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INFOGRAPHIC | Exploring the role of Chinese social media in higher education recruitment of students

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Analysis on Social Media (Weibo and WeChat) - Higher education recruitment - By Uncle Advertising …

Analysis on Social Media (Weibo and WeChat) - Higher education recruitment - By Uncle Advertising
Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.
For more information, please visit our Linkedin company page Uncle Advertising, follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com

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  • 1. An optimized execution of Wechat and Weibo can be an effective way to communicate with Chinese target audiences and support marketing plans 1,354 billion Chinese citizens 618 million Internet users, twice the population of United States 597 million Chinese users are active on microblogs 355 million WeChat active users worldwide Chinese consumers read and post reviews online 40% The internet & social media landscape in China Exploring the role of Chinese social media in higher education recruitment of students By Uncle Advertising - May 2014 2X US 339 600 2012 2013 Chinese students going abroad In the 1980’s: 1 in 5 Chinese students attended university Today: 3 in 5 Chinese high school graduates are attending a university Post-graduate College High School Junior High Elementary Percent of surveyed wealthy Chinese parents who plan to send their children abroad for an education during these times. Chinese students head overseas at younger ages Overview of Chinese students 450 000 4% 30% 35% 9%21% In the near future: + 20% per year USA 126.498 Australia 87.588 Japan 86.553 UK 55.496 Germany 23.619 Canada 20.850 France 24.716 South Korea 45.757 Favourite destinations for Chinese students Chinese students majoring in tourism, luxury, and fashion are flocking to France to fill luxury’s demand for China know-how Favourite degree courses EngineeringBusinessArts Top reasons for choosing a university Best institution with strong reputation Specific programs Working opportunities Status seeking Experience abroad Second or third language improvement Elite universities Better life quality Better education environment Return on investment Status seeking S Par ents motivati ons Stud ents motivat ions Money is not an obstacle Chinese social media a key tool to communicate with Chinese students Internet social media and forum Word of mouth friends, family and other students Harvard Massachusetts Institute of Technology Cambridge University College London Imperial College London Yale Stanford University of Chicago California Institute of Technology Oxford Facebook fans Twitter fans Weibo fans WeChat presence Presence of TOP 10 Worldwide Universities on social media 1 2 3 4 5 7 8 9 10 6 # Weibo Students want to know more about student life WeChat “Swiss-army knife approach" to social media chatting, sharing, shopping, gaming and banking platform How can Wechat features be leveraged to attract Chinese students? Using Wechat as a recruitment platform with the privilege of one to one interaction Integrating an automated FAQ Use of #hashtag Broadcast student life, accomplishments and activities Posting high value content photo and videos How does Michigan State University take advantage of WeChat? By improving the quality of life for international students Using the location based service to help students on the campus Urgent notification: Hurricane alert Top 3 BBS - forum seeding Bulletin-Board Sites = forums = social spaces built on discussion iWOM is as important as any branding a firm can engage in, especially when in a market as brand conscious as China. Informing and interacting with applicants Posting high value content: show richness of a campus through photography, highlighting world class lecturers, and communicating on research projects. Demonstrating the real value of their courses through real-life examples. Best practices Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in Chinese social media: Weibo and Wechat. For more information, please visit our linkedin company page Uncle Advertising. (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com. Contributors: Elsa Bouillot, Carole Orphelin, Morris Lipman, Josselin Roulet, Debora Rose Murwiki.