Take Your Social Media Recruitment to the Next Level: Market, Manage & Track Your Community

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    21-Jan-2015

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Learn how to better apply social media tools to your work and broaden the impact of recruitment efforts overseas. This session provides an advanced look at social media management tools, highlights important trends to follow, and explores specific examples of ways to become better engaged with the conversations happening online.

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<ul><li> 1. Take the Next Stepwith Social Media:Market, Manage, and Track YourCommunity Marty Bennett, Outreach Coordinator Global EducationUSA Services, Institute of International EducationBryan Gross, Associate Vice President Enrollment Management, St. Johns UniversityYour Official Source on U.S. Higher EducationEducationUSA.state.gov</li></ul> <p> 2. Social Media MMA Marketing Identifying where to be, Curating content,creating conversations Management Scheduling posts, monitoring platforms Analytics Determining success, tracking effectivenessYour Official Source on U.S. Higher EducationEducationUSA.state.gov 3. 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.govEducationUSA.state.gov 4. Facebook dominatesYour Official Source on U.S. Higher Education 5. Your Official Source on U.S. Higher EducationEducationUSA.state.govSource: http://wearesocial.net/blog/2011/11/tweets-english 6. Where in AsiaYour Official Source on U.S. Higher Education 7. but not always the big 3 China Renren, QQ, &amp; others: 500+ million internet users Russia Vkontakte, Russian language, 111 million users globally Netherlands Hyves, 11 million (2/3 of Dutch population)rd Japan Mixi but Twitter recently surpassed Mixi in total users Brazil Orkut but Facebook now #1 &amp; Twitter gaining fastYour Official Source on U.S. Higher EducationEducationUSA.state.gov 8. The China question http://mashable.com/2011/11/30/china-social-networking Youku (YouTube)* (just launched) Sina Weibo (Twitter) 250 mil users 10/11 * 22,000 follows Sina blogs (Wordpress/Blogger) * 233,000 blog visits Renren (Facebook) 31 mil users 4/11 Kaixin (LinkedIn-type user base) Douban (social network) 53 mil users 2011 *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/travelquestions from our EdUSA team in BeijingYour Official Source on U.S. Higher EducationEducationUSA.state.gov 9. StudentAdvisor Top 100 Social Media Colleges9 Prepared by: Office of Enrollment 5/30/2012 Management (so) 10. Social Media DashboardThe Social Media Dashboard includes the following icons: Facebook Twitter Google+ YouTube Flickr Pinterest Tumblr STJBloggers STJ2GO STJ Athletics Instagram10Prepared by: Office of Enrollment 5/30/2012 Management (SO) 11. St. Johns Twitter accountsAssociate Vice President of Enrollment Management at Associate Director at the University Freshman CenterSt. Johns University 11Prepared by: Office of Enrollment5/30/2012Management (so) 12. St. Johns University Official Page12Prepared by: Office of Enrollment 5/30/2012 Management (SO) 13. St. Johns University Undergraduate Admission13 Prepared by: Office of Enrollment 5/30/2012Management (SO) 14. St. Johns University Rome Graduate Programs14 Prepared by: Office of Enrollment 5/30/2012Management (SO) 15. Undergraduate Facebook Contest15 Prepared by: Office of Enrollment 5/30/2012Management (SO) 16. Undergraduate St. Patricks Day Parade16 Prepared by: Office of Enrollment 5/30/2012Management (SO) 17. Contests for Facebook and Eye of the Storm17 Prepared by: Office of Enrollment 5/30/2012Management (so) 18. STJBloggers and YouVisit Warren Cheung Tobin College of Business Amanda Pryor College of Professional Studies Matthew Lundy St. Johns College of Liberal Arts and Sciences Kayla Solis St. Johns College of Liberal Arts and Sciences Nathali Zamora St. Johns College of Liberal Arts and Sciences Caitlin Stehling College of Pharmacy and Allied HealthProfessions Jheryl Wilson Tobin College of Business Joseph Reis St. Johns College of Liberal Arts and Sciences Adam Sanchez St. Johns College of Liberal Arts and Sciences Danielle Callier College of Professional Studies 18Prepared by: Office of Enrollment 5/30/2012Management (so) 19. Pinterest Boards Academics &amp; Schools Faith &amp; 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 Campuses19Prepared by: Office of Enrollment 5/30/2012 Management (so) 20. Instagram Posted on Twitter: Weve 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 campususing Instagram . Pictures are so important toperspective students20Prepared by: Office of Enrollment 5/30/2012 Management (so) 21. Twitter - @STJProbTweetsI love when STJ sends me enormous scholarship applications the week before theyre due. Thanks for nothing! @STJProbTweetsWhen you get chased down by a giant blood drop. @STJProbTweetsAnyone else pull the ole all nighter catch up on studies bc you slacked the whole week? Gotta love delirious Mondays!21Prepared by: Office of Enrollment 5/30/2012 Management 22. We Need to Pay AttentionSince students returning back on campus from Spring Break, the number of fanstalking about St. Johns Problems has slightly increased.22Prepared by: Office of Enrollment 5/30/2012 Management (SO) 23. Social Media Outlets 24. China Media OverviewRecommended News Portals: Sina QQ SohuSpecialized Websites for Overseas Study: Tigtag Gter EOLSocial Networking Websites or