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April 5, 2022

Social Media Strategies: How to Go Viral Like an Influencer

Social Media Strategies: How to Go Viral Like an Influencer

What do you do when your family has a combined height of nearly 36 feet?

You become social media superstars.

That’s the journey of Rob Clark, Content Creator and Founder of That Tall Family. With over 800 million views and over 900,000 followers since March of 2021, Rob and his family have been taking social media by storm.

In a previous life, however, Rob was a higher ed marketer. That’s why we thought he would be the perfect person to discuss how higher ed institutions can make better use of social media.

We discuss:

- How Rob grew That Tall Family into a social media behemoth

- Why higher ed needs to tap into story and emotions

- On-campus influencers and social media scholarships

- Advice on cadence and content for schools producing social media content

Find That Tall Family on:

- TikTok

- Instagram

- YouTube

- Twitter

Mentioned during the podcast:

- The Authenticity of Peer-to-Peer: Influencer Marketing in Higher Ed w/ Lee Wilhite

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.

Listening on a desktop & can’t see the links? Just search for Higher Ed Marketer in your favorite podcast player.

The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
WEBVTT 1 00:00:02.919 --> 00:00:07.240 You were listening to the Higher Ed Marketer, a podcast geared towards marketing professionals 2 00:00:07.280 --> 00:00:11.960 in higher education. This show will tackle all sorts of questions related to student 3 00:00:12.000 --> 00:00:16.800 recruitment, don'tor relations, marketing trends, new technologies and so much more. 4 00:00:17.079 --> 00:00:21.000 If you are looking for conversation centered around where the industry is going, this 5 00:00:21.039 --> 00:00:30.000 podcast is for you. Let's get into the show. Welcome to the Higher 6 00:00:30.000 --> 00:00:34.640 Reed Marketer podcast. I'm troy singer, along with my cohost and First Bart 7 00:00:34.719 --> 00:00:39.560 Simpson, voiceover artist, Bart Taylor, and the reason we are here today 8 00:00:39.679 --> 00:00:43.920 is to give you information about social media. We have a friend, Rob 9 00:00:44.039 --> 00:00:47.640 Clark, who, if you don't know about him and his tall family, 10 00:00:47.759 --> 00:00:53.159 which they are very popular on Social Media, Rob also has a background in 11 00:00:53.520 --> 00:00:58.399 higher education, so we felt if we could go to him and have him 12 00:00:58.479 --> 00:01:03.239 now give advice back to his brethren in higher education, what advice would that 13 00:01:03.280 --> 00:01:08.480 be about how to be successful on social media, instagram and especially Tick Tock? 14 00:01:08.560 --> 00:01:11.359 Yeah, troy, it's been a it's a great conversation and I met 15 00:01:11.439 --> 00:01:15.920 Rob probably at the beginning of the pandemic. He was he was a director 16 00:01:15.959 --> 00:01:19.840 of admissions at at one of the schools that we serve and got to know 17 00:01:19.920 --> 00:01:23.920 him a little bit through that and then have stayed in touch with him. 18 00:01:23.920 --> 00:01:29.239 And what's been amazing to me as over the last eleven months I've seen him 19 00:01:29.280 --> 00:01:33.040 go from, you know, a dad who's kind of moving on in his 20 00:01:33.120 --> 00:01:38.040 career and wanting to help out his family, especially with with some of the 21 00:01:38.079 --> 00:01:41.840 things that are going on with his son pursuing basketball, to then seeing this 22 00:01:41.879 --> 00:01:47.959 become a really a really big influencer family on social media. Will get into 23 00:01:47.959 --> 00:01:51.719 some of the details, but nearly a million followers combined on several of the 24 00:01:51.719 --> 00:01:55.439 platforms that they're on, coming up on a billion views of their content, 25 00:01:55.480 --> 00:01:57.560 and only eleven months. And he's going to talk a lot about that, 26 00:01:57.599 --> 00:02:01.359 talk about how that applies to hire ed and lessons that he's learned and what 27 00:02:01.400 --> 00:02:06.519 he would recommend and I think also just you know, it's funny because I 28 00:02:06.560 --> 00:02:09.400 mentioned this to my kids, who are, you know, generation Z high 29 00:02:09.400 --> 00:02:14.439 school students. Mentioned that I was going to be talking to somebody with with 30 00:02:14.479 --> 00:02:16.319 that was that tall family, like Oh, yeah, I know who that 31 00:02:16.479 --> 00:02:22.199 is. And and so it's interesting even amongst my kids, they already knew 32 00:02:22.240 --> 00:02:23.800 about this, probably before I did. So it's going to be a good 33 00:02:23.800 --> 00:02:30.479 conversation. We are pleased to welcome Rob Clark, who's the content creator and 34 00:02:30.520 --> 00:02:35.560 founder of that tall family, to the High Ed Marketer podcast. Good afternoon 35 00:02:35.680 --> 00:02:38.960 rob, hey guys, thanks for having me on. It is our pleasure 36 00:02:38.960 --> 00:02:43.879 and what we're going to talk to rob today about is successful social media strategies 37 00:02:43.879 --> 00:02:46.159 and I'll ask him to go into a little bit more detail. But Rob 38 00:02:46.240 --> 00:02:52.240 has the distinction of recently being in Higher Ed Marketing, I believe, and 39 00:02:52.439 --> 00:02:54.759 enrollment, and he can go a little further in that. But with for 40 00:02:54.919 --> 00:03:01.439 the past year he has led that all family and I think in a year 41 00:03:01.560 --> 00:03:07.520 throughout social media they'll be reaching one billion views and we felt this is an 42 00:03:07.520 --> 00:03:14.919 opportunity for someone who understands high read marketing also understand social media to kind of 43 00:03:14.960 --> 00:03:19.319 now reach back and give advice to some of his higher ed brethren. So 44 00:03:19.360 --> 00:03:23.759 if you could give us a little bit of background of your higher at days 45 00:03:23.759 --> 00:03:28.400 and then let us know what's going on for that tall family to kind of 46 00:03:28.439 --> 00:03:31.800 set the stage for a conversation. Yeah, I like to joke around that 47 00:03:31.919 --> 00:03:38.240 I spent a long six months in higher education. So I have been in 48 00:03:38.439 --> 00:03:44.280 education and it out for quite a while, but actually only six months in 49 00:03:44.360 --> 00:03:49.800 higher education as a director of admissions, and it actually was good in a 50 00:03:49.800 --> 00:03:53.840 lot of ways. The actual work was a lot of fun. Enjoyed it. 51 00:03:53.080 --> 00:03:57.280 I do joke, though, because the guy that held the position right 52 00:03:57.319 --> 00:04:01.039 before me only lasted one day. So compared to that guy there, to 53 00:04:01.080 --> 00:04:06.159 that guy like I was there for a long time and so. But eventually 54 00:04:06.240 --> 00:04:10.520 for us we decided it was time to move on, and I'm sure we 55 00:04:10.560 --> 00:04:14.560 can probably get into that a little bit. And nothing against university's at all. 56 00:04:14.599 --> 00:04:16.920 Like I went to university, I met my wife at University, I 57 00:04:16.959 --> 00:04:23.040 plan on sending my kids to university and so but I just realize that there 58 00:04:23.040 --> 00:04:28.759 there is something very special about the way the organization works and from talking to 59 00:04:28.839 --> 00:04:33.240 friends that are in university and a higher education and listening to this podcast, 60 00:04:33.279 --> 00:04:38.720 I do realize that there are sys systems in place and and hopefully, talking 61 00:04:38.759 --> 00:04:42.160 today some of those things that we can maybe even shine a light on that. 62 00:04:42.199 --> 00:04:45.920 I think that if we could just, I'm sure, try and find 63 00:04:45.959 --> 00:04:47.759 the right word, but if we can almost let our guards down a little 64 00:04:47.759 --> 00:04:51.639 bit or maybe even take a small risk, I don't perceive it as a 65 00:04:51.680 --> 00:04:55.480 risk, but I do realize some people would perceive it as a risk. 66 00:04:55.519 --> 00:04:59.600 I think we could be much more successful doing our jobs at higher education. 67 00:04:59.639 --> 00:05:03.600 But yes, six months and then we decided to branch out and take a 68 00:05:03.600 --> 00:05:09.399 shot at the social media thing and you're correct, within the last year we're 69 00:05:09.439 --> 00:05:13.800 approaching one million followers, coming up on a billion views. So it's worked 70 00:05:13.800 --> 00:05:15.680 out very well for US so far. So just a little bit of context 71 00:05:15.759 --> 00:05:18.720 before try we get into the first question. Rob And I met when he 72 00:05:18.800 --> 00:05:24.519 was in that six month position. We the school that he was at was 73 00:05:24.519 --> 00:05:27.759 was kind of a sister school of a lot of other schools that I've worked 74 00:05:27.839 --> 00:05:30.600 with in the same type of background, and so we got to know each 75 00:05:30.639 --> 00:05:34.040 other a little bit through there and and learned a little bit about his journey 76 00:05:34.120 --> 00:05:40.759 and and you know, his his what was driving some of the decisions for 77 00:05:40.759 --> 00:05:44.079 for the moves and things like that. So maybe you can give us a 78 00:05:44.120 --> 00:05:46.759 little bit of a context on your family and you know, you know moving 79 00:05:46.800 --> 00:05:53.040 from Saskatoon to now where you are in Atlanta and where that migration has been 80 00:05:53.279 --> 00:05:56.920 and why? Yeah, so when we are in Canada, there's there's a 81 00:05:56.920 --> 00:06:00.240 