Education International The Online Landscape of Education Preliminary findings

1. Education InternationalThe Online Landscape of EducationPreliminary findings

2. Today’s objectives • Show initial results of the digital mapping • First steps towards a strategy for EI • Key questions

3. intelligence & strategy branding Strategic consulting 15 years working with leading organisations on digital strategy storytelling & campaigning production

5. The four pillars 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

6. The mapping

7. 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

8. A 2 phases approach

9. 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?

10. Map out the online landscape ONLINE BEHAVIOR BEST PRACTICES SENTIMENT KEY STORIES ISSUE SALIENCY TERMINOLOGY KEY PLAYERS POTENTIAL OPPORTUNITIES KEY CHANNELS

11. 2) develop a strategic communication plan that: • Responds to the relevant concerns and needs of the target audience • Sends the target audiencesthe 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

12. 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

13. Keyword analysis Keyword Analysis

14. Last month, there were 101,000,000 queries containing the word “education”

15. That’s 1 search for every 3 Americans

16. Education related queries: department of education 4,090,000 2 3 quality education 135,000 1 4 education ranking 301,000 education policy 165,000 educationjobs 1,000,000 1. education spending 40,500 2. education budget 60,500 3. education reform 90,500 4. education crisis 18,100

17. education 101,000,000 Sum of keywords from last slide 5,900,600 quality education

18. Education in relation to other significant keywords: education 101,000,000 employment* 101,000,000 crime 16,600,000 Iraq 9,140,000 2 1 environment 13,600,000 economy 11,100,000 1. climate change 1,830,000 2. North Korea 2,240,000 * jobs is the most significant keyword with 185,000,000searches

19. best school • 2,240,000 literacy • 2,240,000 teacher training • 1,000,000 private school • 1,220,000 teacher salary • 550,000 • education policy • 165,000 school ranking • 1,000,000 • teaching resources • 301,000 • education reform • 90,500 • education budget • 60,500 • teacher development • 60,500 • extra curricular • 135,000 • education legislation • 49,500 • teacher qualification • 40,500

20. Education – GOOGLE TREND DATA Keyword trend over the last 9 years - Globally

21. Education vs. Training – GOOGLE TREND DATA Keyword trend over the last 9 years - Globally

22. Public vs. Private Education – GOOGLE TREND DATA Keyword trend over the last 9 years - Globally

23. Keyword analysis 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. Conclusions

24. Quality education Keyword Analysis:Quality Education

25. Quality Education - MONTHLY SEARCH VOLUME Volume of search queries mentioning “quality education” every month on Google (absolute values only)

26. Quality Education - MONTHLY SEARCH VOLUME Volume of search queries mentioning “quality education” every month on Google (absolute values only)

27. Quality Education - MONTHLY SEARCH VOLUME Volume of search queries mentioning “quality education” every month – around the world – in English, French and Spanish

28. “Quality Education” Globally – BRANDWATCH MENTIONS Volume of BrandWatch mentions found related to “Quality Education” over the last two months around the world

29. “Quality Education” vs. “vaccines” Globally – BRANDWATCH MENTIONS Volume of BrandWatch mentions found related to “Quality Education” over the last two months around the world

30. “Quality Education” Globally – BRANDWATCH MENTIONS Volume of BrandWatch mentions found related to “Quality Education” over the last two months around the world

31. WORLD n=31,000

32. UK n=1950 USA n=21000 Canada n=1197 South Africa n=292 Quality Education is associated with Higher Education & University India n=775 Australia n=456

33. Quality education 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. Conclusions

34. Millennium goals Millennium Goals

35. Millennium Goals - MONTHLY SEARCH VOLUME Volume of search queries related to the Millennium Goals every month

36. * 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 – BRANDWATCH MENTIONS Volume of BrandWatch mentions found related to the Millennium Goals over the last two months Australia to cut aid budget

37. Millennium goals 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. Conclusions

38. Research conclusions

39. RESEARCH CONCLUSIONS • 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. • The term “quality education” is not heavily used online. This terminlogy issue should be addressed in the future. • 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. • On the other hand, inspiring TED-like education content receives a lot of coverage and connects with the audience. • This fragmentation in terms of opinions and perspectives of the different stakeholders should be addressed in the strategic communication plan.

40. First Draft of a Strategy

41. Strategy Define the initiative : why are we here, what do we want to achieve? Define a common-ground message: rethink the wording of quality education Enabling all voices via platforms • International platform (umbrella story) • Localisedplatfoms (local topics, local languages) via members Explore Millenium goal opportunity as potential gap Find a call to action to engage key audiences (petition, manifesto) and create a community First thoughts on strategy

42. Questions What are your local challenges, regarding quality education, any online direct experience? What are your best ambassadors to convey EI messages, locally and internationally – especially online? As member of EI, would you like to play an active part in an initiative to mobilize on quality education? KEY Questions