1. Awareness
Past: Agency, offline info sessions
Now: Students or parents discover info about your school on Red, Douyin, WeChat, Baidu, Zhihu, their teacher, their peer and their agencies.
2. Consideration
Past: Agency
Now: Students or parents search for information about your school on Red, Douyin, WeChat, Baidu, all types of social media platforms.
3. Engagement
Past: Agency
Now: Students or parents look for reviews, comments, videos from perspective students, or they will ask expert opinion from Zhihu. Comparing different schools on Red, Douyin, WeChat, Baidu, Zhihu.
4. Conversion
Past: Agency or themselves
Now: Students or parents finally making decision on whether go to your school or not. If they consider applying without the help of an agency, they will also search on social media for guideline and help to apply on their own.
5. Summary
As you might see, people tends to look on multiple channel to help them make decisions. These social media channels do not only play a role in introducting your school info, but also affect people opinions on whether apply to your school or whether register to your school after comparing all types of information online to your competitors.
An exmample of how your audience discover your school's information online