several things. Growing up in the Midwest, myself meet being the only Canadian 82 00:06:00.360 --> 00:06:04.920 on campus. After we got married, she drugged me back to Canada and 83 00:06:04.959 --> 00:06:08.759 we were there for twenty years. But we realized we wanted to get back 84 00:06:08.800 --> 00:06:12.879 to the US and it was like right at the beginning of the pandemic and 85 00:06:13.120 --> 00:06:15.879 nobody knew what was going to happen and we just decided to take the risk 86 00:06:15.959 --> 00:06:20.040 and took a role at the college down in Michigan. But there's a few 87 00:06:20.040 --> 00:06:23.800 things that we're looking for. One of the things is my oldest son, 88 00:06:23.800 --> 00:06:28.040 who's a junior in high school currently, wanted to pursue basketball. He is 89 00:06:28.079 --> 00:06:31.279 seven foot one tall, so a little bit unique, and so that obviously 90 00:06:31.279 --> 00:06:35.639 plays well into our social media as well. But we are looking for some 91 00:06:35.680 --> 00:06:41.319 things and unfortunately Michigan at the time that we were there was a bit more 92 00:06:41.360 --> 00:06:46.399 lockdown. Just couldn't pursue the opportunities we're looking for where there were some opportunities 93 00:06:46.439 --> 00:06:48.240 for us here, where we're at currently, and Georgia, and so that 94 00:06:48.319 --> 00:06:53.759 was one of the reasons that we wanted to move further south. And selfishly 95 00:06:53.800 --> 00:06:58.279 as well, after spending twenty years in Canada, I just realize that if 96 00:06:58.319 --> 00:07:00.680 I can get away from winter. I'll want to do that at all cost 97 00:07:01.040 --> 00:07:05.040 rob before we go into the conversation around Higher Red Marketing, if you could 98 00:07:05.120 --> 00:07:09.920 tell us a little bit about that tall family and the success that you've had 99 00:07:10.000 --> 00:07:14.759 as far as platforms and where your follows are, etc. Yeah, for 100 00:07:14.800 --> 00:07:19.199 sure. We wanted just to push into our day to day lives as we 101 00:07:19.240 --> 00:07:25.360 really thought that we had something interesting just being taller than than most people as 102 00:07:25.399 --> 00:07:29.439 a family, including our seven foot one son. And so as we started 103 00:07:29.560 --> 00:07:33.000 leaning in that, we realize that people just found an interesting just everyday things 104 00:07:33.079 --> 00:07:36.720 that, you know, we take for granted that we would just find boring, 105 00:07:36.759 --> 00:07:41.160 people were just found interesting. So as we pushed into tick tock, 106 00:07:41.199 --> 00:07:44.959 that's where we found most of our success early on. That's where we have 107 00:07:45.040 --> 00:07:47.120 most of our followers, most of our views. But then we pushed into 108 00:07:47.120 --> 00:07:53.480 Instagram and then we leveraged into Youtube, and so I think between all three 109 00:07:53.480 --> 00:07:58.439 platforms were just a bit over nine hundred thousand subscribers, followers and yeah, 110 00:07:58.439 --> 00:08:01.240 we have almost a billion views. I think we're like eight hundred fifty million 111 00:08:01.360 --> 00:08:05.720 views currently. And how tall are the rest of your family members? Yeah, 112 00:08:05.800 --> 00:08:11.439 so my wife and my oldest daughter are fairly we always joke that they're 113 00:08:11.480 --> 00:08:13.759 short, being around five nine, five, ten, but my thirteen year 114 00:08:13.759 --> 00:08:18.240 old daughter is six foot and so she'll probably the six, three, six 115 00:08:18.279 --> 00:08:22.879 four. And then I do have a ten year old son that's, you 116 00:08:22.920 --> 00:08:26.240 know, five hundred and one, five two right now, and so he's 117 00:08:26.240 --> 00:08:28.560 the one that we joke about the most, is being a shorty in the 118 00:08:28.560 --> 00:08:31.480 family, but of course he's going to grow. He's, I'll girl, 119 00:08:31.720 --> 00:08:39.159 and you've successfully taken that niche or that compelling aspect about your family and turned 120 00:08:39.240 --> 00:08:43.559 it into a Internet sensation. I know that's an old term, but would 121 00:08:43.600 --> 00:08:48.919 like to know, okay, what you've learned over the past year compared to 122 00:08:48.000 --> 00:08:54.159 your experience as a higher ed marketer. What types of lessons can we now 123 00:08:54.200 --> 00:08:58.039 give back to the community? And I'd like to start out with one of 124 00:08:58.080 --> 00:09:05.000 the things that you've said, that we need to recognize how fast marketing, 125 00:09:05.039 --> 00:09:09.039 and especially social media, changes and listening to the lessons that it gives you 126 00:09:09.279 --> 00:09:13.799 with each post. Yeah, and that's something that's really important that we need 127 00:09:13.840 --> 00:09:18.759 to understand. And Marketing, it's different than it used to be. Now, 128 00:09:18.799 --> 00:09:22.080 of course we still have radio, we still have billboards. We saw 129 00:09:22.240 --> 00:09:26.240 newspaper ADS and and there's a lot of people that are using the same media 130 00:09:26.360 --> 00:09:31.320 that we use fifty years ago, and I'm not even saying that's wrong or 131 00:09:31.399 --> 00:09:35.840 bad, but at the same time we have something new that I feel in 132 00:09:35.879 --> 00:09:39.120 the higher education we're just a little bit behind. For example, when we 133 00:09:39.120 --> 00:09:43.600 were wanting to as an admissions team, create our own tick tock account, 134 00:09:43.639 --> 00:09:48.279 we got some pushback from the universe, who got some pushback from the marketing 135 00:09:48.320 --> 00:09:50.000 department. We had a you know, cross all of our keys and dog 136 00:09:50.080 --> 00:09:54.240 all of our eyes and and we had to have some meetings and and before 137 00:09:54.279 --> 00:09:58.519 that first meeting already have happened, I was like, well, that's okay, 138 00:09:58.559 --> 00:10:01.480 we already created the account. We have some videos that have over a 139 00:10:01.559 --> 00:10:03.960 hundred thousand views already, so we're just going to keep rolling with it. 140 00:10:05.240 --> 00:10:07.000 Yeah, I think that's one thing I've noticed a lot of times too, 141 00:10:07.080 --> 00:10:11.759 is that the fact that, you know, especially in the Higher Ed community, 142 00:10:11.799 --> 00:10:16.440 I think we're very cautious and I you made a comment earlier on when 143 00:10:16.519 --> 00:10:20.840 in your introduction, just about being willing to take a few risks, and 144 00:10:20.080 --> 00:10:26.919 I think it's interesting because, I mean it's it's obviously a risk for anybody 145 00:10:26.000 --> 00:10:28.080 to be up on Tick Tock when, you know, to have a family 146 00:10:28.159 --> 00:10:31.960 up there, to have, you know, all of your children everything else 147 00:10:31.039 --> 00:10:35.679 up there. I mean I know that there's some very popular people that are 148 00:10:35.679 --> 00:10:39.200 on social media that just you know, they use aliases and things like that. 149 00:10:39.480 --> 00:10:43.840 So I think that we have to obviously be prudent and wise, but 150 00:10:43.879 --> 00:10:48.320 at the same time, as you've stated, there's a lot of opportunity there. 151 00:10:48.360 --> 00:10:50.960 And you know, with news coming out earlier this year about tick tock 152 00:10:52.039 --> 00:10:56.399 having surpassed Google as the most visited you know website on the web, ory 153 00:10:56.440 --> 00:11:01.200 most visited you know url on the web, we've got to stop and take 154 00:11:01.200 --> 00:11:03.240 a moment there and say, okay, why is that? And who is 155 00:11:03.279 --> 00:11:07.159 the audience on Tick Tock, which, honestly, it's quite a lot of 156 00:11:07.200 --> 00:11:13.039 our prospective student audience, as well as their parents as well as their grandparents. 157 00:11:13.080 --> 00:11:16.279 Now, and this is where getting back to your point, troy, 158 00:11:16.320 --> 00:11:18.919 is that things are just moving so fast and so at one time, you 159 00:11:18.960 --> 00:11:22.159 know facebook, we were all on it and then parents got on it and 160 00:11:22.200 --> 00:11:26.200 then it wasn't as cool and then now the grandparents dominate facebook. So all 161 00:11:26.240 --> 00:11:30.039 the kids want to get off facebook, but now it's just sped up. 162 00:11:30.080 --> 00:11:33.039 So when Ticktock, for a short amount of time it was kids dancing, 163 00:11:33.080 --> 00:11:37.759 but then it was our parents and already the grandparents. There's some there are 164 00:11:37.840 --> 00:11:41.360 some accounts that are just blowing up with millions of yews that are led by 165 00:11:41.440 --> 00:11:46.039 grandparents, and so we just got to recognize that it's not just silliness anymore, 166 00:11:46.200 --> 00:11:50.559 but it's where everyone's living at and, whether we like it or not, 167 00:11:50.720 --> 00:11:54.159 when we go out on public or any place that we're at, everyone's 168 00:11:54.200 --> 00:11:56.559 on their phones, probably for an average of what six to eight hours a 169 00:11:56.639 --> 00:12:01.679 day. And so if we're trying to get in on a prospective students, 170 00:12:01.759 --> 00:12:05.360 their parents, even their grandparents that may be paying for the college and have 171 00:12:05.440 --> 00:12:09.440 influence on where the students go, it would be smart for us to be 172 00:12:09.519 --> 00:12:13.440 in front of them at places that make sense and it's on their time. 173 00:12:13.480 --> 00:12:16.440 And so this is something that and and I don't have the data, so 174 00:12:16.519 --> 00:12:20.919 this is just a little bit of