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What Digital Natives Need from EDU Stories

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Achieving the "Aha" Moment with digital storytelling for EDU.

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What Digital Natives Need from EDU Stories

  1. 1. Achieving the ‘AHA’ Moment What Digital Natives Need from EDU Stories Brian Connelly Senior Consultant Brittney Dunkins Director of Content Strategy
  2. 2. #CONVERGEPRESENTS
  3. 3. A digital expert. A visionary storyteller. Hey there. How’s it going? Meet your PRESENTERS.
  4. 4. The Premise Digital natives need authentic stories. HOW CAN EDU DO IT RIGHT? KNOW YOUR AUDIENCE: Stats on Digital Natives GETTING SOCIAL: The Power of Social Media CREATING YOUR STORY: The Art & Science of Storytelling (Video + Beyond) WRAP UP: Q&A, Resources & Case Studies
  5. 5. KNOW YOUR AUDIENCE. What We Know About Digital Natives
  6. 6. Gen Z & Millennials WHAT WE KNOW.
  7. 7. -Simon Sinek, Leadership Consultant
  8. 8. Digital Natives WHAT WE KNOW.
  9. 9. Digital Influencers WHAT WE KNOW.
  10. 10. Brand Belonging Study IBM. Download the full report: https://www-935.ibm.com/services/ibmix/brand-belonging/
  11. 11. Brand Belonging Study IBM. Belonging experience drivers, which top-performing brands combine in a strategic way to create more relevant, impactful experiences. Download the full report: https://www-935.ibm.com/services/ibmix/brand-belonging/
  12. 12. Doing it Right. ü Know your audience ü APC: Always Personalized Content (what’s in it for me?) ü Dynamic Content: Live-streaming Video, Digital Radio/Podcasts and Mobile Ads ü Create your own social influencers (Student Publishers) ü Augment your social media presence (SEO, contextual, retargeting) ü New and Next: Virtual reality, Augmented reality, and Chatbots… OH MY!
  13. 13. GETTING SOCIAL. The Power of Social Media Marketing
  14. 14. American University 1B users each month 6B hours of video $0.10-$0.30 average cost per view 88% of 19-29 yr. olds Photo, video, carousel $1/day impressions $5/day engagement 90% users <35 yrs. old Photo, video, carousel $1/day impressions $5/day engagement 61% are 30-64 yrs. old Sponsored content, In- mail, lead gen, video $10/day minimum 85M monthly users Link, text, display $0.10-$0.30 average cost per view LEAD GENERATION BRAND AWARENESS
  15. 15. NEW AND NEXT: INSTAGRAM STORIES Facebook reported that over 200 million users are viewing Instagram Stories every day.
  16. 16. Reach 166 million users who open the app an average of 18 times daily • When students use Snapchat during a college search, they: ü Follow the school ü Watch stories ü View student snaps • In 2017, Snapchat beat Instagram, YouTube and Facebook for social accounts used daily. Free Resource: http://convergeconsulting.org/2017/07/20/snapchat-self-serve-colleges-universities/ NEW AND NEXT: SNAPCHAT SELF-SERVE
  17. 17. 315,000 impressions in first run
  18. 18. With over 100 million registered users, you can leverage programmatic display to target Spotify mobile app (both iOS and Android) audio inventory in the United States. NEW AND NEXT: PROGRAMMATIC SPOTIFY
  19. 19. Reach the 328 million users seeking news and the latest trends. ü Amplify your brand through promoted video ads. ü Run pre-roll or mid-roll ads that align with videos your students are watching. ü Utilize insights of current followers to develop lookalike audiences. NEW AND NEXT: TWITTER VIDEO
  20. 20. Brands and VIDEO. 42% of online shoppers use video for pre-purchase research 64% use YouTube to find products 4 out of 5 admitted college students watched a video during their college search YouTube is the #1 social platform in introducing new products and driving conversions. AOL Platforms, 2014 Google Consumer Survey, 2015
  21. 21. Social and ADMISSIONS. 55% use Facebook to review school background 31% use hashtags to search for specific info about colleges More than 30% use Instagram and Twitter More than half of all admitted students use social media expressly for college search.
