Digital Dominance: The 2016 Social Admissions Report - China Edition

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Leveraging Digital Marketing in China


Xiaoqiao Zhang Associate Director of

International Admissions at Lycoming College

Justin Hutchings Director of International

Services at Chegg

Gil Rogers Director of Enrollment Marketing at Chegg

Today’s Presenters

A Huge Opportunity and Growing

1985

1995

2005

2014

1.1 Million 1.7 Million

3 Million 4.5 Million

8 Million

2025

Source: IIE Project Atlas, 2015


There’s China… and there’s everyone else

31% of international

students in the US are coming from

China

Source: IIE Open Doors Report, 2015


The China Landscape The Numbers

•  Over half a million students studied abroad in 2015 •  Over 90% of students are studying abroad at their own

expense, remainder are government or company sponsored

Growth •  Growth in students studying abroad grew by over 13%

from 2014-2015, surpassing half a million for the first time

Source: Annual Report on the Development of Chinese Students Studying Abroad (2015) No. 4


Key Influencers Brand Recognition

•  Institution type •  Digital presence •  Legitimacy, time in market, and on-the-ground presence

Ranking/Reputation •  US News and World Report •  Institutional and program rankings •  Perception of academic quality

Student/Parent Perceptions •  Safety and location •  Program offerings and internships •  Admission criteria and cost


Tools of the College Search

0%

10%

20%

30%

40%

50%

60% Search Engine (Baidu)

College Ranking Sites

Chinese School Search Site (Zinch) Official College Website

Social Media Website (Weibo)

Foreign School Website (College Board) Social Media Mobile (WeChat)

News App

Source: Chegg Social Admissions Report: China Edition

The Top Digital Sources

More than 40%

Over Half 1 in 3


That’s over

360 million annual searches for study abroad related

terms

Sample: Lycoming University

Social IS Mobile

China’s population: 1.37 Billion

Source: National Bureau of Statistics of the People’s Republic of China: 2015年国民经济和社会发展统计公报

Social Media Resides in Mobile

71% of SNS users access platform via mobile

593 million mobile internet users

95% of China checks smartphone before bed

43% of China’s population

Source: GroupM Interaction, China at Your Fingertips 3.0; China Internet Network Information Center, July 2015

Nearly 70% Use a smart phone as their primary tool for researching colleges

Top Activities:

•  85% check school info (rank/majors/tuition)

•  38% watch a video from a college

•  28% posted a question to a college rep on a social media site

•  27% participated in a live chat


China has been experiencing a light speed evolution in Social Network Service (SNS) development

2008 - 2009 Renren Dynasty

2010 - 2013 Weibo Dynasty

2014 - ? WeChat Dynasty

Source: Imagination Creative Agency, April, 2014, Chinese Social Media Brief: Overview, SNS Analysis and Key Trends.

Nearly 90%

of students indicate they will use social media when deciding where

to enroll


0 0.5 1 1.5 2 2.5 3

College Official Websites

Search Engine (Baidu)

Chineses School Information Website (Zinch)

News App

Social Media Website (Weibo)

Social Media Mobile App (WeChat)

How important are the following (according to students) … ?


0 20 40 60 80 100

College Website

Email

High School Counselors

Social Media

Hosted Campus Visit

Overseas High School Visit

College Fairs

How important are the following (according to recruiters) … ?

Source: NACAC Admission Trends Survey, 2014-2015

Mobile Messaging Apps Instant-messaging apps are the types of apps students indicate being most likely to use when searching for colleges. This indicates a high value placed on the perspectives of their peers when researching and evaluating colleges. It also places an importance on having a verified presence on these platforms (which is not easy)

WeChat •  Chat by text •  Chat with voice notes •  Send pictures •  Send video •  Engage in a voice call •  Engage in a video call •  Can operate like a walkie-talkie •  Customize your branding •  View basic user information

Personal Account – personal account tied to one individual (not shareable). Offers direct engagement or group interaction with users. Is replacing the business card, and is a must for any recruitment initiatives in China. Public Subscription Account – designed for brands to share updates with audiences, with a limit of one push message per day. Build into a microsite for informing users. Builds social awareness, and brings legitimacy.

Two WeChat Account Options:


谢谢! Xiaoqiao Zhang

Associate Director of International Admission at

Lycoming College [email protected]

Justin Hutchings Director of International

Services at Chegg [email protected]

Gil Rogers Director of Enrollment Marketing at Chegg

[email protected]

Get the full report at http://edu.chegg.com/downloads

Digital Dominance: The 2016 Social Admissions Report - China Edition

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