assumption in my humble opinion. But for 175 00:12:20.000 --> 00:12:24.000 us to go to high schools and Dick Compete with other universities at the same 176 00:12:24.000 --> 00:12:28.360 time and getting students to fill on note cards, that may work, but 177 00:12:28.440 --> 00:12:31.840 when I think about the time that it takes to go to a school, 178 00:12:31.960 --> 00:12:35.799 driving to and from a school, competing with everyone else, I would rather 179 00:12:35.840 --> 00:12:39.960 be as a marketer in front of them more often when they're at home, 180 00:12:39.120 --> 00:12:43.679 laying on their bed, scrolling and and so then it puts me in a 181 00:12:43.679 --> 00:12:48.159 different spot and not competing with everyone. And ultimately, I think we know 182 00:12:48.240 --> 00:12:50.960 that's true when we look at the numbers of people that are buying things because 183 00:12:52.000 --> 00:12:54.519 they saw it on ticktock or they saw it on instagram. It just continues 184 00:12:54.559 --> 00:12:58.919 to rise. So it only makes sense that students are going to start choosing 185 00:12:58.000 --> 00:13:03.759 universities because of content they see online, and I think that that I think 186 00:13:03.759 --> 00:13:07.159 you bring up a couple points and I know that try's going to lead us 187 00:13:07.159 --> 00:13:09.480 in a question here in a second for for entertainment, but I think that 188 00:13:09.519 --> 00:13:13.399 one of the things I want to point out too, is that if we're 189 00:13:13.440 --> 00:13:16.159 going to make the leap, we're going to, you know, quote, 190 00:13:16.279 --> 00:13:22.320 take the risk of getting into some of these social platforms that schools, I 191 00:13:22.320 --> 00:13:24.080 think, are used to being in linked, you know, they're used to 192 00:13:24.159 --> 00:13:26.879 being in facebook. I mean they manage that and they know how to do 193 00:13:26.960 --> 00:13:30.960 that because they're talking to alumni and I think that even to a degree, 194 00:13:31.039 --> 00:13:35.919 some schools are getting into instagram and understanding some of that. But I think 195 00:13:35.960 --> 00:13:37.159 that part of the key, and you can correct me if I'm wrong, 196 00:13:37.240 --> 00:13:41.639 Rob but part of it has to be that it just we're just not putting 197 00:13:41.679 --> 00:13:45.399 out we're just not pushing out information. It's not a it's not another megaphone 198 00:13:45.440 --> 00:13:50.360 for our public relations and marketing messages. It's actually a way for us to 199 00:13:50.360 --> 00:13:54.840 engage better with with with the prospective students and their and their parents. But 200 00:13:54.879 --> 00:13:58.799 I think it also probably plays into the idea of does that make sense then 201 00:13:58.919 --> 00:14:01.559 to also, you know, by channel. You can't just copy and paste 202 00:14:01.600 --> 00:14:05.159 it and do the same thing and you know, and just use a tool 203 00:14:05.200 --> 00:14:09.000 like hoot sweet to just same content goes to every channel. You've realized that 204 00:14:09.000 --> 00:14:13.080 there's different different success on different channels. Tell us about that. Yeah, 205 00:14:13.120 --> 00:14:16.720 and are and even though that tick Tock instagram and Youtube, because what happened 206 00:14:16.759 --> 00:14:20.480 is that tick Tock, like you mentioned, Google, they surpass Google this 207 00:14:20.519 --> 00:14:24.519 year for engagement. What we're seeing is that everyone's trying to be like tick 208 00:14:24.559 --> 00:14:28.840 tock, and so instagram now has reals, youtube now has shorts, and 209 00:14:28.879 --> 00:14:33.399 so it's this idea of short content and just, you know, a minute 210 00:14:33.480 --> 00:14:37.120 or less and sometimes fifteen seconds or less, and so it's how can you 211 00:14:37.120 --> 00:14:41.039 tell a story in a short amount of time? But it is deciding who, 212 00:14:41.080 --> 00:14:43.879 and this could be different for everyone. It is contextual. So for 213 00:14:43.000 --> 00:14:48.679 US tick tock is a little bit of a younger demographic, where on instagram 214 00:14:48.720 --> 00:14:54.919 it's more MOMS. We're on youtube it's more universal. It's and so for 215 00:14:54.039 --> 00:14:58.960 us we know that different content, even though it's all very similar, is 216 00:14:58.000 --> 00:15:03.320 little changes such as how we caption it or ultimately, if it is the 217 00:15:03.360 --> 00:15:05.639 same piece of content, we know this one will do best on ticktock or 218 00:15:05.679 --> 00:15:09.559 I think this one will do best on instagram. And so it's just putting 219 00:15:09.600 --> 00:15:13.320 it all across all platforms, because you know everyone's going to perform different and 220 00:15:13.399 --> 00:15:18.399 so ultimately it's not even creating a bunch of different content, is just realizing 221 00:15:18.399 --> 00:15:24.200 you're going to reach different people on the different platforms. We've established that this 222 00:15:24.240 --> 00:15:26.799 is where the watering hole is and if we want to be in the conversation 223 00:15:28.080 --> 00:15:31.840 with our prospects that we need to reach, this is where they need to 224 00:15:31.840 --> 00:15:35.799 be. Tick Tock or other social media platforms. However, what is the 225 00:15:35.879 --> 00:15:41.559 right mix of content, because I think, as Bard alluded to, higher 226 00:15:41.679 --> 00:15:46.039 education wants to get information out there, but these platforms are built for entertainment 227 00:15:46.039 --> 00:15:50.360 and that's why they're so popular. Can you speak to maybe what the right 228 00:15:50.440 --> 00:15:58.919 messaging or the right mix of entertainment versus content that's informing about the school? 229 00:15:58.120 --> 00:16:03.200 Yeah, I think ultimately, and I and I even don't like using this 230 00:16:03.360 --> 00:16:06.720 word because it can be so vague and as silver used, but it is 231 00:16:06.759 --> 00:16:12.159 about story and so, even though it's it educational or is it informational or 232 00:16:12.240 --> 00:16:15.919 is it entertaining, I think as long as we can tell a story, 233 00:16:17.000 --> 00:16:21.320 even if it's a fifteen second story, then we're going to win. And 234 00:16:21.399 --> 00:16:23.279 so going to these water holes, what we got to be careful not to 235 00:16:23.360 --> 00:16:30.080 do. And unfortunately a lot of corporations, including higher education, is there 236 00:16:30.120 --> 00:16:33.279 trying to create a commercial, they're trying to create an ad, and so 237 00:16:33.440 --> 00:16:37.360 those just don't work because human beings, we don't like to watch commercials, 238 00:16:37.519 --> 00:16:41.240 so we don't like to get postcards in the mail that just have facts on 239 00:16:41.279 --> 00:16:45.799 them. And yet when it comes to marketing our universities, that's what we 240 00:16:45.840 --> 00:16:49.799 do. where it'd be much better for us to think like, okay, 241 00:16:49.840 --> 00:16:55.399 what is the feeling of a student coming to the campus for the first time? 242 00:16:55.720 --> 00:16:59.200 If we can capture that on video, that's going to do very well. 243 00:16:59.240 --> 00:17:03.919 What is the vibe of a student eating in the Dining Commons? Is 244 00:17:03.960 --> 00:17:07.440 it busy? Is it loud? Is there a place that's a little bit 245 00:17:07.480 --> 00:17:10.519 more fun as this world the jocks hanging out like? If you can start 246 00:17:10.519 --> 00:17:15.599 telling those stories that we as human beings like to to consume, then you're 247 00:17:15.640 --> 00:17:18.480 going to win. But if you just want to put out facts, if 248 00:17:18.480 --> 00:17:22.240 you just want to put out statements about who we are or what we do, 249 00:17:22.480 --> 00:17:25.240 is probably going to fall flat, whereas if we can just tell a 250 00:17:25.279 --> 00:17:29.880 story and if we can leave somebody with a feeling, whether it's it's happiness 251 00:17:29.960 --> 00:17:33.359 or, you know, emotional and all those things. You know, think 252 00:17:33.400 --> 00:17:36.920 about this story of a parent dropping a student off and, you know, 253 00:17:37.000 --> 00:17:41.240 hugging them as they leave and the kids excited. If you can capture that 254 00:17:41.279 --> 00:17:44.319 in a tick tock and and you can, you could capture that in fifteen 255 00:17:44.359 --> 00:17:48.480 seconds, that's going to go a long ways and possibly get millions of views, 256 00:17:48.480 --> 00:17:52.119 whereas if you just have a static picture, you know, like photo 257 00:17:52.160 --> 00:17:56.160 shopped and perfectly diverse. We're just not even going to we're not even to 258 00:17:56.160 --> 00:17:59.480 recognize that. It's not going to stick in our brain and we're going to 259 00:17:59.519 --> 00:18:02.400 move on. And I think that you're even finding that, if I recall 260 00:18:02.480 --> 00:18:06.680 from our earlier conversations, rob is, that you know you're you know, 261 00:18:06.759 --> 00:18:12.240 obviously your family is becoming recognizable on these platforms. You a lot of a 262 00:18:12.279 --> 00:18:17.200 lot of places are seeing you as what sometimes it's called influencers, and so 263 00:18:17.319 --> 00:18:21.599 you know, I'm you've got brands that are approaching you to to partner with 264 00:18:21.680 --> 00:18:25.279 you, and I think that you made a comment that and it kind of 265 00:18:25.279 --> 00:18:30.079 goes along with what you just said. The most successful of those partnerships have 266 00:18:30.119 --> 00:18:33.799 been where, you know, the brand takes the back seat to the story, 267 00:18:33.839 --> 00:18:37.039 as opposed to you asking you to do something with the brand that makes 268 00:18:37.079 --> 00:18:41.319 it feel more like a commercial. Tell us about that. Yeah, that's 269 00:18:41.359 --> 00:18:45.279 exactly right. So sometimes big corporations, and we've been very fortunate to be 270 00:18:45.319 --> 00:18:51.799 able to do some ticktock videos, and they pay us, in my opinion, 271 00:18:51.880 --> 00:18:56.400 a ridiculous amount of money and just to perform a fifteen second video. 