Sweet boyfriend, who's overfriendly/intimate with other women. How to make him understand?

I love my boyfriend very much and he's a great guy, but lately we've been arguing about the way he acts with other women, he doesn't understand what he perceives as 'friendly' makes me and other girls think 'flirty' that was just with conversation. He really upset one of my friends by being so touchy feely, I know he means nothing by it, but it a. upsets me and b, either leads other girls on or makes them feel uncomfortable to upset. I thought we'd finally got it sorted, after a lot of 'but you're trying to change who I am/ you're being oversensitive/ insecure comments from him' he said he didn't neccsersarily agree, but he'd try and tone it down. However, I saw him yesterday and he was exhausted, his reason why... he stayed up to 3am talking to a girl who was going to be at his university (college for those Americans of you) .He hasn't started yet, I personally wouldn't talk to people on Facebook I hadn't met in person even if they were going to be at the same uni, but there is nothing wrong with that, however staying up so late to talk to one is wrong in my opinion (and it made him late for work), it's another display of over intimacy. I feel like I'm getting to breaking point on this, but he's getting to breaking point because of all the arguments so I really don't know what to do because on the one hand, he's never been anywhere near cheating so maybe I should suck it up, but on the other this really upsets me, and it makes it hard to trust him when he can't even manage not to cross the line with the little things and it feels like he's doing things too intimate with other people, which should be reserved for me, his girlfriend and I feel ignored and like he doesn't care about how I feel, that he keeps being overintimate albeit in different ways.
Sweet boyfriend, who's overfriendly/intimate with other women. How to make him understand?
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