Why Does #DiversityInTech Matter? And Why Should We Care?

Lola Banjo is a corporate strategist, a longtime STEM education advocate, and a Young Executive Board member of Code/Interactive, an organization committed to developing the next generation of diverse technology leaders.

Lola is also one of the organizers behind this year’s inaugural “Diversity in Tech Awards” which will take place in New York during Social Media Week. The #DiversityInTech Awards celebrate individuals and organizations ​championing the nationwide movement to increase diversity in STEM education, and will bring together leaders from tech, government, non-profit and education for the biggest celebration of its kind.


Diversity in the workplace

Earlier this month, Intel made its annual diversity data public and challenged other tech companies to do the same. The company also made a public commitment to addressing its diversity challenge by sharing its plans, which includes a goal for 40% of new employees to be women or underrepresented minorities (black, Latino, Native American) and to reach full representation by 2020. Other notable tech companies have however disagreed with Intel’s approach of setting and/or publicizing metrics driven diversity goals. Whether we agree or disagree with Intel’s approach, the announcement has added to the ongoing conversation about diversity, or the lack thereof, in technology, and has led some to ask the question: why does #DiversityInTech matter anyway and why should we care?

A recent survey by Fortune of nine of the top tech companies in Silicon Valley found that only about a third of the overall workforce is female, while underrepresented minorities (black, Latino, Native American) make up just 10% combined. These numbers shrink even further at the executive ranks. In simple terms, today’s tech companies are predominantly white, Asian, and male. Considering the fact that women make up half the population and underrepresented minorities make up about a third of it, this is a significant gap.

Several factors have been highlighted as the cause for this disparity. Many believe it is a pipeline problem, i.e. not enough women and minorities are studying STEM fields. Others have blamed it on subconscious prejudices of hiring managers who on average, as most humans do, naturally gravitate towards candidates with whom they share commonalities. Lastly, others have opined that an unwelcoming culture in the tech world is what forces diverse talent to exit before making it to leadership.

All of the above should be recognized in order to pave the pathway for solutions. Therefore, increasing diversity in tech requires a three-pronged approach: addressing the pipeline (STEM education), recruitment (hiring practices, metrics), and retention (support mechanisms, employee benefits, company culture).

Why it matters

With rapid advances in technology, the proliferation of social media and an increasingly demanding consumer base, the paradigm of global enterprise has shifted. Change is the norm, and it behooves companies to embrace it. From a business standpoint, diversity is no longer just a social responsibility, it has been shown to lead to tangible benefits such as increased innovation, better employee engagement and an ability to reach a wider array of customers, hereby leading to increased sales. In addition, in today’s information age with consumers making more conscious choices when it comes to companies to patronize, the possible risk of being known as a company that does not embrace diversity carries a heavy cost that most companies are not willing to bear.

Today, companies are embracing diversity in more strategic ways that reach beyond increasing the number of diverse new recruits. For example, Mattel’s recent rebranding of the iconic Barbie doll introduced 33 new dolls that more accurately reflect what women all over the world actually look like. The reaction was swift and positive — Barbie was a trending topic all week with a majority of commenters praising the move. Suffice it to say, a well-received product launch will inevitably generate more sales: a win-win for Mattel.

But beyond the business and the numbers, there is a less directly measurable but all the more impactful reason why #DiversityInTech and #STEM education matters. Representation. From a social cognitive perspective, representation matters because it ignites motivation, it sparks creativity and it inspires actualization.

Without a doubt, there is an amazing amount of power that lies in seeing someone in the same social group you belong to achieve success. I, for example, along with plenty of black girls, grew up feeling like becoming a billionaire is within reach because Oprah is a self-made one. Humans are social beings who form connections based on the ability to relate. To relate is to feel that you belong and the late great psychologist Abraham Maslow said it best: “the need to belong is a major source of human motivation”. After-all, why would anyone aspire to be anywhere where they do not feel they belong?

This feeling of belonging, or lack of, has been cited as one of the root causes for the diversity challenge. It is pervasive from the pipeline all the way to the executive ranks. Even when diverse talent are successfully recruited into tech companies, many have cited not feeling like they belong (which comes out in exit interviews often as lack of support, appreciation, etc.) as reasons why they exit. Some have said the culture of some tech companies is not welcoming for anyone who isn’t white, Asian and male, typically due to subconscious bias. Therefore, while companies are taking steps to increase the number of diverse recruits, they must also work to ensure that the work environments are conducive for all talent to thrive. To retain diverse talent, proper mechanisms to train, nurture and support recruits throughout their careers must be put in place.

