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World University Rankings Seminar, University of Edinburgh - 10 th March 2008 Engaging Generation Y through Online Marketing Ian Lynes Online Business.

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Presentation on theme: "World University Rankings Seminar, University of Edinburgh - 10 th March 2008 Engaging Generation Y through Online Marketing Ian Lynes Online Business."— Presentation transcript:

1 World University Rankings Seminar, University of Edinburgh - 10 th March 2008 Engaging Generation Y through Online Marketing Ian Lynes Online Business Manager, QS

2 Online marketing Promote –Reach global market –Use institutional and other voices Optimize –Reduce administration –Utilise staff expertise effectively Engage –Tune messages by segment –Be responsive to applicants Measure –Track marketing campaigns –React to market changes

3 Agenda Engaging Generation Y –Who are they? –International differences –Lifecycle marketing –A balanced approach Online marketing mix –Web sites –Search engines –Banners –Networking, Wikis, Blogs & Answers –Videos and podcasts –Virtual worlds, avatars and bots – Online applications 10th March 2008

4 Who are Generation Y? Impatient Team players Hungry for feedback Dont hold back Fearless of technology Seek stimulation Believe in themselves Sceptical Street smart

5 Who are Generation Y? 97% own a computer 94% own a cell phone 76% use Instant Messaging. 15% of IM users are logged on 24 hours a day 34% use websites as primary source of news 28% own a blog and 44% read blogs 49% download music using file sharing 75% of US students have a Facebook account 60% own portable music or video device e.g. iPod Source: Connecting to the Net.Generation: What Higher Education Professionals Need to Know About Today's College Students, Reynol Junco and Jeanna Mastrodicasa (2007)

6 International differences Culture & etiquette –Greetings –Humour –Punctuality –Planning –Competitiveness –Organisation –Leadership Local references Currency Language Different online media –e.g. search engines China: Baidu 62% Russia: Yandex 62% Source: The Best of British by Mike & Sarah Etherington, 1999 Charles was sure Chuck had said he should wear pants and suspenders

7 International English? International meaning Possible confusionExample delayperiod of latenessF: period of timea three week delay eventuallyafter a timeF / D: perhapsshe will arrive eventually interestingholding the attentionF: profitablean interesting idea qualifiedpartial, conditionalF: totala qualified success quiteveryUK: not veryhes quite reliable tableput on the agendaUS: take off agendatable a proposal luck outhave good luckSA: have bad luckwe lucked out look atreadUK: revise, rewritetake a look at the report hear UK: disagreeI hear what you say Source: Mind Your Manners by John Mole, 1998 Invaluable political and psychological profiles of each nationality - Business Week

8 Defining the message Proposition(s) Differentiators and USPs Value and evidence Messages to attract.. support.. convert REPUTATIONCAREER PLACEMENT PROGRAMMESSPECIALIZATION RoIRANKINGS COSTFINANCIAL AID LOCATIONCAMPUS DIVERSITYVALUES INNOVATION STYLE FACULTYALUMNI

9 Life-cycle marketing INTERESTED CANDIDATE ENQUIRER APPLICATION STARTED APPLICATION SUBMITTED PLACE OFFERED OFFER ACCEPTED

10 Segmentation Select and prioritise the messages to fit market segment(s) –Nationalities –Age groups –Education –Qualifications –Employment –Family –Finances –Interests –Expectations –Aspirations

11 Dont forget their parents Helicopter parents" are increasingly key influencers Millennials have a near-zero generation gap Parent-child co-purchase decisions are common Consider creating a parallel process to market to parents Image source: Nordette Adams, blogher.org

12 Campus information sessions Traditional tools Innovative tools Institutional voice Print media (Brochures, flyers, posters…) Websites Press ads e-PR (online press) Online ads (search advertising, banners, guides…) Blogs, Chats, Forums, Wikis, Podcasts… Corporate blogs, chats, forums, podcasts… PR (mags, newspapers…) Fairs Rankings, guides, (FT, QS, BW…) Testimonies Other sites Balanced approach Different voices School site

