student recruitment using facebook

Why Facebook?

• SEO, awarenes of DK as study destination, branding

• Strong presence - exude dedication and professionalism as a nation

• Traffic to www.studyindenmark and thus to institutions’ websites

• Tap into target audience, extended segmentation options

• Establish trust and user-dialoque; letting students co-write the why’s

State your objectives

HOW?

• Paid advertisement• Liking and following stakeholders• Posting engaging and positive content (content strategy)• Active community management• Using apps to further engage audience (eg. ‘Find your

programme’, ‘Instagram us your best study experience’, etc.)

Build your audience

Paid advertisement

• From 100 - 235.000 Likes in a year. • Paid advertisement, approx. 200.000 DKK• One Like - in average 1 DKK

Study in Denmark Facebook page

Facebook as traffic source

Paid media/traffic to studyindenmark.dk

• 10 % of from Facebook• 10 % from Google

Targeting your audience through

Facebook Adverts

Example of Facebook Advert - ordinary

”Sponsored stories”

Example of Facebook Adverts – targeting friends of friends

- Very effective, but takes a bigger audience to fully exploit

Facebook Adverts

• City/country• Age• Gender• Likes (interests)• .. more

2 types of FB adverts

1. Ordinary adverts with a photo and text2. Sponsored story showing friends liking the page

Segmentation

Content Strategy

Om YGWA

• Should communicate your value proposition (e.g. ”gain a high-quality education”)• Should enable you to meet your objectives

• What – what kind of content/message• To whom – to which audience• How – using which format? (e.g. links

alone/photo with link)• Why – with what intended effect?

The Danish Education brand

THINK, PLAY, PARTICIPATE “Danish higher education is all about your ideas, your aspirations, your opportunities. It's about expressing yourself, working with others and applying new knowledge to solve problems smarter”

– communicates value proposition for international students

Content Strategy

• What – convey the benefits of studying in Denmark (e.g. teaching methods, high international quality, innovative culture (benchmarks), safe environment, progressive society, free healthcare, etc.

• To Whom – to prospect international students

• How - using concise and visually oriented content from studyindenmark.dk and stakeholders (institutions, denmark.dk, investindenmark.dk, visitdenmark, etc.)

• Why – to build the Danish education brand and generate traffic to institutions on an informed and motivated basis

- engage users, call them to action

Content Strategy

• Content from studyindenmark.dk, eg. ”how to apply for a residence…”

• Content from stakeholders or institutions’ FB updates

Content Strategy

To communicate both the serious and the playful; to activate both the rational and emotional reasons to study abroad in Denmark. To be serious, but never dull

Content Strategy

Commucating “high quality” - Danish science discoveries, benchmarks (“Denmark no. 1”), etc.

Engaging users/creating social buzz - questions (“tell us…”), quotes, statements, puzzles etc.

Engaging formats - videos, photos, infographics, animations (less text, more pictures)

How to engage your Facebook audienceBased on the Study in Denmark-FB experience

• Be authentic, unstaged, e.g. no use of stock photos• Be short and concise• Be more visual and less wordy• Post content that invite users to reflect, comment and share• Listen, be polite and positive – expect your reputation to echo

in social media forums• Observe how others succeed - and “copy” their ideas/strategy

Popular types of contentPhotos, photos and photos (upload to FB or post from e.g. Flickr)Authentic and unstaged, e.g.:

•study environment•students•Events, fairs, case competitions, etc.•Buildings, lecture halls, classrooms, situations, surroundings, eg. ‘springtime in Aarhus’

Quality matters • Photos should be of high quality (bad quality

photos exude bad quality education!)• If you claim a ‘vibrant and international study

environment’, then your photos should be able to show just that.

Popular types of content

Other engaging content, such as- Video- Questions- Quotes- Illustrations- Puzzles

- Note: balance the entertaining with the serious to maintain your credibility

Practical tips for posting content

1. Assume a short attention span2. Assume a non-existing attention span

You’ve got 2 sec to make me stop for 3 sec…

Do you feel like clicking here:

Present your content with a minimum of text and instead use graphics, a teasing headline or a question to generate curiosity. If the descriptive text is too long, and especially if the text is not accompagnied by telling graphics, your post is likely to not be noticed in the update stream due to our short attention span when we use Facebook. This has something to do with what we use Facebook for and how we tend to scan texts on the internet rather than read them, it also …..

- Or here:

VIDEO. screenshots

Superimpose a play button + ultrashort description + video link

This will usually generate more Likes and clicks/views than simply posting video links

Embed text into photos - easier to quickly perceive message in update streams:

Authencity

When possible, explain photo, e.g.: ” UCSJ students during xxx lecture”

Practical tips for posting content

Use a link-shortener such as Bitly when posting content

– it enables you to analyse actions generated from your Facebook posts

Inviting students to engage your content

- ask questions, Call for opinions and

suggestions

”Have you felt the shock yet?” http://bit.ly/S8zZst

”How come, do you think?”

Do you prefer to study alone or as part of a team?

What would be another word for this?

”What is another word for this?”

“In the 1960s, cars were threatening to displace bicycles in the main Danish cities... then something happened...” http://bit.ly/LQfUDY

Fill in the blank: The role of higher education is to ________.

“Fill in the blank: The best thing about summer in Denmark is _____”

Traffic to institutions – via studyindenmark.dk and direct links on Facebook

(STARBUCKS FBFAN PAGE)

How to make her smile …

… 6625 Likes and 3500 comments

Traffic to institutions – via studyindenmark.dkand direct links on Facebook

Traffic to institutions – via studyindenmark.dk and direct links on Facebook

Traffic to institutions – via studyindenmark.dk and direct links on Facebook

https://www.facebook.com/studyindxk/photos_albums

Trafic to institutions – via studyindenmark.dk and direct links on FacebookTraffic to institutions – via studyindenmark.dk and direct links on Facebook

Traffic to institutions – via studyindenmark.dk and direct links on Facebook

Got questions? Ask them directly to the institution of your interest, right here on Facebook https://www.facebook.com/pages/Study-in-Denmark/63566068360?sk=photos

Traffic to institutions – via studyindenmark.dk and direct links on Facebook

Linking to and sharing updates from institutions

Linking to other relevant stakeholder information (eg. Startvaekst.dk/eng)

http://www.startvaekst.dk/entrepreneurshipindenmark.dk/entrepreneurship_in_denmark_award_2012

Linking to other relevant stakeholder information (eg. Work in Denmark and Fullbright Commision

Sharing institutions / stakeholders photos and updates

Tid / ressourcer

Drift af en Facebook fanpage (fx 5000 brugere)1-2 timers engagement dagligt. Det omfatter bla.

- Svare på spørgsmål - Forberede og poste relevante nyheder, billeder, video, m.m.- Scanne og poste andet content fra samarbejdspartnere og andre, som kan

bidrage til at brande institutionen (fx og billeder fra lokalmiløet produceret af den lokale turistorganisation)

Vigtige kompetencer: Photoshop billedebehandling