Measuring Social Success

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Presented at the Social Media in Tertiary Education 2014 conference

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Measuring Social Success

  1. 1. Measuring social success Social Media in Tertiary Education Mal Chia @malchia
  2. 2. Playtime is over.
  3. 3. 94% of marketers expect their digital marketing activity to be more measurable Econsultancy ‘State of Digital Marketing in Australia’ 2013
  4. 4. 42% of marketers already incorporate return on marketing investment into their metrics Econsultancy ‘State of Digital Marketing in Australia’ 2013
  5. 5. But what about social?
  6. 6. Don’t let social become a silo Tie social media efforts to your institutions objectives
  7. 7. Stop talking about ROI, Start with what you know Company goals -> Social media program -> Success Now what are your institutions goals and how can you achieve these through social media?
  8. 8. Most common objectives for .edu •  More students •  More researchers •  Improve retention •  Anything else?
  9. 9. “Ford doesn’t have a standalone social media strategy; we have a business strategy supported by social media” Scott Monty Global digital communications, Ford
  10. 10. Social media is a component •  Create a program based on the unique needs of your organisation •  Build it from the ground up •  Customise it
  11. 11. Stop thinking ROI, start thinking value
  12. 12. Start with a Measurement Framework 1.  Identify business objectives 2.  Align social media program with objectives 3.  Establish relevant metrics 4.  Identify the data source 5.  And the affect success has on this metric
  13. 13. Objective Metric Data Source Affect on Metric Drive student growth Prospective student enquiries Google Analytics Increase Improve retention Number of engaged current students on Facebook Facebook Insights Increase Improve student satisfaction Student centre complaints Call centre Decrease
  14. 14. 1. Identify business goals •  Make it SMART •  Can be financial and non-financial
  15. 15. 2. Align social media program with objectives •  Tools are not your program •  Use platforms that help you reach your goals
  16. 16. 3. Establish relevant metrics •  Followers •  Retweets •  Likes •  Comments •  Shares •  Views •  Check-ins What do they mean? Are they even important?
  17. 17. Advanced Metrics •  Share-of-voice •  Sentiment ratios •  Compatriot language analysis •  Influencer analysis
  18. 18. Share of Voice
  19. 19. Sentiment analysis
  20. 20. Sentiment analysis (cont.)
  21. 21. Language analysis
  22. 22. Influencer analysis
  23. 23. Better still…. •  Website visits •  Downloads •  Enquiries •  Enrolments •  Donations •  Registrations •  Backlinks •  Ratings / reviews
  24. 24. 4. Identify the data source •  Facebook Insights •  Statigram •  Radian6 •  Simply Measured •  Twiangulate •  Google Analytics
  25. 25. Become BFFs with Google Analytics •  What impact does social media have on your primary marketing platform? •  What platforms do we know about and should we know about? •  What is happening outside our properties and why?
  26. 26. Look at where traffic is coming from
  27. 27. Create custom segments
  28. 28. Identify trends and analyse
  29. 29. 5. Affect on metric
  30. 30. Recap 1.  Identify business objectives 2.  Align social media program with objectives 3.  Establish relevant metrics 4.  Identify the data source 5.  And the affect success has on this metric
  31. 31. Thanks! Mal Chia Digital Account Director mal@communikate.net.au

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