Features of Involving Prospective Students in the Online Space of the
Skvortsova VS1*, Shtanko MA2, Sviridova KD1, Tumalanov VA1and Scherbinin AI3
1Department of Social Communication, National Research Tomsk Polytechnic University, Russia
2Department of History and Philosophy of Science and Technology, National research Tomsk polytechnic University, Russia
3Department of Political Science Faculty of Philosophy, Doctor of Political Sciences, National research Tomsk state University, Russia
- Corresponding Author:
- Skvortsova VS
Department of Social Communication
National research Tomsk polytechnic University, Russia
Tel: +7(38-22) 56-34-70
Received date: February 15, 2016; Accepted date: February 25, 2016; Published date: March 05, 2016
Copyright: ©2016 Skvortsova VS, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License,
which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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A wide spread Internet development manifests in the appearing of new marketing, advertising and PRtechnologies associated with the virtual environment activities. The forming of marketing communications on the Internet differs from traditional marketing. It is connected with Internet communication peculiarities concerning to the definite characteristics of web space. These peculiarities influence the behavior of consumers represented by world network users, that is reflected in the radical changes of consumers trends and therefore in changes of promotion strategy. Internet marketing implies a permanent communication keeping not just with auditory groups, but with every consumer separately and a long-term relationship building with each client. On-line marketing can be determined as an Internet resource management for the purpose of information distribution. Provided that, the aim of on-line marketing is the same as of traditional marketing-to impel definite human action. However, marketing information message on the Internet means not only a motivation for ware or service usage but also a willful distribution of this message by users. Traditional marketing is changed by content marketing. Content marketing considers a preparation of high quality, relevant and valuable information, but not advertising, which convinces the audience impliedly to make a gainful for the distributor decision, to choose his ware or service. The advantages of content marketing are in the more effective attraction of audience attention and its trust gain by means of inconspicuous product promotion. The article deals with the research results of TPU internet communications with possible applicants and improvement directions of promotion of National research Tomsk p
Internet space; Internet communications;
The internet audience; Online marketing; Content marketing;
The peculiarities of the Internet: globality, cumulativeness,
availability, interactivity, multimedia, targeting  determine
the fact, the communication in and of itself between
organization and target audience is defined by some different
mechanisms other than traditional marketing communication.
Communication channel on the Internet–is more an
interacting network than an unidirectional flow of messages.
Internet audience in tercommunicates. Companies’
operations became a discussion matter on the Internet, and
very often it is public discussions. For most cases, a company is
one of the participants of communication and cannot control
or limit the discussion .
Internet audience has access to many information sources.
That is why the communicator represented by a company
sending messages should consider that these messages can be
interpreted, analyzed and contravened for the shortest time.
Internet audience “drags out” information. Usual channels
of traditional marketing used for message “pushing” to the
audience have a low credibility level on the Internet and are
often taken by the audience like a “noise”, which can be
successfully filtered. The audience drags out information of
interest from all public information sources. What is important
is that this information is easily available for audience and the
company itself as a source of the information is welcome .
Now therefore, Internet communication is characterized by
substantially more control and choice freedom on the part of
users. Communicators’ interaction on the Internet takes place
in a specific infomedia. This infomedia allows realizing
multidirectional communication by the formula “many to
many” including organically the pattern “one to one” and “one
to many”. Put the matter another way, each Internet
communicant has an opportunity to address to some other
users or user groups both in his own name and in the name of
the group . Communication on the Internet permits
enterprises to interact with customers, to users with each
other and with environment, to enterprises with each other
and with environment.
Many researchers have noted the presence strongly
pronounced feedback of this communication pattern improves
efficiency of interaction communicative devices and ability for
enterprises to respond to internal and external events
appropriately: Voloshin K , Androsov N , Galitckaya I .
Consumer control of search and choice of information on the
Internet makes enterprises pay acuter attention to consumer
need, and in the issue, it increases general competitive ability
of enterprises . Internet marketing implies a permanent
communication keeping not just with auditory groups, but
with every consumer separately and a long-term relationship
building with each client. Traditional segmentation according
to demographic properties has changed transform into
behavioral-motivational model, where users are divided after
interests, behavior or attitude to a brand or a product .
