Learn how to better apply social media tools to your work and broaden the impact of recruitment efforts overseas. This session provides an advanced look at social media management tools, highlights important trends to follow, and explores specific examples of ways to become better engaged with the conversations happening online.

1. Take the Next Step
with Social Media:
Market, Manage, and Track Your
Community
Marty Bennett, Outreach Coordinator
Global EducationUSA Services, Institute of International Education
Bryan Gross, Associate Vice President
Enrollment Management, St. John‟s University
Your Official Source on U.S. Higher Education
EducationUSA.state.gov

2. Social Media MMA
• Marketing
– Identifying where to be, Curating content,
creating conversations
• Management
– Scheduling posts, monitoring platforms
• Analytics
– Determining success, tracking effectiveness
Your Official Source on U.S. Higher Education
EducationUSA.state.gov

3. Key Facts about Social Media
• 83% of Facebook users non-U.S. 747 million
– 60% of those outside U.S. 16-25 yrs old 448 million
• 70% of YouTube traffic outside the U.S.
• 60%+ of all Twitter tweets not in English
– 60% of users overseas
• 78% of Wikipedia articles not in English,
267+ languages
Your Official Source on U.S. Higher Education
EducationUSA.state.gov
EducationUSA.state.g
ov

4. Facebook dominates…
Your Official Source on U.S. Higher Education

5. Your Official Source on U.S. Higher Education
EducationUSA.state.gov
Source: http://wearesocial.net/blog/2011/11/tweets-english

6. Where in Asia…
Your Official Source on U.S. Higher Education

7. … but not always the big 3
• China – Renren, QQ, & others: 500+ million internet users
• Russia – Vkontakte, Russian language, 111 million users globally
• Netherlands – Hyves, 11 million (2/3 of Dutch population)
rd
• Japan – Mixi but Twitter recently surpassed Mixi in total users
• Brazil – Orkut but Facebook now #1 & Twitter gaining fast
Your Official Source on U.S. Higher Education
EducationUSA.state.gov

8. The China question
• http://mashable.com/2011/11/30/china-social-networking
– Youku (YouTube) * (just launched)
– Sina Weibo (Twitter) 250 mil users 10/11 * 22,000 follows
– Sina blogs (Wordpress/Blogger) * 233,000 blog visits
– Renren (Facebook) 31 mil users 4/11
– Kaixin (LinkedIn-type user base)
– Douban (social network) 53 mil users 2011
» *Used by EducationUSA China
• http://mashable.com/2012/04/10/china-largest-online-population
– Over 500 million internet users in China
• http://www.educationusachina.com/school/usschool/t/faqs
– Verification issues, social media linkages, and other China credential/travel
questions from our EdUSA team in Beijing
Your Official Source on U.S. Higher Education
EducationUSA.state.gov

9. StudentAdvisor – Top 100 Social Media Colleges
9 Prepared by: Office of Enrollment 5/30/2012
Management (so)

10. Social Media Dashboard
• The Social Media Dashboard includes
the following icons:
– Facebook
– Twitter
– Google+
– YouTube
– Flickr
– Pinterest
– Tumblr
– STJBloggers
– STJ2GO
– STJ Athletics
– Instagram
10 Prepared by: Office of Enrollment 5/30/2012
Management (SO)

11. St. John’s Twitter accounts
Associate Vice President of Enrollment Management at Associate Director at the University Freshman Center
St. John's University
11 Prepared by: Office of Enrollment 5/30/2012
Management (so)

