5 Social Media Stats on Demographic Targeting in 2018

Both social outreach and higher education are now more than ever about ensuring a best-fit match between students and a college or university. What works for one family or one type of student might not work as well for another. That is the overarching theme behind today’s social outreach. In other words, your branding strategy should be about creating an experience that will make prospective students and their families say “this is where I need to go to college”.

To get to that point, you’re going to have to determine what the most effective social media platforms are and which of your channels is going to deliver the highest return on investment.

Create Compelling and Visual Content

The average Twitter, Instagram, and Snapchat user is squarely between the ages of 18 and 24. That’s the demographic that you’ll want to be targeting for both under and post-graduate. Instagram is obviously extremely visual, and it allows you to put a lot of influencers on the platform and have those influencers promote your branded content. Nearly a fifth (18%) of prospective college students said they checked their favorite college’s Instagram page multiple times in a single day.

Snapchat is another useful social media platform to target on because it allows you to engage that 18-24 target demographic with day-in-the-life narratives on what it’s like to attend university. Studies also show that up to 65% of visual content is remembered by prospective students after three days. That’s a lot of time for your message to percolate.

Retargeting is Going to Be Vital

The average American uses three of the eight major social media platforms simultaneously. Unlike applying for jobs or internships where LinkedIn and Google+ might be enough, effective outreach to prospective college and university students needs to incorporate a multi-channel branding strategy.

Retargeting is an extremely powerful way to ensure multi-channel branding.

Called remarketing by some, retargeting is a cookie-based digital marketing strategy that lets you market more often to prospective college students who have already shown an interest in your institution.

That obviously makes for higher marketing ROI and it simultaneously lets you broaden your impact across major social media platforms.

Certain Ethnicities Use Certain Sites

Nearly half (49%) of hispanics in the United States used Facebook-owned WhatsApp compared to about 15% for whites and 20% for African-Americans.

The high percentage of hispanics using WhatsApp hints at a broader trend in social media marketing.Prospective college students are resoundingly using social media and digital communication like email, messengers, and text to find out about potential colleges and universities. Seventy six percent of prospective college students said they used email often to find out more about a prospective college or university.

Target Where the Young People Are

88% of 18 to 29-year-old young adults are on social media, and when it comes to higher education marketing Facebook is still the go-to place. Facebook’s advertising options and custom audiences features work well with higher education marketing.

Creating compelling content that is consistently shared and liked while allowing prospective students an insider’s look at what’s happening on campus is a great strategy to put into motion. 

Pinterest: Microtarget on the Right Platforms

Fifth and final surprising stat: In a recent survey over 40% of women said that they used Pinterest regularly. There’s a pretty large gender disparity here since only 16% of men used the platform. The Federal Education Department has been documenting the fact that women have steadily been outpacing men in terms of college aspirations for quite some time. There are now literally millions more women opening acceptance letters and choosing to go to college than there are men doing the same. Projections from the Federal Education Department say that the number of women choosing college will continue to be much higher than men for the foreseeable future.

About 55% of prospective undergraduate students are women, and another very interesting finding when it comes to higher education marketing and Pinterest is that 70% of Pinterest users are female. As it turns out, men and women use Pinterest differently as well. Women use the social media platform as a wish list and men use it more as a shopping cart. Put another way, your social outreach to prospective college students on Pinterest should come from a place of allowing prospective students to warm up to the idea of going to your college or university.

Studies show that women use Pinterest as a way of motivating themselves and finding a source of lasting inspiration.

Letting prospective students know how their future goals align with your college or university through your outreach on Pinterest is therefore a very good idea and is a great way to better your demographic targeting. 

Farzin joined the Circa team in January of 2018 as Director of Paid Media. Prior to his current role, Farzin managed multiple digital marketing teams for a number of nationally recognized Digital Marketing Agencies. In 2005, Farzin cofounded The Patient’s Guide a web publishing company serving healthcare providers. His company was acquired by IAC Publishing, the company behind ask.com – Investopedia.com – About.com – Dictionary.com and The Daily Beast. He earned his bachelor’s degree in Social Psychology and his master’s degree in Evolutionary Anthropology from California State University, Fullerton. 

The Role of the Newspaper in Digital PR

The development of technology has driven some to believe the newspaper is outdated. However, newspapers, in all formats, still reach 69 percent of the total U.S. population in a month. With the takeover of Facebook, Twitter and copious ‘news’ sites, we are certainly getting our information in new ways, but with the abundance of “fake news” out there, the newspaper still remains to be one of the most valuable tools when it comes to understanding media trends. This said, it does not have to always be a physical newspaper. Online options of the most trusted sources such as The New York Times and The Wall Street Journal provide incredible options for people who cannot get their hands on a physical copy.

Why Read the Newspaper?

Here at Circa Interactive and throughout the world of digital PR, the need for media ideas and stories is paramount. The editors at the top global publications are tasked with informing the public about what stories really matter. Surely we should listen to them? These are ideas that can be leveraged into any PR campaign and serve as an incredible peg when looking to obtain media coverage for clients. What is important here, is that the we are positioning our clients/experts to add to these stories that are being presented to us by some of the top minds in the country.

The Benefits of Reading the Newspaper for Digital PR

A PR specialist should have a general sense of what is going on in their specific industry, but an understanding of global events can provide a great sense of educational value. It carries information about politics, economy, entertainment, sports, business, industry, trade and commerce.