Nazaikin A  summarizes all these peculiarities and point
out three main characteristics for marketing activity on the
Internet, which should be remembered by every marketing
Key role transfer from producer to consumer. Nowadays,
consumer attention becomes the most value, and determined
intercommunications with clients become the main interest
Activity globalization and transaction costs reduction.
Personalization of interaction and transfer to “one to one”
marketing. Using on-line interaction facilities, companies can
receive detailed information about each individual customer’s
request and provide goods and services automatically
according to individual demands.
Defined peculiarities of internet environment permit English
researchers Malcolm MacDonald and Hag Wilson to create
“The E-Marketing Mix” concept, elaborating classical
marketing 4Pʼs framework with six items determined by
researchers as 6I's on the analogy of 4P's.
Integration implies a complex use of technologies, creation
of combined consumer profile in its development dynamics.
This item of the framework has something in common with
integrated marketing communication; this tendency is
illustrative of marketing in general. M. MacDonald and H.
Wilson describe the integration from a perspective of a
customer relationship management.
Interactivity is a common peculiarity of the Internet
environment, which is described above. M. MacDonald and H.
Wilson suppose the use of interactivity approach; constant
multichannel communication establishment would promote a
transfer from traditionally impersonal buy and sell process to
interaction within the context of exchange value. The
exchange becomes a common goal, and exchange partiesseller
and buyer-are not opposed to each other.
Individualization described by Nazaikin  as well as a
some kind of side effect of interactivity. Customer properties
of goods or services are now in need of personal “fitting” or
matching to individual demand of every separate buyer.
Independence of location is a factor distinguished by the
Internet global character. The Internet provides an essential
opportunity of a seller to make an ascertained offer to all the
buyers wherever they may be found.
Intelligence is supposed to be a seller’s maximum
possession of information about the current market situation
in virtue of such Internet peculiarities as information
availability and accumulativeness. It allows producers’
management optimizing decision-making process.
Industrial restructuring is a factor estimated not so much by
the information technology possibilities themselves as by
necessity of their implementation in the company’s activity
and changes in its processing connected with it. The result of
such restructuring can be maximum dramatic, up to the
company’s turning into a virtual organization .
The purpose of this work is to identify the characteristics of
prospective students involvement in the Internet space
Internet marketing or on-line marketing has its techniques
and tools such as corporate site, contextual advertising, media
advertising, search engine marketing, promotion on social
media, direct marketing, viral marketing and others .
According to 6I's Internet marketing management concept by
M. MacDonald and H. Wilson, the first “I” is integration, it
reflects intention of many researchers to recommend
marketing on-line communication forming up on the base of
integrated marketing communication strategy, which are used
today in traditional off-line marketing.
However, if in traditional marketing integrated marketing
communications represent a strategy of consistent use of all
marketing tools, and the core of the strategy is either a
product or a brand, then in Internet integrated marketing
communications put the content first. Internet is an
information environment, so information has the highest value
here. After Shama Kabani , a famous American expert in
the sphere of internet marketing and promotion on social
media, user on the Internet becomes first a user of a content,
or in other words, of information, which is distributed by a
company on the Internet and only then he will probably
become a user of its goods or services. Sometimes,
transformation from content user to goods/services user
happens contemporaneously. Usually it occurs in the situation
when a client searches the ways of immediate need
satisfaction on the Internet. When he gets in the site he either
confirms a purchase or service order on-line if possible, or he
contacts to organization in a different way, for example, by
telephone. But the most frequently on the Internet a user
searches informative or entertaining content of interest to
him. Organization should be a producer or promoter of such
content. Kabani  determines on-line marketing as an
Internet resource management in order to distribute an
information message. However, the aim of on-line marketing is
the same of traditional one-to motivate a person to the action.
But marketing information message on the Internet means not only a motivation for ware or service usage but also a willful
distribution of this message by users.
