New Digital Trends Impacting the Student Lifecycle

ABOUT THIS EPISODE

Jennifer Garrett, Head of Industry, Education at Facebook, joined the podcast to discuss AI, test-to-learn, post-lead touch strategies, and new digital trends driving the student recruitment experience.

The number one place where we see anopportunity is for schools to be incredibly crisp on the business KPIthat they're trying to drive forward you're, listening to enrolment growth,university from helics education, the best professional development podcastfor higher education leaders looking to grow in Roman at their college oruniversity, whether you're looking for fresh and Roman growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show, welcome back to Enroman GrowthUniversity, a broud member of the connect Edu podcast network, I'm EricWolson with helicks education and were here today with Jennifer Garrett, headof industry, education at facebook, Jennifer welcomed to the show. Thankyou so much Eric. I am delighted to be here with you delighted to have you soexcited to talk with you today about digital trends impacting the studentlife cycle, but before we dig in, can you get the listeners a little bitbetter understanding of both yourself and your role at facebook? Absolutelyso I lead our education verticol out of New York City. We are national and wespend our time helping all of you enroll. Your students and get them tohappy outcomes we spend most of our time working with universities, okmsand several partners in the elearning space super hupple feedback and thankyou fo for helping us achieve, or enroman goals, Jennifer to kick us offin your role so close to a digital landscape. That's changing so muchright now. Can you talk us through some high level trends that you're seeingthat institutions might want to look at or leverage to help drive their studentrecruit and experience? Absolutely so, we've all seen this accelerated shiftfrom offline to online in two thousand...

...and twenty. I think many are sayingthat we're five or ten years ahead of where we would have been without covidye, but I think there are two main sort of macro transer thing, and then we cantalk a little bit more about Higher Ed, specifically plice. So, overall, Ithink we're seeing a shift across marketing from an ultra targetedapproach to machine learning and what I mean by that is that we're, startingwith the business objective and then letting in facebooks case the facebookalgorithm, do the work and we're finding audiences in places that wedidn't expect to find them. So that's kind of a game changer and ifyou think about the way that marketers have been approaching audiences sincemadmen. This is a five weck shift. Yeah also creative is really playing a moreimportant role than ever before. It makes a lot of sense if you think aboutall the increased competition out there, that it really matters, and it requiresus to really understand what the motivations are to a student and whatthe barriers are and then digging deep into your tool. Kid to connect to eachstudent based on those motivations and barriers and I'm sure, you've all seena lot of statistics around the impact of creative but areas. A recent NeelsonCatalina solution study found that fifty six percent of a brand sales liftfrom digital advertising can actually be attributed to high polity. Creative,so it really is important to build creative thoughtfully. You Hah Jennifer,to tag onto that as a as in OPM that focuses on adult students throughcompelling creative and branding. You know everything that you're sayingresonates, obviously a lot, and we have our institutional clients and partnersthat don't really know how to find the...

...adult student and and now we'reentering a world with less traditional students, taking sat tests and acttests, and similarly it might become boy but, like I used least to have alist of where I could find the traditional students and target offthat. Do you think that that ai reality and using the algorithm to findstudents where you don't know exactly where they are? Is that Cang becomemore and more critical moving forward? I think it is going to, and the realityis that the AIAN machine learning is getting better and better. It's so muchbetter at it than we are, and we all know that students don't look the sameas one another and especially in a changing world where people are havingto learn new skills in order to get jobs at different types in their lives.Right plans have changed. I think that there are signals that the AI can pickup, that we might miss otherwise super helful. I know I tangented you beforeyou were going to get into the the high level digital trend that was morespecific to higher Ed. So I ant to make sure you can get to that one too sureso theyare, I think really two more there, and that is that we're seeing abreakdown of the silos between marketing and operations, with a lot ofour partners and you're, seeing the marketing teams nurturing for leads,but also optimizing media for applications alongside leade Y andthat's a change over the last couple of years for sure and seems to behappening more and more and overall, there's a diditization of theenrollment process, and maybe it's better actually call it mobilization,but streamlining the application process overall. Making it more mobilefriendly, introducing boss, including Messenger Bot, all that is actuallyhappening and there's been a lot of talk about the application process,transforming it feels like it's actually happening right now, likethat's a super great point, N and one...

