what makes students click? - aiec wed 1140 mr4.pdf · what makes students click? derby - new delhi...

Australian International Education Conference 2006 - www.idp.com/aiec 1

Derby - New Delhi - Osaka - San Francisco - Sydney © www.studylink.com

AIEC, Perth11-Oct-2006

What makes students click?


“A new generation of websitesis revolutionising internet use, turning passive viewers into

active players.”

BRW September 7 2006



Web 2.0

• $US583m MySpace (Rupert Murdoch)• $US900m for YouTube (Google)• Web 1.0 - passive (browse & buy)• Web 2.0 - active involvement (social)• Communication, collaboration, content

and community


A thousand words…



Agenda

• The online channel• Marketing online• Start to listen• Talking back• Find your voice• Close


Source: IDC, December 2003.

Internet Users in Millions:

Internet users expected Internet users expected to number over to number over 1.1 1.1 BnBnby 2007by 2007

506.3602.4

702.4787.5

868.3

974.3

1,076.7

2001 2002 2003 2004 2005 2006 2007

Worldwide Total JapanRest of World Western EuropeAsia/Pacific United States



World internet usageWorld Regions

Population (2006 est.)

Internet Usage

% Population (Penetration)

Usage Growth 2000-2005

Africa

915,210,928

22,737,500

2.50%

403.70%

Asia

3,667,774,066

364,270,713

9.90%

218.70%

Europe

807,289,020

290,121,957

35.90%

176.10%

Middle East

190,084,161

18,203,500

9.60%

454.20%

North America

331,473,276

225,801,428

68.10%

108.90%

Latin America/Caribbean

553,908,632

79,033,597

14.30%

337.40%

Oceania / Australia

33,956,977

17,690,762

52.90%

132.20%

WORLD TOTAL

6,499,697,060

1,018,057,389

15.70%

182.00%

Source: www.internetworldstat.com


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



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: 25-64 years in a household with substantially

above average income• Business Decision Makers (BDMs): Executives and

management aged 25-64 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

12,966,000

Adu

lts 2

5-64

Top 20.3%

Top 6.0%

Top 1.2% 796,000

3,849,000

Management

BDM

Affluents



Affluents by region

Total PAX 10 market universe: 12,850,000 (not inc. China and Australia)

Manila: 434,000India: 1,355,000

Bangkok: 997,000

Seoul: 1,400,000

Hong Kong: 1,274,000

Jakarta: 393,000

Kuala Lumpur: 401,000

Taipei: 1,186,000

Singapore: 608,000

Sydney: 818,000

Tokyo: 4,802,000

Source: PAX Q4 2004 to Q3 2005

Melbourne: 541,000


The Internet is an effective channel to reach Affluents – or

people with substantially above average disposable

income.



Est 2.8m Asian Affluents with in SE Asia and 12.85m across

the region1,274,000

1,186,000

997,000

608,000

434,000401,000 393,000

Hong Kong Taipei Bangkok Singapore Manila Kuala Lumpur Jakarta

Markets: SEA/Taiwan/Hong Kong Source: PAX Survey Q3 2005 (Synovate)

* Asian Affluents are Asians aged 25-64 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

* Asian Affluents are Asians aged 25-64 years old who live in a household with a household income substantially above the average for the city.

87

81

6764

5247

35

Singapore Hong Kong Kuala Lumpur Taipei Bangkok Manila Jakarta

% OF AFFLUENTS WITH INTERNET ACCESS




Broadband penetration amongst Affluents is higher in more

developed countries

62

71

24

51

6 62

87

81

6764

5247

35

Singapore Hong Kong Kuala Lumpur Taipei Bangkok Manila Jakarta

Broadband Internet Access


High broadbandpenetration ratesprovides theopportunities formore engagingcontent

High broadbandpenetration ratesprovides theopportunities formore engagingcontent


The influence of the Internet on student decision making is

growing in importance. Students value researching for

themselves.



ISB 2006

• 8,894 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 email 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



“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new

ways to share relevant knowledge with blinding speed.

Source: Cluetrain Manifesto, 2000

Markets are getting smarter -and getting smarter faster than most companies.”


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



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




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?• www.bloglines and www.technorati.com


Cyworld community

• 25% of the entire S Korean population!• Plan to conquer Japan, China, USA,

Hong Kong and Taiwan in 2006/07



• Growing by 200+ users per day

StudyLink


Macquarie Uni



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



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



Online chat event

2 moderators in Sydney3 academics in the UK

10 students across India109 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



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

FINANCIAL SYSTEMOne-way flow for invoicing with future integration possible

CAMPAIGNIntegration in late 2006

ANALYSISOne-way flow to Excel reports

MANAGEMENTAccess via CTools

COUNSELLORSAccess via CTools

APP MANAGER CRM

Firewall

Web interface

STUDENTPersonal view only –MyStudyLink portal

CLIENTSOne-way for reporting (restricted view)

AGENT/BRANCHOnline access via CTools with full authoring rights



Internet in DM strategy

Reactivation offers & surveyStop buyingCustomised contentCross purchaseCustomised contentUpgradePOS and paymentPurchaseData capture, enquiry mgtDesireInbound responseInterest Website - brand experienceAwarenessOnline advertising, SEOUnawareness

Dat

a ca

ptur

e an

d re

sear

ch


Wharton case study



Wharton discussion


Wharton goodwill



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 positionTrack your reputation onlineDecide what level to engage atCommit resources, create your nicheSo, what makes students click?



The last word…


Any questions?



Thank you

[email protected]

[email protected]

www.studylink.com/solutions

what makes students click? - aiec wed 1140 mr4.pdf · what makes students click? derby - new delhi...

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