In addition, the journalists at the New York Times and WSJ are some of the best in the business. Their writing abilities are impeccable, and with this being a big part of a PR/communication specialist’s role, it goes without saying reading these articles can improve the vocabulary and skills of any writer.

How to Read the Newspaper

Ultimately, you want to read a newspaper in a way that suits you, and everyone has their own way of digesting information. However, make sure you go beyond the headlines. If you want to understand a story and take value from it in a way that is going to provide benefit to you and your clients, then you need to take in more than a few words. Also, save a couple articles that are particularly relevant and come back to them later. If you take time to analyze, you are more likely to come up with new story ideas for your pitches. Finally, take a look at the opinion section. This is where you might find a unique angle or idea in relation to a trending topic, and is often the place where the mind will really start to tick over.

George has been part of theGeorge Circa team for three years. He graduated from Plymouth University, England, with a master’s in marketing management and strategy degree. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications. 

5 Ways to Keep Your Readers Engaged

The average reader will view your article for 15 seconds or less. You may have drawn them in with your headline, but are they going past the first few lines? Are they leaving your site truly understanding the point of the piece? If not, then why? Even if you are drawing the attention of those who are likely to be more engaged than the ‘average reader’, there are still tips you can follow to ensure that readers are absorbing and engaging with your content. 

Ask Tough Questions

Notice here how I have already questioned you and your articles. Questions encourage curiosity and allow for people to think of an answer to what is being posed. Questions also connect with a reader’s brain and leave them wanting an answer to your question (which is now their question). Ultimately, the reader should leave your site feeling a sense of value from the questions you have posed. Therefore, in order to ask the questions that are going to allow for optimum engagement and readership, understanding your audience is pivotal. 

Have an Opinion

An article that people want to engage with is often one that makes a claim and sticks to it throughout the piece. This should get people thinking about where their thoughts are on a particular issue. This can often lead to positive debate within a certain topic area or industry. That being said, think about your readers here and consider balance on some topics. You do not want to force people away from your site by being overly controversial, but it is not always necessary to sit on the fence. Industry leaders are often the ones with strong opinions, and a great way to showcase this leadership is by getting involved in the comments section on your site or engaging with readers on Twitter.

Ensure the Article is Digestible

This comes in two forms; tone and visuals. With tone, you again need to ensure you understand your audience. Are technical, high-level terms going to be understood? Or are they going to lead to your readers becoming confused? If so, they are likely to zone out and ultimately look for their information elsewhere. Be sure not to become too casual though. If you are posing answers to questions that your readers already know the answers to, then really what value are they getting from the article? As for visuals, you do not want to overwhelm readers with big block paragraphs. Breaking the article down into sections can make the whole piece feel more digestible and less of a task. Utilizing subheadings can also allow readers to skim through the article and get to the section they are looking for.

Use Statistics

Statistics allow writers to support their arguments with convincing evidence. They also enable writers to draw conclusions and argue specific sides of issues without sounding speculative or vague. Stats also engage the readers and get them thinking about the significance of the issues that you are presenting to them. Keep in mind though that the statistics need to be relevant to the the story. Adding them for the sake of it will likely confuse the reader and defeat the purpose; which is to tie everything together.

Tell a Story

People connect with stories. From a young age we are exposed to storytelling and we enjoy it when things come full circle. Tying points back to the questions you asked originally is a great way to do this throughout the article and should be fully utilized in the conclusion. The reality is, when stories are told, readers engage, so if there is the opportunity to emotionally engage with an audience, then seize this opportunity. All the points mentioned in this article can ensure that you are telling your story and that your readers are hanging around for more than just 15 seconds.

George has been part of theGeorge Circa team for three years. He graduated from Plymouth University, England, with a master’s in marketing management and strategy degree. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications. 

The Benefits of Outlining an Article in Advance

Whether you’re crafting a straightforward blog or you’re delving into an in-depth research article, there is a temptation to simply sit down and crank out the copy. Once you start writing, the thoughts will flow, the sentences will arrange themselves accordingly, and everything will come together properly.

Unfortunately, as any dedicated writer or marketer can attest to, crafting effective copy takes a bit of forethought. Prior to writing a piece, it’s important to take a moment to plan out exactly how you’re going to approach crafting your copy–by doing so, you can ensure that your piece will have a cohesive structure, and that you will use your overall writing time efficiently. Here are a few of the key benefits of outlining an article beforehand.

The Theme of Your Piece

The most important benefit of outlining is that it can help a writer to determine the overall theme–or point–of a piece. Let’s say that you want to craft a blog about how Cision is the most effective marketing tool on the market. The first step in crafting this piece is to answer the critical unsaid question: why? Why is Cision the most effective marketing tool? Is it because it helps you stay organized? Or is it because it helps you connect with reporters and editors around the world?

Consider the following sentences:

A) Cision is the best tool a PR rep could ask for.

B) Cision is the best tool a PR rep could ask for because it features an unrivaled database of top reporters and editors around the world.

By addressing the unsaid question, you are able to determine the theme of your piece–Cision is great because it has a fantastic database. Once you’ve established the theme (or the why?), you can then break down how you will explore this concept on a paragraph-by-paragraph level.

Secondly, by addressing the theme, you can avoid burying the lede. A reader wants to know what the point of a piece is from the get-go–this is known as the lede, or the vital point or points that the reader needs to know about this story. In a traditional journalism story, the lede often appears right at the start of the piece.

