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Social Media Strategy for International NGOs & Universities


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Over 120 attendees from 17 different countries registered for yesterday's webinar on "Social Media Strategy for International NGOs & Universities.
FastPivot's CEO, Matthew Ledford opened with an overview of global social media platforms. FastPivot's Director of Social Media Communications, Jonathan Poston presented three university social media campaign case studies (LNU-MSU CIB, UEES-ICP & EIU). Weidong "Jim" Zhang, Admissions Counselor at Maharishi University of Management, discussed "how to use Chinese social media to recruit students in China."

Interested in talking with a social media expert? Reserve a 1-on-1 session:

Published in: Education
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Social Media Strategy for International NGOs & Universities

  1. 1. Matthew Ledford Social Media Strategy for International NGO’s & Universities Jonathan Poston Worldwide Trends, Brand Promotion, & Recruiting Hashtag: #social-4-orgs Grant Henry Jim Zhang Maharishi University of Management
  2. 20. Social Media Promotions for International Universities <ul><li>LNU-MSU International College of Business, Dalian China. Courtesy Mike Coutts, Assistant Dean, Director of International Students </li></ul><ul><li>International Careers Program at Universidad Espiritu Santo, Guayaquil Ecuador. Courtesy Isidro Fierro, Director of ICP </li></ul><ul><li>Eastern Illinois University, Charleston IL. Courtesy Lisa Brown, Study Abroad Coordinator </li></ul><ul><li>Top Ten Social Media Marketing Optimization Tips </li></ul><ul><li>Implementing location based strategy </li></ul>
  3. 21. Case I. : LNU-MSU CIB
  4. 22. Case I. : LNU-MSU CIB <ul><li>LNU-MSU College of International Business is a partnership between Liaoning Normal University & Missouri State University. </li></ul><ul><li>LNU-MSU CIB has a diverse student body, which includes approx. 900 students from the U.S., Africa, Korea, Hong Kong, Indonesia, Mongolia, etc. </li></ul><ul><li>Began FB/Twitter Campaign, Dec. 22, 2011 </li></ul><ul><li>Ref: http:// </li></ul>
  5. 23. Case I. : LNU-MSU CIB
  6. 24. Case I. : LNU-MSU CIB
  7. 25. Case I. : LNU-MSU CIB
  8. 26. Case I. : LNU-MSU CIB
  9. 27. Case I. : LNU-MSU CIB <ul><li>Strategies & Insights: </li></ul><ul><li>Use an international student team to manage social media (will provide good international marketing experience for students) </li></ul><ul><li>Post program info. (re: presentations, awards, new instructors, important dates, events, etc.) & general China info. </li></ul><ul><li>Encourage alumni, current & former staff/instructors etc. to get involved. </li></ul><ul><li>Build community. </li></ul><ul><li>Use social as a tool for outreach, student recruitment, etc. </li></ul>
  10. 28. Case II. : UEES-ICP <ul><li>International Careers Program at Universidad Espiritu Santo, Guayaquil Ecuador </li></ul><ul><li>(http:// ) </li></ul><ul><li>5000 students total </li></ul><ul><li>1200 in the International Careers Program </li></ul>
  11. 29. Case II. : UEES-ICP , Facebook Page: http://!/profile.php?id =1187341121
  12. 30. Case II. : UEES-ICP <ul><li>Strategies & Insights: </li></ul><ul><li>Results: When we post a workshop, we get immediate students wanting to register. </li></ul><ul><li>How do you measure results? In the workshop registration, and students payments, also events attendance. </li></ul><ul><li>Twitter vs. Facebook? Here in Ecuador, twitter is not to popular. </li></ul><ul><li>Student recruitment via social media: None </li></ul>
  13. 31. Case III: EIU- Study Abroad
  14. 32. Case III: EIU- Study Abroad 400+ Facebook fans after initiating campaign about 1 year ago Facebook: http:// =wall <ul><li>. </li></ul>
  15. 33. Case III: EIU- Study Abroad <ul><li>Marketing Study Abroad : “Most students on EIU’s campus probably hear about our office in multiple ways, and Facebook ( is just one of those ways. I have had a lot of students tell me that they came to an event on campus because they saw it on Facebook, but no one has specifically told me they’ve studied abroad because they saw us on Facebook…” </li></ul>