My personal journey

STEM has always been a part of my life thanks to my father who started teaching me calculus, astronomy and programming when I was only 6 years old. By the time I was 10, I could solve complex partial differential equations and perform numerical analysis with ease. My Dad, an engineer himself, greatly believed that scientists, mathematicians and engineers made the world go and that the pursuit of STEM education is an indisputable avenue for achieving economic prosperity. Learning about science was a norm in our household. I spoke Newton before I could barely speak English. My Dad would make my brother and I read physics textbooks from cover to cover in a day then quiz us on topics when he got back from work. At first it felt like punishment, but by the time I was in my mid-teens, I was so fascinated by math, science and engineering that I wanted nothing more than to pursue it academically and eventually professionally.

My love for STEM did not always earn me praises, however. As a young girl, I was “different” from most of the other girls my age. I was constantly teased and called a nerd that at many points, I considered abandoning STEM for other fields I was being told both overtly and subtly were more acceptable for a woman to pursue.

Despite the social pressures, I went on to study Engineering in university. I was one of the only ethnic minorities in my classes, and also one of the few women — a double minority. By early in my professional career, I had become so accustomed to this imbalance that it became business as usual. But deep down, it felt lonely. So I started exploring ways I could help with changing the landscape. In addition, once I became familiar with the economic benefits a STEM education could provide, I started to see it as a possible pathway to addressing some of the socioeconomic challenges in our communities. I’d talk to anyone I could within my social networks about engaging more girls and minorities in STEM. I also began volunteering to mentor high schoolers in underserved communities so I could lend some personal anecdotes and get them more excited about STEM as an academic and career option, as well as represent someone who they can relate to.

I am aware of how fortunate I am to have had a strong foundation that encouraged my love for STEM. It is not lost on me that without my father’s not so gentle push (I mean really, how many kids get calculus textbooks for their birthday?), I would likely never have known how much I loved STEM and my life today might have never been exposed to the myriad of opportunities that being a STEM graduate has afforded me.

This is not the norm for many of the youth in our communities. Yet, I am encouraged knowing that support can come in various forms. As the saying goes, “it takes a village to raise a child”. Non-family members can play just as large a part in providing a support system for our youth. This was the case for me during my university education, a time when a number of personal challenges almost derailed my academic pursuit. During this challenging time in my life, it was the support of my school’s Associate Dean of Student Development, a strong advocate of minority engineers, which kept me going. His genuine and personalized approach to taking an interest in his students’ success was a breath of fresh air. He was aware of the personal challenges I was facing, which were making an already tough Engineering curriculum seem impossible to complete, and he took a role as a key member of my support system. He was a sounding board every time I pondered abandoning ship and switching to an “easier” area of study. He would help re-center me with words of encouragement and reminders of how far I had come. Thanks to his support, I completed my Engineering education (with minors in Mathematics, Economics and Computer Science) and went on to graduate study.

A call to action

The foundational analytical skills my STEM education provided me have expanded my career options beyond what I once thought was possible. I wish for all youth in our communities to have this kind of opportunity. Yet, many of those in underserved demographics aren’t exposed to STEM. Today, when I find myself as the only woman or underrepresented minority in the room, I can’t help but think of how many others have missed or are missing out on the opportunity because of a lack of awareness of their ability to explore it. This lack of awareness, in addition to the absence of an ongoing support system that encourages the pursuit of STEM, may have led many to exclude themselves from the playing field. Statements like “I am just not good with numbers” become a self-fulfilling prophecy. In addition, societal pressures to be “cool” may be causing many of our youth to shy away from the stigma that being a “nerd” carries.

When actress Viola Davis won her Emmy for best actress in a drama series, she stated that the only thing that separates women of color from anyone else is opportunity. This can be applicable to almost every professional environment. In order to compete, you have to first know there is a game going on. This is why I believe the most pivotal step in addressing the pipeline challenge is creating awareness of STEM in constructive and efficient ways. It is important to fund programs that encourage STEM education for the youth already interested in it, but we must not forget about exposing that opportunity to those who aren’t currently considering it. Organizations like Code/Interactive (C/I) have achieved success with doing just that. By working with high schoolers in their natural environments, C/I is introducing tech to our youth in fun, engaging and constructive ways and completely changing their purview of what their career options are.