Let’s say that you’re crafting a news piece about a revolutionary environmentally friendly car. The lede for that story would probably look something like this:

Acme Motors’ new Eco car line, which debuted at the Berlin Auto Show last May, is the most environmentally friendly car on the market, according to Green Car Reports. While most vehicles use gasoline to power their engines, the Eco car relies solely on water as a fuel source.

The lede for this piece lets you know the crucial parts of the story–that the Eco car is unique for a particular reason–right from the start.

A lede can appear in the first paragraph or even the first sentence of a piece. However, if you are not aware of the point of your piece from the start, you may “bury” your lede further down in the copy. This may cause the reader to become distracted or confused, since they may not be clear from the beginning on what the piece is actually about. By outlining before writing, you will establish the point of your piece immediately, and you can then decide how to examine this point in a clear and thoughtful fashion.

Solid Structure

When outlining, you can provide a thorough breakdown of how you will write the piece on a paragraph-by-paragraph level. By doing this, you can ensure that you will use your writing time properly, as you will understand where you need to go with your narrative as you tackle each paragraph or section. When outlining, there’s no need to go overboard: You can craft a detailed structural breakdown that explicitly highlights what you will say in each paragraph, or you can craft a simple outline that only offers a sentence or two regarding your approach within each section. The point is that with an outline, you’ll have a roadmap of sorts–you’ll understand where you need to go with the piece as you write it.

Research: Offering The Right Information

Outlining beforehand is useful from a research perspective, as well. Going into a piece, you may have a rough idea regarding the facts, statistics, or other data you might want to use within the copy. When outlining, you can determine a structural breakdown of the piece–in other words, what you will say in each paragraph–and you can also establish what type of information you will use within each individual section. For example, if you’re crafting a piece about press releases, you might want to include a section about the overall effectiveness of press releases–in other words, do they actually work on a consistent basis? If you want to make the case that press releases are effective, then you need to have the statistics to back up your assertion. By outlining, you can decide what type of research you will need for your piece even before actually begin writing it.

Gaps in Logic

Let’s say you’re making an argument: Press releases are no longer valuable. Your position is a controversial one, so you need to have facts to backup your case. You also need to make sure that there aren’t any obvious holes in your logic. By outlining, you can determine what kind of information you might need for your piece in advance, but you will also have a chance to examine your position from top-to-bottom. You might find during the outline stage that you overlooked a critical point in your argument. However, with a proper outline, you can ensure that you’ll present a solid case to your readers.

Supplemental Imagery or Charts

A good blog or article understands how to convey information in an easily digestible fashion. In other words, when crafting a blog, it’s critical that you present your copy in a way that won’t overwhelm the reader. Large, dense paragraphs might work for an academic journal, but they’re not appropriate for blogs, which are often intended to be read or scanned quickly. With that in mind, you might find at the outline stage that you can break up your copy, or supplement your information, by including charts, tables, or imagery. Determining the kind of images or charts you might need for your piece is far easier to do at the outline stage than the final drafting stage.

A Conclusion

Every good narrative needs a good ending. With an outline, you can develop your conclusion right from the start, guaranteeing that you will present a cohesive narrative structure from the first sentence down to the very last word. Once you highlight the theme of your piece in the outline, you can check to make sure that every section within the article or blog addresses this theme. Ideally, the conclusion reiterates your theme–e.g. Cision is excellent because of X, Y, or Z–and points out to your reader why your main argument matters.

An outline is a compass bearing, offering you clear guidance and direction at every stage of the writing process. An outline doesn’t need to be extensive–it can be detailed, or short and sweet. But by outlining before you write, you can guarantee that you will use your writing time in the most effective way possible.

Stefan Slater obtained his Master of Fine Arts in Narrative Nonfiction from Goucher College. He is a writer with over seven years of content creation experience, and his nonfiction work has appeared in a number of publications, including LA Weekly, Hakai, Angeleno, Surfer, and more. He is Circa Interactive’s lead editor.

Five Trends That Are Encouraging the Adoption of Tech in Higher Education

In recent years, technology has vastly transformed the higher education scene. Colleges across the country have implemented various innovative methods to advance learning spaces, remodel their libraries and bolster campus security. 2017, in particular, has seen laptops, tablets, ebook readers and fitness trackers become must-have accessories for many college students. Even virtual reality has found a place in enhancing the teaching of certain concepts in the classroom.

As manufacturers and developers continue to prioritize higher education, the impact of technology in colleges and universities is poised to become even more significant in the future. Below are five trends that are spearheading the adoption of technology in the institutions of today and tomorrow.

1. Virtual Reality, Augmented Reality, and Mixed Reality

The world is on the verge of major changes regarding how we all interact with our computing devices. Tech giants like Google, Apple, and Microsoft have been consistently investing in new forms of human-computer interaction (HCI) – notably VR, AR and MR – and products like the Microsoft HoloLens are already influencing the types of hardware and software that are in use in colleges.

This trend is even more compelling when we think about combining VR, AR, and MR with other HCI technologies like cognitive computing and artificial intelligence. As HCI continues to gain traction in higher institutions of learning, the future may see the development of more devices and platforms that combine AI with VR/AR/MR for a more comprehensive experience. Holograms could replace physical bodies in classrooms, and students will perhaps be able to pick their preferred learning setting, such as studying by a brook, or in a virtual Starbucks.

