Insight program 2013/2014
Fabian Marrone
VP Marketing
29 November 2013
Private and confidential.
Survey framework

9237 people responded
179 countries
184 nationalities
331 lines of enquiry
2

Private and confidential.
Survey framework
Demographics and study interests
Information sources and influences
Awareness and engagement
Communicatio...
Student engagement —
marketing channel optimisation

Private and confidential.
Establishing the most powerful
combination of marketing channels
based on student behavior and
marketplace
5

Private and ...
Why marketing optimisation?
Lack of strategy and direction
Australia behind the curve (UK, US and Canada)
Legacy channels ...
Demographics

Private and confidential.
48% of respondents have a
household income of less than
$USD25k

8

Private and confidential.
14% access information about
an institution on a mobile
device

9

Private and confidential.
18% of international students
are interested in distance
learning and 38% in part-time
study
10

Private and confidential.
MOOCs
MOOCs
Very interested

Country/region
Africa
Americas
Asia
Europe
Oceania
Total

11

Very interested
19.00%

% very ...
Information sources

Private and confidential.
Web, email and online
prospectus and are the
top three sources of
information
13

Private and confidential.
Sources of information
Hard-copy prospectus
/brochure
3%

The rest
20%

website
38%

Social media
6%
Electronic prospectus...
Teaching quality,
subjects available,
and academic reputation are
the most important (top three)
factors when selecting a
...
Scholarships,
teaching quality and
academic reputation are the
most important (top three)
factors when choosing between
tw...
Teaching quality is the most
(#1)important factor when
selecting an institution

17

Private and confidential.
Engagement and awareness

Private and confidential.
Student awareness
1. Website
2. Social media
3. Email
19

Private and confidential.
43% are following you on social
media

20

Private and confidential.
60% of students use three or more
forms of social media

21

Private and confidential.
Almost half of Facebook users
also used Google+

22

Private and confidential.
Nearly three-quarters of all
Chinese respondents were Sina
Weibo users, but half also had
Facebook
23

Private and confide...
Radio, TV and billboard
perform poorly as a touch-point
— spend on these channels
may be better transferred to
other chann...
Twice as many people (17.29%)
engage with social media

{events and fairs at 8.17%}
25

Private and confidential.
Latin Americans are more likely
to communicate via social
media than any other
nationality or country
26

Private and conf...
India has the highest use of
social media

27

Private and confidential.
Communication and frequency

Private and confidential.
Throughout their
‘journey’, students want
institutions to get in touch via
email at a weekly frequency
29

Private and con...
Communication
Events, 3% The Rest, 3%
Social Media, 4%
Text message, 4%
Letter (Direct Mail), 9%

Phone, 9%

Email
69%

30...
Thank you

Private and confidential.
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Hobsons Social Media and Communiations Insight survey 2013

292

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On the 8 January 2014 Hobsons APAC will be launching our first insight whitepaper.
The whitepaper, titled Marketing Channel Optimisation for Higher Education Institutions, outlines how students are searching for education institution related information including the marketing channels that they are engaging with, the factors that they consider when choosing an institution and how most want to be communicated with at what frequency.
Our executive summary infographic serves as an appetizer to the main report, providing a brief summary of the outcomes of the survey

Published in: Business, Technology
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Hobsons Social Media and Communiations Insight survey 2013

  1. 1. Insight program 2013/2014 Fabian Marrone VP Marketing 29 November 2013 Private and confidential.
  2. 2. Survey framework 9237 people responded 179 countries 184 nationalities 331 lines of enquiry 2 Private and confidential.
  3. 3. Survey framework Demographics and study interests Information sources and influences Awareness and engagement Communication preference and frequency Final report can be split by: - aggregated result (domestic, international and total cohort) - region - country and nationality - other groupings (BRICS). 3 Private and confidential.
  4. 4. Student engagement — marketing channel optimisation Private and confidential.
  5. 5. Establishing the most powerful combination of marketing channels based on student behavior and marketplace 5 Private and confidential.
  6. 6. Why marketing optimisation? Lack of strategy and direction Australia behind the curve (UK, US and Canada) Legacy channels are hard to measure Digital marketing— in-depth reporting and data Big data 6 Private and confidential.
  7. 7. Demographics Private and confidential.
  8. 8. 48% of respondents have a household income of less than $USD25k 8 Private and confidential.
  9. 9. 14% access information about an institution on a mobile device 9 Private and confidential.
  10. 10. 18% of international students are interested in distance learning and 38% in part-time study 10 Private and confidential.
  11. 11. MOOCs MOOCs Very interested Country/region Africa Americas Asia Europe Oceania Total 11 Very interested 19.00% % very interested 18.11% 25.50% 17.48% 17.56% 21.47% 19.03% Which country do you currently live in Response Philippines Indonesia China (PRC) Vietnam India Singapore Malaysia Private and confidential. Very interested 39.71% 26.42% 25.26% 19.09% 14.02% 13.82% 13.24%
  12. 12. Information sources Private and confidential.
  13. 13. Web, email and online prospectus and are the top three sources of information 13 Private and confidential.
  14. 14. Sources of information Hard-copy prospectus /brochure 3% The rest 20% website 38% Social media 6% Electronic prospectus /brochure 7% 0% 14 Email communication 26% Private and confidential. For internal use only.
  15. 15. Teaching quality, subjects available, and academic reputation are the most important (top three) factors when selecting a university 15 Private and confidential.
  16. 16. Scholarships, teaching quality and academic reputation are the most important (top three) factors when choosing between two universities 16 Private and confidential.
  17. 17. Teaching quality is the most (#1)important factor when selecting an institution 17 Private and confidential.
  18. 18. Engagement and awareness Private and confidential.
  19. 19. Student awareness 1. Website 2. Social media 3. Email 19 Private and confidential.
  20. 20. 43% are following you on social media 20 Private and confidential.
  21. 21. 60% of students use three or more forms of social media 21 Private and confidential.
  22. 22. Almost half of Facebook users also used Google+ 22 Private and confidential.
  23. 23. Nearly three-quarters of all Chinese respondents were Sina Weibo users, but half also had Facebook 23 Private and confidential.
  24. 24. Radio, TV and billboard perform poorly as a touch-point — spend on these channels may be better transferred to other channels 24 Private and confidential.
  25. 25. Twice as many people (17.29%) engage with social media {events and fairs at 8.17%} 25 Private and confidential.
  26. 26. Latin Americans are more likely to communicate via social media than any other nationality or country 26 Private and confidential.
  27. 27. India has the highest use of social media 27 Private and confidential.
  28. 28. Communication and frequency Private and confidential.
  29. 29. Throughout their ‘journey’, students want institutions to get in touch via email at a weekly frequency 29 Private and confidential.
  30. 30. Communication Events, 3% The Rest, 3% Social Media, 4% Text message, 4% Letter (Direct Mail), 9% Phone, 9% Email 69% 30 Private and confidential. For internal use only.
  31. 31. Thank you Private and confidential.

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