take your social media recruitment to the next level: market, manage & track your community

EducationUSA.state.govYour Official Source on U.S. Higher Education

Take the Next Step with Social Media:

Market, Manage, and Track Your Community

Marty Bennett, Outreach Coordinator

Global EducationUSA Services, Institute of International Education

Bryan Gross, Associate Vice PresidentEnrollment Management, St. John’s University

Your Official Source on U.S. Higher EducationEducationUSA.state.gov

Social Media MMA

• Marketing– Identifying where to be, Curating content,

creating conversations• Management

– Scheduling posts, monitoring platforms• Analytics

– Determining success, tracking effectiveness

Your Official Source on U.S. Higher Education

Key Facts about Social Media• 83% of Facebook users non-U.S.

– 60% of those outside U.S. 16-25 yrs old

• 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

EducationUSA.state.gov

747 million

448 million

EducationUSA.state.gov

Your Official Source on U.S. Higher Education

Facebook dominates…

Your Official Source on U.S. Higher Education

Source: http://wearesocial.net/blog/2011/11/tweets-english

EducationUSA.state.gov

Your Official Source on U.S. Higher Education

Where in Asia…

Your Official Source on U.S. Higher Education

… but not always the big 3

• China – Renren, QQ, & others: 500+ million internet users

• Russia – Vkontakte, Russian language, 111 million users globally

• Netherlands – Hyves, 11 million (2/3rd of Dutch population)

• Japan – Mixi but Twitter recently surpassed Mixi in total users

• Brazil – Orkut but Facebook now #1 & Twitter gaining fast

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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/travel

questions from our EdUSA team in Beijing

EducationUSA.state.gov

StudentAdvisor – Top 100 Social Media Colleges

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Social Media Dashboard

• The Social Media Dashboard includes the following icons:– Facebook– Twitter – Google+– YouTube– Flickr– Pinterest– Tumblr– STJBloggers– STJ2GO– STJ Athletics– Instagram

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St. John’s Twitter accounts

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Associate Director at the University Freshman Center

Associate Vice President of Enrollment Management at St. John's University

St. John’s University Official Page

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St. John’s University Undergraduate Admission

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St. John’s University Rome Graduate Programs

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Undergraduate Facebook Contest

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Undergraduate St. Patrick’s Day Parade

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Contests for Facebook and Eye of the Storm

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STJBloggers and YouVisit

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• Warren Cheung– Tobin College of Business

• Amanda Pryor– College of Professional Studies

• Matthew Lundy– St. John’s College of Liberal Arts and

Sciences• Kayla Solis

– St. John’s College of Liberal Arts and Sciences

• Nathali Zamora– St. John’s College of Liberal Arts and

Sciences• Caitlin Stehling

– College of Pharmacy and Allied Health Professions

• Jheryl Wilson– Tobin College of Business

• Joseph Reis– St. John’s College of Liberal Arts and

Sciences• Adam Sanchez

– St. John’s College of Liberal Arts and Sciences

• Danielle Callier– College of Professional Studies

Pinterest

• Boards– Academics & Schools– Faith & 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– Campuses

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Instagram

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• Posted on Twitter:– We've 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 campus using Instagram .

• Pictures are so important to perspective students

Twitter - @STJProbTweets

• I love when STJ sends me enormous scholarship applications the week before they're due. Thanks for nothing! @STJProbTweets

• When you get chased down by a giant blood drop. @STJProbTweets

• Anyone else pull the ole all nighter catch up on studies bc you slacked the whole week? Gotta love delirious Mondays!

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We Need to Pay Attention

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Since students returning back on campus from Spring Break, the number of fans talking about “St. John’s Problems” has slightly increased.

中国｜ Social Media Outlets

China Media OverviewRecommended News Portals:

• Sina• QQ• Sohu

Specialized Websites for Overseas Study:• Tigtag• Gter• EOL

Social Networking Websites or Tools:• Renren• Micro-blogs

Professional Website for Studying Abroad:• Zinch

China Media for Schools: News Portal

Listed below are the top three News Portals in China—all of which have education and study abroad channels targeting the parents and students who are 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/

China Media for Schools: News Portal

Opportunities:Huge TrafficVery Targeted

Cons:Very Expensive

China Media for Schools:

Specialized Websites for Oversea Study

Tigtag, EOL, and Gter are specialized websites for oversea study. They provide professional information on studying and life abroad, as well as forums for discussion and sharing.

