The Impact of Social Media on International Student Recruitment Marty Bennett EducationUSA Marketing Coordinator Institute of International Education
Social Media Revolution A fundamental shift in the way we communicate
EducationUSA.state.gov Source: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Social Media Promotes the Mass Democratization of Information EducationUSA.state.gov
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If the British Monarchy can do it‌
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Our Guiding Principles Live Where Your Audiences Live. Get Connected, Be Relevant, Stay Involved. Keep Them Coming Back For More. Listen, Listen, Listen. Your Name Matters. EducationUSA.state.gov
Key Facts about Social Media • 70% of Facebook users non-U.S. , 60% within 16-25 college age demographic • 70% of YouTube traffic outside the U.S. • 50%+ of all Twitter tweets not in English, 60% of users overseas • 78% of Wikipedia articles not in English, 267+ languages
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Not always the big 3
China – Renren, QQ, 300 million internet users Russia – Vkontakte, Russian language, 111 million users globally Netherlands – Hyves, 11 million (2/3 of Dutch population) Japan – Mixi, but Twitter is about to surpass Mixi in terms of total users Brazil – Orkut, but Facebook & Twitter gaining fast rd
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Facebook UsersCollege Age Demographic Rank
Country
Number of Facebook users Dec 31st 2010
2
Indonesia
32,129,460
22,725,220
71%
6
Philippines
18,901,900
12,978,340
69%
7 9 16 17 18 21 23
Mexico India Malaysia Brazil Taiwan Thailand Poland
18,488,700 17,288,900 9,544,580 8,821,880 8,752,640 6,732,780 4,540,320
11,626,540 13,132,400 6,097,680 4,733,260 5,578,520 4,523,980 2,885,360
63% 76% 64% 54% 64% 67% 64%
25
Peru
3,888,560
2,500,000
64%
EducationUSA.state.gov
Number of FB users between 16-25 years old
% users 16-25 yrs. old
Sources: Nick Burcher, http://www.nickburcher.com/2011/01/facebook-usage-statistics-dec-31st2010.html; Facebook advertising data: http://www.facebook.com/advertising/
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EducationUSA Social Media
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Recommended Reading • Groundswell: Winning in a World Transformed by Social Technologies Charlene Li and Josh Bernoff • @EdUSAtips • @ruthmsylte • @VOAStudentU • @DavidComp (IHEC blog) EducationUSA.state.gov
Questions & Thanks Marty Bennett EducationUSA Marketing Coordinator Institute of International Education mbennett@educationusa.info : www.educationusa.info Skype: iiembennett Twitter: @EdUSAtips http://www.twitter.com/EdUSAtips Blog: http://marketingeducationusa.blogspot.com Facebook: http://facebook.com/martybennett http://facebook.com/EducationUSA EdUSA Connects: http://edusaconnects.acrobat.com/martybennett/