How data is being used to engage uni students

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    01-Dec-2014

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As education options diversify, its more important than ever to keep uni students engaged and happy on campus. This presentation will address how data is being used to engage uni students, demonstrating the ground-breaking approach that the Macquarie University Campus Life team are undertaking to transform their student experience.

Transcript

  • 1. pantone solid coated: pantone 1925 C pantone 425 C pantone solid coated: pantone 426 C pantone solid coated: pantone 422 C pantone 425 C Data Engaging Students Presented at CampusLink, September 2014, Sydney pantone solid coated: pantone 426 C 2014 Zuni | All Rights Reserved | Confidential
  • 2. Hi, Im Valen-na 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 2014 Zuni | All Rights Reserved | Confidential
  • 3. Data is VERYimportant 2014 Zuni | All Rights Reserved | Confidential
  • 4. Digital Strategy Process Document the business objec-ves and the expecta-on of digitals role in achieving them, as well as current asset performance 2014 Zuni | All Rights Reserved | Confidential pantone solid coated: pantone 1925 C pantone 425 C 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
  • 5. 2014 Zuni | All Rights Reserved | Confidential pantone solid coated: pantone 1925 C pantone 425 C Primary Objectives Student Participation Student Satisfaction
  • 6. UNDERSTAND THE TARGET AUDIENCE 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. 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
  • 7. How we understood student needs 1. On-site 2014 Zuni | All Rights Reserved | Confidential pantone solid coated: pantone 1925 C pantone 425 C interviews, in their environment 2. Campus Surveys 3. Research insights 4. Feedback Reports 5. Public Research / Reports
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 2014 Zuni | All Rights Reserved | Confidential Email Limited access to personal email addresses Most students dont check university email addresses Some student groups (clubs, groups) have personal email addresses
  • 12. 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
  • 13. THE CHALLENGE To make a diverse audience aware of campus activities" that suit their specific interests and circumstances. 2014 Zuni | All Rights Reserved | Confidential
  • 14. Data Enabling Personalisation 2014 Zuni | All Rights Reserved | Confidential pantone solid coated: pantone 1925 C pantone 425 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 & INTEGRATION TIME & DATA CAPTURE
  • 15. pantone solid coated: pantone 1925 C pantone 425 C AUTOMATED MARKETING Lifecycle + Journey + Data 2014 Zuni | All Rights Reserved | Confidential
  • 16. pantone solid coated: pantone 1925 C pantone 425 C Student-centric engagement CAMPUS LIFE PLATFORM Group and Event Management System 2014 Zuni | All Rights Reserved | Confidential ADMINS Student Preferences/Data STUDENT Social Email Website
  • 17. pantone solid coated: pantone 1925 C pantone 425 C Student-centric engagement AUTOMATED CAMPUS LIFE PLATFORM MARKETING Group and Event Management System 2014 Zuni | All Rights Reserved | Confidential ADMINS Student Preferences/Data STUDENT Social Email Website DATA JOURNEY
  • 18. Student-centric engagement, based on their own data pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Confidential
  • 19. pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Confidential
  • 20. pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Confidential
  • 21. pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Confidential
  • 22. pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Confidential
  • 23. pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Confidential
  • 24. pantone solid coated: pantone 1925 C pantone 425 C 2014 Zuni | All Rights Reserved | Confidential
  • 25. 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/ 2014 Zuni | All Rights Reserved | Confidential