Embed Size (px)
Citation preview
Reputational Campaigns in China By Christian Dougoud EASTWEST Public Relations
• China - Market Overview
Between 1978 and 2011, China sent 2.25 million students abroad.
Source: Caixin “China Becomes World's Top Source of Overseas Students”
Source: Caixin “China Becomes World's Top Source of Overseas Students”
Between 2000 and 2010 the number of Chinese students
abroad grew by 28.2% per year.
Source: Unesco, Global Flow of Tertiary Students. 2013
Top destinations for Chinese students in, 2013
• Decision Making process
Perception of education agencies in China untrustworthy (41%) not trustworthy (9%)
Source: Australian Government Department of Education, “The International Education Market in China”
“half of the families approaching agents have already made some decisions
about where they want to study.
3/4 end up studying in the country about which they first enquired.”
Source: Australian Government Department of Education, “The International Education Market in China”
www.eastwestpr.com
Bangalore | Beijing | Singapore | London
OWNED
Media
EARNED
Media
PAID
Media
• Digital China : Quick Tour
OWNED
Media
Source: http://www.ciccorporate.com/
www.eastwestpr.com
Bangalore | Beijing | Singapore | London
Online Video
Online Marketplace
Microblog
Mobile communication
Search engines
Chinese counterparts
Today China had 460 million
mobile web users.
Source: China Internet Network Information Center
Mobile phone = No. 1 Internet access terminal in China
Source: China Internet Network Information Center
The big players…
Microblog
500 million users
58% UK universities are using Weibo
Source: University World News, “Universities increasingly use Weibo social media to reach China students”
Sina Weibo: Major Universities’ Pages
Verified company account
(requires license)
Latest post
400 million users Available in 100 countries In 15 languages 50% students
Microblog
Why WeChat?
• less ‘fake’ accounts • ‘fans’ can be segmented
Your University Public Account
Subscription
One-to- one
One-to- many
Geo location based
Example: Oxford University
Contact Official announcement Events Internship opportunities Campus News
• Earned Media
Earned
Media
CCTV 13 broadcasted news about Zhang Haidi receiving an Honorary Degree at the York China Graduation Ceremony.
The University of York Celebrates its 50th Anniversary in Beijing
Source: University of York, Case study
• New opportunities…
China to lift ban on Facebook – but only within Shanghai free-trade zone
Source: South China Morning Post, “China to lift ban on Facebook – but only within Shanghai free-trade zone”
Conclusion:
Don’t rely on agents and fairs only to build your reputation in China
To reach Chinese students: THINK DIGITAL
Senior executive training programs is a new opportunity
Find more on our blog:
www.eastwestpr.com
Director, International
London, UK
Mob: +44 (0)74 5370 6475
Christian Dougoud
www.eastwestpr.com
Bangalore | Beijing | Singapore | London
• 18 years experience in Asia
• 400+ clients and counting
• Affiliates in 12 Asian countries
Company overview
EASTWEST PR is a public relations agency based in Asia since 1995,
with offices in Bangalore, Beijing, London and Singapore.