Tools: Renren Micro-blogsProfessional Website for Studying Abroad: Zinch 25. China Media for Schools: News PortalListed below are the top three News Portals in Chinaall of which haveeducation and study abroad channels targeting the parents and students whoare 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/ 26. China Media for Schools: News PortalOpportunities: Huge Traffic Very TargetedCons: Very Expensive 27. China Media for Schools: Specialized Websites for Oversea StudyTigtag, EOL, and Gter are specialized websites for oversea study. They provideprofessional information on studying and life abroad, as well as forums fordiscussion and sharing. Tigtag: http://www.tigtag.com/ EOL: http://www.eol.cn/ Gter: http://www.gter.net/ 28. China Media for Schools:SNS Websites or ToolsRenren (the equivalent of Facebook in the U.S.) is the largest social website in China.Peopleespecially studentsspend much time on the website talking and sharing withfriends. 2 kinds of promotion on Renren:1. Renren public page (FREE)2. Renren CPC Renren: http://www.renren.comWeibo, (the equivalent of Twitter in the US) is becoming increasingly popular. Peopleshare short messages, videos and pictures, which can be commented on. You can set upan account for free on any of these sites, but attracting a strong following can bedifficult 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 29. China Media for Schools: SNS Websites or ToolsOpportunities: Renren CPC ads is very targeted. You can choose the area age range and interests of your target Spread very fastCons: Need to purchase CPC ads Difficult to build a following/takes time to see results Takes a lot of attention and active promoting 30. China Media for Schools: ZinchA professional website for studying abroad, Zinch China helps Chinese studentsfind undergraduate and graduate programs outside of China, and helps overseasprograms find best-fit Chinese students. It is now the largest online social network in China for students interested inoverseas study with more than 200,000 active users. Students and parents use Zinch China for free to search for schools and interactdirectly with overseas admissions officers. Zinch offers paid search, branding, and marketing services to US Universities andColleges. Zinch China is 100% American owned, with headquarters in San Francisco. www.zinch.cn 31. China Media for Schools: Zinch Channels within Zinch reaching200,000+ users: Zinch newsletter Zinch renren public page Zinch campaign message Banners and links on zinch.cn Channels outside Zinch reaching20,000+ Search Engine Marketing (Baidu) Micro-blog Marketing (Sina, Sohu, Tencent, RenRen) 32. Your Official Source on U.S. Higher EducationEducationUSA.state.gov 33. Your Official Source on U.S. Higher EducationEducationUSA.state.gov 34. Your Official Source on U.S. Higher EducationEducationUSA.state.gov 35. Your Official Source on U.S. Higher EducationEducationUSA.state.gov 36. Not Just Where But How% of mobile users who access the web only via mobile phones Egypt 70% India 59% South Africa57% Ghana 50% Indonesia 44% Source: http://mashable.com/2012/04/11/mobile-advertising-developing-worldYour Official Source on U.S. Higher EducationEducationUSA.state.gov 37. HowYour Official Source on U.S. Higher Education 38. Indonesia Top two social media outlets: Facebook 72% of users 16-25 76% of all Indonesian with Internet access areon Facebook Twitter19+ million users Indonesian youth is championing mobile socialfrom We are Socials report Twitter the new BBM Local language content Your Official Source on U.S. Higher Education EducationUSA.state.gov 39. 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.govSource: We are Social Social, Digital, &amp; Mobile in Indonchina:http://wearesocial.net/blog/2011/12/social-digital-mobile-indochina/ 40. For more Asia focused mobile, social &amp; digital datahttp://marketingeducationusa.blogspot.com/2012/02/social-media-mobile-trends-in-asia.htmlYour Official Source on U.S. Higher EducationEducationUSA.state.gov 41. STJ Weekly Tracking Report Official Facebook page for St. JohnsUniversity 8,908 vs. 8, 870 fans (+38) Undergraduate Admission Facebook fanpage 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)Undergraduate Admission Facebook fan page Eye of the Storm 2,132 vs. 1,907 students with profiles (+225) 41Prepared by: Office of Enrollment 5/30/2012Management (SO) 42. 42 Prepared by: Office of Enrollment 5/30/2012Management (so) 43. 43 Prepared by: Office of Enrollment 5/30/2012Management (so) 44. Your Official Source on U.S. Higher EducationEducationUSA.state.gov 45. What do US institutionsmeasure?Your Official Source on U.S. Higher EducationEducationUSA.state.gov Source: .eduGuru http://doteduguru.com/id6927-results-the-state-of-higher-ed-social-media-2011.html 46. Your Official Source on U.S. Higher EducationEducationUSA.state.gov 47. Defining Thought on ROI Are you using social media to blare yourmessage, or are you taking the time tocreate connections that pay off with realresults. Mike Petroff (.eduGuru) White paper on: Why your schools socialmedia strategy is falling behind Source: http://www.fathomseo.com/resources/guides/social-media-marketing.asp Your Official Source on U.S. Higher Education EducationUSA.state.gov 48. Questions &amp; Thanks!Bryan GrossAssociate Vice President, Enrollment Managementgrossb@stjohns.eduTwitter: @stjbryan Your Official Source on U.S. Higher Education EducationUSA.state.gov </p>