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Digital marketing and social media in China is a critical aspect for universities to manage as part of their student recruitment activities. Learn about differences between the U.S. and Chinese social …

Digital marketing and social media in China is a critical aspect for universities to manage as part of their student recruitment activities. Learn about differences between the U.S. and Chinese social media environment.

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  • 1. Presented  at     Ohio  Drive-­‐in   May  4,  2012  Digital  Media  &  Strategy  in  China:       Columbus,  Ohio  The  Why  &  How  to  Make  It  Work   Lisa  Cynammon  Mayers,  Intead   Michael  Waxman-­‐Lenz,  Intead   7  November  2011   1  
  • 2. AGENDA     A  few  macro  facts       The  significant  players     Importance  of  Social  Media  and  Mobile     Highest  use  digital  media  tools  for  student   recruitment     How  to  approach  China     Do  this,  but  DON’T  do  that     Finding  out  how  your  brand  presents  in  China   May  2012   2   www.intead.com  
  • 3. China  is  big  and  has  impressive  staUsUcs  for  many  services,  but  the  important  quesUon  for  us  as   marketers  and  recruiters  for  universiUes  is:  How  important  is  digital  for  school  searching  for  students,   parents?  Why  that  maPers  –  Let’s  take  a  closer  look   CLICK  to  circle  the  No  Access  Text   NoUce  here  MORE  Social  Network  than  Internet  users    DRIVEN  BY  MOBILE.    And  how’s  this  for   perspecUve?  Remember  that  the  enUre  US  populaUon  is  300M  people.  Source:hPp://www.slideshare.net/wearesocialsg/we-­‐are-­‐socials-­‐guide-­‐to-­‐social-­‐digital-­‐and-­‐mobile-­‐in-­‐china-­‐dec-­‐2011-­‐10474962     May  2012   3   www.intead.com  
  • 4. UniversiKes’  favorite  markeKng  and   communicaKons  tools  are  blocked  in  the   Chinese  market    So  what  are  the  Chinese  accessing  online?  .   May  2012   4   www.intead.com  
  • 5. YouTube  is  blocked  in  China   YET  Video  is  extremely  important.    26.5  million  visitors  daily.     May  2012   5   www.intead.com  
  • 6. Social  Media  Microblogs   Tencent  (QQ),  Weibo,     Sina  Weibo  Social  Networks   Qzone,  RenRen  Video  Sharing   Youku,  Tudou  Publishing   Baidu  Baike    China  has  a  large  number  of  home  grown  soluUons  and  they  are  different  from  our  U.S.  services.  BIG  difference  to  other  internaUonal  recruiUng  markets  (for  example,  India;  Facebook,  LinkedIn,  YouTube  have  a  large  following.        Vietnam  –  different.    Brazil  –  Google’s  Orkut.     May  2012   6   www.intead.com  
  • 7. For  comparison,    TwiPer  has  140M  acUve  users  worldwide  [source:  TwiPer]  Facebook  has  850M  registered  users  worldwide  [source:  Mashable.com]   May  2012   7   www.intead.com  
  • 8. Example  of  a  website  display  in  Cina  –    TOP  50  U.S.  research  university     CLICK  to  circle  the  No  Access  T   Why  that  maPers  –  Let’s  take  a  closer  look   CLICK  to  circle  the  No  Access  Text   May  2012   8   to  have  Chinese  TranslaUon  get  bigger   www.intead.com  
  • 9. Example  of  a  website  display  in  China  –    TOP  50  U.S.  research  university     CLICK  to  circle  the  No  Access  T   CLICK  to  have  Chinese  TranslaUon  get  bigger   SAY  “What  does  that  say?”   May  2012   9   to  have  Chinese  TranslaUon  get  bigger   www.intead.com  
  • 10. Example  of  a  website  display  in  China  –    TOP  50  U.S.  research  university     CLICK  to  circle  the  No  Access  T   CLICK  to  get  English  TranslaUon   to  have  Chinese  TranslaUon  get  bigger   May  2012   10   www.intead.com  
  • 11. Example  of  webpage  Cannot  display  this   a  website  display  in  China  –    TOP  5www.youtube.com  connecKon  has  been  interrupted.  With  the   0  U.S.  research  university    The  following  are  some  suggesKons:  Later  please  reload  this  webpage.  Please  check  your  Internet  connecKon,  restart  you  may  be  using  any  router,  modem  and  other  network  equipment.  "Google  Chrome  browser"  as  allows  the  program  to  add  to  your  firewall  or  anKvirus  so^ware  se_ngs.  If  it  is  allowed  to  program,  try  from  allowing  the  program  list  will  be  deleted,  and  then  add  it  again.  If  you  use  a  proxy  server,  please  check  your  proxy  se_ngs  or  contact  your  network  administrator,  in  order  to  ensure  the  normal  work  of  the  proxy  server.  If  you  think  that  we  should  not  use  a  proxy  server,  please  adjust  your  proxy  se_ngs  :  to  the  wrench  Menu  >  Se_ngs  >  Advanced  OpKons  >  change  proxy  se_ngs...  >  LAN  se_ngs,  uncheck"  use  a  proxy  server  for  your  LAN"  checkbox.   CLICK  to  circle  the  No  Access  T   SAY  “Basically,  Your  technology  is  not  working”   to  have  Chinese  TranslaUon  get  bigger   May  2012   11   www.intead.com  
