Digital marketing and social media in China is a critical aspect for universities to manage as part of their student recruitment activities. Learn about differences between the U.S. and Chinese social media environment.

1. Presented
at
Ohio
Drive-­‐in
May
4,
2012
Digital
Media
&
Strategy
in
China:
Columbus,
Ohio
The
Why
&
How
to
Make
It
Work
Lisa
Cynammon
Mayers,
Intead
Michael
Waxman-­‐Lenz,
Intead
7
November
2011
1

2. AGENDA
 A
few
macro
facts
 The
significant
players
 Importance
of
Social
Media
and
Mobile
 Highest
use
digital
media
tools
for
student
recruitment
 How
to
approach
China
 Do
this,
but
DON’T
do
that
 Finding
out
how
your
brand
presents
in
China
May
2012
2
www.intead.com

3. China
is
big
and
has
impressive
staUsUcs
for
many
services,
but
the
important
quesUon
for
us
as
marketers
and
recruiters
for
universiUes
is:
How
important
is
digital
for
school
searching
for
students,
parents?
Why
that
maPers
–
Let’s
take
a
closer
look
CLICK
to
circle
the
No
Access
Text
NoUce
here
MORE
Social
Network
than
Internet
users

DRIVEN
BY
MOBILE.
And
how’s
this
for
perspecUve?
Remember
that
the
enUre
US
populaUon
is
300M
people.
Source:hPp://www.slideshare.net/wearesocialsg/we-­‐are-­‐socials-­‐guide-­‐to-­‐social-­‐digital-­‐and-­‐mobile-­‐in-­‐china-­‐
dec-­‐2011-­‐10474962
May
2012
3
www.intead.com

4. UniversiKes’
favorite
markeKng
and
communicaKons
tools
are
blocked
in
the
Chinese
market
So
what
are
the
Chinese
accessing
online?
.
May
2012
4
www.intead.com

5. YouTube
is
blocked
in
China
YET
Video
is
extremely
important.
26.5
million
visitors
daily.
May
2012
5
www.intead.com

6. Social
Media
Microblogs
Tencent
(QQ),
Weibo,
Sina
Weibo
Social
Networks
Qzone,
RenRen
Video
Sharing
Youku,
Tudou
Publishing
Baidu
Baike
China
has
a
large
number
of
home
grown
soluUons
and
they
are
different
from
our
U.S.
services.
BIG
difference
to
other
internaUonal
recruiUng
markets
(for
example,
India;
Facebook,
LinkedIn,
YouTube
have
a
large
following.
Vietnam
–
different.
Brazil
–
Google’s
Orkut.
May
2012
6
www.intead.com

7. For
comparison,
TwiPer
has
140M
acUve
users
worldwide
[source:
TwiPer]
Facebook
has
850M
registered
users
worldwide
[source:
Mashable.com]
May
2012
7
www.intead.com

8. Example
of
a
website
display
in
Cina
–
TOP
50
U.S.
research
university
CLICK
to
circle
the
No
Access
T
Why
that
maPers
–
Let’s
take
a
closer
look
CLICK
to
circle
the
No
Access
Text
May
2012
8
to
have
Chinese
TranslaUon
get
bigger
www.intead.com

9. Example
of
a
website
display
in
China
–
TOP
50
U.S.
research
university
CLICK
to
circle
the
No
Access
T
CLICK
to
have
Chinese
TranslaUon
get
bigger
SAY
“What
does
that
say?”
May
2012
9
to
have
Chinese
TranslaUon
get
bigger
www.intead.com

10. Example
of
a
website
display
in
China
–
TOP
50
U.S.
research
university
CLICK
to
circle
the
No
Access
T
CLICK
to
get
English
TranslaUon
to
have
Chinese
TranslaUon
get
bigger
May
2012
10
www.intead.com

11. Example
of
webpage
Cannot
display
this
a
website
display
in
China
–
TOP
5www.youtube.com
connecKon
has
been
interrupted.
With
the
0
U.S.
research
university
The
following
are
some
suggesKons:
Later
please
reload
this
webpage.
Please
check
your
Internet
connecKon,
restart
you
may
be
using
any
router,
modem
and
other
network
equipment.
"Google
Chrome
browser"
as
allows
the
program
to
add
to
your
firewall
or
anKvirus
so^ware
se_ngs.
If
it
is
allowed
to
program,
try
from
allowing
the
program
list
will
be
deleted,
and
then
add
it
again.
If
you
use
a
proxy
server,
please
check
your
proxy
se_ngs
or
contact
your
network
administrator,
in
order
to
ensure
the
normal
work
of
the
proxy
server.
If
you
think
that
we
should
not
use
a
proxy
server,
please
adjust
your
proxy
se_ngs
:
to
the
wrench
Menu
>
Se_ngs
>
Advanced
OpKons
>
change
proxy
se_ngs...
>
LAN
se_ngs,
uncheck"
use
a
proxy
server
for
your
LAN"
checkbox.
CLICK
to
circle
the
No
Access
T
SAY
“Basically,
Your
technology
is
not
working”
to
have
Chinese
TranslaUon
get
bigger
May
2012
11
www.intead.com

