enabling global organizations to make the most of digital opportunities education international the...
TRANSCRIPT
Enabling global organizations to make the most of digital opportunities
Education InternationalThe Online Landscape of Education
Preliminary findings
TODAY’S OBJECTIVES
1. Show initial results of the digital mapping
2. First steps towards a strategy for EI
3. Key questions
intelligence & strategy
branding
storytelling & campaigning production
STRATEGIC CONSULTING
15 years working with leading organisations
on digital strategy
Digital as hub: Bringing information together and integrating communication
"Show me“ not "trust me”: Tell the story through and with third parties, show and tell
Enable and facilitate stakeholder dialogue: Engage with stakeholders on the issues
Community and mobilization: Uniting stakeholders and turning them into ambassadors
THE FOUR PILLARS
The mapping
WHAT IS A DIGITAL MAPPING?
• A step-by-step approach combining educated research, data analysis, qualitative independent research, and quality check by combining the information in order to deliver a realistic picture resulting into actionable business intelligence
A 2 phases approach
1) PICTURE THE ONLINE LANDSCAPE, ANSWERING CORE QUESTIONS:
• How salient is the education discussion online?
• What are the key stories that are making headway online?
• Who are the key influencers and initiatives around education? What is best practice?
• What’s the perception of the different aspects of the issue amongst key audiences
• What terminology is the audience using? On what devices? For which purpose?
• How are they communicating and/or engaging? Who are potential allies or content partners?
Map out the online landscape
BEST PRACTICES
SENTIMENT
ISSUE SALIENCY
TERMINOLOGY
POTENTIAL OPPORTUNITIES KEY CHANNELS
KEY PLAYERS
KEY STORIES
ONLINE BEHAVIOR
2) DEVELOP A STRATEGIC COMMUNICATION PLAN THAT:
• Responds to the relevant concerns and needs of the target audience
• Sends the target audiences the right information via the right channel
• Provides collateral players the right tools and content to help support our strategy
• Identified alternative content providers that will endorse and help disseminate our communication efforts
KEYWORD ANALYSIS METHODOLOGY
• A list of relevant keywords used in search queries is created
• It is submitted to Google to determine performance & search volume
• Keyword combinations are segregated into themes such as:• Parental queries - Parents looking for “best” + “schools” or “extra-curricular”
• Teaching queries - Teachers looking for “professional development” or “teaching resources”
• Political queries – NGOs / Politicians / Press looking for “literacy” or “legislation”
• Etc…
• These queries, through their tone and volume, reflect perception. They can be considered as a barometer for audience’s focus and online behaviour (e.g. in terms of terminology)
• The obtained matrix has been used to compare and generate the following charts and could be used to extract answers not currently addressed
Keyword Analysis
KEYWORD ANALYSIS
Last month, there were 101,000,000 queries containing the word “education”
That’s 1 search for every 3 Americans
department of education4,090,000
education jobs1,000,000
3. education reform90,500
1. education spending40,500
2. education budget60,500
education ranking301,000
education policy165,000
3quality education135,000
1
2
4. education crisis18,100
4
Education related queries:
education101,000,000
Sum of keywords from last slide5,900,600
quality education
employment*101,000,000
education101,000,000
1
1. climate change1,830,000
economy11,100,000
environment13,600,000
Iraq9,140,000
crime16,600,000
2
2. North Korea2,240,000
Education in relation to other significant keywords:
* jobs is the most significant keyword with 185,000,000 searches
best school2,240,000
private school1,220,000
school ranking1,000,000
teacher training
1,000,000
teacher salary
550,000
literacy2,240,000
extra curricular135,000 teacher qualification
40,500
teacher development60,500
teaching resources301,000
education legislation49,500
education budget60,500
education reform90,500
education policy165,000
Education – GOOGLE TREND DATAKeyword trend over the last 9 years - Globally
Education vs. Training – GOOGLE TREND DATAKeyword trend over the last 9 years - Globally
Public vs. Private Education – GOOGLE TREND DATAKeyword trend over the last 9 years - Globally
KEYWORD ANALYSIS
CONCLUSIONS• The enormous search traffic for education clearly shows the extent to
which people care about this topic.• However, the keywords associated to education also indicate a
divergence in the interests of stakeholders.• Parents, who form the largest demographic and account for keywords with the largest
search volumes, are most concerned with subjects that immediately concern their children - not policy.
