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Social media in
international student
recruitment
Jessica Winters
Coordinator Marketing
@jlinkmarketing
University of Groningen
• 400-year old Research
University

• Bachelor, Master, PhD
• 28,000 students
• 4,000 internationa...
•

University of Groningen – 24,000+

•
•
•

Approx. 50 University of Groningen-related FB
Pages
Approx. 50 University of ...
Why social media?
Main reason…
•

This is where our students are

•
•

Connect, find and share information

And it’s cheap…

5
students & social media
•
•
•
•

internet is (almost) as important as air, water, food
and shelter: 82%
internet is more i...
How can social media help
us?
• Recruitment
• Advertising
• Information flow – expectation
management

• Admission
• Conta...
Recruitment
• Advertising
• Presentation
• Outreach
• Creating engagement
• ‘Follow up’
9/19/2013

|9
Online brochure
Information expectation management

• Application, Housing & Living Costs
• Outreach
9/19/2013

|
14
9/19/2013

|
15
9/19/2013

|
17
Contact - Connect
9/19/2013
9/19/2013

|
24
How to be effective?
Know your audience
Know the tools
Listen…
Facebook Facts
•
•
•
•

1 billion+ users
70% of the internet population uses Facebook
405 minutes per month
48% of the 18-...
Top 10 countries on
Facebook
•
•
•
•
•

USA
Brazil
India
Indonesia
Mexico

•
•
•
•
•

Turkey
UK
Philippines
France
Germany...
•
•
•
•
•

Fastest growing
countries on
Facebook
Brazil
India
Vietnam
Indonesia
Japan

•
•
•
•
•

Taiwan
South Korea
Thail...
SocialBakers 09-05-2013
SocialBakers 09-05-2013
SocialBakers 09-05-2013
Population: 1.34 billion
- On social: approx. 700 million
facebook pages
Posting
•
•
•
•
•

80 characters or less (80 –
130 characters)
Visual
Quality, not quantity
Best days/times
Mix fun with s...
International student
page
Types of posts
Best posts main Page
•

PRIDE

•
•
•
•
•
•

Students
University
Local/regional

College-humor
Student-related
Famous peopl...
Best posts Prospective Page
• Hype: Harlem Shake
• Groningen city
• Netherlands
• Study abroad
WORST POSTS…
Thank you and goodbye
on:
Questions?
j.t.k.winters@rug.nl
@jlinkmarketing
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
Posting effectively on Facebook: the art of listening
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Posting effectively on Facebook: the art of listening

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Posting the 'right' content on Facebook to create engagement is a challenge many of us can relate to, and figuring out what works for your institution consists of three tasks: know your audience, know your tools, and listen.

Jessica Winters from the University of Groningen takes us through each step, and also includes a set of basic rules that apply to every social manager.

View the slides from her presentation and read the accompanying article ''Posting effectively on Facebook: the art of listening'' here: http://bit.ly/Xh9sSU.

For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.

Published in: Education, Technology, Business
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Transcript of "Posting effectively on Facebook: the art of listening"

  1. 1. Social media in international student recruitment Jessica Winters Coordinator Marketing @jlinkmarketing
  2. 2. University of Groningen • 400-year old Research University • Bachelor, Master, PhD • 28,000 students • 4,000 international students • Over 100 degree programmes in English
  3. 3. • University of Groningen – 24,000+ • • • Approx. 50 University of Groningen-related FB Pages Approx. 50 University of Groningen-related FB Groups @univgroningen – 13,000 followers • Approx. 30 University of Groningen - Twitter accounts
  4. 4. Why social media?
  5. 5. Main reason… • This is where our students are • • Connect, find and share information And it’s cheap… 5
  6. 6. students & social media • • • • internet is (almost) as important as air, water, food and shelter: 82% internet is more important than dating, going out, or listening to music: 40% mobile device is the most important technology in their lives: 66% use a newspaper to access information: 4% Cisco/Insight Express 2011
  7. 7. How can social media help us? • Recruitment • Advertising • Information flow – expectation management • Admission • Contact - Connecting
  8. 8. Recruitment • Advertising • Presentation • Outreach • Creating engagement • ‘Follow up’
  9. 9. 9/19/2013 |9
  10. 10. Online brochure
  11. 11. Information expectation management • Application, Housing & Living Costs • Outreach
  12. 12. 9/19/2013 | 14
  13. 13. 9/19/2013 | 15
  14. 14. 9/19/2013 | 17
  15. 15. Contact - Connect
  16. 16. 9/19/2013
  17. 17. 9/19/2013 | 24
  18. 18. How to be effective?
  19. 19. Know your audience Know the tools Listen…
  20. 20. Facebook Facts • • • • 1 billion+ users 70% of the internet population uses Facebook 405 minutes per month 48% of the 18-34 year olds check FB when waking up
  21. 21. Top 10 countries on Facebook • • • • • USA Brazil India Indonesia Mexico • • • • • Turkey UK Philippines France Germany SocialBakers 09-05-2013
  22. 22. • • • • • Fastest growing countries on Facebook Brazil India Vietnam Indonesia Japan • • • • • Taiwan South Korea Thailand Colombia Turkey SocialBakers 09-05-2013
  23. 23. SocialBakers 09-05-2013
  24. 24. SocialBakers 09-05-2013
  25. 25. SocialBakers 09-05-2013
  26. 26. Population: 1.34 billion - On social: approx. 700 million
  27. 27. facebook pages
  28. 28. Posting • • • • • 80 characters or less (80 – 130 characters) Visual Quality, not quantity Best days/times Mix fun with serious, but keep it informal
  29. 29. International student page
  30. 30. Types of posts
  31. 31. Best posts main Page • PRIDE • • • • • • Students University Local/regional College-humor Student-related Famous people
  32. 32. Best posts Prospective Page • Hype: Harlem Shake • Groningen city • Netherlands • Study abroad
  33. 33. WORST POSTS…
  34. 34. Thank you and goodbye on: Questions? j.t.k.winters@rug.nl @jlinkmarketing
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