Take the Next Step                                                with Social Media:                  Market, Manage, and ...
Social Media MMA• Marketing  – Identifying where to be, Curating content,    creating conversations• Management  – Schedul...
Key Facts about Social Media• 83% of Facebook users non-U.S. 747 million   – 60% of those outside U.S. 16-25 yrs old 448 m...
Facebook dominates…Your Official Source on U.S. Higher Education
Your Official Source on U.S. Higher EducationEducationUSA.state.gov                    Source: http://wearesocial.net/blog...
Where in Asia…Your Official Source on U.S. Higher Education
… but not always the big 3•   China – Renren, QQ, & others: 500+ million internet users•   Russia – Vkontakte, Russian lan...
The China question•   http://mashable.com/2011/11/30/china-social-networking     – Youku (YouTube)                        ...
StudentAdvisor – Top 100 Social Media Colleges9         Prepared by: Office of Enrollment   5/30/2012                 Mana...
Social Media Dashboard•        The Social Media Dashboard includes         the following icons:           – Facebook      ...
St. John’s Twitter accountsAssociate Vice President of Enrollment Management at Associate Director at the University Fresh...
St. John’s University Official Page12        Prepared by: Office of Enrollment   5/30/2012                 Management (SO)
St. John’s University Undergraduate Admission13       Prepared by: Office of Enrollment   5/30/2012                Managem...
St. John’s University Rome Graduate Programs14       Prepared by: Office of Enrollment   5/30/2012                Manageme...
Undergraduate Facebook Contest15       Prepared by: Office of Enrollment   5/30/2012                Management (SO)
Undergraduate St. Patrick’s Day Parade16       Prepared by: Office of Enrollment   5/30/2012                Management (SO)
Contests for Facebook and Eye of the Storm17       Prepared by: Office of Enrollment   5/30/2012                Management...
STJBloggers and YouVisit•   Warren Cheung     –    Tobin College of Business•   Amanda Pryor     –    College of Professio...
Pinterest•   Boards     – Academics & Schools     – Faith & Service     – Academic Lecture Series     – We heart NYC!     ...
Instagram•   Posted on Twitter:     – Weve joined @instagram! To         follow us, search for our         username stjohn...
Twitter - @STJProbTweets•    I love when STJ sends me     enormous scholarship     applications the week before     theyre...
We Need to Pay AttentionSince students returning back on campus from Spring Break, the number of fanstalking about “St. Jo...
中国|Social Media Outlets
China Media OverviewRecommended News Portals:   • Sina   • QQ   • SohuSpecialized Websites for Overseas Study:   • Tigtag ...
China Media for Schools: News PortalListed below are the top three News Portals in China—all of which haveeducation and st...
China Media for Schools: News PortalOpportunities:    Huge Traffic    Very TargetedCons:    Very Expensive
China Media for Schools:           Specialized Websites for Oversea Study  Tigtag, EOL, and Gter are specialized websites ...
China Media for Schools:                    SNS Websites or ToolsRenren (the equivalent of Facebook in the U.S.) is the la...
China Media for Schools:                     SNS Websites or ToolsOpportunities:    Renren CPC ads is very     targeted. ...
China Media for Schools: ZinchA professional website for studying abroad, Zinch China helps Chinese studentsfind undergrad...
China Media for Schools: Zinch• Channels within Zinch reaching  200,000+ users:    Zinch newsletter    Zinch renren publ...
Your Official Source on U.S. Higher EducationEducationUSA.state.gov
Your Official Source on U.S. Higher EducationEducationUSA.state.gov
Your Official Source on U.S. Higher EducationEducationUSA.state.gov
Your Official Source on U.S. Higher EducationEducationUSA.state.gov
Not Just Where But How% of mobile users who access the web only via mobile phones             •     Egypt                 ...
How  Your Official Source on U.S. Higher Education
Indonesia– Top two social media outlets:   • Facebook       – 72% of users 16-25      – 76% of all Indonesian with Interne...
