social media success in international student recruitment
DESCRIPTION
How to define success using social media in international student recruitment is a tricky question, and one that is increasingly getting asked. Where should you start? What platforms do students prefer to use? Which ones are used for US college search information? What times are they on these platforms? What do they want to hear? How can EducationUSA help? These questions and more will be addressed in the course of this webinar geared toward international admissions professional at U.S. colleges and universities.TRANSCRIPT
![Page 1: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/1.jpg)
SOCIAL M
EDIA S
UCCESS IN
INTERNATIO
NAL STUDENT
RECRUITMENT
![Page 2: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/2.jpg)
INTRODUCTIONS
• Kevin Barta, Program Officer, EducationUSA Branch, Bureau of Educational & Cultural Affairs, U.S. Department of State
• Marty Bennett, Outreach Coordinator, Global EducationUSA Services, Institute of International Education
![Page 3: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/3.jpg)
WHAT IS EDUCATIONUSA?
• A U.S. Department of State supported network of hundreds of advising centers worldwide
• Advisers work in U.S. embassies and consulates, Fulbright commissions, NGO’s, universities, etc.
![Page 4: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/4.jpg)
U.S. DEPARTMENT OF STATE PERSPECTIVE
• Rise of ‘digital diplomacy’ or ‘twiplomacy’o Expand our public diplomacy ability by engaging directly
with the public around the world.
• All U.S. embassies and consulates worldwide are now on social media.
• Over 1,000 State Department staff now engaged in social media activities.
• Social media courses provided at Foreign Service Institute.• Over 30 Million+ followers on State Dept. social media
platforms worldwide.• Also engaging with other governments around the world on
social media.
![Page 5: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/5.jpg)
WHAT DO WE MEASURE?WHAT CONSTITUTES SUCCESS
• Measuring success can be a difficult endeavor in public diplomacy in general.
• Measuring for success:o Follows (followers, likes, etc. use to be one of the
primary ways success was measured, but this does not go far enough).
o Analyzing user engagement, click-throughs, sentiment, evaluate against previous numbers, etc.
Using tools such as Hootsuite, Mention, Topsy, Crowdbooster, etc.
o Setting goals for platforms or special campaigns against benchmarks from previous programs, other accounts, etc.
![Page 6: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/6.jpg)
12 MILLION+ CONTACTS IN 2013
![Page 7: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/7.jpg)
GLOBAL SOCIAL MEDIA, MOBILE, DIGITAL DATA
![Page 8: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/8.jpg)
GLOBAL SOCIAL MEDIA DATA
![Page 9: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/9.jpg)
GLOBAL SOCIAL MEDIA DATA
![Page 10: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/10.jpg)
GLOBAL MOBILE DATA
![Page 11: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/11.jpg)
EDUCATIONUSA PRIMARY SOCIAL MEDIA
![Page 12: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/12.jpg)
EDUCATIONUSA SOCIAL MEDIA 2013
![Page 13: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/13.jpg)
GLOBAL SOCIAL MEDIA SURVEY 2013
• Began late May 2013
• Tracking students per country
• 100+ nations responded
• Assesses how, when, and on what devices students use social media including US college & university sites
![Page 14: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/14.jpg)
![Page 15: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/15.jpg)
![Page 16: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/16.jpg)
![Page 17: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/17.jpg)
GLOBAL SOCIAL MEDIA SURVEY RESULTS
![Page 18: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/18.jpg)
GLOBAL SOCIAL MEDIA SURVEY RESULTS
![Page 19: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/19.jpg)
GLOBAL SOCIAL MEDIA SURVEY RESULTS
![Page 20: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/20.jpg)
GLOBAL SOCIAL MEDIA SURVEY RESULTS
![Page 21: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/21.jpg)
![Page 22: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/22.jpg)
EDUCATIONUSA GLOBAL SOCIAL MEDIA SURVEY: WHAT THE DATA SHOWS