According to the 2014 New York State’s comptroller report, the booming city tech sector is adding jobs three times faster than the city overall and pumping billions into the economy. The average tech salary in the city was $118,600 in 2012, almost 50% higher than the $79,500 average salary citywide. The nationwide increase in demand for tech-skilled professionals represents a $500B opportunity in the next 10 years, yet students of underserved backgrounds are largely left out of the conversation. Currently, access to Tech-Ed is virtually non-existent for students from low income households.

C/I’s programming includes 3 programs aimed at helping underserved students overcome the opportunity gap by equipping them with the skills needed to succeed. By providing hands-on training in today’s most relevant technology subject areas, the program serves as a building block for long-term career paths in tech. Graduates of the program are able to attain tangible skills (coding), sharpen their career acumen, develop lifelong connections and friendships and are sometimes placed in internships with leading tech companies in the city. They are five times as likely as their peers to go to college and are able to earn wages that can double their household income. To date, 600+ students have successfully completed the program.

While there is still a lot of work to do to close the gap, there has been some progress. C/I’s inaugural #DiversityInTech < DIV > awards ceremony will recognize the individuals and organizations championing this movement. The awards aims to raise $45,000 which will make providing computer science scholarships to 100 additional NYC students a possibility. If in the NYC area, please consider attending the event on Thursday, February 25th, or donating if you are unable to. Volunteer opportunities are also available throughout the year.

In conclusion, improving diversity in tech and STEM education is not an easy challenge, but it is one that can be overcome. We can all play a part. Whether it is through mentoring, volunteering, financial support or just taking an interest in the conversation, we can help promote and effect the change we’d like to see and help create a world where every child, regardless of race or economic background, is able to explore the opportunities available to him or her, whether in STEM or otherwise, and unlocks the ability to reach his or her full potential in life.

Lola Banjo is a corporate strategist and longtime STEM education advocate. She serves as a Young Executive Board member of Code/Interactive, an organization committed to developing the next generation of diverse technology leaders. A product of a STEM education herself, Lola believes in the importance of technology and the role it can play in the socioeconomic enhancement of lives. She holds a B.S. in Engineering from Rutgers University — School of Engineering, a M.S. in Financial Engineering from NYU — School of Engineering, and a MBA in Strategy, Finance and Decision Sciences from Emory University — Goizueta Business School.

13 Events At #SMWNYC To Understand, Reach, And Attract Millennials

Whether you’re a brand strategist, content marketer, or account director, chances are you’re trying to see “what’s next” in and around the industry. So much of this “what’s next” question is dependent on one generation as well: Millennials. Members of Generation Y are the future consumers, the future decision makers, and the future innovators, and today, we’re trying to figure out what they like, and how they like it. If you’re attending Social Media Week NYC this February 23-27, be sure to check out some of the events that will discuss and dive into the world of Millennials, here are 13 sessions you should bookmark right now.

1. TAPPING MILLENNIAL FOMO: A BRAND’S GUIDE TO RELEVANCE BEYOND “REAL-TIME MARKETING”

Tue, Feb 24; 10:30 AM – 11:30 AM
“In recent studies, 70% of college students reported that they would open a Snapchat from a brand, 22% of teen girls reported that they actually suffer from FOMO (fear-of-missing-out), and 28% of U.S. millennials said their cell phone is ‘an expression of who I am.’ In this session, a seasoned strategist on the front lines at creative agency Code and Theory will give a crash course on who this “new consumer” really is – how they think, behave, and feel – and will offer a new real-time playbook for social media marketers.”

2. CUSTOM CONTENT: HOW PUBLISHERS AND INSTAGRAMMERS ARE LEADING CAMPAIGNS FOR BRANDS

Tue, Feb 24; 2:00 PM – 3:00 PM
“Working with notable Instagrammers, publishers are now retooling native ads and enabling brand storytelling to start on social. This enables new paths to authentically capture people’s attention via the broader media ecosystem, often before the campaign appears in print or online. This ‘social first’ content discussion will unpack the ideation, pitching, and activations for these campaigns. This masterclass-style event will be followed by an audience Q&A.”

