We Are Social全球客户包括阿迪达斯丶亨氏丶联合利华丶喜力丶捷豹丶英特尔丶法国酩悦香槟和Expedia等。
We Are Social全球客户包括阿迪达斯丶亨氏丶联合利华丶喜力丶捷豹丶英特尔丶法国酩悦香槟和Expedia等。
We Are Social大中华区董事总经理，联合创始人林翰斌先生昨晚现身赤兔APP，进行了一场精彩的营销课程直播，
We Are Social’s guest columnist, Federico Sferrazza from www.daxueconsulting.com, provides insight on what makes Chinese students want to study abroad, and why foreign universities must increase their local social media presence to attract them.
In recent years, Western universities looking to attract Chinese students have had to increase their efforts to develop a strong identity within the region. This is undoubtedly due to the rise of social media, which is ingrained in the daily lives of prospective Chinese students, and influences much of their decision making, from what clothes to buy to where they should study abroad.
Previously, information regarding foreign universities was harder to come by and depended only on league tables and word-of-mouth. However, these days Western universities have the opportunity to heavily influence potential students in China and build a strong ‘brand,’ based on factors outside of just academic records.
In this regard, the power of social media as a tool to draw large numbers of students from across the world cannot be underestimated. However, successfully wielding this tool requires understanding of local Chinese platforms, which can be an overwhelming prospect for universities who do not have relevant help in doing so.
This article will examine the reasons why such vast numbers of Chinese students choose to study abroad, and how universities can capitalize on this through methods such as strengthening their local social medial presence.
Popularity of Western universities for Chinese students
Western universities have long-succeeded in enticing Chinese student to their campus’, with The Chinese Ministry of Education reporting 523,700 Chinese students studying abroad in 2015. Although this represents a new record, it is also the second consecutive year in which growth has fallen short of long-term averages, suggesting that the number of Chinese students going abroad seems to be stabilising. Given that China has long-been the world’s largest supplier of international students, we must ask ourselves why this is.
Why do Chinese students go overseas?
Firstly it is important to understand why Chinese students are attracted to the idea of studying abroad in the first place. While research suggests that Chinese students base university applications largely on ranking, other factors also influence their choices. For many Chinese students, studying abroad is a once-in-a-lifetime experience of living in and absorbing a foreign culture. Hence Chinese students also value the socio-cultural aspects of studying at a university in a foreign country.
These observations are consistent with in-depth market research on Chinese students who are studying or going to study abroad. One interviewee said “Chinese students are very career oriented and a brand name university stands out to employers. I always look at the school rankings for the majors I am interested in” (high school student preparing to study abroad). Another student focused on the possibility of full immersion into a foreign country: “I avoid schools with a large amount of Chinese students in order to really engage with the language” (incoming graduate at Drexel university).
Chinese students also consider post-study work opportunities when applying for a university. If there is an attractive job market and favourable visa-policies in the country the university is situated in, they may be more inclined to study there.
What platforms do Chinese students use to get information about universities abroad?
Most mostly rely on search engines and social media to gather intelligence. As Google is blocked in China, they usually use Baidu instead. With respect to social media platforms, Chinese students rely heavily on Weibo and Wechat to gather info about universities abroad. Direct contact with regional offices in China or local recruiters is also a means by which Chinese students become aware of university programs abroad.
There are also several recruiting agencies in China, such as Beijing Overseas Student Service Association, China Overseas Study Alliance, and StudentMarketing. These agencies organize various events, such as student workshops, in order to attract Chinese students. They also offer counselling on how to recruit Chinese students.
What should universities abroad do to attract Chinese students?
As Chinese students rely heavily on online resources to gather intelligence about different universities, a well-established online presence is needed to attract Chinese students. Hence universities should capitalise on digital marketing. As previously noted, Chinese students place great emphasis on the ranking of universities. This gives world-renowned universities such as Oxford and Harvard an advantage when competing with other universities for international students. Hence, top-ranking universities should leverage their ranking in order to attract students from China.
In this regard it is important to note that most top-ranking British universities do not have a presence on Weibo or Wechat, suggesting that large numbers of Chinese students are unaware or unsure about the advantages of studying in Britain. Hence, simply establishing a presence on Weibo and Wechat will undoubtedly generate high returns for many British universities.
In order to gain an online presence, universities can also create a presence in China via satellite campuses or global centres such as NYU-Shanghai or Columbia Beijing Global Centre. Universities should, on these online platforms, clearly communicate and promote their most recognised programmes.