Vietnam• Top Social Media platform: Zing more than twice the users of FB,  but• Facebook                                  ...
For more Asia focused mobile,       social & digital datahttp://marketingeducationusa.blogspot.com/2012/02/social-media-mo...
STJ Weekly Tracking Report•   Official Facebook page for St. John’s    University     – 8,908 vs. 8, 870 fans (+38)•   Und...
42   Prepared by: Office of Enrollment   5/30/2012            Management (so)
43   Prepared by: Office of Enrollment   5/30/2012            Management (so)
Your Official Source on U.S. Higher EducationEducationUSA.state.gov
What do US institutions      measure?Your Official Source on U.S. Higher EducationEducationUSA.state.gov           Source:...
Your Official Source on U.S. Higher EducationEducationUSA.state.gov
Defining Thought on ROI• “Are you using social media to blare your  message, or are you taking the time to  create connect...
Questions & Thanks!Bryan GrossAssociate Vice President, Enrollment Managementgrossb@stjohns.eduTwitter: @stjbryan         ...
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Take Your Social Media Recruitment to the Next Level: Market, Manage & Track Your Community

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Learn how to better apply social media tools to your work and broaden the impact of recruitment efforts overseas. This session provides an advanced look at social media management tools, highlights important trends to follow, and explores specific examples of ways to become better engaged with the conversations happening online.

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  • Live Where Your Audiences Live. While Facebook’s global quest for dominance continues toward having 1 billion members, other countries have different platforms that reign supreme at the moment, or as is the case in some parts of Africa, have not yet full embraced/or are able to embrace social media.
  • For China, Renren is where current university students spend their time. Renren just launched organization/company pages in the last year. Key with Chinese social media is leveraging your current students from China to post, assist in setting up accounts and posting in Mandarin.- In China, over 2/3 of internet users currently have active social media accounts.
  • Zinch China markets partners to their own database of over 200,000 users and to a following of over 20,000 users on all of China’s social networks already listed.
  • Indonesian youth view social media as an “everyday necessity” replacing other things to make certain their mobile phones are adequately funded to access mobile data.Given a choice between laptop or moped, the overwhelming response: laptop.However, many would prefer a 3G iPad, because so much of their internet use is via mobile technologiesSource: We Are Social: Social, Digital & Mobile in Indonesia,http://wearesocial.net/blog/2011/12/social-digital-mobile-indonesia/
  • 237 million population: 210 mobile phone subscribers61% of Internet usage in Indonesia comes from mobile devices: We Are Social report66% of desktop internet access coming from Internet Cafes
  • Analytics is an ever-changing landscape. We all started with fans & followers, but now it’s much more than that—it’s about shares & retweets/mentions, PTAT, and reach. Each platform has different tools that you can use, and with the majority, those insights/analytics and what is tracked change regularly as we all come to grips with what is most important to monitor, track and record. Are you capturing Facebook profile, Skype address, or Twitter handles in your CRM? Should you? How do you, should you measure engagement?
