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Hobsons Social Media and Communiations Insight survey 2013
 

Hobsons Social Media and Communiations Insight survey 2013

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On the 8 January 2014 Hobsons APAC will be launching our first insight whitepaper. ...

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

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    Hobsons Social Media and Communiations Insight survey 2013 Hobsons Social Media and Communiations Insight survey 2013 Presentation Transcript

    • 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 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.
    • 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 confidential.
    • 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.
    • 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 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%
    • 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 /brochure 7% 0% 14 Email communication 26% Private and confidential. For internal use only.
    • Teaching quality, subjects available, and academic reputation are the most important (top three) factors when selecting a university 15 Private and confidential.
    • Scholarships, teaching quality and academic reputation are the most important (top three) factors when choosing between two universities 16 Private and confidential.
    • 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 confidential.
    • 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.
    • 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 confidential.
    • 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 confidential.
    • 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.
    • Thank you Private and confidential.