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Student recruitment using Facebook

Why Facebook?
State your objectives

• SEO, awarenes of DK as study destination, branding

• Strong presence - exude dedication and professionalism as a nation

• Traffic to www.studyindenmark and thus to institutions’ websites

• Tap into target audience, extended segmentation options

• Establish trust and user-dialoque; letting students co-write the why’s

HOW?
Build your audience

• Paid advertisement
• Liking and following stakeholders
• Posting engaging and positive content (content strategy)
• Active community management
• Using apps to further engage audience (eg. ‘Find your
programme’, ‘Instagram us your best study experience’, etc.)

Paid advertisement
Study in Denmark Facebook page

• From 100 - 235.000 Likes in a year.
• Paid advertisement, approx. 200.000 DKK
• One Like - in average 1 DKK

Facebook as traffic source
Paid media/traffic to studyindenmark.dk

• 10 % of from Facebook
• 10 % from Google

Targeting your audience through
Facebook Adverts

Example of Facebook Advert - ordinary

”Sponsored stories”

Example of
Facebook Adverts –
targeting friends of
friends

- Very effective, but
takes a bigger
audience to fully
exploit

Facebook Adverts

Segmentation 2 types of FB adverts

• City/country 1. Ordinary adverts with a
• Age photo and text
• Gender 2. Sponsored story
• showing friends liking the
Likes (interests)
page
• .. more

Content Strategy
• Should communicate your value proposition (e.g. ”gain a high-quality education”)
• Should enable you to meet your objectives

Om YGWA
• What – what kind of content/message
• To whom – to which audience
• How – using which format? (e.g. links
alone/photo with link)
• Why – with what intended effect?

The Danish Education brand
– communicates value proposition for international students

THINK, PLAY, PARTICIPATE
“Danish higher education is all about your ideas, your aspirations,
your opportunities. It's about expressing yourself, working with others
and applying new knowledge to solve problems smarter”

Content Strategy
- engage users, call them to action

• What – convey the benefits of studying in Denmark (e.g. teaching methods,
high international quality, innovative culture (benchmarks), safe
environment, progressive society, free healthcare, etc.

• To Whom – to prospect international students

• How - using concise and visually oriented content from studyindenmark.dk
and stakeholders (institutions, denmark.dk, investindenmark.dk,
visitdenmark, etc.)

• Why – to build the Danish education brand and generate traffic to
institutions on an informed and motivated basis

Content Strategy
• Content from studyindenmark.dk, eg. ”how to
apply for a residence…”
• Content from stakeholders or institutions’ FB
updates

Content Strategy

To communicate both the serious and the playful; to
activate both the rational and emotional reasons to study
abroad in Denmark. To be serious, but never dull

Content Strategy
Commucating “high quality”
- Danish science discoveries, benchmarks (“Denmark no. 1”), etc.

Engaging users/creating social buzz
- questions (“tell us…”), quotes, statements, puzzles etc.

Engaging formats
- videos, photos, infographics, animations (less text, more pictures)

How to engage your Facebook
audience
Based on the Study in Denmark-FB experience

• Be authentic, unstaged, e.g. no use of stock photos
• Be short and concise
• Be more visual and less wordy
• Post content that invite users to reflect, comment and share
• Listen, be polite and positive – expect your reputation to echo
in social media forums
• Observe how others succeed - and “copy” their ideas/strategy

Popular types of content
Photos, photos and photos (upload to FB or post
from e.g. Flickr)
Authentic and unstaged, e.g.:

•study environment
•students
•Events, fairs, case competitions, etc.
•Buildings, lecture halls, classrooms, situations,
surroundings, eg. ‘springtime in Aarhus’

Quality matters

• Photos should be of high quality (bad quality
photos exude bad quality education!)
• If you claim a ‘vibrant and international study
environment’, then your photos should be able
to show just that.

Popular types of content
Other engaging content, such as
- Video
- Questions
- Quotes
- Illustrations
- Puzzles

- Note: balance the entertaining with the serious to maintain your
credibility

Practical tips for posting content

1. Assume a short attention span
2. Assume a non-existing attention span

You’ve got 2 sec to make me stop
for 3 sec…
Do you feel like clicking here: - Or here:
Present your content with a minimum of
text and instead use graphics, a teasing
headline or a question to generate
curiosity. If the descriptive text is too
long, and especially if the text is not
accompagnied by telling graphics, your
post is likely to not be noticed in the
update stream due to our short attention
span when we use Facebook. This has
something to do with what we use
Facebook for and how we tend to scan
texts on the internet rather than read
them, it also …..

VIDEO. screenshots
Superimpose a play button + ultrashort description + video link

This will usually generate more Likes and clicks/views than simply posting video links

Embed text into photos
- easier to quickly perceive message in update streams:

Authencity

When possible,
explain photo, e.g.:
” UCSJ students
during xxx lecture”

Practical tips for posting content

Use a link-
shortener
such as Bitly
when posting
content

– it enables you to
analyse actions
generated from
your Facebook
posts

Inviting students
to engage your
content
- ask questions,
Call for opinions and
suggestions

”Have you felt the
shock yet?”
http://bit.ly/S8zZst

Do you prefer to study alone or as part of a team?

What would be another word for this?

”What is another word for this?”

“In the 1960s, cars were threatening to displace bicycles in
the main Danish cities... then something happened...”
http://bit.ly/LQfUDY

Fill in the blank: The role of higher education is to ________.

“Fill in the blank: The best thing about summer in Denmark is _____”

Traffic to institutions – via studyindenmark.dk and direct links on Facebook

(STARBUCKS FB
FAN PAGE)

How to make her
smile …

… 6625 Likes and
3500 comments

Traffic to institutions
– via studyindenmark.dk
and direct links on Facebook


https://www.facebook.com/studyindxk/photos_albums

Trafic to institutions – via studyindenmark.dk and direct links on Facebook

Got questions? Ask them directly to the institution of your interest, right here
on Facebook https://www.facebook.com/pages/Study-in-Denmark/63566068360?sk=photos

Linking to and sharing updates from institutions

Linking to other relevant stakeholder information (eg. Startvaekst.dk/eng)

http://www.startvaekst.dk/entrepreneurshipindenmark.dk/entrepreneurship_in_denmark_award_2012

Linking to other relevant stakeholder information (eg. Work in Denmark
and Fullbright Commision

Sharing institutions /
stakeholders photos and
updates

Tid / ressourcer

Drift af en Facebook fanpage (fx 5000 brugere)
1-2 timers engagement dagligt. Det omfatter bla.

- Svare på spørgsmål
- Forberede og poste relevante nyheder, billeder, video, m.m.
- Scanne og poste andet content fra samarbejdspartnere og andre, som kan
bidrage til at brande institutionen (fx og billeder fra lokalmiløet produceret af
den lokale turistorganisation)

Vigtige kompetencer: Photoshop billedebehandling

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Student recruitment using Facebook

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Student recruitment using Facebook

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