How Social Media & Digital Marketing Enhance International Recruitment

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2 How Social Media & Digital Marketing Enhance International Recruitment By: Haitam Giat, CEO & Founder Mia Anzola Manrique, Marketing & Social Media Manager LATAM

3 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.

4 How important is social media when researching universities and courses? US & Canada 9% 16% 27% 35% 13% Asia 19% 25% 26% 17% 13% Latin America 5% 13% 26% 37% 20% Africa 16% 27% 28% 21% 8% Europe 10% 21% 30% 30% 8% Essential Very important Quite important Not important Don t use

5 How important is social media when researching universities and courses? Official Universities Websites 8% 1% 0% 28% 63% Universities Ranking Websites 31% 43% 21% 4% 2% Other Websites about Universities 3% 14% 30% 39% 15% Student forum/chat rooms 14% 30% 32% 17% 8% Social Media 13% 23% 30% 25% 10% Essential Very important Quite important Not important Don t use

6 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.

7 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. What should a digital strategy be made of? Concept 3rd Party Targeting Data Digital Website Analytics Marketing Campaigns Marketing Automation Insight & Research Analytics Audit Data Analysis Services KPI Workshop Reporting, BI & Data Visualization Mobile Application Analytics ) Search Engine Advertising (SEM) Tag Management Service

8 What should a digital strategy be made of? Strategic Analytics and Data Strategy Marketing Data Services Execution Advertising Platforms App Advertising Conversion Optimization & Testing Display Advertising Native Advertising Targeted Advertising and Audience Building with 1st Party Data Video Advertising

9 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.

10 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.

11 Instagram is one of the most popular social networks worldwide. INSTAGRAM Jumped from 800 million monthly active accounts in September 2017 to 1 billion active users in June Instagram continues to grow particularly amongst a younger age cohort due to its visual nature. So, how can educators use it to attract students? Organic Create rich imagery Contests Hashtags Showcase students Paid Image Feed Ads Image Story Ads Video Feed Ads/Video Story Ads Reporting, BI & Data Visualization Carousel Feed Ads Canvas Story Ads

12 INSTAGRAM

13 Facebook is the ideal platform to showcase your brand and promote activities associated with your portfolio, events or alumni/clients. FACEBOOK 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 Get creative Pose questions See First feature Explore Facebook Live Paid Defining audience Create eye-catching visuals Use clear CTAs Look beyond clicks Track & Measure

14 FACEBOOK

15 TWITTER 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 Assist with admissions Find a voice Promote student life Paid Promote tweets Promoted accounts Promoted trends Use hashtags

16 TWITTER

17 With 250 million active users Pinterest is one of the fastest growing social networks. PINTEREST 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 Lifetime content Create targeted boards Pinnable images and descriptions Paid Promoted pins Promoted video pins One-tap pins Promoted app pins Cinematic pins

18 PINTEREST

19 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.

20 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.

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