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 josselin@uncle-ad.com
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INFOGRAPHIC | Exploring the role of Chinese social media in higher education recruitment of students
1. An optimized execution of Wechat and Weibo can be an effective way to
communicate with Chinese target audiences and support marketing plans
1,354 billion
Chinese citizens
618 million
Internet users, twice the
population of United States
597 million
Chinese users are active
on microblogs
355 million
WeChat 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
2X
US
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
USA
126.498
Australia
87.588
Japan
86.553
UK
55.496
Germany
23.619
Canada
20.850
France
24.716 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
Par
ents motivati
ons
Stud
ents motivat
ions
Money is not
an obstacle
Chinese social media
a 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
College
London
Yale
Stanford
University
of Chicago
California
Institute of
Technology
Oxford
Facebook fans
Twitter fans
Weibo fans
WeChat presence
Presence of TOP 10 Worldwide Universities on social media
1
2
3
4
5
7
8
9
10
6
#
Weibo
Students 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 take
advantage 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 seeding
Bulletin-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 josselin@uncle-ad.com.
Contributors: Elsa Bouillot, Carole Orphelin, Morris Lipman, Josselin Roulet, Debora Rose Murwiki.