12. St. John’s University Official Page
12 Prepared by: Office of Enrollment 5/30/2012
Management (SO)

13. St. John’s University Undergraduate Admission
13 Prepared by: Office of Enrollment 5/30/2012
Management (SO)

14. St. John’s University Rome Graduate Programs
14 Prepared by: Office of Enrollment 5/30/2012
Management (SO)

15. Undergraduate Facebook Contest
15 Prepared by: Office of Enrollment 5/30/2012
Management (SO)

16. Undergraduate St. Patrick’s Day Parade
16 Prepared by: Office of Enrollment 5/30/2012
Management (SO)

17. Contests for Facebook and Eye of the Storm
17 Prepared by: Office of Enrollment 5/30/2012
Management (so)

18. STJBloggers and YouVisit
• Warren Cheung
– Tobin College of Business
• Amanda Pryor
– College of Professional Studies
• Matthew Lundy
– St. John‟s College of Liberal Arts and Sciences
• Kayla Solis
– St. John‟s College of Liberal Arts and Sciences
• Nathali Zamora
– St. John‟s College of Liberal Arts and Sciences
• Caitlin Stehling
– College of Pharmacy and Allied Health
Professions
• Jheryl Wilson
– Tobin College of Business
• Joseph Reis
– St. John‟s College of Liberal Arts and Sciences
• Adam Sanchez
– St. John‟s College of Liberal Arts and Sciences
• Danielle Callier
– College of Professional Studies
18 Prepared by: Office of Enrollment 5/30/2012
Management (so)

19. Pinterest
• Boards
– Academics & Schools
– Faith & Service
– Academic Lecture Series
– We heart NYC!
– When in Rome…
– …or Paris
– STJ Campus Life
– The D‟ Angelo Center
– Athletics
– RedStorm Spirit
– Johnny Thunderbird
– Carnesecca Arena
– 1870 and Onward
– Notable Johnnies
– Alumni Appreciation
– Campuses
19 Prepared by: Office of Enrollment 5/30/2012
Management (so)

20. Instagram
• Posted on Twitter:
– We've joined @instagram! To
follow us, search for our
username 'stjohnsu'. To share a
photo with us, use
the #stj hashtag.
• For Accepted Student Day,
students to take pictures of campus
using Instagram .
• Pictures are so important to
perspective students
20 Prepared by: Office of Enrollment 5/30/2012
Management (so)

21. Twitter - @STJProbTweets
• I love when STJ sends me
enormous scholarship
applications the week before
they're due. Thanks for
nothing! @STJProbTweets
• When you get chased down by
a giant blood
drop. @STJProbTweets
• Anyone else pull the ole all
nighter catch up on studies bc
you slacked the whole week?
Gotta love delirious Mondays!
21 Prepared by: Office of Enrollment 5/30/2012
Management

22. We Need to Pay Attention
Since students returning back on campus from Spring Break, the number of fans
talking about “St. John‟s Problems” has slightly increased.
22 Prepared by: Office of Enrollment 5/30/2012
Management (SO)

23. 中国｜Social Media Outlets

24. China Media Overview
Recommended News Portals:
• Sina
• QQ
• Sohu
Specialized Websites for Overseas Study:
• Tigtag
• Gter
• EOL
Social Networking Websites or Tools:
• Renren
• Micro-blogs
Professional Website for Studying Abroad:
• Zinch

25. China Media for Schools: News Portal
Listed below are the top three News Portals in China—all of which have
education and study abroad channels targeting the parents and students who
are concerned about studying in the US and other countries.
• QQ: http://www.qq.com/
• Sina: http://www.sina.com.cn/
• Sohu: http://www.sohu.com/

26. China Media for Schools: News Portal
Opportunities:
 Huge Traffic
 Very Targeted
Cons:
 Very Expensive

27. China Media for Schools:
Specialized Websites for Oversea Study
Tigtag, EOL, and Gter are specialized websites for oversea study. They provide
professional information on studying and life abroad, as well as forums for
discussion and sharing.
• Tigtag: http://www.tigtag.com/
• EOL: http://www.eol.cn/
• Gter: http://www.gter.net/

28. China Media for Schools:
SNS Websites or Tools
Renren (the equivalent of Facebook in the U.S.) is the largest social website in China.
People—especially students—spend much time on the website talking and sharing with
friends.
• 2 kinds of promotion on Renren:
1. Renren public page (FREE)
2. Renren CPC
» Renren: http://www.renren.com
Weibo, (the equivalent of Twitter in the US) is becoming increasingly popular. People
share short messages, videos and pictures, which can be commented on. You can set up
an account for free on any of these sites, but attracting a strong following can be
difficult and will require high attention and priority.
• Micro-blogs: http://weibo.com/; http://t.163.com/zinchchina;
http://t.qq.com/Zinch_China; http://zinchchina.t.sohu.com

29. China Media for Schools:
SNS Websites or Tools
Opportunities:
 Renren CPC ads is very
targeted. You can choose
the area age range and
interests of your target
 Spread very fast
Cons:
 Need to purchase CPC ads
 Difficult to build a
following/takes time to see
results
 Takes a lot of attention and
active promoting