Universities abroad should also build relationships with local international high schools in China. Moreover, universities should promote governments to arrange exchange programs at a high-school level, in order to attract Chinese students to the country in question. If the budget for recruiting Chinese students is limited, then a viable option might be to hire an agency to recruit on the university’s behalf.
Government policies for international students, such as tuition fees and visa regulations, as well as job prospects post-graduation in the country in question, also influences which university Chinese students choose. Therefore, universities should lobby for policies that make studying in the country more attractive. For instance, German universities have no tuition fees and students are allowed to stay 18 months after graduation to look for a job, which makes studying at German universities an attractive option. Hence, enhancement of post-study employment rights is likely to enhance the perceived attractiveness of studying abroad.
In conclusion, universities abroad should leverage the ranking, socio-cultural advantages and long-term economic benefits of studying at their university. Using online platforms – particularly Chinese social media – to communicate these benefits is likely to be effective, based on the educational priorities of prospective Chinese students, as well as their subjectivity to online influence.
Federico Sferrazza is a young professional with a master’s degree in law. He has been living in China for three years and he has experience in copywriting and marketing online. Happy to share his knowledge about marketing strategy and new trends in the Chinese market.
恭喜We Are Social最时尚得主
We Are Social 最不差的就是
时尚 King or Queen 了
组过乐队的 Rocker boss
连 wuli 小动物 hashtag 和 Dr 都自带王之高贵气场
Too young Too naïve,
The fashion stakes are high,
at We Are Social, Shanghai.
You won’t get far,
if you ain’t lookin’ fly!
Head-to-toe style abounds,
we are the best dressed guys around.
From three-piece suits
to platform boots,
working here is such a hoot.
Creative team have a certain flair,
trendy gear and coloured hair.
Global Marketing team’s fashion is quite unique,
they dress with conviction and shrug off critique.
HR and finance dazzle everyday,
treating life like an eternal runway.
China Marketing team look just as slick,
meaning the fashion star was hard to pick!
So, who exactly snagged the award?
Congratulations Ancun, to you we applaud!
Combining flawless fashion,
and devastatingly good hair,
of a more stylish man,
we are not aware!
Hi, I’m Wei Xin, your typical WeChat
I’m a lean, green, chatting machine and I love sending WeChat stickers and getting WeChat red envelopes (Hongbaos).
So about me:
I’m a young person (I guess I’m half male half female?) between 15-29, (or at least 60% of me is that young).
I’d like to think I’m a sociable person, hanging out my circle of friends… virtually.
So what’s my typical day like? Take a look…
I get up at 7:00 then I immediately look at my WeChat Moments to see what I’d missed when I was asleep. (LOL no, I’m not addicted or anything. Definitely not FOMO!)
I leave home at 7:45 and read 2 articles and play 2 sets of online game on my way to work.
I line up for breakfast at 8:30 in front of my office building and how convenient! I can pay using WeChat Pay. (Trust me it’s not a product plug)
I start work at 9:00 sharp by viewing all my WeChat group messages.
Then I take a short break at 10:00 to read more gossips on WeChat Moments. (no, I’m really not addicted with updates on Moments. Really!)
I go for lunch at 12:00 sharp, and I open my Hongbaos so that I can actually afford lunch.
Enjoy the rest of my mid-day break at 12:45 by browsing JD.com (again, not a plug!) and talk with my besties in group chats.
It’s time to go at 17:00 but I gotta update my WeChat moment with office WiFi before I head out. (I swear I’m not addicted!)
It’s 18:00 and I’m almost home, so again I’m paying for the food with my WeChat Pay.
Now I can relax and watch TV at 20:00, while at the same time I read more articles, get updates on WeChat Moments, click some Likes on Moments, chat some more, play some games, and browse JD.com. (Is that a plug? Nah…)
… but I only do that during the week, as I go out and have fun during the weekends.
It’s 22:00 and it’s almost time for bed… but just one final chat message (or ten…) for that one final chance to get some more Hongbaos. (OK maybe I am addicted, but I can’t help it.)
Some comforting news though, I’m getting healthier this year, as I used to go to bed soon after 22:30 last year.
They say the first step is to admit I have a problem… So yeah… about my WeChat addiction… Like, I just have to get in touch with friends and see what they’re doing you know? And one way I do that is with voice on WeChat. How much I talk?
有人说，面对问题的第一步是要承认问题的存在… 我微信的瘾… 我总得关心朋友的现况嘛！我要多听听他们的声音的！
So collectively, I talk 280,000,000 minutes of voice chat every day! (that’s 540 years!) By my calculation, if all those minutes are used for gossiping, we can produce 340,000 more seasons of Gossip Girls… in one single day!
