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Digital marketing and social media in China is a critical aspect for universities to manage as part of their student recruitment activities. Learn about differences between the U.S. and Chinese social media environment.
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7 November 2011 1
Digital Media & Strategy in China: The Why & How to Make It Work
Presented at
Ohio Drive-‐in May 4, 2012 Columbus, Ohio
Lisa Cynammon Mayers, Intead Michael Waxman-‐Lenz, Intead
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AGENDA A few macro facts
The significant players Importance of Social Media and Mobile
Highest use digital media tools for student recruitment
How to approach China Do this, but DON’T do that Finding out how your brand presents in China
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Source:hPp://www.slideshare.net/wearesocialsg/we-‐are-‐socials-‐guide-‐to-‐social-‐digital-‐and-‐mobile-‐in-‐china-‐dec-‐2011-‐10474962
China is big and has impressive staUsUcs for many services, but the important quesUon for us as marketers and recruiters for universiUes is: How important is digital for school searching for students, parents? Why that maPers – Let’s take a closer look CLICK to circle the No Access Text
NoUce here MORE Social Network than Internet users DRIVEN BY MOBILE. And how’s this for perspecUve? Remember that the enUre US populaUon is 300M people.
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UniversiKes’ favorite markeKng and communicaKons tools are blocked in the Chinese market
So what are the Chinese accessing online? .
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YouTube is blocked in China YET Video is extremely important. 26.5 million visitors daily.
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Social Media
Microblogs Tencent (QQ), Weibo, Sina Weibo
Social Networks Qzone, RenRen
Video Sharing Youku, Tudou
Publishing Baidu Baike
China has a large number of home grown soluUons and they are different from our U.S. services. BIG difference to other internaUonal recruiUng markets (for example, India; Facebook, LinkedIn, YouTube have a large following. Vietnam – different. Brazil – Google’s Orkut.
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For comparison, TwiPer has 140M acUve users worldwide [source: TwiPer] Facebook has 850M registered users worldwide [source: Mashable.com]
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Example of a website display in Cina – TOP 50 U.S. research university
CLICK to circle the No Access T Why that maPers – Let’s take a closer look CLICK to circle the No Access Text to have Chinese TranslaUon get bigger
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Example of a website display in China – TOP 50 U.S. research university
CLICK to circle the No Access T CLICK to have Chinese TranslaUon get bigger SAY “What does that say?” to have Chinese TranslaUon get bigger
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Example of a website display in China – TOP 50 U.S. research university
CLICK to circle the No Access T CLICK to get English TranslaUon to have Chinese TranslaUon get bigger
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Example of a website display in China – TOP 50 U.S. research university
Cannot display this webpage
With the www.youtube.com connecKon has been interrupted.
The following are some suggesKons:
Later please reload this webpage. Please check your Internet connecKon, restart you may be using any router, modem and other network equipment. "Google Chrome browser" as allows the program to add to your firewall or anKvirus so^ware se_ngs. If it is allowed to program, try from allowing the program list will be deleted, and then add it again. If you use a proxy server, please check your proxy se_ngs or contact your network administrator, in order to ensure the normal work of the proxy server. If you think that we should not use a proxy server, please adjust your proxy se_ngs : to the wrench Menu > Se_ngs > Advanced OpKons > change proxy se_ngs... > LAN se_ngs, uncheck" use a proxy server for your LAN" checkbox.
CLICK to circle the No Access T SAY “Basically, Your technology is not working” to have Chinese TranslaUon get bigger
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Social Media Use: Geography and Age
CLICK to circle the No Access T Just like the US, different social media tools have different followings – LinkedIn has career focused professionals, Facebook is more inclined toward family/social acUvity. ” to have Chinese TranslaUon get bigger
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CLICK to circle the No Access T How Many Registered Users and Who Are They ?
Ren Ren is the social media network we recommend as a starUng point for reaching college bound students in China. to have Chinese TranslaUon get bigger
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Is Mobile Important in
China?
YES
CLICK to circle the No Access T MOBILE IS A MUST HAVE -‐-‐-‐ mobile apps, mobile websites Mobile adapted delivery is criUcal for your content. Mobile handsets and tablet computers are a frequent access point for your content.
to have Chinese TranslaUon get bigger
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Consider how you can maintain mulKple touch points.