If the content considered to be the basis, around which
integrated marketing communications on the Internet are
built, in the many researchers’ opinion, a corporate site is a
main support of the strategy, a storage of desired content,
which is spread and promoted through the networks, a place,
where all links lead, in one way or other referring to the
company. Compared to a representative website and business
card website, the main feature of a corporate site is regular
refreshing of information and tools, which integrate a
corporative site to the surrounding environment: news feed
about the company and opportunity to subscribe for the news
by e-mail distribution or RSS, poster of events, actions of the
company, possibility of search and filtration of content,
information multimedia: photo and video materials, chats or
forums, links to community on social media, corporate blogs
. Such site gives an opportunity to create a topical
distributable content; it is a main guarantee for efficient
internet communication system. Kabani  introduces a
corporate site classification, but remarks that not all corporate
sites are equally effective. She divides sites in two groups:
megaphone sites and host sites. After Kabani, corporate
megaphone site is just a prospect site oriented to the goods
sell. A megaphone site is characterized by generation of
typical, depersonalized promotional content. Content is
distributed by automatic repost in social media and blogs and
by promotion in search systems. In spite of operational site
updating and possible acquisition of sufficient traffic to
corporate site, a megaphone site does not perform the most
important function of the content the involvement function. A
host site is aimed at the users’ involvement and motivation for
their regular willful return to the company site. A host site is a
site attempting to build in the personal field, to become its
part. Principally it teaches, provides socialization of users,
amuses them and only the last thing sells.
Currently AIDA concept (classical pattern of advertising
impact-attention, interest, desire, action) transformed in AIDS,
where “s” is satisfaction, which achievement is the main aim of
marketing. The peculiarities of the Internet permit users to
avoid of aggressive advertising impact used in traditional
marketing. By the way, there are free applications for blocking
of advertisements. They block displaying of advertising
banners on the sites and in search systems, in order to prevent
user's contact with advertising messages. In on-line marketing
concept by Kabani  items “attention” and “interest”
advertisement of a product is replaced by promotion of
Internet content. The main aim is to create a loyal attitude to
brand, to attract users' attention to the interesting for them
content created by the company until the moment when user
will have a need, which the product of the company can
satisfy. So, content marketing supplants traditional marketing.
“Content marketing is a complex of marketing techniques
based on the creation and/or promotion of information useful
for consumer for the purpose of confidence gaining and
potential clients attracting” . Content marketing implies
preparing of overqualified, topical and valuable information,
which is not an advertisement, but indirectly convinces the audience to make decision necessary for promoter, to choose
his goods or services. Advantages of Internet marketing are in
the most efficient drawing of audience attention and gaining
of confidence by means of soft sell. For effective
transformation of a consumer from the user of the internet
content to the user of the product, Kabani has worked out
a pattern CCT: C (catch, engage, attract) - an action aimed to
the traffic driving to the site, content marketing usage; C
(change) - a turning of exterior user first into the contents user
and then into the goods consumer. T (transform) - the use of
feedbacks and attraction of loyal audience help to transform
the histories of successful cooperation with clients into a new
content, “catching” new users. By this means a loopback
interaction appears, that allows to attract more and more new
consumers, to raise knowledgeability about a brand and as a
result to facilitate a sale increase.
Orientation of Internet marketing to the content promotion
first is reflected in the concept of “three pillars of on-line
Message content and its designing is the principal and the
only way to attract buyers’ attention.
The content should be aimed to the involving of buyer to
the interaction. It should lead user to want to share with it, to
comment it, lead him to create his own content with reference
to the content of the company. Involvement, engagement of
audience into the company’s content promotion, and creation
of the own content on its base make it possible for distribution
brand to integrate in the private internet space of every
individual representative of a target group.
High speed of information updating: the quicklier we create
a high quality content according to the orders of the day the
more follows we have. Fast response to the users’ comments
in the Internet is a trust surety of mobile internet audience
Analyzing the character of such communication, we can say
that internet marketing is not based on the advertising
method, but on the PR methods: the use of covert information
action on the audience aimed to the focusing of attention on
the company .
It is concerned to some advantages of PR, which correlate
directly with Internet peculiarities:
PR companies give the audience much more information
about the company and its preferences, values and advantages
than advertising. Such closer acquaintance with the company
affords more grounds for trust. PR information usually implies
undetected influence on the consumer, which corresponds to
the users’ trend to ignore a direct advertising and to take only
interesting for him information.
