders all access a common channel Students get a closer picture of your institution You get closer to a single view of the student Facilitates the streamlining of marketing and business processes Single student view STUDENT Personal view only MyStudyLink portal AGENT/BRANCH Online access via CTools with full authoring rights CLIENTS One-way for reporting (restricted view) Web interface Firewall COUNSELLORS Access via CTools APP MANAGER CRM MANAGEMENT Access via CTools FINANCIAL SYSTEM One-way flow for invoicing with future integration possible ANALYSIS One-way flow to Excel reports CAMPAIGN Integration in late 2006 Australian International Education Conference

18 Internet in DM strategy Unawareness Awareness Interest Desire Purchase Upgrade Cross purchase Stop buying Online advertising, SEO Website - brand experience Inbound response Data capture, enquiry mgt POS and payment Customised content Customised content Reactivation offers & survey Data capture and research Wharton case study Australian International Education Conference

19 Wharton discussion Wharton goodwill Australian International Education Conference

20 Future trends - now Key trends: Time-shifting (when you want it) Space-shifting (where you want it) Self generated content Always on and always connected Content is king Educating GENERATION C on how to make best use of their creative skills Social networking is the new TV - Rebekah Horne, MySpace Summary Determine your market position Track your reputation online Decide what level to engage at Commit resources, create your niche So, what makes students click? Australian International Education Conference

21 The last word Any questions? Australian International Education Conference

22 Thank you Australian International Education Conference