2. Simulation-based Learning

Educators are increasingly employing simulation techniques to facilitate active learning through repetitive and thought-provoking practice in safe, life-like environments. These virtual worlds provide to students a unique opportunity to apply knowledge and make critical decisions while incorporating some immediate feedback or reward system, which makes it easier to grasp hard sciences like biology, anatomy, geology, and astronomy.

Drexel University, for example, has collaborated with Tata Interactive Systems to provide a simulation-based learning system for their online forensic students, where they can conduct clinical assessments in the aftermath of a violent crime. A 3D virtual crime scene, complete with clues and continuous feedback, makes forensics fun and exciting.

3. Internet of Things

Although IoT technologies are primarily focusing on the consumer field, higher education holds a lot of untapped potential for the concept. Smart cities and smart campuses, for instance, are areas of keen interest among tech developers. Some systems in colleges, such as light controls, sprinklers, parking space monitors and building alarms are already internet connected and are significantly improving operations. Future iterations of IoT will likely be more intelligent, requiring less human interaction.

The Internet of Things could also motivate higher learning institutions to create IoT degrees and certificates that meet the changing job market. The “new intelligent things” such as drones and robots are expected to motivate the creation of more than 100,000 jobs by 2025. This will likely drive institutions to introduce new programs, similar to the way hacking has presently driven cyber-security degrees.

The Unmanned Vehicle University is among the few institutions addressing the market by offering programs in Unmanned Systems Engineering. With IoT steadily growing its impact on our world, however, it won’t take long for others to follow suit.

4. Digital Literacy

While previous generations of learners first experienced technology at school, today’s students first interact with technology for entertainment and social communication. This path has put  strains on institutions to incorporate college-friendly devices into their education systems.

Because smartphones and computers now feel as natural to students as pens and books, colleges and universities are looking into lessons that encourage them to solve real-world problems using modern technology. In some schools, an English composition course includes creating a blog and reading web scripting, while in others, history students learn how to visualize and map information digitally.

The intent of this approach is to create self-directed learners, who know how to put together the technologies they’re already familiar with to find up-to-date information and create new solutions.

5. Blockchain and Credentialing

Blockchain may not seem relevant to institutions of higher learning until we discuss it around the aspects of badging and credentialing. In essence, Blockchain is shaping up to become the technology that enables students and young professionals to maintain lifelong, cloud-based learner profiles, which can accumulate qualifications and badges based on courses and programs. Employers would then use these profiles to identify their future employees.

Microsoft’s purchase of LinkedIn last year, which had itself acquired Lynda.com in 2015, is proof that learner credentialing via blockchain could take off in the coming years. Now, if a student takes a course at Lynda.com, their LinkedIn profile reflects it.

The push into artificial intelligence by Microsoft and other major companies could play into creating a marketplace where employers easily find qualified and competent employees online. Institutions of higher learning will likely be among the main contributors of data into these profiles.

Final Words

Recent advances in technology, coupled with the escalating demand for quality education are forcing greater scrutiny on the value that institutions provide to students. Consequently, educators are changing the way they teach, strategically incorporating a variety of innovations and team-based methods of delivering content.

If the trends above continue to gain ground, the near future may see even more disruptions to traditional learning experience, with more institutions experimenting and embracing new strategies.

Vigilance Chari currently covers tech news and gadgets at LaptopNinja. She is an International presenter and published author. When not writing, she spends her time as an enthusiastic professional party planner and part-time painter.

Blogger Outreach Emails: Persuasive Writing Techniques

As we all know, how something is phrased is often more important than what is actually being said. If you leverage blogger outreach emails as part of link building tactics, chances are you’ve repeatedly tested phrasing to uncover the best subject lines and attention getting pitches. Words jump out at us for various reasons and play on our most primitive instincts and hard-wired responses revolving around emotion. With a better understanding of the power specific words have on human psychology, marketers can use persuasive writing techniques to create new opportunities while having fun testing out key words and phrases in our outreaches.

In this article I will present a few techniques for making your email marketing copy more persuasive and interesting to read.

Using 4 Effective Words

With only a short amount of time and text to capture the attention of a busy reader skimming through emails, it is important to carefully select the words used in a pitch and subject line. Even the most simple words can have a profound effect on our interest in a topic. Below are 4 basic words impacting psychology that you should include in your outreach.

You

Humans are rather narcissistic by nature, so it is easy to understand the importance of this word. We love to read topics that are centered around ourselves or addressed to us specifically. As opposed to making a message seem vague or generic by writing in third person, the use of “you” helps draw the reader in and make it more about them.

Because

Studies have shown that using the word “because” in email correspondence is over 31% more effective when seeking compliance, compared to leaving the word out. “Because” provides a sense of reason and ethos. You are not only telling a person about what it is you are trying to convey, but also why it is important while providing a reason to believe you. In the case of link building, it provides a more persuasive request and adds to the credibility of the pitch.

New & Free

These two words are addressed together because they both speak to the concept of loss aversion. In email outreach we may not necessarily be selling something, so leveraging this word targets the drive in people to acquire something new and for little to no cost. Using words like “new and free” are important because, for lack of better words, it creates a sense of fear of missing out (FOMO) and pushes people to take advantage of what you are requesting, i.e. sharing you link.