12. Social
Media
Use:
Geography
and
Age
CLICK
to
circle
the
No
Access
T
Just
like
the
US,
different
social
media
tools
have
different
followings
–
LinkedIn
has
career
focused
professionals,
Facebook
is
more
inclined
toward
family/social
acUvity.
”
to
have
Chinese
TranslaUon
get
bigger
May
2012
12
www.intead.com

13. CLICK
to
circle
the
No
Access
T
How
Many
Registered
Users
and
Who
Are
They
?
Ren
Ren
is
the
social
media
network
we
recommend
as
a
starUng
point
for
reaching
May
2012
13
college
bound
students
in
China.
www.intead.com
to
have
Chinese
TranslaUon
get
bigger

14. YES
Is
Mobile
Important
in
China?
CLICK
to
circle
the
No
Access
T
MOBILE
IS
A
MUST
HAVE
-­‐-­‐-­‐
mobile
apps,
mobile
websites
Mobile
adapted
delivery
is
criUcal
for
your
content.
Mobile
handsets
and
tablet
computers
are
a
frequent
access
point
for
your
content.
to
have
Chinese
TranslaUon
get
bigger
May
2012
14
www.intead.com

15. Consider
how
you
can
maintain
mulKple
touch
points.
CLICK
to
circle
the
No
Access
T
• Similar
to
Linked
IN,
Facebook,
Google
+
• Find
out
what
is
the
best
social
network
to
reach
your
target
audience
• Repost
your
content
in
mulUple
locaUons
• Consider
internal
staff
support
or
outsourced
assistance
to
manage
your
outreach
and
content
flow
May
2012
15
www.intead.com

16. Branded
Pages:
Member
Posts
Member
List
InsKtuKon
Logo
CLICK
to
circle
the
No
Access
T
Ren
Ren
Pages
Mimic
Facebook
May
2012
16
www.intead.com

17. On
Ren
Ren
25
Ohio
InsKtuKons
have
been
menKoned
May
2012
17
www.intead.com

18. • Bowling
Green
State
University
• Wright
State
University
• Case
Western
Reserve
• Denison
University
University
• Heidelberg
college
• Cleveland
State
University
• MariePa
College
• Kent
State
University
• Oberlin
College
• Miami
University
Oxford
• Tiffin
University
• Ohio
State
University
• College
of
Wooster
• Ohio
University
• Kenyon
College
• Union
InsUtute
• Ohio
Wesleyan
University
• University
of
Akron
• WiPenberg
University
• University
of
CincinnaU
• University
of
Findlay
• University
of
Dayton
• Ashland
University
• University
of
Toledo
• Ohio
Northern
University
May
2012
18
www.intead.com

19. Only
2
seem
to
have
official
sites
May
2012
19
www.intead.com

20. • Bowling
Green
State
University
• Wright
State
University
• Case
Western
Reserve
• Denison
University
University
• Heidelberg
college
• Cleveland
State
University
• MariePa
College
• Kent
State
University
• Oberlin
College
• Miami
University
Oxford
• Tiffin
University
• Ohio
State
University
• College
of
Wooster
• Ohio
University
• Kenyon
College
• Union
InsUtute
• Ohio
Wesleyan
University
• University
of
Akron
• WiPenberg
University
• University
of
CincinnaU
• University
of
Findlay
• University
of
Dayton
• Ashland
University
• University
of
Toledo
• Ohio
Northern
University
May
2012
20
www.intead.com

21. Consider
your
audience
Who
are
you
trying
to
reach?
Where
are
you
reaching
the
user?
How
are
you
reaching
the
user?
Recruiters:
IRRESPECTIVE
whether
you
are
using
recruiters
-­‐-­‐-­‐
they
are
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)LiPle
knowledge
of
college
app
process
(72%
of
respondents)
2.
LiPle
knowledge
of
US
visa
process
3)
LiPle
knowledge
of
US
higher
ed
insUtuUons
Parents:
Most
do
not
speak
English
and
will
not
understand
or
use
your
website
in
English.
NO
college
tour,
no
alumni,
no
regional
affinity.
How
can
parents
convey
that
their
children
are
going
to
a
“great
place”

