Digital and mobile marketing is extremely prevalent in the US when it comes to college recruitment. However, the same strategies and tactics that work in the United States don’t necessarily work abroad; particularly in China where different media and search engines dominate the student landscape.
This presentation will use research conducted by Zinch China (a division of Chegg Enrollment Services based in Beijing) as well as data from Baidu (China’s #1 online search engine) to shed light on best practices and opportunities for brand building, student engagement and recruitment via digital tools, mobile devices, and social media. This webinar will provide keen insight towards the digital recruitment technology used in China.
13. Social Media Resides in Mobile
71%
of SNS users access platform
via mobile
593 million mobile internet users
95% of China checks smartphone
before bed
43% of China’s population
Source: GroupM Interaction, China at Your Fingertips 3.0; China Internet Network Information Center, July 2015
14. Nearly 70%
Use a smart phone as
their primary tool for
researching colleges
Top Activities:
• 85% check school info
(rank/majors/tuition)
• 38% watch a video from a
college
• 28% posted a question to a
college rep on a social
media site
• 27% participated in a live
chat
Source: Chegg Social Admissions Report: China Edition
15. China has been experiencing a light speed
evolution in Social Network Service (SNS)
development
2008 - 2009
Renren Dynasty
2010 - 2013
Weibo Dynasty
2014 - ?
WeChat Dynasty
Source: Imagination Creative Agency, April, 2014, Chinese Social Media Brief: Overview, SNS Analysis and Key Trends.
16. Nearly
90%
of students indicate they will use
social media when deciding where
to enroll
Source: Chegg Social Admissions Report: China Edition
17. 0 0.5 1 1.5 2 2.5 3
College Official Websites
Search Engine (Baidu)
Chineses School Information
Website (Zinch)
News App
Social Media Website (Weibo)
Social Media Mobile App (WeChat)
How important are the following (according to students) … ?
Source: Chegg Social Admissions Report: China Edition
18. 0 20 40 60 80 100
College Website
Email
High School Counselors
Social Media
Hosted Campus Visit
Overseas High School Visit
College Fairs
How important are the following (according to recruiters) … ?
Source: NACAC Admission Trends Survey, 2014-2015
19. Mobile Messaging Apps
Instant-messaging apps are the types of apps
students indicate being most likely to use
when searching for colleges.
This indicates a high value placed on the
perspectives of their peers when researching
and evaluating colleges.
It also places an importance on having a
verified presence on these platforms (which
is not easy)
20. WeChat
• Chat by text
• Chat with voice notes
• Send pictures
• Send video
• Engage in a voice call
• Engage in a video call
• Can operate like a walkie-talkie
• Customize your branding
• View basic user information
21. Personal Account – personal account tied to one individual (not
shareable). Offers direct engagement or group interaction with users. Is
replacing the business card, and is a must for any recruitment initiatives
in China.
Public Subscription Account – designed for brands to share updates
with audiences, with a limit of one push message per day. Build into a
microsite for informing users. Builds social awareness, and brings
legitimacy.
Two WeChat Account Options: