infographic | exploring the role of chinese social media in higher education recruitment of students
DESCRIPTION
Analysis on Social Media (Weibo and WeChat) - Higher education recruitment - By Uncle Advertising Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China. For more information, please visit our Linkedin company page Uncle Advertising, follow us on Twitter @ShanghaiUncleAd or drop us an email at [email protected]TRANSCRIPT
An optimized execution of Wechat and Weibo can be an effective way to communicate with Chinese target audiences and support marketing plans
1,354 billionChinese citizens
618 millionInternet users, twice the population of United States
597 millionChinese users are active on microblogs
355 millionWeChat active users worldwide
Chinese consumers read and post reviews online
40%
The internet & social media landscape in China
Exploring the role of Chinese social media in higher education recruitment of students
By Uncle Advertising - May 2014
2XUS
339 600
2012 2013
Chinese students going abroad
In the 1980’s: 1 in 5 Chinese students
attended university
Today: 3 in 5 Chinese high school
graduates are attending a university
Post-graduate College High School
Junior High Elementary
Percent of surveyed wealthy Chinese parents who plan to send their children abroad for an
education during these times.
Chinese students head overseas at younger ages
Overview of Chinese students
450 000
4% 30% 35%
9%21%
In the near future: + 20% per year
USA126.498
Australia87.588
Japan86.553
UK55.496
Germany23.619
Canada20.850
France24.716 South Korea
45.757
Favourite destinations for Chinese students
Chinese students majoring in tourism, luxury, and fashion are flocking to France
to fill luxury’s demand for China know-how
Favourite degree courses
EngineeringBusinessArts
Top reasons for choosing a university
Best institution with strong reputation Specific programs Working opportunities Status seeking Experience abroad Second or third language improvement
Elite universities Better life quality Better education environment Return on investment Status seeking
S
Pare
nts motivations Stud
ents motivations
Money is not an obstacle
Chinese social mediaa key tool to communicate with Chinese students
Internet social media and forum
Word of mouth friends, family and
other students
Harvard
Massachusetts Institute of Technology
Cambridge
University College London
Imperial CollegeLondon
Yale
Stanford
University of Chicago
California Institute of Technology
Oxford
Facebook fansTwitter fansWeibo fansWeChat presence
Presence of TOP 10 Worldwide Universities on social media
1
2
3
4
5
7
8
9
10
6
#
WeiboStudents want to know more about student life
WeChat“Swiss-army knife approach" to social media
chatting, sharing, shopping, gaming and banking platform
How can Wechat features be leveraged to attract Chinese students? Using Wechat as a recruitment platform with the privilege of one to one interaction Integrating an automated FAQ
Use of #hashtag
Broadcast student life, accomplishments
and activities
Posting high value content
photo and videos
How does Michigan State University takeadvantage of WeChat? By improving the quality of life for international students Using the location based service to help students on the campus
Urgent notification:
Hurricane alert
Top 3 BBS - forum seedingBulletin-Board Sites = forums = social spaces built on discussion
iWOM is as important as any branding a firm can engage in, especially when in a market as brand conscious as China.
Informing and interacting with applicants Posting high value content: show richness of a campus through photography, highlighting world class lecturers, and communicating on research projects. Demonstrating the real value of their courses through real-life examples.
Best practices
Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in Chinese social media: Weibo and Wechat.For more information, please visit our linkedin company page Uncle Advertising. (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at [email protected]. Contributors: Elsa Bouillot, Carole Orphelin, Morris Lipman, Josselin Roulet, Debora Rose Murwiki.