• Tigtag: http://www.tigtag.com/

• EOL: http://www.eol.cn/

• Gter: http://www.gter.net/

China Media for Schools:SNS Websites or Tools

Renren (the equivalent of Facebook in the U.S.) is the largest social website in China. People—especially students—spend much time on the website talking and sharing with friends.

• 2 kinds of promotion on Renren:1. Renren public page (FREE)2. Renren CPC » Renren: http://www.renren.com

Weibo, (the equivalent of Twitter in the US) is becoming increasingly popular. People share short messages, videos and pictures, which can be commented on. You can set up an account for free on any of these sites, but attracting a strong following can be difficult 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

China Media for Schools:SNS Websites or Tools

Opportunities: Renren CPC ads is very

targeted. You can choose the area age range and interests of your target

Spread very fast

Cons: Need to purchase CPC ads Difficult to build a

following/takes time to see results

Takes a lot of attention and active promoting

China Media for Schools: Zinch

A professional website for studying abroad, Zinch China helps Chinese students find undergraduate and graduate programs outside of China, and helps overseas programs find best-fit Chinese students.

• It is now the largest online social network in China for students interested in overseas study with more than 200,000 active users.

• Students and parents use Zinch China for free to search for schools and interact directly with overseas admissions officers.

• Zinch offers paid search, branding, and marketing services to US Universities and Colleges.

• Zinch China is 100% American owned, with headquarters in San Francisco.

www.zinch.cn

China Media for Schools: Zinch

• Channels within Zinch reaching 200,000+ users:

Zinch newsletter Zinch renren public page Zinch campaign message Banners and links on zinch.cn

• Channels outside Zinch reaching 20,000+

Search Engine Marketing (Baidu) Micro-blog Marketing (Sina, Sohu,

Tencent, RenRen)

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Your Official Source on U.S. Higher EducationEducationUSA.state.gov

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Not Just Where But How% of mobile users who access the web only via mobile phones

• Egypt 70%• India 59%• South Africa 57%• Ghana 50%• Indonesia 44%

Source: http://mashable.com/2012/04/11/mobile-advertising-developing-world

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How

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Indonesia– Top two social media outlets:

• Facebook– 72% of users 16-25

– 76% of all Indonesian with Internet access are on Facebook

• Twitter 19+ million users– Indonesian youth is championing ‘mobile social’

from We are Social’s report– Twitter the new BBM

• Local language content

EducationUSA.state.gov

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Vietnam

Source: We are Social Social, Digital, & Mobile in Indonchina: http://wearesocial.net/blog/2011/12/social-digital-mobile-indochina/

EducationUSA.state.gov

• Top Social Media platform: Zing more than twice the users of FB, but

• Facebook » 87% 16-25 yrs. old

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For more Asia focused mobile, social & digital data

http://marketingeducationusa.blogspot.com/2012/02/social-media-mobile-trends-in-asia.html

EducationUSA.state.gov

STJ Weekly Tracking Report

• Official Facebook page for St. John’s University– 8,908 vs. 8, 870 fans (+38)

• Undergraduate Admission Facebook fan page– 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)

• Eye of the Storm– 2,132 vs. 1,907 students with

profiles (+225)

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Undergraduate Admission Facebook fan page

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Your Official Source on U.S. Higher EducationEducationUSA.state.gov

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What do US institutions measure?

Source: .eduGuru http://doteduguru.com/id6927-results-the-state-of-higher-ed-social-media-2011.html

EducationUSA.state.gov

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Defining Thought on ROI

• “Are you using social media to blare your message, or are you taking the time to create connections that pay off with real results.” – Mike Petroff (.eduGuru) – White paper on: Why your school’s social

media strategy is falling behindSource: http://www.fathomseo.com/resources/guides/social-media-marketing.asp

EducationUSA.state.gov

Your Official Source on U.S. Higher EducationEducationUSA.state.gov

Questions & Thanks!

Bryan GrossAssociate Vice President, Enrollment Managementgrossb@stjohns.eduTwitter: @stjbryan