Social Networks in the International Marketing of - GATE

Transcription

Project SoNIM
Social Networks in the International
Marketing of German Universities
Team “Specialisation International Management”
Bonn-Rhine-Sieg University of Applied Sciences
Dept. of Business Administration, Rheinbach
Coordinator: Prof. Dr. Jürgen Bode
Team SoNIM
17.01.2011
Project SoNIM
Projektbeschreibung (1/2)
Im Zeichen zunehmenden Wettbewerbs von Hochschulen weltweit um qualifizierte, international mobile Studierende gerät das
Marketing zur internationalen Rekrutierung auch in Deutschland zunehmend ins Blickfeld. GATE-Germany unterstützt
internationale Marketingverantwortliche deutscher Hochschulen hierbei mit Publikationen, Workshops, Seminaren und
Kongressen.
Kernaufgaben des Marketings sind die Gestaltung und der zielgerichtete operative Einsatz von Kommunikationsinstrumenten.
Band 1 der GATE-Germany Schriftenreihe Hochschulmarketing “Instrumente zur Rekrutierung internationaler Studierender - Ein
Praxisleitfaden für erfolgreiches Hochschulmarketing“ untersucht hierbei eine große Bandbreite unterschiedlicher Instrumente,
die den Hochschulen zur Verfügung stehen. Band 2 „Websitemarketing deutscher Hochschulen zur Anwerbung internationaler
Studierender“ beschreibt mit der Website das derzeit wohl wichtigste Instrument. Seit Veröffentlichung dieser beiden Bände
erfuhr mit den sozialen Medien ein weiteres Bündel an Instrumenten eine ungemein dynamische Entwicklung.
Zwei Trends führen zu einer wachsenden Nachfrage nach Transparenz und Gestaltungshinweisen im Einsatz sozialer Medien
von Seiten der Marketingverantwortlichen an Hochschulen: zum einen sind für die Mehrheit der Studieninteressenten und
Studierenden weltweit soziale Medien eine ausgesprochen häufig genutzte Plattform der Kommunikation, zum anderen weisen
jedoch nur wenige Mitarbeiter im internationalen Hochschulmarketing entsprechende Erfahrungen als Nutzer, oder gar Gestalter,
sozialer Medien auf.
Diese neuen Trends hat GATE-Germany zum Anlass genommen, das Studierendenprojekt der Hochschule Bonn-Rhein-Sieg
SoNIM (“Social Networks in the International Marketing of German Universities”) zu unterstützen. Es liefert einen Analyserahmen
und Anregungen zur Gestaltung eines Teilgebiets der sozialen Medien: den sozialen Netzwerken. Es wird nicht nur das in vielen
Ländern dominierende Facebook untersucht, sondern auch Twitter*, Renren (in China verbreitet) und Vkontakte (im
russischsprachigen Raum verbreitet) werden untersucht. Es werden ihre Marketingfunktionen und –wirkungen geordnet und
beschrieben, Beispiele gezeigt und Gestaltungshinweise gegeben.
* Twitter wird meist als „Micro-Blog“ Plattform bezeichnet, wurde jedoch hier gemeinsam mit den „klassischen“ sozialen Netzwerken untersucht.
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Project SoNIM
Projektbeschreibung (2/2)
Außerhalb der Betrachtung des Projekts SoNIM liegen andere soziale Medien (z.B. Blogs, YouTube, Wikis, BookmarkingPlattformen etc.), die Bedeutung sozialer Netzwerke aus Sicht des nationalen Marketings, und die Nutzung sozialer Netzwerke
für die Rekrutierung von Forschern, Doktoranden oder Mitarbeitern.
Als methodischen Untersuchungsrahmen greift die Studie zurück auf die Analyse der aktuellen Literatur zum Social Media
Marketing, auf einzelne Interviews mit Experten auf dem Gebiet, sowie auf die Analyse von „Best Practice“ Beispielen aus der
Hochschulwelt, aber auch aus anderen Branchen.
SoNIM wurde im Rahmen eines Projektseminars der Hochschule Bonn-Rhein-Sieg durch ein internationales Studententeam
unter der Leitung von Prof. Dr. Jürgen Bode und der fachlichen Beratung von GATE-Germany durchgeführt. Dies hatte den
Vorteil, dass mit den Studierenden unmittelbar betroffene, häufige Nutzer sozialer Medien aufgefordert waren, die
entsprechenden Untersuchungen vorzunehmen und ihre Sicht für die Leser aus den Marketingeinheiten der Hochschulen
darzulegen. Mit einer Anzahl Austauschstudenten stellte sogar die eigentliche Zielgruppe des internationalen
Rekrutierungsmarketings einen Teil des Projektteams. Die Studierenden befanden sich im letzten Jahr ihres Bachelor-Studiums
„Business Administration“. Damit konnten sie schon eine gewisse Erfahrung und Übung in der Recherche und Analyse
einbringen, doch bitten wir die Leser um Verständnis für einzelne Unvollkommenheiten in der Tiefe und Stringenz der
Untersuchung.
Das Projekt erstreckte sich auf den Zeitraum Oktober 2010 bis Januar 2011.
Das Studententeam setzte sich aus Teilnehmern aus 6 Ländern mit ganz unterschiedlichen kulturellen Hintergründen
zusammen. Etliche Teammitglieder sprachen kein Deutsch, deshalb wurde dieses Projektdokument in englischer Sprache
verfasst.
Die hier vorliegende Projektdokumentation ist im Präsentationsformat gehalten. Im Vergleich zum „klassischen“ Buchformat ist
es schneller zu verfassen und kann damit aktueller sein, lässt sich durch den Leser für eigene Präsentationen nutzen und ist
durch die stärker grafisch orientierte Darstellungsweise von Präsentationsfolien intuitiv leichter zu erfassen und schneller zu
lesen.
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Project SoNIM
Page
Content
Project Profile
4
Social Networks in the Student’s Decision Process
10
Why Social Media?
13
Overview on Selected Social Networks Worldwide
19
-Facebook
24
-Vkontakte
52
-RenRen
72
-Twitter
95
Bibliography
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Project SoNIM
Project Profile
Prof. Dr. Jürgen Bode
Team SoNIM
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Project SoNIM
International marketing through social networks is supposed to increase in
importance, yet there is not much information available to universities
Situation at beginning of project (October 2010)
The international Higher Education market is booming: worldwide, 3 million persons study abroad;
this figure is expected to double until 2020.
Especially universities in the US, the UK, France and Australia are recruiting large numbers of
foreign students; Germany, with approx. 250,000 students from abroad, is also among the top
hosting destinations*.
In 2008, GATE-Germany has published the study „Tools for the recruitment of international
students“ which describes all important communication tools for international university marketing,
and which provides hints for the design of these tools. At the time of publishing, social networks did
not yet play a significant role in international marketing.
In the meantime, the use of social media, especially among younger age groups targeted by
university recruitment, has grown tremendously. We can assume that social media are becoming an
important communication channel which offers large potentials for effective marketing. Universities,
however, still lack a clear framework for the appropriate use of these tools.
Project SoNIM provides this framework, together with case examples (benchmarks) and guidelines
for the effective use of social networks.
