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How to hack 10,000 student engagements: Four simple steps to highlight your program

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Presented by Sam Dumcum at #PSEWEB 2019

Published in: Education
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How to hack 10,000 student engagements: Four simple steps to highlight your program

  1. 1. Ment MarketingEngage. Manage. Achieve. #getment
  2. 2. #GETMEN T Agenda An overview of the stuff we’re going to be looking at today: CONNECT Get to know our neighbors, speaker and look at backgrounds a little. Get Ment Looking at the Ment Marketing framework to develop decisions. Case Study Seeing the Ment Marketing framework in action. Tips & Q & A List of favourite tops using the Ment Method from the case and Qs Please ask questions at any time 10 m 10 m 10 m 10 m #getment
  3. 3. #GETMEN T CONNEC T An overview of the stuff we’re going to be looking at today: CONNECT Get to know our neighbors, speaker and look at backgrounds a little. Get Ment Looking at the Ment Marketing framework to develop decisions. Case Study Seeing the Ment Marketing framework in action. Tips & Q & A List of favourite tops using the Ment Method from the case and Qs Please ask questions at any time 10 m 10 m 10 m 10 m #getment
  4. 4. CONNECT Get to know Bit.ly/pseweb19 #getment
  5. 5. A Bit About Sam 2 X Founder Every Eye Media + BuzzTix Behind the scenes creating engagement opportunities with bands brands and fans. US Marines Tracer’s Tavern Special Operations Capable Infantry (sometimes I swear) A Bit Competitive Team USA x 4 Team Canada x 3 Bit.ly/pseweb19 #getment
  6. 6. SAM’S FOUR FAVOURITE MARKETING INFLUENCERS PAUL BRANDNER Fintech marketer from BC that specializes in developing brands via their core essence. SETH GODIN Global marketing icon that has revolutionized the thinking of marketing based on tribes and ideas. SEAN WATKINS “WATTIE” Multisport engagement specialist across multiple brands and verticals. Amazing mentor MICHAEL HYATT Leadership and productivity leader with digital and physical products.
  7. 7. SAM’S FOUR FAVOURITE MARKETING BOOKS Michael Hyatt Platform – Get Noticed in a Noisy World. SETH GODIN This Is Marketing SWOOSH! Unauthorized story of Nike and the men who played there. (Strasser) A BRAND NEW WORLD Scott Bedbury, Eight Principles for Achieving Brand Leadership
  8. 8. $0.75 71,752 L I V E IMPRESSIONS #getment
  9. 9. “Sam, could you please move your marketing material? We have about five people a day asking where the entrepreneurship workshops are.” Shelley Hawrychuk, Chief Librarian #getment We randomly put a banner Where “everyone” would see it. The library put it out for three months ;)
  10. 10. #GETMEN T CONNEC T An overview of the stuff we’re going to be looking at today: CONNECT Get to know our neighbors, speaker and look at backgrounds a little. Get Ment Looking at the Ment Marketing framework to develop decisions. Case Study Seeing the Ment Marketing framework in action. Tips & Q & A List of favourite tops using the Ment Method from the case and Qs Please ask questions at any time 10 m 10 m 10 m 20 m #getment
  11. 11. - ment 1: indicating the result or product of an action engagement 2: indicating process or action management 3: indicating state, condition or quality achievement #getment
  12. 12. Achieve Verb: to get or attain as the result of exertion. How do we set our goals so we know when we reach them? Engage Verb: Occupy, attract or involve (someone’s attention) How do we get others to engage with our brand? Manage Verb: To handle or direct with skill (administrative) How are we actively managing relationships post- engagement? #getment
  13. 13. ENGAGEMENT: Personal 1:1 One to One The opportunity to talk to stakeholders individually. Personal Engagement: The most effective form of engagement where you get to communicate your message directly to the consumer 1: ∆ One to Many The opportunity to talk to many people at once.#getment
  14. 14. ENGAGEMENT: Digital Digital Engagement Longtail method of engaging (potential) stakeholders on their journey with your organization. Content: Quality visual engagement of helping your stakeholders on their journey to finding more information Social: Rich media content massive scalability raises awareness
