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WEBA INTERNATIONALCONSULTANCY EDUCATION How to recruit

Chinese Students

Presented at

Digital Media & Strategy in China

The Why & How to Make It Work

AGENDA A few macro facts The significant players Importance of Social Media and Mobile Highest use digital media tools for student

WEBA INTERNATIONAL CONSULTANCY EDUCATION

How to approach China Do this, but DON’T do that Finding out how your brand presents in China

RECRUITMENT

CHINA

China is big and has impressive statistics for many services, but the important question for us as marketers and recruiters for universities is: How important is digital for students (and parents) searching for schools?

Notice here MORE Social Network than Internet users - CHINA IS DRIVEN BY MOBILE. And how’s this for perspective?

1,339,724,852

485,000,000

536,000,000

916,000,000

Total population

Internet users

Users on top social network

Mobile Subscribers

Urban Rural

50%

36%

40%

67%

50%

Internet Penetration

Social Network penetration

Mobile Penetration


We are socialSource : www.slideshare.net

077 060 5000072 628 4822


Universities’ favorite marketing and communications tools are blocked in the Chinese market

So what are the Chinese accessing online?


We are social

DAILY VISITORS TO YOUKU.COMCHINA’S EQUIVALENT OF YOUTUBE:

Yet video is EXTREMEMLY important in China26.5 MILLION visitors DAILY

YouTube is blocked in China

26,449,00026,449,000

Source : China internet watch and intead


China has a large number of home grown solutions that are different from twitter, facebook, youtube, etc.Other international recruiting markets differ because they have access to these sites.

SOCIAL MEDIA

MICROBLOGS

SOCIAL NETWORKS

VIDEO SHARING

PUBLISHING

Tencent (QQ) Weibo, Sina Weibo

Qzone, RenRen

youku, Tudou

Baidu Baike


TOP SOCIAL NETWORKS IN CHINA BY USERS NUMBERS

(For comparison:Twitter has 140m active users worldwide

Facebook has 850m registered users worldwide ) 536 M

QZONE TENCENT , WEIBO

310 M

250 M

137 M116 M

SINA WEIBO REN REN KAIXIN

We are social


Social Media Use:Geography and Age

Age

Location

10

20

30

1st tier cities 2nd tier 3rd tier & rural

QZONE

PENGYOU

REN REN

TENCENT WEIBO

SINAWEIBO

Just like the the rest of the world, different social media tools have different followings –

LinkedIn has career focused professionals,

Facebook is more inclined toward family/social activity.

QZONE- similar to Facebook has younger followers


SOCIAL MEDIA TOOLS DEMOGRAPHICS REGISTERED

USERS( in million)

DATA DATE

Teens 540 August 2012

Students 170 April 2012

Students 131 April 2012

Candidate 300 Feb 2012

Candidate 310 Sept. 2011

We recommend Ren Ren as a social media starting point for reaching college bound students in China


Is MobileImportant inChina? YES!

MOST Institutions websites with lots of text are a real challenge on mobile devices.• MOBILE IS A MUST HAVE --- mobile apps, mobile websites.• Mobile adapted delivery is critical for your content.• Mobile handsets and tablet computers are a frequent access point for your content. Remember our previous slide – 916M mobile subscribers in China. 3X the entire US Population

Smartphone and Tablet Penetration in BRIC , DEC 2011

China

India

Brazil

Russia

59%33%

37%

35%

28%

19%

12%

10%

Smartphone Tablet

Note : Age 16-54 daily or every day internet access, SOURCE UM, “The Business Social ; Social Media Tracker 2012” Feb 23, 2012-10-08

Consider how you can maintain multiple touch points.

Similar to a user having Linked In, Face-book and Twitter accounts in the world.

Our advice: • Find out what the best social network sites are to reach your target audience• Post your content in multiple locations• Consider internal staff support or outsourced assistance to manage your outreach & content flow Reviewing what we know:• China is online in large numbers• Social media use is huge• World social media tools are NOT being used• Mobile access is used more than traditional online connections

THE AVERAGE CHINESE SOCIAL MEDIA USER HAS

2.78 SOCIAL MEDIA PROFILES

We are social



Consider Your Audience

• Who are you trying to reach? • Where are you reaching the user? • How are you reaching the user? Recruiters: A powerful force in the decision making process. 2 out of 3 Chinese student applicants rely on the help of a recruiter.