* Source: Atlas of International Student Mobility http://www.atlas.iienetwork.org/
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Project SoNIM
The project has ultimately aimed at providing a draft guidebook for international marketing
managers of German universities on how to apply social networks as marketing tools
Objectives of the project (1/2)
The project has
– Identified the technical possibilities offered by selected social networks to market the university
internationally;
– Showcased how to effectively design the tools offered by social networks;
– Provided an overview on the way selected universities worldwide have used social networks for
their international marketing (benchmarking);
– Displayed case examples from other industries worldwide which can serve as a model for
effective social network marketing;
– Displayed key performance indicators which help assess the outreach, effectiveness and
relevance of selected social networks as international marketing tools;
– Analysed and described the potential marketing effects, using the typical decision process of a
prospective student as frame of reference;
– Showed examples how social network marketing is to be integrated with other marketing tools;
– Given recommendations for the international marketing manager of a German university on how
to apply social networks as marketing tools.
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Project SoNIM
The project has ultimately aimed at providing a draft guidebook for international marketing
managers of German universities on how to apply social networks as marketing tools
Objectives of the project (2/2)
The project has focused on selected social networks, i.e., Facebook, Renren, Twitter, and
Vkontakte. Social networks are based on detailed personal, or organisational, profiles, and a
network of persons sharing similar traits (e.g., „friends“, „fans“).
The project did not
– Deal with social media or interactive web tools other than social networks (i.e., Blogs,
YouTube, Wikis, Social Bookmarks and the like are not covered);
– Analyse social networks from the domestic marketing perspective;
– Investigate the effect of social networks on the recruitment of researchers and staff of
universities;
– Provide a cost-benefit analysis of social networks as marketing tools;
– Provide a representative or comprehensive overview, or statistics, on the current state of
application of social networks as marketing tools.
Team SoNIM
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Project SoNIM
The project has followed a structured approach
Project steps
Survey published literature on social
network marketing
Research and analysis Research and analysis
of university
of benchmarks from
benchmarks
other industries
Expert interviews
Analyse impact of social network
marketing on the decision process of the
prospective student
Research key performance indicators of
social network marketing
Derive key concepts and guidelines for
social network marketing of universities
Documentation of results in the form of a
Powerpoint presentation
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Project SoNIM
The project has been carried out by a student team from October
2010 to January 2011
Project organisation, schedule
The project has been carried out by a student team from Bonn-Rhine-Sieg University of Applied Sciences under the
direction of Prof. Dr. Jürgen Bode.
Prof. Gerhard W. Jäger, an external marketing and consulting expert, has supported the structuring and organisation
of results as well as their interpretation in the framework of university marketing.
The team was formed by 17 students of Bonn-Rhine-Sieg University of Applied Sciences, enrolled in the final year of
the B.A. programme „Business Administration“. It included 7 exchange students from 5 countries. The project was a
mandatory part of their study programme in „International Management“ providing 2 ECTS.
Expertise and guidance from GATE-Germany was solicited throughout the duration of the project. Main milestones
for the exchange of views between project team and GATE-Germany were
– A kick-off meeting
– A presentation of benchmarks, and the results of the literature survey
– A presentation and discussion of the draft report
– A presentation and discussion of the final report
Feedback from these meetings was subsequently included in the final presentation.
Project results were documented as a Powerpoint presentation. This method, compared to a traditional text, ensures
an earlier documentation and publication of results, and supports quicker reading and scanning by the reader.
Project work covered a period from October 2010 to January 2011.
Team SoNIM
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Project SoNIM
Social Networks in the Student’s
Decision Process
Overview and Facebook examples
Prof. Dr. Jürgen Bode
Team SoNIM
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Project SoNIM
Before and during international studies, in one way or another a student‘s mind
follows several steps in a decision process
Decision process of potential students
Activities
Raise
awareness
&
Focus search
space
Option to study
abroad occurs
in student’s
mind for first
time
Student explicitly or implicitly
restricts her
search for target
universities, e.g.
to specific
countries
Team SoNIM
Gather
information
&
Develop
decision criteria
Assess
information
&
Prioritise
relevant
universities
Send
applications
&
Evaluate
universities’
feedback
Student collects Information is
Student applies
information
at selected tarevaluated along
get universities
about potential
the set of
criteria
target univer Universities
sities
Student comprocess appli During the procations, compares, ranks
cess, student
municate with
and selects
identifies and
potential target
applicant, send
admissions
universities
refines criteria
for the selection
Student reassesses her
of a target university
choice based on
the feedback
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Enrolment
decision
Build up
satisfaction
Student compares
expectations with
the university’s
delivery, seeks
confirmation of
her decision
Satisfied students
recommend university to friends
and class mates
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Project SoNIM
In each step of a potential student’s decision process, specific activities are required on
social networks to reach the target group; examples are shown on the following slides
Objectives/activities in the design of social networks
Objectives / activities
Raise
awareness
&
Focus search
space
Broad reach of
network, high
number of fans
Spark interest in
target group
Share button on
website
Contribute to
groups elsewhere
Make fans share
university’s
content with their
friends
Team SoNIM
Gather
information
&
Develop
decision criteria
Assess
information
&
Prioritise
relevant
universities
Send
applications
&
Evaluate
universities’
feedback
Provide basic
Frequent
Provide immeinformation on
postings convey
diate feedback
to questions
network, detailimage of active
campus life
ed information
Convey a sense
on website
Postings of inof customer
orientation
Emphasise
ternational stustrengths of
dents increase Regularly inform
institution
credibility
about the status
of applications
Attract potential Activities on
student emosocial network
tionally
must live up to
the promises
Reply quickly to
questions
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Enrolment
decision
Build up
satisfaction
Post evidences of the
performance of the
university
Make fans share
these postings with
friends
Carry out surveys
Faculty and administration run thematic
groups and forums for
discussion
Integrate network with
alumni activities of the
instution
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Project SoNIM
Tagging makes the university known to friends of fans and raises their
awareness
“Photos” page of University of Groningen on Facebook
Step of decision process:
Raise awareness & focus
search space
Tagging of persons on photos
of university‘s facebook
account
Tags will appear on the
accounts of the tagged users
where they provide a link to
the university‘s facebook
profile
Friends of fans become aware
of the university
Team SoNIM
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Project SoNIM
The possibility to inquire informally from other students conveys special
credibility
Discussion forum, Jacobs University Facebook Profile
Gather information &
develop decision criteria
In Facebook‘s discussion
forum, potential students can
informally inquire relevant
information
Apart from the university
offices, also other students, or
graduates, reply to inquiries,
which conveys special
credibility
Team SoNIM
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Project SoNIM
The possibility to inquire informally from other students conveys special
credibility
Discussion forum, Waikato University Facebook Profile
Gather information &
develop decision criteria
In Facebook‘s discussion
forum, potential students can
informally inquire relevant
information
Apart from the university
offices, also other students, or
graduates, reply to inquiries,
which conveys special
credibility
Team SoNIM
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Project SoNIM
Videos help to convince students on an emotional level
Arizona State University Facebook Profile
Assess information &
prioritise relevant universities
Videos help to convince
potential students on
emotional level
Information backed up by
video material gains special
weight in the decision process
High level of student activity
on the university‘s facebook
pages conveys the impression
that campus life is attractive
Team SoNIM
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Project SoNIM
Videos by students have an emotional effect and bear special credibility
Waikato University Facebook Profile
Assess information &
prioritise relevant universities
Videos help to convince
potential students on
emotional level
Information backed up by
video material gains special
weight in the decision process
High level of student activity
on the university‘s facebook
pages conveys the impression
that campus life is attractive
Team SoNIM
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Project SoNIM
Universities display high level of service by responding to enquiries rapidly
and accurately
Waikato University Facebook Discussion Forum
Send applications & evaluate
universities’ feedback
Applicants enquire about the
status of their application, e.g.,
in the facebook discussion
forum
The university can display a
high level of service
orientation by responding
rapidly and accurately
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Project SoNIM
Polls are a good tool to survey satisfaction among actual students
Victoria University of Wellington, “Poll” page on facebook profile
Build up satisfaction
Facebook offers the possibility
to create, or participate in,
surveys
Surveys can be related to
student satisfaction
Students feel respected when
being asked about their critical
assessment of student
experience, which in turn
creates satisfaction
Team SoNIM
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Project SoNIM
Why Social Media?
