Social media and student recruitment in the Middle East

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1 Social media and student recruitment in the Middle East Ahmed Elsayed Regional Marketing Manager, IDP Middle East Middle East & North Africa 18 Countries In 2 continents 355 million people 30% aged

2 The Digital Spring International Education: a way out? Leave the country for a better future abroad Get an education that could help make things better 2

3 Internet in MENA Penetration Jordan 44% Egypt 50% 42% Bahrain Qatar 90.00% 85% Kuwait 75% Internet penetration MENA Oman UAE Saudi Arabia 66% 60% 88% 0.00% 50.00% % Source: Wamda, Saudi Gazette, Arabian Gazette statistics,

4 Daily Habits Smartphone Penetration MENA Source: Ipsos Gemius,

5 Penetration of Mobile Apps and top content consumed Source: Ipsos 2013 Language 5

6 Social Media Scene Social Media Penetration 6

7 3.7% 18.3% 16.2% 16.2% 16.4% 12.3% 9.5% Penetration % as part of population 17.4% 25.1% 26.8% 25.0% 34.4% 33.9% 41.7% 39.2% 35.2% 10/10/2014 Facebook Penetration MENA 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Source: Arab Social Media Report-2013, Social Bakers Statistics

8 Facebook users by Country Source: Arab Social Media Report-2013 Age Split of Facebook Users Source: Arab Social Media Report

9 Language preference Source: Arab Social Media Report

10 Twitter active users MENA Source: Arab Social Media Report-2013 Twitter Use Average Monthly Tweets 47% of tweets coming from KSA Egypt and UAE responsible for approximately 12% each. Rest, 100 M UAE, 37 M EGY, 40 M KSA, 158 M English 18% Tweets by Language Other 8% Arabic 74% Source: Arab Social Media Report

11 High reach in the region Source: Alexa, Google Internal systems 11

12 and growing exponentially Source: YouTube, Google With high usage frequency Source: Think Insights with Google 12

13 What starts with YouTube goes everywhere. IDP Middle East Experience 13

14 IDP Middle East FB 33.8k Likes 2.2k Likes 18.4k Likes June 12 June 13 June 14 A week on f/ IDP.MiddleEast 40 page posts 687 Stories Created 13,655 Total Reach 25,946 Total Impressions 1,438 Items clicked 205 New fans 1,438 Consumptions (Items clicked) 14

15 Social Media Performance FY2014 FB SP Middle East Likes Posts organic reach 40, , , , , , , , ,449 20, , , , , , , ,502 5, , Y13 Y14 - Y13 Y14 In Dec 2013 FB applied a change in algorithm that meant high-quality articles would be receiving greater visibility than images FB referral traffic to 30, % 26% 25, , % FB 15, % 74% Other channels 10, % 5, YTD 15

16 IDP ME Twitter Created in Jan followers Twitter/IDPMiddleEast 16

17 Twitter Engagement Twitter Engagement 17

18 Youtube/middleeastidp Videos: 64 Total views: 20,589 Subscribers: 194 Views come from 140 countries IDP Middle East Web Leads % 19% 22% % 81% 78% % 65% FY 2012 FY 2013 FY 2014 FY 2015 YTD Offline Activities Social Media & online 18

19 The good news are.. Popular channels in ME are same as those YOU use; FB, Twitter, YouTube 2 languages only to cover all countries Need to customize channel selection for each country rather than 1 approach for all. Send us photos, videos and content as we will use those to promote your institution Connect with our social media accounts Thank You! 19

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