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Using New Media in Advising & Promoting Your Centers

Using New Media in Advising & Promoting Your Centers. Marty Bennett, EducationUSA Marketing Coordinator Viktar Khotsim, American Councils/EHU, Lithuania Erik van den Berg, Fulbright Netherlands Dragan Stojkovic, IAC, Serbia. State of Social Media. Think about these numbers….

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Using New Media in Advising & Promoting Your Centers

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  1. Using New Media in Advising & Promoting Your Centers Marty Bennett, EducationUSA Marketing Coordinator Viktar Khotsim, American Councils/EHU, Lithuania Erik van den Berg, Fulbright Netherlands Dragan Stojkovic, IAC, Serbia EducationUSA.state.gov

  2. State of Social Media EducationUSA.state.gov

  3. Think about these numbers… • Google (started in 1998) • 31+ billion searches each month (2009 avg) • Wikipedia (launched in 2001) • Now has over 13 million articles written in over 200 languages • 78% of all Wiki articles are non-English • YouTube (began 2005) • 13.3 billion views in December 2009 • Facebook (began 2004) • 400 million unique users (as of February 2010) • 60 million status updates/day • 100 million mobile users • Twitter (launched 2006) • 1.2 billion tweets/month (January 2010) • 50 million tweets/day • 10 billion tweets as of March 4, 2010 • Blogs • 200 million+ blogs, 54% update daily EducationUSA.state.gov

  4. EducationUSA Social Media Footprint • 2006 • Nada, zip, zero, zilch • 2007 • StudyUSA Egypt • ? • 2008 • 2 blogs • 3 Facebook fan pages • Some scattered videos randomly available EducationUSA.state.gov

  5. EducationUSA in January 2009 • 4 active Facebook groups, profiles or fan pages • About a dozen videos that were online somewhere • About 2-3 blogs with EducationUSA content • Chats were the most common form of social media usage EducationUSA.state.gov

  6. EducationUSA Today • YouTube over 6800 channel views, up 600% • 56 US college & university videos • 67 videos from centers worldwide • 18 career panel videos • 21 videos for US higher education audiences • And coming soon—international student interviews from 20+ countries & US admissions reps interviews • Facebook over 3100 fans, up over 300% since 11/09 • 90+ profiles, groups & fan pages EducationUSA.state.gov

  7. EducationUSA Today • Twitter • 48 feeds • @EdUSAtips for US higher ed (430+ followers) • @EdUSAupdates for students (630 followers/1500% up) • Blogs • 11 blogs (and counting…) • New website — news & events feeds • EdUSA Connects EducationUSA.state.gov

  8. VCO & Technology Viktar Khotsim, VCO & Technology CoordinatorAmerican Councils/EHU EducationUSA.state.gov

  9. Plan Technology survey results VCO project statistics and updates Testing of the new experimental functions VCO concept development: what is next? EducationUSA.state.gov

  10. Our web network:interesting facts 1994- oldest website was founded 8 % of the websites created in the last century 98 % EAC has personal ECA web template 28 % don`t mentioned statistical information Max and min hits per month, subscribers 37 % don`t mentioned number of subscribers EducationUSA.state.gov

  11. Internet-based advising E-mail consulting – 91.5 % Discussion Forum-29.8 % Skype advising – 21.3 % Gmail chat – 8.5 % FeeCall- 6.4 % ICQ-6.4% MSN Messenger-4.3% Other – 4.3 % EducationUSA.state.gov

  12. Use of social media services Facebook – 82.9% YouTube – 20% Twitter – 14.3% Vkontakte – 11.4% Orkut – 8.6% Odnoklassniki – 5.7% LinkedIn – 5.7% EducationUSA.state.gov EducationUSA.state.gov

  13. Examples on technology use Skype calls with US admissions DVC SMS Listserves E-mailing materials EducationUSA.state.gov EducationUSA.state.gov

  14. Advisers needs in tech training Use of social media Internet search Video conferencing and webinars On-line marketing Work with video and audio files Effective use of Excel and Access programs EducationUSA.state.gov EducationUSA.state.gov

  15. VCO EducationUSA.state.gov

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  20. VCO project in numbers Team of 29 advisers from 14 countries consult on seven languages Served 14.318 questions (as of 03.10.2010) – FAQ Project Visited up to 50.000 IP`s monthly Each 2 sec brings 3 more hits 280 portions of useful information Local e-community: 7215 subscribers (as of 03.10.2010) Technology survey results EducationUSA.state.gov

  21. Project structure English CC Russian CC Arabic CC Spanish CC Chinese CC French CC Portuguese CC EducationUSA.state.gov

  22. VCO Consulting Technique 1. Inspirational sentence 2. Body of the answer: template for “very basic” questions directing for “labor-intensive” questions tailored for “concrete” questions 3. Call to action sentence (invitation) EducationUSA.state.gov

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  29. VCO experimental functions Call center Instant messaging center Adaptive consulting module Re-direct center Consulting in narrow fields of study Audio instructions Listen to the website? FAQ Audio Center Collection of EducationUSA on-line advising links EducationUSA.state.gov EducationUSA.state.gov

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  34. Re-direct of questions EducationUSA.state.gov

  35. VCO concept development Transformation into EducationUSA internet-based advising hub: consult, re-direct & linking Sharing EducationUSA information in more topics, more languages, more formats and by using more tools Test new experimental functions and monitor internet based advising efforts of our competitors (TAC) EducationUSA.state.gov

  36. Social Media Use of social media: Experiences of the Fulbright Center in The Netherlands Erik van den Berg http://www.fulbright.nl EducationUSA.state.gov

  37. Social Media • The Dutch approach: • Brainstorm session • Do’s and Don’ts • Comprehensive strategy EducationUSA.state.gov

  38. Social Media Suggestions • Viral effect • Use alumni • Contest • Movie clips • Banner • MSN Chat sessions • Discuss use of institutionalized Facebook page EducationUSA.state.gov

  39. Social Media Follow up • Twitter: • http://twitter.com/vandenbergerik • Skype advising: • http://www.fulbright.nl/?menutree=6|53 • Trailers: • http://www.youtube.com/watch?v=7WIgWE2dIvE • Banner • Approach individual alumni • MSN chats EducationUSA.state.gov

  40. From Zero to Recognition Dragan Stojkovic IAC Belgrade, Serbia EducationUSA.state.gov

  41. Starting Point • Start small • Ask users what they like • Don’t start what you can’t maintain • Add features as you go, one by one EducationUSA.state.gov

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  45. Searching… • More content = more search results • Follow alerts, respond where needed • Set up internal search • Verify your content before publishing – it is all kept somewhere • Combined languages of operation EducationUSA.state.gov

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