Chao-yang Wu
Eunjeong Han
Team SoNIM
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Project SoNIM
Overview of the world, showing the most important social networks by country, (06/2009)
If you would like to reach the most people in the world, use Facebook!
Team SoNIM
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Project SoNIM
Social network marketing of Universities is necessary!
Advantages of social network
marketing for Universities
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Successful Marketing on social networks
Interactions is needed and the Do’s and Don’ts of social network marketing
Objectives
:
make users aware of the
social network presence
Do´´s:
Don'ts:
no profile picture
no information of
University
use vulgar language
Fan´´s
loyalty:
big attractive profile picture
be unique
“share” button on website
contribute to groups
elsewhere
make users proud to be
your fan
make users come back
make users feel an added
value when revisiting the
social network presence
make users discussing with each
other on your page
create a spirit of connectedness, a
place of regular visits between friends
add applications
provide media
(e.g. video clips)
keep updating
involve in discussions
answer questions on
your wall
provide groups
moderate discussions
create events
spam with unimportant
information
ignore the “fan “
no reactions on fans’
issues
no updates of page
no updating about new
information
no special activities
(boring page)
low
medium
high
How to deal with criticism? Don't delete it, it’s about staying civil and learn from the critics
How to formulate texts on the page? Depends on the target group we have to consider about the different styles of formulating.
e.g. young students young style/ youth language, Alumni page more formal
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Project SoNIM
Overview on Selected Social Networks
Worldwide
Max Gaertig
Uwe Geuenich
Yahia Zakaria
Team SoNIM
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Project SoNIM
Selected social networks‘ profile
Facebook and Twitter dominate the market!
Social Network
Facebook
habbo
Twitter
RenRen
MySpace
User
(in million, 11/2010)
500+
170+
160+
150+
100+
country preference
United States
United Kingdom
Canada
Europe
United States
Canada
Australia
United States
India
Japan
China
India
United States
Europe
South Korea
target group
pupils
students
companies
universities
pupils
students
hotels
pupils
students
companies
universities
pupils
students
companies
universities
music bands
music fans
growth rate
(2009 to 2010)
43%+
bankrupt
93%+
60%+
50%(lost toFacebook)
predominant
usergroup
(11/2009 - 07/2010)
18-25
(43%)
0-17
(47%)
18-34
(39%)
18-34
(56%)
18-25
(36%)
Logo
Sources: Backup
Team SoNIM
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Project SoNIM
Selected social networks‘ profile
Some social networks, especially the smaller ones, have a short-lived presence!
Social Network
Orkut
Vkontakte
Hi5
LinkedIn
bebo
User
(in million, 11/2010)
100+
100+
80+
70+
40+
country preference
Brazil
India
United States
Russia
Ukraine
Kasakhztan
Latin America
Indonesia
Eastern Europe
United States
United Kingdom
India
Europe
Australia
United States
target group
pupils
students
companies
universities
pupils
students
companies
universities
pupils
students
students
companies
business people
pupils
students
growth rate
(2009 to 2010)
12%+
45%+
sold
(Mohr Davidow
Ventures)
50%+
sold (Criterion
Capital Partners
2010)
predominant
usergroup
(11/2009 - 07/2010)
18-25
(50%)
18-25
(42%)
25-34
(30%)
35-44
(30%)
0-17
(45%)
Logo
Sources: Backup
Team SoNIM
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Project SoNIM
Most important social networks in the selected target markets, (12/2009)
In most of Asia and Eastern Europe other social networks than Facebook lead the market!
Facebook is still the most
common way for social network
marketing worldwide!
RenRen is the best social
network to attract students
From China!
Orkut is the best social
from India!
VKontakte is the best social
from Russia!
India
#1 Orkut
#2 Facebook
#3 Twitter
„Worldwide Ranking of Social Networks: Top 3 by country - Facebook, Mixi and others!“, http://www.weblog.customercentric.org/2009/12/facebook-myspace-youtube-mixi-ranking-international/, 24.12.2009
Team SoNIM
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Project SoNIM
Which social network suits best for our goal?
University features/properties as criteria for the choosing the right social network
Attract
students
from all over
the world
Attract
students
from Europe
Attract
students
from Asia
Attract
students from
North America
+ Latin
America
Attract young
people for
undergraduate
study program
Attract
students for
graduate and
other specific
degree
programs
Alumni
Universities with low budget
and one responsible staff
member
Facebook
(Wordwide
and lower
costs)
Facebook
China=Ren
Ren
or India=Orkut
Facebook
Twitter
Facebook
Facebook
Facebook
Xing
Universities with high budget
and two or more responsible
staff members
Facebook
(maybe other
local social
networks)
Twitter
Facebook
VKontakte
RenRen
Orkut
Facebook
Facebook
Twitter
Orkut
Twitter
Facebook
(RenRn,
VKontakte,
Orkut)
Facebook
Twitter
Orkut
Renren
VKontakte
Facebook
Xing
Twitter
LinkedIn
Universities of Applied Sciences
(focus on business
administration) with low budget
and two responsible staff
members
Facebook
Twitter
Vkontakte
Facebook
Orkut
Renren
Facebook
Orkut
Twitter
Facebook
Twitter
Facebook
Facebook
Twitter
Xing
Universities which specialized
on certain majors (e. g.
biology or engineering).
Facebook
Twitter
Facebook
Renren
Orkut
Facebook
Orkut
Facebook
RenRen
Vkontake
Facebook
Facebook
Xing
LinkedIn
Goals
Properties/features
of Universities
Team SoNIM
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Project SoNIM
Facebook
Ji Yeong Ahn
Oliver Bongard
Team SoNIM
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Project SoNIM
Key performance indicators/statistics
Facebook users are increasing dramatically and there has been a lot of activities
1. More than 500 million active users
Million
high increasing
500
2. Over 900 million objects
pages, groups, events and community pages
3. More than 30 billion pieces of content shared each month.
web links, news stories, blog posts, notes, photo albums
Typical users/user profiles
spends 55 minutes a day on Facebook
The average user
creates 90 pieces of content each month
is connected to 80 community pages, groups and events
Source:www.facebook.com/press/info.php?statistics
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Project SoNIM
Characteristics of Facebook I
Function
Fast information/news
Receive/send messages
Special community
Possible to send the message to all group members
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Project SoNIM
Characteristics of Facebook II
Function
Add the person you know using Facebook Search
possible to remove friends
Invite/be invited to event
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Project SoNIM
Characteristics of Facebook III
Function
Share the contents like video/photo/event and so on
Recommend games or can be recommended
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Characteristics of Facebook IV
Function
Access your favorites or find new ones.
Tag fans in photos
Allow you to more actively mention your friends and other things
Team SoNIM
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Project SoNIM
Toolbox for Social Media Marketing I
Lots of Universities are using Facebook for marketing
Tool
Short description
Wall
Ability to post messages (with attachment)
Page where owner and fans can
Fans can post messages
post messages and other objects.