272 00:18:56.440 --> 00:19:00.599 But there's been times where corporation says we need you to say this, or 273 00:19:00.279 --> 00:19:04.160 it's a long list of things that we need to say and it's very hard 274 00:19:04.240 --> 00:19:08.559 to put that into fifty second video and they don't perform very well because it 275 00:19:08.599 --> 00:19:12.519 is an ad, whereas there's other times where they're like hey, just do 276 00:19:12.559 --> 00:19:15.680 what you do, here's you know, as long as you show our product 277 00:19:15.720 --> 00:19:19.720 at some point, and those do very well because we can do it and 278 00:19:19.759 --> 00:19:25.839 it fits very well in with what we do daily on our social media accounts. 279 00:19:25.880 --> 00:19:29.279 And so ultimately, I think, if I'm thinking through the Lens of 280 00:19:29.319 --> 00:19:33.559 a Higergyan as well, we've all seen, you know, the beautiful brochures 281 00:19:33.599 --> 00:19:37.839 that they put out. We've seen the beautiful videos that take months to plan 282 00:19:37.880 --> 00:19:41.720 into perfect lighting, perfect sound, and ultimately, a lot of times they 283 00:19:41.720 --> 00:19:45.799 fall flat or, even worse, we don't know how they fall because we 284 00:19:45.799 --> 00:19:48.559 send them out, we have no DABT on it, whereas if we can 285 00:19:48.599 --> 00:19:52.640 just continually put out content, fifteen seconds, thirty seconds at a time and 286 00:19:52.680 --> 00:19:56.400 sometimes they fall flat, but it's fine because we spent literally minutes on it. 287 00:19:56.440 --> 00:20:00.599 And then sometimes you're going to something's going to connect and then you never 288 00:20:00.640 --> 00:20:03.079 know where it's going to go. And so for us that's the same thing 289 00:20:03.119 --> 00:20:07.720 when we work with brands. Sometimes the videos for us now and again I'm 290 00:20:07.759 --> 00:20:11.240 just thankful where we're at. Sometimes if a video main only get a hundred 291 00:20:11.279 --> 00:20:15.400 thousand views, and for us you know that that's falling flat. But there's 292 00:20:15.400 --> 00:20:19.599 sometimes we produce something that literally takes a minute and gets viewed hundreds of millions 293 00:20:19.599 --> 00:20:26.599 of times. So taking that a step farther, thinking that the university is 294 00:20:26.640 --> 00:20:32.759 the corporation, and then then leaning on their influencers or brand ambassadors, which 295 00:20:32.799 --> 00:20:36.799 are the students, because in that same conversation I think you mentioned a lot 296 00:20:36.839 --> 00:20:41.920 of the best influencers they will be able to find on their campus and if 297 00:20:41.960 --> 00:20:47.480 they go into a partnership with them, letting them go or letting them be 298 00:20:47.599 --> 00:20:52.839 themselves and not trying to steer too much what they put out. Yeah, 299 00:20:53.000 --> 00:20:56.960 I'll get very practically here for a second. If, if I was a 300 00:20:56.960 --> 00:21:00.680 marketer at a university, I would go into Instagram, because most students have 301 00:21:00.759 --> 00:21:03.559 instagram and tick tock as well, but instagram super easy to do this. 302 00:21:04.079 --> 00:21:08.519 Go into Instagram, click on search and you can slurt search by location. 303 00:21:08.680 --> 00:21:14.200 You can actually click your location your university and it's going to pull up everyone 304 00:21:14.240 --> 00:21:18.240 that's posted and then actually tagged you as a university, and then you can 305 00:21:18.279 --> 00:21:21.920 then filter by the most popular. So you're going to see some students on 306 00:21:21.960 --> 00:21:26.480 there that may have posted and it's gotten five views and they have ten followers, 307 00:21:26.480 --> 00:21:27.559 you know, which is fine, which is great. But then you're 308 00:21:27.559 --> 00:21:33.799 going to run across someone that has twentyzero followers and this video that they produced 309 00:21:33.880 --> 00:21:37.279 is getting maybe thousands or if not hundreds of thousands of yews. Then that's 310 00:21:37.319 --> 00:21:41.519 the person you want to go reach out to and say, we would love 311 00:21:41.599 --> 00:21:45.720 for you to create content for our platform. Now what I think the biggest 312 00:21:45.759 --> 00:21:48.960 problem is is that they're going to start thinking like, we need you to 313 00:21:48.960 --> 00:21:52.480 talk about this, we need to talk about this, you know this program 314 00:21:52.519 --> 00:21:55.960 you need to say these things. Do not say these things. We're ultimately, 315 00:21:56.200 --> 00:21:59.839 if you want to be successful, it's literally turning it over to them 316 00:21:59.839 --> 00:22:03.400 and just make it allow them to be as creative as they want to be. 317 00:22:03.480 --> 00:22:06.119 Then I think you're going to go a long ways. Here's something. 318 00:22:06.119 --> 00:22:10.400 One last thing on that point. My thirteen year old daughter is doing very 319 00:22:10.440 --> 00:22:15.599 well on her own personal account. She just really understands the platform. I 320 00:22:15.640 --> 00:22:18.599 think she has sixteen thousand followers on her instagram account now and just just doing 321 00:22:18.640 --> 00:22:22.359 it on her own. And as we start pushing her through, you know 322 00:22:22.400 --> 00:22:26.200 that tall family, it's going to grow, without a doubt, in five 323 00:22:26.279 --> 00:22:30.279 years from now. And she's looking at colleges. I'm positive that he's going 324 00:22:30.279 --> 00:22:33.680 to have offers for social media scholarships. I think if there is brave colleges 325 00:22:33.839 --> 00:22:38.400 right now, they would be looking for those influencers of a million or two 326 00:22:38.400 --> 00:22:41.480 million or even a half a million and seeing what they could do to get 327 00:22:41.559 --> 00:22:45.599 scholarships to get them to come to their schools, because I think we're going 328 00:22:45.599 --> 00:22:48.279 to get to a place where, you know, growing up I wanted to 329 00:22:48.319 --> 00:22:51.599 be a basketball player, but you ask any kids growing up now, they 330 00:22:51.640 --> 00:22:55.799 want to be a social media influencer. So to actually search out these kids 331 00:22:55.799 --> 00:22:59.559 and give them a scholarship to do what they want to do and eventually become, 332 00:23:00.039 --> 00:23:03.880 I think that could be a huge win and, depending on the size 333 00:23:03.880 --> 00:23:07.480 of school, potentially could be more influential than a star athlete. So, 334 00:23:07.519 --> 00:23:11.880 as I hear you talk about this, it's letting them go with a few 335 00:23:11.880 --> 00:23:17.279 parameters but not trying to tell them what to say, but let them lead 336 00:23:17.319 --> 00:23:21.759 the way and being that ambassador for the school, and that's much more well 337 00:23:21.839 --> 00:23:26.960 received than when they're trying to be steered exactly exactly. If you let them 338 00:23:26.960 --> 00:23:32.000 do their thing and be creative, you're going to get a lot more mileage 339 00:23:32.000 --> 00:23:34.079 out of the content they create and they're going to be more willing to do 340 00:23:34.119 --> 00:23:37.519 it more often they're going to enjoy it, so it's going to be a 341 00:23:37.519 --> 00:23:40.319 win win. Yeah, this reminds me a little bit of the conversation that 342 00:23:40.319 --> 00:23:44.160 we had with little Lee will hide from Biola a few few episodes ago, 343 00:23:44.200 --> 00:23:48.400 where, you know, I had run across a presentation that some of his 344 00:23:48.440 --> 00:23:52.039 team gave it a CCCU conference a few years ago and they were talking about 345 00:23:52.039 --> 00:23:56.559 how they were, you know, letting you know they had a very intentional 346 00:23:56.880 --> 00:24:02.240 on campus influencer program. They did a exactly what you said were let's identify 347 00:24:02.319 --> 00:24:03.920 some of the influencers that we have on campus. I think they had a 348 00:24:03.920 --> 00:24:10.000 couple students who had, you know, Tenzero, Twentyzero followers. They actually 349 00:24:10.000 --> 00:24:14.160 turn them into, I he was calling them brand ambassadors and gave them some 350 00:24:14.240 --> 00:24:17.480 perks to be able to, you know, tell the story about by all 351 00:24:17.519 --> 00:24:19.799 a little bit more and things like that. I really like your idea, 352 00:24:19.799 --> 00:24:22.920 though, of not only doing that, but then taking it a step further 353 00:24:22.920 --> 00:24:26.240 with the idea of scholarships and other things, because you're right. I mean, 354 00:24:26.279 --> 00:24:30.200 you know, we could scholarship of student who has that following, much 355 00:24:30.240 --> 00:24:34.200 like we do with athletes, much like we we would do with rewarding academics 356 00:24:34.200 --> 00:24:37.400 and other things, because, at the end of the day, having those 357 00:24:37.440 --> 00:24:41.839 types of students on our campus and being a part of our community, especially 358 00:24:41.880 --> 00:24:45.440 if their mission fit and fit and all the other ways, it becomes a 359 00:24:45.440 --> 00:24:48.599 win win for