YOU
need
to
provide
the
talking
points
May
2012
21
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
plans.
www.intead.com

22. Yes,
Chinese
people
know
how
to
use
translaKon
tools,
but…You
want
to
show
respect,
interest
and
dedicaKon.
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
secUons
on
your
website
• Ease
into
social
media
involvement
with
one
tool
at
a
Ume
and
build
Relying
on
translaUon
tools
misses
the
point
of
reaching
a
target
audience
–
what
markeUng
is
all
about.
In
social
media
jargon,
that’s
a
“MarkeUng
Fail.”
CreaUng
content
in
Mandarin
shows
your
respect,
interest
and
dedicaUon.
May
2012
22
www.intead.com

23. More
RecommendaKons:
Building
and
supporKng
your
brand
awareness
• Be
present
with
a
professional,
relevant,
local
language
presence
• Support
your
off-­‐line
markeUng
with
digital
(and
offline
material)
• Become
acUve
in
the
social
media
conversaUon
• Create
a
posiUve
voice,
success
stories
–
remember
that
liPle
informaUon
is
published
about
most
universiUes.
So
a
negaUve
voice
can
affect
your
reputaUon
significantly
• NONE
of
these
efforts
alone
will
offset
or
replace
your
personal
recruitment
touch,
the
school’s
academics
and
student’s
success
and
your
resulUng
word-­‐of-­‐mouth
reputaUon
Provide
example
from
1POINT3Acres
–
like
CHASETHEDREAM.
some
negaUve
online
reach
results
about
xxx:1)
Cleveland
is
not
a
good
place
to
live
and
to
get
a
job.2)
xxx
is
a
place
for
“nerds”
who
know
nothing
but
their
academic
studies.3)
xxx
students
have
a
great
amount
of
pressure
from
their
classmates
as
well
as
from
the
teaching/learning
style
of
the
college.
It
is
very
common
for
xxx
students
to
stay
up
all
night,
and
xxx
professors
are
just
spoon-­‐feeding
the
students.
The
poster
concludes
that,
May
2012
23
if
a
Chinese
student
works
so
hard
but
sUll
can’t
be
opUmisUc
about
gevng
a
job
there,
why
to
choose
www.intead.com
xxx?

24. Use
Digital
AnalyKcs
to
Make
Decisions
AnalyUcs
provide
you
with
regular
worldwide
insights
on
your
digital
investments
whether
in
China
or
elsewhere
(including
the
United
States)
MenUon
digital
orientaUon
and
the
analyUcs
elements.
DIGITAL
MARKETING
IS
HIGHLY
Measurable.
Conduct
a
digital
media
audit
to
know
where
your
brand
stands:
• Do
Chinese
ISPs
provide
access
to
your
site?
How
much
of
it?
• What
kind
of
results
come
up
on
Chinese
search
engines?
• What
are
my
alumni,
prospects,
parents
saying
about
my
school
on
social
media
sites?
May
2012
24
www.intead.com

25. AudiKng
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
Facebook,
Google
maps,
YouTube,
etc.
• Evaluate
comments
on
Chinese
social
media
–
Alumni
and
Check
the
technical
availability
of
your
websites
and
prospecUve
student
acUvity
various
features
on
your
website
the
Check
the
search
results
in
major
search
engines
• Understand
results
from
major
use
of
your
brand
on
Chinese
web
Look
for
Chinese
search
engines
–
properUes
how
people
find
you
Review
the
parUcipaUon
of
your
alumni
on
social
networks
Review
major
college
blogging
sites
for
entries
concerning
your
university
We
provide
a
summary
report
card
and
recommendaUons
May
2012
25
www.intead.com

26. Contact
Michael
Waxman-­‐Lenz,
CEO
&
co-­‐founder,
info@intead.com
• www.Intead.com
– Intead
internal
research,
documentaUon
and
services
InformaKon
Sources
Public
sources
and
markeUng
partners:
• www.emarketer.com
• www.wearesocial.com
May
2012
26
www.intead.com

27. What
We
All
Want
More
well-­‐placed
well-­‐prepared
internaUonal
students
May
2012
27
www.intead.com

28. Thank
you
May
2012
28
www.intead.com