Here are the recent activities listed. Interaction is possible
Like
"Like" is a way to give positive
feedback or connect with content
you care about.
It will be noted beneath the content that you “liked” it
Automatically appear a message on your Wall
Fans will get a notification
Viral effect
University of South
Florida
Photo & Video
You can upload pictures into
albums and share them.
Fans will get a notification about new pictures you
uploaded, “liked” or you “tagged” in
Tagging on pictures of other users
It'll be noted beneath the picture, which you are
in it
Harvard University
Maastricht University
Event
You can invite events and can get
invited to events, too.
Promote Events on Facebook
Maastricht University
Groups
Groups allow people to come
together around a common cause
or activity to express their views
Discussions
Exchange of views
Texas A&M
University
University of Phoenix
Contribute to discussions in other
groups with relevance to the
strength of the university.
Make group members aware of your university
+ Photo tagging
(on own page)
Other groups
e.g. thematic
groups
Team SoNIM
Relevance to university marketing
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Best practice
Harvard University
University of
Cambridge
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Project SoNIM
Toolbox for Social Media Marketing II
Lots of Universities are using Facebook for marketing
Tool
Short description
Relevance to university marketing
Best practice
Link
Posting links enables you to share
content from other web-pages with your
fans.
Add a comment on each link you post
Preview of the linked page on your wall
latest 3 links will appear in the left column of your
page
Rheinische FriedrichWilhelms-Universität
Bonn
comment each link
Applications
There are different types of applications
you can add to your profile. You also
have the possibility to develop your own
application and integrate it.
Places: Allows you to see where your
friends are and share your location.
Polls
Surveys
Games
And many more, which you can find in the
‘Applications Directory’
University of
Kentucky:
Using twitter-,
youtube- and
promoting students to
use placesapplication
Facebook ads
You can select each targeting criterion.
There is no set cost for Facebook Ads.
You pay for each click.
Target ad by: location, sex, age, keyword,
relationship status, job title, workplace, or college
Ad will appear on the right column
Share-button
Sharing links helps facilitate the flow of
information on Facebook. If you click
the "Share" link below any webpage,
you will have the option to send that
content in a message or post that
content to your profile.
Contents can be uploaded on profile and fans get
a notification
You can send fans messages that you want to
share information
Fans can “like” it and “share” on own profile
eMail
eMail Service, Short-Message Service
& Inner-Network Messenger in one.
Facebook is getting more important for marketing
aspects
Team SoNIM
17.01.2011
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Project SoNIM
Toolbox for Facebook Wall
Post
videos
The wall is the main platform to interact with
Facebook users
here are the recent activities listed
ability to post messages
Fans can post messages
Do´s & Don’t´s:
+ posting messages with attachment
+ answer/comment fan´s messages
Questions
of Fans
Answer questions
Team SoNIM
- make sure you don’t spam people
Here you got the most interaction!
Keep posting interesting content,
so that your Fan´´s „like“ and share it
17.01.2011
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Project SoNIM
Toolbox for Facebook “Like“ - Button
People have to like your content
"Like" is a way to give positive feedback or connect with
content you care about
it will be noted beneath the content that you “liked” it
it will automatically appear a message on your Wall,
about what you “liked”
Fans will get a notification about content that you “liked””
The “Like“ – Button makes user share your content
make sure you got interesting content
viral effect
Team SoNIM
17.01.2011
Page 38
Project SoNIM
Toolbox for Facebook “Like“ - Button
"Like" is a way to give positive feedback or connect
with content you care about
it will be noted beneath the content that you “liked”
it
it will automatically appear a message on your
Wall, about what you “liked”
Fans will get a notification about content that you
“liked”
Do´s & Don’t´s:
Fan´s can also „like“ your content and
share it with their friends
Keep posting interesting
content!
Team SoNIM
+ “like” interesting things, which are related to you
+ keep your fan´s interested in your “likes”
+ also put the “like” button on your Homepage
- make sure you don’t spam/bore your fan´s by
uninteresting “likes”
17.01.2011
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Project SoNIM
Toolbox for Facebook Photos
You can upload pictures into albums and share them
with the user´s
Fans will get a notification about new pictures you
uploaded, “liked” or you “tagged” in
On the left column on your page, user´s can see your
photo albums
tagging on pictures
it'll be noted beneath the picture, that you are in it
Do´s & Don’t´s:
Fan´s can also tag theirself and their
friends or “like“ your photos
So they share your content!
Team SoNIM
+ post big pictures
+ post good quality pictures
+ offer different albums
- repeat same locking pictures
- Put too many pictures in a album
17.01.2011
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Project SoNIM
Toolbox for Facebook Videos
You can upload videos into video album and share
them with users
Fans will get a notification about new videos you
uploaded
tagging on videos
it'll be noted beneath the videos, that you are in it
Do´s & Don’t´s:
+ high quality videos
- make sure you don’t spam/bore your fan´s
Fans can also tag themselves and
their friends or “like“ your videos
So they share your content!
Team SoNIM
17.01.2011
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Project SoNIM
Toolbox for Facebook Events
You can invite events and invited to.
Users can be invited to the events and also they can
invite other people.
Do´s & Don’t´s:
+ create events
+ provide necessary information about a event
+ upload a event-flyer
- make sure you don’t spam/bore your fan´s
Users can share the events with
other people that they invited.
Team SoNIM
17.01.2011
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Project SoNIM
Toolbox for Facebook interaction
Groups
Facebook Groups allow people to come together
around a common cause or activity to express their
views
discussions
exchange of views
Do´s & Don’t´s:
+ moderate Groups
+ keep user´s active
+ Contribute to discussions on external groups
- Groups without discussion
Discussions and exchange of views
can make your university more
attractive.
Team SoNIM
17.01.2011
Page 43
Project SoNIM
Toolbox for Facebook Links
Posting links enable you to share contend from other
web-pages with your fans
you can add a comment
preview of the linked page
the latest 3 links will appear in the left column of
your page
Do´s & Don’t´s:
+ add a comment why users should visit that link
- just copy an URL-code and post it
Users can share the links with other
people or will find the way to your
homepage easily.
Team SoNIM
17.01.2011
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Project SoNIM
Toolbox for Facebook Applications
There are different types of applications you can add to
your profile. You also have the possibility to develop
your own application and integrate it into Facebook.
polls
votes
surveys
games
and many more, which you can find in the
‘Applications Directory’ on Facebook
Do´s & Don’t´s:
Users can see which applications
their friends are using.
+ bounding applications
+ applications, which are dealing with your issue
+ polls, votes or surveys, which will deliver useful
information for you and the participants
- too many applications
Team SoNIM
17.01.2011
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Project SoNIM
Toolbox for Facebook Ads
You can select each targeting criterion. There
is no set cost for Facebook Ads. You pay for
each click.
Target ad by: location, sex, age, keyword,
relationship status, job title, workplace, or
college
connect their webpage directly
Do´s & Don’t´s:
+ consider the condition for target group
Make sure to choose the right
target group!
Team SoNIM
- make sure you don’t spam/bother your fans
- put too much ads and contents
17.01.2011
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Project SoNIM
Toolbox for Facebook Share-button
information on Facebook.
Contents can be uploaded on profile and fans
get a notification
You can send fans messages that you want
to share information
Fans can “like” it and “share” on own profile
Do´s & Don’t´s:
+ provide useful information
+ keep your fans interested
Fan´s can share your content with
their friends
Keep posting interesting
content!
