1: Marquette University’s Snapchat Strategy w/ Tim Cigelske

ABOUT THIS EPISODE

In this episode Tim Cigelske, Director of Social Media at Marquette University, discusses creative ways higher ed can use Snapchat as an enrollment growth strategy.

Attracting today's new post,traditional learners, means adopting new enrolment strategies, heelikseducations data driven enterprise, wide approach to enrolment growth isuniquely helping colleges and universities thrive in this neweducation, landscape and Helox has just published the second edition of theirenrollment growth playbook, with fifty percent brand new content on howinstitutions can solve today's most pressing enromant growth challengesdownload it today for free at Helocks, Educationcom, playbook, you're, listening to enrolment growth,university from heliks education, the best professional development podcastfor higher education leaders looking to Growin Roman at their college oruniversity, whether you're looking for fresh and romant growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show, welcome back to an Roman GrowthUniversity, Imar, Goleson AVP of marketing at healecks education andwe're here today, with Tim, Segelski, director of social media and MarquettUniversity Tim. How R you doing today doing great thanks for havvingingthanks so much for joining us Tim and I have been friends for a long time he'salways one of the very first people I turn to when I have a question aboutsocial media and he's always doing really creative things with social atMarquette. So I'm really excited that'. You're here talk to us today about somereally creative ways. Marquett is using social and specifically snapshat as anenroman growth strategy. So before we get into that Tim, can you get thelisteners a little bit understanding of both Marquett University and your rolethere yeah? So we are a Catholic jusuit university in Milwaukee Wisconsin forthose not familiar most frequently confused with Marquett Michigan,another midwestern area named after Father Marquett the Jesuid explorer-and I know this because we can see in Google trends every time we make thetournament the NCA tournament and basketball. You can see what searchesare spiking and what related searches,...

...so people are searching, whereisMarquett College, whereas where's Markhead, I can tell everyone right now.We're listening, who are familiar. T is Milwaukee Wisconsin. Just ninety miles,north of Chicago and my role- I am director or social media- I've beenhere almost nine years and in my very first day at Marquette, signed up signus up for a twitter account. I thought this is you know this is the endb allsocial and loand behold things up. I've continued to evolve, and you know todaywere on all the channels, including snap chat, yeah. Let's talk about thatbecause you've always been first to these channels. I think your oneMarquett's one of the very first and higher ed to embrace Snapshat, so talka little bit about your decision to Jump On that bandwagon and let's talk alittle bit about Father Marquette that snapchat channel Yeah. So I mean youknow for a lot of people who kind of grew up in social. Like myself, weexperimented with these early tools like twitter and facebook, and even myspace before the had, and so we ere you know, experimentation was normal to usand we just kind of figured this out as we went and when Snatchek came out, Iwas of a certain age. You know, I think, at that point ad one kid second, in theway waresnap, I was too old for Snapchat, and so I didn't initiallyunderstand it, and there was a medium Pieo as written by a former studenthere at Marquette talking about moving from this concept of disparagement andridicule for things, you just don't understand and you just automaticallyassume while they're stupid, because it's not for me to one of curiosity andjust trying to be like okay. Well, if this is popular, if people are you know,it may not be for me, but there's something to it, there's something herethat is making it resinant with people. So I took that toheart and even turned to my interns and said: okay, I I don't get it. This ismy moment of being old. Please tell me why you like snap chat in a cube- andyou know, do some a leadership or leadership opportunityin and write a paper about this an write, a strategy document for whyNamchat is relevant for your generation...

...and what I can tell my bossis and otherpeople who are coming to me that this is actually goining to be a thing, andthis is important for us as a for strategic standpoint. So I think thatwas you know last was track of time, but that was probably about three fouryears ago and we've been on UNSNAPD Shat and growing. Ever since Tim, Ithink you bring up hugely important point there, I'm similarly one whodidn't get snap chat, still don't as much as some of my younger peers. U, Ithink, as marketers we have a responsibility not to disparage, likeyou said, and even if it's not for me, we owe it to ourselves and ourrespective employers to at least understand why this is so deeplyexciting and emotional to so many people, and even if it's not for us, weto understand why it is for so many other people. I think it's reallyreally good good advice en talk to me a little bit about Father Marquett. Whydecided to go with kind of that persona rather than the university for theaccount and how Father Marquett interacts with your community today? Sooriginally Father Marquett, you know the name Sake: Jack Marquett WHO's,this Jesuid explorer the Midwest. He was persona on twitter and instagramhad his own accounnts. I speak to him. Like he's, you know a real person he's, like you know threehundred eighty years old, but you know it allowed me. It was kindof a happy accident at first siding up Thas countsbeen, realizing almost like.I was writing fiction. Like you know, the official you know accounts forMarquete were the nonfiction. You know official accounts and this one, eventhough it was under my purview, I could have more fun with it. You know Itwas,like it was almost a character coming to life and I think people you know. Isaw people respond to that and just kind of understand that this is, youknow, different voice of the institution. This is like a friendly,goofy, grandfatherly voice that gave you a different view and because,historically, this istor figure was an explorer even allowed us to leave theconfines of campus and explore Milwaukee and explore the region, andit was. It was kind of this evolving strategy of like okay. We can have thisfun voice, but we can also explore and...

