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Top European MBA Programs on Chinese Social Media

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In May 2013, the KAWO team executed a market research across 15 European Business Schools on Chinese social media and their followers’ engagement patterns on these platforms. The 15 Schools were analysed across the most popular social network in China: Sina Weibo, and were ranked according to their digital competency through 3 different categories.

All data was analysed in the period between May 1st and May31st 2013.
China’s rapid economic development has shined the spotlight on the shortage of managerial and leadership talent in the country. It’s become evident that China needs more people with international business skills, entrepreneurial drive and a strong network in countries that are economically important. As a consequence, there has been a growing interest of Chinese students to attend Western business schools and to discover more about their prospected academic careers, often through the communication channel deemed most trustworthy: social media.

In this study, we have considered 15 of the top European Business Schools present on Chinese social media and evaluated their digital competencies in the market. The research measured each business school by assessing proficiency on 5 broad categories that determine their success with Chinese social network users.

The objective is to provide a robust tool to understand the digital strengths and weaknesses of European Business Schools, and help admission officers and students recruiters to achieve a greater return on investment of their social media strategies. As the numbers of Chinese students’ applications to Western Universities continues to rise, business schools need to measure the impact of their communication strategies on all the networks where their potential new candidates are.

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Top European MBA Programs on Chinese Social Media