  16. 34. Case III: EIU- Study Abroad, Admin Tips <ul><li>“ Like” international organizations online.  I’m in study abroad, so I’ve “liked” every travel blog that I know about.  I’ve also liked travel publications, embassy websites, all of our partners and partner universities, and cultural organizations. This way, I can “borrow” their posts and I never run out of things to post on Facebook on any given day.  I’ve found that as long as you give credit by tagging the person who posted the link, people don’t mind if you use their links.  Actually, they appreciate it because you’ve tagged them and therefore exposed more people to their page.  </li></ul>
  17. 35. Case III: EIU- Study Abroad <ul><li>Whenever I see a post that might interest our students, I keep it on a Microsoft Word document arranged by country.  (I’m attaching that document for your reference. ) This way, all I have to do is pull a post off the list.  </li></ul><ul><li>Keep a Facebook calendar. This can be online, or like mine, a paper calendar on the wall on which I write what I’m going to post on Facebook each day.  I periodically check EIU’s calendar for international-related events and write them on my Facebook calendar.  I also write any scholarship deadlines, information meetings, so that I can announce them on Facebook.  </li></ul>
  18. 36. Case III: EIU- Study Abroad <ul><li>Giveaways are a great way to attract fans to your Facebook page.  It doesn’t have to be expensive.  For International Education Week, we posted a picture of a staff member in clothing from a different country each day.  The students were asked to guess which country the clothing came from and one correct guesser each day received a $20 gift card to Borders.  </li></ul>
  19. 37. Top Ten Tips <ul><li>Keep it relevant & clear, especially in the title. </li></ul><ul><li>Consider online readers (like short, bulleted, use photos, hyperlinked, clarity, useful / informative, catchy). </li></ul><ul><li>Include a single, focused call to action (watch for multiple messages). </li></ul><ul><li>Link back to your high conversion landing pages. </li></ul><ul><li>Use SEO keywords for every channel, so not only will your fans/followers etc. find you now, but so your entire target market can find your content later (compounded value) </li></ul>
  20. 38. Top Ten Tips, cont. <ul><li>6. Use custom design & graphics to extend branding, etc. onto social platforms (Facebook Splash page, etc.) </li></ul><ul><li>“ 5600 </li></ul><ul><li>Fans” </li></ul>
  21. 39. Top Ten Tips, cont. <ul><li>7. Post on a regular basis (a few times daily to several times a week, depending on goals) </li></ul><ul><li>8. Adapt your social media campaign to the audience (what’s the best platform?, what language?, are they on mobile?, etc.) </li></ul><ul><li>9. Beyond posting good content to keep it growing, advertise your social media on your org’s Homepage, newsletter, print media, Facebook ads, etc. </li></ul><ul><li>10. Measure Results!! </li></ul>
  22. 40. Location Based Strategy Below are some we use here in the U.S. <ul><li>List in Google Places and add pictures, store information, contact info http:// .com /business </li></ul><ul><li>You can also add Offers to Your Google Maps Listing http:// =en- US&gl =US </li></ul>
  23. 41. Location Based Strategy <ul><li>Get everyone you know to rate your business here: http:// /hotpot# and on http:// </li></ul>
  24. 42. Location Based Strategy <ul><li>Add your business location to Facebook Places” http:// /places/ </li></ul><ul><li>Offer incentives to frequent Four Square check ins: http:// /businesses/ </li></ul>
  25. 43. Measuring Results <ul><li>The first step is determining conversion goals..what do they want visitors to do...if that is signing up for an event/newsletter or buy something etc </li></ul>
  26. 44. Measuring Results <ul><li>  Using a sign up form for event registration newsletters etc., customers can report how they found out about the link etc.  </li></ul><ul><li>Use for Twitter  & insights for FB, but they really only give you an idea of views to a particular link. </li></ul>
  27. 45. Measuring Results <ul><li>Use Google Analytics (create advanced segments for social) to track & cross reference (from  etc.) social traffic to determine campaign effectiveness.  </li></ul>
  28. 46. Measuring Results <ul><li>Not so easy to track long term SEO and Branding value, but better ways of tracking this than trad. ads.  </li></ul><ul><li>There's also qualitative tracking...keeping records of useful contacts, sales leads, etc. (can also automate with Klout etc. but I've found that to be well as some other tools.)   </li></ul>