The Use of Sensory Words

Research shows that words related to texture activated areas of the brain were more likely to be impactful, even if their use was not related to any actual physical sensation. With our inboxes full of messages to filter through, we are likely to only respond to the ones that strike us as important or appear more memorable.
Using language that taps into any of the 5 senses: taste, touch, sight, sound or smell is likely to help the description of your message seem more tangible and realistic. Sensory words used in email pitches creates a more impressionable experience for the reader.

Storytelling and Striking an Emotional Chord

Incorporating short stories in your email pitch helps make your message more interesting and emotionally accessible, but more importantly, it makes the reader feel as though they can relate to the situation. This helps foster a sense of connection between the reader and the sender while breaking down barriers we create from being bombarded by pointless emails on a regular basis. Since there isn’t a great deal of time to impress the reader, you don’t want to lose their attention, so keep it short and sweet. Incorporate this storytelling method in an area that seems credible, perhaps like a statistic.

Let’s take a look at this example from a pitch aimed to create awareness about the rising cost of high school athletics:

“High school sports participation is at an all time high, but so is the cost, with some parents paying over $650 per child to participate in interscholastic athletics. High school sports offer a variety of long term benefits for kids, from scholastic performance to successful workplace skills later in life. With many families unable to afford the rising costs of athletics, our youth are at risk for a variety of negative impacts.”

While this aims to strike an emotional chord with parents, coaches and teachers, it also works for readers as a whole. No one wants to see youth negatively affected and it make even the average reader feel a sense of emotion and urgency to help by painting a picture of what is at risk for youth.

Our tendency as educated humans is to interact with one another using our “new brains” or more sophisticated language, however, it is in our “old brains” where the majority of our decisions are made. This part of the brain can be triggered using some of the most basic, yet powerful words and phrases for a more persuasive outreach.

16Keilah is a graduate of the University of Idaho. Working as an intern with Circa Interactive, she has gained experience in SEO and higher education content marketing while cultivating her creative skills. Keilah strives to become a future influencer in the digital marketing world.

3 Things Higher Education Marketers Should Consider in 2017

Whether it’s the increasing use of mobile devices or Facebook’s unveiling of lead ads, there have been a number of changes to the digital marketing landscape over the past few years. Some of these changes have had substantial impact, and many digital marketers have been scrambling to adjust and align their initiatives in order to remain competitive within the industry. While quick adjustments are often essential, it’s also important for higher education digital marketers to take a step back and conduct a full assessment of the current marketing strategy. With the new year soon approaching, now is a great time for digital marketers to reassess their current initiatives and test out new strategies for 2017. Below, I’ll offer some questions to consider during the review process and highlight a few new strategies to consider for 2017.

Review & Fine Tune

When reassessing your current higher education marketing strategy, you’ll want to consider two key elements: goals and data. If you’re a larger university with a number of initiatives, be sure to keep it simple at first. Perhaps start with the question: Did we reach all of our lead goals that we set for 2016? If no, this is where you’ll want to examine data to uncover where lead goals were missed and why. Outside of lead goals, you’ll also want to consider goals relating to your online presence, such as site visits, followers on social platforms and user engagement. When considering these metrics, examine the data to see if you can identify any trends or patterns to give you an idea where your audience may heading in 2017. For example, a major Q4 increase in traffic to social platforms along with a decrease in site visits could signal that potential students are more interested in reviewing a school’s social identity than they are the traditional web page.

After the review process, be sure to prioritize your goals for 2017 (example: “We’re more concerned with user engagement on social platforms than we are on site visits”), then fine tune your strategy to fit. Questions to consider while fine tuning include:

  • Do we want to reallocate our budget in any areas?
  • Should we remove any marketing initiatives?
  • What social and blog posts were most successful this past year?
  • What sources are most of our leads coming from?
  • Are there new social platforms that we should test?
  • What initiatives are we going to implement to get X number of followers?

When in the assessment and fine-tuning process, you’ll also want to consider recent changes within the industry. Below, I’ll highlight a few of the major changes over the past few years that you’ll want to consider.

Increase in Mobile

Since the introduction of the iPhone in 2007, the use of mobile has steadily increased, largely due to the ease of apps and mobile platforms. Yet up till this past year, desktop was always considered the primary source for reaching potential students. According to a comScore report, that now has changed as users are trading desktop for the convenience of mobile. This change has occurred for a number of reasons, but one of the main driving factors is the refinement of apps. For example, when Facebook Mobile was first released, the platform was congested and difficult to use compared to the desktop website. Yet over the past few years, Facebook and other leading tech companies have placed a major emphasis on attracting the millennial audience who tend to rely heavily on mobile. With this switch in focus, companies upgraded their mobile apps and platforms to enhance the mobile experience with improved configuration and additional perks, such as being able to order a pizza without having to leave the Facebook platform. These improvements have resulted in a 394 percent increase in mobile usage, a number that is only projected to increase in the coming years.  

As a higher education marketer, it’s important to know how the aggregate are leaning in their use of digital media, but it’s equally essential not to confuse the aggregate for your own audience. Be sure to dig through your data to see if you can identify a similar shift to mobile amongst your audience. If so, be sure to evaluate paid search strategies, as well as the content on your blog and social platforms to see if there are any adjustments that can be made so content is more mobile friendly.

Facebook Lead Ads

Mark Zuckerberg has turned Facebook into one of the premier advertising platforms, so it’s no surprise that they are leading the transition to mobile advertising with their introduction of leads ads. Within Facebook’s older advertising platform, clicking on an ad would send users outside of Facebook, which proved to be inconvenient for Facebook and its users. Lead ads changed all of this, making it so users can express interest in a school without ever leaving the Facebook platform.