Team SoNIM
- make sure you don’t spam/bother your fan´s
by uninteresting contents
17.01.2011
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Project SoNIM
Case example
Here you can a case example of a German University,
how to use the different tools!
Recent information
links to the homepage
discussion-board
Users “like“ content
links to relevant websites
Team SoNIM
17.01.2011
Page 48
Project SoNIM
Answer questions on the wall
Events
Photo albums & tagged on photos
Videos
Team SoNIM
17.01.2011
Page 49
Project SoNIM
Vkontakte
Svetlana Schäfer
Esther Beckmann
Team SoNIM
17.01.2011
Page 50
Project SoNIM
Vkontakte.ru ranks as most popular networking site in Russia with 14 m visitors per
day. Three quarters of the site traffic is generated by users from Russia
Audience demographics, in relation to the general
internet population worldwide
Founding year: 2006
Number of users: More than 100 m
members (15.12.2010)
Available in 63 languages, e.g. Russian,
English, German, Spanish, Chinese
No. 34 in Top Domain Ranking of
Alexa.com - The Web Information
Company
Vkontakte is visited more frequently by
males, at the age of 18-24, who are
graduate school educated
Visitors for Vkontakte by country:
* http://vkontakte.ru/
Team SoNIM
Russia
75,2 %
Ukraine
11,9 %
Germany
0,6 %
Others
12,3 %
http://www.alexa.com/siteinfo/vkontakte.ru
17.01.2011
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Project SoNIM
Three quarters of the site traffic is generated by users from Russia
Visitors for vkontakte.ru by country
CountryPer cent of Site Traffic
Russia
75,2 %
Ukraine
11,9 %
Belarus
3,2 %
Kazakhstan
3,2 %
United States
1,2 %
Azerbaijan
0,6 %
Germany
0,6 %
Others
4,1 %
Source: http://www.alexa.com/siteinfo/vkontakte.ru#
Team SoNIM
17.01.2011
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Project SoNIM
A profile page on Vkontakte contains exactly the same information like a Facebook
profile page
Vkontakte profile page of Svetlana Schäfer
Like in Facebook your profile contains
– General information about your person
– Contact and personal information
– Information about your education
– You can „check-in“ at places (home, cafes,
holidays, doctors, etc.)
– A wall where your friends can post
messages
– Shows your friends and groups
– Your photos and videos
Furthermore you can send private
messages, upload notes, administer your
events and news, configure your settings
Source: http://vkontakte.ru/id16432454
Team SoNIM
17.01.2011
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Project SoNIM
Tool
Short description
Wall*
Page where owner and fans can post
messages and other objects. Here are the
recent activities listed. On vKontakte it is also
possible to publish drawings at the wall.
Like
"Like" is a way to give positive feedback or
connect with content you care about.
Photo
You can upload pictures into albums and
share them.
+ Photo tagging
Vkontakte
Video
You can upload videos into video album and
share them with users.
Event
You can invite events and can get invited to
events, too.
* Note: It is not possible to create a profile page for companies or institutions on VKontakte Group
Team SoNIM
17.01.2011
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Project SoNIM
Tool
Short description
Groups
Groups allow people to come together around a
common cause or activity to express their views.
Link
Posting links enable you to share content from
other web-pages with your fans.
Applications
There are different types of applications you can
add to your profile. You also have the possibility
to develop your own application and integrate it.
Places: Allows you to see where your friends are
and share your location.
Ads
You can select each targeting criterion. There is
no set cost for the Ads. You pay for each click.
+ Classified Ads
Vkontakte
Share-button
information on Vkontakte. If you click the "Share"
link below any piece of content, you will have the
option to send that content in a message or post
that content to your profile.
Email
eMail Service, Short-Message Service & InnerNetwork Messenger in one.
Team SoNIM
17.01.2011
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Project SoNIM
The social network Vkontakte offers several advantages for both, the potential
students and universities, but there is one important issue that remains open
Suitability and relevance for international university marketing
With regards to the typical user Vkontakte is highly relevant for international university marketing
As it has nearly the same functions as Facebook it is also very suitable for universities’ marketing purposes
A social network presence of the university
offers students the following advantages
A group on Vkontakte offers the following
advantages for universities
Receive first-hand information
Clear structure
Keep up-to-date
Possibility to design it individually
Come or stay in contact with the university,
prospective and current students as well as
alumni
Content can easily transferred between different
social networks
It needs to be discussed if it is necessary to run the group in Cyrillic letters and if yes, how the
universities can tackle this
Team SoNIM
17.01.2011
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Project SoNIM
Groups on Vkontakte can be either Open Groups or Closed Groups. Both of types of
groups have their advantages and disadvantages.
Examples of group types on Vkontakte
Advantages of an open group:
• anyone can join the group directly
• anyone can invite other people directly
• different members with different preferences
• all information is available for everyone, not
only for members
• participating in discussions without permission
Disadvantages of an open group:
• no control over the content
• no control over the members
In the same time, advantages of an open group are
disadvantages of a closed group and disadvantages of
an open group are advantages of a closed one.
Source: http://vkontakte.ru/gsearch.php?section=groups&q=Aachen&name=1#c[country]=65&c[noiphone]=1&c[section]=groups&c[subtype]=81&c[type]=8
Team SoNIM
17.01.2011
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Project SoNIM
Groups on Vkontakte can be either Open Groups or Closed Groups. Both of types
of groups have their advantages and disadvantages.
Example of an open group of University of Frankfurt on Vkontakte
Academic Group of University of
Frankfurt is an open group
Anyone can join and invite others
to join
Audio Files, Photo Albums,
Members and other functions are
shown without restrictions
Source: http://vkontakte.ru/club1730596
Team SoNIM
17.01.2011
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Project SoNIM
Groups on Vkontakte can be either Open Groups or Closed Groups. Both of types
of groups have their advantages and disadvantages.
Example of a closed group of Europe-House-Dresden on Vkontakte
Academic Group of EuropeHouse-Dresden is a closed group
Members must be approved by an
administrator
Audio Files, Photo Albums,
Members and other functions can
only be used by members of this
group
Team SoNIM
17.01.2011
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Project SoNIM
The most relevant places to do university marketing on Vkontakte are the Student
Groups, which are represented by Academic Groups, Clubs & Societies, Dorms &
Residence Halls and Student Government
Search categories by “Student Groups” on Vkontakte
The category “Student Groups” is divided into following subcategories:
- Academic Groups
- Clubs & Societies
- Dorms & Residence Halls
- Student Government
Academic groups are similar to official sites of the universities, where
you can find the information about studying programs,
accommodation, professors etc.
Clubs & Societies represent student communities, student meetings,
different groups and unions, some partnerships of universities.
In category “Dorms & Residence Halls” you can find information about
accommodation, hostels, dorms, apartments etc.
Student Government Group is tend to be mix of different types of
student groups, though there are few examples of student government
unions.
Team SoNIM
17.01.2011
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Project SoNIM
Examples of different types of “Student Groups” on Vkontakte
Team SoNIM
17.01.2011
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Project SoNIM
The screenshots below show two unique functions of Vkontakte: “Classified Ads”
(left) and “Wall drawing” (right)
Case examples of unique functions of Vkontakte
Source: http://vkontakte.ru/market.php?act=list and http://vkontakte.ru/id6858385
Team SoNIM
17.01.2011
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Project SoNIM
Vkontakte allows you to limit your search by various categories in order to find
exactly what you are looking for
Search function of vkontakte.ru
Search criteria: female students from St. Petersburg
You can configure whether you want to
search by a name, a group, an event, an
application, a note etc.
