Web 2.0 Technology Tj

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Web 2.0 Technology Tj

  1. 1. Web 2.0 and international education Implications for Agents and Advisers Tim O’Brien Managing Director, UK Operations INTO University Partnerships ICEF Moscow Workshop 28-30 March 2008.
  2. 2. “If it were a country, MySpace would have the world’s 7th largest population, bigger than Russia.” - The Guardian, February 2007
  3. 3. What does Web2.0 look like?
  4. 4. The rise of Social Media The World’s Most Popular Websites – 28 March 2008 6. Facebook 2. YouTube 7. MSN 3. Windows Live 8. Hi5 4.Google 9. Wikipedia 5. Myspace 10. Orkut Source: Alexa.com
  5. 5. And Number 1 is. . .?
  6. 6. And in Individual Countries? Site Russia China Thailand United Kingdom 1 Vkonakte.com Baidu Hi5.com Google.co.uk 2 Mail.Ru QQ Google.th Facebook 3 Odnoklassniki Sina.com Windows Live Yahoo 4 Yandex 51.com Sanook You Tube 5 rambler Google.cn Yahoo Windows Live 6 Google Taobao Dek-D Google.com 7 Youtube Google.com Youtube Ebay 8 Narod 163.com Pantip BBC 9 Uc03 ku6.com Google.com Myspace 10 Livejournal Kapook Bebo
  7. 7. Web 2.0 is not about technology – it’s a wider social movement “Along with the rise of participatory media applications, there has been a concurrent development of a participatory culture” Professor Henry Jenkins, MIT •Affiliations – common interest groups •Expressions •Collaborative Problem Solving •Circulations
  8. 8. Young people are changing • More demanding • More media aware • Choosier • More litigious • Faster to complain • Less tolerant of poor service • Less loyal • Demanding Authenticity • Prepared to listen to their peers
  9. 9. Born Branded
  10. 10. “Word of mouth is now a public conversation” Chris Anderson Charts: Edelman Trust Barometer March
  11. 11. Source: Edelman Trust Barometer March 2008
  12. 12. Add my own comments User generated reviews Show me what it’s really like
  13. 13. Students hoping to go overseas can connect through their class mates through to Universities, language schools etc. through social networking, through social networking, Youtube; Flickr
  14. 14. New Websites Emerging – Using Mash Techniques
  15. 15. Universities getting in on the act MIT Admissions Blog: Voted by US high school counsellors as USA’s best admissions website
  16. 16. Even Oxford is getting involved
  17. 17. Collaborative Problem Solving
  18. 18. www.agentscoreboard.co Common Interest Groups m “We are the Web” . . . And for international students 6
  19. 19. User Generated Content – Word of Mouth
  20. 20. What does this mean for business? “We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards Vice President, Global Brand & Category Management Nike October 2007
  21. 21. Give people something to talk about “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin Author / Speaker / Marketing Expert Purple Cow 2002 • • Source: Purple Cow / Seth Godin / Page 3
  22. 22. How should agents respond?
  23. 23. We can no longer control messages about our products and brands. We need to participate and engage with them. Engaging with messages = Engaging with our students and alumni. They are the authentic voice, the tangible evidence that an investment in an education will generate a worthwhile return. GLOBAL VALUE OF DEGREE + THE STUDENT EXPERIENCE 7
  24. 24. Experience Matters Student experience begins with the agent
  25. 25. The Role of Agents – Negotiating Information Overload People read around 10MB worth of material a day, hear 400MB a day, and see one MB of information every second. - The Economist, November 30 2006
  26. 26. So what are the implications for agents and intermediaries? • Information overload means people will need help navigating the web • The search for authenticity – engage your students and clients • After-sales support • Mass media advertising still has a role – but will need to be backed up by quality service
  27. 27. The key drivers for trust & closeness are “quality & service” UK FRA DEU ITA ESP Quality of products & services 2 1 1 1 1 Attentiveness to customer needs 1 1 2 2 2 Fair pricing for products & services 3 4 7 3 3 Good employee and labour relations 5 3 3 4 4 Strong financial performance 6 7 9 5 6 Socially responsible activities 7 5 5 5 6 Well-known corporate brand 4 6 8 7 5 Dialogue with all stakeholders 8 8 6 8 9 A visible CEO 9 8 4 9 8 Employee or CEO blogs 10 10 10 10 10 Based on: Edelman Trust Barometer, 2006 – attributes for building trust
  28. 28. Create Your own Brand Advocates • Identify those clients likely to communicate on blogs/wikis and Flickr. • Give them a good story • Reward them to tell the story • Host their stories on our website • Put them in touch with potential students and clients. del.icio.us
  29. 29. Choose your partners carefully • Your reputation is linked to theirs • Monitor student experience • Work with colleges and language schools to improve service and experience
  30. 30. After Sales – Developing communities of interest • Keep in touch with students • Encourage them to post their experiences on blogs/Flickr/YouTube • Feed those experiences back into your services and to future clients.
  31. 31. And if you do advertise . . . • Look where your clients are looking Site Russia China Thailand United Kingdom 1 Vkonakte.com Baidu Hi5.com Google.co.uk 2 Mail.Ru QQ Google.th Facebook 3 Odnoklassniki Sina.com Windows Live Yahoo 4 Yandex 51.com Sanook You Tube 5 rambler Google.cn Yahoo Windows Live 6 Google Taobao Dek-D Google.com 7 Youtube Google.com Youtube Ebay 8 Narod 163.com Pantip BBC 9 Uc03 ku6.com Google.com Myspace 10 Livejournal Kapook Bebo
  32. 32. Deliver an Unforgettable Service
  33. 33. “The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” Edward R Murrow

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