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Interna'onal	
  Educa'on	
  Marke'ng	
  	
  




 Social	
  Media	
  For	
  Higher	
  Educa'on	
  
                                 Presented	
  by	
  	
  
                                 Dr.	
  Taly	
  Weiss	
  
                                 CEO,	
  TrendsSpo9ng	
  
International	
  
                        Marketing	
  
Education	
  Trends	
  

Research	
  Insights	
  

Engaging	
  with	
  Students	
  	
  
International	
  
                        Marketing	
  
Education	
  Trends	
  

Research	
  Insights	
  

Engaging	
  with	
  Students	
  	
  
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%.	
  
Youth	
  Sta's'cs	
  
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
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.
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
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)
Practical Education	
  

   Privatization of Public Higher Education

   • Institutions encouraged to be more “entrepreneurial”

   • Traditional universities developing alternate revenue sources

       › Higher tuition fees

       › Industry collaboration
Competitive Market	
  
  Some countries rely on international students
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
International	
  
                        Marketing	
  
Education	
  Trends	
  

Research	
  Insights	
  

Engaging	
  with	
  Students	
  	
  
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
Research	
  Scope	
  
   Youth countries vs. aging countries



                                   Mexico




                Mexico
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)	
  
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
Research	
  Findings:	
  Asia	
  Highlights	
  	
  

    Internet Demographics


    Dominated by Online youth: Vietnam, Indonesia, China, Singapore & India
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!)
Research	
  Findings:	
  Asia	
  Highlights	
  

    Facebook is among top 3 internet sites




  India, Indonesia, Taiwan, Hong Kong, Singapore
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.
Online Youth
Indonesia	
  
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
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.
Leading Online activities




                     Social networking is currently the leading internet activity,
                            engaging 77% of Indonesian internet users.


Source:	
  TNS	
  Net	
  Index,	
  ,Indonesia	
  2010	
  
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%).
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
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
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
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
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
Research	
  Findings:	
  Europe	
  Highlights	
  	
  

    Facebook is among top 3 internet sites




     UK, Belgium, France, Greece, Turkey
Research	
  Findings:	
  Europe	
  Highlights	
  	
  

   High SN Engagement Across Europe


                                           Source: IAB Forrester, 2010
Research	
  Findings:	
  Europe	
  Highlights	
  	
  
   European youth: Time spent on SNs




                             Source: comScore, December 2010
International	
  
                        Marketing	
  
Education	
  Trends	
  

Research	
  Insights	
  

Engaging	
  with	
  Students	
  	
  
How	
  to	
  engage	
  with Online	
  youth?	
  
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.
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.
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
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.
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
SM	
  Marke'ng	
  for	
  higher	
  educa'on	
  
                         Stanford as a case study
   Stanford is using Facebook (100k+ followers) to spread faculties research
   achievements
SM	
  Marke'ng	
  for	
  higher	
  educa'on	
  
                         Stanford as a case study

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

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

   Stanford is using Facebook to spread student news
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
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
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”..
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.”
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
SM	
  Marke'ng	
  for	
  higher	
  educa'on	
  
    Universities spread free online courses
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!
SM	
  Marke'ng	
  Challenges	
  
 How to motivate students and alumni to
 participate?

 How to motivate teachers and staff to participate?
For more information concerning SM for
higher education & youth marketing
research in international markets
contact us
customerservice@trendsspotting.com
TrendsSpoEng	
  Services	
  
 Trends	
  Iden'fica'on:	
  Research	
  and	
  Predic'on	
  
 Customized	
  Research	
  
  Our	
  clients	
  
 Syndicated	
  Reports	
  

Recent	
  Clients	
  
NEW	
               TRENDSSPOTTING	
  
                                    REPORT	
  
TREND             POTTING                                      Country	
  Research	
  Database	
  
                   REPORTS
                                      Internet	
  users	
  demographics	
  and	
  media	
  consump'on	
  

           Online	
                   Informa'on	
  sharing	
  habits	
  
          Country	
                   Online	
  youth	
  
          Reports	
                   Mobile	
  web	
  
                                     Available	
  for	
  the	
  following	
  countries	
  




                                                                    For	
  more	
  informaQon	
  on	
  our	
  services	
  and	
  
                                                                    reports	
  please	
  contact	
  us:	
  
                                                                    	
  
Pet	
  Technologies	
           Online	
  Shopping	
                customerservice@trendsspoEng.com	
  
Communica'ng	
  	
                 Trends	
  &	
  
      with	
  pets	
              Predic'ons	
  
TrendsSpotting offers Trend consulting, Customized Trend
Research Reports & Syndicated Trend Reports, published at top
market research databases.

TrendsSpotting Research serves leading international brands.

TrendsSpotting’s insights are presented at  The TrendsSpotting Blog
and quoted in the news media   .

Visit us here: www.trendsspotting.com

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  • 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%.  
  • 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.
  • 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
  • 42.
  • 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
  • 57. TrendsSpoEng  Services   Trends  Iden'fica'on:  Research  and  Predic'on   Customized  Research   Our  clients   Syndicated  Reports   Recent  Clients  
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  • 59. TrendsSpotting offers Trend consulting, Customized Trend Research Reports & Syndicated Trend Reports, published at top market research databases. TrendsSpotting Research serves leading international brands. TrendsSpotting’s insights are presented at  The TrendsSpotting Blog and quoted in the news media . Visit us here: www.trendsspotting.com