  • Take Your Social Media Recruitment to the Next Level: Market, Manage & Track Your Community

    1. 1. Take the Next Step with Social Media: Market, Manage, and Track Your Community Marty Bennett, Outreach Coordinator Global EducationUSA Services, Institute of International Education Bryan Gross, Associate Vice President Enrollment Management, St. John‟s UniversityYour Official Source on U.S. Higher EducationEducationUSA.state.gov
    2. 2. Social Media MMA• Marketing – Identifying where to be, Curating content, creating conversations• Management – Scheduling posts, monitoring platforms• Analytics – Determining success, tracking effectiveness Your Official Source on U.S. Higher Education EducationUSA.state.gov
    3. 3. Key Facts about Social Media• 83% of Facebook users non-U.S. 747 million – 60% of those outside U.S. 16-25 yrs old 448 million• 70% of YouTube traffic outside the U.S.• 60%+ of all Twitter tweets not in English – 60% of users overseas• 78% of Wikipedia articles not in English, 267+ languages Your Official Source on U.S. Higher Education EducationUSA.state.gov EducationUSA.state.g ov
    4. 4. Facebook dominates…Your Official Source on U.S. Higher Education
    5. 5. Your Official Source on U.S. Higher EducationEducationUSA.state.gov Source: http://wearesocial.net/blog/2011/11/tweets-english
    6. 6. Where in Asia…Your Official Source on U.S. Higher Education
    7. 7. … but not always the big 3• China – Renren, QQ, & others: 500+ million internet users• Russia – Vkontakte, Russian language, 111 million users globally• Netherlands – Hyves, 11 million (2/3 of Dutch population) rd• Japan – Mixi but Twitter recently surpassed Mixi in total users• Brazil – Orkut but Facebook now #1 & Twitter gaining fast Your Official Source on U.S. Higher Education EducationUSA.state.gov
    8. 8. The China question• http://mashable.com/2011/11/30/china-social-networking – Youku (YouTube) * (just launched) – Sina Weibo (Twitter) 250 mil users 10/11 * 22,000 follows – Sina blogs (Wordpress/Blogger) * 233,000 blog visits – Renren (Facebook) 31 mil users 4/11 – Kaixin (LinkedIn-type user base) – Douban (social network) 53 mil users 2011 » *Used by EducationUSA China• http://mashable.com/2012/04/10/china-largest-online-population – Over 500 million internet users in China• http://www.educationusachina.com/school/usschool/t/faqs – Verification issues, social media linkages, and other China credential/travel questions from our EdUSA team in Beijing Your Official Source on U.S. Higher Education EducationUSA.state.gov
    9. 9. StudentAdvisor – Top 100 Social Media Colleges9 Prepared by: Office of Enrollment 5/30/2012 Management (so)
    10. 10. Social Media Dashboard• The Social Media Dashboard includes the following icons: – Facebook – Twitter – Google+ – YouTube – Flickr – Pinterest – Tumblr – STJBloggers – STJ2GO – STJ Athletics – Instagram 10 Prepared by: Office of Enrollment 5/30/2012 Management (SO)
    11. 11. St. John’s Twitter accountsAssociate Vice President of Enrollment Management at Associate Director at the University Freshman CenterSt. Johns University 11 Prepared by: Office of Enrollment 5/30/2012 Management (so)
    12. 12. St. John’s University Official Page12 Prepared by: Office of Enrollment 5/30/2012 Management (SO)
    13. 13. St. John’s University Undergraduate Admission13 Prepared by: Office of Enrollment 5/30/2012 Management (SO)
    14. 14. St. John’s University Rome Graduate Programs14 Prepared by: Office of Enrollment 5/30/2012 Management (SO)
    15. 15. Undergraduate Facebook Contest15 Prepared by: Office of Enrollment 5/30/2012 Management (SO)
    16. 16. Undergraduate St. Patrick’s Day Parade16 Prepared by: Office of Enrollment 5/30/2012 Management (SO)
    17. 17. Contests for Facebook and Eye of the Storm17 Prepared by: Office of Enrollment 5/30/2012 Management (so)