...go beyond campus and show people whatMilwaukee has to offer eread in the edgof downtown Milwaukee and then thitwas a natural extension for Snampchad, because Napchat is really about theperson. You know, there's so many brands now on social media, that it'seasy to forget that social media wis originally just about people andsoapshet when it was built. It was same thing. It was about you know, takingSelfis, showing yourself showing your personality, showing your feelings andemotions and that's a lot harder for a brand to do from a brand perspective,and I'm not going to do that for me on behalf of the brand, that's a littlebit too much of a leap for you know, I'm not the face of it personally, butFather Marquett, we have a. We literally have a statue, a fatherMarquett, a mini statue that travels around and became the person that gotthe selfies when we were taking snaps and then with the rise of bit. Moji ENLhas his own bit Moji, so it doesn't yout even have to have the statue withus. It statues kind of this cumber some heavy thing, but I could be anywheretake a snap and then add a bit Mogi to it, with father, Marquette's,likeliness and persona and all of a sudden. Now it feels like FatherMarquetts talking to you, this sort of friendly image from a you know what canfeel like an impersonal big institution. I love I it's such a good idea. YeahTim, I think when most people think about snapchat they're thinking this isfor the traditional student or even younger how exclusive is snapshet forthe traditional student versus some of your other social channels. So I meansnapchet really is I' hell people, you know it's for twenty five and youngerthere's. Definitely some some gift to that, and I saw maybe a year agoarticles about how old people were flocking to snapchap. I think that wasa little just to see like what their teenagers maybe wewere doing orwhatever I don't know if it lasted, but it's so far. It really has, I think,persisted as this place for younger audiences, the kind of eighteen totwenty five eighteen, twenty three. When I've been in focus groups withcowed students, they've kind of said, the same thing is like yeah part of theappeal is, like my friends: Are there you know, and it's like a place for usto hang out as opposed to like a place with my grandparents and parents andaunts and uncles to all hang out. So...

...you know. People also forget thatfacebook started as a place. That was just exclusive for college students andit was seen as this kind of young party scene and that's obviously very much achange with grandparents being on there and being a very big demographic, anolder demographic. So I think to surpass kind of just that one barrierof snachat wants to grow. They actually are now called snap ink and they'rebigger than just the STANP CHAT APP they. You know, I think, last yearrolled out these spectacles, where you could take pictures with your glasseskind of a trender version of Google glass, and I think that's where we'reheaded as wearables you know become bigger. I think we're in the very earlystages of wearables and things that live in your your house, like a personlike Alexa and Google home and all those sort of things I can see snapreaching older demographics in different demographics than just yourtwenty somethings in your teens with that rote. We just haven't seen it yet,and it remains to be seen how they do with that hello. I love it. I think alot of Higher Ed admens are often skeptical of social channels. Foranything, more than just mere brand awareness, if they're looking at,what's your Ioi Tim, how is this really helping us growing, Roman here? What'syour respond to something like that? So there's the thing: it's kind of the silly thing, this game,if I gavifacation thing in snapchat called strinks Hore, if you reply backto people more than three days, there's a little flame next to both your namesand you've started the streak. So now, if you, you send a message back andforth both of you every day you can maintain the streak and you add anumber to it. If you don't, you lose the streak and this seems like a sillything, but it's a big deal. It's especially big deal to you knowperspective students and in young students. So we've done this. We havestreaks going back and forth ith. This father market account with a number ofhigh school students and current students, but one anecdote I can share,which I think was was really notable, was, is a high school student who sentme, Send Father Marqetta message on...

Decision Day and said: Hey FatherMarkett, I ive made my decision on where I'm going to college and- and Iwould like snap back- was like and in suspense, been father market,because his friend she speaks a t' a little friend. So it's like Mona me and sprinkling like the limited amount ofFrench ight, nowome, color and character and andthen you role backwith both the BITMO GES or snap back with both the bit mojen Eve decided toCo to Marquett, you know, and then I celebrated and took screenshots andsenther back a message with you know, celebrating Father Marquett and thenlike shortly after that, on the Hundredth Day of our streak, she was ona field trip with her friends and took a picture in with all of her friends inthe back of a bus and a field trip and said: Hey today, if itherver catchthese or Hundredt Day of the streak, and we got you get like some specialdesignation for that, and so like all of her friends and her were likecelebrating with Father Marquette, I'm like this is great. You know it's nottha, it's not just her. It's a social experience that she sharing with allher friends, and so I you know it because of the the demographic ofperspective student Snapshat is a extremely important channel. Thinkthat's a really important reminder for us that a great example of a studentwho was deeply connected with your social channels very early in thefunnel. I think we often put a lot of emphasis on our website making thatfirst ouph relationship some of our our top level advertising, as well as therelationships that they develop with Arn Roman coach. But this studentspecifically had a deep long, streaky relationship with moter marquettebefore she actually made her decision a so so it is absolutely influential.That's really exciting Tim you've been very public about how you didn't getsnapchat. Originally, I'm the same. What would you say to another collegeuniversity who's hesitant to jump on board the SNAPCHAT train? How do theyget over? That fear? I don't understand it and then what should they do to beas creative as what you've done with the with Father Marquete Marquett? So Iteach a fair number of snampchat workshops and have done some webbinarsand that and that sort of thing- and...