Here’s how lead ads work: when users click on an ad, a lead form opens up within the Facebook platform that’s already automatically filled out based on what kind of information they share with their Facebook audience. So, for most, clicking on a lead ad would open a lead form with their name, phone number and email, and all the user would have to do is click submit to complete the lead form process. So far, the convenience of lead ad forms have proven to be very successful, dropping the aggregate CPL of one of our programs by about $15, all the while boosting lead volume in the process.

If you’re looking to have a strong start to 2017, now is the time to begin auditing your current strategy and implementing new initiatives where they seem fit. Remember to ensure that your current plan aligns with your overall goals, and don’t forget to examine analytics data to get a better understanding of where your audience may be heading in the new year.

If you have any questions, feel free to leave them in the comment box below!

 

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

7 Snapchat Accounts Every Marketer Should Follow

Social media and communication (as we know it) were changed forever when Snapchat launched in September of 2011. After gaining popularity among millennials, Snapchat has grown rapidly and now boasts over 150 million daily users, passing Twitter’s daily usage of 140 million daily users. It seems that almost everyone is using this app to communicate with friends, catch up on the latest celebrity gossip, and even read the day’s headlines, but are they using it to its full potential?

Read more: 5 Ways Snapchat is Changing the Way We Communicate

Besides sending funny pictures to friends, this service can also be used to stay up on the latest trends in marketing. There are hundreds of companies, entrepreneurs, marketers, and other successful business men and women who actively share tips, tricks, and their own experiences. After following a number of Snapchat accounts and actively watching, I’ve put together a list that every marketer should follow.   

*Pro Tip: Take a picture of any of the Snapcodes next to their name using Snapchat to automatically follow their account!

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University of Michigan: UofMichigan

The University of Michigan is a prime example of how a university can implement Snapchat into their own digital marketing campaign. After launching their account in February 2014, they became the second university on the platform. Michigan attracts current students to their account by utilizing Snapchat to show off lesser known areas of campus, highlight student exhibits, and hold interactive contests and activities. Prospective and incoming students are given the chance to interact with the university through their #AskUMich campaign that answers questions and addresses concerns utilizing the chat feature. Overall, Michigan’s account is an exceptional account to follow for inspiration on how to create interactive campaigns for any digital marketing venture.

Learn more: University of Michigan’s launch and overall Snapchat marketing strategy

 

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Michelle Obama: michelleobama

First Lady Michelle Obama is an unexpected person to see on Snapchat because she is the wife of the President after all. Her joining Snapchat is similar to how the Kennedys were the first Presidential pair to be shown on television. Michelle Obama is the first, First Lady to utilize a social media platform like Snapchat. The First Lady created an account because more than half of 13 to 34-year-olds are using the app. Working with this younger generation has been her main focus while in office so she decided it would be the perfect medium for her to communicate with them. Besides giving her followers a behind-the-scenes look at her life in the White House, the First Lady has utilized the application to promote her Let Girls Learn trip to Liberia, Morocco, and Spain this past July. This specific marketing campaign is a prime example of how to broadcast an event or trip through Snapchat. FLOTUS built up hype surrounding her trip using the application by regularly speaking on the subject and sharing details of the trip. Once she was traveling, she gave her followers a look at the lives of the girls she was there to help and made it feel as if you were there with her through photographs, interviews, and videos of the discussions held in each country.

 

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Justin Wu: Hackapreneur

Justin Wu is the founder of Growthly and an avid user of Snapchat. Jason gives his followers an inside look at what life is like during the early stages of a startup. From big meetings to his downtime coming up with new ideas, Justin provides tips on presenting, growth marketing, and creating a successful startup. Jason recently went to the WSJD Live and Snapchatted the entire event. He held interviews, asked for commentary from his followers and held a live follow up discussion on Snapchat after the event. Wall Street Journal even had Justin cover the WSJD Live event for their Discover page!

Check out: Justin’s coverage of his whole WSJD Live Journey

 

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Dan Knowlton: danknowlton1

Dan Knowlton is the co-founder of KPS Digital Marketing and author for Social Media Examiner. Dan’s Snapchat provides followers with a variety of marketing tips, industry updates, and a look into the life of an entrepreneur. Dan recently attended Get Social Kent and actively snapped his experience at the event. Dan shared helpful digital marketing insights from keynote speakers, gave an inside look of the event, and introduced key marketers at the event by holding interviews with them, asking about their marketing goals for 2017. Dan is an avid Snapchat user and provides a lot of insight on how to utilize the app to grow your own business.

Check out: Dan’s insights on Using Snapchat to Grow Your Business

 

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Gary Vaynerchuk: garyvee

Gary Vaynerchuk is the CEO of VaynerMedia and an established social media guru. Gary uses his Snapchat account to help teach others how to become successful in digital marketing through motivational snaps and valuable marketing advice. He encourages his followers to interact with him and send any questions they have about entrepreneurship, marketing, or growth hacking and will answer their question on his story. He continues this campaign across all of his platforms with #AskGaryVee. Gary gives his followers a behind-the-scenes look at the life of a CEO and all the hard work he puts in to accomplish his goals.

