Students view from their window travelling along the digital freeway
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Placing you in the driver’s seat on the digital freeway, you will experience first-hand what international students are seeing as they race toward their destination. As with any road trip, there are detours, attractions, and temptations that can change the course of direction. Technology is changing the way in which universities engage with potential students, nurture them to enrolment and support them through to a successful career outcome. Segmenting universities along two dimensions: their Digital Marketing Capability and Internationalisation goals, will quickly identify where a university is positioned and the connections to the freeway that need to be improved. As an example, universities that have high recruitment targets are investing in technology platforms to improve efficiency of their marketing and recruitment efforts. In an increasingly competitive market for quality students, universities are using these tools to quickly identify hot prospects and engage with them early. This session will focus on a segmentation model to identify where universities are positioned in their use of technology for student recruitment, the tools available and skills required and examples of how universities in the APAC region, at various stages of digital maturity, are leveraging them for success.
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Students view from their window travelling along the digital freeway
- 2. www.apaie2018.org START THE END The journey today APAIE 2018 Conference & Exhibition Planning Institution Experience
- 4. www.apaie2018.org APAIE 2018 Conference & Exhibition Digital around the world in 2018 By Billions 7.6B 4B +7% 3.2B +13% 5.1B +4% 2.9B +14% Total Population Active Mobile Social Users Unique Mobile Users Active Social Media Users Internet Users Key Statistical Indicators for the world’s internet Source: 2018 Digital Yearbook: we are social, Hootsuite
- 5. www.apaie2018.org APAIE 2018 Conference & Exhibition Source: Think with Google: Generation Z New insights into the mobile-first mindset of teens (2016) Top 5 screen s u sed While teens have a reputation as gamers; laptops, TVs, and of course smartphones still reign supreme.
- 6. www.apaie2018.org APAIE 2018 Conference & Exhibition Mobile is the new primetime Teens are shifting from texting to messaging apps to communicate % All Teens who say they spend 3+ hours per day on this activity: 71% Watching videos 52% Using messaging apps 51% Social networking Source: Think with Google: Generation Z New insights into the mobile-first mindset of teens (2016)
- 7. www.apaie2018.org APAIE 2018 Conference & Exhibition Based on the Google Play Store rank for each country WhatsApp (128) Facebook Messenger (72) Viber (10) WeChat (3) Line (3) Telegram (3) IMO (3) KakaoTalk (1) Hangouts (1) Android Messenger (1) No data (14) What does an intern know? Source: 2018 Digital Yearbook: we are social, Hootsuite
- 8. www.apaie2018.org APAIE 2018 Conference & Exhibition 2018 Social media penetration by region INSTAGRAM YOUTUBEWECHATLINKEDIN WHATSAPP TWITTER FACEBOOK Total active accounts on the most active social network in each region, compared to population Source: 2018 Digital Yearbook: we are social, Hootsuite
- 9. APAIE 2018 Conference & Exhibition How does their decision tree unfold? www.apaie2018.org
- 10. What information are they looking for? APAIE 2018 Conference & Exhibition APAIE 2018 Conference & Exhibition Degree Location Application Requirements Tuition Fees English Language Requirements Program Intake Dates Student Services Provider Reputation Research Expertise Cultural Religion Student Services www.apaie2018.org
- 12. From geographical to behavioural APAIE 2018 Conference & Exhibition APAIE 2018 Conference & Exhibition Choudaha, Rahul www.apaie2018.org
- 13. Studyportals client survey APAIE 2018 Conference & Exhibition D i g i t a l C h a l l e n g e r s I n n o v a t o r s P r o g r a m m e A d a p t e r sT r a d i t i o n a l Expanding reach Regional mobility International revolution Programme innovation Expanding through partners Programme mobility Domestic based recruitment Local Student opportunity High L ow High DigitalCapability Internationalisation www.apaie2018.org
- 14. www.apaie2018.org APAIE 2018 Conference & Exhibition You (education providers) are not the driver but the passenger
- 17. www.apaie2018.org APAIE 2018 Conference & Exhibition Co-defining model PULL OVER – Differentiation A pull strategy Need to develop an understanding of our functional attributes AND our emotive ones
- 19. www.apaie2018.org APAIE 2018 Conference & Exhibition Delhi Sydney Ro u te s Navigation Personalise and automate 1.Curate 2.Add value 3.Develop unique relationships 4.Earn trust.
- 20. www.apaie2018.org APAIE 2018 Conference & Exhibition Soc ial M e dia Data Management Channels Instant Messaging Bots Integration Events Tablet App Course Websites Agents Analytics CRM Marketing Automation Application System Student Management System Web forms Emails Tagging Sources ER P Thir d P a r t y We b
- 21. www.apaie2018.org APAIE 2018 Conference & Exhibition Conversion Triggered Activity • Custom Audiences • Email Marketing • Event Marketing • Retargeting • Social Media API • Call back Campaign • Telemarketing • Marketing Automation • AB Testing 1. Click to enquiry 2. Enquiry to application 3. Offer to acceptance Intersecting Activities
- 22. www.apaie2018.org APAIE 2018 Conference & Exhibition In what direction we go? • Powerful course search functions • Apps • China based web and social media • Online forums and webinars • Video • Personalised Content • Live chat • Single Online Application System • Marketing Automation • Bots • Virtual Reality • Behaviour Tracking • On demand Printing • Automatics IP recognition for language • Recruitment events disconnected from the online world • Email as the main channel for communications • Bespoke application systems • Heavy freight and brochures • Speeding tickets • Emails and PDFs
- 23. www.apaie2018.org APAIE 2018 Conference & Exhibition George Hernandez Founder and CEO, Sofiri Jenny McHendrie Group Manager, Audience Marketing Monash University Julian Longbottom Director Asia Pacific, Studyportals Questions?
- 24. www.apaie2018.org APAIE 2018 Conference & Exhibition What the future journey looks like?