3. CREATING VIDEO CONTENT FOR HOW IT’S CONSUMED

Tue, Feb 24; 2:45 PM – 3:45 PM
“Join us as Jonathan Perelman, BuzzFeed Motion Picture’s Vice President examines the evolution of media and how new innovations in distribution technologies have changed how it’s consumed. From LOLS to CUTE cat videos that pull at your heartstrings, Jonathan will dive into the science behind creating shareable content for the social web.”

4. SWIPE RIGHT: WHAT TINDER CAN TEACH BRANDS

Tue, Feb 24; 5:15 PM – 6:15 PM
“In an interview Match.com’s CEO, Sam Yagan, we’ll attempt to reveal how marketers can connect with their audiences in a more meaningful way wth inspiration from dating applications. We hope the audience will discover that although people share intimate details about their inner most desires on dating services every day, the most intriguing information is that which they offer without ever being asked.”

5. INNOVATIVE DIGITAL STORYTELLING IN AN ERA OF TWEETS, VINES, INSTAGRAMS AND MORE

Wed, Feb 25; 9:00 AM – 10:15 AM
“How do you share an 8,000-word epic narrative in a 140-character tweet? How do you get today’s digital readers, accustomed to quick reads and rapid-fire summaries, to start reading a story and stay, actually stay, until the very last word? How do you bring writers, readers and editors together in conversation over the day’s most relevant news? This sessions will present insights into how The New York Times magazine is evolving digitally by building a new approach to audience development.”

6. THE NEW MILLENNIAL MODEL FOR BUSINESS

Wed, Feb 25; 11:15 AM – 12:30 PM
“By 2025, 75% of the global workforce will be comprised of millennials. As millennials get jobs and become leaders, they’re bringing tech-savvy ideas that’s changing business. From integrating mobile apps into meetings and networking, to creating tech-centered products that are transforming lives, and even using new social media platforms and games to innovate, this generation is embedding tech into everything they do. In a discussions with members of the Forbes 30 Under 30 list, Forbes Editor Randall Lane will bring to light the not-so-distant future of our Millennial world.”

7. EPHEMERAL MESSAGING MASTERCLASS: MAXIMIZING YOUR SNAPCHAT FOR STORYTELLING

Wed, Feb 25; 3:00 PM – 4:00 PM
“This session will teach the essentials on maximizing your Snapchat strategy, and how to bring storytelling to the most popular in-the-moment social sharing platform among Millenials. With over 100 million monthly active users and over a billion Snapchat Stories viewed per day, we will help you leverage your presence on the mobile app.”

8. NETWORKS OF INFLUENCE: HOSTED BY TRANSLATION, ELITE DAILY, AND CRIMSON HEXAGON

Wed, Feb 25; 4:30 PM – 5:45 PM
“With the advent of the social web, it is theoretically easier to reach target audiences, but more difficult to forge authentic connections with consumers. This shift is seen most prominently in the ever coveted Millennial audience, where conventional approaches to marketing are rendered ineffective and demography-based segmentation strategies prove to be unsuccessful. In this session we will uncover how brands can tap into the dynamic of this coveted audience and benefit from the network of influence.”

9. MAKE WAY FOR GEN Z: HOSTED BY FORD MOTOR COMPANY

Thu, Feb 26; 2:45 PM – 4:00 PM
“While Gen Y continues to evolve and fascinate the world, attention is now turning to the cohort right behind them — Gen Z, roughly defined as those born after 1993 are some of today’s youngest entrepreneurs and consumers. Raised in an on-demand, connected and impatient culture, expectations are running high for this group that accounts for more than 2 billion globally.”

10. HOW TO MAKE ONE OF THOSE INSANELY VIRAL QUIZZES THAT YOU’RE SEEING EVERYWHERE

Thu, Feb 26; 3:30 PM – 4:30 PM
“In any given month, quizzes make up some of the most shared pieces of content on the internet. Chief Qwizzard, Owen Fuller, will share lessons learned from reverse engineering an inhuman amount of viral quizzes on sites like Buzzfeed and Qzzr. He’ll teach the secrets Qwizards use to drive social traffic and lead generation, including the keys to optimizing quiz titles, questions, imagery, calls-to-action and outcomes.”

11. CULT BRANDS 2.0: HOW TODAY’S TOP BRANDS BREED LOYALTY AND FANATICISM

Fri, Feb 27; 9:00 AM – 10:15 AM
“Everyone knows why companies like Apple, IKEA, and Southwest Airlines have become cult brands – it’s because they understand that they “belong” to their customers. Basic principles of cult branding can take companies to the next level by creating on-demand apps, social followings and customer incentive programs that breed extreme customer loyalty and fanaticism.”

