2015 NAFA Session: Millennials/Generation Z and Social Media
51
Millennials / Generation Z & Social Media Meeting Students Where They Are
-
Upload
ashley-houston -
Category
Social Media
-
view
58 -
download
2
Transcript of 2015 NAFA Session: Millennials/Generation Z and Social Media
Millennials / Generation Z & Social MediaMeeting Students Where They Are
Ashley Houston (Chair) - GoAbroad.com
Mandy Reinig - St. Mary’s College of Maryland
Jeramy Johnson - Academic Programs International
Presenters
Outline● Current state of
social media
● Emerging trends
● Examples & Best Practices
● Q & A
Current State of Social Media in IE
▣ Why do we use social media in IE?
▣ What are people currently using□ Professionals□ Students
▣ Based on what students are using, what channels might you need to start using or change your use of?
Why do we use social media?
Recruit/Promote
Engage
Create/Build Community
Monitor
Why do you use social media?
Potential Survey Conclusions
● Is Facebook really dying?
● What other social media channels do you need to start using?
● Are your current engagement efforts paying off?
Question:What trends are driving social
media today?
Emerging Trends: Visual Media“This massive, technology-driven shift in communication is changing the way brands and consumers interact with one another, and has heralded the rise of what people in the ad world are calling the Visual Web.” - Ari Lewine, WSJ
Emerging Trends: Visual Media
● The emerging social networks are ones that focus on the visual medium○ A picture is worth 1000 words!
● Prevalence of camera-enabled mobile devices driving move to visual media sharing
● Information can be communicated easier, faster visually than through text (or audio)
● We’ve made the shift from “tell” to “show”...
Meerkat & Periscope
Stickers, Emojis, & Videos, Oh My!
Time for some stats!
Emerging Trends: Engagement
● Posts with photos receive 2x more likes than those with text only on Facebook
● Video sharing on Facebook increased 50% in 2014
Sources: Hootsuite Blog; VFM Leonardo, Social Media Examiner
Emerging Trends: Engagement
● Instagram engagement is up 416% in the past two years; posts generated 58x more engagement per follower than Facebook, & 120x more than Twitter
● Roughly half (53%) of adults 18-19 use Instagram; a quarter of all adults do (26%)
● 49% of Instagram users visit on a daily basis; 60% of Snapchat users are active on a daily basis
Sources: Adweek, Brandwatch, Emarsys, Socially Sorted, Pew Internet Research
● Tumblr and Pinterest platforms now growing even faster than Instagram
● Snapchat is the fastest growing mobile app. It’s also the youngest social network (60% of users are in 18-24 demographic)
Sources: TechCrunch, Socially Sorted, Business Insider, iMediaConnection
Emerging Trends: Leading Networks
Emerging Trends: Visual Search
Emerging Trends: Messaging Apps
Private & group messaging apps were 2014’s biggest boom ○ 67% increase in Snapchat user base○ 30% increase in WhatsApp user base○ 14% increase in WeChat user base○ 700 million photos; 100 million video messages sent
PER DAY on these networks alone
Source: Jacqueline Woerner, Emarsys
Best Practices - Moving Forward
● Understand & know your audience
● How to find success with different platforms
● Examples: What are your colleagues doing that’s effective
● Actionable next steps
Millennials & Gen Z: Who are they?
● Most educated generation in history
● Most racially diverse, tolerant of LGBTQ community, open-minded
● Utilitarian, idealistic, concerned about putting the good of society in front of self, want to make a positive impact
● They value authenticity & transparency
Millennials & Gen Z: How does this play in?
● Tech savvy group
● 80% use social several times a day
● Use it to make decisions: social shoppers
● Less trusting & more skeptical of institutions (matters in what they pay attention to)
● 99% of our target market, & an increasingly growing % of IE staff
Social Media Ads:
Are They Effective and/or
Positive?
What catches student
interest?
● “We need your help”● Infographics● Videos● Adventurous or odd
cultural photos● Travel quotes● Useful tools or
resources● Student reviews,
interviews, testimonials
● Pictures from site locations
● Contests, discounts, travel deals
● U.S. News updates● Buzzfeed posts ● Alumni blogs● Teach/Jobs Abroad
Facebook Examples: What catches student interest
Mobile platforms shine!
Source: Mashable
Examples of Success: Instagram
Reposts Tag a friend!
Student photos
Share tips & tricks!
How to Find Success: Snapchat● Program discount or app fee waiver● Announcing new programs● Behind the scenes look at sites● Example: WWF’s #LastSelfie Campaign
Source: TechCrunch
Examples of Success: Tumblr
Matador Network API The Travel Channel
Examples of Success: LinkedIn
Share events, jobs, resources
Share News
Share deadline reminders,
alumni programming
Examples of Success: Twitter
Alumni tips!
Deadlines
Engage!Get their attention!
Use existing content on a new platform
Create specific boards
Optimize your description
Create visual, shareable content
Provide what your audience wants
Examples of
Success: Pinterest
Make playlists
Create program specific categories Promote vlogging!
Optimize your description/keywords
Examples of
Success: YouTube
Examples of
Success: Facebook
How can you connect with students on new or existing
platforms to more effectively meet your organizational
goals?
In Review...
Current State of Social Media
Emerging Social Media Trends
Best Practices & Action Items
#Hashtag Contest
Challenge: Using the #NAFSA15 hashtag & #GenZMedia on Instagram, Meerkat, or Periscope, document behind the scenes life at NAFSA through an image or video
Deadline: Saturday, May 30th (winner chosen the following week)
Prize: Social media swag bag from GoAbroad/GoMedia, API, & St. Mary’s College of Maryland
#GenZMedia
#NAFSA15
Thanks!Any questions?
Ashley HoustonOutreach Manager, [email protected]@midwestash
Jeramy JohnsonVice President of Marketing & Development, Academic Programs [email protected]@jeramyutgw
Mandy ReinigDirector of International Education, St. Mary’s College of [email protected]@MandysMashups
‘’● “Are You Prepared for Visual Social Media Marketing?” Krista Neher -
ClickZ● “Outside Voices: The Visual Web is Changing Everything in Media
and Advertising” Ari Lewine, WSJ● “The 7 Social Media Trends Dominating 2015” Jacqueline Woerner,
Emarsys● “7 Takeaways from Social Media Marketing World 2015” Donna
Moritz, SME● “The Shift to Visual Social Media - 6 tips for Business [Infographic]” -
Donna Mortiz - Socially Sorted● “Top 9 Social Media Trends for 2015” - Ruxandra Mindruta,
Brandwatch● “Social Media and Storytelling, Part 4: The Growth of Visual
Storytelling” Cameron Uganec, Hootsuite● “Social Media Update 2014” - Maeve Duggan, Nicole B. Ellison, Cliff
Lampe, Amanda Lenhart, Mary Madden, Pew Research Center● “The Top Demographic Trends for Every Major Social Network” -
Thiago Guimarães, Business Insider● “Tumblr Overtakes Instagram as Fastest-Growing Social Platform,
Snapchat is the Fastest-Growing App” - Ingrid Lunden, TechCrunch● “28 Social Media Marketing Predictions for 2015 From the Pros” -
Cindy King, Social Media Examiner● “Visual Storytelling Using Social Media” - Sarah Eva Monroe -
SlideShare● “Why Your Brand will Love Snapchat in 2015” - Tom Edwards,
iMediaConnection
References
