THE ROLE OF DIGITAL MARKETING A FEW BASICS THAT WILL PUT YOU AHEAD OF 88% OF THE WORLDS TOP 500 UNIVERSITIES ICDE SCOP 2014, Bali – Indonesia November 21, 2014 Michael Steinmann StudyPortals

2 Why are you here? ?

... more (international) students? ... more diversified student body? ... lower cost per enrolled student? ... aware of increasing competition? ... personal curiosity? ... others? 3 Why are you here?

 Word of mouth  Fairs  Agent  Newspaper/Radio/TV Ads  Online marketing  Others? 4 How do you recruit students?

Welcome to StudyPortals 7 years of experience 55 people9 Portals Visits per month > programs High level Partnerships 40 Countries >1.500 clients

Welcome to StudyPortals 55 people9 Portals Visits per month > programs High level Partnerships >1.500 clients

8 3.5 million visits per month

9 The New Rules Of The Game

10 Booking your holiday

11 Live without INTERNET?

NO! > 50% of students could NOT LIVE without Survey: Cisco, Live without INTERNET?

13 How important is WWW?

Survey: Cisco, % indicated Internet is as important as Water, Food, Air and Shelter How important is WWW?

15 For Study Choice?

16

18

19 For you?

20 Today’s Challenges

21 Advantages of online marketing Low Overhead Global Reach Scalable Measurable Low Effort Budget Control

22 Forms of online marketing...

23 Your starting point …

24... Your official WEBSITE

25 From first contact to enrolment

26 Main aims of your website Inform Engage Apply/Enrol

 Optimized website is critical for your success! 27 The Funnel Method Inform Engage Apply / Enrol Web-Visitor Enquiry Applicant/Start

The Funnel Method 1. Optimise Inflow 2. Optimise Conversion Inform Engage Apply/Enrol

Inform Engage Apply (Enrol) The Funnel Method Web-Visitor Enquiry Applicant (Start) 5%-20%10-20%

 Your Website critical for success  Main aims: inform, engage, apply/enrol  Identify (and follow-up) on your visitors  Keep the balance: provide information, trigger further interest Simple formular for success – optimize inflow, and conversions 30 Recap

31 Some practical examples

32

33

34

 Overall aim of any online marketing activities  Getting more students! 35

36

37

Take a look at your website and evaluate:  Are we providing the right information?  Do we make it easy for students to reach out? 38 Exercise 1

THE WORLDS TOP 500 UNIVERSITIES THROUGH STUDENT EYES A few basics that will put you ahead of 88% of the worlds top 500 universities

 Mystery shopping research  Joint study by StudyPortals and British Council  Ambition: Create a global benchmark through student eyes  Objective: help both students and universities 40 Methodology

World top 500 universities

 524  445  38  34,000+ World top 500 universities – in figures

The Research Model

FREE Global and Institutional Benchmarks

Student eyes rating by region

Student eyes rating by country

Finding relevant information

Response time to student Enquiries

Response time by continent

Key Findings

Growth of Mobile and Tablet Traffic

Evaluate your own website based on the top500 check list 52 Exercise

Evaluate your competitor’s website based on the top500 check list. 53 Exercise

 Online marketing is no rocket science  Your website is critical for your success  Be ahead of 89% of the world’s top500 universities  Mystery shop yourself  Keep learning and improving 54 Take home messages

? 55 Questions?

THANK YOU! Michael Steinmann StudyPortals