  15. 15. PRIMARY TYPES OF ENGAGEMENT Website Primary source of information Booth / Tabling Pick places where students are there to chat, engage and learn Posts Static content that will sit, informing. Use Hashtags Digital Ads Paid advertising on different mediums (retargeting) Class Visits Start with 1, then snowball Captive audience Messaging Direct connection with students via their SMoC Event Sponsorship Make sure you get on stage Even 30 seconds Stories Short form disappearing content to inform / interest Personal Digital Social #getment
  16. 16. Engagement Stages Introduction Add to marketing (automation) Connect Nurture Close
  17. 17. INTRO CRM CONNECT PROGRAM / EVENT 3,752 11,287 683 1,354 MANAGE EACH STEP Do you know your student’s critical path? Are you prepared to manage the relationship? Intro’s Are Easy ;: This is the long tail Expect 80% drop off at this stage 1 C R M / Nurture This is where the user states they want a relationship, you have to nurture it. 2 #getment
  18. 18. MANAGE: Create a Clear Path Where are you engaging with students? Does the type of engagement you have determine the quality of the engagement? ACHIEVE Do you have a defined definition of what success looks like? Joining an event or program. Awareness of support Manage the Relationship Use follow up tools to bring stakeholders to the next step in your customer journey. For us this is an automated email system implemented by Hubspot. Invite to the Close What does a successful engagement look like? Awareness, Join, Buy, Evangelize? #getment
  19. 19. KNOW YOUR MOTHER BROOKLYN* NUMBERS! The single biggest mistake I’ve ever made came from not knowing my numbers. DIG INTO THE DATA Data is not a dirty word! If you’re not data driven, you’re not setting yourself up for success  * Raptors Reference My second biggest success came from knowing my numbers. #getment
  20. 20. If you let someone else tell you your numbers, they’re not YOUR numbers #getment
  21. 21. Developing Demographic Parity Program reports 33% “science students,” Wants to increase to 50% #getment
  22. 22. Using the S A M E source data Less than 3% were actually fit their growth target market profile #getment
  23. 23. ACHIEVE (know your #s 2.0) How do you define achievement? In higher education with multiple stakeholders Who determines your goals? Sometimes you have to manage up. What determines your goals? What metrics / tools do you use to measure your goals? #getment
  24. 24. SMART-ER GOALS SPECIFIC MEASURABLE ATTAINABLE REALISTIC TIME BOUND EXCITING RELEVANT Choose a goal that actually gets you and your team excited about accomplishing it. “You can’t compare your Chapter 1, to someone else’s Chapter 20.” #getment
  25. 25. #GETMEN T CONNEC T An overview of the stuff we’re going to be looking at today: CONNECT Get to know our neighbors, speaker and look at backgrounds a little. Get Ment Looking at the Ment Marketing framework to develop decisions. Case Study Seeing the Ment Marketing framework in action. Tips & Q & A List of favourite tops using the Ment Method from the case and Qs Please ask questions at any time 10 m 10 m 10 m #getment 10 m 10 m
  26. 26. CASE STUDY: ICUBE UTM ICUBE UTM one of nine incubators at University of Toronto ICUBE UTM had a very ugly brand and no brand awareness on campus Achieve Wait til you see how these numbers end up! Manage Surveys Changed our program Email Automation Engage Class Visits (50+ / 1,000) Career Fair (3 / 2,000+) Events (20 / 8,000)
  27. 27. The First Dance Make the first connection the lowest cognitive load possible. Micro Wins Share your goals with your audience, let them be part of your success journey
  28. 28. CASE STUDY: ICUBE UTM INTRODUCTION Develop new framework for connecting with students. SURVEYS Class visits > Career fair > Partner Programming Event Sponsorship INTRO CRM + CONNECT Register AUTOMATION Intro CRM (Hubspot) Automated Emails Social Targeting CONNECT Meeting – Auto Schedule Workshop(s) Drop-In Sessions (mentors) ENROL PROGRAM Startups – SXL Accelerate Students – SXL Certificate PSDP – Entrepreneurship Cert Increase “Brand Awareness” Our brand is ICUBE / Entrepreneurship #getment
  29. 29. CASE STUDY: ICUBE UTM Working with Faculty #getment Ego FOMO Leadership Peer Pressure  were AMAZING to work with!
