Social media for higher education - Trendsspotting Research Report

Internaonal Educaon Markeng Social Media For Higher Educaon Presented by Dr. Taly Weiss CEO, TrendsSpo9ng

International Marketing Education Trends Research Insights Engaging with Students

Youth Stascs Approximately one billion youth live in the world today. This means that approximately one person in ﬁve is between the age of 15 and 24 years. Most young people in the world (about 85%) live in developing countries with 62% in Asia, a remaining 23 percent live in the developing regions of Africa, LaQn America and the Caribbean. By 2025, the number of youth living in developing countries will grow to 89.5%.

Youth Stascs

Student Mobility 2010 OECD Report: Student mobility continues to expand. Over 3.3M internationally mobile students (10.7% increase from previous year) – 8 million expected by 2020 Reasons for mobility: •  Globalization (integrated world economy, new technology, emergence of international knowledge network, & English language expansion) •  Internationalization (programs implemented by universities and gov.) •  Demand still exceeds supply in many countries, especially developing ones with growth in number of primary and secondary students, globalized, knowledge-based economy and competitive job market

Student Mobility There has been a significant shift in the preference for study destinations. Students planning to pursue their courses abroad have started to consider new locations as the popular study destinations are very competitive, expensive and for many, a great distance away from home. The once obvious foreign destinations such as: United Kingdom, Germany and France have been losing inbound students in the last period, according to data in the “Education at a glance” 2010 Report, published by the OECD.

Student Mobility •  New destinations: A remarkable growth in the number of inbound students to New Zealand, Czech Republic, Netherlands, Slovak Republic and the Russian Federation. •  United States, Canada and Australia: managed to maintain their position as favored destinations for studies

Private Education 30% of global higher education enrollment is in private sector Private Higher Education Around the World • East Asia (70% enrollment) • Latin America (45%) • South Asia (30%) • Africa (25%) • U.S. (20%) • Central & Eastern Europe (20%) • Southeast Asia (15%) • Australia (3 %) • Western Europe (marginal) • Middle East (beginning to emerge)

Practical Education Privatization of Public Higher Education • Institutions encouraged to be more “entrepreneurial” • Traditional universities developing alternate revenue sources › Higher tuition fees › Industry collaboration

Competitive Market Some countries rely on international students

Competitive Market •  European countries are competing against the same targets: Asian students (China!), while the U.S. remains the preferred destination for students who want to study abroad because of the quality and prestige associated with an American degree. •  Universities are investing resources to capture elite students

Research Scope Online Behavior :1 countries Germany South Korea Mexico Belgium Taiwan France China Poland India UK Indonesia Turkey Vietnam Greece Hong Kong Singapore Mexico

Research Scope Youth countries vs. aging countries Mexico Mexico

Research Scope •  Internet Stats: Internet penetraQon, users behaviors, main players •  Social Media: Social networking, blogging, Social engagement with brands •  TradiQonal media versus Online media •  Online youth •  EducaQon: Needs, mobility trends TrendsSpo9ng Research: Media re based on staQsQcal data (InternaQonal and local research agencies)

Research Findings: Asia Highlights Internet Users •  Low internet penetration (due to low connectivity in rural places) •  Largest internet populations in the region •  Fast internet growth

Research Findings: Asia Highlights Internet Demographics Dominated by Online youth: Vietnam, Indonesia, China, Singapore & India

Research Findings: Asia Higlights Online youth media profile:   Represent 40-70% of internet users in their country   Top activities: search, social networks, news portals & blogs   High Social Media behavior – (time spent – top category)   Connect with friends on Social Networks (daily)   Are open to communicate with brands on Social Media   Social games (addiction!)

Research Findings: Asia Highlights Facebook is among top 3 internet sites India, Indonesia, Taiwan, Hong Kong, Singapore

Research Conclusions: Asia Highlights Education expectations - Asia Youth education needs: •  Have a strong desire to study abroad •  Studying abroad - normative behavior (Social influence potential) •  Appreciate international brands •  A strong demand for practical education to prepare for work.

Online YouthIndonesia

Low Internet Penetration 30,000,000 Internet users as of 2010 12% internetComscore: 64% = male, 40% = 15-24 age mostly urban.Access: Cafe & work + Mobile. Time Online: 17 hrs./ month

Indonesia’s search behaviorAccording to Comscore (April 2010) Indonesia s search siteshave 84.2% share with 91.4 searches per searcher.Google enjoys 86% share of total searches.

Leading Online activities Social networking is currently the leading internet activity, engaging 77% of Indonesian internet users.Source: TNS Net Index, ,Indonesia 2010

Indonesia tops in Social Networks PerformanceAccording to Comscore (March 2010) Indonesia s reach for SN is very highcompared to its region (87%). Social Networks share of online time is abovethe average in all regions (32.6%).

