AIEC Bhfoeb. Australian International Education Conference Trends in the Education Market Online

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1 AIEC 2006 Trends in the Education Market Online Bmfy!Bwfsz Bddpvou!Nbobhfs Ijuxjtf!Bvtusbmjb Bhfoeb FOR centuries access to information and the ability to communicate it has been controlled by the wealthy and the well educated. The Internet changed all that. It has broken down the barriers that exist between people and information, effectively democratising access to human knowledge. Eric Schmidt, CEO Google Online Landscape Consumer Generated Media Student Acquisition Online Preferences The Bottom Line Australian International Education Conference

2 Xip!Xf!Bsf Online Competitive Intelligence Service Hitwise is the only source of timely and complete information on how 25 million people around the world interact with over 800,000 online businesses, across 160 industry categories every day. Partnerships with ISP s across Australia and monitor the anonymous Internet usage of approximately 3M Australians. Our clients are the first to gain insights on the online competitive environment to maximize their return on investment for online customer acquisition and retention programs Corporate, Government and Education Clients Worldwide. Operations in the US, UK, Australia, New Zealand, Hong Kong and Singapore. Founded in Voefstuboejoh!Joufsofu!Nfbtvsfnfou HITWISE Network Centric User Centric Site Centric Panel of 4,000-2M users Information on top sites, not all sites Primarily used for advertising decisions Report monthly Sample of 25M users, worldwide Information on 800,000 websites Used for a range of customer acquisition and retention programs such as search marketing, affiliate programs and content development Report daily Monitors all traffic to a site Extensive marketing & technical performance information Not comparative Report daily, sometimes hourly. Australian International Education Conference

3 Online Landscape Where does Education Fit? Fevdbujpo!Mboetdbqf Market Share of Visits to Australian Education Category 10,750 Education websites tracked Category Contribution Percentage: 3.59% There are 790,000+ Search Terms that drove traffic to this category over the 4 weeks ending 30/09/2006 Market share increases are largely reflective of semesters Education Reference market share over-lapping with Institutions Source: Hitwise Australia Australian International Education Conference

4 Cfodinbsljoh Australian Education Category Rankings Top 10 websites in Education Institutions only accounted for 15.4% of visits: Even playing field Source: Hitwise Australia Tfbsdi!Fohjof!Tibsf Weekly Share of Upstream Visits to the Education Category by Search Engine Google Australia accounts for over 6.8% of all visits in Australia and powers 67% of all Australian Internet searches Source: Hitwise Australia Australian International Education Conference

5 Consumer Generated Media Measurement of Online Interactivity Sjtf!pg!Dpotvnfs!Hfofsbufe!Nfejb Myspace.com YouTube.com Source: Hitwise Australia Social Networking Phenomenon: MySpace is the 3 rd most popular search term by Australian Internet users Grew its market share by 158% in last six months Media Sharing Phenomenon: YouTube increased its market share by 580% in last six months Australian International Education Conference

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7 Xjljqfejb!Tpbst!;!Fodbsub!Tubhobuft Australian Market Share of Visits to Wikipedia vs Encarta Wikipedia is the leading website in the Hitwise Education Reference category, accounting for 1 in 5 visits Source: Hitwise Australia Hspxui!pg!Qpedbtut Australian Search Term Breadth of podcast and podcasts This chart shows the growth in diversity of searches using podcast related search terms. How can Education Institutions leverage podcasts for learning delivery? Source: Hitwise Australia Australian International Education Conference

8 Qpedbtu!Wbsjbujpot This table shows the variations of searches using podcast variants tracked in the last 12 weeks in Australia. Over 55% of searches had 3+ keywords. Period: Week ending 30/9/06 Source: Hitwise Asia Pacific Acquiring Students Online Marketing Techniques Australian International Education Conference

9 Pomjof!Esjwfst!up!Fevdbujpo Category Contribution to the Education Category % of Upstream Search Engines Education Entertainment Services News and Media Portal - FrontPages Business and Finance Net Communities and Chat Government 0% 5% 10% 15% 20% 25% 30% 35% 40% AU SG HK Period: Week ending 30/9/06 Source: Hitwise Asia Pacific Search Term Variations: open day Tfbsdi!Ufsn!Wbsjbujpot;!pqfo!ebz Search Term Variations: open day Over 800+ variations using the term open day were monitored in the last 12 weeks. By charting variations of open day Hitwise clients can use this data to understand: Consumer tastes and preferences Product development Content management Campaign planning and scheduling Dramatic growth in searches on open day related topics since March Australian International Education Conference

10 Search term Analysis: open day Hitwise provides the ability to identify which sites gain traffic from search terms open day got 5.8% of searches of 800+ variations of open day, but was only 68% successful in generating clickthroughs Contrary to the organic results on Google, Deakin University received 11%+ of visits Txjocvsof!wt/!SNJU Clickstream Gap Analysis Swinburne are receiving more traffic than RMIT from: most Search Engines, Yahoo! AU/NZ/HK and BBC News RMIT are receiving more traffic from NineMSN, MSN, Google, Baidu (Chinese Search Engine) and Yahoo! Clickstream analysis can identify organic strengths and weaknesses highlight and opportunities Source: Hitwise Australia Australian International Education Conference

11 Hitwise Mosaic Lifestyle Online Behaviours and Preferences Nptbjd!Nfuipepmphz Hitwise Lifestyle Methodology: Mosaic is a geodemographic classifications through Experian and utilised by Hitwise Mosaic classifieds Australia s neighbourhoods into 61 Types within 11 broad Groups, at a level of just 22 households Covers the top 25K websites (Groups) and 15K websites (Types) Lifestyle Online Profiling allows you to: Find Mosaic groups and types that are the closest match to the group of characteristics you chose View the most popular sites and industries visited by these groups and types Find partners who attract your target market Gain Insight into online/offline media behaviour of your groups and types Australian International Education Conference

12 Targeting Lifestyle Characteristics Hundreds of variables make-up a Lifestyle type in this case we choose simply: Age: years old Educational Qualifications: 5 + O levels People with these characteristics are most likely found in E34 University Challenge Xifsf!bsf!zpvs!qsptqfdujwf!tuvefout@ Industries Websites Education Marketers can target websites which attract potential students using Hitwise Lifestyle tool Australian International Education Conference

13 The Bottom Line It Makes a Difference Xiz!hp!up!bmm!uif!uspvcmf@ Sales Funnel: Prospective Students Awareness Investigate Enquire Enroll Prospects Awareness Investigate Enquire Enrol Like any business, improving the effective targeting of a University s marketing efforts can dramatically enhance the bottom line. University A Students %age 80% 40% 25% 10% University B Students %age 88% 44% 27.5% 11% With improved targeting and responsiveness a 10% improvement in 4 steps results in a 45%+ increase in conversion. The Internet will continue to grow in importance to Universities, as it continues to grow as a primary information and communication. channel for prospective students. Australian International Education Conference

14 Cftu!Qsbdujdf!Pomjof!Nbslfujoh!Ujqt Know where you fit in the online landscape Start to measure and have the two-way conversation with your users and embrace Consumer Generated Media Begin a real dialog with a blog Personalization and Custom Delivery Options RSS Explore the online drivers to Education for website traffic opportunities Leverage Search Marketing to Attract Students Know your online audience & be relevant to them Opx!zpv!lopx/// Bmfy!Bwfsz Bddpvou!Nbobhfs bmfy/bwfszaijuxjtf/dpn Australian International Education Conference