Even The Pope Is On Twitter

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Social media strategy, execution, and analysis for higher education marketing purposes.

Social media strategy, execution, and analysis for higher education marketing purposes.

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  • 1. Even the Pope is on Twitter! Converge Consulting
  • 2. Agenda• Social Media Background and Demographics• Social Media Marketing is Necessary• Social Media Strategy and Metrics• How Do We Really Know if This Stuff Works?!• Questions
  • 3. 6 Tweets & 49,371 Followers
  • 4. LET’S WATCH THIS YOUTUBE VIDEOTO LEARN A BIT MORE
  • 5. How Do We Make Sense ofSocial Media?
  • 6. • 845 Million Active Users• Gender • Male 43% Facebook • Female 57%• Age • 0-24 years 14% • 25-34 years 18% • 35-44 22% • 45+ 46%• Education • Less than HS Diploma 9% • High School 10% • Some College 57% • Bachelor’s or Graduate Degree 24%• Income • $0-$24,999 Income 9% • $25,000- $49,999 33% • $50,000-$99,999 47% • $100,000+ 11%
  • 7. • 127 Million Active Users• Gender • Male 41% • Female 59% Twitter• Age • 0-24 years 19% • 25-34 years 23% • 35-44 25% • 45+ 33%• Education • Less than HS Diploma 9% • High School 8% • Some College 59% • Bachelor’s or Graduate Degree 24%• Income • $0-$24,999 Income 15% • $25,000- $49,999 38% • $50,000-$99,999 37% • $100,000+ 10%
  • 8. • 150 Million Registered Users• Gender • Male 50% • Female 50% LinkedIn• Age • 0-24 years 4% • 25-34 years 15% • 35-44 32% • 45+ 49%• Education • Less than HS Diploma 3% • High School 10% • Some College 37% • Bachelor’s or Graduate Degree 50%• Income • $0-$24,999 Income 7% • $25,000- $49,999 22% • $50,000-$99,999 50% • $100,000+ 21%
  • 9. Blogging• Adding a blog to your site(s) is the best way to reach your target audience with useful and educational information that they are seeking• Blogging also helps your search rankings dramatically• Organizations that blog get 55% more web traffic and 70% more leads than those that don’t
  • 10. Blogging Strategy• Increase recognition • 1 weekly post • Choose one day each week when you will publish a blog post • Add a blog page to your web site or select an alternative blogging platform (we use http://wordpress.org/) • Add RSS button - instructions here• Increase engagement • Add videos and/or photographs to posts • Encourage comments by asking open-ended questions, asking for opinions, and adding poll questions • Respond to people who engage with you in a thoughtful and timely manner
  • 11. Blogging Food for Thought: Link to Ideas for Generating Content
  • 12. Key Blogging Metrics:• Number of posts• Number of comments• Audience growth (unique and return visitors)• Conversation rate• Number of conversions• Subscribers• Inbound links• SEO Improvements
  • 13. Facebook Strategy• Create a Facebook Business page - instructions here• Update once a day with offers regarding deals, pricing information, updates to facilities, etc.• Encourage interaction similarly to how you blog by creating engaging and interactive content
  • 14. Linkedin Strategy• LinkedIn • Build brand awareness by creating a company page • Post a blog post to groups (once per week) • Join relevant groups and share content (blogs, videos, etc.) • Utilize Linkedin Answers to help identify and communicate with prospects • Export your contacts into your CRM and communications funnels
  • 15. Key Social Media Metrics• Referrals and conversions from social networks• Facebook Fans, Likes, Shares, and Comments• Linkedin connections
  • 16. Facebook Metrics: Fans Link to Facebook Fan Analytics
  • 17. Facebook Metrics:Likes, Shares & CommentsLink to Facebook Likes, Shares, and Comments Analytics
  • 18. Twitter Strategy• Promote your school blog post through institutional Twitter account• Check to see if anyone has mentioned or retweeted your brand/tweets (2 minutes per day). Respond if necessary• Take a daily glance at the main people/brands that you follow• Try to send one tweet per day (use Hootsuite for management and scheduling)• Build reputation (followers)• Follow others who are relevant to your institution and marketing efforts• Promote other social networking activities/sites through Twitter
  • 19. 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
  • 20. Key Twitter Metrics Link to Twitter TAGS
  • 21. Key Twitter Metrics Link to Twitter Search Results
  • 22. YouTube Strategy• Create a branded YouTube Channel• Take videos from your cell phones, flip cameras, or other recording devices and upload them to your YouTube account. Try to do this twice per month• Make sure to add robust descriptions, tags, and other meta-information• Embed videos in your blog, on Facebook, and link to them in Twitter
  • 23. Key YouTube Metrics• Number of YouTube channel subscribers• Referrals from YouTube• Views of videos on YouTube• Pages ranking on key terms from YouTube
  • 24. Editorial Calendar: July 2012 Monday Tuesday Wednesday Thursday Friday Saturday Sunday 12 – FB+T 3 – FB+T 4– 5 – FB+T 6 – FB+T 7 8 FB+T+Blog9 – FB+T 10 – 11 – 12 – FB+T 13 – FB+T 14 15 FB+T+Video FB+T+Blog16 – FB+T 17 – FB+T 18 FB+Blog 19. – FB 20 – FB+T 21 22 – The cool – Tweet about event occurs – Blog about the the cool event cool event23 – FB+T 24 – FB+T 25 – 26 – FB+T 27 – FB+T 28 29 FB+T+Blog30 – FB+T 31 – FB+T+Video
  • 25. A Goal-Based Approach to Measuring Effectiveness
  • 26. Email Postcard Facebook Website Magazine Ad LinkedIn TwitterYour Marketing Hub
  • 27. Determine• Landing page• Desired action• How success will be measured • Confirmation page • Form submission • Download PDF
  • 28. Engaged with the Site Went to a landing page Received an email
  • 29. Analyze results in Google Analytics
  • 30. Set Up Google Analytics Goals
  • 31. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
  • 32. Send People to Landing Page• Bit.ly/Goo.gl• QR Code• Redirect goo.gl/K7Z 3j www.convergeconsulting.org/contact-us/request-analytics- consultation/?utm_source=powerpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation
  • 33. Compare/Analyze• Campaigns• Sources• Mediums
  • 34. Sources
  • 35. Make changesDo more of what is workingEliminate what is not working
  • 36. Questions?James Vineburgh, Jr., PhDVP of Research and OperationsConverge Consultingjames@convergeconsulting.org