C14. The Impact of Social Media in Shaping a University's Global Identity Panel Discussion

Transcription

1 C14. The Impact of Social Media in Shaping a University's Global Identity Panel Discussion Clay Hensley, The College Board, NY Henry Broaddus, College of William & Mary, VA Matt McGann, Massachusetts Institute of Technology, MA David Joiner, University of Wisconsin-Madison

2

3 While College Board web traffic has grown since the launch of Big Future, International traffic has grown even faster CB Website Traffic: Academic Year versus (May 2011 Apr 2012) Visitors 12% of visitors 55,902,726 6,636,102 67,212,749 8,430,412 27% in International Traffic 13% of visitors 49,266,624 58,782,337 International US Source: College Board s Web Analytics Report for CB International, 2010/2011/2012; CB analysis

4 Int l traffic to online college planning sites is substantial Collegeboard.org Visitors By Country May 1, 2011 to April 30, 2012 Country Visitors United States 59,000,000 Canada 1,000,000 India 770,000 China 600,000 United Kingdom 500,000 South Korea 250, Other Countries & Territories 5,500,000 Source: Web Analytics Report for CB International, 2010/2011/2012

5 We have created more interactive resources for int l students 5

6 .to channel more int l students to your pages

7 Global social networking represents a tremendous expansion in online activity Websites alone are no longer sufficient Total Unique Visitors (MM) 1, Total Unique Visitors Worldwide 82.4% of the world s online population Social Networking category had a global audience of 1.2 BB users 56.4% of the world s online population Social Networking category had a global audience of <500MM users ,179 Time Spent Online on Key internet categories Mar 2007 October 2011 Other Content Communications Retail Search/ Navigation Social Networking 20% of time spent online is now spent on social networking sites versus 6 % in March Instant Messagers Social networking Source: ComScore Media Metrix October 2011; College Board analysis

8 More than half of local online populations engage in social networking a majority of this audience is outside the US % of online population using social networks By Region/ Country % of user population in US/ Outside By Platform 80% 80% 91% 62% Outside the US 38% Inside the US 20% 20% 9% Facebook Twitter Windows Live Profile LinkedIn Source: ComScore Media Metrix October 2011; College Board analysis

9 Especially for dynamic, current content, social platforms are critical Leading Reason To Fan a Facebook Brand Page 2010 (Top 5 Reasons, Two Different Surveys of Facebook Fans) 2011 Get discounts and promotions 25% Latest news about the brand 62% Am a customer of the company 21% New product info 61% Show others I like/ support the brand 18% + Contests and giveaways 58% It s fun and entertaining 10% Sales, discounts, coupons, offers 55% Be first to know info about the brand 8% Allows me to show I like the brand 47% Source: emarketer May 25, 2011 College Board analysis 9

10 International students are gravitating to social properties even without targeted outreach or engagement Facebook Connect To College Number of Fans, August , ,000+ India 1,500+ United States 14,000+ Egypt Saudi Arabia Pakistan Thailand Nepal Canada Bangladesh United Arab Emirates 1, International 10,000+ Others 5,000+ August 2012 August 2012 Source: College Board Social Media assets Apr 2012; College Board analysis

11 An overwhelming number of posts to the College Board s social media pages are from international students and spill over to conversations beyond support & service questions Facebook Connect To College Number of Fan Posts, March & April 2012 Facebook Connect To College International Fan Posts, March & April 2012 USA N/A 30% 5% Significant increase in transactional queries due to Egyptian unrest and subsequent test center closings 26% 46% Guidance 64% International 74% 54% AP/ SAT Transaction March April Source: College Board Social Media assets Apr 2012; College Board analysis

12 Different platforms rule in different countries Top Search Engines India South Korea China Japan Top Social Media Sites Top Video Site Prefer global platforms Local social networking & video sites dominate Local search engines and SM networks dominate space Not very social; Mobile dominates Source: Web search, 2011; College Board internal analysis

13 And among Programs & Resources Restricted in China

14 100% While the web is where the international youth are, a digital strategy will need to be more than just a website 80% 60% % of teenagers with online access that have engaged in following activities (1) Note that video streaming which is more difficult to be censored is extremely popular among Chinese students % Of Internet Users in Select Countries with a Social Network Profile (2) 40% 20% US: 59% UK: 64% RUSSIA:85% SOUTH KOREA: 64% FRANCE: 50% SPAIN: 59% CHINA:70% INDIA:78% 0% Used a Search Engine Researched for School or Work Read a Blog Watched Streaming Video BRAZIL: 69% South Korea China India Source: (1) TRU teen study 2010, online activities (2) Universal McCann, July 2009 (3) College Board internal analysis

15 Henry Broaddus Associate Provost for Enrollment and Dean of Admission College of William & Mary

16 Join the Campaign to Reclaim The Margins of This Screen You don t need to be reminded where you are, and PowerPoint templates constrain presentation styles the same way a one-size-fits-all approach to the college search process limits fit. Imagine the impact of a stunning visual here in lieu of this khaki swatch.