everybody, and so I think that's a really creative way to 360 00:24:48.599 --> 00:24:52.279 look at it. Rob As we're thinking about what universities can put out from 361 00:24:52.319 --> 00:24:56.640 their accounts, what advice would you give them as far as the frequency, 362 00:24:56.680 --> 00:25:02.240 your cadence and if they're going to do any types of post, what type 363 00:25:02.240 --> 00:25:04.960 of posts would you recommend for them to do? Yeah, as much as 364 00:25:04.960 --> 00:25:11.160 possible and it start as soon as possible. And so this is just a 365 00:25:11.160 --> 00:25:15.720 little bit of what I've experienced over the past year and from what I know 366 00:25:15.759 --> 00:25:18.920 other expert experts would say. I definitely would not consider myself an expert but 367 00:25:19.119 --> 00:25:25.920 short content, video and so this idea of quantity over quality. Now that 368 00:25:25.960 --> 00:25:29.799 doesn't mean that you just don't do quality at all, but when we think 369 00:25:29.839 --> 00:25:33.920 of quality, we think of the marketing department having scripts, we think about 370 00:25:33.920 --> 00:25:36.920 getting, you know, the right students, we think about the right lighting, 371 00:25:37.039 --> 00:25:41.079 the right sound, whereas the quality could be literally, okay, make 372 00:25:41.119 --> 00:25:45.279 sure the sun's not playing in your face, grab your iphone and then just 373 00:25:45.359 --> 00:25:51.000 go with that. And by doing that you can create ten pieces of content 374 00:25:51.200 --> 00:25:56.079 or even more, for one really thought out, well rehearsed piece of high 375 00:25:56.200 --> 00:25:59.559 quality content. And so is it? I think it's very similar to the 376 00:25:59.599 --> 00:26:03.519 stock market. Like anyone, and I this is definitely not financial device, 377 00:26:03.559 --> 00:26:07.240 this is not my lane, but I think people talk about diversifying, you 378 00:26:07.279 --> 00:26:10.279 know, don't put all of your eggs in one basket, and so I 379 00:26:10.319 --> 00:26:12.720 think there's some wisdom for that, and I think that applies to social media 380 00:26:12.720 --> 00:26:15.640 as well. Instead of trying to do one piece of content that we're going 381 00:26:15.680 --> 00:26:18.839 to spend all this time, money and effort into, you could do the 382 00:26:18.839 --> 00:26:22.440 same amount of two thousand and fifty or even a hundred pieces of content for 383 00:26:22.480 --> 00:26:26.960 the same time, money and energy, and by diversifying. You you never 384 00:26:27.000 --> 00:26:30.720 know what's going to pop off, and so we always have that joke of 385 00:26:30.759 --> 00:26:34.200 like any time that I say this video is going to kill, it never 386 00:26:34.319 --> 00:26:37.839 kills. And every time, like this video, it we we got to 387 00:26:37.839 --> 00:26:41.319 post something, let's just post it, and then all of a sudden it 388 00:26:41.359 --> 00:26:44.839 goes for five million. So at the end of the day, you don't 389 00:26:44.960 --> 00:26:48.400 know who's going to come across your content and you never know why it's going 390 00:26:48.440 --> 00:26:52.200 to resonate with people. So the ideas you want to put out as much 391 00:26:52.200 --> 00:26:56.000 as you can, as often as you can and try to hit as many 392 00:26:56.000 --> 00:26:59.960 people as you can, because the world that we live in, it only 393 00:27:00.039 --> 00:27:03.920 takes one piece of content. My story is that, you know, someone 394 00:27:03.960 --> 00:27:07.960 saw one piece of content that led to a big life decision. That someone 395 00:27:07.000 --> 00:27:11.480 saw that piece of content and and it's been a domino effect for us now 396 00:27:11.519 --> 00:27:15.039 to where, you know, now we have so much content out there. 397 00:27:15.279 --> 00:27:18.519 It's amazing how people are connecting and they'll say this is a piece of content 398 00:27:18.559 --> 00:27:22.720 that I saw or this was what led me to to your account, and 399 00:27:22.039 --> 00:27:26.279 now it's leading to opportunities for us as a family, and I think the 400 00:27:26.359 --> 00:27:30.640 university is the same way. Because maybe it's the grand mall that sees the 401 00:27:30.680 --> 00:27:33.519 piece of content that falls in love with the school, who then talks to 402 00:27:33.960 --> 00:27:38.319 her her her grandchild that's a sophomore in high school, and says, actually, 403 00:27:38.359 --> 00:27:41.200 there's something about this school. If you want to go there, I 404 00:27:41.240 --> 00:27:45.960 will pay for it. Stories like that will start to happen and so the 405 00:27:45.000 --> 00:27:49.920 idea again quantity over quality. But of course quality is subjective. So I 406 00:27:49.960 --> 00:27:52.559 think you can do both, but quantity for sure, and I think I 407 00:27:52.559 --> 00:27:56.759 want to point out to that because we talked briefly on the pre interview about 408 00:27:56.759 --> 00:28:02.279 this. Is that I mean your your your content studio. Is Your iphone 409 00:28:02.279 --> 00:28:06.559 correct? That's correct. So I'm often telling people, because so many times 410 00:28:06.559 --> 00:28:08.799 I've heard people over the course, especially a few years ago, I was 411 00:28:08.839 --> 00:28:11.400 talking to people about let's make sure you start doing video, because I mean 412 00:28:11.480 --> 00:28:15.240 video was just starting to take off. Broad banded kind of come on. 413 00:28:15.559 --> 00:28:18.079 It's like, oh well, I really can't afford video, and I'm like, 414 00:28:18.079 --> 00:28:21.920 you know, what's sitting in your pocket is more quality than a broadcast 415 00:28:21.960 --> 00:28:26.119 studio could have provided ten years ago. And there's no excuse. I mean 416 00:28:26.160 --> 00:28:30.680 everybody has access to the accounts, everybody has access to the the equipment that 417 00:28:30.720 --> 00:28:34.519 it takes to do the accounts. It just takes that storytelling in the commitment 418 00:28:34.559 --> 00:28:37.759 to doing it. That's what I'm hearing you say, ROB is that correct? 419 00:28:37.799 --> 00:28:41.519 That's correct and full disclosure, there are, I've been a few times 420 00:28:41.519 --> 00:28:47.079 when I have used a ring light that we got on Amazon for nineteen dollars, 421 00:28:47.079 --> 00:28:49.799 and so if it is dark in the house because we're filming at night, 422 00:28:49.799 --> 00:28:52.440 I will pull out the ring light and my kids always make fun of 423 00:28:52.480 --> 00:28:56.200 me for getting the ring light out, but the ring light for nineteen dollars 424 00:28:56.200 --> 00:29:00.720 and our iphones have been the only equipment that we used, which, as 425 00:29:00.720 --> 00:29:04.880 like we've mentioned already, led to almost a billion views. So I think 426 00:29:06.039 --> 00:29:10.400 if a university wants to make an investment, they have all the equipment they 427 00:29:10.440 --> 00:29:14.240 already need. Now, eventually, as a continue to go. I'm not 428 00:29:14.319 --> 00:29:18.279 against the high quality, well rehearse, you know, videos that you put 429 00:29:18.319 --> 00:29:22.720 out, but I think if you're looking for starting today, just pull out 430 00:29:22.720 --> 00:29:26.680 an iphone. And we all even saw this. You know, our admissions 431 00:29:26.759 --> 00:29:30.319 team was when we first got started with Tick Tock. It wasn't even a 432 00:29:30.359 --> 00:29:33.839 great video. It was a cloudy day. We were writing on the back 433 00:29:33.880 --> 00:29:37.839 of a golf card just because we had one out and we produced this video 434 00:29:37.880 --> 00:29:42.279 that led to over a hundred forty thousand views and the audio wasn't even that 435 00:29:42.359 --> 00:29:48.400 great and to this day that's the biggest piece of content organic that that the 436 00:29:48.440 --> 00:29:52.279 college has produced. Now there's one piece of content that they actually paid to 437 00:29:52.359 --> 00:29:56.519 have people watch, but it didn't get any engagement. So just for an 438 00:29:56.519 --> 00:30:00.319 example, and not anything negative against as I think it's fine, but there's 439 00:30:00.359 --> 00:30:06.000 a piece of youtube content that they created. Very well done. The lighting 440 00:30:06.079 --> 00:30:10.920 a really nice camera, the sound is perfect. I mean it looks just 441 00:30:11.000 --> 00:30:12.839 like a super bowl commercial except, you know, it's not funny, it's 442 00:30:12.880 --> 00:30:18.000 serious. Having said that, it's got about five hundred thousand views on youtube 443 00:30:18.000 --> 00:30:21.880 because they paid for people to get it, to get in front of people. 444 00:30:21.960 --> 00:30:27.119 That video has three likes, zero comments. Three likes, zero comments. 445 00:30:27.119 --> 00:30:32.279 Where is that piece of organic tick Tock that we that we produced maybe 446 00:30:32.319 --> 00:30:34.559 start to finish, two to three minutes we put it up on ticktock. 447 00:30:34.880 --> 00:30:40.400 Like I said, a hundred forty thousand views. Eventually has four hundred comments. 