  22. 22. THE NEW VIEWBOOK THE STATS: • NMSU: 25%+ of users watching 50%+ of YouTube video ads with the 15+ second average watch time per impression • McMurry: Facebook video campaign resulted in CPL of $69.98 (19.4% lower CPL than standard Facebook campaign)
  23. 23. THE NEW PROGRAM OVERVIEW THE STATS: • Reporting a 36.8% view rate with with 23.3% of impressions viewing 50%+ of the video • Averaging $0.14 per view (3o seconds or more) with an in-stream YouTube ad
  24. 24. THE NEW TESTIMONIAL THE STATS: • 10.4% increase of average time on website in last 6 months compared to previous 6 months • Increased landing page search campaign conversion rates from 5.5% to 10.9% in 2 months
  25. 25. THE NEW COURSE HIGHLIGHTS THE STATS: • Average $0.01 0 $0.02 per video view • 48%+ watching more than 50% of 54 second video
  26. 26. THE NEW EVENT RECAP THE STATS: • NNU: Averaging $0.10 per 10+ second view on Facebook and $0.09 per 30+ second view on YouTube • McMurry: Tracked 19 event registrations (and counting) at $1.65 per registration
  27. 27. DEMOGRAPHICS • Education • Career • Parents LOOKALIKE • Prospects • Current Students • Alumni RETARGETING • Website • Intent-based • Followers AWARENESS INTERESTS • Groups • Influencers • Content CUSTOM LISTS • Prospects • Current Students • Alumni INTENT Leveraging video on SOCIAL MEDIA.
  28. 28. CREATING YOUR STORY. The Art & Science of Strategic Storytelling
  29. 29. Big Data is not a strategy. It is just a lot of data. Automation is not a strategy. It is a process done by machine. Hyper-personalization is not a strategy. It can be creepy. Content is not a strategy. It is everything. Social media is not a strategy. It is all media. Innovation is not a strategy. It is a fancy word for new ideas. Bots is not a strategy. It is a software that runs automated tasks. Alberto Brea, Executive Director, Engagement Planning OgilvyOne Worldwide A strategy is not about big words. It is all about choices.
  30. 30. 3,441 views NORTHWESTERN SEGAL INSTITUTE
  31. 31. CHOOSE QUALITY OVER…QUALITY. Lesson No. 1 NO STATE-OF-THE-ART EQUIPMENT NEEDED. THE DEPTH OF YOUR CONTENT IS WAY MORE CRITICAL THAN THE QUALITY OF THE ACTUAL VIDEO.
  32. 32. “Advanced placement classes were like Pokémon to me.” -YesReneau April 2016 601,381 views HOW I GOT INTO HARVARD May 2017 115,632 views HARVARD IS NOT HEAVEN
  33. 33. USC CREATED USCDORMS, A YOUTUBE SERIES ENCOURAGING PROSPECTS TO VOTE FOR THEIR FAVORITE DORM.
  34. 34. 26,805 views CATH IN COLLEGE STANFORD
  35. 35. CONTROL YOUR NARRATIVE. Lesson No. 2 IDENTIFY AND PARTNER WITH THE RIGHT BRAND AMBASSADORS AND VLOGGERS TO SPEARHEAD YOUR CAMPAIGNS.
  36. 36. 257,056 views C21 BOSTON COLLEGE
  37. 37. BE AUTHENTIC. Lesson No. 3 SHOW REAL LIFE, REAL PEOPLE AND REAL CONVERSATIONS.
  38. 38. 171,418 views CRIMSOM EDUCATION ON NEW YORK UNIVERSITY
  39. 39. BE SUCCINCT. Lesson No. 4 REALLY. EQUATE VIDEO TO YOUR ELEVATOR PITCH.
  40. 40. 2,952 views UNIVERSITY OF ILLINOIS COLLEGE OF BUSINESS
  41. 41. VIEWS ARE NOT THE SOLE BENCHMARK FOR SUCCESS. Lesson No. 5 WHO IS YOUR TARGET AUDIENCE AND ARE YOU REACHING THEM?
  42. 42. 475 views NORTHWEST NAZARENE UNIVERSITY
  43. 43. DON’T DO IT JUST BECAUSE EVERYONE ELSE IS DOING IT. Lesson No. 6 CHOOSE TO MAKE VIDEOS BASED ON WHAT MAKES SENSE FOR YOUR OVERALL MARKETING STRATEGY AND STRATEGIC CAMPUS VISION.
  44. 44. 20 views UNIVERSITY OF MICHIGAN ALUMNUS COVERS JIM MORRISON
  45. 45. University of Michigan SOCIAL REACH. 765,000+ followers 16,000+ subscribers 180,000+ followers 5,000+ followers 140,000+ followers University of Michigan uses Snapchat for outreach and to showcase student life. They nail the use of Snapchat Stories. #UMSOCIAL also has a nifty Monthly Recap of their centralized social efforts.
