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Faculty Marketing Innovation Forum 2014

Faculty Marketing Innovation Forum 2014 . HELLO!. GLOBAL CONSULTING COMPANY SINCE 2002. who are. we ?. SINGAPORE, BEIJING, SHANGHAI, US. EFFECTIVENESS – with efficiency. LONG TERM RELATIONSHIPS. Changing marketing landscape Leveraging digital

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Faculty Marketing Innovation Forum 2014

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  1. Faculty Marketing Innovation Forum 2014

  2. HELLO!

  3. GLOBAL CONSULTING COMPANY SINCE 2002 who are we? SINGAPORE, BEIJING, SHANGHAI, US EFFECTIVENESS – with efficiency LONG TERM RELATIONSHIPS

  4. Changing marketing landscape • Leveraging digital • Marketing case studies from Educational Institutes • Partnerships • Top 3 things from today The next 30 minutes…

  5. How students today view higher education

  6. Perceptions Changing battleground

  7. Changing times • Participation over Preach • Engagement over Reach • Control over Choice

  8. Social media has changed behaviors Have you changed yours?

  9. Even The Best Suffers Backlash… “This is my sister's cuppa from your HKU branch. Fancy your staff not being able to spell an American name like Virginia. "She went on to say that it was not the first time - it was once written as 'Virgin'. Starbucks HK, you have to buck up or just not spell your customer's name anyway. Starbucks gets hard lesson in spelling Self-Correcting Public: The post was met with mixed response, with some people arguing that it’s harsh to expect perfect spelling from a local Chinese staff. 

  10. Easy To Become Public Enemy…. Fast

  11. What Is Social Media ?

  12. Warning : It’s getting outdated as we speak… 9

  13. Report from Comscore 2013

  14. Report from Comscore 2013

  15. Report from Comscore 2013

  16. Report from Comscore 2013

  17. Tablet Mobile Report from Comscore 2013

  18. Report from Comscore 2013

  19. Source: We are Social Report

  20. More than 50% in India and China use social media on their mobile phones Source: We are Social Report

  21. Source: 2013 Social Admissions Report by Zinch and Inigral. Feb 2013 (USA)

  22. Inspired by Old Spice Inspired by the most effective YouTube marketing to date Brigham Young University created this knockoff to promote its library. 

  23. How should education institutes adapt and maneuver in this ever changing environment?

  24. Changing behaviors Past (and will continue) Now (can’t be ignored)

  25. Traditional medium still valid- Clever messaging in OOH

  26. Leveraging Pinterest to create brand engagement The University of Oregon encouraged students to use image sharing website Pinterest to pin things that reflected the brand of the Oregon Ducks

  27. To succeed in digital marketing- CONTENT is KING

  28. About the College: • Faculty • Student Activities • Alumni News • College Ranking • The No-Frills Essential Information: • Admission Process • Criteria • Fees • Financial Aid Two key buckets of information Scary Statistic: One in five students said they removed a school from consideration because of a bad experience on an institution’s Web site. Useful Statistic: When first coming to a school's Web site, more students and parents tend to click on links related to academics and programs of study. Source: The 2011 E-Expectations study polled 1,089 high school seniors and 517 of their parents from across the United States. This report is posted online at www.noellevitz.com.

  29. Offers & Conversion Forms • Provide niche cliques e.g. webinar with Alumni • Personalize- Where are they in the process • Keeping them engaged with interesting and relevant content • Trying not to inundate- know their appetite • Listen. Respond. • Consider ‘shareability’ of the content Continuing the conversation

  30. Using pop culture to differentiate content Retain basic information, but think about the ‘story’ around it

  31. Your Content. Their medium of Choice

  32. Encouraging self expression for applications

  33. Search Engine Marketing- Buy key ad words Search Engine Optimization- Make sure your website is optimized with key words so you come up high on the organic search list Off site Optimization- Link to partner websites to drive traffic Social Media is not a one-time investment. Think about content calendar Community management of Social media is of critical important Need for a mobile optimized website Constant tracking and analytics is crucial to keep content fresh and relevant Search and Social more interlinked than ever

  34. The Game of Your Life- An immersive experience OZU, a brand new university in Istanbul let students test drive their own future. They designed a Facebook app that let them make their choices and see the consequences unfold first hand.

  35. Small Budget?

  36. To aid growth 9

  37. From ‘under one roof’ to ‘specialist’ CONTENT CREATION COMMS PLANNING • BRAND AGENCY Brand guidelines, Brand Philosophy, Logo design ECOMMERCE SEARCH AGENCY • Search Engine Marketing • Search Engine Optimization SHOPPER MARKETING AGENCY • In Store Brand custodian CommsStrategy Above the line advertising Media planning Media buying Touch point strategy CRM/ DIRECTAGENCY • Loyalty Programmers • Direct Mailers ACTIVATION/EVENT AGENCY • Events, Activation • Road Show MOBILE AGENCY • Mobile sites • SMS • Apps DIGITAL PRODUCTION AGENCY • Website maintenance, asset management, tech support, back-end Digital strategy Digital executions across digital channels PR Crisis management SOCIAL MEDIA • Social Media Strategy, Social Media executions, Community management

  38. Importance of working in a multi agency model rising

  39. Measuring Digital ROI? Base: 102 clients 44% of advertisers cite lack of ROI understanding or measurement as the biggest barrier to increasing budget for digital marketing

  40. Social media leads the way. Events & roadshows extend engagement • Respondents from SG, ID, TH, CN, MY and IN believe that social networking would be more frequently conducted alongside other activities such as Experiential Activation and Brand & Product launches.

  41. Asian marketers are allocating 8.8% of budget to digital marketing. It is set to rise to ¼ of budget in 2014. 66% of CMOs is allocating 25% of the marketing budget to digital in 2014 Digital marketing comprise 8.8% of total media budget in Asia Source: http://www.accenture.com/Microsites/cmo-insights/Pages/home.aspx Source: R3 White Paper – Asian Agency Management • Overall, agencies are expecting an increase in digital spending by 2015, but have indicated that spending on display and search will take a lesser proportion. • Other researches have also reflected that display is starting to lose relevance with consumers.

  42. Companies acknowledge the competency gap for digital 8.3 8.1 7.7 8 6 6.5 6.3 5.6 Importance Competence 4 2 0 MarketingTeamarehighly digitallycompetent Regulardigitaltrainingfor upskilling Ourcompanyattractsthe bestdigitaltalent

  43. 91% of participants see importance in investing in staff training, especially in the digital space • .

  44. Generally, agencies do not think that clients are as digitally-savvy yet, but are starting to keep up with trends and giving better informed digital briefs Scale of 1 - 10, with 10 being extremely sophisticated.

  45. In-sourceorOutsource? Whattypesofagencies Whomanageswhat? Howdo I get my internal marcom teams and agencies work together? Whatshouldourinternal structurelooklike? Whatistheidealprofileofourinternaldigital teambe? 34

  46. Bestplaceto startisto lookwithin… Whatisyour organization structurelike? 35

  47. Andthenlookoutsideatagency structuresthatbestsuityourneed 37

  48. From In-house To Hot-house From running an in house pitch, NTUC Income appointed R3 for a Creative and Media agency review. From 8 Creative agencies and 5 Media agencies, BBH and PHD were appointed. And went on to create a multi award winning campaigns

  49. Top things from today

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