Social Networking in Indonesia: TNS – Social networking has become a primary reason to be online, replacing the previous reason of message sending. 68% used SN to interact with friends ,59% to re-engage with old friends; 56% to share pictures. Social networking in Indonesia is age relatedSource: TNS, January 2010

Indonesia ranks 2nd in Facebook users Indonesia tripled its number of Facebook users over the past year (added 17M), has taken the UK.. Politicians and leading religious figures are using Facebook18 to 25 age is over-represented in IndonesiaSource: InsideFacebook, November 2010

Indonesia is #1 Twitter nationIndonesia at 20.8% had theworld highest proportion of itshome & work Internetaudience visiting Twitter.com. Source: Comscore, June 2010

Studying abroad: Indonesia has a long history of sending students to study abroad. The most preferred overseas destination for higher education has been the US. At present, around 7,600 Indonesian students study in the US 34% of the students studying at the twenty most popular colleges. Australia is the first destination of Indonesians 18,000 In students. Competition: Australia, United Kingdom, Canada, and Singapore have aggressively promoted their programs in Indonesia. Difficulties: visa application processes and low approval rates and cost of tuitions/ fees at U.S. institutions. * Engineering and Computer Science are the most popular fields -- both at 20%Source: Indonesian Students in the US, August 2010

Research Findings: Europe Internet behavior – Europe•  Highest internet penetration: The Netherlands, Scandinavia•  Lowest internet penetration: Romania, Greece, Poland•  Social Networking is dominated by youth. IAB 2010

Research Findings: Europe Highlights Facebook is among top 3 internet sites UK, Belgium, France, Greece, Turkey

Research Findings: Europe Highlights High SN Engagement Across Europe Source: IAB Forrester, 2010

Research Findings: Europe Highlights European youth: Time spent on SNs Source: comScore, December 2010

How to engage with Online youth?

Engaging with students GlobalCampus Social Media Survey – asking university staff to present their use of social media in international recruitment (February 2010): •  Why SM? Students are already there to start a conversation with and because it’s cost-effective. •  The top benefits of SM: more interaction with prospective students and building better relationships with prospective students and families. •  The top drawbacks of social media use are the ambiguous results, the lack of guidelines and information on effective strategies, unfamiliarity with changing technologies. •  Metrics used: minor, lack guidelines.

Engaging with students GlobalCampus Social MediaSurvey: •  International departments are using as Facebook, Twitter, YouTube . •  Some respondents noted using country specific sites in addition. •  The responsibility of SM outreach activities fall upon a variety of staff across departments. Departments are collaborating and sharing responsibilities to provide relevant information to their online communities. •  Videos, pictures and blogs are the most popular content being shared on social networking sites. Half of respondents use alumni and current students to contribute to social networking sites. Of those, international students or alumni write blogs and produce videos about their experience.

SM Markeng: Concerns & Opportunies Concerns 1: Loss of control, reputation 2: Time and resources Opportunities: •  Promote the brand •  Attract new students, professors •  Interact with current students: information, events •  Provide students with a centralized channel to display their interests

SM Markeng for higher educaon In many cases, social media tools like Facebook have given universities an opportunity to speak to audiences on their own, reaching thousands of people interested in keeping up with news at the school and connecting with new candidates on the social network.

SM Markeng for higher educaon Engagement is not in the hands of the marketing team alone Faculty members: Using faculty members as experts in their field to spread brand unique expertise: recent papers, innovations, classroom experiences, courses Students and alumni: Students can spread experiences to attract new targets (country level + general): lifestyle, personal experiences, challenges. Using experiences: Vivid experiences are catching attention

SM Markeng for higher educaon Stanford as a case study Stanford is using Facebook (100k+ followers) to spread faculties research achievements

SM Markeng for higher educaon Stanford as a case study Stanford is using Facebook to spread events

SM Markeng for higher educaon Stanford as a case study Stanford is using Facebook to answer questions on admission, and challenges

SM Markeng for higher educaon Stanford as a case study Stanford is using variety of social media tools to interact with students based of their interest

SM Markeng for higher educaon Stanford as a case study Stanford is using Facebook to spread student news

SM Markeng for higher educaon Stanford as a case study Stanford is using iTunes Stanford on iTunes U public site averages nearly 20,000 downloads a week, with over 1.8 million files downloaded since the site launched (2005). The most popular downloads—in addition to speeches and special, high- profile campus events—tend to be course lectures

SM Markeng for higher educaon Top Universities are using variety of SM channels, now go mobile.. * Table was updated and based on presentation by Brendan Barrett

SM Markeng for higher educaon MIT as a case study MIT has dedicated a whole SM platform for the admission process: Students experiences (blogs), FAQ, visits, “how to”..

SM Markeng for higher educaon MIT as a case study M.I.T.’s bloggers, who are paid $10 an hour for up to four hours a week, offer thoughts on anything that might interest a prospective student. Some offer advice on the application process and the institute’s intense workload; others write about quirkier topics, like falling down the stairs or trying to set a world record in the game of Mattress Dominos. M.I.T. chooses its bloggers through a contest, in which applicants submit samples of their writing. “I was blogging myself, almost every day, when I was in high school, and I read the M.I.T. blogs all the time,” said Jess Kim, a senior blogger. “For me they painted a picture of what life would be like here, and that was part of why I wanted to come.”

SM Markeng for higher educaon MIT as a case study Authentic videos – best contribute to positioning http://www.mitadmissions.org/topics/pulse/notable_alumni/watch_this.shtml

SM Markeng for higher educaon Universities spread free online courses

Social Media Markeng Social Media marketing can easily reach target audiences in target countries Our research review shows: •  Youth targets are effectively reached by Social Media. •  Youth are spending most of their time in Online social hubs. Moreover – most of them are interacting with brands in these hubs. •  Media can reach across many countries: Facebook in particular is the optimal media landscape to reach youths in most target countries •  Many youths in targeted markets were identified by the need of studying abroad! Social media is valid for brands that have something to offer!

SM Markeng Challenges How to motivate students and alumni to participate? How to motivate teachers and staff to participate?

For more information concerning SM forhigher education & youth marketingresearch in international marketscontact uscustomerservice@trendsspotting.com

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Social media for higher education - Trendsspotting Research Report

by Taly Weiss on Mar 15, 2011

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