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ICEF Monitor recently sat down for a video interview with Mrs Lisa Cynamon Mayers, an academic advisor with Intead (International Education Advantage) in the US. Mayers explains how Intead conducted a mystery shopper experiment in which a Chinese staff member posed as a prospective student. The staffer sent an enquiry email to 30 universities in the US, Australia and Canada in an effort to observe how each would respond to a query from an international prospect. For more information on Intead's services and their mystery shopper experiment, please read our accompanying article ''Mystery shopper experiment reveals best practices in communication strategies'' and watch our video interview here: http://bit.ly/1sVb3JG. And for those of you interested in more tips on effective email communication with student prospects, please see our article “From prospects to enrolments: direct marketing in international recruitment.” http://monitor.icef.com/2013/04/from-prospects-to-enrolments-direct-marketing-in-international-recruitment/.
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ICEF North America Workshop Toronto May 2013 1
www.intead.com 1 7 November 2011
Integrated Digital Marke8ng vs. Social Media Ac8vi8es
Presented at
North America Workshop May 2013 Toronto, Canada
Lisa Cynamon Mayers, Intead Michael Waxman-‐Lenz, Intead
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Presenta8on Agenda Digital marke8ng implementa8on as part of a holis8c strategy
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www.intead.com
0
500
1,000
1,500
2,000
2,500
3,000
Internet Users
Social Media Users
Mobile Users
Source: We Are Social, 2011
In Millions
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Latin
America
Middle
East
Africa
Asia
Europe
US/Canada
Mobile Use % of Population
Smartphone Penetration
Source: TechCrunch, Nov 2011
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Social Media is a Global Phenomenon
60 – 85% of those with social media profiles
log onto their social media plaTorms
EVERY DAY
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The Source of Our Headaches: The Prolifera8on of Marke8ng Channels
Your Website is the founda8on upon which you build
Everything you do drives traffic to your website
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Ford Model T
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Top 10 Most Effec8ve Recrui8ng Prac8ces of 4-‐Year Ins8tu8ons
Source: Stamats Higher Education
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Exemplary Ins8tu8ons
Chinese Language Documents
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What digital marke8ng ac8vi8es do we need?
Email engine with
analy8cs
Website(s) with
analy8cs
Mobile delivery
Publishing tool
Social media
distributor
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A PlaMorm with A Comprehensive View
11All-In-One Text
goes here
Text goes here
Social Media Content
Crea8on
Email & Lead
Nurturing
SEO
Marke8ng Analy8cs
Marke8ng Automa8on
Landing Pages
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Different plaTorms rule in different countries India South Korea China Japan
Global sites preferred Local social networking &
video sites dominate Local search engines and SM networks dominate space
Not very social; Mobile dominates
Source: Web search, 2011; College Board internal analysis
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Digital & Offline Strategies Feed Each Other
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Planning Your Social Media Work
Build Your Own Plan Download this sample worksheet
along with a blank planning grid from our website HERE
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Social Media Implementa8on
Editorial Policies
Content crea8on plan
Integrate feeds with collateral
Clear responsibility assignments
Tracking to jus8fy and improve your efforts
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What We All Want
More well-‐placed
well-‐prepared
interna8onal students
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Contact Michael Waxman-‐Lenz, CEO & co-‐founder, [email protected]
www.Intead.com Intead internal research, documenta8on and digital marke8ng and analy8cs services
Informa8on Sources
Public sources and marke8ng partners:
www.i-‐graduate.com www.emarketer.com
www.wearesocial.com www.adasiaonline.com – 2012 yearbook
Thank you
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AIRC Annual Conference November 2012 26
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Analytics – Free and Data Rich
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Analytics – Free and Data Rich
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Analytics – Deep Geographic Insights
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InternaXonal Alumni – Job LocaXon and FuncXon
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InternaXonal students area
China 197 India 181 Taiwan 135 Korea 131 Japan 75 Mexico 18 Thailand 12 Philippines 11 Vietnam 2
Residing Outside the US: Total = 769
China
India
Taiwan
Korea
Japan
Mexico
Thailand
Philippines
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InternaXonal Alumni – Job LocaXon and FuncXon