If you search by name, you can refine your
search by using additional categories
– Sort by registration date
– Location (Countries and cities)
– General information (With photo, online
now, gender, status, first names only)
– Political and religious views
– Age / Day, month or year of birth
– School and universities attended
– Places
– Companies
Source: http://vkontakte.ru/gsearch.php?from=groups#c%5Bcountry%5D=65&c%5Bnoiphone%5D=1&c%5Bsection%5D=groups&c%5Bsubtype%5D=81&c%5Btype%5D=8
Team SoNIM
17.01.2011
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Project SoNIM
87 German universities are currently represented on Vkontakte
Representation of German universities on vkontakte.ru
At the moment there are 87 German
universities on vkontakte.ru
As it is not possible to create an own official
fan page, they appear as academic student
groups
Academic student groups are more official
and related to the university itself than just
student groups
The quality of the groups and their content is
very different
Growth and improvement potential is given
Source: http://vkontakte.ru/gsearch.php?from=groups#c%5Bcountry%5D=65&c%5Bnoiphone%5D=1&c%5Bsection%5D=groups&c%5Bsubtype%5D=81&c%5Btype%5D=8
Team SoNIM
17.01.2011
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Project SoNIM
A case example of a Russian university on vkontakte.ru shows which opportunities
a group has to individualize their profile
Group page of “Moscow State Institute of International Relations”
The profile contains
– Information about the group
– Contact information
Since 06.08.2010 you
have to register in the
group to have full access to
the content
– Officers (Administrators)
– Audio files
Screenshot, other graphics (if appropriate)
– Partner groups
– Members
Some of the information are only available if
you are a member of this group
– News
– Videos
– Wall
– Discussion board
– Photos
Team SoNIM
17.01.2011
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Project SoNIM
The group of Uni Mainz is one of the best examples of German universities that are
represented on vkontakte.ru
The group page of “Uni Mainz”
Listed as No. 1 in the search results
(German universities on Vkontakte, designed
as Academic Group)
Has 372 members
Screenshot, other graphics (if appropriate)
Current news
In contrast to the Moscow State Institute of
International Relations, this group is an open
group
This means, that the visitor can see directly
the whole content of the group without
having to be a member of it (and therefore
has not to wait for access permission to be
able to see the content)
Same structure as the Moscow State
Institute of International Relations group
Team SoNIM
17.01.2011
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Project SoNIM
The group page of the MIT is one of the best international university case examples
on vkontakte.ru
The group page of “Massachusetts Institute of Technology (MIT)”
One of the best and most extensive
non-Russian university case examples
693 members
The information section contains all the
admission criteria (e.g. necessary
documents for the application and
TOEFL score for foreign students)
On what step of application are you now?
I‘m interested
In addition, a complete students profile
analysis is published here
Preparing for exams
Preparing the Application Package
Here, a poll shows the state of the
application process
Studying
Graduated
* http://vkontakte.ru/club5323465
Team SoNIM
17.01.2011
Page 67
Project SoNIM
The group page of the MIT is one of the best international university case examples
on vkontakte.ru
The group page of “Massachusetts Institute of Technology (MIT)”
One of the best and most extensive nonRussian university case examples
693 members
The same main points like the other two
universities
The information section contains all the
admission criteria (e.g. necessary
documents for the application and TOEFL
score for foreign students)
In addition, a complete students profile
analysis is published here
Poll, at the moment about state of application
process
Team SoNIM
17.01.2011
Page 68
Project SoNIM
A case example of the Chinese Heilongjiang University which does not only use
Cyrillic letters
A page from the discussion board of “Heilongjiang University”
As this example shows not all universities
correspond in Cyrillic letters with their users
Topics within the discussion board are also
discussed in Chinese
Pro’s of using Cyrillic letters
– More user-oriented
Con’s of using Cyrillic letters
– Staff needs the ability of understanding
and corresponding in Cyrillic letters
Higher costs and time input
− Exchange students need at least to
understand English in order to study
abroad
Source: http://vkontakte.ru//topic-743491_1969350
Team SoNIM
17.01.2011
Page 69
Project SoNIM
RenRen
Xiaohan Li
Felix Reichenbach
Team SoNIM
17.01.2011
Page 70
Project SoNIM
RenRen
Facts
RenRen is the biggest Social Network in China.
Over 150 million registered users
Interface similiar to Facebook
According to CNNIC, 62.1% of active users have a bachelor degree or above.
Each user visits RenRen 32.5 times every month on average.
There are nearly 480 million profiles have been visited per day.
There are 4.1 billion times of interactions by users each day.
•Source: http://www.chinadaily.com.cn/hqcj/zxqxb/2010-10-12/content_992245.htm, Date: 25.10.2010
Team SoNIM
17.01.2011
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Project SoNIM
RenRen is the biggest Social Network in China, with 150 Million users.
Facts and Figures, in Relation to the General
Internet Population
Founding year: 2005
Number of users: 150million
Available only Chinese.
According to CNNIC, 62.1% of active
users have a bachelor degree or above.
RenRen is visited more frequently by
female, at the age of 18-34, who are
studying in College.
Visitors for RenRen by country:
Source:
Date:
China
90.3%
South Korea
2.8%
United States
1.6%
Others
5.3%
http://www.chinadaily.com.cn/hqcj/zxqxb/2010-10-12/content_992245.htm
http://www.alexa.com/siteinfo/renren.com
25.10. 2010
Team SoNIM
17.01.2011
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Project SoNIM
RenRen
Comparison RenRen with Facebook
vs
More than 15 million
accounts
More than 500 million
accounts
Only Chinese language
More than 64 languages
No Political content
Freedom of expression
Team SoNIM
17.01.2011
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Project SoNIM
Profil Pages of media are most demanded on RenRen
Most visited sites
Compani es
Most vi si t ed si t es
Audi
Noki a
RENREN i Phone
DELL
ELLE
Hunan TV
Gl obe Ti mes
Chi na Dai l y
218250
335134
402：07
0
200000
400000
：22988
591193
：：9027
75：1：3
845185
：00000
800000 1000000
Fans
Source:
http://www.renren.com/home#//page/assemble/portal/4?fid=363
http://www.renren.com/home#//page/assemble/portal/4?fid=344
Date: 25.10.2010
Team SoNIM
17.01.2011
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Project SoNIM
Tool
Short description
Wall
Page where owner and fans can post
messages and other objects.
Like
"Like" is a way to give positive feedback or
connect with content you care about.
Photo
You can upload pictures into albums and
share them.
+ Photo tagging
RenRen
Video
You can upload videos into video album and
share them with users.
Event
You can invite events and can get invited to
events, too.
Team SoNIM
17.01.2011
Only available for
pictures
Can share video from a
video portal
Page 75
Project SoNIM
Tool
Short description
Groups
Groups allow people to come together around a
common cause or activity to express their views.
Link
Posting links enables you to share content from
other web-pages with your fans.
Applications
There are different types of applications you can
add to your profile. You also have the possibility
to develop your own application and integrate it.
Places: Allows you to see where your friends are
and share your location.
Ads
You can select each targeting criterion. There is
no set cost for the Ads.
+ Classified Ads
RenRen
Share-button
information. If you click the "Share" link below
any piece of content, you will have the option to
send that content in a message or post that
content to your profile.