 

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HubSpot: hubspotinc

HubSpot is an inbound marketing software company. HubSpot’s social media strategy is a prime example of how companies can utilize Snapchat to show off their culture, educate their followers, and even help recruit new talent. In fact, HubSpot held a recruiting event via Snapchat this past July! In lieu of a resume, they asked hopeful applicants to teach them something in 60 seconds or less. By taking their recruitment completely digital, HubSpot was able to recruit from a specific audience and create a test that would result in employees that were the right fit for the position. Besides finding new uses for the application, HubSpot’s Snapchat is perfect for finding inspiration for your own company’s account.

 

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Morgan Brown: morganb180

Morgan Brown is the COO of Inman News and is a 15-year startup marketing veteran. Morgan provides innovative tips on growth and productivity and shares examples to help illustrate his points. He also invites his followers to ask him any marketing and growth hacking questions they may have. Through his interactive use of Snapchat and sharing real-life examples to his followers, Morgan is able to educate his audience and truly show them how growth works online.  

 

Have a favorite marketing guru you follow on Snapchat? Let me know in the comments below!

 

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Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

5 Ways Snapchat is Changing the Way We Communicate

Snapchat has roughly 26 million users in the United States, with 60 percent of those using the app aged 1334. In May, Snapchat’s dominance was established when it beat out Apple and Facebook applications to top the Apple iOS downloads chart for the first time. If you don’t believe Snapchat is worth your university’s time, consider the fact that 77 percent of college students use Snapchat daily. This app is designed for tech-savvy and content-hungry users. In other words, Snapchat is the perfect application to reach millennials, especially for universities looking to share a different side of their campus and boost interest in their brand.

This app alone has informed and shaped millennial culture through sound bites, chats, brief moments, and temporary flashes of content. Here I will discuss how it has begun to transform the way we communicate.

1. Creates a Sense of Urgency and a Need to Share 📲

In basic communication, humans transmit information and receive instant feedback. The integration of texting and emailing, however, has enabled senders and receivers to sit and dwell on content before responding. Snapchat has changed the game by making messages available to view only once. In order to remember what was said or seen and reply appropriately, the user must reply as soon as  they’ve opened it. In effect, these temporary messages take away the ability to dwell and create a more real-time form of communication.

In true millennial fashion, Snapchat utilized emojis to further encourage a timely back-and-forth conversation. Snapchat added an array of badges and rankings that encourage you to consistently interact with friends. From becoming a best friend of another user to earning awards for sending snaps, a Snapchat user is constantly encouraged to keep sharing. One example of this quest for badges is the ?  emoji. By keeping a conversation going for more than a day Snapchat will recognize the streak and add a ?  emoji next to their name.

Snapchat has created a way for people to constantly update and share content with their friends with little effort. A picture is worth a thousand words and Snapchat has created the perfect medium to share these visual stories with friends.

 

2. Provides an Inside Perspective of Faraway Places 🌍

Snapchat has enabled people from all over the world to share their story. With the addition of live story streams and Story Explorer, users are able to get a peek of what life in other cities, states, and countries is like. Snapchat regularly features cities from around the world and features them on the app with a live feed of Snapchats from people in the selected city. For example, tapping on the “Rio” feed instantly transports users to the lively city in Brazil and provides a peek at life through the eyes of everyday citizens.


Besides cities, live feeds are perfect for sharing events. From a higher education perspective, this is the ideal platform to share student events, football games, community outreaches, and more. Snapchat provides universities the unique opportunity of sharing experiences from a wide array of the campus population. By utilizing a live feed, or a Snapchat account altogether, a university is now able to show prospective students what life on campus is like from a student’s point of view. The students who Snapchat their experiences  are nurturing their connection to the university and sharing student stories on Snapchat can result in higher student interest, and help prospective students to determine if a school is a right fit for them.

More on: Leveraging University Events for Your SEO Strategy

 

3. Share the Full Story, Instead of Just Highlights 📖

Snapchat enables users to not just share the best picture out of their daily experiences; it encourages them to share the full story. Many users channel their creativity to share their day from the moment they wake up, to the moment they go to sleep.

Just last week Snapchat announced the next generation of stories: Memories. Users will now be able to save their snapchats and combine them with other photos on their phone to create custom stories that they can then share with their Snapchat friends. This new feature allows users to completely customize their content and share their experience from their own perspectives.

 

Instead of uploading  a few photos on Facebook or posting a 140 character tweet on Twitter, universities can utilize Snapchat to complete their “social story”. Using a mix of video and pictures, a university can share a campus event from beginning to end. A great  example would be using Snapchat to share a graduation weekend with their audience. The university can not only share captured moments of graduates but of the ceremony, award banquets, speeches, and more. By sharing moments in this way, a university can create a sense of community and become relatable to current and prospective students.

 

4. Digital Messages Have Become Personal 🎨

Customizing content doesn’t just mean choosing how long a picture is able to be viewed or writing a caption to accompany the picture. Snapchat has taken storytelling to the next level by encouraging users to draw, write, sticker, and filter their pictures to add a personal touch and have fun doing it! The newest Snapchat features, similarly to  Lenses and Discover, enable users to interact with the content they view and share.

Lenses is Snapchat’s upgrade for the average selfie. Now users can transform into a myriad of animals, characters, and even other people using these smart filters. The most popular example of a Lense would be Taco Bell’s Cinco de Mayo filter that transformed users into actual tacos. Taco Bell was able to market, create brand awareness, and even set a new record by using Snapchat’s features to engage and interact with their customers.