12. STORYTELLING WITH VINE: HOW TO CREATE SHORT FORM VIDEOS THAT PEOPLE REMEMBER

Fri, Feb 27; 11:00 AM – 12:00 PM
“Today, storytellers are finding increasingly imaginative ways to share their ideas with interactive and visual elements, bringing their messages to life. Outside of creating content for Instagram, Vine, and Snapchat each day, Mashable’s creative team is responsible for the creative behind many branded social advertising campaigns, having worked with Olympus, Hewlett-Packard, Hot Wheels, MasterCard and more just in the past few months.”

13. STOP CALLING THEM SOCIAL MEDIA INFLUENCERS: MTV’S PIONEERING EFFORTS WITH NEW FORM TALENT

Fri, Feb 27; 11:15 AM – 12:30 PM
“In a world where everyone is creating their own content and distributing it themselves via multiple social platforms, MTV is pioneering the way media companies tap into new form content creators and not just for their massive social following. Today it’s no longer about marketing partnerships. Instead, it’s all about the modern day talent search. Participants will learn how members of this very talented generation are able to churn out amazing, relatable content that transitioned between multiple screens – whether it be television, tablet or mobile – and why young audiences are responding in droves”

Scholarship Application To Attend Social Media Week NYC

Social Media Week is built on a philosophy of openness and inclusivity, and for the upcoming conference, we’re excited to open up our annual Scholarship Program to provide complimentary Campus Passes to eligible students, non-profits, and startups, thanks to Forbes, our Social Media Week NYC Scholarship partner. The SMW NYC Scholarship provides access to our official sessions, masterclasses, experiential floor, co-working spaces, networking lounges, and more.

Andy Thomas

So, who qualifies?

  • Students (currently enrolled)
  • Non-profit employees
  • Startup or small business employees (defined as a company with no more than 10 employees)

You can apply here, and if you’re application is successful, we will notify you on a rolling basis. Please note, we have a limited number of Scholarships and cannot guarantee that your application will be accepted. For any questions, email nycpass@socialmediaweek.org, and we’ll be in touch at our earliest convenience

And of course, a very special thanks to Forbes for supporting this program! Without their commitment to the SMW mission, the Scholarship Program would not be possible

Last Call: Apply Before Friday to Win a Scholarship to SMW NYC Courtesy of Nokia!

Social Media Week starts in less than a week! We could not be more excited for the incredible program of sessions, master classes and panels that are going down at the SMW campus.  Because all events require a pass this year, we have teamed up with Nokia to make sure that Social Media Week stays accessible to everyone.

In partnership with Nokia, we are sponsoring 500 complimentary campus passes for those who qualify. The Campus Pass will give you access to our experiential floor, made up of co-working spaces, networking lounges, The Future of Now Exhibition, and a Pop Up Marketplace for Digital Brands. In addition, this will include all official sessions, including two floors of programming consisting of keynotes, panels and masterclasses (which are always subject to availability).

Sound good? We thought so. Here’s who is eligible to enter!

  1. students (currently enrolled)
  2. non-profit employees
  3. startup or small business employees (defined as a company with no more than 10 employees)

If that sounds like you, apply here, and the last day to enter is FRIDAY. Please note, that we have a limited number of Scholarships and cannot guarantee that your application will be accepted.

Thanks again to Nokia for supporting this campaign! Their ongoing support our mission at SMW makes this Scholarship Program possible.

Building an East Coast Tech Center: What’s in Store for NYC’s Future?


Last week’s panel, “New York City’s Tech Future“, got everyone thinking about how far New York City has come and how much farther we need to go. There was a lot of discussion about how New York City differs from Silicon Valley. In New York the innovation is at smaller venues and companies, we haven’t quite gotten our big Google or Facebook yet. However, Jonathan Bowles, Executive Director of the Center for an Urban Future, noted, “we’re seeing that a lot of corporations are reaching out to these smaller companies for acquisition and services”. Alan Patricof, Managing Director of Greycroft Partners, also noted that the model of fundraising is different in NYC. He noted that few firms do B-Round ($5-$15MM) here and there is a lot of seed capital around, a lot of VCs have cashed out and become angels. Additionally, Patricof noted, “A-Round requires going to an organized firm like Greycroft and there aren’t a lot of firms like these in NYC.” Nevertheless, Bowles noted that 486 start-ups got VC or angel funding last year and of those, 15 had raised $50MM+.

