Social Media… you can measure it!Ann Oleson, Converge Consulting
National Philanthropy Day!That’s How It’s Done In Texas: Philanthropy Made Rice What It IsToday is National Philanthropy Day, "the special day set aside to recognizeand pay tribute to the great contributions that...Keep Reading
Our Time Together• Social Media, “It’s about people”• Social Media Strategy and Metrics• How Do We Really Know if This Stuff Works?• Case study- Centennial• Questions
LET’S WATCH THIS YOUTUBE VIDEOTO LEARN A BIT MORE
MeasurementIf you can track it,you can measure it.If you can measure it,you can improve upon it.
Create a plan http://www.dilbert.com/strips/comic/2011-10-30/http://www.ﬂickr.com/photos/foxypar4/2168375264/
Social Media Strategy• Goal• Channel• Reach/Credible• Sustainable• MeasureableSource: www.admissionslab.com4 Keys to Putting your Social Media Strategy to Work
Results• Over 1500 Tweets #AMAHigherEd• Reward for Engagement Random Drawing almost 50% of the attendees• Top Tweeter 66 tweets in 3 days• Most retweeted 22times @lizgross144 “The Marketing Office isNot a Kinko’s.” #AMAHihgerEd
Goal for Social Media • Direct action (drive dollars and donors) • Engagement (connected with young alums) • Customer Service (find out what people are happy/unhappy with) • Campaign (short burst)
Key Blogging Metrics:• Number of posts• Number of comments• Audience growth (unique and return visitors)• Number of conversions• Subscribers• Inbound links
Just Launched! Hail It ForwardGive back to your Michigan community by sharing one-to-one career guidance with U-M alumni andstudents, including assistance with mentoring, professional branding, relocation, and employmentopportunities. For example, Zachary Rable, 10, is looking for an internship/shadowing opportunityin the field of urban planning. It takes only a few minutes through Facebook. To help grow yourMichigan community and help Zachary, visitfacebook.com/Michiganalumni and click on the Hail It Forward application tab.
Key Social Media Metrics• Referrals from social networks• Conversions from social networks• Facebook Fans, Likes, Shares, and Comments
Facebook Metrics: Fans Link to Facebook Fan Analytics
Linked In• Connections• Who has viewed page/profile• Number of Groups• Advanced analytics
Key Twitter Metrics• Number of Followers• 2nd-order followers (follower’s follower count)• Velocity: average of first-and second- order followers attracted per day since the account was established• Social Capital: Influence of twitter followers• Centralization: How much influence (reach) is invested in a small number of followers• Pages ranking on key terms from microblogging sites