1. Interna'onal
Educa'on
Marke'ng
Social
Media
For
Higher
Educa'on
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
Sta's'cs
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
Sta's'cs

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 Youth
Indonesia

23. Low Internet Penetration
30,000,000 Internet users as of 2010
12%
internet
Comscore: 64% = male, 40% = 15-24 age mostly urban.
Access: Cafe & work + Mobile. Time Online: 17 hrs./ month

24. Indonesia’s search behavior
According to Comscore (April 2010) Indonesia s search sites
have 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 Performance
According to Comscore (March 2010) Indonesia s reach for SN is very high
compared to its region (87%). Social Networks share of online time is above
the 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 related
Source: 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 Facebook
18 to 25 age is over-represented in Indonesia
Source: InsideFacebook, November 2010

29. Indonesia is #1 Twitter nation
Indonesia at 20.8% had the
world highest proportion of its
home & work Internet
audience visiting Twitter.com.
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
Marke'ng:
Concerns
&
Opportuni'es
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
Marke'ng
for
higher
educa'on
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
Marke'ng
for
higher
educa'on
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

43. SM
Marke'ng
for
higher
educa'on
Stanford as a case study
Stanford is using Facebook (100k+ followers) to spread faculties research
achievements

44. SM
Marke'ng
for
higher
educa'on
Stanford as a case study
Stanford is using Facebook to spread events

45. SM
Marke'ng
for
higher
educa'on
Stanford as a case study
Stanford is using Facebook to answer questions on admission, and challenges

46. SM
Marke'ng
for
higher
educa'on
Stanford as a case study
Stanford is using variety of social media tools to interact with students based of
their interest

47. SM
Marke'ng
for
higher
educa'on
Stanford as a case study
Stanford is using Facebook to spread student news

48. SM
Marke'ng
for
higher
educa'on
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

49. SM
Marke'ng
for
higher
educa'on
Top Universities are using variety of SM channels, now go mobile..
* Table was updated and based on presentation by Brendan Barrett

50. SM
Marke'ng
for
higher
educa'on
MIT as a case study
MIT has dedicated a whole SM platform for the admission process:
Students experiences (blogs), FAQ, visits, “how to”..

51. SM
Marke'ng
for
higher
educa'on
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.”

52. SM
Marke'ng
for
higher
educa'on
MIT as a case study
Authentic videos – best contribute to positioning
http://www.mitadmissions.org/topics/pulse/notable_alumni/watch_this.shtml

53. SM
Marke'ng
for
higher
educa'on
Universities spread free online courses

54. Social
Media
Marke'ng
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!

55. SM
Marke'ng
Challenges
How to motivate students and alumni to
participate?
How to motivate teachers and staff to participate?

56. For more information concerning SM for
higher education & youth marketing
research in international markets
contact us
customerservice@trendsspotting.com

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Services
Trends
Iden'fica'on:
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