Understand students' attitudes, behaviours and motivations and you've got yourself a comms plan. How to turn engagements into something more meaningful. Sarah Bradley Head of Student Engagement and Communications at Oxford University Student Union for BrightonSEO 2018

1. Sarah Bradley
@sarahmbradley
University of Oxford Student Union
Getting Millennial's
Attention on Social Media
https://www.slideshare.net/SarahMBradley1

2. @SarahMBradley
Hi, I’m Sarah.
Student
Engagement Pro

3. (seriously,
it’s my job)
@SarahMBradley

4. Getting Millennial’s
Attention on
Social Media
Getting Millennial’s
Attention on
Social Media
Getting People who are
younger than us’
Attention on
Social Media
Getting Student’s
Attention on
Social Media
@SarahMBradley

5. Baby
Boomers
Born
between
1946 and
1964

6. Generation
X
Born
between
1965 and
1979

7. Generation Y
(Millennials)
Born
between
1980 and
1994AdWeek / Engaging Generation Z:
Marketing to a new Brand of Consumer

8. • Tech reliance = search behaviour super
important
• Apps
• Social media masters so reviews and
customer opinion essential
• Not using social very well? They won’t
trust you
• Strong content creators = UGC dreams
• Story-based marketing important
• Impatient with tech = doesn’t load? Big
no-no
As a
general
rule…
Millennials

9. Generation Z
Born
between
1995 and
1912
AdWeek / Engaging Generation Z:
Marketing to a new Brand of Consumer

10. As a
general
rule…
Gen Z
• Business interaction even more
personal
• Authenticity is key. Earned beats
owned media for Gen Z
• Social Responsibility gets them
interested. Racial, gender and income
equality as well as environmental
issues.
• Sophisticated decision-makers =
content should match this
• Mobile-only (mobile-first is so 2011)

11. Student
Preconceptions
Relax, we all do it it’s cool
@SarahMBradley

12. 18 years old
Full-time degree
Laptop bought by
parents
Socialising
most important

13. Uni
students
20 & under
41%
https://www.hesa.ac.uk/news/11-01-
2018/sfr247-higher-education-student-
statistics/numbers

14. 59%
Uni
students
21-30+
https://www.hesa.ac.uk/news/11-01-
2018/sfr247-higher-education-student-
statistics/numbers

15. v
Most
popular way
to study at
Uni
@SarahMBradley

16. v
Part
Time
https://www.hesa.ac.uk/news/11-01-
2018/sfr247-higher-education-student-
statistics/numbers

17. Campaigning
for gender-
neutral toilets
Works for money
Volunteers for
experience
@SarahMBradley

18. Sabbatical
Trustees
Alumni
SU Brand
perception
University
Colleges
Local Schools &
Colleges
Local
Community
Academic
Colleagues
University Brand
Perception (Federal
System)
Global
Community
StudentsProspective Students Partners

19. So…
What do we do?

20. Sabbatical
Trustees
Alumni
SU Brand
perception
University
Colleges
Local Schools &
Colleges
Local
Community
Academic
Colleagues
University Brand
Perception (Federal
System)
Global
Community
StudentsProspective Students Partners
Campaig
ns
&
Support
ChampionsTOV
Collaborative
Relationship
Thought
Leadership
Social
Innovation
Empowerment
Equal
Opportunities
International
Students
Belonging
&
Wellbeing
Advice UK
Access
Outreach
Events

21. Ironically…
Remove the labels
@SarahMBradley

22. How?

23. Lifestyles
@SarahMBradley

25. • Positive Mental
• Health
• Inclusive & Celebrate
Differences
• Gender
• Change-focused
• Healthy Mind, Healthy
Body

26. Behaviours
@SarahMBradley

27. Get
to
know Us

28. Community
Management

29. Nothing beats
manual CM

32. 1.Course
2.Learning &
Development
3.Career
https://www.timeshighereducation.com/student/blogs/how-international-students-use-
social-media-choose-uk-university

33. https://www.timeshighereducation.com/student/blogs/how-
international-students-use-social-media-choose-uk-university
3. Deciding what to
do with my life
2. It’s expected
3. Everyone I know
went to university

34. A pre-
made
timeline
of
useful
info

35. In October
students will
care about
belonging
In December,
they will miss
home
In September
they want
discounts

36. Motivations
Finding the stories
Community Management
UCAS Key dates
Term dates
Engagements versus Meaningful
Engagements
Quick Review
Motivations

37. Attitudes
@SarahMBradley

38. Students get their
loans after they enroll
A lot of students don’t have
disposable income outside
their jobs

40. However…

42. So…
How do you
engage?

43. Causes
&
Community

44. Student
Takeovers
Collabs

45. oxfordsu.org
That’s me!

47. Money
Want to change the world
Celebrate their interests
Give them opportunities to
influence your content
Quick Review
Attitudes

48. The Big HE Secret
@SarahMBradley

49. Universities and
Student Unions
have no idea what
your brand can do
for their students.

51. Sarah Bradley
@sarahmbradley
University of Oxford Student Union
Getting Millennial's
Attention on Social Media
https://www.slideshare.net/SarahMBradley1