448 00:30:40.480 --> 00:30:45.240 It has seventeen thousand likes. So that's a piece of organic content and 449 00:30:45.359 --> 00:30:48.000 it is just rolling. And so I think if you look at the numbers, 450 00:30:48.039 --> 00:30:52.079 without a doubt, it's like just take what you have, get as 451 00:30:52.079 --> 00:30:55.680 started as soon as you can, post as much as you can, and 452 00:30:55.720 --> 00:30:57.559 then and then see where it goes from there. And then eventually you're going 453 00:30:57.559 --> 00:31:02.119 to you're going to produce a piece of content that, for whatever reason, 454 00:31:02.240 --> 00:31:04.880 you're going to kind of surprised about, like Oh, we didn't realize that 455 00:31:04.960 --> 00:31:08.960 people, students, are resonating with this about our college. Once you have 456 00:31:10.039 --> 00:31:14.039 that information, then you could put the money into it to actually produce even 457 00:31:14.079 --> 00:31:18.000 a better video, if you want to push into that. So it actually 458 00:31:18.039 --> 00:31:21.799 gives you some data research in it, as well as the brand awareness. 459 00:31:21.880 --> 00:31:23.599 Yeah, I like that idea there too, because, I mean, again, 460 00:31:23.680 --> 00:31:27.799 I'm trying to make sure everybody understands that you do not have to invest 461 00:31:27.880 --> 00:31:30.680 to get into this. There's there's no entry fees to this. You've already 462 00:31:30.720 --> 00:31:33.440 have what you need. But I mean I'm sure that some people would, 463 00:31:33.519 --> 00:31:37.000 you know, look at it like a Mr Beast. I mean, he's 464 00:31:37.039 --> 00:31:41.599 taking a lot of profits and pouring that into content to make a different kind 465 00:31:41.640 --> 00:31:45.039 of content. And so you know, yes, if that's where you want 466 00:31:45.039 --> 00:31:48.960 to eventually go. Certainly there's ways to get there and do that, but 467 00:31:48.039 --> 00:31:52.680 we're talking about on this one right here, is how do you create authentic, 468 00:31:52.920 --> 00:31:57.440 organic content that can really resonate with your audience exactly. Rob You had 469 00:31:57.480 --> 00:32:05.559 mentioned a thought about letting comments lead where you go with your content next, 470 00:32:05.599 --> 00:32:10.519 and use an example of maybe a college in Minnesota that didn't put up sidewalks 471 00:32:10.559 --> 00:32:15.279 at the very beginning, which I thought brought this that painted the picture. 472 00:32:15.279 --> 00:32:17.880 Well. Could you explain that to our audience? Yeah, I think it's 473 00:32:17.920 --> 00:32:21.440 somewhere up worth and so, I mean, it does really matter, but 474 00:32:21.480 --> 00:32:24.160 it's a genius idea. Is that what they did when they built some new 475 00:32:24.160 --> 00:32:29.000 buildings? Instead of putting sidewalks in where they thought they should go, they 476 00:32:29.039 --> 00:32:32.519 waited a full year and what they found is as students made their own paths 477 00:32:32.559 --> 00:32:37.440 and then eventually, when they figured out where the pass were, where the 478 00:32:37.440 --> 00:32:39.920 students were going, then they put the sidewalks in. And I think that 479 00:32:39.960 --> 00:32:44.559 makes a lot of sense, and especially when it comes to social media, 480 00:32:44.599 --> 00:32:49.480 because we are inside the bottle and so we have a perspective, but we're 481 00:32:49.480 --> 00:32:52.839 trying to reach people that are outside the bottle, that have a totally different 482 00:32:52.880 --> 00:32:55.920 perspective. And so I know this may be a controversial opinion and I'm not 483 00:32:55.920 --> 00:33:00.799 trying to be negative on anyone, but a lot of times our marketing departments 484 00:33:00.799 --> 00:33:06.039 in higher education as ran by people that don't post anything on Instagram, ran 485 00:33:06.119 --> 00:33:08.599 by people that don't have a tick tock account, and so it just it's 486 00:33:08.640 --> 00:33:13.440 a different view, in a different perspective that they're coming at where I think 487 00:33:13.480 --> 00:33:16.839 we need to try to be empathetic and trying to figure out what are people 488 00:33:16.960 --> 00:33:21.839 looking for, what are the questions that they're asking? And often we're answering 489 00:33:21.880 --> 00:33:25.519 the questions that nobody wants the answers to. They're not ask asking those questions, 490 00:33:25.519 --> 00:33:29.880 but yet we give them those answers. And Social Media What I love 491 00:33:29.880 --> 00:33:34.480 about it most, and and I'm not against billboards on that, against radio 492 00:33:34.559 --> 00:33:37.960 ads, I'm not even against newspapers, but that's all one way. There's 493 00:33:37.000 --> 00:33:43.599 no conversation, it's just one way communication, whereas with social media we could 494 00:33:43.640 --> 00:33:46.880 figure out what people love about our college and maybe even more important, we 495 00:33:46.880 --> 00:33:51.720 could figure out the negatives that they view about our college. And this is 496 00:33:51.759 --> 00:33:55.079 the part that I know that sometimes college is get very nervous about is that 497 00:33:55.119 --> 00:34:00.319 they don't they feel like if people are saying negative things about US online, 498 00:34:00.359 --> 00:34:05.039 that's actually going to hurt us, which I I disagree with. It's because 499 00:34:05.079 --> 00:34:08.159 we're going to get more positives than we will get negatives, and sometimes we 500 00:34:08.199 --> 00:34:14.079 need that truth from an outside perspective of white do people feel like we're overpriced? 501 00:34:14.239 --> 00:34:17.599 Do they think our programs are weak in these areas or I do? 502 00:34:17.760 --> 00:34:22.000 There could be a million different things, but unless we actually put ourselves out 503 00:34:22.000 --> 00:34:24.920 there, we don't know why people are saying no to our universities. And 504 00:34:25.239 --> 00:34:28.960 I know that simply putting, you know, stuff out in the mail, 505 00:34:29.000 --> 00:34:31.400 we're not going to hear that conversation. And so, ultimately, I think 506 00:34:31.440 --> 00:34:36.400 that's one of the the hidden values in social media, is that we can 507 00:34:36.519 --> 00:34:38.760 be social for the good and the bad. Thank you, Robin. As 508 00:34:38.760 --> 00:34:43.920 we start to wind up our conversation, like to ask this final question, 509 00:34:44.079 --> 00:34:47.760 and if the answer is no, that's okay, but are there any bits 510 00:34:47.760 --> 00:34:52.320 of advice or things that we didn't cover that you think that would be impactful, 511 00:34:52.360 --> 00:34:55.360 that you would like to leave with us before we go? By no 512 00:34:55.440 --> 00:35:00.960 means am I saying that I'm an expert but from my short time and higher 513 00:35:00.079 --> 00:35:06.079 education, is that we got to figure out a way that we can take 514 00:35:06.079 --> 00:35:10.400 ourselves less serious, we got to figure out a way that we can break 515 00:35:10.440 --> 00:35:14.960 down some of the silos, and that's something that I never knew about till 516 00:35:14.960 --> 00:35:17.000 I got higher education. That was even a word that I've ever used, 517 00:35:17.480 --> 00:35:21.440 but as soon as I got in higher education that word was thrown around a 518 00:35:21.440 --> 00:35:24.960 lot now and I get it. There are reasons why silos exist and probably 519 00:35:25.000 --> 00:35:30.559 some of them are needed and some of them might be good, but ultimately, 520 00:35:30.719 --> 00:35:35.239 if we want to promote our schools, then we got to figure out 521 00:35:35.239 --> 00:35:38.599 a way that we can move much faster, take ourselves a little less serious 522 00:35:38.679 --> 00:35:43.360 and ultimately break down some of these silos, because until we do that, 523 00:35:43.559 --> 00:35:45.840 then we're just going to continually to market the way that we've always market. 524 00:35:45.880 --> 00:35:50.840 And from what I've read and what I've heard is that it's getting harder and 525 00:35:50.960 --> 00:35:55.920 harder as less students are coming into college or there's just less students in America 526 00:35:55.960 --> 00:36:00.960 as a whole, depending on the region that you're in. So all those 527 00:36:00.000 --> 00:36:04.519 things, it's going to get a lot more competitive, and so it feels 528 00:36:04.559 --> 00:36:08.599 like in some ways it's it's where the taxi cabs and Uber's about to come 529 00:36:08.639 --> 00:36:13.880 in. We're blockbuster and Netflix is about to come in. And so I 530 00:36:14.039 --> 00:36:16.519 ultimately, and I would say this to any colleges, I think it's a 531 00:36:16.599 --> 00:36:20.719 college is well, there's probably gonna be two big winners, the ones that 532 00:36:20.760 --> 00:36:24.119 are so big they can't fail, that have the brand recognition that everyone knows 533 00:36:24.159 --> 00:36:27.840 about, that people are going to go there because of the name. But 534 00:36:28.000 --> 00:36:31.079 for the majority of colleges that's probably not the case. And the ones, 535 00:36:31.119 --> 00:36:35.440 I think that are going to thrive in this new environment are the ones that 536 00:36:35.440 --> 00:36:39.079 could be much faster, that are able to take risk when when, ultimately, 537 00:36:39.119 --> 00:36:42.639 even saying take risk, I don't even think that's the right way of 538 00:36:42.639 --> 00:36:46.480 putting it, because if blockbuster started to mail out their DVD's, that would 539 00:36:46.480 --> 00:36:50.000 have seemed risky at the time, but looking back, that would have been 540 00:36:50.039 --> 00:36:52.840 the best thing that you could have done eventually when they started putting stuff online 541 00:36:52.880 --> 00:36:57.800 like Netflix did. And of course blockbuster doesn't exist anymore. And so all 542 00:36:57.840 --> 00:37:01.239 that to say is I think universities, we have to hold on Church addition 543 00:37:01.519 --> 00:37:06.800 and and education that we know works, but at the same time we have 544 00:37:06.840 --> 00:37:09.840 to realize that two thousand and twenty two and going forward is going to be 545 00:37:09.840 --> 00:37:14.760 