There are also several issues related to the recruitment of talent in NYC. Bowles pointed out – liveability and quality of life are key issues. He suggested that, in order to attract more talent in engineering and entrepreneurship, the next mayor will have to focus on creating more middle-income affordable housing, as most tech/start-up employees aren’t making six figures.

Students are another big issue. A few of the panelists suggested that there is a tendency for recent grads to start their companies near where they went to school, especially because of the focus on intellectual property on campuses, how students can and will take risks, and the advantageous recruiting opportunities that proximity presents.  This focused the conversation on the new Cornell Tech campus on Roosevelt Island. Anne Li, the Managing Director, EVP at NYCEDC, argued the case for NYC to focus on tech. Li said, “NYC is underweight in the number of engineers we produce…there are not that many industries we can diversify ourselves into but tech is one”. She also noted that similar projects in other countries have been funded by the government. However, our city’s government doesn’t have those kinds of funds to give. So, the focus has really been on the universities. That’s where the partnership with Israel’s Technion came to play on this campus proposal. Israel has demonstrated itself as a country that has a strong grasp on how to commercialize research. Additionally, several other city universities have started to further develop their tech programs. NYU has started a Center for Urban Science & Progress in Brooklyn and Columbia University is expanding its engineering school. Li estimates that the three projects combined will double the number of engineers (PhDs) in 20 years. She also suggested that work is being done at the high school level as well. Li says, “great coders learn how to code in high school not college”, so there’s a computer science high school in the works.

The discussion of what students want to do after they graduate also came into play. Patricof suggested that most students in NYC want to start their own company when perhaps instead they should be “looking to join a big company to bring entrepreneurial spirit or join an existing start-up”. He noted that there are a lot of companies that are imitating one another these days:  “You should start a company if you have a passion and you’ve learned a lot about it and you have a plan, not hunt for ideas or copy what someone else has done and say ‘I’m gonna do it better'”. Scott Anderson, Partner & Chief Strategy Officer at Control Group, backed him up by saying that his company looks for more skilled workers and sees great value in new recruits who have failed before. Patricof furthered the argument of the value of having worked at a failed start-up: “They don’t assign people different roles so you learn everything…you watch and learn from an unsophisticated leader and then you’re ready to do a start-up because you’ve seen the pitfalls and not spent your own money.”

So, the overall feeling was that New York City can become a more attractive destination for engineers and entrepreneurs by building more academic resources for students and by making the city a better and more affordable place to live for experienced talent. Recent graduates will need to start shifting the attention toward joining existing start-ups rather than creating imitative start-ups of their own. There will also need to be the economic support and incentive to allow them to do this – through improved fundraising avenues for  start-ups, affordable housing options, etc.

Victoria Harman (@vc1harman) is a social media content & strategy specialist and entrepreneur based in New York City.

College Students at SMW…or Not

This post is a series of blogs contributed by SMW NYC media partner Differences Magazine. To learn more about Differences Magazine and to see the original post by Vivian Nunez, please click here

Taking on Social Media Week NYC for the first time was everything I expected and much more. Nonetheless, I could not help but noticing that there was an obvious lack of college students at the events I attended. I am both a current college student and new to the entire #SMWNYC experience. As a result, I inferred that the lack of college students might be rooted on the fact that they don’t know what to expect or that they are unaware of how insightful it is into any kind of career path to be a part of this conversation.

Social media is not just a tool to communicate with your friends or to find out what your favorite celebrity is doing, they actually might not even be the one tweeting figured that one out in the Ghostwriter panel. If used to its fullest potential social media has the power to change our world, think Arab Spring or OWS, but on a smaller scale it can also change the amount of networking connections we establish. Social Media Week really helps to put this power in perspective regardless of the event you attend. I attended events that varied from Sports, Gaming, and Social Media to an event focused on Education, and I learned something from each of them.

There is a lens through which you are able to see different industries and their use of social media that you are just not able to get in a classroom. Listening to different panelists speak on how essential it is to market yourself as a brand and to really use social media as a leverage to establish connections is valuable advice. The tips and facts I learned throughout SMW resonated deeply because they were all techniques I could implement in the present to help me become a well-rounded candidate when it comes to entering the workforce.