Email
eMail Service, Short-Message Service & InnerNetwork Messenger in one.
Team SoNIM
17.01.2011
RenRen inserts Ads
into applications
Page 76
Project SoNIM
Structure of RenRen
individual profile page
Team SoNIM
groups
campus channel
Students
University Profile 1
Graduates
…
University Profile …
17.01.2011
company profile page
Page 77
Project SoNIM
Individual profile page is similar to the Facebook profile page.
Difference : no advertising space
RenRen individual profile page
Basic tools
Functions
- Wall
- Easy to contact friends
- Photo
- Show your life to friends
- Logs
- Easy to know who visited your profile
- Visitors
- Easy to find the groups
- Groups
- Link
- Applications
- Share-button
Source: http://lijingxuan.renren.com/?portal=&id=252896145
Team SoNIM
17.01.2011
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Project SoNIM
Structure of RenRen
Team SoNIM
groups
campus channel
Students
Graduates
…
17.01.2011
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Project SoNIM
Companies only advertise with their own profile page on RenRen
Nokia profile page
Basic tools
Functions
- Wall
- Easy to communicate with fans
- Photo
- Show new product to fans
- Logs
- Show newest ad
- Fans
- Ads
- Link
- Add as friends
Success factors:
- Status symbol
- Direct link to the official website
- Providing information about newest products
Source: http://page.renren.com/600002999?ref=pageSearchResult[0]
Team SoNIM
17.01.2011
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Project SoNIM
Media companies provide a profile page next to their official website. There is no
difference in the content
China Daily profile page
Basic tools
- Wall
- Photo
- Logs
Functions
- Public the newest news
Attention:
- Censorship by government
- Fans
- Ads
- Link
- Add as friends
Success factors:
- High quality of information
- Obtaining information from other newspapers
- Both Chinese and English news
Source: http://page.renren.com/600002333?ref=pageSearchResult[0]
Team SoNIM
17.01.2011
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Project SoNIM
Tools for German universities to do Marketing on RenRen
Option 1: Profile Page
Possible only for Chinese
universities
(on “campus channel“)
German universities might gain
a presence through contribution
to a chinese partner university‘s
profile
partnership
Foreign university
Team SoNIM
17.01.2011
Project SoNIM
RenRen provides a channel for Chinese universities but excludes foreign
universities
Campus Channel
Channel for Chinese universities are available
No access for foreign universities
Recommend for foreign universities:
- Establish partnerships with Chinese universities
Basic tools
- Discussion
- Photo
Created by students
A place for students to
communicate
- Logs
- Schoolmates
- Link
- Join the University
Source: http://school.renren.com/689003369
Team SoNIM
17.01.2011
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Project SoNIM
Structure of RenRen
Team SoNIM
groups
campus channel
Students
Graduates
…
17.01.2011
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Project SoNIM
Tools for German universities to do Marketing on RenRen
Option 2: Groups
Open for foreign universities
• e.g. students can
establish a group of a
foreign university
Risk:
German universities do not
understand the postings
Recommendation:
Chinese students should monitor
the postings and contact the
university in critical and positive
issues
Team SoNIM
Foreign university
17.01.2011
Page 85
Project SoNIM
Students can create groups of their university which provides information about
the university
Students Group
Students Group created by students
Recommend for foreign universities
- Contact with student union
- Establish a inofficial partnership with students groups
Basic tools
Functions
- Wall
- Photo
- Public the newest information
- Logs
- Fans
- Link
- Add as friends
ource: http://org.renren.com/600005947
Team SoNIM
17.01.2011
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Project SoNIM
The appearance of a German university is missing. German universities can
use existing groups of other foreign universities as an example
Manchester University
There is no German university profile on RenRen
This example is Chinese students union in
Manchester University
This students union has 556 fans
This profile created by students
Share school life
Public school events
Questions and answers
Source: http://org.renren.com/600002841
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How to use basic tools for universities to do marketing I
Logs
Tools:
- Logs the same like blogs or dairies
Function:
- Publish new information / content
- Communication with fans
Marketing objectives:
- Keep uptodate
- Request should be answered as fast as possible
Source: http://org.renren.com/600005947/note
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How to use basic tools for universities to do marketing II
Wall
Tools:
- Wall
Function:
- Fans can leave messages
- Communication with fans
- Post more information on the wall
- Keep uptodate
- Request should be answered as fast as possible
Source: http://org.renren.com/600005947
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How to use basic tools for universities to do marketing III
Albums
Tools:
− Albums and tag
Function:
− Use pictures to show events
− Share photos
− Tag people to spread the pictures
− Keep uptodate
− Shareing and tagging in photos increases
the level of awareness
Source: http://org.renren.com/600005947/photo
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How to use basic tools for universities to do marketing IV
Votes
Tools:
− Vote
Function:
− Collecting fans‘ interests
− Let fans join the events
− Keep uptodate
− Inviting fans for being interactive
− Give fans feedback
Source: http://org.renren.com/600005947/vote
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How to use basic tools for universities to do marketing V
Initial situation:
- No public institutions and associations
like Universities are allowed to create a
site on renren!
Solution & recommondations:
- Universities can create a group
- Beware of censorship
content about political topics
shouldnt be affected
- Establishing partnerships could be a
solution for doing marketing in campus
channels
- monitoring the postings by a chinese
people who will contact the German
university in critical and postive issues
Source: http://lijingxuan.renren.com/?portal=&id=252896145
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Twitter
Haosong Hu
Nicole Daufeldt
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Twitter is used by many people between 15 and 29 years word-wide
Top 10 countries of active twitter accounts in 2010
(13 million active accounts in total)
Twitter targets 1 billion users by
2013
Japan 158600
India 165100
Netherlands
171600
Users are an interesting target
group for universities
Others
2298400
Australia
310700
USA 6614400
Indonesia
313300
75% under 30 years
Germany
323700
Canada
565500
UK 936000
30% between 15-19 years –
before enrolment at university
Open-minded
Brazil
1142700
Interested in politics and
everything of common interest
Disposed to media and
technology
PC World: http://www.pcworld.com/article/202343/twitter_reaches_20_billion_tweets.html ; Sysomos:
http://blog.sysomos.com/2010/01/14/exploring-the-use-of-twitter-around-the-world/
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Highly-educated
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Typical twitter users are in universities’ target group
1/3 of users are between 15-19 years – before enrolment at university
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Online Reputation Management
through Twitter
Interview: S. Schiffer
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What is… ?
Tool
Short description
Twitter
Micro-blogging platform where users can
connect to others
Profile
Contains short description of the user,
picture, timeline
Create specialized profiles for
different topics / target groups
Tweet
Message in 140 characters everybody can
read, shown in your timeline
Post updates related to your
institution, ask questions, contribute
to discussions
Re-Tweet
Somebody sends your tweet to his followers
Viral effect
Links
Links to websites can be included to tweets
Attract visitors to your institution‘s
website
Mentions
Including @ sign plus profile name to a tweet
allows the user mentioned to see there are
tweets with his name in it
Promote connected profiles, interact
with users
Answers
Mention function can be used to answer
tweets and run a discussion, beginning a
tweet with @ limits who will see this tweet
Appear personal, interact with users
Banners
Paid advertisements, appear in users
timeline 2 (only if they use hootsuite)
Target users through segmentation
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Use for Marketing
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What is… ?