PR means feedbacks: gathering, analysis and response to
feedbacks of users, many of whom go on the Internet for
comparison in the market of demand and supply. Interactivity
of the Internet permits to realize this PR advantage to a full
PR is aimed to the forming of loyal audience in social media
and blogosphere that pushes up sales upon the
recommendations and develops reselling. The loyalty is the
very thing, what the company achieves first when doing the
Internet users the consumers of its content.
PR in the Internet allows starting up buzz marketing.
Expenses for creation and viral seeding are well below than
off-line and the speed of its spread is higher.
The audience dealing helps to improve search engine results
for key requests. Trough loyal, involved audience PR on the
Internet addresses the issue of SEO-optimization. Except the
company site there are articles, feedbacks, groups and other
useful things, created by the users themselves for the content
on the Internet [18,19].
In the context of on-line PR we may safely talk of multieffect
on a targeted audience. Information is delivered to the
targeted group by several channels at the same time:
Own media-area of the company, such as site, blog,
communities on social media, which provide a quick delivering
to the recipient;
Traditional mass-media (printed matter, TV, radio-stations),
which tell often about “interesting on the Internet” and make
reposts on their sites;
Word-of-mouth advertising or informal communication. The
can take place both on the Internet and out of it. People are
ready to share by interesting facts and news from the Internet
One of the recent trends is the use of social media for
promotion of goods, services, image and brand of an
enterprise. SMM (social media marketing) is a promotion of
internet resources in the social networks and blogs, on the
web-based message boards, portals and so on. The key
objective of SMM is attention attraction of target audience.
Social media marketing becomes a tool of loyalty forming
among active and potential consumers, an instrument of
company site traffic increase-and as a result-stimulation of
trade. A big advantage of this promotion tool usage is its low
Social media can be determined as “services, which are
based on the concept of Web 2.0 which allows users creating
content and exchanging it taking into account their social
relations” (Social Media Marketing. Internet marketing
communication, 2013). The researchers Andreas Kaplan and
Michael Haenlein  add to this definition a term “usergenerated
content (UGC)”-users’ news item; it is content
created by the users themselves. Social media development
consists of 4 steps: guestbook, web-based message board,
blogs and blogging platform, social networks. Social networks
mean “a variety of interacting actors (points, nodes, agents), which connections have a social character, for example,
friendship, team-work or information exchange” .
Promotion in social networks is represented by SMO-social
media optimization and SMM- social media marketing. SMO
means optimization of site content in order to attract to it the
audience from social media (blogs, social networks etc.). It is
achieved by attractive content creation, raise of quotation of
the content on the third-party resources with reference to
original source, by usage of tools which provide an opportunity
to confide content in social media (RSS distribution, “share”
button for different social networks). Unlike SMO, SMM is
connected with the users’ traffic attraction to the site by direct
work on social networks. The main ways of this promotion are
foundation of company communities on social networks,
promotion by means of personal branding through the loyal to
brand reputed persons, opinion leaders or company staff, who
is users of social networks or blogging platforms.
SMM usage in the higher professional education sphere has
its specific features. First, the targeted audience of possible
consumers of educational services in other words applicants is
highly restricted by the age limits. This audience age is usually
from 14-15 till 18 years. Secondly, by contrast with the other
market sector, delivery of educational services is delayed in
time and cannot be reusable. So, the intercommunication with
applicants should be established in advance, to form a strongly
marked loyal attitude to the university before entering. The
educational service consumers can be both individual
consumers and company customers such as enterprises,
organizations, bodies of state and local administration which
can make use of educational services in the nearest future.
The individual consumers are:
Pupils or graduates of schools, lyceums, colleges having
secondary general education;
Persons having vocational secondary education;
Persons demobilized from the ranks of the Russian army;
Persons having a higher education and wanting to get an
additional or second higher education;
Persons wanting to complete a further training.
The surrounding of possible consumers-parents of future
applicants should be worth noticing, because they influence
on their children when goosing a university and they also can
be educational services customers and pay for the education
of their children. Strongly pronounced feedbacks increase the
efficiency of this means of interaction and university
opportunity to respond properly to the events of inner and
outside environment. Consumer control on the Internet makes
us to pay more careful attention to the consumers needs, and
as a result, it increases the competitiveness of the university.