CLICK to circle the No Access T
• Similar to Linked IN, Facebook, Google +
• Find out what is the best social network to reach your target audience
• Repost your content in mulUple locaUons
• Consider internal staff support or outsourced assistance to manage your outreach and content flow
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Branded Pages: InsKtuKon Logo
Member Posts Member List
CLICK to circle the No Access T Ren Ren Pages Mimic Facebook
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On Ren Ren 25 Ohio InsKtuKons have been menKoned
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• Bowling Green State University • Case Western Reserve
University • Cleveland State University • Kent State University • Miami University Oxford • Ohio State University • Ohio University • Union InsUtute • University of Akron • University of CincinnaU • University of Dayton • University of Toledo
• Wright State University • Denison University • Heidelberg college • MariePa College • Oberlin College • Tiffin University • College of Wooster • Kenyon College • Ohio Wesleyan University • WiPenberg University • University of Findlay • Ashland University • Ohio Northern University
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Only 2
seem to have official sites
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• Bowling Green State University • Case Western Reserve
University • Cleveland State University • Kent State University • Miami University Oxford • Ohio State University • Ohio University • Union InsUtute • University of Akron • University of CincinnaU • University of Dayton • University of Toledo
• Wright State University • Denison University • Heidelberg college • MariePa College • Oberlin College • Tiffin University • College of Wooster • Kenyon College • Ohio Wesleyan University • WiPenberg University • University of Findlay • Ashland University • Ohio Northern University
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Consider your audience
Who are you trying to reach? Where are you reaching the user? How are you reaching the user?
Recruiters: IRRESPECTIVE whether you are using recruiters -‐-‐-‐ they are a powerful force in the decision making process. 2 out of 3 Chinese student applicants rely on the help of a recruiter. Top Three Reasons Students Seek Guidance 1)LiPle knowledge of college app process (72% of respondents) 2. LiPle knowledge of
US visa process 3) LiPle knowledge of US higher ed insUtuUons Parents: Most do not speak English and will not understand or use your website in English. NO college tour, no alumni, no regional affinity. How can parents convey that their children are going to a “great place” YOU need to provide the talking points Your message, your collateral, your digital presence needs to give parents the pride, the bragging points that make them feel great about their child’s plans.
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Yes, Chinese people know how to use translaKon tools, but…You want to show respect, interest and dedicaKon.
What can you do: Examples of concrete steps • Create Mandarin Wikipedia version (if it does not exist)
• Assure delivery of your web content into China • Create dedicated landing pages for Chinese prospects • Create Mandarin language content secUons on your website
• Ease into social media involvement with one tool at a Ume and build
Relying on translaUon tools misses the point of reaching a target audience – what markeUng is all about. In social media jargon, that’s a “MarkeUng Fail.”
CreaUng content in Mandarin shows your respect, interest and dedicaUon.
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More RecommendaKons: Building and supporKng your brand awareness
• Be present with a professional, relevant, local language presence
• Support your off-‐line markeUng with digital (and offline material)
• Become acUve in the social media conversaUon • Create a posiUve voice, success stories – remember that liPle
informaUon is published about most universiUes. So a negaUve voice can affect your reputaUon significantly
• NONE of these efforts alone will offset or replace your personal recruitment touch, the school’s academics and student’s success and your resulUng word-‐of-‐mouth reputaUon
Provide example from 1POINT3Acres – like CHASETHEDREAM. some negaUve online reach results about xxx:1) Cleveland is not a good place to live and to get a job.2) xxx is a place for “nerds” who know nothing but their academic studies.3) xxx students have a great amount of pressure from their classmates as well as from the teaching/learning style of the college. It is very common for xxx students to stay up all night, and xxx professors are just spoon-‐feeding the students. The poster concludes that, if a Chinese student works so hard but sUll can’t be opUmisUc about gevng a job there, why to choose xxx?
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Use Digital AnalyKcs to Make Decisions
AnalyUcs provide you with regular worldwide insights on your digital investments whether in China or elsewhere (including the United States)
MenUon digital orientaUon and the analyUcs elements. DIGITAL MARKETING IS HIGHLY Measurable.
Conduct a digital media audit to know where your brand stands: • Do Chinese ISPs provide access to your site? How much of it? • What kind of results come up on Chinese search engines? • What are my alumni, prospects, parents saying about my school on social media sites?
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AudiKng Your Brand’s Online Presence in China
• Find out which Chinese ISPs are able to access your website
• Understand what happens to your website’s links to Facebook, Google maps, YouTube, etc.
• Evaluate comments on Chinese social media – Alumni and prospecUve student acUvity
• Understand results from major Chinese search engines – how people find you
Check the technical availability of your websites and the various features on your website Check the search results in major search engines Look for use of your brand on Chinese web properUes Review the parUcipaUon of your alumni on social networks Review major college blogging sites for entries concerning your university We provide a summary report card and recommendaUons
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Contact Michael Waxman-‐Lenz, CEO & co-‐founder, [email protected]
• www.Intead.com – Intead internal research, documentaUon and services
InformaKon Sources
Public sources and markeUng partners:
• www.emarketer.com • www.wearesocial.com
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What We All Want
More well-‐placed
well-‐prepared
internaUonal students
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Thank you