...that I think echoes a lot ofconversations that we've either been a part of, or here on, campuses O asmarketing used to be responsible for legion and admissions used to beresponsible for sales and enrollment, but you're talking about this newfuture that we are currently living in where there are more mediaresponsibilities, Pastle Gen through that student lifestycle, could you walkus through a hypothetical example of how a student could interact with auniversity BIA facebook throughout that entire student lifecycle from discoveryall the way through enrollment I be so happy to so? Let's use the example. The holidayswere coming of somebody thinking, they're made a newyear's resolution andnow the time to go back to school, so they're thinking about that along withther many other marrioge resolutions and the front door is really theinstitutions facebook, page or ij handle. This is where you first get asense of student life and the culture of the university. Your organic workhere is really important. This is the window that you are sharing with yourperspective, students and you want to keep it authentic and full of liferight. You want to be revealing and use that toughful creative from this pointforward. Then you can do something we call instream reserve,which is really facebooks answer to television and when I say facebookthroughout this talk, I'm talking about facebook and Instagram, really the thefacebook family of APPs, which includes Messenger and what's up, but for now,let's really focus on facebook and instagram. So Isr instrim reserve isour brand building tool that in many ways mimics television and allows oneto reserve inventory on faithbook and...

...really get a huge amount of reach. Sofor those partners that are traditionally very comfortable in theIntelligen n sere- and there are many in higher Ed- those partners are reallyexcited about instram reserve and there there are, with many of the brandplayers in marketing that you would expect to see from financial servicesto insurance companies to auto all those players. Wellso, then, theperspective student might find an ad in their news, feed, highlighting Irelevant program from your institution or the opportunity to receive moreinformation, and that would be paid, and then they may see a post oninstagram asking if they need help with their application, and if so, therecould be a messenger Bouht to help die them right to the information that theyneed and the Messenger bought here plays an important role because alreadywe're at about seventy percent of users, the prefer to receive information, be achat than phone call Wel so and that's actually across all age groups. It'snot just with younger people, so using messenger or some kind of a bout. Theremakes a lot of sense, and then you know once you've been rolled. I think groups can make a hugedifference. I spoke to one university president recently who had triedseveral tactics for this and said groups has worked wite, nothing else,because it's already there it's already people already have facebook on theirphone and groups, is within that yeah and they've been using it for each oftheir new cohorts and seeing success rates. Lift in the double digits andgroups is one of those things. It's free and many of us use them in ourpersonal lives, and we know how engaging and sticky and important theycan actually be to people, especially starting cohords or freshmen or Ese, agroup in a class. Anyway, then you...

...could keep the conversation going withalumni and networking and relationship building, and I think also it'simportant to think about how to use the alumni and then the career services armof many of these universities to really help support students afterwards andcontinue those alumni relationships. So that's a very broad way of answeringyour question, but you can see that it really could help with finding thestudent and rolling the student ensuring a happy student outcome andthen a long long relationship with the institution. It's such a helpful walkthrough, and I can just hear the vpice of enrollment listening and going yeahmarketing do all that stufg for us, don't just don't just throw us over thelead and cross your fingers for US help us throwhout. That cycle, and I loveall those examples you gave ut when you mentioned the ISR reserve when you'retalking about our usecase. Would an institution typically use that at thepost, Legen stage post APP ors this top of funnel it's top of ful got? It wouldbe really replacing that Werk. You know the way that we speak about it is topof funnel. I don't think that a real brand advertiser would say is top offunnel butesing ned funnel is probably more actirate. Yes, yes got it. Onething that actually, I should mention which I fail to hear is that I thinkwe're also going to see an increase use of air and br and it's really earlydays just starting to scale, but I think you're going to see Oculis andfacebook labs come into classrooms in incredible ways and Occulus is alreadybeing used to teach surgeons how to do surgery and the use cases are incredibly inspiring. So I think thatwill be part of our conversation before too long Jennifer. I know we've givenmarketing and marking teams a lot of...

...homework. Now, let's switch over to thefaculty side more and more researches, showing how important facultyconnections are to a students, enrolment decision to their persistencedecisions. What are some different ways: You're seeing academia buildrelationships with pespective students digitally you know, we'd love to seeeven more, but we do see events we see use of facebook live and, frankly, wewould love to see personalities and academia bring students into theirexperiences. Ven more and the tools are there to do it in a way, that's verydigestible, so it doesn't have to be a gigantic commitment. One can do shortlive sessions and it's incredible opportunity to really build interestand establish credibility with perspective students. You know when Ilook at a brand like a Pelaton. Of course, they've benefited from the factthat people are at home, but they've also taken their instructors and madethem stars EA and built personality and stories around them and they use groups.The PALETINE group at facebook is incredibly vibrant and there's a realsense of community and to see people backing one another up when they reachcertain milestones or supporting people. When there's a tough day, there is somekind of magic there and it's something that I think we can replicate more inhighered. I know facebook campus is just beginning to roll out. Do you haveany insights into how powerful over your recruitment tool you anticipatethat being for institutions, and will these kind of faculties celebritieshave any role within facebook campus? It's a great question because it'sreally early days for faithbook campus and I think it will evolve tremendouslyfrom today into the future. Basically, for those of you that don't know,fachbook campus launched the September...

