2. • Social media strategy basics
• Defining your international personas
• Creating social media content for an
international audience
• Chinese social media
• Multilingual social media advertising
• Measuring the success of your social
media campaigns
Today’s Presentation
5. Social media amplifies your
school’s brand, provides
communities for engaging
personas, helps promote
your content, & supports
SEO
Social Media as a Decision Engine in Education
www.chegg.com
7. Start by Defining Your International Personas
Segment prospects by:
program, level, source
country, etc. &
Research their distinct
characteristics
8. Persona Research Tools
1. Survey your admissions & recruitment team for their insights
2. Survey/poll your students & alumni directly
3. Use journey-mapping/heat-mapping to track key touchpoints
4. Conduct market research to better understand what is impacting
decision-making
14. • Choose The Right Platforms
• Post at the right time of day
• Consider multilingual content
• Use a mix of different content types
Social Media Tactics for International Audiences
16. Facebook Reach by Country
Wearesocial.com
Top 5 Countries:
1.Netherlands
2.Germany
3.France
4.New Zealand
5.Belgium
17. Instagram Penetration Around the World
Wearesocial.com
Top 5 Countries:
1.Sweden
2.Turkey
3.Singapore
4.Saudi Arabia
5.Australia
18. Why Use Stories?
Source: MediaKix
“The Stories format is
on a path to surpass
feeds as the primary
way people share
things with their
friends sometime next
year.”
Facebook Chief Product Officer Chris
Cox, 2018
19. Post When International Prospects are Online
Software like HubSpot allows you to schedule your posts in
advance to maximize engagement
24. What is WeChat?
• China’s “App for
Everything”- includes
instant messaging, a
social network, and
an e-commerce
platform
• Over 1 billion daily
active users
• Owned by Tencent
(who also own
QQ/Qzone)
25. Requirements to open a WeChat Account
– Official company certificate/business license
– Chinese business entity needed for verified
accounts
– Operator ID
– Operator mobile number
– WeChat ID linked to a bank account
– Company’s bank account
Slide 25
26. WeChat Official Account Types
Subscription account:
• Better for businesses that want to put out content on a more
regular basis
• One (1) publishing per day is allowed
• This is the ideal account for schools
Service account:
• Provides more powerful business service and user
management capabilities for enterprises and organizations
• Four (4) publishing per month is allowed
Slide 26
27. Official Account Admin & Operator
• Admin & Operator refer to the personal
WeChat IDs linked to the WeChat Account,
including:
– 1 Admin WeChat ID
– 5 permanent Operator IDs
– 20 temporary (valid in one month) Operator IDs
Slide 27
30. Slide 30
• Weibo is the Chinese
word for
“microblogging”
• Very similar to Twitter
• Sina Weibo is one of
the most popular sites
in China, used by over
30% of Internet users
Weibo: Chinese Microblogging
31. Weibo Account Registration
• Personal Account: personal email address or mobile number.
• Official Account:
– Business license and official seal
– Pass the verification by National Administration for Code Allocation
to Organization
– Other documents may be required if the Weibo Official Account
Name is different from the name displayed on the business license
Slide 31
36. Social Media Content Ideas for The Awareness Stage
• Share website content to drive prospects to your site
• Showcase your location as a study destination
• Highlight tourist attractions, trips and activities
• Use popular hashtags to increase your visibility
• Create Stories
37. Share Your Website Content on Social Media
Publish content on your website Share on Facebook Share on Twitter
38. Showcase Your Location as a Study Destination
What can your
city offer that
nowhere else
can?
40. Use Popular #Intled Hashtags
Hashtag campaigns like
#weareinternational
and
#youarewelcomehere
have become popular
across the international
education community
45. Social Media Content Ideas for The Consideration Stage
• Focus on preparing students for study/travel
• Offer online campus tours for international
students
• Stream live tours/Q&As for prospects
• Use direct messaging to respond to inquiries
46. Offer Tips for Study and Travel
Use universal
visuals to aid
understanding
47. Video Campus Tours on Social Media
International
students don’t
get the chance to
visit your school
before booking.
Virtual tours can
give them a
window into what
to expect.
48. Stream Live Tours and Q&As from Your School
Answer questions
from your
prospective
students in real
time
49. No. 1 Instant Messenger Platforms by Country
Wearesocial.com
Facebook Messenger,
WhatsApp, and WeChat
are all popular among
international students
53. Social Media Content Ideas for The Decision Stage
• Offer ‘social proof’ to gain an edge on your
competitors
• Encourage your current students to leave reviews
• Focus on more direct content that drives students
towards booking
58. Social Media Content for Enrolled Students
• Provide helpful local info for your current
students
• Feature them in your posts
• Encourage them to share photos through
contests
62. Planning Your Social Media Advertising
• Social Ads: engagement vs conversions
• Should you run your campaigns in English or in the
local language?
• Do you have the internal resources to follow up
with inquiries that come-in from the local
languages?
• What network should you use to reach your
potential students?
• To which page should you direct users to?
67. Choose Your Ad Placement
Newsfeed Mobile Newsfeed Desktop Messenger
68. Choose Your Ad Placement
Marketplace Desktop Marketplace Mobile Stories
69. 69
It All Comes Down to Measurement
• What kind of ROI are you getting from social media ads?
• How well do your social channels drive traffic to your website?
• How visible is your social presence in your target market?
• Are your social media posts performing?
Your social media data can help you answer all of these questions.
82. 82
Recap
• Align your social media strategy with your target personas
• Think carefully about your choice of channels, language, and post schedule
• Create social content for every stage of the booking journey
• Supplement your organic efforts with paid social advertising
• Measure your results for continuous improvement
83. I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?
Hinweis der Redaktion
I would leave this. It’s a lot cleaner than the slide from the older version and gets its message across well.
I think this is fine, it definitely lays out the process more clearly that the old one.
I’ve used our mature student persona for Falmouth for this as I feel it’s a high caliber school and the mature student is an easily identifiable demographic everyone in the audience will have dealt with
I’ve used our mature student persona for Falmouth for this as I feel it’s a high caliber school and the mature student is an easily identifiable demographic everyone in the audience will have dealt with
The Admin WeChat ID can do any operation on the official account admin platform, such as create menus, edit tabs, post messages, change settings; he/she can invite other WeChat IDs as operators to access the admin platform and give them certain permissions. However, those to be invited must have a personal WeChat ID linked to his/her bank account; otherwise they will be asked to provide a SMS verification code from the Admin every time when login.
This slide was good I just updated it with an example from Concordia
This is a decent tip, replaced the image with university of washington Facebook contest post which invited students to share photos from their study abroad program
This is a decent tip, replaced the image with university of washington Facebook contest post which invited students to share photos from their study abroad program
This is a decent tip, replaced the image with university of washington Facebook contest post which invited students to share photos from their study abroad program