    18. 18. STJBloggers and YouVisit• Warren Cheung – Tobin College of Business• Amanda Pryor – College of Professional Studies• Matthew Lundy – St. John‟s College of Liberal Arts and Sciences• Kayla Solis – St. John‟s College of Liberal Arts and Sciences• Nathali Zamora – St. John‟s College of Liberal Arts and Sciences• Caitlin Stehling – College of Pharmacy and Allied Health Professions• Jheryl Wilson – Tobin College of Business• Joseph Reis – St. John‟s College of Liberal Arts and Sciences• Adam Sanchez – St. John‟s College of Liberal Arts and Sciences• Danielle Callier – College of Professional Studies 18 Prepared by: Office of Enrollment 5/30/2012 Management (so)
    19. 19. Pinterest• Boards – Academics & Schools – Faith & Service – Academic Lecture Series – We heart NYC! – When in Rome… – …or Paris – STJ Campus Life – The D‟ Angelo Center – Athletics – RedStorm Spirit – Johnny Thunderbird – Carnesecca Arena – 1870 and Onward – Notable Johnnies – Alumni Appreciation – Campuses 19 Prepared by: Office of Enrollment 5/30/2012 Management (so)
    20. 20. Instagram• Posted on Twitter: – Weve joined @instagram! To follow us, search for our username stjohnsu. To share a photo with us, use the #stj hashtag.• For Accepted Student Day, students to take pictures of campus using Instagram .• Pictures are so important to perspective students 20 Prepared by: Office of Enrollment 5/30/2012 Management (so)
    21. 21. Twitter - @STJProbTweets• I love when STJ sends me enormous scholarship applications the week before theyre due. Thanks for nothing! @STJProbTweets• When you get chased down by a giant blood drop. @STJProbTweets• Anyone else pull the ole all nighter catch up on studies bc you slacked the whole week? Gotta love delirious Mondays!21 Prepared by: Office of Enrollment 5/30/2012 Management
    22. 22. We Need to Pay AttentionSince students returning back on campus from Spring Break, the number of fanstalking about “St. John‟s Problems” has slightly increased. 22 Prepared by: Office of Enrollment 5/30/2012 Management (SO)
    23. 23. 中国|Social Media Outlets
    24. 24. China Media OverviewRecommended News Portals: • Sina • QQ • SohuSpecialized Websites for Overseas Study: • Tigtag • Gter • EOLSocial Networking Websites or Tools: • Renren • Micro-blogsProfessional Website for Studying Abroad: • Zinch
    25. 25. China Media for Schools: News PortalListed below are the top three News Portals in China—all of which haveeducation and study abroad channels targeting the parents and students whoare concerned about studying in the US and other countries. • QQ: http://www.qq.com/ • Sina: http://www.sina.com.cn/ • Sohu: http://www.sohu.com/
    26. 26. China Media for Schools: News PortalOpportunities:  Huge Traffic  Very TargetedCons:  Very Expensive
    27. 27. China Media for Schools: Specialized Websites for Oversea Study Tigtag, EOL, and Gter are specialized websites for oversea study. They provide professional information on studying and life abroad, as well as forums for discussion and sharing.• Tigtag: http://www.tigtag.com/• EOL: http://www.eol.cn/• Gter: http://www.gter.net/
    28. 28. China Media for Schools: SNS Websites or ToolsRenren (the equivalent of Facebook in the U.S.) is the largest social website in China.People—especially students—spend much time on the website talking and sharing withfriends. • 2 kinds of promotion on Renren: 1. Renren public page (FREE) 2. Renren CPC » Renren: http://www.renren.comWeibo, (the equivalent of Twitter in the US) is becoming increasingly popular. Peopleshare short messages, videos and pictures, which can be commented on. You can set upan account for free on any of these sites, but attracting a strong following can bedifficult and will require high attention and priority. • Micro-blogs: http://weibo.com/; http://t.163.com/zinchchina; http://t.qq.com/Zinch_China; http://zinchchina.t.sohu.com
    29. 29. China Media for Schools: SNS Websites or ToolsOpportunities:  Renren CPC ads is very targeted. You can choose the area age range and interests of your target  Spread very fastCons:  Need to purchase CPC ads  Difficult to build a following/takes time to see results  Takes a lot of attention and active promoting
