Social Media Strategies: How to Go Viral Like an Influencer

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,