Reputational
Campaigns
in China

By Christian Dougoud
EASTWEST Public Relations
• China - Market Overview
Between 1978 and 2011, China sent
2.25 million students abroad.

Source: Caixin “China Becomes World's Top Source of Overs...
Between 2000 and 2010 the number of Chinese students
abroad grew by 28.2% per year.

Source: Caixin “China Becomes World's...
Top destinations for Chinese students in, 2013

Source: Unesco, Global Flow of Tertiary Students. 2013
• Decision Making process
Perception of education agencies in China
untrustworthy (41%)
not trustworthy (9%)

Source: Australian Government Departme...
“half of the families approaching agents have already made some decisions
about where they want to study.

3/4 end up stud...
Bangalore | Beijing | Singapore | London

OWNED

PAID

Media

Media

EARNED
Media

www.eastwestpr.com
• Digital China : Quick Tour

OWNED
Media
Source: http://www.ciccorporate.com/
Chinese counterparts
Bangalore | Beijing | Singapore | London

Online Video

Online Marketplace

Search engines

Mobile co...
Today China had 460 million
mobile web users.

Source: China Internet Network Information Center
Mobile phone =
No. 1 Internet access terminal in China

Source: China Internet Network Information Center
 The big players…
Microblog

500 million users
58% UK universities are using Weibo

Source: University World News, “Universities increasingl...
Sina Weibo: Major Universities’ Pages
Verified company account
(requires license)

Latest post
Microblog

 400 million users
 Available in 100 countries
 In 15 languages
 50% students
Why WeChat?
• less

‘fake’ accounts

• ‘fans’ can be segmented
Geo location
based

Your University
Public Account

Subscription

One-to- many

One-to- one


Example: Oxford University







Contact
Official announcement
Events
Internship opportunities
Campus News
• Earned Media

Earned
Media
The University of York Celebrates
its 50th Anniversary in Beijing
CCTV 13 broadcasted news about Zhang
Haidi receiving an ...
• New opportunities…
China to lift ban on Facebook
– but only within Shanghai free-trade zone

Source: South China Morning Post, “China to lift...
Conclusion:
Don’t rely on agents and fairs only to build your reputation in China
To reach Chinese students: THINK DIGITAL...
Find more on our blog:

www.eastwestpr.com

Christian Dougoud
Director, International
London, UK
christian@eastwestpr.com
...
Company overview
Bangalore | Beijing | Singapore | London

EASTWEST PR is a public relations agency based in Asia since 19...
Thank you

Follow us on:
Promoting Universities in China -
Promoting Universities in China -
Promoting Universities in China -
Promoting Universities in China -
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Presentation given at the China British Business Council (CBBC) by Christian Dougoud on 28th November 2013.
Key topics:
Factors influencing the choice of a University
Social Media landscape in China
Using Mobile Communication for Higher Education with Wechat/Weixin

Published in: Education, Travel, Business
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Promoting Universities in China -

  1. 1. Reputational Campaigns in China By Christian Dougoud EASTWEST Public Relations
  2. 2. • China - Market Overview
  3. 3. Between 1978 and 2011, China sent 2.25 million students abroad. Source: Caixin “China Becomes World's Top Source of Overseas Students”
  4. 4. Between 2000 and 2010 the number of Chinese students abroad grew by 28.2% per year. Source: Caixin “China Becomes World's Top Source of Overseas Students”
  5. 5. Top destinations for Chinese students in, 2013 Source: Unesco, Global Flow of Tertiary Students. 2013
  6. 6. • Decision Making process
  7. 7. Perception of education agencies in China untrustworthy (41%) not trustworthy (9%) Source: Australian Government Department of Education, “The International Education Market in China”
  8. 8. “half of the families approaching agents have already made some decisions about where they want to study. 3/4 end up studying in the country about which they first enquired. ” Source: Australian Government Department of Education, “The International Education Market in China”
  9. 9. Bangalore | Beijing | Singapore | London OWNED PAID Media Media EARNED Media www.eastwestpr.com
  10. 10. • Digital China : Quick Tour OWNED Media
  11. 11. Source: http://www.ciccorporate.com/
  12. 12. Chinese counterparts Bangalore | Beijing | Singapore | London Online Video Online Marketplace Search engines Mobile communication Microblog www.eastwestpr.com
  13. 13. Today China had 460 million mobile web users. Source: China Internet Network Information Center
  14. 14. Mobile phone = No. 1 Internet access terminal in China Source: China Internet Network Information Center
  15. 15.  The big players…
  16. 16. Microblog 500 million users 58% UK universities are using Weibo Source: University World News, “Universities increasingly use Weibo social media to reach China students”
  17. 17. Sina Weibo: Major Universities’ Pages
  18. 18. Verified company account (requires license) Latest post
  19. 19. Microblog  400 million users  Available in 100 countries  In 15 languages  50% students
  20. 20. Why WeChat? • less ‘fake’ accounts • ‘fans’ can be segmented
  21. 21. Geo location based Your University Public Account Subscription One-to- many One-to- one
  22. 22.  Example: Oxford University      Contact Official announcement Events Internship opportunities Campus News
  23. 23. • Earned Media Earned Media
  24. 24. The University of York Celebrates its 50th Anniversary in Beijing CCTV 13 broadcasted news about Zhang Haidi receiving an Honorary Degree at the York China Graduation Ceremony. Source: University of York, Case study
  25. 25. • New opportunities…
  26. 26. China to lift ban on Facebook – but only within Shanghai free-trade zone Source: South China Morning Post, “China to lift ban on Facebook – but only within Shanghai free-trade zone”
  27. 27. Conclusion: Don’t rely on agents and fairs only to build your reputation in China To reach Chinese students: THINK DIGITAL Senior executive training programs is a new opportunity
  28. 28. Find more on our blog: www.eastwestpr.com Christian Dougoud Director, International London, UK christian@eastwestpr.com Mob: +44 (0)74 5370 6475
  29. 29. Company overview Bangalore | Beijing | Singapore | London EASTWEST PR is a public relations agency based in Asia since 1995, with offices in Bangalore, Beijing, London and Singapore. • 18 years experience in Asia • 400+ clients and counting • Affiliates in 12 Asian countries www.eastwestpr.com
  30. 30. Thank you Follow us on:

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