Presentation given at the China British Business Council (CBBC) by Christian Dougoud on 28th November 2013. Key topics: Factors influencing the choice of a University Social Media landscape in China Using Mobile Communication for Higher Education with Wechat/Weixin

1. Reputational
Campaigns
in China
By Christian Dougoud
EASTWEST Public Relations

2. • China - Market Overview

3. Between 1978 and 2011, China sent
2.25 million students abroad.
Source: Caixin “China Becomes World's Top Source of Overseas Students”

4. Between 2000 and 2010 the number of Chinese students
abroad grew by 28.2% per year.
Source: Caixin “China Becomes World's Top Source of Overseas Students”

5. Top destinations for Chinese students in, 2013
Source: Unesco, Global Flow of Tertiary Students. 2013

6. • Decision Making process

7. Perception of education agencies in China
untrustworthy (41%)
not trustworthy (9%)
Source: Australian Government Department of Education, “The International Education Market in China”

8. “half of the families approaching agents have already made some decisions
about where they want to study.
3/4 end up studying in the country about which they first enquired.
”
Source: Australian Government Department of Education, “The International Education Market in China”

9. Bangalore | Beijing | Singapore | London
OWNED
PAID
Media
Media
EARNED
Media
www.eastwestpr.com

10. • Digital China : Quick Tour
OWNED
Media

11. Source: http://www.ciccorporate.com/

12. Chinese counterparts
Bangalore | Beijing | Singapore | London
Online Video
Online Marketplace
Search engines
Mobile communication
Microblog
www.eastwestpr.com

13. Today China had 460 million
mobile web users.
Source: China Internet Network Information Center

14. Mobile phone =
No. 1 Internet access terminal in China
Source: China Internet Network Information Center

15.  The big players…

17. Microblog
500 million users
58% UK universities are using Weibo
Source: University World News, “Universities increasingly use Weibo social media to reach China students”

18. Sina Weibo: Major Universities’ Pages

19. Verified company account
(requires license)
Latest post

21. Microblog
 400 million users
 Available in 100 countries
 In 15 languages
 50% students

22. Why WeChat?
• less
‘fake’ accounts
• ‘fans’ can be segmented

23. Geo location
based
Your University
Public Account
Subscription
One-to- many
One-to- one

24. 
Example: Oxford University





Contact
Official announcement
Events
Internship opportunities
Campus News

25. • Earned Media
Earned
Media

26. The University of York Celebrates
its 50th Anniversary in Beijing
CCTV 13 broadcasted news about Zhang
Haidi receiving an Honorary Degree at the
York China Graduation Ceremony.
Source: University of York, Case study

27. • New opportunities…

28. China to lift ban on Facebook
– but only within Shanghai free-trade zone
Source: South China Morning Post, “China to lift ban on Facebook – but only within Shanghai free-trade zone”

31. Conclusion:
Don’t rely on agents and fairs only to build your reputation in China
To reach Chinese students: THINK DIGITAL
Senior executive training programs is a new opportunity

32. Find more on our blog:
www.eastwestpr.com
Christian Dougoud
Director, International
London, UK
christian@eastwestpr.com
Mob: +44 (0)74 5370 6475

33. Company overview
Bangalore | Beijing | Singapore | London
EASTWEST PR is a public relations agency based in Asia since 1995,
with offices in Bangalore, Beijing, London and Singapore.
• 18 years experience in Asia
• 400+ clients and counting
• Affiliates in 12 Asian countries
www.eastwestpr.com

34. Thank you
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