  1. 1. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 TOP MBA PROGRAMS ON CHINESE SOCIAL MEDIA EUROPEAN BUSINESS SCHOOL RANKINGS 2013 THE
  2. 2. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 02 ABOUT THE STUDY CONTENTS In May 2013, we executed an analysis of the best MBA programs in Europe on Chinese Social Media. We identified the 15 Business Schools that were most popular on China’s #1 social network: Sina Weibo, and assessed their digital performance across three specific metrics. pg3 pg6 pg8 pg4 pg5 pg7 pg9 Introduction Total Followers Account Activity A word on Sina Weibo The Ranking Fan Engagement Conclusions All data was analysed in the period between May 1st and May31st 2013. CONTENTS I ABOUT THE STUDY
  3. 3. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 China’s rapid economic development has shined the spotlight on the shortage of managerial and leadership talent in the country. It’s become evident that China needs more people with international business skills, entrepreneurial drive and a strong network in countries that are economically important. As a consequence, there has been a growing interest of Chinese students to attend Western business schools and to discover more about their prospected academic careers, often through the communication channel deemed most trustworthy: social media. In this study, we have considered 15 of the top European Business Schools present on Chinese social media and evaluated their digital competencies in the market. The research measured each business school by assessing proficiency on 3 specific metrics that determine their success with Chinese social network users. The objective is to provide a robust tool to understand the digital strengths and weaknesses of European Business Schools, and help admission officers and students recruiters to achieve a greater return on investment of their social media strategies. As the numbers of Chinese students’ applications to Western Universities continues to rise, business schools need to measure the impact of their communication strategies on all the networks where their potential new candidates are. 03INTRODUCTION INTRODUCTION
  4. 4. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 04A WORD ON SINA WEIBO 400 M 73% HIGH TIER1&2CITIES REGISTERED USERS NETIZENS PENETRATION ENGAGEMENT RATES USER LOCATION 287 M ACTIVE USERS A WORD ON CHINA’S TOP SOCIAL NETWORK Chinese social media presents an entirely parallel and separate ecosystem to the rest of the World. Chinese consumers engage in online conversations and interact with brands predominantly on ‘Weibo’ (literal translation of ‘microblog’). The social network examined in this study has been Sina Weibo, considered that 60%of Weibo users live in 1st and 2nd Tier cities and almost two thirds have a University degree or higher. SINA
  5. 5. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 05THE RANKING METRICS TOTAL FOLLOWERS ACCOUNT ACTIVITY FAN ENGAGEMENT Total number of fans for the account. Frequency and quality of the content posted on the pages. Calculated from the average number of comments and reposts. THE RANKING ESADE ROUEN HEC CASS BI NORWAY GRENOBLE MANCHESTER INSEAD SKOLKOVO IE SPAIN RSM ESSEC ESCP SKEMA ESC TOULOUSE
  6. 6. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 06TOTAL FOLLOWERS TOTAL FOLLOWERS ManchesterBusiness School BINorwgianBusinees School HEC IEBusineesSchool CassBusineesSchool ESC Toulouse SKOLKOVO BusineesSchool ESCP SKEM A ESSEC RSM ErasmusUniversity GrenobleBusinessSchool RouenBusinees School ESADE INSEAD 0 1000 2000 3000 4000 5000 6000 Figure 1: total follower numbers as of May 31st. In the first section of this research, we considered the school’s official accounts and calculated their total number of followers. Manchester Business School was the winner in this category, with over 5000fans. Runners up were found in France’s HEC, Spain’s ESADE and IE Business School and Norway’s BI, all in the range of 3000-4000 followers. All other schools presented follower numbers of 1000 and below.
  7. 7. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 Figure 2: account activity calculated through the frequency and quality of posts by page. 07ACCOUNT ACTIVITY ACCOUNT ACTIVITY 0 10 20 30 40 50 60 70 80 90 100 BINorwegian BusineesSchool CassBusineesSchool IEBusineesschool ManchesterBusineesSchool RouenBusineesSchool RSMErasmusUniversity GrenobleBusineesSchool SKOLKOVOBusineesSchool INSEAD ESCP ESSEC SKEMA ESADE ESTToulouse In this section, we assessed the quality and the quantity of the content produced by each account. The chart was created considering firstly the frequency of the posts, and secondly the quality of each message. As shown above, Cass Business School achieved the highest score by posting up to 25messages per day. However, Cass scored 6th in the overall ranking, due to the low localization of it’s content, which we found to be all in English. Both HEC and ESADE scored high points in the account activity section thanks to the quality of their posts. These pages were rich in video content and localized posts, features that provide higher impact on social media users. Lower scores were achieved by other schools, such as IE Business School or INSEAD, due to the infrequency of posts and lack of original content. We consider a ‘quality post’ one that is localized to a Chinese audience, enriched with imagery and referral links for further information. HEC NOTE
  8. 8. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 08FAN ENGAGEMENT FAN ENGAGEMENT 0 10 20 30 40 50 60 70 80 90 SKEMA RSM Erasmus University ESSEC ESCP ESC Toulouse INSEAD SKOLKOVO Businees School Cass Businees School Manchester Businees School HEC Grenoble Businees School IE Businees School BI Norwegian Businees School ESADE Rouen Businees School Figure 3: engagement score calculated through the average number of comments and forwards for every post in the month of May. In this section, the research focused on the audience’s reactions to the content posted on the page. We calculated the average engagement through the average comments and forwards for each post, over a period of 30 days. Rouen Business School scored the highest, thanks to a number of targeted posts that achieved over 50 forwards, higher than the average.This granted Rouen the second place in the overall rankings, since we consider consumer engagement as one of the most important features in any social media strategy. Both Grenoble Business School and RSM Erasmus University had medium-high scores in this section, thanks to an average of 3 forwards and 2 comments per post, despite having an amount of followers lower than the average. A low engagement score often marks the presence of what is commonly defined as ‘zombie accounts’ or ‘fake followers’. Unlike Facebook, Sina Weibo doesn’t require real-name registration to open an account, and Chinese agencies often present the phenomenon of ‘black PR’, buying and trading fake accounts to boost social media pages numbers. NOTE
  9. 9. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 09CONCLUSION I MORE ABOUT KAWO CONCLUSION MORE ABOUT KAWO This study was conducted from May 1st to May 31st considering the top 20 business schools in Europe as ranked by the Financial Times in 2012. The research took into account only the schools and universities that had an official account on China’s number one social network: Sina Weibo Source: http://rankings.ft.com/ businessschoolrankings/european- business-school-rankings-2012 KAWO TECHNOLOGIES LLC COPYRIGHT 2013 Build a Chinese fan base with KAWO today. KAWO will localize your and to give you an authentic Chinese social network voice.   Find out more at www.kawo.com
  10. 10. KAWO TECHNOLOGIES LLC COPYRIGHT 2013 10GET IN TOUCH GET IN TOUCH sales@kawo.com

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