  • 12. Social  Media  Use:   Geography  and  Age  CLICK  to  circle  the  No  Access  T  Just  like  the  US,  different  social  media  tools  have  different  followings  –  LinkedIn  has  career  focused  professionals,  Facebook  is  more  inclined  toward  family/social  acUvity.  ”  to  have  Chinese  TranslaUon  get  bigger   May  2012   12   www.intead.com  
  • 13. CLICK  to  circle  the  No  Access  T  How  Many  Registered  Users  and  Who  Are  They  ?  Ren  Ren  is  the  social  media  network  we  recommend  as  a  starUng  point  for  reaching   May  2012   13  college  bound  students  in  China.   www.intead.com  to  have  Chinese  TranslaUon  get  bigger  
  • 14. YES   Is  Mobile   Important  in   China?  CLICK  to  circle  the  No  Access  T  MOBILE  IS  A  MUST  HAVE  -­‐-­‐-­‐  mobile  apps,  mobile  websites  Mobile  adapted  delivery  is  criUcal  for  your  content.  Mobile  handsets  and  tablet  computers  are  a  frequent  access  point  for  your  content.    to  have  Chinese  TranslaUon  get  bigger   May  2012   14   www.intead.com  
  • 15. Consider  how  you  can  maintain  mulKple  touch  points.  CLICK  to  circle  the  No  Access  T  •  Similar  to  Linked  IN,  Facebook,  Google  +    •  Find  out  what  is  the  best  social  network  to  reach  your  target   audience  •  Repost  your  content  in  mulUple  locaUons    •  Consider  internal  staff  support  or  outsourced  assistance  to   manage  your  outreach  and  content  flow   May  2012   15   www.intead.com  
  • 16. Branded  Pages:   Member  Posts   Member  List   InsKtuKon  Logo  CLICK  to  circle  the  No  Access  T  Ren  Ren  Pages  Mimic  Facebook   May  2012   16   www.intead.com  
  • 17. On  Ren  Ren  25  Ohio  InsKtuKons  have  been  menKoned   May  2012   17   www.intead.com  
  • 18. •  Bowling  Green  State  University   •  Wright  State  University  •  Case  Western  Reserve   •  Denison  University   University   •  Heidelberg  college  •  Cleveland  State  University   •  MariePa  College  •  Kent  State  University   •  Oberlin  College  •  Miami  University  Oxford   •  Tiffin  University  •  Ohio  State  University   •  College  of  Wooster  •  Ohio  University   •  Kenyon  College  •  Union  InsUtute   •  Ohio  Wesleyan  University  •  University  of  Akron   •  WiPenberg  University  •  University  of  CincinnaU   •  University  of  Findlay  •  University  of  Dayton   •  Ashland  University  •  University  of  Toledo   •  Ohio  Northern  University   May  2012   18   www.intead.com  
  • 19. Only  2  seem  to  have  official  sites   May  2012   19   www.intead.com  
  • 20. •  Bowling  Green  State  University   •  Wright  State  University  •  Case  Western  Reserve   •  Denison  University   University   •  Heidelberg  college  •  Cleveland  State  University  •  MariePa  College  •  Kent  State  University   •  Oberlin  College  •  Miami  University  Oxford   •  Tiffin  University  •  Ohio  State  University   •  College  of  Wooster  •  Ohio  University   •  Kenyon  College  •  Union  InsUtute   •  Ohio  Wesleyan  University  •  University  of  Akron   •  WiPenberg  University  •  University  of  CincinnaU   •  University  of  Findlay  •  University  of  Dayton   •  Ashland  University  •  University  of  Toledo   •  Ohio  Northern  University   May  2012   20   www.intead.com  
  • 21. Consider  your  audience  Who  are  you  trying  to  reach?      Where  are  you  reaching  the  user?    How  are  you  reaching  the  user?    Recruiters:    IRRESPECTIVE  whether  you  are  using  recruiters  -­‐-­‐-­‐  they  are  a  powerful  force  in  the  decision  making  process.  2  out  of  3  Chinese  student  applicants  rely  on  the  help  of  a  recruiter.  Top  Three  Reasons  Students  Seek  Guidance    1)LiPle  knowledge  of  college  app  process  (72%  of  respondents)  2.  LiPle  knowledge  of   US  visa  process    3)    LiPle  knowledge  of  US  higher  ed  insUtuUons  Parents:    Most  do  not  speak  English  and  will  not  understand  or  use  your  website  in  English.    NO  college  tour,  no  alumni,  no  regional  affinity.      How  can  parents  convey  that  their  children  are  going  to  a  “great  place”    YOU  need  to  provide  the  talking  points     May  2012   21  Your  message,  your  collateral,  your  digital  presence  needs  to  give  parents  the  pride,  the  bragging  points  that  make  them  feel  great  about  their  child’s  plans.   www.intead.com  
