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 15-25 www.aiec.idp.com 1
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 www.aiec.idp.com 2
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% 100.00% Source: Wamda, Saudi Gazette, Arabian Gazette statistics, 2013 www.aiec.idp.com 3
Daily Habits Smartphone Penetration MENA Source: Ipsos Gemius, 2013 www.aiec.idp.com 4
Penetration of Mobile Apps and top content consumed Source: Ipsos 2013 Language www.aiec.idp.com 5
Social Media Scene Social Media Penetration www.aiec.idp.com 6
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 2013 www.aiec.idp.com 7
Facebook users by Country Source: Arab Social Media Report-2013 Age Split of Facebook Users Source: Arab Social Media Report-2013 www.aiec.idp.com 8
Language preference Source: Arab Social Media Report-2013 www.aiec.idp.com 9
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-2013 www.aiec.idp.com 10
High reach in the region Source: Alexa, Google Internal systems www.aiec.idp.com 11
and growing exponentially Source: YouTube, Google With high usage frequency Source: Think Insights with Google www.aiec.idp.com 12
What starts with YouTube goes everywhere. IDP Middle East Experience www.aiec.idp.com 13
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) www.aiec.idp.com 14
Social Media Performance FY2014 FB SP Middle East Likes Posts organic reach 40,000.00 35,000.00 30,000.00 25,000.00 33,873 700,000.00 600,000.00 500,000.00 589,449 20,000.00 18,373 400,000.00 15,000.00 300,000.00 10,000.00 200,000.00 182,502 5,000.00 100,000.00 - 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. www.idp.com 30 FB referral traffic to www.middleeast.idp.com 30,000.00 19% 26% 25,000.00 20,000.00 8% FB 15,000.00 81% 74% Other channels 10,000.00 92% 5,000.00-2012 2013 2014 YTD www.aiec.idp.com 15
IDP ME Twitter Created in Jan 2012 746 followers Twitter/IDPMiddleEast www.aiec.idp.com 16
Twitter Engagement Twitter Engagement www.aiec.idp.com 17
Youtube/middleeastidp Videos: 64 Total views: 20,589 Subscribers: 194 Views come from 140 countries IDP Middle East Web Leads 20000 18000 16000 14000 12000 7% 19% 22% 10000 8000 6000 93% 81% 78% 4000 2000 0 35% 65% FY 2012 FY 2013 FY 2014 FY 2015 YTD Offline Activities Social Media & online www.aiec.idp.com 18
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! www.aiec.idp.com 19