17

18 The term "digital pedagogy" has now achieved the same status as "interdisciplinarity" or "entrepreneurial scholarship." We express enthusiasm about it publicly, while privately confessing that we don't exactly know how to do it.

19 The term "digital communication" has now achieved the same status as "interdisciplinarity" or "entrepreneurial scholarship." We express enthusiasm about it publicly, while privately confessing that we don't exactly know how to do it.

20 The term "online recruitment" has now achieved the same status as "interdisciplinarity" or "entrepreneurial scholarship." We express enthusiasm about it publicly, while privately confessing that we don't exactly know how to do it.

21 The term "social media strategy" has now achieved the same status as "interdisciplinarity" or "entrepreneurial scholarship." We express enthusiasm about it publicly, while privately confessing that we don't exactly know how to do it.

22 Online social media: Still too new an art for there to be any real masters Image source: hdwallpapers4free.com

23 Image courtesy of Kittikun Atsawintarangkul / FreeDigitalPhotos.net

24 2001: Wikipedia Image courtesy of Kittikun Atsawintarangkul / FreeDigitalPhotos.net

25 2001: Wikipedia 2003: Facebook Image courtesy of Kittikun Atsawintarangkul / FreeDigitalPhotos.net

26 2001: Wikipedia 2003: Facebook 2005: YouTube Image courtesy of Kittikun Atsawintarangkul / FreeDigitalPhotos.net

27 2001: Wikipedia 2003: Facebook 2005: YouTube 2006: Twitter Image courtesy of Kittikun Atsawintarangkul / FreeDigitalPhotos.net

28 Universities with links from admission websites to social networking sites Source: NACAC s 2011 State of College Admissions

29 Universities with links from admission websites to social networking sites 2008: 39% Source: NACAC s 2011 State of College Admissions

30 Universities with links from admission websites to social networking sites 2008: 39% 2009: 73% Source: NACAC s 2011 State of College Admissions

31 Universities with links from admission websites to social networking sites 2008: 39% 2009: 73% 2010: 91% Source: NACAC s 2011 State of College Admissions

32 Trustees need to understand and support investments in technology in order to help a campus operate more efficiently, enhance the quality of the teaching and learning experience for students, and with the use of social media help recruit students to campus. Mary Ellen Jukoski, president of Mitchell College

33

34

35

36

37

38 The thing about Social Media that frustrates marketers to no end is that you can't buy attention...[you have to ask yourself] how can we amaze them? That change in posture, that change in attitude is the single biggest shift, that's going on the Internet right now. Seth Godin

39

40 Vanderbilt is a wonderful school and I still have faith I ll be able to go there someday, Lyla Garrity Vanderbilt s always been a dream but I m not sure if it s realistic anymore. At least at SASU I ll have Tim Lyla Garrity Be sure to see Vanderbilt s new Expanded Financial Aid program more help, no needbased loans: Melanie Moran, associate director of Vanderbilt s news service Thank you! The Financial Aid program looks exactly like what I need right now. Lyla Garrity

41

42 Matt McGann Director of Admissions, MIT 1. Institutional Context 2. Social Media Efforts & Philosophy 3. Inside Look at Our Analytics 4. What Worked Where

43 Institutional Context International brand Name is well-known in many parts of the world Not as much known about culture & mission Expectation of cutting edge technology More international applicants than needed ~4,500 applications (~25% of our applicant pool) ~150 admits (enforced by institutional quota) ~3% admit rate Need blind, meet full need for foreign & domestic

44 Institutional Context $0 international recruitment budget No international travel currently No international postal mail Staffing: 4 communications staff (3 of whom also read/travel) 0 staff focused on recruiting international students Looking for: The right fit Better geographic and socioeconomic diversity

45 International Recruitment Objectives Expressing our unique culture The right fit Better geographic and cultural diversity Continued socioeconomic diversity More excellent STEM women, especially in cultures where this is not encouraged

46 Social Media Philosophy Don t be afraid to try things Don t be afraid to scuttle things Make sure the returns are commensurate with the investment Make sure our efforts reflect MIT mission & culture

47 Current Social Media Efforts Blogs (since 2004) Facebook (since 2010) Video (since 2011) Wiki (since 2011) Small endeavors: Tumblr, webinars...

48 A look inside MIT s analytics Analysis of web analytics and engagement with application and admissions numbers

49 India and the USA: Popular Web Content More popular in India International application instructions Net price calculator Financial aid statistics & deadlines MIT Wiki Student Life & Culture More popular in US Summer programs Majors & minors AP credit Freshman class profile Admissions statistics

50 China and the USA: Popular Web Content More popular in China International application instructions Transfer application & instructions Freshman application instructions Recommendations More popular in US Summer programs Blogs Testing requirements Admissions statistics Interviews

51 Impact of the Great Firewall? China ranks lower in web hits than would be expected based on application numbers Facebook, YouTube are (of course) blocked Blogs not blocked (or do not appear to be) but not as popular; less opportunity for posts to go viral How to we best convey our mission & culture with fewer outlets? Is it worth our resources to do things differently specifically for China, where we already receive many applications?

