Ben Waxman CEO & Co-founder International Education Advantage, LLC Carolyn Redmond Marketing and Operations Manager IDP Angel Ahmed Former Director, International Business Development Full Sail University Mobile Marketing Applied to International Student Recruitment 7 th Annual Conference December 2-5, 2015 Hollywood, FL
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Ben Waxman CEO & Co-founderInternational Education Advantage, LLC
Carolyn Redmond Marketing and Operations ManagerIDP
Angel Ahmed Former Director, International Business DevelopmentFull Sail University
Mobile MarketingApplied to International Student Recruitment
Marketing to students in the Middle East & North Africa
Commercial in confidence
Middle East & North Africa
18 Countries
In 2 continents
355 million people
30% aged 15‐25
The digital space: All students
Increased usage of
2 or more devices to access the internet
56%77%
2012 2013
Growth of the
smartphone>97%
BUT… Usage of social network sites differs by country
of students have an active social network account
2 in 5 said social media influenced
their decision to study overseas
Source: IDP Buyer Behaviour Research, Forethought Research, August 201339 Commercial in Confidence 2013
Influence of social media
39% of all students said social media influenced their decision to study overseas
Key social media influences:1. Read comments about institution
through its profile (51%)2. Other overseas students' profiles (44%)3. Institution’s profile (42%)4. Friends’ recommendations (37%)5. Social media ads about the country
(32%)6. Contacted institution through social
media (25%)
Source: IDP Buyer Behaviour Research, Forethought Research, August 2013 Commercial in confidence
Internet Penetration in MENA
Source: Wamda, Saudi Gazette, Arabian Gazette statistics, 2013
42%
Internet penetration
MENA 0.00% 50.00% 100.00%
Saudi Arabia
UAE
Oman
Kuwait
Qatar
Bahrain
Egypt
Jordan
60%
88%
66%
75%
85%
90.00%
50%
44%
Daily Habits
Smartphone Penetration MENA
Source: Ipsos Gemius, 2013
Penetration of Mobile Apps and top content consumed
Source: Ipsos 2013
Language
Social Media Scene
Social Media Penetration
Facebook Penetration MENA
Source: Arab Social Media Report-2013, Social Bakers Statistics 2013
18.3
%
41.7
%
16.2
%
34.4
%
25.1
%
26.8
%
16.2
%
16.4
%
3.7%
33.9
%
12.3
%
39.2
%
17.4
% 25.0
% 35.2
%
9.5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Pene
trat
ion
% a
s pa
rt o
f po
pula
tion
Facebook users by Country
Source: Arab Social Media Report-2013
Age Split of Facebook Users
Source: Arab Social Media Report-2013
Twitter active users MENA
Source: Arab Social Media Report-2013
Youtube is everywhere.. Mass audience for mass exposure
Source: YouTube, Comscore
What starts with YouTube goes everywhere.
High reach in the region…
Source: Alexa, Google Internal systems
With high usage frequency
Source: Think Insights with Google
In Summary
Popular channels in ME are same as those YOU use; FB,
Twitter, YouTube
Start with 2 languages to cover all countries
Need to customize channel selection for each country rather