different and therefore we have to be different and how we mark it. And 546 00:37:14.800 --> 00:37:17.159 so if we don't, I think we're going to see some colleges that will 547 00:37:17.199 --> 00:37:22.440 just continue to struggle because they're not willing to adapt. Perfect Rob I think 548 00:37:22.440 --> 00:37:25.280 you just dropped the mic there. Thank you so much. Before we let 549 00:37:25.280 --> 00:37:29.960 you go, tell us what's next for that tall family? Yeah, that's 550 00:37:30.159 --> 00:37:35.360 that's a really good question, because I don't know the answer. So in 551 00:37:35.440 --> 00:37:37.679 a good way, we're going to continue to produce content like we've been doing 552 00:37:37.719 --> 00:37:42.840 for the last eleven months. There have been some new opportunities with some bigger 553 00:37:42.920 --> 00:37:47.639 brands. There actually has been some talk with some different TV networks, which 554 00:37:47.760 --> 00:37:52.360 to me, like is just crazy. So for the next few months we're 555 00:37:52.360 --> 00:37:55.440 going to keep doing what we're doing and just trust the process. But ultimately 556 00:37:55.599 --> 00:37:58.880 it's going to be the same thing all the you know, kind of the 557 00:37:59.119 --> 00:38:01.880 sermon that I just preach. Be Willing to adapt and be willing to change, 558 00:38:01.920 --> 00:38:05.199 and so I don't know what that's going to look like for us yet, 559 00:38:05.280 --> 00:38:08.280 but we're just hoping to be able to take our own medicine. So 560 00:38:08.320 --> 00:38:14.199 how's the best way to find either that tall family or if you've said something 561 00:38:14.239 --> 00:38:19.239 that resonated with a marketer, how could they contact you to continue the conversation? 562 00:38:19.639 --> 00:38:22.119 Yeah, I mean if you just search that tall family, anything that 563 00:38:22.159 --> 00:38:25.480 pulls up it's going to be us. So you can click on that, 564 00:38:25.480 --> 00:38:30.440 that tall familycom. It's a very basic site that has all of our social 565 00:38:30.480 --> 00:38:34.159 media. has a little button to email us. That would be the easiest 566 00:38:34.159 --> 00:38:37.880 way. But Yeah, Rob Clark on Linkedin and I'm sure you're going to 567 00:38:37.880 --> 00:38:39.440 put it all on the show notes, so that would probably the easiest way. 568 00:38:39.440 --> 00:38:43.280 Just scroll down on the show notes and hit one of those links. 569 00:38:43.360 --> 00:38:49.159 Very good. Thank you so much for this robust conversation around social media marketing. 570 00:38:49.199 --> 00:38:52.239 Of course, thanks for having me on. Guys Bart, any final 571 00:38:52.280 --> 00:38:53.480 words from you, my friend? Yeah, I just wanted to kind of 572 00:38:53.480 --> 00:38:57.480 summarize a few things that rob said that I think are really important and I 573 00:38:57.480 --> 00:39:00.480 think he kind of summarized it there at the end. We also talked about 574 00:39:00.480 --> 00:39:05.079 at the beginning is this idea of really trying to lean into being nimble and 575 00:39:05.119 --> 00:39:08.159 being, you know, being able to move faster, being able to have 576 00:39:08.199 --> 00:39:13.800 a little bit more tolerance for you know, trying something new. I think 577 00:39:13.840 --> 00:39:16.039 that's something that all of us and hired marketing could really lean into, is 578 00:39:16.079 --> 00:39:20.679 just how can we be more agile and what we do as a team as 579 00:39:20.679 --> 00:39:23.239 we do as individuals, and how can we lead our universities and doing that? 580 00:39:23.360 --> 00:39:25.880 I also thought it was very, really good to be able to just 581 00:39:27.000 --> 00:39:30.360 kind of understand this idea of authenticity. So much of what robs talked about 582 00:39:30.159 --> 00:39:35.519 and if you look at any of the organic content that they've produced, it's 583 00:39:35.519 --> 00:39:38.079 all about an authentic family. It's all about authenticity. You know, it's 584 00:39:38.320 --> 00:39:42.880 quantity, it's, you know, they still have quality because of the know 585 00:39:43.039 --> 00:39:45.440 using the iphone you're going to have, you're going to have good quality with, 586 00:39:45.119 --> 00:39:49.679 you know, a modern galaxy or a modern iphone. But I think 587 00:39:49.719 --> 00:39:53.039 that the the ideas that you're going to do authenticity instead of trying to do 588 00:39:53.079 --> 00:39:57.079 commercials or trying to do other things like that. And I think finally, 589 00:39:57.119 --> 00:40:00.840 also just the idea of really kind of leaning into thinking about this as being 590 00:40:00.920 --> 00:40:06.840 a conversation and trusting those people to also carry the conversation on that you might 591 00:40:06.840 --> 00:40:08.440 be, you know, the influencers on campus that you might want to recruit 592 00:40:08.519 --> 00:40:13.679 to help with the marketing of your institution. It's all about trust. It's 593 00:40:13.679 --> 00:40:16.559 all about conversation. The conversations are going to happen whether you're a part of 594 00:40:16.559 --> 00:40:20.760 it or not. The the important thing is how you can you be a 595 00:40:20.800 --> 00:40:22.719 part of that, be authentic when you're a part of that, being nimble 596 00:40:22.800 --> 00:40:27.320 that you can actually engage in those conversations and take it from there. So, 597 00:40:27.400 --> 00:40:30.239 rob, thanks again so much for being being on the show. Yeah, 598 00:40:30.280 --> 00:40:32.480 thanks for having me on, guys. That ends another episode of the 599 00:40:32.559 --> 00:40:37.719 High Ed Marketer Podcast, which is sponsored by Taylor solutions and education, marketing 600 00:40:37.760 --> 00:40:45.719 and branding agency and by Think, patented, a marketing execution company combining personalization 601 00:40:45.920 --> 00:40:52.440 and customization for outbound campaigns. On behalf of my cohost part Kaylor, I'm 602 00:40:52.480 --> 00:40:57.159 troy singer. Thank you for joining us. This is a bit of a 603 00:40:57.159 --> 00:41:01.039 footnote to our conversation with Rob Clark of that tall family and just to bring 604 00:41:01.079 --> 00:41:07.360 some context for the listeners, we had our first recording on Wednesday February second 605 00:41:07.400 --> 00:41:10.519 a few things happened not too long after that that the rob was going to 606 00:41:10.599 --> 00:41:15.480 kindly enough to come back on the show to allow us to record this footnote, 607 00:41:15.480 --> 00:41:19.000 which is today, Monday February, Twenty one, and so rob, 608 00:41:19.000 --> 00:41:22.159 maybe tell us a little bit about what's happened in that time, even before 609 00:41:22.199 --> 00:41:24.639 we have a chance to launch the episode. Yeah, for sure. Like 610 00:41:24.800 --> 00:41:30.079 we talked about on the initial recording, it was this idea of putting content 611 00:41:30.159 --> 00:41:34.440 out there and you never know who it's going to resonate with, and so 612 00:41:34.599 --> 00:41:37.519 when I hit you back up, I just want I thought this was a 613 00:41:37.519 --> 00:41:40.800 perfect example of what we were talking about, and so as this idea of 614 00:41:40.840 --> 00:41:45.559 one piece of content can change everything. I even remember back when I used 615 00:41:45.639 --> 00:41:50.079 to do my own podcasts, and I think I've started three now and I 616 00:41:50.159 --> 00:41:52.480 usually get about fifty episodes and that I get bored and move on. But 617 00:41:52.519 --> 00:41:55.679 there was one podcast where I said, you know, it was titled One 618 00:41:55.679 --> 00:42:00.719 piece of content and I talked about this guy, and I forget his tick 619 00:42:00.719 --> 00:42:06.480 tock handle. It's like dog face something, and he's known for the Ocean 620 00:42:06.559 --> 00:42:09.719 spray where it has car broke down, his truck broke down, he grabbed 621 00:42:09.719 --> 00:42:14.320 his scateboard, he's off to work. He filmed the tick tock drinking ocean 622 00:42:14.360 --> 00:42:16.559 spray and it took off a change his life. He bought his mom the 623 00:42:16.599 --> 00:42:21.840 house he bought as his own house and truck and anyway change the trajectory of 624 00:42:21.840 --> 00:42:24.480 his life and the idea that always stuck with me. Just takes one piece 625 00:42:24.519 --> 00:42:30.719 of content to change everything. Now this isn't necessarily on the same scale, 626 00:42:30.400 --> 00:42:35.760 but when I think about higher education, this is what we need to think 627 00:42:35.760 --> 00:42:38.519 about, something of this magnitude, where it doesn't have to be the thing 628 00:42:38.559 --> 00:42:43.559 like dog face, where all of a sudden you're known around the world. 629 00:42:43.639 --> 00:42:47.679 But a few days after we talked, I posted a video like we've posted 630 00:42:47.719 --> 00:42:52.519 before. We had this idea as a family and often my wife and I 631 00:42:52.559 --> 00:42:55.320 will will consume tick tock and we'll share back and forth this may be a 632 00:42:55.360 --> 00:43:00.159 good idea for her family. And she sent me one and we tried it 633 00:43:00.199 --> 00:43:02.800 and and just wasn't working like how we thought. And then at the last 634 00:43:02.840 --> 00:43:06.679 second or like hey, let's just do the same idea but with the whole 635 00:43:06.679 --> 00:43:10.119 family. And then it took maybe twenty seconds to film. It took we 636 00:43:10.199 --> 00:43:15.159 we did in one take. We set up on a tripod Hgo, we 637 00:43:15.239 --> 00:43:19.599 just kind of did our thing twenty seconds, posted it well and right now 638 00:43:19.840 --> 00:43:23.039 has rerecording this. It's been fourteen days since we posted that and are that 639 00:43:23.159 --> 00:43:27.760 tick tock video on our account has over forty four million views. Wow. 640 00:43:27.800 --> 00:43:31.119 We shared it to our instagram, we which has over eleven million views. 