how data is being used to engage uni students
Post on 01-Dec-2014
273 Views
Preview:
DESCRIPTION
TRANSCRIPT
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C© 2014 Zuni | All Rights Reserved | Confidential
Data Engaging Students Presented at CampusLink, September 2014, Sydney
© 2014 Zuni | All Rights Reserved | Confidential
Co-‐owner & Client Rela/onship Director of specialist digital agency Zuni Current clients include Macquarie University, TAFE Michael Hill, NRMA, Lend Lease, ABC Music, Universal Music 20 years agency-‐side experience
Hi, I’m Valen-na
© 2014 Zuni | All Rights Reserved | Confidential
Data is important VERY
© 2014 Zuni | All Rights Reserved | Confidential pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
Document the business objec-ves and the expecta-on of digital’s role in achieving them, as well as current asset performance
Understand key target audiences, their online behaviour and determine how they use digital as part of the customer journey to purchase / engage with the product / service
Review the broader market and compe--ve environment
Develop an overarching framework that outlines how the various elements of digital work in harmony to achieve the objec-ves
Develop specific execu-onal plans that can be implemented
Digital Strategy Process
© 2014 Zuni | All Rights Reserved | Confidential pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
Primary Objectives
StudentParticipation
StudentSatisfaction
Map out how the target audience uses digital channels to engage with the problem area / solu/on op/ons and brands, focusing on understanding their digital behaviour and requirements.
UNDERSTAND THE TARGET AUDIENCE
Key areas of focus:
• What does the customer journey for the product / service look like
• How is digital used as part of that process
• What users want – func/onality, channel and content
• Differences between target audiences
• Frequency of visits
© 2014 Zuni | All Rights Reserved | Confidential pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
How we understood student needs
1. On-‐site interviews, in their environment
2. Campus Surveys
3. Research insights 4. Feedback Reports 5. Public Research / Reports
© 2014 Zuni | All Rights Reserved | Confidential
Awareness • Disparate digital channels • Disparate physical locations • Disparate social groupings • No reliable means of
broadcasting to students • Untargeted broadcast
becomes background noise
© 2014 Zuni | All Rights Reserved | Confidential
Convenience • Disparate physical locations • Disparate timetables • Students actively create
whole days on campus to reduce number of days on campus each week
© 2014 Zuni | All Rights Reserved | Confidential
Interest • Disparate interests • Students would rather hear
about nothing than hear about everything
• Potentially nothing happening of interest to a given student
© 2014 Zuni | All Rights Reserved | Confidential
• Limited access to personal email addresses • Most students don’t check university
email addresses • Some student groups (clubs, groups)
have personal email addresses
© 2014 Zuni | All Rights Reserved | Confidential
In summary…
• No reliable digital broadcast channel • Facebook Pages centered around an
event, an interest category, a shared circumstance and a venue • Product-centric website used by people
after specific information, not as a destination in itself
© 2014 Zuni | All Rights Reserved | Confidential
THE CHALLENGE
To make a diverse audience aware of campus activities"that suit their specific interests and circumstances.
© 2014 Zuni | All Rights Reserved | Confidential pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
Basic email sending Basic repor/ng
PERSONALISED CONTENT: Segmented based on purchase behaviour
1:1 CUSTOMER EXPERIENCE: When the customer wants, in the channel they want, based on behaviour in mul/ple channels
TOOLSET &
INTEG
RATION
TIME & DATA CAPTURE
Data Enabling Personalisation
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
AUTOMATED MARKETING
Lifecycle + Journey + Data
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
CAMPUS LIFE PLATFORM
ADMINS
STUDENT
Student Preferences/Data
Group and Event Management System
Email Social Website
Student-centric engagement
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
CAMPUS LIFE PLATFORM
ADMINS
STUDENT
Student Preferences/Data
Group and Event Management System
Email Social Website
Student-centric engagement
DATA
AUTOMATED MARKETING
JOURNEY
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
Student-centric engagement, based on their own data
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
pantone solid coated: pantone 1925 C
pantone 425 C
pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C
pantone 425 C
pantone solid coated: pantone 426 C
© 2014 Zuni | All Rights Reserved | Confidential
��© 2014 Zuni | All Rights Reserved | Confidential
Questions Valen-na Borbone Client Rela/onship Director e: valen/na.borbone@zuni.com.au w: www.zuni.com.au p: 02 9516 5480 t: valen/na1975 l: au.linkedin.com/in/valen/naborbone/
top related