What is my favorite topic to talk and read about?
I’d say I’d talk about just general gossip and entertainment news if I’m post 90’s, national politics if I’m post 80’s, and just positive-thinking self-help cultural stuff if I’m post 60’s
Who do I talk to? Most of my Chinese friends live in, surprise surprise: Beijing, Shanghai, Guangzhou, Shenzhen.
And most of my overseas WeChat friends I talk to are in Hong Kong, Taiwan, Japan, Korea, and US.
Well that’s it. I need to go back to feeding my addiction and incessantly swipe my WeChat Moments! Bye!
We Are Social 大中华区董事总经理
Managing Director of We Are Social for the Greater China region, Pete Lin,
discusses how to do more with less when approaching social media marketing.
For instance, how can we use the tools that we already have to be more EFFECTIVE?
Pete shares his three dimensional framework for evaluating influencers.
Check it out!
You won’t believe your ears when Kris Wu calls you privately. You won’t believe your eyes when Ning Chang removes all her make-up. Witness creative social ideas in action.
We Are Social 大中华区董事总经理 Pete Lin亲自推荐以吴亦凡与张钧甯为主角的两大营销广告。其中，#不完美的完美#作为We Are Social经典案例，直观地向大家展示了如何通过一次市场营销活动重塑品牌形象，甚至重新定义“完美女性”，推动当代对女性重新审视完美的定义。
Pete Lin, Managing Director of We Are Social for the Greater China region, recently provided two campaign examples for the China Connect Forum. In particular, the Esprit #ImPerfect# campaign revealed how creative social ideas can transform a brand’s image. The campaign redefined the concept of a “Perfect Women” and proved to be one of the most successful for We Are Social China.
Want to learn more about marketing on social media platforms? Watch the video NOW!
在中国微博界，杜蕾斯的公关团队一直是行业里的一个传说，语不惊人死不休的创意让其它账号一度把他们作为努力的标杆。即使是在乌漆墨黑的地球日，他们也能用81张图片让公众尖叫。“杜杜81式”是创意一笔一划的杰作，这样的投入能赢得公众的欢迎也并不奇怪。毕竟，所有大侠深藏功与名的背后，是数十年如一日的苦练，没有创意想玩社交媒体？还是那一句：Too Young, Too Simple, Sometimes Naive.
Among all the official accounts of brands,
the Durex team is so creative that it is seen as one of the legends on Weibo.
Even on Earth day,
it seized the opportunity to post ‘the 81 positions’ that trill people through the one-hour light off.
For Durex, it is worth the time drawing 81 pictures for a single post to win its audience.
After all, ‘feet on the ground and keep creativity’ is the golden rule for social media marketing.
Talking about mobile social content, we offered solutions for a big budget as well as a small one.
When you do have a fortune, wechat moment ads, with a HTML5,
could be a really fashional option for your marketing strategy.
You will sure get fans growing after treating them.
“如何在中国有效地开展社会化营销活动”主题讲座——第一部分：中国社交媒体现状概览 Video Lecture: To Create Effective Social Campaigns in China – Part I: Social Media Context in China
作为中国最大的传播集团——蓝色光标的一员，We Are Social对中国的社交媒体市场有非常全面的了解，并在与遍布全球的其它分公司的交流合作中，积累了大量经验和有趣的营销方案。
As part of Blue Focus – the largest communications group in China – We Are Social have a comprehensive understanding of social media practices within the region, and the specific ways they differ to the International market.
As well as drawing on our own China centric marketing experiences, we have accumulated knowledge from We Are Social offices all over the world, meaning that our solutions have a global birth of experience behind them, as well as a deep understanding of the Chinese market itself.
The first part of this lecture will explain the context of social media in China. By analyzing the numbers of mobile internet usage, active users on top social platforms and app usage times, we will answer an important question:
Why are WeChat and Weibo the most crucial platforms for social marketing in China?
In our third installment of appreciating the Middle Kingdom through the lens of infographics, we’ll be looking deep into people’s background and lifestyle, and if they could ever stay more than 10 seconds away from their mobile devices. Perhaps we will find out we earthlings aren’t so different from one another after all.
Education. You could get smart by reading a book and having your formal education in school… or you could wise up before you get conned by grifters. Preferably you’d do both, so may be that’s why Chinese people are so smart?
Mobile Internet. It’s an integrated part of every Chinese citizen’s life now… almost. What do they do? And with what devices? Let’s find out.
Travel. So it is true that Chinese people really do other things (such as traveling) besides straining their necks by staring down at phones all the time.