  46. 46. CONTENT STRATEGY is the management of story. CONTENT is the shape of story.
  47. 47. 1. Storyboard. Starting your video JOURNEY. Do it mainly to set goals (especially for multi- use footage), define audiences, visualize shots and gain buy-in for your idea. Get to know the equipment, shots and talent you need to get your video accomplished.
  48. 48. 2. Involve local talent. Starting your video JOURNEY. Find the best stories via popular professors, star students, student journalists and community members. Get into the local music scene and feature young artists.
  49. 49. 3. Agency or in-house? Starting your video JOURNEY. Laying out some internal groundwork (i.e. story ideas and local subjects) can lower costs. An agency can help smooth out major projects, but a talented in-house staff can produce great video vignettes for social.
  50. 50. 4. Film consciously. Starting your video JOURNEY. Be judicious. Only film what is necessary, what needs to be remembered, and what can be repurposed tastefully. If stakeholders ask you to film an entire event, gently suggest an alternative (such as speaker spotlights, record audio-only, or film an abbreviated session with key takeaways). Good audio is key. Don’t be caught without it.
  51. 51. 5. Edit organically. Starting your video JOURNEY. Free your creative juices from a rigid storyboard, and edit what feels best. There’s a lot of nuance to video that is only stiffened by structure. Be transparent and set expectations for the revision process to put a cap on subjectivity.
  52. 52. 6. Promote and distribute. Starting your video JOURNEY. Orchestrate a distribution plan ready to execute on when the video is complete (i.e. list servs, key stakeholders, press releases, followers, etc.) Generate buzz and encourage subscriptions.
  53. 53. THANK YOU. QUESTIONS? @convergeorg convergeconsulting.org #convergepresents
  54. 54. “The most valuable lesson I've learned during my time producing content for Temple University is to be specific and deliberate. Don't say "yes" to every video project that comes in the door without thinking through the overall purpose and return it can generate. Most importantly: do your research. Who are you trying to engage with? What kinds of videos are they watching? Where are they watching them? Use this information to create video content that can be repurposed and tailored for YouTube, Facebook, Instagram, etc. At Temple, our video process involves not producing just one video, but assessing how many different ways we can spin that video, often creating multiple versions that work for the variety of digital platforms we have. Our video team and digital strategy team use tools like YouTube Analytics (free) and Simply Measured to really drill down the metrics of each video we post to inform the decisions we make regarding the kinds of video we produce and why we produce them to meet institutional goals.”
  55. 55. CASE STUDIES & RESOURCES
  56. 56. Northwestern University Design Innovation: https://youtu.be/ELq71rgqAzk YesReneau – How I got into Harvard: https://youtu.be/sAHE5cdOwXA YesReneau – Harvard is not Heaven: https://youtu.be/pqefM_37sdg USCDorms: https://youtu.be/73J-W424Kds Cath in College – Stanford: https://www.youtube.com/channel/UC9E_7b2JdHHrN_r0har7ifA C21 Boston College: https://youtu.be/7RF-cDH-Uy8 Crimson Education on New York University: https://youtu.be/bg1DWh4c35Y University of Illinois: https://youtu.be/T05UrJ1iCG0 Northwest Nazarene University: https://youtu.be/TtAC2Z7ljeU University of Michigan Ann Arbor: https://youtu.be/p07K-7ZKMbs University of Michigan Monthly Recap: http://socialmedia.umich.edu/blog/may-2017-recap/ Featured Videos
  57. 57. FREE RESOURCE: CONTENT STRATEGY STARTER KIT This kit includes four basic (and essential) templates to streamline your content strategy efforts. Download Now
  58. 58. FREE RESOURCE: THE DIGITAL ADVERTISING ROI BENCHMARK This ebook walks through how to calculate and apply a metric called Breakeven Cost-per-Lead (CPL) to determine if your campaigns are yielding a positive return. Download Now
  59. 59. 34% Increase in Program Inquiries (Over the course of 18 months) 67% Increased Visitor Engagement (Converge published content) Converge offered a content strategy overhaul for American University’s digital marketing and recruitment for nine graduate programs across the institution. We developed personas, core messaging, web page content and design, recruitment communication plans and email content, digital advertising, and an inbound blog content calendar to drive inquiries, applicants and enrollments. ENERGIZED BY DATA INBOUND MARKETING FOR HIGHER ED Washington, D.C. American.edu

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