• Social media is key to student communications Most have 2-3 accounts – 91% have Facebook
• Students look primarily online for US college info Over 70% use social media to find info about institutions
• Greater majority interact directly with institutional social media They want:
to see aid availableAsk questions/get answers
• While PCs & laptops are still dominant way students access social media, mobile phones (increasingly smart phones) are used by nearly 50%
![Page 23: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/23.jpg)
GLOBAL SOCIAL MEDIA SURVEY TAKE-AWAYS
• Know Where Your Students “Live” Online
• Focus Your Attention Accordingly
• Provide Opportunities to Interact
• Engage in Conversations
• Start Thinking Mobile
• Time/Target Your Messages
![Page 24: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/24.jpg)
• Images, quotes, photos most impactful videos
• Largest single referral source of traffic to the EducationUSA site
• Most active of all EducationUSA social media platforms
• Early in 2014, the EducationUSA Facebook page broke the 100,000 barrier
• https://www.facebook.com/lists/10100743331943828
![Page 25: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/25.jpg)
• https://twitter.com/EdUSAtips/educationusa/members
• Event-driven/hashtag most successful
• Mostly news, events, announcements, articles, images/photos
• Scheduling/Timing of messaging is critical to engage audiences
![Page 26: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/26.jpg)
YOUTUBE
In 2013 video content was viewed on the EducationUSA YouTube channel nearly 64,000 times.
• Testimonies from students currently studying in the U.S.
• “How-to" advice from advisers
• Playlists of 200+ U.S. college and university videos available on EducationUSA YouTube Channel
• Most impactful university content – student-produced/oriented, simple, funny.
![Page 27: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/27.jpg)
BLOGS
• Student-owned
• Personal stories
• Days in the life series
• Topical issues
![Page 28: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/28.jpg)
VIRTUAL FAIRS
1. International Students Day (during International Education Week in November) EducationUSA partnered with CollegeWeekLive (CWL)
• 2013 saw 68% increase, with 22,821 individual attendees • Students from 206 countries and territories interacted with 104
U.S. colleges• 55,000 interactions with U.S. institutions (up 25% from 2012)
2. CWL’s two other global International Students Days in February and August
3. 2 CWL virtual regional events for Asia and Latin America
4. Hobsons’ Virtual Student Fairs
5. Other players/vendors
![Page 29: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/29.jpg)
WEBINARS/PODCASTS
1. Your 5 Steps to U.S. Study Webinar Series 3 years running Panelists of US higher ed reps sign up with login access to EducationUSA site
2. Recorded webinars podcasted on iTunes The 90+ podcasts available Downloaded 25,000+ times in 2013 Viewed over 168,000 times in 2013
3. Individual centers webinars w/ US higher ed In 2013, over 10,000 students attended EducationUSA webinars Check out individual center’s needs for webinars in 2014
![Page 30: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/30.jpg)
WEEKLY UPDATE CONTENT
1. EducationUSA Weekly Update (WU) sent to over 500 EducationUSA advisers
2. In 2013, 274,000+ clicks-through on WU content
3. EducationUSA Weekly Updates PDFs posted to Slideshare each Monday = 38,000+ additional views of articles = top 1% most viewed on SlideShare in 2013
4. U.S. institutional reps with login access can submit content online to the WU, free
![Page 31: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/31.jpg)
NEXT STEPS
• Log in to www.EducationUSA.state.gov
• Sign-up to request a login, receive HEI News, send information to Weekly Update, sign up to present, and use resources on website.
• Attend EducationUSA events: EducationUSA Fairs, Pavilions at APAIE and EAIE, Regional Forums, and Webinars.
• EducationUSA Forum, Washington DC, June 23-25, 2014
![Page 32: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/32.jpg)
HOW TO REQUEST A LOGIN
![Page 33: Social Media Success in International Student Recruitment](https://reader034.vdocuments.mx/reader034/viewer/2022051612/54bfa7014a79599d278b4598/html5/thumbnails/33.jpg)
QUESTIONS?
Thank you!