Go to analysis of the internet communications of TPU with
the main consumers of its services-applicants. National
Research Tomsk Polytechnic University is one of the leading
technical universities in our country and it got ahead in Top
500 of QS World University rankings 2015. Among the Russian
universities included in the rankings TPU took the eighth place and showed the best progress in the positive dynamics with
the universities in Russia. At present time the process of TPU
integration into the world academic space and international
partnership is developing. The TPU presence on the Internet is
one of the ways for its promotion in the world educational
market. Internet Communications Office of TPU exercises the
following functions in the Internet:
• Formation and promotion of the image of TPU and its
subdivisions, projects and scientists in the city, region,
Russia and abroad through the organization and
maintenance of Internet communications: TPU corporate
site , online media, Internet portals;
• Formation and implementation of a unified concept of
Internet presence with TPU to help strengthen the status of
the Tomsk Polytechnic University as a world-class university
in the framework of the Russian and international scientific
and educational space;
• Informational support, content presentation and
promotion TPU version of the site;
• Development of TPU advertising campaign on the Internet;
• SEO-optimization of TPU content on the Internet;
• Monitoring of TPU and its divisions mentioning on social
media, analytical report preparation based on the results
of the monitoring performed;
• Advise for TPU staff on work in social networks and blogs.
Results and Discussion
In 2015 at the Department of Cultural Studies and Social
Communication in cooperation with Public Relations program
students a scientific research of TPU Internet communications
with possible applicants was conducted. Monitoring the
functioning of "VKontakte" group I am entering TPU and other
communities and accounts of applicants in other social media
showed that a serious problem is week response to messages
from TPU communities members. Messages are not moving
away from the community, members do not share the
information received with other network members creating a
situation of a self-absorbed community. There arose a
question: how to make groups in social media more popular
among TPU applicants?
During the marketing research, potential TPU applicants
(14-18 years of age) using social media were interviewed via
questionnaire. The research subject was the expectations of
potential applicants regarding the content of TPU communities
in social media. For online questionnaires, stratified (area)
sampling was used. Population was 397 persons (applicants
being members of "VKontakte" group I am entering TPU, 14-18
years of age). 280 questionnaires were sent, 166 fully
completed questionnaires were received back. Accuracy of
sampling was 90%. As the questionnaire was held among
"VKontakte" group I am entering TPU members it is obvious
that 100% of respondents were registered in that social
The survey showed that 60% of respondents are applicants
from other cities, mostly unable to arrive at the university and
visit Welcome days. For them, membership in social medium’s community is actually the only way to informally join TPU. The
results obtained give the grounds to suggest that "VKontakte"
group for applicants may be used as a tool to attract attention
to the university of the applicants from remote areas which
are hard to address via other means of marketing
Most respondents enter social media every day. Only 5% of
respondents do it more seldom. Meantime, 43% enter social
media over 5 times a day, 45% from 2 to 4 times a day. That
acknowledges that applicants spend in social media enough
time while many enter social media throughout the day but
not during peak hours: morning, lunch break, evening. The
data obtained may be used to make graphs of posting in
The results answering the question how respondents knew
about that group evidence that the university does not carry
out any targeted work to attract applicants. So, no applicant
chose the variant “invitation from group administrator, 15%
found out from advertising, 40% clicked the link on the web
page abiturient.tpu.ru, 34% found the group through
searching, 11% learnt via friends. Thus, 45% of the audience
found the group independently which evidences the urgent
need for SMM promotion among applicants.
The answers to the questions about the factors effecting
university’s choice turned out expectable. The most important
factors, as per 80% of respondents, were the availability of
their concerned major specialty, university’s prestige and
image. Also, important factors included guaranteed job
opportunities after graduating and opinions of relatives,
friends and acquaintances.
