Published on March 14, 2014
! ‘Evolve! Digital and Social Trends in the Educational Space’! ! UCD ‘Work Smarter Together’ Breakout Session! 13.03.14
Irish Digital Reports • The ‘Irish Digital Outlook’ 2014: http://bit.ly/1mFXHuz ! • The ‘Irish Digital Consumer Report’ 2013 http://bit.ly/1ePK8aw
Who is this fellow, and why should I listen? • A startup guy turned agency planner. ! • Work with large brands like Guinness, Tesco & GAA implementing their social and digital strategy. ! • @shaneoleary1 or shaneoleary.me ! • Lecture in Social Media Marketing in DMI and write about the subject in various places online.
What you should be able to take from today… • An overview of key macro trends in the digital and social space for 2014 • An understanding that social is (unfortunately) not a panacea. There’s much more to digital than that. • Actionable advice to take away, and an understanding of how to implement & harness these trends.
Firstly… If you think ‘digital & social won’t work for me’ Meet Tom & the girls.
! ‘Omni Channel’ - Its meaning and relevance…
The way we make most purchase decisions has changed… • The ‘funnel’ model is no longer applicable in many cases. • Consumers are more cynical, have more information and no defined path to purchase. • Marketing is now about nudging behaviour rather than shouting at targets.
So great digital brands must act in an ‘omni channel’ manner. • They create utility, entertainment or conversation using a variety of tools. • The use pull marketing, not push and understand the context of their consumer. • They search for mentions, and facilitate in a proactive manner.
What’s the relevance for education? A simple framework ! Set up to embrace new trends and be collaborative? ! Someone who can manage channels on an ongoing basis? Agility ! Always conversion focused? ! Or do we understand the need to create smart, entertaining, useful things? Utility ! Moved on from the idea that mass media is the only way? ! Do we apply some budget to experimentation? Variety ! Are we speaking with the same voice across all channels? ! Consistency
An example of an ‘omni channel’ brand
What might this look like for U.C.D. recruitment process? Mobile App ‘Testimonial’ Video Content PPC Advertising Social Communities Radio, Print, T.V.
! Social Trends for ‘Millennials’
‘Millennials’ - A dispersed digital experience Image - Zoo Digital
Facebook - Still a key channel ! • 2.3 million active users, more friends on average than any other European country. 52% of 16-24 year olds check Facebook first thing each morning. ! • Over 1.7 million mobile users in Ireland. ! • Losing some of its ‘cool’, and younger users spending less time here. But we’re still addicted. ! • Did you know you can now run competitions without an app?
Facebook - Do & Don’t • Never be ‘sales focused’ - it’s an entertainment channel. ! • Visual is key in a crowded newsfeed. ! • Use small amounts of paid media constantly if possible. ! • Understand your fans’ preferences - get familiar with Facebook Insights and don’t forget the weekends.
Twitter - Less interaction, more lurking • 600,000 daily users, 1 million tweets per day. ! • But for millennials, it’s more about following celebs than engaging. ! • More difficult for a brand to gain traction and moderate - need for ‘always on’. ! • Proactivity is key - use listening tools to search and respond.
Messaging - The always on network • The major trend in social at the moment, SMS is dying. ! • What’s App, Viber and Snapchat all increasing in usage. 43% of 15-24 year olds have a Snapchat account, with 1/2 using it daily. ! • More private and ‘cooler’ than mainstream sites. ! • Less opportunity for brands to engage, but this is changing - particularly on Snapchat.
Other Opportunities • Spotify is busy creating an incredibly powerful music social network. Early adopter brands are taking notice… ! • 14% of the population over the age of 15 now has an Instagram account. Youth bias means a big opportunity for photography heavy brands or institutions… ! • Don’t just focus on the West. In China, Renren & Sina Weibo are the sites to concentrate on.
What’s the relevance for education? Optimise! for ! mobile Fragmentation! is the norm Facebook is! still king But don’t ! forget the! niche sites
! Mobile becoming the ﬁrst screen
Mobile First Thinking If your content doesn’t work on a mobile device, it doesn’t count. • 57% smartphone penetration in Ireland, but 82% amongst 18-24 year olds. ! • Teens check their phones on average 150 times per day. ! • On Facebook, mobile usage has outstripped web usage.
Mobile ﬁrst is relevant across all behaviour, not just social Over 60% of visits to RTE.ie, TheJournal.ie, BBC etc come from mobile. Mobile makes up almost 40% of YouTube's global watch time. 44% of teens have made a purchase on mobile in the past month. Paddy Power’s mobile revenue has increased by 73% in the past 12 months.
What’s the relevance for education? • An increasingly important informational touchpoint. ! • Not a purchase point, so don’t attempt to make it one, but optimise for info. ! • Prioritise sites before building apps. ! • Course Content apps a big opportunity (tablet)
! Content is the next big opportunity
Content is the next big opportunity. 72% of marketers think brand content is more effective than print advertising. Companies that blog 15+ times per month get 5x more traffic than those who don’t. Clicks from shared content are 5x more likely to result in a purchase. Content marketing generates 3x as many leads per euro as traditional advertising.
The most relevant digital brands are also publishers
So let’s shift from promotional to encouragement Consumers are in control, so move away from pushing messages towards encouragement through pull marketing. Most brands only talk about themselves and consumers are sick of that - no dialogue, only monologue.
What’s your publishing strategy? - A Model Whitepapers Surveys Blog Posts Social Video & Audio Infographics Social Sharing Apps Websites Social Channels Small amounts of paid social, PPC, pre roll and traditional.
Be Useful & Facilitative ! Put yourself in your audience’s shoes. ! What’s in it for them? Why should they care? ! What kind of information can you provide that will make their lives easier and better? ! Make it as interactive and easy to share as possible.
Tell Stories ! Use relevant, quality content to champion your uniqueness and culture. ! Define your personality, find your voice and project that.
Be Realistic ! Creating content is not easy, and you don’t have the resource of a media brand. ! Define roles, create a skeleton content plan for the year and execute it. ! Do less but do it better.
! An application for gamiﬁcation?
Gamiﬁcation is still a huge trend Applying game mechanics to ‘non game’ activities to change people’s behaviour.
Common Complaints ‘I wasn’t sure what to do for our assignment’ ‘I don’t know what my grade was in the class’ ‘The lecturer never once referenced the learning outcomes for the class’
What’s the relevance for education? ! ! ! • As humans, we all have a natural competitive edge. ! • Layering in badging, leaderboards, linear progression through levels and rewards is proven to be highly effective. ! • More interactive C.A. opportunities? ! • A warning - The hype cycle is ahead. !
In summary, the best digital brands for 2014… are active in many digital channels are aware of their target’s online behaviour think of social as conversation create useful content regularly are aware of trends & always evolving.
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