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Getting Student's Attention on Social Media

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Understand students' attitudes, behaviours and motivations and you've got yourself a comms plan. How to turn engagements into something more meaningful.
Sarah Bradley Head of Student Engagement and Communications at Oxford University Student Union for BrightonSEO 2018

Published in: Marketing
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Getting Student's Attention on Social Media

  1. 1. Sarah Bradley @sarahmbradley University of Oxford Student Union Getting Millennial's Attention on Social Media https://www.slideshare.net/SarahMBradley1
  2. 2. @SarahMBradley Hi, I’m Sarah. Student Engagement Pro
  3. 3. (seriously, it’s my job) @SarahMBradley
  4. 4. Getting Millennial’s Attention on Social Media Getting Millennial’s Attention on Social Media Getting People who are younger than us’ Attention on Social Media Getting Student’s Attention on Social Media @SarahMBradley
  5. 5. Baby Boomers Born between 1946 and 1964
  6. 6. Generation X Born between 1965 and 1979
  7. 7. Generation Y (Millennials) Born between 1980 and 1994AdWeek / Engaging Generation Z: Marketing to a new Brand of Consumer
  8. 8. • Tech reliance = search behaviour super important • Apps • Social media masters so reviews and customer opinion essential • Not using social very well? They won’t trust you • Strong content creators = UGC dreams • Story-based marketing important • Impatient with tech = doesn’t load? Big no-no As a general rule… Millennials
  9. 9. Generation Z Born between 1995 and 1912 AdWeek / Engaging Generation Z: Marketing to a new Brand of Consumer
  10. 10. As a general rule… Gen Z • Business interaction even more personal • Authenticity is key. Earned beats owned media for Gen Z • Social Responsibility gets them interested. Racial, gender and income equality as well as environmental issues. • Sophisticated decision-makers = content should match this • Mobile-only (mobile-first is so 2011)
  11. 11. Student Preconceptions Relax, we all do it it’s cool @SarahMBradley
  12. 12. 18 years old Full-time degree Laptop bought by parents Socialising most important
  13. 13. Uni students 20 & under 41% https://www.hesa.ac.uk/news/11-01- 2018/sfr247-higher-education-student- statistics/numbers
  14. 14. 59% Uni students 21-30+ https://www.hesa.ac.uk/news/11-01- 2018/sfr247-higher-education-student- statistics/numbers
  15. 15. v Most popular way to study at Uni @SarahMBradley
  16. 16. v Part Time https://www.hesa.ac.uk/news/11-01- 2018/sfr247-higher-education-student- statistics/numbers
  17. 17. Campaigning for gender- neutral toilets Works for money Volunteers for experience @SarahMBradley
  18. 18. Sabbatical Trustees Alumni SU Brand perception University Colleges Local Schools & Colleges Local Community Academic Colleagues University Brand Perception (Federal System) Global Community StudentsProspective Students Partners
  19. 19. So… What do we do?
  20. 20. Sabbatical Trustees Alumni SU Brand perception University Colleges Local Schools & Colleges Local Community Academic Colleagues University Brand Perception (Federal System) Global Community StudentsProspective Students Partners Campaig ns & Support ChampionsTOV Collaborative Relationship Thought Leadership Social Innovation Empowerment Equal Opportunities International Students Belonging & Wellbeing Advice UK Access Outreach Events
  21. 21. Ironically… Remove the labels @SarahMBradley
  22. 22. How?
  23. 23. Lifestyles @SarahMBradley
  24. 24. • Positive Mental • Health • Inclusive & Celebrate Differences • Gender • Change-focused • Healthy Mind, Healthy Body
  25. 25. Behaviours @SarahMBradley
  26. 26. Get to know Us
  27. 27. Community Management
  28. 28. Nothing beats manual CM
  29. 29. 1.Course 2.Learning & Development 3.Career https://www.timeshighereducation.com/student/blogs/how-international-students-use- social-media-choose-uk-university
  30. 30. https://www.timeshighereducation.com/student/blogs/how- international-students-use-social-media-choose-uk-university 3. Deciding what to do with my life 2. It’s expected 3. Everyone I know went to university
  31. 31. A pre- made timeline of useful info
  32. 32. In October students will care about belonging In December, they will miss home In September they want discounts
  33. 33. Motivations Finding the stories Community Management UCAS Key dates Term dates Engagements versus Meaningful Engagements Quick Review Motivations
  34. 34. Attitudes @SarahMBradley
  35. 35. Students get their loans after they enroll A lot of students don’t have disposable income outside their jobs
  36. 36. However…
  37. 37. So… How do you engage?
  38. 38. Causes & Community
  39. 39. Student Takeovers Collabs
  40. 40. oxfordsu.org That’s me!
  41. 41. Money Want to change the world Celebrate their interests Give them opportunities to influence your content Quick Review Attitudes
  42. 42. The Big HE Secret @SarahMBradley
  43. 43. Universities and Student Unions have no idea what your brand can do for their students.
  44. 44. Sarah Bradley @sarahmbradley University of Oxford Student Union Getting Millennial's Attention on Social Media https://www.slideshare.net/SarahMBradley1

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