...you know, there's I guess top Sooadvice, one as I say just talk to your kids or your cousin or your. You know wsomeone at that family renion who's snapping all day like ask them like youknow, ask them why they're using it? What appeals to them, I meand they'll,tell you they'll, really open up unless you really enjoy it. One of the mostfascinating things. I've been a part of the summer is doing focus groups. I'vedone three hours worth focus groups as college students and just have themtell me. You know why they use to AMCHEP why it still appeals to them andthen the second one. I goes back to the streaks and I actually tell people youdon't get it at first. You won't get it at first, you wil, itwill, feel reallyawkward and it feel really different and that's because snapchat is builtfirst and primarily, and only for phones and that's a sea change frompeople who grew up with computers. So if you, if youuse the computer beforeyou use to phone you're, going to find snap chat weird and it's going to takea while to understand how it works as a mobile first application O, I tellpeople even if you're sending the dumbest naps. Even if you don't knowwhat you're doing start a streak with someone else, a trusted friend who will do it and then just every daya little more comfortable and you'll understand it and and then, even if yagain, you don't use it and it's not for you, that's fine. It's just now.You'll understand it. If you want to understand it from a marketing andcommunication perspective, love it superhelpel advice, and I think a greatreminder that I think a lot of us listen to this and in me, myself go boy.If I only had a tim, you know someone who could be creative and thinking inyou know Imoji and snapsling. That's what we need me, this kind of amateurstandup, comedian and one I think. Well, I think that might help. I think whatYoue helped the audience realize is that no, you were data driven. Youdecided what to be based on the research and you did your homework andand your own personality and creativeness and cleverness helpsgreatly but you're, given people what they want, which is a, I think, areally important lesson for all of us. Yeah Tim anything else. Wehaven'tcovered yet today that you want to make sure our listeners understandabout snapchat er social as they go off to kind of lead, the way ot their owncampus and institution. One of the the...

...piece of data that came out of thesefocus groups. I asked students what percent authentic are you on facebookand what percent authentic? Are you on Snach at how much ar you yourself, andthey say in this- Isn't separate focus groups and the overwhelming answers onfacebook on about ten percent myself and on stay at chat? I am eighty fiveto ninety five percent myself and I tell people snamshots really athrowback to presocial media communication because it's faced, it is,you know it's media through technology, but it is kind of face to face you'reshowing these moments that are ephemeral that disappear, and it's justlike having a conversation with your friend over the fire with some beersthere's, no one keeping a record of that conversation. It's in the moment.It's what you're talking about right. Now, it's sharing kind of an enphemeralbut lastingexperience, and when they're using snapher, they kind of see thesame thing ats, like maybe I'm communicating with a friend whostudying abroad, someone who's. You know in different city or whatever, butI'm sharing a quick authentic moment, there's no record of it after thisbecause it's you know Indofin there, but I'm able to be myself that way,rather than something that lives on my facebook timeline that all my aunts anduncles can see for eternity. So it's really. This you can think of snap chatis is even though it it feels kind of like new and futuristic and different.It's really kind of going back to some of those Corp Principles ofCommunication. That's so awesome, we've been doing our own research at heliksand realizing that both adult students and Genz are valuing authenticity morethan Ay anything, and I think that's just a great motivation to will embracethe channel that forces yout. be it so so great empowering lesson for all ofus Tim. Thank you so much for joining us today. What's the best place forlisteners to connect with you if they have any followed questions, so hey canfollow me. Man Stam shed. If they want, though it's pretty much just picturesof my kids, and that is my user name is tecycle Tim Teecy, cle Tim and then Isay if they want a more traditional, you call it that Iam Patsegelski ontwitter and it's at CIG elske happy to...

...talk more about Samp catter, answerquestions and I have a medium ublication where I'm working throughsome of the kind of communication theories behind snap chat and I postlinks to those medium posts on twitter, so they can certainly file along andhappy answer, questions awesome. He is a good, follow folks, go ahead and doit Tim. Thank you so much for joining us today, Anytime Meric you've been listening to enromentgrowth university from helicks education to ensure that you never missan episode subscribe to the show in Itunes or your favorite podcast player.Thank you so much for listening until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (217)