EDUCATION IN INDIA

SOCIAL MEDIA STRATEGY

OVERVIEW OF THE INDUSTRY

• India is the most exciting higher education market in the world.

• It is a $600 billion industry and is expected to grow steadily in the coming years.

• Institutes offering higher education in India is 44,668 which is more than China and the US.

WHY SOCIAL MEDIA?

“After “tech savvy” it is the “social media savvy” that has become synonymous with today’s generation in India. About 2/3rd of Indians online spend time on different social networking sites like Facebook, Twitter, YouTube, Pinterest etc. Even the trend of sending personal emails seems to have become obsolete as compared to social media”

SCOPE FOR SOCIAL MEDIA in Education

11%

17%

19%23%

30%

Increasing Speed to KnowledgeReducing Communication CostsIncreasing Speed of Access to Internal ExpertsDecreasing Travel CostsIncreasing Innovation

Educational Institutes can leverage all the

benefits of Social Media

TYPES OF SOCIAL MEDIA

Facebook is the most preferred social media tool in higher education

Microblogging allows schools to send up to date announcements to students

Admissions professionals are now using LinkedIn

Blogging continues to be embraced by colleges and universities

98%

47%

47%

84%

HOW SCHOOLS

USE SOCIAL MEDIA

In the Classroom

General Outreach

Potential Students

Professional Development

Branding

Professional Development

Instructors learn more about their industries through social venues

They can interact and network with other schools

and universities

They can network with other professors

47% Admissions Professors

use LinkedIn

In the Classroom

Professors upload learning materials and more on

blogs and networking sites

Class announcements and discussions are shared on

sites like Twitter

Universities use message boards to upload course

outlines, grading patterns and assignments

37% students use

message boards for

school related work

Potential Students

Colleges offer virtual tours that offer 360 degree

images and videos

Engage new students and monitor conversations on

the Internet

Colleges can reach out to the students who mention

them on Twitter or comment on their blog

43% potential students are first

reviewed on Social Media

General Outreach

Alumni groups can connect and grow

Social sites provide a platform to promote

activities, receive feedback and start a conversation

Schools can reach out to parents and keep them

up-to-date

83% Educational

Institutes use Social Media to

reach out to Alumni

Branding

Colleges create Facebook Mascot pages to encourage

School Spirit amongst Students

Increase Awareness/ Advocacy/ Rankings

Create, Sustain and Improve Brand Image

77% Institutes use Social Media to

create and improve

their Brand Image

WHY SHOULD YOU DO IT?

Your Target Audience is ONLINE!

98% 84% 47%

Stud

ents

use

Fa

cebo

ok

Stud

ents

use

Tw

itter

Stud

ents

use

B

logs

WHY SHOULD YOU DO IT?WHY SHOULD YOU DO IT?

Students turn to social media for concerns

Social Media is the fastest and cheapest

form of communication today

Expect to be able to interact with schools

online to get more information

Watch videos on YouTube and ask quick

questions of Twitter

COMPETITIVE LANDSCAPE

TOP PLAYERS

OVERVIEWPublicly available information on the Web is captured and analysed to create a comprehensive report about a brands Social Media presence and online activities.

The intent is to help a company better understand the performance of and reaction towards the brand on Digital Media and turn social media into strategic insights to help them develop operational intelligence and situational awareness.

The brands’ online behaviour is mapped and classified based on:

• Presence on Social Networks

• Engagement level on social media

• Impact on their sphere of influence

• Popularity and reach

• Activity Patterns

• Sentiments associated with the conversations

SOCIAL MEDIA QUOTIENT (SMQ)

‘Social Media Quotient’ measures a brands’ performance on social channels. It is calculated on the analysis of ‘Presence & Performance’ of various social media assets; it takes into account- connections/ followers/ public posts, engagement level, influence, technology adoption etc.

The following channels have been covered under SMQ Analysis

Competitor Channel Analysis

Relative Performance

IIM Bangalore tops the list with a total of 14,400 followers and 873 tweets tweeting 3-4 tweets per day. TAPMI follows with 1623 followers.

The scores of all the players can be better with more number of posts.

TAPMI here tops the list with 672 likes on their last seven posts and 83 shares on the

same. Christ University and Alliance are close

players with 404 likes of the latter on its last seven posts.

Facebook

IIM-B TAPMI XIME Christ Alliance

34.233.6

16.1

35.2

24.1

Twitter

IIM-B TAPMI XIME Christ Alliance

13.3

19

10.6

22.6

38

On Facebook, TAPMI is the clear leader with engaging posts looking to garner student support as well as publicising student achievements to the public. On Twitter,

IIM Bangalore is the leader with relevant content updated periodically.

Best Practices

Relative Performance

IIM Bangalore tops the list with 15 blog posts in a month! TAPMI follows with 4-5 blogposts

in a month. Both have blogs where posts can be easily shared and liked to increase engagement.

