Post on 21-Jan-2015
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EducationUSA.state.govYour Official Source on U.S. Higher Education
Take the Next Step with Social Media:
Market, Manage, and Track Your Community
Marty Bennett, Outreach Coordinator
Global EducationUSA Services, Institute of International Education
Bryan Gross, Associate Vice PresidentEnrollment Management, St. John’s University
Your Official Source on U.S. Higher EducationEducationUSA.state.gov
Social Media MMA
• Marketing– Identifying where to be, Curating content,
creating conversations• Management
– Scheduling posts, monitoring platforms• Analytics
– Determining success, tracking effectiveness
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Key Facts about Social Media• 83% of Facebook users non-U.S.
– 60% of those outside U.S. 16-25 yrs old
• 70% of YouTube traffic outside the U.S.
• 60%+ of all Twitter tweets not in English– 60% of users overseas
• 78% of Wikipedia articles not in English, 267+ languages
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747 million
448 million
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Facebook dominates…
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Source: http://wearesocial.net/blog/2011/11/tweets-english
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Where in Asia…
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… but not always the big 3
• China – Renren, QQ, & others: 500+ million internet users
• Russia – Vkontakte, Russian language, 111 million users globally
• Netherlands – Hyves, 11 million (2/3rd of Dutch population)
• Japan – Mixi but Twitter recently surpassed Mixi in total users
• Brazil – Orkut but Facebook now #1 & Twitter gaining fast
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The China question• http://mashable.com/2011/11/30/china-social-networking
– Youku (YouTube) * (just launched)– Sina Weibo (Twitter) 250 mil users 10/11 * 22,000 follows– Sina blogs (Wordpress/Blogger) * 233,000 blog visits– Renren (Facebook) 31 mil users 4/11– Kaixin (LinkedIn-type user base)– Douban (social network) 53 mil users 2011
» *Used by EducationUSA China
• http://mashable.com/2012/04/10/china-largest-online-population– Over 500 million internet users in China
• http://www.educationusachina.com/school/usschool/t/faqs– Verification issues, social media linkages, and other China credential/travel
questions from our EdUSA team in Beijing
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StudentAdvisor – Top 100 Social Media Colleges
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Social Media Dashboard
• The Social Media Dashboard includes the following icons:– Facebook– Twitter – Google+– YouTube– Flickr– Pinterest– Tumblr– STJBloggers– STJ2GO– STJ Athletics– Instagram
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St. John’s Twitter accounts
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Associate Director at the University Freshman Center
Associate Vice President of Enrollment Management at St. John's University
St. John’s University Official Page
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St. John’s University Undergraduate Admission
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St. John’s University Rome Graduate Programs
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Undergraduate Facebook Contest
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Undergraduate St. Patrick’s Day Parade
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Contests for Facebook and Eye of the Storm
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STJBloggers and YouVisit
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• Warren Cheung– Tobin College of Business
• Amanda Pryor– College of Professional Studies
• Matthew Lundy– St. John’s College of Liberal Arts and
Sciences• Kayla Solis
– St. John’s College of Liberal Arts and Sciences
• Nathali Zamora– St. John’s College of Liberal Arts and
Sciences• Caitlin Stehling
– College of Pharmacy and Allied Health Professions
• Jheryl Wilson– Tobin College of Business
• Joseph Reis– St. John’s College of Liberal Arts and
Sciences• Adam Sanchez
– St. John’s College of Liberal Arts and Sciences
• Danielle Callier– College of Professional Studies
• Boards– Academics & Schools– Faith & Service– Academic Lecture Series– We heart NYC!– When in Rome…– …or Paris– STJ Campus Life– The D’ Angelo Center– Athletics– RedStorm Spirit – Johnny Thunderbird– Carnesecca Arena– 1870 and Onward– Notable Johnnies– Alumni Appreciation– Campuses
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• Posted on Twitter:– We've joined @instagram!
To follow us, search for our username 'stjohnsu'. To share a photo with us, use the #stj hashtag.
• For Accepted Student Day, students to take pictures of campus using Instagram .
• Pictures are so important to perspective students
Twitter - @STJProbTweets
• I love when STJ sends me enormous scholarship applications the week before they're due. Thanks for nothing! @STJProbTweets
• When you get chased down by a giant blood drop. @STJProbTweets
• Anyone else pull the ole all nighter catch up on studies bc you slacked the whole week? Gotta love delirious Mondays!
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We Need to Pay Attention
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Since students returning back on campus from Spring Break, the number of fans talking about “St. John’s Problems” has slightly increased.