  • 22. Yes,  Chinese  people  know  how  to  use  translaKon  tools,   but…You  want  to  show  respect,  interest  and  dedicaKon.     What  can  you  do:  Examples  of  concrete  steps   •  Create  Mandarin  Wikipedia  version     (if  it  does  not  exist)   •  Assure  delivery  of  your  web  content  into  China       •  Create  dedicated  landing  pages  for  Chinese  prospects       •  Create  Mandarin  language  content  secUons  on  your   website     •  Ease  into  social  media  involvement  with  one  tool  at  a  Ume   and  build  Relying  on  translaUon  tools  misses  the  point  of  reaching  a  target  audience  –  what  markeUng  is  all  about.  In  social  media  jargon,  that’s  a  “MarkeUng  Fail.”  CreaUng  content  in  Mandarin  shows  your  respect,  interest  and  dedicaUon.   May  2012   22   www.intead.com  
  • 23. More  RecommendaKons:     Building  and  supporKng  your  brand  awareness   •  Be  present  with  a  professional,  relevant,  local  language   presence     •  Support  your  off-­‐line  markeUng  with  digital  (and  offline   material)     •  Become  acUve  in  the  social  media  conversaUon       •  Create  a  posiUve  voice,  success  stories  –  remember  that  liPle   informaUon  is  published  about  most  universiUes.  So  a  negaUve   voice  can  affect  your  reputaUon  significantly   •  NONE  of  these  efforts  alone  will  offset  or  replace  your  personal   recruitment  touch,  the  school’s  academics  and  student’s   success    and  your  resulUng  word-­‐of-­‐mouth  reputaUon  Provide    example  from      1POINT3Acres  –  like  CHASETHEDREAM.      some  negaUve  online  reach  results  about  xxx:1)  Cleveland  is  not  a  good  place  to  live  and  to  get  a  job.2)  xxx  is  a  place  for  “nerds”  who  know  nothing  but  their  academic  studies.3)  xxx  students  have  a  great  amount  of  pressure  from  their  classmates  as  well  as  from  the  teaching/learning  style  of  the  college.  It  is  very  common  for  xxx  studentsto  stay  up  all  night,  and  xxx  professors  are  just  spoon-­‐feeding  the  students.  The  poster  concludes  that,   May  2012   23  if  a  Chinese  student  works  so  hard  but  sUll  can’t  be  opUmisUc  about  gevng  a  job  there,  why  to  choose   www.intead.com  xxx?    
  • 24. Use  Digital  AnalyKcs  to  Make  Decisions   AnalyUcs  provide  you  with  regular  worldwide  insights  on  your  digital  investments   whether  in  China  or  elsewhere  (including  the  United  States)         MenUon  digital  orientaUon  and  the  analyUcs  elements.     DIGITAL  MARKETING  IS  HIGHLY  Measurable.     Conduct  a  digital  media  audit  to  know  where  your  brand  stands:   • Do  Chinese  ISPs  provide  access  to  your  site?  How  much  of  it?   • What  kind  of  results  come  up  on  Chinese  search  engines?   • What  are  my  alumni,  prospects,  parents  saying  about  my  school  on  social  media   sites?   May  2012   24   www.intead.com  
  • 25. AudiKng  Your  Brand’s  Online  Presence  in  China  •  Find  out  which  Chinese  ISPs  are   able  to  access  your  website  •  Understand  what  happens  to  your   website’s  links  to  Facebook,   Google  maps,  YouTube,  etc.  •  Evaluate  comments  on  Chinese   social  media  –  Alumni  and   Check  the  technical  availability  of  your  websites  and   prospecUve  student  acUvity   various  features  on  your  website     the   Check  the  search  results  in  major  search  engines  •  Understand  results  from  major   use  of  your  brand  on  Chinese  web   Look  for   Chinese  search  engines  –  properUes     how   people  find  you     Review  the  parUcipaUon  of  your  alumni  on  social   networks   Review  major  college  blogging  sites  for  entries   concerning  your  university     We  provide  a  summary  report  card  and   recommendaUons     May  2012   25   www.intead.com  
  • 26. Contact   Michael  Waxman-­‐Lenz,  CEO  &  co-­‐founder,  info@intead.com     •  www.Intead.com     –  Intead  internal  research,  documentaUon  and  services    InformaKon  Sources   Public  sources  and  markeUng  partners:       •  www.emarketer.com     •  www.wearesocial.com     May  2012   26   www.intead.com  
  • 27. What  We  All  Want   More  well-­‐placed   well-­‐prepared   internaUonal  students   May  2012   27   www.intead.com  
  • 28. Thank  you   May  2012   28   www.intead.com