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Social media for higher education - Trendsspotting Research Report


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Following TrendsSpotting's research work on youths media behavior (traditional and new media) in 16 countries, we bring you some of the insights we've collected on international marketing in higher education. TrendsSpotting is working with leading Universities on social media strategy designed to capture youths in Asia, Europe and the US.

Published in: Education

Social media for higher education - Trendsspotting Research Report

  1. Internaonal  Educaon  Markeng     Social  Media  For  Higher  Educaon   Presented  by     Dr.  Taly  Weiss   CEO,  TrendsSpo9ng  
  2. International   Marketing  Education  Trends  Research  Insights  Engaging  with  Students    
  3. International   Marketing  Education  Trends  Research  Insights  Engaging  with  Students    
  4. 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%.  
  5. Youth  Stascs  
  6. 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
  7. 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.
  8. 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
  9. 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)
  10. Practical Education   Privatization of Public Higher Education • Institutions encouraged to be more “entrepreneurial” • Traditional universities developing alternate revenue sources › Higher tuition fees › Industry collaboration
  11. Competitive Market   Some countries rely on international students
  12. 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
  13. International   Marketing  Education  Trends  Research  Insights  Engaging  with  Students    
  14. 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
  15. Research  Scope   Youth countries vs. aging countries Mexico Mexico
  16. 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)  
  17. 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
  18. Research  Findings:  Asia  Highlights     Internet Demographics Dominated by Online youth: Vietnam, Indonesia, China, Singapore & India
  19. 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!)
  20. Research  Findings:  Asia  Highlights   Facebook is among top 3 internet sites India, Indonesia, Taiwan, Hong Kong, Singapore
  21. 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.
  22. Online YouthIndonesia  
  23. 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
  24. 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.
  25. Leading Online activities Social networking is currently the leading internet activity, engaging 77% of Indonesian internet users.Source:  TNS  Net  Index,  ,Indonesia  2010  
  26. 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%).
  27. 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
  28. 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
  29. Indonesia is #1 Twitter nationIndonesia at 20.8% had theworld highest proportion of itshome & work Internetaudience visiting Source: Comscore, June 2010
  30. 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
  31. 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
  32. Research  Findings:  Europe  Highlights     Facebook is among top 3 internet sites UK, Belgium, France, Greece, Turkey
  33. Research  Findings:  Europe  Highlights     High SN Engagement Across Europe Source: IAB Forrester, 2010
  34. Research  Findings:  Europe  Highlights     European youth: Time spent on SNs Source: comScore, December 2010
  35. International   Marketing  Education  Trends  Research  Insights  Engaging  with  Students    
  36. How  to  engage  with Online  youth?  
  37. 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.
  38. 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.
  39. 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
  40. 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.
  41. 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
  42. SM  Markeng  for  higher  educaon   Stanford as a case study Stanford is using Facebook (100k+ followers) to spread faculties research achievements
  43. SM  Markeng  for  higher  educaon   Stanford as a case study Stanford is using Facebook to spread events
  44. SM  Markeng  for  higher  educaon   Stanford as a case study Stanford is using Facebook to answer questions on admission, and challenges
  45. 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
  46. SM  Markeng  for  higher  educaon   Stanford as a case study Stanford is using Facebook to spread student news
  47. 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
  48. 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
  49. 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”..
  50. 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.”
  51. SM  Markeng  for  higher  educaon   MIT as a case study Authentic videos – best contribute to positioning
  52. SM  Markeng  for  higher  educaon   Universities spread free online courses
  53. 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!
  54. SM  Markeng  Challenges   How to motivate students and alumni to participate? How to motivate teachers and staff to participate?
  55. For more information concerning SM forhigher education & youth marketingresearch in international marketscontact
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