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 University Your Official Source on U.S. Higher Education EducationUSA.state.gov
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
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
Facebook dominates‌
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Source: http://wearesocial.net/blog/2011/11/tweets-english
Where in Asia‌
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… 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) Japan – Mixi but Twitter recently surpassed Mixi in total users Brazil – Orkut but Facebook now #1 & Twitter gaining fast rd
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The China question •
http://mashable.com/2011/11/30/china-social-networking – Youku (YouTube) – Sina Weibo (Twitter) 250 mil users 10/11 – Sina blogs (Wordpress/Blogger) – Renren (Facebook) 31 mil users 4/11 – Kaixin (LinkedIn-type user base) – Douban (social network) 53 mil users 2011
* (just launched) * 22,000 follows * 233,000 blog visits
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*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
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StudentAdvisor – Top 100 Social Media Colleges
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Social Media Dashboard
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The Social Media Dashboard includes the following icons: – Facebook – Twitter – Google+ – YouTube – Flickr – Pinterest – Tumblr – STJBloggers – STJ2GO – STJ Athletics – Instagram
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St. John’s Twitter accounts
Associate Vice President of Enrollment Management at Associate Director at the University Freshman Center St. John's University
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St. John’s University Official Page
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St. John’s University Undergraduate Admission
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St. John’s University Rome Graduate Programs
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Undergraduate Facebook Contest
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Undergraduate St. Patrick’s Day Parade
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Contests for Facebook and Eye of the Storm
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STJBloggers and YouVisit •
Warren Cheung –
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Amanda Pryor –
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St. John’s College of Liberal Arts and Sciences
Adam Sanchez –
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Tobin College of Business
Joseph Reis –
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College of Pharmacy and Allied Health Professions
Jheryl Wilson –
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St. John’s College of Liberal Arts and Sciences
Caitlin Stehling –
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St. John’s College of Liberal Arts and Sciences
Nathali Zamora –
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St. John’s College of Liberal Arts and Sciences
Kayla Solis –
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College of Professional Studies
Matthew Lundy –
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Tobin College of Business
St. John’s College of Liberal Arts and Sciences
Danielle Callier – 18
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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
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Instagram •
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Posted on Twitter: – We've 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
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Twitter - @STJProbTweets •
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I love when STJ sends me enormous scholarship applications the week before they're 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!
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We Need to Pay Attention Since students returning back on campus from Spring Break, the number of fans talking about “St. John’s Problems” has slightly increased.
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中国｜Social Media Outlets
China Media Overview Recommended News Portals: • Sina • QQ • Sohu
Specialized Websites for Overseas Study: • Tigtag • Gter • EOL
Social Networking Websites or Tools: • Renren • Micro-blogs
Professional Website for Studying Abroad: • Zinch
China Media for Schools: News Portal Listed below are the top three News Portals in China—all of which have education and study abroad channels targeting the parents and students who are 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/
China Media for Schools: News Portal Opportunities: Huge Traffic Very Targeted
Cons: Very Expensive
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/
China Media for Schools:
SNS Websites or Tools Renren (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 with friends.
• 2 kinds of promotion on Renren: 1. Renren public page (FREE) 2. Renren CPC » Renren: http://www.renren.com
Weibo, (the equivalent of Twitter in the US) is becoming increasingly popular. People share short messages, videos and pictures, which can be commented on. You can set up an account for free on any of these sites, but attracting a strong following can be difficult 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
China Media for Schools:
SNS Websites or Tools Opportunities: Renren CPC ads is very targeted. You can choose the area age range and interests of your target Spread very fast
Cons: Need to purchase CPC ads Difficult to build a following/takes time to see results Takes a lot of attention and active promoting
China Media for Schools: Zinch A professional website for studying abroad, Zinch China helps Chinese students find undergraduate and graduate programs outside of China, and helps overseas programs 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
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)
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Not Just Where But How % of mobile users who access the web only via mobile phones
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Egypt India South Africa Ghana Indonesia
70% 59% 57% 50% 44%
Source: http://mashable.com/2012/04/11/mobile-advertising-developing-world
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How
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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
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/
For more Asia focused mobile, social & digital data
http://marketingeducationusa.blogspot.com/2012/02/social-media-mobile-trends-in-asia.html Your Official Source on U.S. Higher Education EducationUSA.state.gov
STJ Weekly Tracking Report •
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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) Eye of the Storm – 2,132 vs. 1,907 students with profiles (+225)
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What do US institutions measure?
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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
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Questions & Thanks!
Bryan Gross Associate Vice President, Enrollment Management grossb@stjohns.edu Twitter: @stjbryan
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