China Online Marketing Guide for Universities


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Basic guide on digital marketing including search marketing, online display advertising and social media for traditional education marketers targeting Chinese students. If the slides don't display properly, you can download a copy here:

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China Online Marketing Guide for Universities

  1. 1. incitez CIW  Whitepaper,  March  2013 Digital Marketing Guide for UniversitiesHow to recruit Chinese students online?
  2. 2. China Internet incitez 2
  3. 3. Overview•  Universities recruiting students from China are advised to adopt both search engines and social media to build awareness and influence; for universities who’s never launched online campaigns in China, 6 months’ pilot campaign is recommended to start with. incitez 3
  4. 4. DataAbout Chinese students studying overseas incitez
  5. 5. The Ministry of Education said that from 1978 to the end of 2011, China sent 2.25 millionstudents abroad, 90 percent of that coming after 2000 incitez 5
  6. 6. Do you Know? At rural Grinnell, nearly one of every 10 applicantsbeing considered for the class of 2015 is from China. incitez 6
  7. 7. China the No. 1 source for Int’l students in the U.S.•  Nearly 128,000 international students from China are studying in American universities and colleges during the 2009/2010 academic year, making China the No. 1 source for international students in the U.S. higher education system incitez 7
  8. 8. China the worlds biggest source of overseas students•  China has become the worlds biggest source of overseas students, Beijing Times reported•  For the 2009 to 2010 academic year, a total of 229,300 Chinese students were being educated abroad, up 30 percent from the previous year, according to statistics released by the Ministry of Education•  By the end of 2011, more than 1.4 million Chinese students were studying abroad, an average increase of 23 percent for three consecutive years, according to statistics by the Ministry of Education incitez 8
  9. 9. How many studying abroad?•  In 2007-2011, the number of students studying abroad in China grew by more than 20% for four consecutive years•  In 2012, total number of students studying abroad was over 399 thousand incitez 9
  10. 10. Chinese Students Spend Billions•  Foreign students spent eight billion U.S. dollars in Canada in 2010, up from 6.5 billion dollars in 2008, said a Foreign Affairs and International Trade Canada study incitez 10
  11. 11. Objectives & Measurement11
  12. 12. Engage students &1. Identify Your Guide students to apply forObjectives Ac:on   Admission Build an influential Influence   brand online. Get your institution Awareness   heard. An integration approach in multiple digital channels is recommended including: search engines, social media and email. incitez 12
  13. 13. 2. Develop Your Strategy Short Term (Direct response)1-3 months Increase website visits (graduate program pages) Mid Term (Direct response with branding effect)1-6 months Leads generation + Increase in brand searches Long Term (Pure branding)1-12 months Increase brand searches, admission inquiry, and enrolment incitez 13
  14. 14. 3. Pick Your KPIs•  CPM•  CPC•  CPL (Cost Per Lead)•  Total Leads•  CPA (Cost Per Application)•  Total Applications Online•  On-site Conversion Rate•  ROI incitez 14
  15. 15. Analysis  15
  16. 16. Quick Analysis of Chinese Market • “oversea • 700,000 study study” is very abroad competitive every year Challenges Opportunities Media Economic Landscape Drivers • Traditional • Better career media prospect incitez 16
  17. 17. Audience Analysis •  Demographic profile 18-25 undergraduate students •  Emotional profile ambitious, hard-working, explorer •  Social Ecosystem Social influence groups on application: university ranking, friends, online community/ forums incitez 17
  18. 18. Geographic Distribution who’s  interested  to  study   overseas 1.  Beijing   2.  Shanghai   Male:Female = 54%:46% 3.  Tianjin   4.  Guangzhou   5.  Xi’an   6.  Hangzhou  high   7.  Guiyang   8.  Hefei   9.  Wuhan   10.   Chongqing   low   incitez 18
  19. 19. Popular Countries Attracting Chinese Students Search  trend  on  Baidu   Study  in  U.S.   Study  in  U.K.   Study  in  Singapore   incitez 19
  20. 20. What info are China Internet users looking for?•  Agency contact•  Tuition fee•  Lifestyle abroad•  Admission requirements•  Study loan•  University ranking•  Scholarship•  Student visa incitez 20
  21. 21. How to Target Chinese Students•  Build Chinese landing page (it’s a must) and ideally hosted in China•  Expand online presence in Wiki sites•  Online display ads to increase brand awareness of your institution•  Use search marketing to drive relevant traffic to your website•  Utilize social media like Renren and Weibo to engage targeted audience•  Listen and join the conversion in existing online communities (BBS, online forum) incitez 21