  30. 30. Maximize Engagement Minimize the Form 1. Choose a Software 2. Select a Repository 3. Select Simple Questions 4. Select 3 Pieces of Info 5. Constrain Responses #getment
  31. 31. Choosing Survey Software Depends on Goals: Lots of analytics: Qualtrics Easy, Visual: Google Forms Popular: Survey Monkey New Favourite: Hubspot #getment
  32. 32. Increase LIVE EVENT Engagement SEE / HEAR / TOUCH / RESPOND Show Success of Past Participants Tell them how long it will take Give them something to write on Ask in Person (Booth: 70%, Class: 90%) #getment
  33. 33. Event Selection Know Your Audience Piggy Back Social Promo Maximize Your BUDGET Goal Fit #getment
  34. 34. EVENT ROI (Manage) Create an easy access metrics tracking form for events. Event Details Event Metrics Comments Also which team member if you need to follow up#getment
  35. 35. Simple Selfie Station If you build it… they will pose #getment This is a venue staff member using our selfie booth while we were still setting up.
  36. 36. #getment
  37. 37. #GETMEN T CONNEC T An overview of the stuff we’re going to be looking at today: CONNECT Get to know our neighbors, speaker and look at backgrounds a little. Get Ment Looking at the Ment Marketing framework to develop decisions. Achievement #Humblebrag Information changed from presentation due to UofT insights Tips & Q & A List of favourite tops using the Ment Method from the case and Qs Please ask questions at any time 10 m 10 m 10 m #getment 2 m 10 m
  38. 38. UNIVERSITY OF TORONTO ENTREPRENEURSHIP IN GLOBALTOP5 UNIVERSITY-MANAGEDINCUBATORS • UBI Global, a Stockholm- based research and advisory firm, assessed almost 1400 programs in 53 countries, announcing winners in four categories • U of T Entrepreneurship ranked #4 in ‘Managed by University’ category • First time U of T participated in ranking
  39. 39. UNIVERSITY OF TORONTO ENTREPRENEURSHIP RANKEDTOP25 GLOBALLYFOR PUBLISHEDRESEARCHWITH INDUSTRY COLLABORATORS • In the top 25 in the world by the number of papers co- authored with industry as ranked by the Nature Index • U of T was ranked 23rd (the only other Canadian university in the top 50 was McGill at 50th) • Nature Index tracks research articles published the world’s highest-quality science journals
  40. 40. One of two Canadian universities on the world’s most innovative list Thomson Reuters, the World’s Most Innovative Universities, 2016 Only Canadian university in Times Higher Education’s top 25 universities working with the world’s most innovative companies Times Higher Education World University Rankings, 2017 UNIVERSITY OF TORONTO ENTREPRENEURSHIP CONSISTENTLYRANKEDAMONGST THE WORLD’S MOST INNOVATIVE
  41. 41. OCE METRICS ICUBE – U of T MISSISSAUGA OCE Grant Tracking ICUBE UTM Receives 2.3% of BudgetYup, the following slides are different than in the presentation to not show ‘everything’ ;) (I’m most proud of the last one!)
  42. 42. OCE INSTITUTION METRICS Y4 (2017-2018) MARKETINGCOMMUNICATIONS #getment Student Email List Subscriptions: ICUBE 12% Monthly Website Visits: ICUBE UTM 5%
  43. 43. OCE INSTITUTION METRICS Y4 (2017-2018) AWARENESSACTIVITIES #getment # of Youth Reached at External Events : ICUBE 42% # of Events with Community Partners : ICUBE UTM 21%
  44. 44. OCE CLIENT METRICS Y4 (2017-2018) ALLUNIQUECLIENTSREPORTED #getment Remember, 2% of the budget… 8% of all startups across 9 incubators 
  45. 45. OCE INSTITUTION METRICS Y4 (2017-2018) EVENTSANDSEMINARS #yougotthis #getment # of Events Held: ICUBE 23% # of Student Participants: ICUBE UTM 53% With 2% of the budget and 1 full time staff member
  46. 46. #GETMEN T CONNEC T An overview of the stuff we’re going to be looking at today: CONNECT Get to know our neighbors, speaker and look at backgrounds a little. Get Ment Looking at the Ment Marketing framework to develop decisions. Acheivement #HumbleBrag Information changed from presentation due to UofT insights Tips & Q & A List of favourite tops using the Ment Method from the case and Qs Please ask questions at any time 10 m 10 m 10 m #getment 10 m 10 m
  47. 47. QUESTIONS ENGAGE MANAGE ACHIEVE #getment @samdumcum Sam.dumcum@utoronto.ca

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