52 Science Without Borders (or applications yet) Brazil currently has fewer applications to MIT than our web metrics would suggest they would. Is this the leading edge of a forthcoming increase in applications? Is the Brazil Science Mobility Program driving traffic?

53 Current Social Media Efforts: What s Popular Where Blogs Facebook Video Wiki Greece Bangladesh Germany Bangladesh Singapore Brazil Italy Italy Bahrain Egypt Spain Taiwan Nepal Colombia France Indonesia

54 Where Blog Entries Went Viral in Things (2006) Everybody Loves a Math Joke (2006) Iron Man, MIT 87 (?) (2008) How to do everything wrong and still get into MIT (2005) Rwanda Australia Brazil Canada Belgium Canada Mexico India Singapore India United Kingdom United Kingdom Canada Hong Kong Philippines United Kingdom

55 David Joiner Director of Global Engagement and Leadership University of Wisconsin Madison

56 Social media and the on line, off line global engagement strategy

57

58

59

60

61 Ping pong diplomacy never really goes out of style

62

63

64

65

66

67

68

69

70

71

72

73

74

75

76

77 Visits to wisc.edu

78 Searches on Collegeboard.org search # All International Students # All China 1New York University 1 New York University 2Harvard College 2 University of California: Berkeley 3Cornell University 3 Cornell University 4Boston University 4 University of California: Los Angeles 5 Columbia University 5 University of Illinois at Urbana Champaign 6Stanford University 6 Boston University 7University of California: Los Angeles 7 University of Michigan 8University of California: Berkeley 8 University of Washington 9Yale University 9 University of Southern California 10 Massachusetts Institute of Technology 10 Harvard College 11 Brown University 11 Columbia University 12 University of Pennsylvania 12 Purdue University 13 University of Southern California 13 Penn State University Park 14 University of Michigan 14 Brown University 15 Princeton University 15 Stanford University 16 Northeastern University 16 University of Pennsylvania 17 Duke University 17 University of Wisconsin Madison 18 University of Chicago 18 University of Virginia 19 University of Texas at Austin 19 Yale University 20 Boston College 20 Boston College

79 Searches on Collegeboard.org search # Beijing # Shanghai 1New York University 1 New York University 2Cornell University 2 University of California: Berkeley 3University of California: Berkeley 3 Cornell University 4University of California: Los Angeles 4 University of California: Los Angeles 5University of Michigan 5 Boston University 6University of Illinois at Urbana Champaign 6 University of Southern California 7Harvard College 7 University of Michigan 8Boston University 8 University of Illinois at Urbana Champaign 9University of Washington 9 Columbia University 10 Columbia University 10 Harvard College # Guangdong # Jiangsu 1University of California: Berkeley 1 University of Illinois at Urbana Champaign 2New York University 2 University of California: Berkeley 3University of California: Los Angeles 3 University of California: Los Angeles 4Cornell University 4 Cornell University 5University of Illinois at Urbana Champaign 5 New York University 6University of Michigan 6 University of Washington 7Boston University 7 Purdue University 8University of Washington 8 University of Michigan 9University of Southern California 9 Boston University 10 Stanford University 10 University of Wisconsin Madison

80 Receiving SAT Scores University Preferences Vary By Province Popular Score Send Institutions Ranking by Province (1=most popular) China Beijing Shanghai Jiangsu Guangdon g Liaoning Zhejiang Sichuan Shandong Hubei Tianjin Henan Hunan Shaanxi Chongqing Fujian UNIVERSITY OF ILLINOIS URBANA UNIVERSITY OF MICHIGAN ANN ARBOR UNIVERSITY OF WASHINGTON UNIVERSITY OF WISCONSIN MADISON PENNSYLVANIA STATE UNIVERSITY OHIO STATE UNIVERSITY COLUMBUS CORNELL UNIVERSITY UNIVERSITY OF CALIFORNIA BERKELEY PURDUE UNIVERSITY WEST LAFAYETTE UNIVERSITY OF CALIFORNIA LOS ANGELES NEW YORK UNIVERSITY UNIVERSITY OF VIRGINIA UNIVERSITY OF SOUTHERN CALIFORNIA UNIVERSITY OF MINNESOTA TWIN CITIES BROWN UNIVERSITY BOSTON UNIVERSITY NORTHWESTERN UNIVERSITY STANFORD UNIVERSITY UNIVERSITY OF TEXAS AUSTIN WASHINGTON UNIVERSITY UNIVERSITY OF CALIFORNIA SAN DIEGO UNIVERSITY OF NORTH CAROLINA CHAPEL HILL DUKE UNIVERSITY EMORY UNIVERSITY YALE UNIVERSITY MICHIGAN STATE UNIVERSITY INDIANA UNIVERSITY BLOOMINGTON UNIVERSITY OF PENNSYLVANIA COLUMBIA UNIVERSITY HARVARD COLLEGE

81

82 Discussion

83 Open Q&A

84 Thank you For questions and/or links to sources or additional readings/ resources, please contact Clay Hensley, Director, International Strategy & Relationships, The College Board, at or