Getting Student's Attention on Social Media

Sarah Bradley
@sarahmbradley
University of Oxford Student Union
Getting Millennial's
Attention on Social Media
https://www.slideshare.net/SarahMBradley1
@SarahMBradley
Hi, I’m Sarah.
Student
Engagement Pro
(seriously,
it’s my job)
@SarahMBradley
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
Baby
Boomers
Born
between
1946 and
1964
Generation
X
Born
between
1965 and
1979
Generation Y
(Millennials)
Born
between
1980 and
1994AdWeek / Engaging Generation Z:
Marketing to a new Brand of Consumer
• 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
Generation Z
Born
between
1995 and
1912
AdWeek / Engaging Generation Z:
Marketing to a new Brand of Consumer
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)
Student
Preconceptions
Relax, we all do it it’s cool
@SarahMBradley
18 years old
Full-time degree
Laptop bought by
parents
Socialising
most important
Uni
students
20 & under
41%
https://www.hesa.ac.uk/news/11-01-
2018/sfr247-higher-education-student-
statistics/numbers
59%
Uni
students
21-30+
https://www.hesa.ac.uk/news/11-01-
2018/sfr247-higher-education-student-
statistics/numbers
v
Most
popular way
to study at
Uni
@SarahMBradley
v
Part
Time
https://www.hesa.ac.uk/news/11-01-
2018/sfr247-higher-education-student-
statistics/numbers
Campaigning
for gender-
neutral toilets
Works for money
Volunteers for
experience
@SarahMBradley
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
So…
What do we do?
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
Ironically…
Remove the labels
@SarahMBradley
How?
Lifestyles
@SarahMBradley
Getting Student's Attention on Social Media
• Positive Mental
• Health
• Inclusive & Celebrate
Differences
• Gender
• Change-focused
• Healthy Mind, Healthy
Body
Behaviours
@SarahMBradley
Get
to
know Us
Community
Management
Nothing beats
manual CM
Getting Student's Attention on Social Media
Getting Student's Attention on Social Media
1.Course
2.Learning &
Development
3.Career
https://www.timeshighereducation.com/student/blogs/how-international-students-use-
social-media-choose-uk-university
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
A pre-
made
timeline
of
useful
info
In October
students will
care about
belonging
In December,
they will miss
home
In September
they want
discounts
Motivations
Finding the stories
Community Management
UCAS Key dates
Term dates
Engagements versus Meaningful
Engagements
Quick Review
Motivations
Attitudes
@SarahMBradley
Students get their
loans after they enroll
A lot of students don’t have
disposable income outside
their jobs
Getting Student's Attention on Social Media
However…
Getting Student's Attention on Social Media
So…
How do you
engage?
Causes
&
Community
Student
Takeovers
Collabs
oxfordsu.org
That’s me!
Getting Student's Attention on Social Media
Money
Want to change the world
Celebrate their interests
Give them opportunities to
influence your content
Quick Review
Attitudes
The Big HE Secret
@SarahMBradley
Universities and
Student Unions
have no idea what
your brand can do
for their students.
Getting Student's Attention on Social Media
Sarah Bradley
@sarahmbradley
University of Oxford Student Union
Getting Millennial's
Attention on Social Media
https://www.slideshare.net/SarahMBradley1
1 of 51

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