• Teachers, the second largest demographic, look for keywords related to their profession and that offer tangible resources.
• The campaign could leverage both groups and create a powerful support base however, it will have to draw parallels to current behavior/motivations for it to succeed.
• Education International is right to be concerned about education. Over the last 9 years, the level of interest in education has dropped by 60%.
• The long term trend also indicates drops in interest are to be expected at Christmas and over the summer. The campaign should focus its activities in the spring and fall.
Keyword Analysis:Quality Education
QUALITY EDUCATION
Quality Education - MONTHLY SEARCH VOLUMEVolume of search queries mentioning “quality education” every month on Google (absolute values only)
Quality Education - MONTHLY SEARCH VOLUMEVolume of search queries mentioning “quality education” every month on Google (absolute values only)
Quality Education - MONTHLY SEARCH VOLUMEVolume of search queries mentioning “quality education” every month – around the world – in English, French and Spanish
“Quality Education” Globally – BRANDWATCH MENTIONSVolume of BrandWatch mentions found related to “Quality Education” over the last two months around the world
“Quality Education” vs. “vaccines” Globally – BRANDWATCH MENTIONSVolume of BrandWatch mentions found related to “Quality Education” over the last two months around the world
“Quality Education” Globally – BRANDWATCH MENTIONSVolume of BrandWatch mentions found related to “Quality Education” over the last two months around the world
WORLD n=31,000
South Africa n=292
USA n=21000UK n=1950
Australia n=456 India n=775
Canada n=1197
Quality Education is associated with Higher Education & University
QUALITY EDUCATION
CONCLUSIONS• Despite the level of interest for many education related keywords, “Quality
Education” is not a term that is searched for.• In addition to low search traffic, the level of mentions across various
channels is also very low. It is used mainly by the press, and is more closely associated to tertiary rather than K-12 education.• The definition and association of “Quality Education” to K-12 education may have been
confused by other uses of the term; this will make it difficult for the campaign to capture the attention / interest of target audiences.
• The campaign will have to either: allocate resources to generate awareness and reclaim the term, or use another term to rally support.
• Note that for maximum reach, the term and its definition should be translated into major world languages as, currently, “quality education” is principally used in English speaking countries.
Millennium Goals
MILLENNIUM GOALS
Millennium Goals - MONTHLY SEARCH VOLUMEVolume of search queries related to the Millennium Goals every month
Millennium Goals – BRANDWATCH MENTIONSVolume of BrandWatch mentions found related to the Millennium Goals over the last two months
Australia to cut aid budget
* Over the last 2 months, BrandWatch has only found 449 mentions related to the Development Goals. (138 were news items)
Millennium Goals are not a topic discussed by the general public.
MILLENNIUM GOALS
CONCLUSIONS• Millennium Goals still receive a significant share of search volume
however, when specific goals are queried, education and empowering women are the only two significant goals.
• This is re-assuring for Education International as education is closely associated with the Millennium Goals and could serve to make the point that the UN should continue to support education.
• On the other hand, the low level of mentions may be indicative that they need some rejuvenation.
Research conclusions
1. Education is one of the most searched and discussed topics online. This represents potentially a great opportunity to communicate, engage and partner with key influencers.
2. The term “quality education” is not heavily used online. This terminlogy issue should be addressed in the future.
3. Teachers are engaging online through forums community and blogs. This reveals a true willingness to address education related issues. However, teachers tend to discuss practical aspects of their work life, putting aside more visionnary concerns.
4. On the other hand, inspiring TED-like education content receives a lot of coverage and connects with the audience.
5. This fragmentation in terms of opinions and perspectives of the different stakeholders should be addressed in the strategic communication plan.
RESEARCH CONCLUSIONS
First Draft of a Strategy
STRATEGY
FIRST THOUGHTS ON STRATEGY1. Define the initiative : why are we here, what do we want to achieve?
2. Define a common-ground message: rethink the wording of quality education
3. Enabling all voices via platforms• International platform (umbrella story)
• Localised platfoms (local topics, local languages) via members
4. Explore Millenium goal opportunity as potential gap
5. Find a call to action to engage key audiences (petition, manifesto) and create a community
QUESTIONS
KEY QUESTIONS
1. What are your local challenges, regarding quality education, any online direct experience?
2. What are your best ambassadors to convey EI messages, locally and internationally – especially online?
3. As member of EI, would you like to play an active part in an initiative to mobilize on quality education?