Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media_Resource Document
Understanding theSocial Shift How State Associations Can Leverage Social Media This document provides supplemental data, tools, tips, resources and suggestions that expand upon the presentation delivered at APSCU2012 for those State Associations who wish to pursue their social media strategy to accomplish business objectives.
How is Social Media Relevant to Business?Social Media is One Component of an Inbound Marketing StrategySocial media is merely one component of an inbound marketing strategy for businesses. If you havegoals of increasing brand awareness, increasing/expanding/improving value perception, improvingcustomer loyalty, increasing revenues, improving collaboration, or a number of other objectives, socialmedia provides a tremendous opportunity to accomplish these objectives.Digital Behavior of ConsumersThe Internet in 2012 By the end of 2012, more than ¾ of the total U.S. population will be online representing 239 million people which is 75.6% of the total populationSocial Networks in 2012 By the end of 2012, 2/3 of web users will use social networks 55% of Americans 45-54 have a profile on a social networking site The biggest growth of any age cohort from 2011 to 2012 was 45-54 year olds who now exhibit participation matching the U.S. average. The only group below average is 55+ and even 3 of 10 are on a social network. 22% of Americans use social networking sites several times per day 16.6% of all online minutes are on social networks (and growing to be most engaging online activity by end of 2012)Ecommerce in 2012 88.1% of US internet users ages 14+ will browse or research products online in 2012 83.9% of internet researchers will make at least one purchase via the web during 2012 Online buyers will reach 154.6 million in 2012Mobile in 2012 Mobile internet users will reach 113.9 million in 2012 Smartphone users will reach 106.7 million By the end of 2012, 94% of Smartphone users will be mobile internet usersOnline Video in 2012 53.5% of the total U.S. population and 70.8% of internet users will watch online video in 2012Sources:U.S. Digital Media Usage Report: eMarketerThe Social Habit: Edison ResearchcomScore 2012 U.S. Digital Future in Focus Report
Understand Your AudienceSocial Technographics LadderIn order to design a social media strategy tailored to your target audience, it helps to have insight abouttheir social computing behaviors. Social computing behaviors can be described by 7 classificationsoutlined below in Forrester’s Social Technographics Ladder explaining each class of social consumer.
Profile Your CustomersThe Social Technology Profile Tool offers an opportunity to gain a better understanding of the socialcomputing behaviors of different audiences by demographic. It can be used to help you betterunderstand your target audience. http://empowered.forrester.com/tool_consumer.html.
Goals and MeasurementThese are a sample of metrics along with tools and ideas on what specific items to measure that alignwith your objective.Awareness Metrics How to MeasurePositive Social Mentions Socialmention (www.socialmention.com)Share of Voice Socialmention (www.socialmention.com)Referral Traffic from Social Google Analytics (www.google.com/analytics)OutpostsNew Visitors from Social Outposts Google Analytics (www.google.com/analytics)Inbound Links Open Site Explorer (www.opensiteexplorer.org)Search Volume Trends Google Insights for Search (www.google.com/insights/search/)Content Consumption Pageviews, downloads, viewsSales Metrics How to MeasureSocial Media-Only Offers Conversions from a social-only campaignsLead Generation Expressed Interest (Request for follow-up, registration, phone/email inquiry from content, etc.)Sales Funnel Behaviors Google Analytics - Conversions, Conversion Rates, Revenues generated from referral trafficLoyalty Metrics How to MeasureLong-term Registration Propensity) Membership Renewal, Event Attendance, Program Participation, etc. (Look at frequency over time)Content Sharing Share metricsContent Subscription Blog Subscribers, Channel Subscribers, Newsletter, etc.Engagement Google Analytics (Unique Visits, Frequency of Visit relative to Recency of Visit, Page Views, Time spent on site)Influence Klout (www.klout.com), PeerIndex (www.peerindex.com)Propensity to Promote (Brand NPS, Customer Surveys, Polls (www.thepolltaker.com),Advocacy) Sentiment (www.socialmention.com)Other ROI OutcomesMarket Research – Using community as a feedback loop (Polls, Responses to Questions, Surveys)Customer Service Efficiencies – Using community to help each otherGroup Learning – No one knows as much as everyone – groups & social learning add value for everyoneLobbying Action – Scale collaboration for political lobbying efforts (Ask for supportive action)Public Relations – Contributing to the private sector story on public channels serves the entire sectorTargeted Relationships – Make one-on-one connections for multiple goals from politics to prospecting