How data is being used to engage uni students

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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


Data is important VERY

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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


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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


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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


Awareness •  Disparate digital channels •  Disparate physical locations •  Disparate social groupings •  No reliable means of

broadcasting to students •  Untargeted broadcast

becomes background noise


Convenience •  Disparate physical locations •  Disparate timetables •  Students actively create

whole days on campus to reduce number of days on campus each week


Interest •  Disparate interests •  Students would rather hear

about nothing than hear about everything

•  Potentially nothing happening of interest to a given student


Email

•  Limited access to personal email addresses •  Most students don’t check university

email addresses •  Some student groups (clubs, groups)

have personal email addresses


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


THE CHALLENGE

To make a diverse audience aware of campus activities"that suit their specific interests and circumstances.


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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


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AUTOMATED MARKETING

Lifecycle + Journey + Data


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CAMPUS LIFE PLATFORM

ADMINS

STUDENT

Student Preferences/Data

Group and Event Management System

Email Social Website

Student-centric engagement


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CAMPUS LIFE PLATFORM

ADMINS

STUDENT

Student Preferences/Data

Group and Event Management System

Email Social Website

Student-centric engagement

DATA

AUTOMATED MARKETING

JOURNEY


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Student-centric engagement, based on their own data


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��© 2014 Zuni | All Rights Reserved | Confidential

Questions Valen-na Borbone Client Rela/onship Director e: valen/[email protected] w: www.zuni.com.au p: 02 9516 5480 t: valen/na1975 l: au.linkedin.com/in/valen/naborbone/

Data & Analytics

How data is being used to engage uni students