Tool
Short description
Use for Marketing
Hash-tag
Through writing a word behind a # sign like a
label, everybody can find this tweet within all
other tweets by searching for this word
Differentiate from other users, easier
access for other users to your
tweets
Trending topic
Tweets that contain words most frequently
used appear under trending topics on twitter
main page
Participate in topics that fit your
institution to get more awareness
Timeline 1
Contains all tweets you published, can be
read by everybody visiting your profile
See Tweets
Timeline 2
Contains all tweets published by the people
you follow and yourself, can be read only by
yourself, often changes every few seconds
See Tweets
Follow
Like signing up for a newsletter you get all
updates from this user
Be seen on profiles of other users
so that they can follow you
Un-follow
Reverse follow, you get no more tweets of
this user
Un-follow users that publish tweets
not suitable to your institution
Connect to other
networks
Every tweet is published simultaneously at all
networks connected
Wider reachability , more awareness
Widget
Contains twitter updates on your website,
tweets that you chose, e.g. favourite tweets
Promotion of your twitter profile
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Pete Cashmore is a first mover in social media also using twitter to publish his blogs
Typical user profile with description, followers and timeline 1
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Harvard University created different profiles to attract more users
Profiles associated to Harvard University
Harvard University search results overview: http://twitter.com/#!/search/users/Harvard
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Toolbox for Social Media – examples I
Main profile description from Harvard University
Tweet from BlairSellsHomes and creativedrive
Advertise your institution‘s website
Answer users directly
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Link
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Toolbox for Social Media – examples II
Mentions
Mentions feed from nikita117
Tweets that contain your user name can be
found in your @Mentions feed
If a tweet starts with an @ sign the tweet will
only appear in timeline 2 of users who follow
both: the publisher of the tweet (LondonU)
and the user who was mentioned
(@TwitCause). This does not apply for any
usernames mentioned after the first one.
Users who follow only @2020VisionQuest will
receive the tweet in their timeline 2 just like
users who follow only LondonU.
Tweet from London U profile
Hische: http://www.jhische.com/twitter/
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The examples show how universities make users become loyal and
keep them up-to-date Timeline 1 of New York University‘s Alumni association
Short link
Re-tweet
Mention related
profiles
They keep a discussion running
and create a worldwide
community connected to NYU.
Interesting content makes
followers become loyal.
Ask questions
New York University Alumni profile: http://twitter.com/#!/NYUAlumni
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The examples show how universities make users become loyal and
keep them up-to-date
Results after search for #BestSchoolEver
Tweet from timeline 1 of Stanford University
2 Re-tweets in one tweet
Hashtag
Mention
Short link
Stanford university profile: http://twitter.com/#!/Stanford
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Creating loyalty of followers by answering his fans
Most popular user profile – Justin Bieber’s timeline 1
The more there is communicated
to the target group the bigger the
chance to survive
Direct answers to followers
New tweets every day
Bieber appears personal
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Additional functions for Twitter
Use applications like hootsuite managing multiple networks to
save time, manage multiple users, track and print statistics,
tweet automatically
Include twitter buttons to your homepage to link to your twitter
profile or to let visitors of your homepage tweet an article from
your homepage within their twitter account
Include widgets to your homepage containing changing tweets
you chose
Connect your networks to save time and publish news
simultaneously
Twitter buttons: http://twitter.com/about/resources ; Hootsuite: http://hootsuite.com/about
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Why many companies are successful using twitter?
Do‘s & Don‘t‘s
Ask questions and provoke discussions
Don‘t hide behind a corporate wall,
be personal!
Answer directly to followers
Publish new tweets with interesting content
frequently, include links
Re-tweet interesting tweets from other users
Don‘t spam your followers
Don‘t ignore negative feedback,
comment on it!
Use different profiles for any cause
Connect your networks
PC World: http://www.pcworld.com/article/208977/the_four_biggest_mistakes_businesses_make_on_twitter.html
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Universities can attract more international students using twitter
Relevance to international university marketing
University shows presence in the web 2.0
University seems dynamic, friendly and user-oriented
post links to information, photos, forums, articles
answer directly to students‘ questions
Potential students of universities can easily
communicate with the university
find information about the university
discuss with other students
Twitter is increasingly part of students‘ media consumption
Universities should use twitter for their Marketing
Socialtimes: http://www.socialtimes.com/2010/11/top-5-ways-universities-can-use-twitter-to-connect-withalumni/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+socialtimes+%28SocialTimes.com%29
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Bibliography
Chao-yang Wu
Eunjeong Han
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Bibliography
•Bode, Jürgen; Jäger, Gerhard W.; Koch, Ulrike; Ahrberg, Fritz S. (2008), Instrumente zur Rekrutierung internationaler Studierender: Ein
Praxisleitfaden für erfolgreiches Hochschulmarketing, Auflage 1, Bielefeld: Bertelsmann
•Boyd, Danah M. & Ellison, Nicole B. (2007), Social Network Sites: Definition, History, and Scholarship
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
•Brogan, Chris (2010), Social media 101: Tactics and Tips to develop your business online, 1st Edition, Hoboken, New Jersey: John Wiley & Sons.
•Häusler, Sascha (2007), Soziale Netzwerke im Internet: Entwicklung, Formen und Potentiale zu kommerzieller Nutzung, Saarbrücken: VDM
Verlag Dr. Müller
•Kessler, Sarah (2010),
Fantastic Free Social Media Tools for Teachers:
http://ht.ly/2UBx1
•Klaes, Nina-Theresa (2010), Soziale Netzwerke als Instrument der Marketingkommunikation von Hochschulen, Final thesis: HS Bonn Rhein-Sieg
•Misner, Ivan (2010), The Do`s and Don'ts of Social Networking:
http://www.entrepreneur.com/marketing/marketingideas/networkingcolumnistivanmisner/article206500.html
•No author, Internet World Business (2010), Facebook Special:
http://www.internetworld.de/Specials/Facebook
•No author, Orient Software Development Corporation (2010), All Businesses and Organizations can Benefit from Social Networking
http://www.orientsoftware.net/services/social-network-solutions-services.aspx
•Peters, Josh, (2010) How to: Optimize Your Social Media Marketing Strategy :
http://mashable.com/2010/10/27/optimize-social-media-marketing
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•Ravikant, Naval; Rifkin, Adam (2010), Why Twitter Is Massively Undervalued Compared To Facebook:
http://techcrunch.com/2010/10/16/why-twitter-is-massively-undervalued-compared-to-facebook/
•Smith, Justin; Lee, Jessica (2009), Best & Worst Facebook Marketing 2009: Inside Facebook Marketing Series, Version 1, Prophetic Media
•Sniderman, Zachary (2010), New Social Media Resources You May Have Missed:
http://ht.ly/2YyV2
•Social Times, (2010), Your Social Media Source, Web Media Brands Inc. :
http://www.socialtimes.com
•Solis, Brian (2010), Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web,1st
Edition, Hoboken, NewJersey: John Wiley & Sons.
•Teten, David. Allen, Scott (2005), The virtual Handshake: Opening Doors and Closing Deals online, New York : Amacon Books
•Trusov, Michael; Bodapati, Anand V., Bucklin, Randolph E. (2010), Determining Influential Users in Internet Social Networks, Journal of marketing
research (17 pages), Chicago: American Marketing Association
•Zimmermann, Lars (2010), Social Network and the Recruitment of Graduate Students at US Universities, Master Thesis: HS Bonn Rhein-Sieg.
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Social Networks in the International Marketing of - GATE

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