How Social Media & Digital Marketing Enhance International … · How Social Media & Digital...
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Transcript of How Social Media & Digital Marketing Enhance International … · How Social Media & Digital...
How Social Media &
Digital Marketing
Enhance International
Recruitment
By:
Haitam Giat, CEO & Founder
Mia Anzola Manrique, Marketing & Social Media
Manager LATAM
Did you know seven seconds is about all the time you have to make a connection between your online content and a lead?
An undoubtedly fast-paced, online and visual world in which digital marketers must rely on social media to enhance and customize your study abroad agency or school’s strategy to convert leads into enrolled students.
US & Canada
Latin America
Europe
9%
16%
27%35%
13%
13%
26%
37%
5%
20%
10%
21%30%
8%
30%
Asia
Africa
Essential
Very important
Quite important
Not important
Don’t use
19%
25%
26%
17%
13%
16%
27%
28%21%
8%
How important is social media when researching universities and courses?
Essential
Very important
Quite important
Not important
Don’t use
How important is social media when researching universities and courses?
Official Universities Websites
Universities Ranking Websites
Other Websites about Universities
63%
28%
8%1%
0%
14%
30%
39%
3%
15%
13%
23%30%
10%
25%
Student forum/chat rooms
Social Media
31%
43%
21%
4%
2%
14%
30%
32%17%
8%
In recent years there has been a shift towards using social media and digital technologies as part of student recruitment strategies.
Language schools, universities and colleges are learning there is only so much you can do to promote courses with text on a website and have realized digital platforms are perfect for marketing to students, by giving them a sense of what life is like in the classroom – even
if they are on the other side of the world.
But a successful campaign is one which encompasses all key marketing techniques. Digital technology only acts to enhance
targeted mailing and poster campaigns, and universities still spend a large amount of their budgets on the prospectus.
Whether marketing to college students or university students, or marketing to language studies students, a digital strategy is a vital part of an integrated campaign to make sure potential leads are not missed.
Concept Insight & Research
3rd Party Targeting Data Analytics Audit
Digital Website Analytics Data Analysis Services
Email Marketing Campaigns KPI Workshop
Marketing Automation Reporting, BI & Data Visualization
Mobile Application Analytics )
Search Engine Advertising (SEM)
Tag Management Service
What should a digital strategy be made of?
Strategic Execution
Analytics and Data Strategy Advertising Platforms
Marketing Data Services App Advertising
Conversion Optimization & Testing
Display Advertising
Native Advertising
Targeted Advertising and Audience Building with
1st Party Data
Video Advertising
What should a digital strategy be made of?
WHAT IS THE ROLE OF SOCAL
MEDIA IN INTERATIONAL
STUDENT RECRUITMENT?
Social media adds value, rather than replacing more ‘official’ or formal channels, in order to show prospective students a different side of an institution.
Social networks can allow prospective students to get a feel for daily life and connect directly with peers.
Having a lively social media presence can be a good way to present an institution as open, welcoming and up to date, with a strong community.
While posting to and advertising on social media
may seem simple, there's an art to using each
platform to your advantage.
How can educators use 4 of the top social media
networks to boost awareness and conversions.
Organic Paid
Create rich imagery Image Feed Ads
Contests Image Story Ads
Hashtags Video Feed Ads/Video Story Ads
Showcase students Reporting, BI & Data Visualization
Carousel Feed Ads
Canvas Story Ads
Instagram is one of the most popular social networks worldwide.
Jumped from 800 million monthly active accounts in September 2017 to 1 billion active users in June 2018.
Instagram continues to grow particularly amongst a younger age cohort due to its visual nature. So, how can educators use it to attract students?
Facebook is the ideal platform to showcase your brand and promote activities associated with your portfolio, events or alumni/clients.
The platform has changed its model to reduce the number of posts shown by brands and instead prioritize posts created by people’s profiles and those that will generate discussion.
Facebook has implemented changes that makes it trickier for organic branded content to get through meaning you need to be more careful about what is posted on the company page. So, how can you use it to connect with students?
Organic Paid
Get creative Defining audience
Pose questions Create eye-catching visuals
‘See First͛’ feature Use clear CTAs
Explore Facebook Live Look beyond clicks
Track & Measure
It is estimated that 7 in 10 people in the US use social media to connect, engage with content, share information and also use it for entertainment purposes.
Being active on social media platforms, is one of the easiest and most effective ways to engage with and influence students.
Excluding the USA, the number of monthly active international Twitter users is estimated 259 million. How can you make the best use of Twitter?
Organic Paid
Assist with admissions Promote tweets
Find a voice Promoted accounts
Promote student life Promoted trends
Use hashtags
With 250 million active users Pinterest is one of the fastest growing social networks.
1 of 2 millennials uses Pinterest every month.
Allows educators to showcase their offerings and programs using great imagery.
81% of users are females, 50% of users are from the USA,
Organic Paid
Lifetime content Promoted pins
Create targeted boards Promoted video pins
Pinnable images and descriptions One-tap pins
Promoted app pins
Cinematic pins
TIPS Ensure a dedicated individual or team to run your social media.
Monitor the platforms on a regular basis.
Try different formats and messaging to see what resonates.
Let the personality of your brand stand out.
Build a community across social media that can help differentiate your institution from others on the market.
Not every platform may suit your needs or audience, so research is crucial to ensure time or money is not wasted on platforms that don't work.
Create a following with active users on social networks takes time, so implement dedication and experimentation.
TIPS
A key factor is to maintain a good response rate, this allows you to engage with your target client or lead.
Create CTA that are engaging such as asking questions or challenges.
Use creative and unique images that add to your corporate branding.
Create a following with active users on social networks takes time, so implement dedication and experimentation.
@Find_Course@FindCourseEN@FindCourseRU
@FindCourseLATAM
www.FindCourse.com
