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SOCIAL M
EDIA S
UCCESS IN
INTERNATIO
NAL STUDENT
RECRUITMENT
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INTRODUCTIONS
• Kevin Barta, Program Officer, EducationUSA Branch, Bureau of Educational & Cultural Affairs, U.S. Department of State
• Marty Bennett, Outreach Coordinator, Global EducationUSA Services, Institute of International Education
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WHAT IS EDUCATIONUSA?
• A U.S. Department of State supported network of hundreds of advising centers worldwide
• Advisers work in U.S. embassies and consulates, Fulbright commissions, NGO’s, universities, etc.
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U.S. DEPARTMENT OF STATE PERSPECTIVE
• Rise of ‘digital diplomacy’ or ‘twiplomacy’o Expand our public diplomacy ability by engaging directly
with the public around the world.
• All U.S. embassies and consulates worldwide are now on social media.
• Over 1,000 State Department staff now engaged in social media activities.
• Social media courses provided at Foreign Service Institute.• Over 30 Million+ followers on State Dept. social media
platforms worldwide.• Also engaging with other governments around the world on
social media.
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WHAT DO WE MEASURE?WHAT CONSTITUTES SUCCESS
• Measuring success can be a difficult endeavor in public diplomacy in general.
• Measuring for success:o Follows (followers, likes, etc. use to be one of the
primary ways success was measured, but this does not go far enough).
o Analyzing user engagement, click-throughs, sentiment, evaluate against previous numbers, etc.
Using tools such as Hootsuite, Mention, Topsy, Crowdbooster, etc.
o Setting goals for platforms or special campaigns against benchmarks from previous programs, other accounts, etc.
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12 MILLION+ CONTACTS IN 2013
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GLOBAL SOCIAL MEDIA, MOBILE, DIGITAL DATA
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GLOBAL SOCIAL MEDIA DATA
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GLOBAL SOCIAL MEDIA DATA
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GLOBAL MOBILE DATA
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EDUCATIONUSA PRIMARY SOCIAL MEDIA
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EDUCATIONUSA SOCIAL MEDIA 2013
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GLOBAL SOCIAL MEDIA SURVEY 2013
• Began late May 2013
• Tracking students per country
• 100+ nations responded
• Assesses how, when, and on what devices students use social media including US college & university sites
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GLOBAL SOCIAL MEDIA SURVEY RESULTS
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GLOBAL SOCIAL MEDIA SURVEY RESULTS
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GLOBAL SOCIAL MEDIA SURVEY RESULTS
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GLOBAL SOCIAL MEDIA SURVEY RESULTS
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EDUCATIONUSA GLOBAL SOCIAL MEDIA SURVEY: WHAT THE DATA SHOWS
• Social media is key to student communications Most have 2-3 accounts – 91% have Facebook
• Students look primarily online for US college info Over 70% use social media to find info about institutions
• Greater majority interact directly with institutional social media They want:
to see aid availableAsk questions/get answers
• While PCs & laptops are still dominant way students access social media, mobile phones (increasingly smart phones) are used by nearly 50%
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GLOBAL SOCIAL MEDIA SURVEY TAKE-AWAYS
• Know Where Your Students “Live” Online
• Focus Your Attention Accordingly
• Provide Opportunities to Interact
• Engage in Conversations
• Start Thinking Mobile
• Time/Target Your Messages
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• Images, quotes, photos most impactful videos
• Largest single referral source of traffic to the EducationUSA site
• Most active of all EducationUSA social media platforms
• Early in 2014, the EducationUSA Facebook page broke the 100,000 barrier
• https://www.facebook.com/lists/10100743331943828
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• https://twitter.com/EdUSAtips/educationusa/members
• Event-driven/hashtag most successful
• Mostly news, events, announcements, articles, images/photos
• Scheduling/Timing of messaging is critical to engage audiences
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YOUTUBE
In 2013 video content was viewed on the EducationUSA YouTube channel nearly 64,000 times.
• Testimonies from students currently studying in the U.S.
• “How-to" advice from advisers
• Playlists of 200+ U.S. college and university videos available on EducationUSA YouTube Channel
• Most impactful university content – student-produced/oriented, simple, funny.
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BLOGS
• Student-owned
• Personal stories
• Days in the life series
• Topical issues
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VIRTUAL FAIRS
1. International Students Day (during International Education Week in November) EducationUSA partnered with CollegeWeekLive (CWL)
• 2013 saw 68% increase, with 22,821 individual attendees • Students from 206 countries and territories interacted with 104
U.S. colleges• 55,000 interactions with U.S. institutions (up 25% from 2012)
2. CWL’s two other global International Students Days in February and August
3. 2 CWL virtual regional events for Asia and Latin America
4. Hobsons’ Virtual Student Fairs
5. Other players/vendors
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WEBINARS/PODCASTS
1. Your 5 Steps to U.S. Study Webinar Series 3 years running Panelists of US higher ed reps sign up with login access to EducationUSA site
2. Recorded webinars podcasted on iTunes The 90+ podcasts available Downloaded 25,000+ times in 2013 Viewed over 168,000 times in 2013
3. Individual centers webinars w/ US higher ed In 2013, over 10,000 students attended EducationUSA webinars Check out individual center’s needs for webinars in 2014
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WEEKLY UPDATE CONTENT
1. EducationUSA Weekly Update (WU) sent to over 500 EducationUSA advisers
2. In 2013, 274,000+ clicks-through on WU content
3. EducationUSA Weekly Updates PDFs posted to Slideshare each Monday = 38,000+ additional views of articles = top 1% most viewed on SlideShare in 2013
4. U.S. institutional reps with login access can submit content online to the WU, free
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NEXT STEPS
• Log in to www.EducationUSA.state.gov
• Sign-up to request a login, receive HEI News, send information to Weekly Update, sign up to present, and use resources on website.
• Attend EducationUSA events: EducationUSA Fairs, Pavilions at APAIE and EAIE, Regional Forums, and Webinars.
• EducationUSA Forum, Washington DC, June 23-25, 2014
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HOW TO REQUEST A LOGIN
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QUESTIONS?
Thank you!