...to thirty schools in the US, and itoffers a college only space for students, so there's an edu verifiedspace that allow students to participate in groups and events thatare really just relevant to their specific school and there's a campusdirectory. That is a lot like facebooks early days. We found that students,especially incoming freshmen, or really looking for ways to discover who's intheir larger class and connect with people in their individual courses andstudent clubs. So facebook campus now is a lot about that and allowing fourcollege students to start chatting in a low pressure way in terms of usingfaculty and their power. I think it's a great usecase and we haven't reallyseen it yet. So I think Iud be really fun to test that Trinfor. Let's talkabout the financial reality and and what we can do to best leverage ourmarketing dollar covid has created, above and beyond financial strain. In ahigher ed landscape, frankly, that already had a lot of it. How caninstitutions better measure the impact of their digital investment in thismarketing world, where we're kind of pinching our pennies right? Now I it'such a great question, because we all need to be better at it every singleday. So I think the number one place where we see an opportunity is forschools to be incredibly crispd on the business KPI that they're trying todrive forward both on a broad level and on a Granoa level, and it's justabsolutely critical- that from the CFO down to your media manager, the teamunderstands what they're trying to solve for and why? Because that allowstest. Od Learn bindset that one needs...

...in order to find the right way tomeasure digital results, because, as we all know, listening to this, it isabout triangulating results with your system and third parties, and it iscomplicated. It is possible. However, we have clients that are incrediblysophisticated and are working with parties like new star and facebook andGoogle and their own proprietary research and their agencies and theyveput together very sophisticated models that they feel comfortable with to makedecisions, because the reality of it is that we need signals from all thesedifferent places to help guide us. We don't have a full picture from anyoneplace and it's not getting any easier. So you know, I don't think that many wouldhave thought that at facebook we would be talking about MMS with frequency walwe are because mm can be incredibly valuable. It's just you have to look ateverything together and try to figure out how to measure what you're doingand finding your comfort level. As you plain your budgets for the year Tenifer,I love the test and learn approach. I love the idea of finding new ways tocreate digital touches throughout the enrolment cycle. Any final next stepsadvice for institutions. Listening to this saying. Yes, I got to send this tomy marketing team because they have to do all this stuff and they're justlooking to develop a more strategic digital approach in general to theirstudent lifescycal management. Where should they start first? You know, I think you really have totake a good look at your start student Germay and recognize that when you're talking to them is initself an optimization and to make sure...

...that you're solving for the big picture,which I think for most of us is actually enrolling a student. Sogetting too caught on the lead can be very, very dangerous. Sometimes weactually have meetings and we just open them up, and we said we're going totalk about everything, but the lead we're not even to mention the word ofthe GA and it's a useful exercise, because itdoes really focus when thinking to all these other places and touch pointsthat we have, because there are a lot and that's what makes it fun to be inmarketing in education. So I think I would really step back and try to lookat the whole picture and stay very nimble when it comes to measurementplay in creative play with video play with color play with logo, reallyunderstand the motivations and barriers to your students coming or not comingto your school and use the technology to help differentiate with specialabout your institution versus another, because there's definitely somethingand it's very hard for students to tell right now agreed in amen to thatJennifer thanks. So much for your time today. What's the best place forlisteners to connect with you or your team, if they have any followupquestions, sure well feel free to pin me on Linkdon, and if you have facebookspecific questions, please go to FB DOT me Edu. That is our facebook foreducation. One on one everything you need is right there and well at least help point you in theright direction and get in to our team awesome thanks. So much for joining usto Jennifer. Thank you eric. This has been a total pleasure attractingtoday's new post. Traditional learners means adopting new enrolmant strategies.Keelics educations data driven enterprise, wide approach to enrollmentgrowth is uniquely helping colleges and universities thrive in this neweducation, landscape and telex has just...

...published the second edition of theirenrolment 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've been listening to enromantgrowth 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.

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