  29. 48. Social Media for International NGOs & Universities Part III Weidong (Jim) Zhang
  30. 49. China's Netizen Population Source: CNNIC <ul><li>China's netizen population has reached 450 million by the end of November, up 20.3 percent year on year.   </li></ul>Million
  31. 50. What Chinese are doing online? Source:
  32. 51. The 100 most-visited sites: China Data: December 2010 Source: <ul><li>Rank site            Unique Visitors (users) </li></ul><ul><li>1             230,000,000 </li></ul><ul><li>2                 170,000,000 </li></ul><ul><li>4           110,000,000 </li></ul><ul><li>6             88,000,000 </li></ul><ul><li>9             67,000,000 </li></ul>
  33. 52. Popular Social Media Platforms  Source: 360° Digital Influence
  34. 53. Best Practices to Reach Your Chinese Students!  <ul><ul><li>A Chinese webpage </li></ul></ul><ul><li>U.S.A. 60+ Colleges and Universities  </li></ul><ul><li>U.K.    15+ Colleges and Universities </li></ul><ul><ul><ul><li>BBS (Bulletin Board System) </li></ul></ul></ul><ul><ul><ul><li>QQ, Online conference </li></ul></ul></ul><ul><ul><ul><li>MSN </li></ul></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Skype + SMS ( The best way to remind your Chinese   applicants checking emails) </li></ul></ul><ul><ul><li>Social Networks   Service(SNS) RENREN, Kaixin001, Weibo , Youku, Tudou. </li></ul></ul>
  35. 54.        QQ MSN           Video  University of Idaho
  36. 55.   QQ Group
  37. 56. QQ,MSN, BBS
  38. 57. QQ,Weibo, BBS, Blog
  39. 58. A good example
  40. 59. Chinese Facebook The Kaixin001 has listed around 20 colleges users. 
  41. 60. &quot;Weibo&quot; is the Hottest Search for Chinese Internet Surfers for 2010. Trends and Strategies Source:   <ul><li>“ The number  of registered microblog users in China grew to 75 million in 2010 , from 8 million in 2009 , according to a recent report by market research firm Analysys International, and that figure is expected to 240 million in 2012 .&quot; </li></ul><ul><li>&quot;Sina's (Nasdaq:SINA) Twitter-like microblogging service will record 150 million users in 2011, with 10 million new users  joining every month, DoNews reported on January 7 citing the director of Sina's Marketing Strategy Center, Ai Yong. More than 5,000 enterprises  and 2,700 media organizations  have joined the service, the report said.&quot; </li></ul>
  42. 61. More than 160 colleges and universities on Weibo , Are you the one of them? 
  43. 62. &quot;Government Gets Big Into Microblogging&quot;  Trends and Strategies Source:  blogs.wsj.c om   <ul><li>&quot; Hundreds   of public security bureaus  in China have launched their own microblogs, Xinhua  said this week, as part of an attempt to better connect with the country’s tech-savvy online population while also leveraging social media  as means to solving criminal cases... </li></ul><ul><li>Other local government agencies  have also turned to microblogs as a way to push out policy announcements and other information, as well as hear complaints from the public. According to Sina’s statistics, 139 government departments  and 56 transportation departments  have opened Sina Weibo accounts, including the provincial government in Yunnan , whose account has racked up more than 48,800 followers since opening in June last year.&quot; </li></ul>
  44. 63. University of the Arts London
  45. 64. University of Greenwich
  46. 65. University of Sunderland
  47. 66. Be the 1st U.S. Colleges on Chinese Twitter (Weibo) Trends and Strategies Source: <ul><li>A few differences: </li></ul><ul><ul><li>Verified accounts  </li></ul></ul><ul><ul><li>280 Roman characters   </li></ul></ul><ul><ul><li>Embedded picture & video attachments </li></ul></ul><ul><ul><li>Weibo Live </li></ul></ul><ul><ul><li>Weibo Group </li></ul></ul><ul><li>Schools on Weibo: </li></ul><ul><ul><li>160 + colleges and universities users </li></ul></ul><ul><ul><li>60 +  business schools users </li></ul></ul><ul><ul><li>12 +  high schools users </li></ul></ul><ul><ul><li>4+ foreign schools users </li></ul></ul><ul><li>How Chinese college promoting themselves? </li></ul><ul><ul><li>Sharing activities, class schedules, programs  </li></ul></ul><ul><ul><li>Events, photos, videos  </li></ul></ul><ul><ul><li>Common hashtags on Weibo for campus discussion  (e.g. #colleges#) </li></ul></ul>