College students might think it is a little too early to be attending events that are filled with established social media personalities, but I personally believe that this is the best time for that. Being exposed to so many successful people is not only motivation itself, but it is also an opportunity to network and pick the brains of those that have already traveled the path. It might be slightly intimidating at first to be the youngest and probably only student in an event filled with experts in a specific area, but it is also eye opening. By attending these events as a student or a person in the industry you really show that you are interested in learning more and have a true desire to experience social media first hand and to its full potential.

To see people speak on their experiences with social media and just exactly how it has helped them get to where they are is inspirational. Even more interesting and insightful is to learn how social media is implemented in everything from fashion to politics. All the events really build on the fact that social media is not only here, but it’s here to stay. I think it would only benefit students to take part in these events because they will be able to handle their online brands appropriately, learn how exactly social media affects their career of interest, and ultimately enjoy meeting such incredible experts in social media.

Advisory Board Member Christian Borges: Social Media has revolutionized Back-to-School; Most brands miss the boat.


Christian Borges
is the VP of Marketing at Mr. Youth, the agency known for its innovation, fresh thinking, and awesome atmosphere. He’s spent a good chunk of his career immersed in the world of communications and experiential marketing, creating cutting-edge strategies that engage consumes both online and in the physical world. His resume boasts names such as Deep FocusWeber Shandwick, Ogilvy PR, and Fleishman-Hillard, and we couldn’t be more pleased to have him as part of our SMW NYC Advisory Board.

During SMW12, Christian and his colleague David Yarus, Marketing Manager, are hosting The New College Orientation: How Social Media Has Revolutionized Back-to-School. This not-to-be-missed event at IAB‘s NYC Headquarters will take participants back to their glory days, leading them through the world of those first magical days of university life. Their format is such an interesting take on the freshman experience, we had to learn more.

Tell us more about your event!

We’ve been studying the impact of Social Media on the college consumer for years, and this year we’re revealing some of our most powerful findings to date. Essentially, back-to-school and the college orientation experience has changed dramatically as a result of social media. As soon as students receive acceptance letters in March, they immediately turn to Facebook and create online communities with their incoming class. These hyper-active communities are transforming what was once a week-long orientation in August into an extended journey, where students connect with one another and gather important information online.

By studying the conversations and overall activity across two hundred of the largest Class-of-2015 Facebook communities, we have decoded the back-to-school experience post-by-post. Our analysis reveals an unprecedented understanding of the journey through the lens, lives, and keystrokes of the students themselves. Our event features an immersive sensory experience and in-depth conversation around the findings of this study.

What inspired you?

We wanted to  move away from the typical panel and create something exciting for SMW NYC attendees. We challenged ourselves to break out of the mold and change the game. By collaborating with the IAB and students from around the world, we’ve developed an even that brings the modern back-to-school journey to life.

How many students helped you with your concept?

Ten students from around the globe met weekly for the past month through Google+ Hangouts to collaborate and concept the various builds. There are eight core conversations woven through the six month journey and our team of student creatives developed each conversation into an installation piece. That said, since this data was collected from over 54,000 threads written by over 50,000 students, we’d like to think they helped develop the concept as well.

How has school orientation changed?

Graduating high school represents one of the most formative moments of these students lives. After living under the authority of their parents, students are finally the drivers of their own car: decisions, lifestyle, and their future is up to them. When transitioning to college, students are given the opportunity to redefine who they are and can reshape the identity and reputation they’ve previously developed.

Whether this is for the better or worse is hard to say, but one thing is for certain, as soon as they arrive at school these students are free to make entirely independent purchasing decisions. They form buying patterns and brand loyalties they’ll take with them throughout life. This presents brand marketers an incredible opportunity to add value to the back-to-school journey and maintain relevance to students at the most important time in their lives.

How is the modern high school graduate student unique?

These students grew up on Facebook (since Grade 7)! They tweet, type, and text in the blink of an eye. The world has always been at their fingertips. They don’t want your logo plastered across their chest, they pride themselves on individuality. They demand authenticity and they’re immune to ad-speak. They do their homework while watching TV, chatting online, texting, and playing Words With Friends — all at the same time. Social media is part of their DNA. The question isn’t how is the modern high school student unique, but rather what elements of our own “outdated high school experience” is still applicable today?

Register online for The New College Orientation: How Social Media Has Revolutionized Back-to-School, or send a tweet to Christian or David for more information.