  22. 22. Search Engine Marketing22
  23. 23. Top Search Engines• you should use Baidu to get high exposure• Recommended for engineering college• recruitment• Sogou and Soso are recommended if the lower tier cities are targeted incitez 23
  24. 24. What is search marketing?•  Search Engine Marketing (SEM) is keyword / purpose driven, demand generation marketing. It consists of search engine optimization (SEO) and pay-per-click management (PPC)•  Almost half of all searches are to find a product or service to buy, and advertisers can pay for a click- through via sponsored search listing (PPC) for a qualified lead to a potential purchase incitez 24
  25. 25. Example Chinese Keyword: “study in Singapore” Paid Search (PPC) For quick win As  people  are   looking  for  info  Organic search listing ac:vely,  search   marke:ng  is  very  (Free Traffic via SEO) targeted  and   highly  cost   efficient.   incitez 25
  26. 26. Users’ Journey Online Visit school Inquiry viewing ads website (Conversion Enrollment(Impressions) (Clicks) / Leads) incitez 26
  27. 27. What Matters in Search?•  Well designed account structure –  A search strategy –  Relevant keywords and ad copy –  Optimized budget split for different campaigns•  Quality landing page for high on-site conversions•  Web analytics•  Continuous optimization•  Integration with other marketing channels incitez 27
  28. 28. Social Media28
  29. 29. What is social media marketing?•  Social media marketing is not simply setting up a Weibo or RenrenPage or banner placement on those sites•  A thoughtful goal is needed and so is the social media strategy. Engaging users in social media and empowering them to promote your institutions can often lead to high growth in brand awareness and ROI incitez 29
  30. 30. Connecting to Students Community•  Create content worth sharing•  Encourage appropriate content from students•  Join the conversation•  Use relevant tools such as events for “College Open House”•  Use social ads with demographic targeting (target by education level & age) (available on Renren and Weibo)•  Use API to integrate it with your websites•  Get help from alumni incitez 30
  31. 31. Purdue  University  HK  City  University  on  Kaixin   on  Renren   89,345  fans   31
  32. 32. Sina WeiboHong  Kong  University   Toronto  University   NTU  EMBA  (Singapore)   RMIT  (Australia)   32 incitez
  33. 33. Monitor & Engage on WeiboA student is confused which country he should go for studying and asked on Weibo incitez 33
  34. 34. Monitor Online Forums & Participate A Chinese student asks questions about studying in Singapore. In China, online BBS and online forums are still very popular; it’simportant for education marketers to monitor the conversation and respond when it’s necessary incitez 34
  35. 35. Incitez  |  Data-­‐Driven  Digital  Marke:ng Online PR incitez 35
  36. 36. Online Display36
  37. 37. Online Display Advertising incitez 37
  38. 38. Baidu Brandlinks is a good brandingchannel for well known universities besidesnormal display advertising network in China. incitez 38
  39. 39. Recommenda:ons Sample  online  marke:ng  packageIncit! | Data-D"ven Digital Marketing 39
  40. 40. Recommended Tactics I•  Paid Search (PPC): USD 5000-10K per month for six months –  Baidu: 70% –  Sogou: 20% –  Soso: 10% incitez 40
  41. 41. Incitez  |  Data-­‐Driven  Digital  Marke:ng Social Media •  6 months social media marketing –  Online PR –  Official Sina Weibo account •  Content creation & engagement campaigns –  Renren Page •  Content creation & engagement campaigns incitez 41
  42. 42. About  Incitez     Contact  us  for  a  proposal.  edu-­‐   incitez
  43. 43. About Incitez•  Incitez is a data-driven digital marketing company headquartered in Singapore with another office in China, providing digital strategy consultancy and digital marketing campaign development•  We partner with clients to identify their opportunities in digital space, address their challenges, and advance their businesses with custom digital solutions•  You can find out more about us at our website: incitez 43
  44. 44. Why Incitez?•  Long-term partnership with clients is important to us; we are often willing to give up short-term profit•  Guarantee: 100% refund for what are not working•  Free training: we believe in integrated approach and clients’ good understanding in digital marketing is critical•  Value: adding value is what matters; we don’t reinvent the wheel but creating something new that adds value incitez 44
  45. 45. Thank  you.For more on China internet, visit our blog: incitez 45