IIM Bangalore, Alliance and TAPMI all have excellent websites. All their social media

links are integrated on their website which makes it easy for the viewer. XIME needs to

work on integrating all platforms on one arena.

Website

IIM-B TAPMI XIME Christ Alliance

30

20

10

3030Blogs

IIM-B TAPMI XIME Christ Alliance

3232

0

32

40

Alliance has a great website with voice animations for the disabled. It is a fully integrated website with information easily accessible. IIM Bangalore has a highly informative blog with

relevant details about the culture, life and activities in the college.

Best Practices

Relative Performance

IIM Bangalore again tops the list followed closely by Christ University. The idea behind a YouTube channel is to give the world at large a view of the college as a whole and that is what

IIM-B and Christ University have achieved.

IIM Bangalore tops the list with 6005 followers on the site. Christ University and

Alliance also have a large number of followers. TAPMI and XIME lag behind

because they do not have a company page for their college.

LinkedIn

IIM-B TAPMI XIME Christ Alliance

34.534.9

1010

40YouTube

IIM-B TAPMI XIME Christ Alliance

12.5

22.6

10

20.723.1

SMQ  is  affected  by  an  Ins1tute’s  social  media  prac1ces,  engagement  level,  content,  popularity  and  reach  against  industry’s  benchmark.    

Social  Media  plays  a  pivotal  role  in  ‘Educa1on’  &  ‘Brand  Building’  

IIM  Bangalore  leads  the  way  in  SMQ  with  30.47  but  it  could  have  fared  even  beIer  with  more  number  of  shares  on  its  Facebook  posts  and  a  higher  number  of  followers  on  LinkedIn.  

XIME  lags  because  of  its  insignificant  presence  in  important  channels  like  LinkedIn,  an  un-­‐integrated  website  and  no  blogposts.

SMQ

IIM-B TAPMI XIME Christ Alliance

30.47

26.41

10.95

27.0825.07

WAY FORWARD

Follow a Crawl, Walk, Run Approach for Social Media

CRAWL WALK RUN FLY Aggregation & Branding Community Building Thought Leadership Technology

Online Listening & Monitoring

Establish Online Credibility and Trust through a stepped approach

•  Content optimization •  Organized content hubs •  Creatives’ revamp

•  Snackable content •  More engagement •  Track & Monitor real

time conversations •  External seeding

•  Go mobile: Style in your pocket – An App

•  Dedicated website : Responsiveness & playability are must haves

Month 1-2 Month 3 Month 4 Month 5-6

•  Blogs •  Presentation •  Inforgraphics •  Digital PR •  Community outreach •  Identify promotional

avenues

We will Follow The Crawl, Walk, Run Methodology for Social Media

DEMONSTRATE THOUGHT LEADERSHIP

Facilities Student Testimonials

Faculty Testimonials

Coverage of Internal Events

SOCIAL MEDIA IMPLEMENTATION PLAN

Intelligence Content VenuePromotional

Platforms KPIs

Your BrandsYour Competition

Industry Trends

Listen  for  

Listen  in  

Twitter, Facebook, Blogs, News, Forums,

Suggestion Sites

Market Research,Public Relations,

Customer Service,Branding

Digital Marketing,Public Relations

Digital Marketing :Community Building

which can be leveraged for several functions

Social Enterprise Metrics : CEO – CFO –

CMO ‘s Office

• Size of the community

• Level of Engagement

• Number of App downloads

• Number of queries resolved

• Content Curated

SEO & SEM

Search Engine OptimisationKeyword Research

On Page SEO Off Page SEO

Create Blog PostsCreate Presentations Create Videos

Create content using researched keywords for websites like slideshare, YouTube etc. These sites have highest page ranks and thus help your website show up on the 1st page of search engines

Search Engine Marketing

Meet your customers when they are actively looking for your products on a

search engine.

Advertising via the search engine is cost effective.

Statistics can be gathered from web logs to determine the efficacy of an ad

campaign.

ABOUT ITTISA

WHO ARE WE?✦ Founded in June of 2014, we are the

Agency.

✦ The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative world with our highly creative and passionate team..

✦ At Ittisa, we are a unique captivating mix of the right sprinkle of creativity!

✦ We love the work we do here because one - we adore the Digital world and two - we know that our ideas & strategy make a difference.

✦ Our objective is simple - To make our clients create a mark in the Digital space with

✦ Super glad to announce that we have recently and look forward to changing the trajectory of women workers and create a

better world for everyone.

WHAT DO WE DO?

WHAT WE CAN DO FOR YOU!

BRAND BUILDING &

SOCIAL MEDIA MARKETING

SEARCH ENGINE OPTIMISATION

SEM

BIG DATA ANALYTICSORM

SOCIAL CRM

UI & UX Design

HAPPY CLIENTS

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