13 Agenda Engaging Generation Y –Who are they? –International differences –Lifecycle marketing –A balanced approach Online marketing mix –Web sites –Search engines –Banners –Networking, Wikis, Blogs & Answers –Videos and podcasts –Virtual worlds, avatars and bots – Online applications 10th March 2008

14 Web site Design & navigation should reflect objectives and brand Landing page(s) should match visitor source & status Get visitors to return Get visitors to tell their friends

15 QS Scorecard Personalized ranking system, schools weighted on candidate criteria Unique value to prospective students

16 QS Scorecard Traffic from QS media partner web sites worldwide Captures candidate contact details AND interests –Monthly newsletter sent by QS –Data on matching candidates sent to sponsoring schools

17 Search engines

18 SEO (Search Engine Optimisation) Search engines all work differently and change frequently –2 main factors: Web site itself and incoming links Ensure site is search engine friendly – but avoid using tricks –Titles, headlines, content, meta tags –Site maps used extensively by search engines –Page titles should also attract human users: clear & provocative Research keywords and phrases used by your prospects –2 to 4 words usually less competitive –Include synonyms, plurals and misspellings Keyword tools –Wordtracker, Yahoo! Suggestion Tool, Google Tool –Look at search words contained in your traffic logs Links –Number, reputation and popularity –Industry hubs and directories –Press releases and free articles or feeds –Blogs, Forums and Social Networking

19 Paid Advertising Three common pricing structures –CPM: Cost per thousand impressions –PPC: Cost per click –CPA: Cost per action (e.g. affiliate partners) Keyword bidding –Typically 20 to 30 phrases or 300 to 400 tail terms –Use variety of word sequences and action words –Long terms (e.g. 4 words) offer better conversion rates –Use of others trademarks and names currently accepted Congruency of landing pages

20 Paid Advertising Numbers are important

21 Paid Advertising Relevant numbers are more important –TopUniversities.com: 1.2 million visits, 5.5 million impressions in 2007

22 Banner advertising tips Identify and measure objectives –Branding –Traffic –Conversion Media plan –Target market –Related sites –Sites with similar demographics Design –Clear message – 7 words or less –Eye catching but not obtrusive –Dont overdo animation Test

23 Earning trust

24 User generated content Social networking –Facebook, MySpace, Bebo Professional profiles –LinkedIn, Ecademy, Naymz Bookmarking & voting –Digg, Stumbleupon, Del.icio.us Information, reviews & questions –Wkipedia, Yahoo! answers Blogging –Blogger (Blogspot) Rich media –YouTube, Flickr, iTunes Virtual Worlds –SecondLife, The Sims Online

25 User generated content And hundreds more CHALLENGE: BE AWARE MONITOR PARTICIPATE RESPOND

26 User generated content

27 Networking sites Display personal information and updates Link with friends & expand personal network Share information, photos & opinions Messaging and chat

28 Networking sites MySpace 192 million Facebook 41 million Bebo34 million LinkedIn 12 million Doostang 250,000 Ryze 250,000 Highly targeted and viral marketing possible –e.g 25k Facebook members at University of Edinburgh –Beacons from your site visible within friends newsfeeds

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30 Researching candidates

31 Blogs Prospective students –Read and share opinions and expert advice –Self-regulated; positive and negative comments Opportunities for schools include: –Allow applicants the chance to engage and ask questions –Allow academics & alumni to add details of their experience –Increase profile of good-case-practices from your school Would if they could Have done Read blog written by faculty member 83%17% Read blog written by current student 63%30% Source: Noel-Levitz, Inc – E-Expectations 1000 US College Students Class of 2007 Report

32 Wikis Collaboratively authored information - Open & free source e.g. –Wikipedia – one of the largest & most referenced web sites WARNING: Blatant marketing not permitted –Wikimapia – mark and annotate Google maps

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34 Rich media Video – advertising, interviewing and profiling –Video has unique qualities –Take advantage of your location –Reduce distance barriers –Let the internet take the strain –Decrease your Carbon Footprint Podcasts –Audio visualise your web content –Use your alumni to share experiences