30. China Media for Schools: Zinch
A professional website for studying abroad, Zinch China helps Chinese students
find undergraduate and graduate programs outside of China, and helps overseas
programs find best-fit Chinese students.
• It is now the largest online social network in China for students interested in
overseas study with more than 200,000 active users.
• Students and parents use Zinch China for free to search for schools and interact
directly with overseas admissions officers.
• Zinch offers paid search, branding, and marketing services to US Universities and
Colleges.
• Zinch China is 100% American owned, with headquarters in San Francisco.
www.zinch.cn

31. China Media for Schools: Zinch
• Channels within Zinch reaching
200,000+ users:
 Zinch newsletter
 Zinch renren public page
 Zinch campaign message
 Banners and links on zinch.cn
• Channels outside Zinch reaching
20,000+
 Search Engine Marketing (Baidu)
 Micro-blog Marketing (Sina, Sohu,
Tencent, RenRen)

32. Your Official Source on U.S. Higher Education
EducationUSA.state.gov

33. Your Official Source on U.S. Higher Education
EducationUSA.state.gov

34. Your Official Source on U.S. Higher Education
EducationUSA.state.gov

35. Your Official Source on U.S. Higher Education
EducationUSA.state.gov

36. Not Just Where But How
% of mobile users who access the web only via mobile phones
• Egypt 70%
• India 59%
• South Africa 57%
• Ghana 50%
• Indonesia 44%
Source: http://mashable.com/2012/04/11/mobile-advertising-developing-world
Your Official Source on U.S. Higher Education
EducationUSA.state.gov

37. How
Your Official Source on U.S. Higher Education

38. Indonesia
– Top two social media outlets:
• Facebook
– 72% of users 16-25
– 76% of all Indonesian with Internet access are
on Facebook
• Twitter 19+ million users
– Indonesian youth is championing „mobile social‟
from We are Social‟s report
– Twitter the new BBM
• Local language content
Your Official Source on U.S. Higher Education
EducationUSA.state.gov

39. Vietnam
• Top Social Media platform: Zing more than twice the users of FB,
but
• Facebook
» 87% 16-25 yrs. old
Your Official Source on U.S. Higher Education
EducationUSA.state.gov
Source: We are Social Social, Digital, & Mobile in Indonchina:
http://wearesocial.net/blog/2011/12/social-digital-mobile-indochina/

40. For more Asia focused mobile,
social & digital data
http://marketingeducationusa.blogspot.com/2012/02/social-media-mobile-trends-in-asia.html
Your Official Source on U.S. Higher Education
EducationUSA.state.gov

41. STJ Weekly Tracking Report
• Official Facebook page for St. John’s
University
– 8,908 vs. 8, 870 fans (+38)
• Undergraduate Admission Facebook fan
page
– 1,303 vs. 1,274 fans (+29)
• Twitter @stjohnsu
– 2,784 vs. 2, 746 followers (+38)
• Twitter @bethstj
– 221 vs. 222 followers (-1)
• Tumblr
– 52 vs. 47 followers (+5) Undergraduate Admission Facebook fan page
• Eye of the Storm
– 2,132 vs. 1,907 students with profiles
(+225)
41 Prepared by: Office of Enrollment 5/30/2012
Management (SO)

42. 42 Prepared by: Office of Enrollment 5/30/2012
Management (so)

43. 43 Prepared by: Office of Enrollment 5/30/2012
Management (so)

44. Your Official Source on U.S. Higher Education
EducationUSA.state.gov

45. What do US institutions
measure?
Your Official Source on U.S. Higher Education
EducationUSA.state.gov
Source: .eduGuru http://doteduguru.com/id6927-results-the-state-of-higher-ed-social-media-2011.html

46. Your Official Source on U.S. Higher Education
EducationUSA.state.gov

47. Defining Thought on ROI
• “Are you using social media to blare your
message, or are you taking the time to
create connections that pay off with real
results.” – Mike Petroff (.eduGuru)
– White paper on: Why your school‟s social
media strategy is falling behind
Source: http://www.fathomseo.com/resources/guides/social-media-marketing.asp
Your Official Source on U.S. Higher Education
EducationUSA.state.gov

48. Questions & Thanks!
Bryan Gross
Associate Vice President, Enrollment Management
grossb@stjohns.edu
Twitter: @stjbryan
Your Official Source on U.S. Higher Education
EducationUSA.state.gov