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1 A digital body language approach to maximizing channel ROI in the new media Julian s slides might go here Julian Chair Duleep Magnus Dominic Participants, start your engines, go to: 1

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3 Power of Mobile Tech Recruiting International Students 3

4 Expectations shift as emerging markets grow Smart phone penetration in emerging markets 47% 36% 13% China Vietnam India Source: Google, Netbiscuits May 2013 Mobile is central to my life 77% of respondents aged years 4

5 75% have their smartphones with them in the bathroom 5

6 Students live on mobile Nomophobia is the fear of not being connected due to a lack of battery power, signal or loss of ones mobile phone Proportion of respondents who confess to nomophobia 53% 66% 74% Source: Business Insider founders@anyadir.us 5.5 Hours a day Avg time spent on smartphones by respondents aged years 6

7 Mobile is different from desktop / laptop Share of mobile phone time by function 5% 3% 5% 6% 11% 56% 13% Apps Text Messaging Browser Social Network Call Source: ExactTarget founders@anyadir.us Recruit on Mobile? a case study from Admission Table

8 An Efficient Recruitment Funnel Communities Identify Prospects Qualify Prospects Engage Prospects Applicants Building Communities of Int l Students 2.5 M Reach per Month India, Vietnam, Nigeria facebook.com/study.at.us facebook.com/study.at.australia facebook.com/study.at.europe facebook.com/degree.on.cloud 8

9 Identifying the Right Prospects 56,011 Reached 6,551 Engaged Prospects identified based on Age Geography Education level Interest in studying abroad People they are connected with Qualifying the Prospects View Campaign Learn More Submit Inquiry Exclusive Leads Delivered in real-time Inquiry filters can be customised Free for students Campaign published on student community page facebook.com/study.at.australia 9

10 Engaging with the Prospects Ask Senior Counseling Newsletter Ask Peers admissiontable.com WhatsApp Recruiting for a Tier I University 557,358 Reached 1,027 Inquiries 361 Engaged 60 Applications 10

11 Duleep Deosthale, PhD admissiontable.com 11

12 UNDERCOVER AGENTS: STUDENT INSIGHTS INTO UNIVERSITY RECRUITMENT PROCESSES Magnus Olsson StudyPortals 12

13 Student eyes rating by region 13

14 Finding relevant information Response time to student Enquiries 14

15 Response time to student enquiries in different continents Number of reminders of the institutions that replied to first enquiry 15

16 Read More Magnus Olsson StudyPortals 16

17 QUT Case study: Adventures in marketing automation The game has changed Student is in front seat: They control the process Top information sources: Search engines, social media, referral and institution websites They ll talk when they re ready: QUT Case study: Adventures in marketing automation Problem #1: If you pass all leads to recruitment, you risk losing those not ready to talk Warm leads: Problem Rout warm #2: leads to And, automated you risk nurture crowding campaign. out Raise those their leads interest ready to talk Result: Lead leakage The The new old Lead recruitment Management funnel Gap Marketing Automation: Scores your lead s online behaviour (digital body language) Enrolment-ready leads: Rout enrolment-ready leads to Recruitment for personal follow-up Cold leads: Recruitment sends cold leads back to Marketing for more nurturing 17

18 QUT Case study: Adventures in marketing automation QUT International s Path to Marketing Automation In 2012, evaluated three excellent marketing automation platforms Source Channels The QUT Funnel 18

19 10/10/2014 Nurture Program Two days later Webforms Powerful tools for recruiters A few hours later 19

20 Relevant to customer s interests and needs QUT Case study: Adventures in marketing automation Metrics at your fingertips 20

21 QUT Case study: Adventures in marketing automation Metrics at your fingertips: Dashboard provides instant feedback/roi on campaigns Empower your marketers: Drag and drop, set and forget automation Benefits of Marketing Automation Marketing Automation: Records digital body language and prioritises routing of warm leads to nurture campaigns and hot leads to Recruitment Raise productivity: More digital campaigns with same marketing resources Triggered campaigns: Deliver personalized mailings triggered by certain web actions Agile response to market: Build automated nurture campaigns, landing pages and webforms Powerful marketing: Develop creative s with rulesets that deliver dynamic text/images relevant to each prospect s interests QUT Case study: Adventures in marketing automation 21

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