The answers to the question which information placed in
the group is the most interesting for applicants showed that
the most required information for applicants is that in
connection with entrance conditions (81% of responses). The
information on specialties of profession-orientated nature is of
interest for 77% of applicants. Publishing interesting facts
about TPU life and students’ life in general is attractive for 57%
of applicants. Off-class life of the university needs to be
highlighted for 39% of respondents. Announcements of
competitions and various activities are monitored by 46% of
The open question asking which information was not
sufficient for applicants in the group was replied by 65 out of
166 respondents (39%). Meantime, 12 of them (7%) replied
that the available information is sufficient and nothing needs
to be added. The remaining answers may be divided into 3
groups: a) information on entrance conditions and results of
examinations (49%); b) profession-oriented information about
major specialties (28%); c) information about informal off-class
life of the university (10%). So, the priority for applicants is the
information about the formal aspect of entrance conditions.
Insufficiently comfortable and not always clear to applicants
navigation of abiturient.tpu.ru page causes them to seek for
information in the social medium group. Profession-oriented
information about specialties is the second important thing for
applicants. However, considering that the most popular factor in choosing higher school was the availability of a particular
major specialty of interest, the activity in connection with
highlighting the gist of each educational program provided by
the university comes to the fore.
The findings have shown the most popular social network
among respondents of required age is “Vkontakte”, it means
this network is the most appropriate ground for SMM
promotion of TPU. The use of other social networks in this
case is less appropriate.
According to the research findings, it is recommended to
hold events in the following areas:
Provision of filling of the portal abiturient.tpu.ru with a
great number of interactive inbound content. Currently the
structure of TPU portal for applicants is not attractive enough
to be a core of communication with applicants and offers not
so much interesting content, which could make users to return
to the site. Except promotional information oriented to the
university introduction, there should be an item “Enroll easy
with TPU”, where applicants could find an informative
entertainment content of following forms:
Instructions performed in informal, semi-humorous form
“How to enter university of your dream”, “How to prepare for
examinations”, “How to behave like a real student (for those
who enrolled)” and so on. These instructions are
recommended to be in infographics for visual presentation and
viral distribution on the networks. Distributions of Internet
address of TPU portal and link to the group of TPU applicants
on “Vkontakte” social media on the pictures is obligatory.
Interactive career guidance tests “What profession suits you
best?”, “What temperament do you have?, “What chief will
work out of you?” “How enterprising are you?” and USEexercisers.
Informal description of TPU specialties performed in
unobtrusive, amusing form. The use of infographics is possible
here as well.
Reportages, including video reports from the TPU events:
festivals, concerts, sport competitions, mind games, scientific
conferences. Correspondents (journalists, photographers,
cameramen) can be from students’ community, and it is
possible to use a potential of TPU students media-centre.
1. All materials of item “Enroll easy with TPU” should be
completed with button “share on social media”.
2. Navigation optimization in the group "I enter TPU" of
"VKontakte" network for getting by applicants of all necessary
information within the group, without link to the site.
"VKontakte" functions allow turning the group into a kind of a
social catalogue. It is recommended to create a catalogue of
specialties within the group. For this purpose, in the group
item "The Latest News" it is required to create a new section
"Catalogue of specialties." Specialty cataloging should be done
on the grounds similar to attributes of the portal
abiturient.tpu.ru: in alphabetical order, according to institutes
and fields. The page of each specialty is required to contain the
• General information about the specialty (duplication of
information from the portal for applicants);
• TPU division, where the specialty trainings are held;
• Modes of study;
• Admission requirements;
• A link to the specialty page of the portal for applicants,
where you can get an additional information: the number
of budget places, the competitive situations of previous
• Reference to an informal portrait of specialty under the
item "Enroll easily with TPU." Additional information is
necessary: the level of wages in the industry, the functions
of a professional figure working in this specialty, alumni
success stories, historical facts about the profession,
opinions of students and graduates of the educational
process and their experience.
Creation of this catalogue will help to simplify the applicants
work with the community and get all the necessary
information and links to their specialty of interest in one place,
without leaving the comfortable space of social network.
To maintain interest to the catalog, and career guidance for
applicants it is recommended to held the event "Week (days)
of specialties" within the community. During one day or week
interesting facts about the profession, interviews with
graduates and students talking about their work or studies are
laid out in the newswire. It is recommended to involve
applicants by means of enquiries and posts creation devoted
to a particular specialty in the item “Discussions”. Active
students studying a specialty should be involved to
communication where applicants can ask all the questions in a
special topic of the item "Discussions".