中国| Social Media Outlets
China Media OverviewRecommended News Portals:
• Sina• QQ• Sohu
Specialized Websites for Overseas Study:• Tigtag• Gter• EOL
Social Networking Websites or Tools:• Renren• Micro-blogs
Professional Website for Studying Abroad:• Zinch
China Media for Schools: News Portal
Listed below are the top three News Portals in China—all of which have education and study abroad channels targeting the parents and students who are concerned about studying in the US and other countries.
• QQ: http://www.qq.com/
• Sina: http://www.sina.com.cn/
• Sohu: http://www.sohu.com/
China Media for Schools: News Portal
Opportunities:Huge TrafficVery Targeted
Cons:Very Expensive
China Media for Schools:
Specialized Websites for Oversea Study
Tigtag, EOL, and Gter are specialized websites for oversea study. They provide professional information on studying and life abroad, as well as forums for discussion and sharing.
• Tigtag: http://www.tigtag.com/
• EOL: http://www.eol.cn/
• Gter: http://www.gter.net/
China Media for Schools:SNS Websites or Tools
Renren (the equivalent of Facebook in the U.S.) is the largest social website in China. People—especially students—spend much time on the website talking and sharing with friends.
• 2 kinds of promotion on Renren:1. Renren public page (FREE)2. Renren CPC » Renren: http://www.renren.com
Weibo, (the equivalent of Twitter in the US) is becoming increasingly popular. People share short messages, videos and pictures, which can be commented on. You can set up an account for free on any of these sites, but attracting a strong following can be difficult and will require high attention and priority.
• Micro-blogs: http://weibo.com/; http://t.163.com/zinchchina; http://t.qq.com/Zinch_China; http://zinchchina.t.sohu.com
China Media for Schools:SNS Websites or Tools
Opportunities: Renren CPC ads is very
targeted. You can choose the area age range and interests of your target
Spread very fast
Cons: Need to purchase CPC ads Difficult to build a
following/takes time to see results
Takes a lot of attention and active promoting
China Media for Schools: Zinch
A professional website for studying abroad, Zinch China helps Chinese students find undergraduate and graduate programs outside of China, and helps overseas programs find best-fit Chinese students.
• It is now the largest online social network in China for students interested in overseas study with more than 200,000 active users.
• Students and parents use Zinch China for free to search for schools and interact directly with overseas admissions officers.
• Zinch offers paid search, branding, and marketing services to US Universities and Colleges.
• Zinch China is 100% American owned, with headquarters in San Francisco.
www.zinch.cn
China Media for Schools: Zinch
• Channels within Zinch reaching 200,000+ users:
Zinch newsletter Zinch renren public page Zinch campaign message Banners and links on zinch.cn
• Channels outside Zinch reaching 20,000+
Search Engine Marketing (Baidu) Micro-blog Marketing (Sina, Sohu,
Tencent, RenRen)
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Not Just Where But How% of mobile users who access the web only via mobile phones
• Egypt 70%• India 59%• South Africa 57%• Ghana 50%• Indonesia 44%
Source: http://mashable.com/2012/04/11/mobile-advertising-developing-world
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How
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Indonesia– Top two social media outlets:
• Facebook– 72% of users 16-25
– 76% of all Indonesian with Internet access are on Facebook
• Twitter 19+ million users– Indonesian youth is championing ‘mobile social’
from We are Social’s report– Twitter the new BBM
• Local language content
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Vietnam
Source: We are Social Social, Digital, & Mobile in Indonchina: http://wearesocial.net/blog/2011/12/social-digital-mobile-indochina/
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• Top Social Media platform: Zing more than twice the users of FB, but
• Facebook » 87% 16-25 yrs. old
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For more Asia focused mobile, social & digital data
http://marketingeducationusa.blogspot.com/2012/02/social-media-mobile-trends-in-asia.html
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STJ Weekly Tracking Report
• Official Facebook page for St. John’s University– 8,908 vs. 8, 870 fans (+38)
• Undergraduate Admission Facebook fan page– 1,303 vs. 1,274 fans (+29)
• Twitter @stjohnsu– 2,784 vs. 2, 746 followers (+38)
• Twitter @bethstj– 221 vs. 222 followers (-1)
• Tumblr– 52 vs. 47 followers (+5)
• Eye of the Storm– 2,132 vs. 1,907 students with
profiles (+225)
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Undergraduate Admission Facebook fan page
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What do US institutions measure?
Source: .eduGuru http://doteduguru.com/id6927-results-the-state-of-higher-ed-social-media-2011.html
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Defining Thought on ROI
• “Are you using social media to blare your message, or are you taking the time to create connections that pay off with real results.” – Mike Petroff (.eduGuru) – White paper on: Why your school’s social
media strategy is falling behindSource: http://www.fathomseo.com/resources/guides/social-media-marketing.asp
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Questions & Thanks!
Bryan GrossAssociate Vice President, Enrollment Managementgrossb@stjohns.eduTwitter: @stjbryan