Getting students to pay attention to crisis communications - whatever it takes!
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Transcript of Getting students to pay attention to crisis communications - whatever it takes!
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JUVENILE JOKES, BAD LANGUAGE, SEX TALK…ANY STUDENTS IN THE HOUSE?Ram KapoorExecutive Director, Marketing & Digital Communications
#HigherEdMarketing
@heyram
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Eduweb Special: 2 for 1Two student marketing campaigns1. WarnMe – awareness / behavior change2. Sproul Plaza –engagement platform
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Let’s talk aboutEMERGENCIES
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EMERGENCIES can happen anywhere
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EMERGENCIES can happen anytime
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EMERGENCIES can happen to anyone
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WarnMe
Campus emergency alert system36,000 students8,000 faculty & staffDefault: berkeley.edu email alert (opt-out)Alert options: Text, phone, home email
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Challange
Getting students to log in to the WarnMe system and update their alert preferences to text
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Step 1: LOOKING FOR INSPIRATION
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Step 1: LOOKING FOR INSPIRATION
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Dumb Ways to Die –Video link: http://www.youtube.com/watch?v=IJNR2EpS0jw
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Dumb Ways to Die – Case Study video link: http://www.youtube.com/watch?v=IxZ_ZznO2ek
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WHY HAS IT PROVED SO POPULAR?
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WHY HAS IT PROVED SO POPULAR?
"It’s different. It’s cute as hell and it gets stuck in your head.”
“Cute, a bit silly, happy melody, soft colors, all were attributes that made people feel good while they engaged with the campaign.”
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THE ULTIMATE PROOF!
Dumb Ways to Die – Teens React video link: http://www.youtube.com/watch?v=c5H7FY_DSWo
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Step 2:KNOWING WHAT YOU DON’T WANT
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Step 3:GETTING INTO THE MINDS OF
YOUNG ADULTS
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EEW!!!
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WHAT DO YOUNG ADULTS LIKE?
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source: xkcd.com
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source: 4gifs.com
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Red Vs Blue video link: https://www.youtube.com/watch?v=ag4DDjwBwNM
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Harlem Shake – UGA men’s video link: http://www.youtube.com/watch?v=QkNrSpqUr-E
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BLINDING INSIGHT # 1:
“HUMOR”
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CREATIVE IDEA
Q - WHEN ARE EMERGENCIES FUNNY?
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CREATIVE IDEA
Q - WHEN ARE EMERGENCIES FUNNY?
A – WHEN THEY AREN’T WARN ME EMERGENCIES
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100 logins / day
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Hey, we got a few responses!
Illustration style?
Homework, really???
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WHAT DO YOUNG ADULTS REALLY LIKE?
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Philip Defranco show video link: http://www.youtube.com/user/sxephil?feature=watch
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BLINDING INSIGHT # 2:
“STRAIGHT TALK”
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CREATIVE IDEA
WE’VE DONE ALL WE CAN.
NOW IT’S UP TO YOU.
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ARE YOU…
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ARE YOU…
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300 logins / day
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3x response rate
Building supervisor email
Challenge: Can we reach more students?
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WHAT DO YOUNG ADULTS REALLY, REALLY LIKE?
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BLINDING INSIGHT # 3:“(HINT: IT’S A
THREE LETTER WORD)”
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®
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SSHHHH!
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CREATIVE IDEA
A CONDOM CAN SAVE YOUR LIFE.
SO CAN A TEXT ALERT.
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700 logins / day
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Take a break, guys!
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TOP TIPS
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1. BE UNEXPECTED
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2. BE DIRECT
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3. BE RELEVANT
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4. BE EVERYWHERE
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5. BE FLEXIBLE
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xkcd.com
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Eduweb Special: Two for the price of one Two marketing campaigns1. WarnMe – Student awareness & action2. Sproul Plaza – Student engagement platform
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SPROUL PLAZA
FACEBOOK APP
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OBJECTIVEUtilize social media to create two-way dialogue on selected questions and topicsEngage with students where they hang outDrive the agenda and participation for future face-to-face forums
First test: The Budget discussion
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PHASE ONE BUILD INTEREST / PARTICIPATIONProfile picture highlighting the Sproul Plaza App Incentives for participation
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PHASE TWO PROVIDE STIMULUSBudget overview video byVice Chancellor John WiltonSubmission box for questions
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Sproul Plaza kickoff video link: John Wilton, Vice Chancellor, gives a Budget 101 talk https://www.youtube.com/watchv=k5a19gjVtTs&feature=player_embedded
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PHASE THREE QUESTIONS AND VOTESThe questions roll in… and get voted on by other participants
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PHASE THREE QUESTIONS AND VOTESParticipants vote for their favorite questionsSome engaged users respond to others’ questions
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PHASE FOUR THE WINNING QUESTIONSThe top 3 winners get $100 gift cardsAll top questions (and more) are submitted to the VC for answers
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PHASE FIVE THE ANSWERSPersonal video responses to the top questions posted by VC John Wilton (in 5 days)
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STEP SIX THE DIALOG CONTINUES…Continuing engagement after the first round of answers.Inputs for round two / other forums
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METRICS
First test of engagement platform
Ready for next level of engagement with more topics
and other university departments
861 users.27 questions.40 total comments.175 total votes.
Total Video Views (6 videos) 1,990
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Taking the app out of facebook
Finding administrators who want to engage this form of highly visible dialog
Dedicated video and editorial team
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xkcd.com