    30. 30. China Media for Schools: ZinchA professional website for studying abroad, Zinch China helps Chinese studentsfind undergraduate and graduate programs outside of China, and helps overseasprograms find best-fit Chinese students. • It is now the largest online social network in China for students interested in overseas study with more than 200,000 active users. • Students and parents use Zinch China for free to search for schools and interact directly with overseas admissions officers. • Zinch offers paid search, branding, and marketing services to US Universities and Colleges. • Zinch China is 100% American owned, with headquarters in San Francisco. www.zinch.cn
    31. 31. China Media for Schools: Zinch• Channels within Zinch reaching 200,000+ users:  Zinch newsletter  Zinch renren public page  Zinch campaign message  Banners and links on zinch.cn• Channels outside Zinch reaching 20,000+  Search Engine Marketing (Baidu)  Micro-blog Marketing (Sina, Sohu, Tencent, RenRen)
    32. 32. Your Official Source on U.S. Higher EducationEducationUSA.state.gov
    33. 33. Your Official Source on U.S. Higher EducationEducationUSA.state.gov
    34. 34. Your Official Source on U.S. Higher EducationEducationUSA.state.gov
    35. 35. Your Official Source on U.S. Higher EducationEducationUSA.state.gov
    36. 36. Not Just Where But How% of mobile users who access the web only via mobile phones • Egypt 70% • India 59% • South Africa 57% • Ghana 50% • Indonesia 44% Source: http://mashable.com/2012/04/11/mobile-advertising-developing-world Your Official Source on U.S. Higher Education EducationUSA.state.gov
    37. 37. How Your Official Source on U.S. Higher Education
    38. 38. Indonesia– Top two social media outlets: • Facebook – 72% of users 16-25 – 76% of all Indonesian with Internet access are on Facebook • Twitter 19+ million users – Indonesian youth is championing „mobile social‟ from We are Social‟s report – Twitter the new BBM • Local language content Your Official Source on U.S. Higher Education EducationUSA.state.gov
    39. 39. Vietnam• Top Social Media platform: Zing more than twice the users of FB, but• Facebook » 87% 16-25 yrs. old Your Official Source on U.S. Higher Education EducationUSA.state.gov Source: We are Social Social, Digital, & Mobile in Indonchina: http://wearesocial.net/blog/2011/12/social-digital-mobile-indochina/
    40. 40. For more Asia focused mobile, social & digital datahttp://marketingeducationusa.blogspot.com/2012/02/social-media-mobile-trends-in-asia.html Your Official Source on U.S. Higher Education EducationUSA.state.gov
    41. 41. STJ Weekly Tracking Report• Official Facebook page for St. John’s University – 8,908 vs. 8, 870 fans (+38)• Undergraduate Admission Facebook fan page – 1,303 vs. 1,274 fans (+29)• Twitter @stjohnsu – 2,784 vs. 2, 746 followers (+38)• Twitter @bethstj – 221 vs. 222 followers (-1)• Tumblr – 52 vs. 47 followers (+5) Undergraduate Admission Facebook fan page• Eye of the Storm – 2,132 vs. 1,907 students with profiles (+225) 41 Prepared by: Office of Enrollment 5/30/2012 Management (SO)
    42. 42. 42 Prepared by: Office of Enrollment 5/30/2012 Management (so)
    43. 43. 43 Prepared by: Office of Enrollment 5/30/2012 Management (so)
    44. 44. Your Official Source on U.S. Higher EducationEducationUSA.state.gov
    45. 45. What do US institutions measure?Your Official Source on U.S. Higher EducationEducationUSA.state.gov Source: .eduGuru http://doteduguru.com/id6927-results-the-state-of-higher-ed-social-media-2011.html
    46. 46. Your Official Source on U.S. Higher EducationEducationUSA.state.gov
    47. 47. Defining Thought on ROI• “Are you using social media to blare your message, or are you taking the time to create connections that pay off with real results.” – Mike Petroff (.eduGuru) – White paper on: Why your school‟s social media strategy is falling behind Source: http://www.fathomseo.com/resources/guides/social-media-marketing.asp Your Official Source on U.S. Higher Education EducationUSA.state.gov
    48. 48. Questions & Thanks!Bryan GrossAssociate Vice President, Enrollment Managementgrossb@stjohns.eduTwitter: @stjbryan Your Official Source on U.S. Higher Education EducationUSA.state.gov

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