23 Nov 2016

Facebook Education Summit Recap

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I was recently invited by Facebook to attend their first annual Education Summit, an all day event at Hudson Mercantile in Manhattan.

The theme of event was “Power What’s Possible” with presenters from Facebook ranging from data analysts to creative strategists to education industry specialists. The day ended with “Commencement Speaker” Kim Rust from Rustcraft Digital.


Facebook Commencement Speaker


While the focus was on Education, with the Facebook IQ team sharing their recent research on the impact of mobile on US students seeking higher education, the learnings can be applied well beyond the education silo.

Here are a few of my key takeaways from the day –

Think mobile first

While this isn't new news, this was driven home throughout the day. Mobile has changed the face of marketing and with it consumer expectation.

First some stats on mobile

  • 57% of digital time is spent on mobile devices, with 50% on smart phone mobile apps and 7% websites.1 
  • The average consumer has 25 apps downloaded on their smart phone but 88% in their top 5 apps.2 
  • While individual top 5 apps vary, Facebook or Instagram are popular ones. In fact, 1 out of 5 mobile minutes is spent on a Facebook or Instagram apps.3 

Because mobile has disrupted marketing and shifted consumers expectations, we as marketers can no longer take what we use for desktop and try to make it work for mobile.

To really drive home the importance of mobile they put it to a catchy tune!



Competition is more than just competitors

With the advances in technology, we can now deliver ads with higher degrees of certainty. At Rinck we look to deliver the messaging to the right person, at the right time, in the right place. However, with the fluidity of consumer behavior- the right time for our product may also be the right time for a completely different type of product as well.

We can't just think of competitors as just a brand offering similar products, we need to think of who else is competing for our target audience's’ attention. If an educational institute is delivering messaging to their target audience, they can’t only think of how their competitive set is messaging potential students, they need to think of all other brands whether they are retailers, CPG or a service provider. Additionally, in the social space, the messaging is competing with friends and news. While all of these brands have the right to be there, we need to find a way to be disruptive and make consumers care.

Don't focus on the last click

This was best summed up in a sports analogy. This may be the rare occasion that a sports analogy actually made perfect sense to me in application of my job, so I thought it was worth sharing.

If you were a basketball coach and only put in the team members who had the most slam dunks, you wouldn't have the strongest team. You also need to include the team members with the most assists to have a strong team.

This aligns with Rinck’s approach of dynamic integration. There are multiple touch points needed to build a relationship with a consumer, focusing on the last click before the conversion does not tell the complete story. Without the other touch points, that conversion may not be possible.


Facebook Education Summit


I left the event with my Facebook branded notebook full of stats, best practices and ideas- jazzed and ready to share my learnings with the entire Rinck team and start putting them to practice for our clients.