2011 noel-levitz ncsrmr presentation

Noel-LevitzNational Conference“What’s up with Canada, eh?”

Sean WilliamsAssociate Consultant, Noel-LevitzJuly 28, 2011

Flow for the hour

• Setting the stage• Canadian and US comparisons• Compilation of research findings

– Teens– Millennials– Comparison

• Summary

Who is this guy?

• I’m the token Canadian at Noel-Levitz• I’ve been in marketing for almost 20 years• Done the ‘big’ agency thing (i.e. Leo Burnett,

Dentsu, etc.) and worked for companies in marketing/sales roles (i.e. Nikon and Molson)

• Set up ‘marketing consultancy’ business in early 2007

• Past and current work within a variety of industries (i.e. CPG, CE, financial, retails, telco, etc.)

• HE is a big focus within portfolio– Worked for StFX University– Consulted with another HE consulting company for 2

years• Working for Noel-Levitz (WSS) since Oct. ’10

What I’m hoping to achieve this morning

1. Give the Canadian perspective

2. Highlight behaviours of two important demographic segments

3. Offer insights for future recruitment and retention efforts

This is not a review of one study• This is a compilation of information and research

from a variety of sources – it doesn’t always match

• Findings may indeed state the obvious• Thanks to...

– IMI International– Media Badger– Campus Intercept– comScore– eMarketer– CMRC– Ipsos Reid– Many others

Who are we talking about today?

Are Canadians different from Americans?

One thing is for sure, we both love...

Canadian usage just keeps going up

Canadian’s like to converse, share, view

American’s too

Facebook is both our favourite

• Over 16.5 million people are on facebook • US has almost 153 million users• Within the Canadian group, almost 1.4

million (8.3%) are between 14 to 17• 4.1 million in the 18 to 24 age bracket

(25.1%)• In the US, 14-17 year olds make up 9.9%

of total users while 18-24 year olds make up 24.6%

2011 Checkfacebook.com

Biggest group are 18-24 yr olds

We consume a lot of video

• 71% of Canadian Internet users visit YouTube every month– Only 55% of American online users hit the

video site every month• The age group in Canada that uses

YouTube the most is between 18 and 24– They spend an average of 360 minutes viewing

videos every month• It’s not just YouTube• CBC, CTV and Global have all seen growth

in their online content viewing

Canadians like video

2011 comScore

We tweet, but not our youth

• 13.7% of Canadians use Twitter each month as opposed to 11.3% of Americans

• However, tweeting is done by the older demographics (30+)

• From a younger perspective, only 8% of teens tweet

2010 comScore & IMI

And when it comes to 18 to 24 yr olds• Americans averaged 28 hours per week on

the Internet, compared to 27 hours by Canadians

• 81% of Canadians are on Facebook compared to only 57% in the U.S.

• Americans are more into MySpace with 54% having registered

• This is compared to 23% in Canada• Americans send and receive an average of

129.6 text messages per week• Canadian average 78.7 messages per week

Oct. 2009 Ipsos Reid

Lets talk about Canadian Teens

They love their games

Recent online activity and participation

2010/11 IMI ConsumerTrack study (600 –1,400 sample)

They’re willing to share

What social networks they know and use

2010/11 IMI ConsumerTrack study (600 –1,400 sample)

What they use their phones for

2010/11 IMI ConsumerTrack study (600 –1,400 sample)

Lets talk Canadian Millennials (however they’re defined)

Recent online activity

2010/11 IMI ConsumerTrack study (600 –1,400 sample)

They live on social networks

What social networks they know and use

2010/11 IMI ConsumerTrack study (600 –1,400 sample)

Social networks is their news source

Apr. 2011 CMRC

It’s reliable and empowering

• Younger Canadians (33 per cent) are more likely to trust information from social networks than older Canadians

• They use social networks, sharing and collaboration to empower them to make decisions

• This takes them well beyond their peer network to glean information, opinions and knowledge

2010 CMRC and Edelman

They do their research

2010 Edelmen

They’re an actionable bunch

• 81% have joined a brand-sponsored online community with nearly half (46%) having joined more than three

• 41% share positive brand experiences online

• For the brands they love, 64% have recommended their products to friends and family

• 40% have friended/followed that brand on their social network

Oct. 2010 Edelman

They watch a lot of video online

What they use their mobile phones for

2011 Ipsos Reid

What else are they doing?

Q: Which ONE media source carries advertising that you believe to be the most engaging?

Source: BBM Analytics May 2010

52.5

5.3 5.53.5

27.7

2.2

Television Radio Newspaper Magazines Internet Out of home

2010

What media ‘engages’ them

Feb. 2011 CampusIntercept

And now for the ‘student’ perspective

Feb. 2011 CampusIntercept

What do ‘students’ respond to

How do they match up against each other?

Social media usage by age

Q4 2010 ComScore data

Monthly activity with video

How they match up with mobile devices

2010/11 IMI ConsumerTrack study (600 –1,400 sample)

Q. Do you currently own a cell phone?Q. Is your cell phone a smart phone such as a Blackberry

or iPhone?

What’s different in mobile phone usage?

2010/11 IMI ConsumerTrack study (600 –1,400 sample)

Now what?

You probably knew much of this

THEY’RE WIRED

Let me state the obvious

• They’re connected all the time• Social networks are more than just their

social networks• Video, video, video• Mobile devices are an ever increasing life

line– Gaming, browsing, video, social media,

emails... and of yeah, talking• Email isn’t dead, just check their mobile

devices• They still interact with traditional media

(at least the Millennials do)

My last words

• There is learning here that should help guide both recruitment and retention efforts

• Ask yourself the following questions:– Do I need to further understand things in my

market(s) and on my campus?– Am I using the right tools to engage potential

and current students?– How do these tools fit within the broader

marketing and communication strategies?– Do I need help?

• There are best practices to learn from and other tools to help implement

Thank you

info@williamsmarketing.ca@swmgrouplinkedin.com/in/seanwillliams