Top Three Reasons Students Seek Guidance:

1. Little knowledge of institutions app process (72% of respondents)

2. Little knowledge of your country visa process

3. Little knowledge of your country higher education institutions

Parents: Most do not speak English and will not understand or use your website in English. They rely on you for reliable information: NO college tour, no alumni, no regional affinity.

Your message, your collateral, your digital presence needs to give parents the pride, the bragging points that make them feel great about their child’s plan.


Consider Your Audience

Balancing all the factors

• Rarely will Chinese students and parents have the opportunity for a campus visit• Chinese education and society is very ranking oriented • Less than a dozen universities have broad name recognition• Parents are concerned about the safety and care of their children as much as the academics • Academics are what matters, not sports, extra-curricular activities and nice dorms


Yes, Chinese people know how to use translation tools, but…You want to show respect, interest and dedication.

What can you do? Examples of concrete steps

• Create Mandarin Wikipedia version (if it does not exist)• Assure delivery of your web content into China • Create dedicated landing pages for Chinese prospects • Create Mandarin language content sections on your website • Ease into social media involvement with one tool at a time and build

Relying on translation tools misses the point of reaching a target audience – what marketing is all about. In social media jargon, that’s a “Marketing Fail.”Creating content in Mandarin shows your respect, interest and dedication.


More Recommendations

• Be present with a professional, relevant, local language presence • Support your off-line marketing with digital (and offline material) • Become active in the social media conversation • Create a positive voice, success stories – remember that little information is published about most universities. So a negative voice can affect your reputation significantly

• NONE of these efforts alone will offset or replace your personal recruitment touch, the school’s academics and student’s success and your resulting word-of-mouth reputation

Building and supporting your brand awareness


Auditing Your Brand’s Online Presence in China

Find out which Chinese ISPs are able to access your website

Understand what happens to your website’s links to Face

book, Google maps, YouTube, etc.

Evaluate comments on Chinese social media – Alumni and

prospective student activity

Understand results from major Chinese search engines –

how people find you


HOW WE CAN ASSIST YOU

With China blocking standard based social media tools (Facebook, YouTube, Twitter, Google) WEBA offers an inside look at how your institution appears when Chinese students search for your school.Using our staff in China we research exactly what kind of digital presence you have in that country. We can perform this audit in other countries as well. As part of this service, we provide a summary report card and recommendations specific to your institution.

Auditing Your Brand’s Online Presence in Other Countries


What you will learn from our audit report:

Which Chinese ISPs are able to access your website and other technical availability statistics for your website and specific content

What happens to your website’s links to and feeds from Facebook, Googlemaps, YouTube, etc.

What kind of comments are appearing on Chinese social media – alumni and prospective students activity

Results from major Chinese search engines – how Chinese students and their parents find you


Speak to International Parents and Students: Create a digital showcase of your educational programs in

the local language

Engage and Prepare Admitted

International Students: Offer a customized digital

orientation program or Customized landing pages

Engage and Support International Students:

Continuously communicate with international students throughout their college career, starting with a digital orientation, offering cultural and educational information specific

to your campus

Strengthen Admissions Staff:

Use our private label international recruiting portal, join our pilot of the

international career network

Strategic Overview


Influence Student Enrollment Decisions with Multi-Language Digital Tools

PROSPECT APPLY ADMIT ENROLL GRADUATE EMPLOYED

FOR ONGOING IMPROVEMENT

YieldConversion Rate

iPad App

Email Marketing

Social Media

Microsite

Landing Pages

INTEADINTERNATIONAL

CAREER NETWORK

Digital Orientation

Email Marketing

Analytics

Prospect Focus

Yield Focus


Other future services

In Plain English: How to choose a mobile development platformDecisions, Decisions

Trust & Transparency: How Social Media & Agents Change International Recruitment


Richard Affolter, CEO & founder

[email protected]

WEBA internal research, documentation and services

If you are interested to entry in the Chinese Market please contact

CONTACT


More well-placed

well-prepared

international students

What We All Want


THANK YOU

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