  48. 67. Fudan University   
  49. 68. The coolest residence advisor who can write a notice in English.  Wuhan University of Technology
  50. 69. University Accounts Worth Learning From Trends and Strategies Source: <ul><li>&quot;Be a conversation driver...responding quickly to anyone asking a question.&quot;   </li></ul><ul><li>&quot;Twitter accounts are always better when they’re personal.&quot; </li></ul><ul><li>&quot;A university account isn’t always about promoting the school, it’s about cheering it on.&quot; </li></ul>EducationUSA Shaanxi Normal University
  51. 70. Sustainable Recruiting     - Recruiting is not a one-shot deal Trends and strategies <ul><ul><ul><li>Use social media as tools for your recruiting pool  </li></ul></ul></ul><ul><ul><ul><li>Developing school relations and networks  </li></ul></ul></ul><ul><ul><li>Online Information Sessions  </li></ul></ul><ul><ul><li>Meet up </li></ul></ul><ul><ul><li>Live Education Fair </li></ul></ul><ul><li>Action Plans </li></ul><ul><ul><li>Alumni  </li></ul></ul><ul><ul><li>Admissions orientation </li></ul></ul><ul><ul><li>Faculty members  </li></ul></ul><ul><ul><li>International Admissions Orientation </li></ul></ul><ul><ul><li>International student experiences </li></ul></ul><ul><ul><li>Visa Application </li></ul></ul><ul><ul><li>New students Departure Orientation </li></ul></ul>
  52. 71. Become friends first, then do business. (Promoting & Branding ) Source: <ul><ul><li>  Chinese Business Culture </li></ul></ul><ul><li>&quot; Chinese business relationship inevitably becomes a social relationship  after a while. Unlike Western business relationship which remains professional and perhaps, aloof, even after a long time, Chinese business relationship becomes a social one. </li></ul><ul><li>The more you share your personal life, including family, hobbies, political views, aspirations, the closer you are in your business relationship. Sometimes, a lot of time is spent discussing matters outside of business, but then a lot of time, the other party is also making up his mind about your deal based on how much he sees your personal relationship with him. &quot; </li></ul>
  53. 72. Developing School Relations and Networks  (Promoting & Branding ) Source: <ul><li>I </li></ul><ul><ul><li>HK University of Science and Technology </li></ul></ul><ul><li>Information sessions </li></ul><ul><li>II </li></ul><ul><ul><li>The Robert H. Smith School of Business   </li></ul></ul><ul><li>Business Plan Competition </li></ul>Information Sessions The most effective way to promote your programs and schools in China.
  54. 73. Developing School Relations and Networks  (Promoting & Branding ) <ul><ul><li>Talk to the high school advisor </li></ul></ul><ul><ul><li>Talk to student's parents </li></ul></ul><ul><ul><li>  </li></ul></ul><ul><ul><ul><li>Alumni success </li></ul></ul></ul><ul><ul><ul><li>Campus facilities and teaching qualities </li></ul></ul></ul><ul><ul><ul><li>Safety and support services </li></ul></ul></ul><ul><ul><ul><li>Name and contact information for Chinese students, Chinese faculty members </li></ul></ul></ul><ul><ul><ul><li>Internships and careers </li></ul></ul></ul><ul><ul><li>Transfer Students (1+3, 2+2, 3+1) </li></ul></ul><ul><ul><ul><li>International Transferring programs </li></ul></ul></ul><ul><ul><ul><li>Scotland SQA HND (Scottish Qualifications Authority High National Diploma) </li></ul></ul></ul><ul><ul><ul><li>U.K. BTEC HND (Business & Technology Education Council High National Diploma) </li></ul></ul></ul>
  55. 74. Developing School Relations and Networks  (Promoting & Branding ) <ul><ul><li>English Interviews </li></ul></ul><ul><ul><li>Sending alumni back to their high schools </li></ul></ul><ul><ul><li>Social Media & Forums </li></ul></ul><ul><ul><li>ESL teachers networks </li></ul></ul><ul><ul><li>Universities relationships </li></ul></ul>
  56. 75. Thank you! Want to know more?   @me  [email_address] Need help with your recruiting? I am interested in recruiting consulting and job opportunities.
  57. 76. For any questions for, contact Grant Henry at [email_address] You can also contact Jim Zhang at [email_address] Social Media Strategy for International NGO’s & Universities For an archive of today’s webinar, keep an eye on our blog: http:// Take advantage of our complimentary 1-on-1 strategy session: http://