35 Bots, avatars and virtual worlds Second Life –18-34 = 60% –Top countries United States Germany United Kingdom Japan Brazil France Italy Netherlands Canada Spain

36 Bots, avatars and virtual worlds Second Life –Unproven as a marketing vehicle but offers new opportunities –Popular with academic institutions e.g. 50+ UK Universities –Recruitment example

37 marketing Define proposition(s) based on market segment and stage of lifecycle –Differentiators, USPs, value and proof points –Messages to attract – then support and convert Identify tangible objectives and measurements for each campaign –Branding –Conversion Message content –Keep it simple with a clear call to action –Ensure relevance of landing page(s) design –Keep it simple – limit use of images –Check spelling and grammar Privacy and security –Opt in / Opt out –Restrict access to personal data

38 marketing Technical considerations –SPAM filters –Sending application and server technology –HTML or plain text (might the recipient be mobile?) –Use of images, links and attachments –Choose subject lines carefully Human considerations –Choose subject lines carefully! –Time of delivery

39 example List segmented by: Nationality, Industry, Experience Subject: Meeting with XXXX School at World Grad School Tour in Shanghai on 16 th November Dear Carolina, I would be interested in meeting with you at the World Grad School Tour in Shanghai on 16 th November. Please do come and find me on the XXXXX table. Our IT Masters are in heavy demand by top employers and last years alumni have already secured senior positions with companies including AAA, BBB and CCC. This clearly recognises the respect that a degree from XXXXXX has with employers, as well as the quality of our students. I look forward to learning more about your career interests and discussing our programs with you in person. In the meantime, for a quick introduction please see Best regards, Valerie

40 Agenda Engaging Generation Y –Who are they? –International differences –Lifecycle marketing –A balanced approach Online marketing mix –Web sites –Search engines –Banners –Networking, Wikis, Blogs & Answers –Videos and podcasts –Virtual worlds, avatars and bots – Online applications 10th March 2008

41 The role of online applications Identify key information about your prospects Focus resources on your preferred candidates Build relationship with candidate throughout their application Use a mix of communications media: , web status, mobile Streamline processing of applications –Faster response –Less resource Access to prospects in process of applying at key times Improve conversion rates Target resources on meeting diversity objectives Measure the results of your marketing activity

42 Online applications But we already have an application form

43 Online applications Market adoption Source: QS Research – Web Survey

44 Online applications Research suggests that responsiveness is the single most important factor in choice of school Number of applications Time to respond to enquiries

45 QS TopApply Complete system for Candidate Recruitment Management (CRM) –Database of prospective candidates –Track and manage communications – marketing campaigns –Interview scheduling –Online application form(s) –Back-office for processing applications –Text and graphical reports Prospect ManagerApplication Manager

46 Prospect Manager Relationship Management –Upload prospect databases –Track individual relationships –Target individuals and groups campaigns –Build templates –Schedule campaigns Reporting –Establish RoI –Understand trends Schedule interviews

47 Application Manager Online application form for candidates –World class customer service –Upload supporting documents –Reference requests –Online payment of application fee –Monitor application status Online back-office system for schools –Monitor application progress –Follow-up individuals and groups –Targeted s –Process applications –Detailed reporting

48 Phases of online marketing IndividualIntegratedTransforming Improving reach Improving effectiveness New opportunities CRMOnline applications Web siteMobile messagingWeb 2.0 Banner adsSearch optimizationVirtual worlds

49 Agenda Engaging Generation Y –Who are they? –International differences –Lifecycle marketing –A balanced approach Online marketing mix –Web sites –Search engines –Banners –Networking, Wikis, Blogs & Answers –Videos and podcasts –Virtual worlds, avatars and bots – Online applications 10th March 2008

50 Please complete the seminar feedback form For more information, please contact your QS Account Manager or Ian Lynes, TopApply Business Manager: Office: +44 (0) Mobile: +44 (0) Converting prospects into students Thank you


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