3. A holding of competitions among applicants within the
group of "VKontakte". An example is a comic contest "I enter
TPU." Such competition will provide the involvement of
applicants into the group's activities, the creation of usergenerated
content. Reposts of competitors projects during the
voting will create awareness on community among
competitors’ friends and will help to attract new members to
4. The "VKontakte" group supposed to be one of the main
grounds that provide information support for the applicants’
activities: open days, walking tours, workshops. While
preparing for events at the departments it is possible to
conduct quizzes and contests among the members of the
group connected with TPU divisions, which prepare events for
the applicants. Awarding of winners is public during the event
for applicants. As prizes souvenirs with symbols of TPU can be
used. This will help to involve students in community life and
to awaken interest of those applicants' who have come to the
5. Distribution of stories and reports about the events for
applicants in the group of "VKontakte" is necessary. Post about
the event should be a full report with link to photos of event in
the group, with attached video about the event and brief text
reportage. The full version of report should be available via the
link to the portal for applicants. Similarly, the coverage of student activities: festivals, concerts, sport competitions etc.
should be organized. Presentation of students’ events will
serve as a representation for applicants what leisure
opportunities there are within TPU, means of applicants’
inclusion to the corporate culture of the university.
6. The introduction of topic hashtags to posts in the
community. It helps to regulate messages in the news feed, to
provide information search for applicants in the community
and to contribute the search engine optimization of group
content. The complete hashtags system with indication of each
hashtag should be placed in the header of the group in the
item "Description". Offered hashtags are:
• Heshtags for news concerning admission requirements,
preparatory courses, exam and the results of competitions:
# receipt, # Olympiad exam #USE
• Heshtags for event announcements, as well as stories/
reports of past events: # announcement, # event. In
addition, for each event it is relevant to use a separate
hashtag, e.g. # DenOtkrytyhDvereyTPU, #
• Heshtags for competitions announcements: # contest. An
additional hashtag is the name of the competition, for
example #YaPostupayuvTPUkomiks, # PostupayRazUmno
7. When placing the information on the results of the
qualifying competitions and other events, it is necessary not
only to place reference to the news on the site, but also to
attach a document with results to a post on the network for
applicants’ possibility to see the results without visiting the
site. Link to the website should be just a support for
confirmation of the information trustfulness.
8. Address of the "VKontakte" group must be placed on all
printing materials TPU for applicants
9. The use of contextual advertising is recommended for
promotion of the group "I enter TPU" for applicants from
regions outside the traditional impact environment of the
university: the Far East, the Urals Federal District, and Central
10. The use of Facebook as a platform for attraction of
foreign students appears to be ineffective. Facebook is a
platform, where the percentage of the Russian audience under
the age of 18 is very small. On this site it is recommended to
create an English-speaking TPU community directed to the
foreign students with the focus on information about
academic mobility opportunities and education for foreigners
Involvement of applicants is recommended to conduct by
means of inquiry and creation of new topics devoted to
different specialities. It is recommended to engage active
students studying this speciality, whom applicants can ask in
the item “Discussions”. Thus specialists  advise to
remember that most materials on a web-site look over and
only insignificant part from them is read. Accordingly, all
materials on a web-site it is recommended to do on 50%%
shorter than the traditional printed analogues. He must be contained in the screen of computer and consist of a few
indentions. Every indention-rom 2-3 middle suggestions. Thus
it is not needed to place material on the general topic on a few
different pages, each time compelling an user to go across on
new reference, to open the next piece of information. It is
difficult to work with such "sparse" pieces-it is necessary to
bring them together, to process, and from them it easily to go
away not there.
As can be seen from the above, corporate site is the main
outpost of organization on the Internet, which is megaphone
and host at the same time accumulating the internet activity of
a company around itself. On the base of site content the
system of marketing communications is built up, such as
media advertising including banner and contextual advertising,
search engine optimization, direct marketing on the Internet,
communication on social media and special advertising
projects. The mentioned above recommendations do not
actually require the involvement of the financial costs and
support of additional specialists. As a result of the
implementation of these recommendations will be the
increase of the applicants’ loyalty and the potential increase of
the number of applicants in TPU. In addition, the forming up of
such personalized communication with customers will improve
the general image of TPU.
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