Circa Interactive Team Using Snapchat's Lense Feature

A university could create a Lense for a football game that would engage students in attendance and encourage them to share their stadium experience. By creating an interactive university brand, prospective students are shown the campus community and current students will feel more engaged and a part of their school’s conversation.

Snapchat’s Discover features channels for a group of brands to broadcast their own content. These brands are lucky enough to be able to market themselves by engaging their audience and creating a conversation through interactive content. Another ability users have when using Discover is being able to directly share their favorite pieces of content with their Snapchat friends. Instead of having to explain and describe what was so funny, simply holding a finger on the screen allows users to instantly show their friends why they are laughing.

 

5. Bringing News Back into Millennial Life 🗞

All of this interactive content has lead to journalism becoming attractive to millennials again. A study conducted by Wibbitz found that 40 percent of millennials rely on digital outlets for their news, while 23 percent primarily get their news from social media. Snapchat has jumped on this finding and added news outlets to Discover. An overarching theme in this article is interaction. Millennials love to interact with content, so why not the news? A big step in this new territory occurred when the Wall Street Journal joined Snapchat. Once this media-giant joined the ranks, it was made clear Snapchat is the way to reach a millennial audience. CNN and National Geographic are among the 24 other media companies that have also joined the application in hopes of delivering journalistic content to this demographic.

150 million people visit Snapchat daily, yet a Discover channel may only get 1 million views a day. Snapchat has announced new updates will occur in an attempt to fix this and bring in more ad revenue. While this application has begun to deliver newsworthy content, we will have to wait and see how this feature evolves. All of this aside, Snapchat has undeniably transformed our means of communication, created new opportunities for brands and universities and even brought personality back into a digital world.

 

Audrey-for-site Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

5 Ways Your Online Event Calendar Can Positively Influence SEO

By Krystal Putman-Garcia, Vice President, Marketing, Localist

As competition for students becomes fiercer, search engine optimization has never been more important for a college/university. Better visibility and finding creates more visitors and engaged students. Thus university marketing teams are constantly looking for ways to improve their standing in search results. One key element that higher education marketers may be overlooking is their online event calendar. Just think about it – an efficient online calendar is filled with up-to-date events that are rich in content, which can play a major factor in SEO efforts.

Luckily, there are simple and efficient ways your online event calendar can help increase page views and positively influence SEO. Here’s how:

1. Grow the Number of Pages on Your Website

Having more pages on your website – in this case individual event pages – gives you the opportunity to have a larger number of keywords and page views. Instead of having a static 30-day calendar grid-view, you can make your events SEO-friendly with a dedicated page for each event, which allows users to click and view more information.

More event pages will also encourage users to engage with your online event calendar, thereby increasing the time visitors spend on your site. As you may know, the time a visitor spends on a site is one of the factors that search engines use in their ranking algorithms, so the longer visitors are engaging with your events, the better for your SEO.

However, it’s important to note that having more pages isn’t enough – these pages must also be structured correctly. Your online event calendar system should code the name of the event as <h1>. This defines the most important heading, and search engines will pick this up as a priority.

2. Gain a Large Quantity of Backlinks

The number of times people link to your site is a big “off-page” factor in SEO. When there are a ton of backlinks, search engines infer that your website offers valuable or interesting information because it’s popular and engaging with users online. Think about the large quantity of backlinks your online event calendar could gain if other people, companies or organizations share unique links for each individual event on their own websites.

Increasing backlinks is a direct result of getting people more engaged in your online event calendar, and that means your online event calendar should be chock-full of content and events.

3. Activate Social Sharing for Users

There are tons of benefits to incorporating social media into your online calendar, especially when it comes to SEO. Search engines are constantly taking social data into account when displaying search results. In fact, links that people are sharing over social media see more success in user searches.

Be sure to utilize online calendar software that can provide immediate metric reports, specifically on the social media activity around a particular event. Having access to the real-time knowledge of this data will allow you to optimize your marketing efforts, ultimately impacting your SEO.

4. Gain Attention with Unique Event Titles and Descriptions

While content should always be interesting and engaging, each event should also include custom, unique page titles and descriptions. Meta titles and descriptions that feature relevant keywords a user might type into a search box help attract robots and will display as a “sneak peek” for the page in search results.

5. Keep Your Content Fresh

It’s important to consistently update your online event calendar with new events. Ultimately good SEO is good content. You’ll need to make sure you are including as much descriptive content as possible for each event to ensure guaranteed SEO success. Frequently updated high-quality content sends a signal to search engines that your page is worth displaying in search results. Thanks to the easy-to-use nature of online calendars, new content will be easily achieved through basic day-to-day updates.

An event isn’t successful if no one knows about it until after it has happened. In order to get your events discovered, the right online calendar should be fully equipped to help with many important SEO factors. Events generated through our software at Localist are integrated with Google’s index so your events appear higher in search results. And metrics such as EventReach will help you quantify how discoverable your events are amongst the student body.

Online event calendars, especially those generated with a robust interactive software, can ensure your school – and event – will get found online. Highlight these SEO-friendly features of your online event calendar and page views will soar.

Krystal Putman-Garcia

Krystal Putman-Garcia serves as Vice President of Marketing for Localist, an event marketing technology company that offers interactive calendars that help companies publish, manage and promote events. She is responsible for Localist’s marketing and partnership efforts, to ultimately help businesses make the most out of their events.