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Tailoring Your Social Media Strategy to Recruit International Students

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Tips and insights for schools looking to create social media marketing campaigns that attract and engage international audiences.

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Tailoring Your Social Media Strategy to Recruit International Students

  1. 1. Tailoring Your Social Media Strategy to Recruit International Students
  2. 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
  3. 3. Benefits of Social Media Marketing for Schools
  4. 4. Social Media is a Global Phenomenon Wearesocial.com
  5. 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
  6. 6. Core Elements of a Social Media Strategy
  7. 7. Start by Defining Your International Personas Segment prospects by: program, level, source country, etc. & Research their distinct characteristics
  8. 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
  9. 9. Consolidate Data into Profiles PROSPECTIVE INTERNATIONAL STUDENT
  10. 10. Tap Into Common Interests, Goals, and Desires
  11. 11. Address Common Pain Points
  12. 12. Develop Key Messages
  13. 13. Use Personas to Focus Your Social Initiatives
  14. 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
  15. 15. #1 Social Networks Around the World vincos.it
  16. 16. Facebook Reach by Country Wearesocial.com Top 5 Countries: 1.Netherlands 2.Germany 3.France 4.New Zealand 5.Belgium
  17. 17. Instagram Penetration Around the World Wearesocial.com Top 5 Countries: 1.Sweden 2.Turkey 3.Singapore 4.Saudi Arabia 5.Australia
  18. 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. 19. Post When International Prospects are Online Software like HubSpot allows you to schedule your posts in advance to maximize engagement
  20. 20. Should You Post in Different Languages? English Spanish
  21. 21. Include Translations on Instagram Posts English English & Portuguese
  22. 22. Use Visual Posts with Simple Language
  23. 23. Chinese Social Media Banned Sites Domestic alternatives
  24. 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. 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. 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. 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
  28. 28. Setting Up WeChat Tabs Slide 28
  29. 29. WeChat Publishing Slide 29
  30. 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. 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
  32. 32. Weibo: Overview Slide 32
  33. 33. Weibo Admin: Data & Reports Slide 33
  34. 34. Creating Social Media Content for Each Stage of the Booking Journey
  35. 35. The Awareness Stage
  36. 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. 37. Share Your Website Content on Social Media Publish content on your website Share on Facebook Share on Twitter
  38. 38. Showcase Your Location as a Study Destination What can your city offer that nowhere else can?
  39. 39. Feature Photos From Trips and Activities
  40. 40. Use Popular #Intled Hashtags Hashtag campaigns like #weareinternational and #youarewelcomehere have become popular across the international education community
  41. 41. Use Hashtags in Your Target Market’s Language
  42. 42. Stories On Facebook and Instagram Stories combine text, visuals and effects into a scrolling slideshow
  43. 43. Add CTAs, Polls, Questions to Encourage Engagement Poll Fillable Q&A
  44. 44. Creating Social Media Content for The Consideration Stage
  45. 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. 46. Offer Tips for Study and Travel Use universal visuals to aid understanding
  47. 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. 48. Stream Live Tours and Q&As from Your School Answer questions from your prospective students in real time
  49. 49. No. 1 Instant Messenger Platforms by Country Wearesocial.com Facebook Messenger, WhatsApp, and WeChat are all popular among international students
  50. 50. Direct Messaging for International Prospects Include DM info on your website
  51. 51. Connect with Facebook Users on Messenger
  52. 52. Creating Social Media Content for The Decision Stage
  53. 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
  54. 54. Use Student Testimonials as Social Proof
  55. 55. Encourage Graduates to Leave Reviews on Facebook Make an effort to respond to both positive and negative reviews on Facebook
  56. 56. Drive Students Towards Booking on Social Remind prospects about upcoming start dates and booking deadlines
  57. 57. Creating Social Media Content for Enrolled Students
  58. 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
  59. 59. Post Helpful Local Info for Your Current Students
  60. 60. Put Your Current Students Front and Centre Feature current students from the countries and regions you are targeting
  61. 61. Build Your Brand with Simple Social Contests
  62. 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?
  63. 63. Social Engagement vs Conversions
  64. 64. Facebook Ads Can Drive Inquiries
  65. 65. Desktop View Mobile View 65 Use Responsive Landing Pages for Your Campaigns
  66. 66. Use Detailed Targeting to Reach Your Prospects
  67. 67. Choose Your Ad Placement Newsfeed Mobile Newsfeed Desktop Messenger
  68. 68. Choose Your Ad Placement Marketplace Desktop Marketplace Mobile Stories
  69. 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.
  70. 70. 70 Monitor the Performance of Your Ads by Placement
  71. 71. Measure Your Facebook Ad Results
  72. 72. Measure the Social Activity Directed to Your Website
  73. 73. Drilldown in your Facebook Activity
  74. 74. Drilldown in your Facebook Activity
  75. 75. Drilldown in your Instagram Activity
  76. 76. Review Your Facebook Reach by Location
  77. 77. Monitor Organic and Paid Post Reach
  78. 78. Monitor Performance on Instagram
  79. 79. Monitor Followers on Instagram Followers by City or Country Times Your Followers are online
  80. 80. Monitor Follower Demographics on Instagram
  81. 81. Integrate your Social Ads to your CRM
  82. 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. 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?