641 00:43:31.159 --> 00:43:35.639 But then that has been shared. This is the interesting part. That video 642 00:43:35.679 --> 00:43:40.960 has been shared seventy twozero times, and so there's accounts like big time accounts 643 00:43:42.000 --> 00:43:46.639 over time memes are there's this big site in India that across all those sites 644 00:43:46.719 --> 00:43:52.320 it's been washed over another forty million times. It led to CBS studio ten 645 00:43:52.400 --> 00:43:58.559 in Australia wanting us in the morning show. It led to a national brand, 646 00:43:58.760 --> 00:44:01.360 not actually a global brand, reaching out to us. We just finished 647 00:44:01.360 --> 00:44:06.400 a video for them, a piece of content that they paid us five figures 648 00:44:06.480 --> 00:44:12.760 for, and we've actually talked to another major streaming platform since this video. 649 00:44:12.960 --> 00:44:15.519 They saw this video and they want to talk to us about possibly a show. 650 00:44:15.559 --> 00:44:20.239 And so one piece of content has led to a lot of really good 651 00:44:20.239 --> 00:44:24.239 things for that tall family. But in context of this podcast, you know, 652 00:44:24.360 --> 00:44:29.920 think about the average size of a university, you know, six thousand 653 00:44:29.960 --> 00:44:34.360 Tenzero, even a very small university at two thousand. Think of all the 654 00:44:34.400 --> 00:44:39.079 content creators that are on campus and if you could leverage them that are making 655 00:44:39.119 --> 00:44:45.679 content already and consuming probably four to six hours a day of content. If 656 00:44:45.679 --> 00:44:49.960 you can leverage them. I mean the opportunity where it's just going to put 657 00:44:49.960 --> 00:44:52.920 the reps in it at some point. One piece of content can change everything 658 00:44:52.960 --> 00:44:58.400 for a university, especially the smaller to mid sized universities. Again, there's 659 00:44:58.440 --> 00:45:01.480 bigger university reason they kind of you know, they could do whatever and everyone's 660 00:45:01.519 --> 00:45:05.880 going to know their name. But this is an opportunity for those medium to 661 00:45:06.000 --> 00:45:10.159 small size universities that really can change everything. And and last thing, I'll 662 00:45:10.239 --> 00:45:14.760 let you jump in here. I just found it interesting my daughter, like 663 00:45:14.840 --> 00:45:17.360 literally a minute before we got on this call, she sent me a text 664 00:45:17.440 --> 00:45:22.679 because a university that were aware of that we talked about, popped up in 665 00:45:22.719 --> 00:45:25.039 her for you page on ticktock and she said, I'll look at this one, 666 00:45:25.239 --> 00:45:28.679 and she's got to making fun of it because it was a very good 667 00:45:28.679 --> 00:45:31.440 but even having said that, it was a fact that it popped up and 668 00:45:31.519 --> 00:45:36.280 you know, as parents and as kids we were talking about this university. 669 00:45:36.360 --> 00:45:40.960 So it works in one piece of content can actually change everything for the university, 670 00:45:40.960 --> 00:45:45.320 even on a smaller scale. It can lead to a lot of students 671 00:45:45.400 --> 00:45:49.920 deciding to check out your university for the first time. Yeah, I think 672 00:45:49.960 --> 00:45:52.920 that's so true and and what I love about this in one of the reasons 673 00:45:52.920 --> 00:45:58.960 why we decided to to record this little snippet to edit into the episode is 674 00:45:59.000 --> 00:46:02.280 the fact that when we're talking about social media, specially when we're talking about, 675 00:46:02.320 --> 00:46:07.400 you know, Youtube and and you know instagram and tick Tock, kind 676 00:46:07.440 --> 00:46:13.119 of the what I would kind of consider the outfront highly consumable content. I 677 00:46:13.159 --> 00:46:15.280 mean, you think about the fact that, you know, four to six 678 00:46:15.320 --> 00:46:19.639 hours a day of consuming content on those three channels. I mean, you 679 00:46:19.639 --> 00:46:22.199 know, growing up as a kid in the S, you know, I 680 00:46:22.239 --> 00:46:25.880 was watching TV probably four to six hours, but it's totally different now and 681 00:46:25.960 --> 00:46:30.880 I think that the fact that they the accessibility that anyone has, especially small 682 00:46:30.960 --> 00:46:32.679 universities, to be able to get into these channels and, like you said, 683 00:46:32.719 --> 00:46:37.199 one piece of content is really all it takes and it and is so 684 00:46:37.400 --> 00:46:40.280 fluid. You know, you can't write a book about this right now and 685 00:46:40.280 --> 00:46:45.360 you cannot sit down and find an academic book and take a course on this. 686 00:46:45.360 --> 00:46:50.159 This is happening on the fly. It's fluid. Everybody's figuring this out. 687 00:46:50.159 --> 00:46:53.880 Why not participate in that and be able to really leverage that for your 688 00:46:53.880 --> 00:46:57.360 own school. So I love that. And you know, one thing to 689 00:46:57.519 --> 00:47:00.159 rob. I know you are you. You're someone that really appreciates Gary V 690 00:47:00.360 --> 00:47:04.159 and I was watching a video, I think he was on linkedin today, 691 00:47:04.199 --> 00:47:07.480 and he said something about, you know, his latest thing these last couple 692 00:47:07.519 --> 00:47:10.519 days he's really been talking about don't count your followers, don't count you know 693 00:47:10.559 --> 00:47:15.239 how many likes you have. Just get out and start producing content. I 694 00:47:15.239 --> 00:47:19.159 know that's something we've talked about, but the idea of just getting into that 695 00:47:19.199 --> 00:47:22.760 discipline, getting into that that you know, groove of just producing content, 696 00:47:22.800 --> 00:47:27.159 producing content, getting it out there, and then it's going to happen. 697 00:47:27.159 --> 00:47:30.719 One, one piece of content is going to start happening. It might not 698 00:47:30.760 --> 00:47:36.000 be eighty eight million like you guys maybe have experienced in the combination of everything, 699 00:47:36.039 --> 00:47:38.079 but it's still is going to happen, and the fact that it's happened 700 00:47:38.119 --> 00:47:42.039 for you guys, and you know, Eleven, twelve months, is such 701 00:47:42.079 --> 00:47:45.400 a blessing. So I'm so glad that you reached out and and kind of 702 00:47:45.519 --> 00:47:51.440 followed up with that. No, and you're exactly right. And and universities. 703 00:47:52.119 --> 00:47:54.960 It's the same ideas as when we were kids and watching TV, we 704 00:47:55.000 --> 00:48:01.280 would watch those commercials and the idea of if you could advertise, because every 705 00:48:01.320 --> 00:48:05.719 single dollar that I had as a kid I was going to buy a Gig 706 00:48:05.960 --> 00:48:08.599 figure because that's what I watched on a Saturday morning and it was a third, 707 00:48:08.719 --> 00:48:12.599 you know as a twenty two minute commercial, and I loved it and 708 00:48:12.760 --> 00:48:15.480 I would spend every dollar on it. And what we need to get in 709 00:48:15.480 --> 00:48:20.079 our mindset is that ticktock and instagram and Youtube breathe, you know, shorts. 710 00:48:20.159 --> 00:48:23.480 These are the Saturday morning cartoons, except that we get to watch them 711 00:48:23.519 --> 00:48:27.760 every day of the week, whenever we want. And so the idea of 712 00:48:27.800 --> 00:48:31.199 like if I has a toy manufacture, if I could advertise on a Saturday 713 00:48:31.199 --> 00:48:35.239 morning, I was going to win. And so it's the same mentality. 714 00:48:35.360 --> 00:48:37.719 Like if we as higher educate, might I say we am on higher education, 715 00:48:37.800 --> 00:48:42.599 but if I are education, on the idea of you you can advertise, 716 00:48:42.719 --> 00:48:45.320 because the millennials that's where they live. They live on social media. 717 00:48:45.360 --> 00:48:51.159 I mean we do as well, and so everyone does, but especially millennials. 718 00:48:51.480 --> 00:48:53.559 That's the bread butter, and so they could be just a little bit 719 00:48:53.599 --> 00:48:58.920 creative and not you know, like you said with Gary Vainer Chuck, is 720 00:48:58.960 --> 00:49:02.519 if you're not worried about your followers and about likes and you just produced real 721 00:49:02.519 --> 00:49:07.960 content, is going to resonate with somebody and and that's the kind of the 722 00:49:07.719 --> 00:49:10.599 the you know, the secret sauce of it all is when you just produce 723 00:49:10.679 --> 00:49:15.880 content that's right for you and true to you, then the followers will show 724 00:49:15.960 --> 00:49:19.039 up. I mean that's it's going to happen if you just put the reps 725 00:49:19.039 --> 00:49:22.320 in great rob thanks for coming back on and cheering this with us. It's 726 00:49:22.360 --> 00:49:27.639 so exciting. Of course, good to talk. You've been listening to the 727 00:49:27.679 --> 00:49:31.039 Higher Ed Marketer. To ensure that you never miss an episode, subscribe to 728 00:49:31.079 --> 00:49:36.840 the show in your favorite podcast player. If you're listening with apple podcasts. 729 00:49:36.840 --> 00:49:39.400 We'd love for you to leave a quick rating of the show. Simply tap 730 00:49:39.440 --> 00:49:44.159 the number of stars you think the podcast deserves. Until next time,