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Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement
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Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in Advancement

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This presentation was given at the CASE Social Media & Community Conference in Marina Del Rey on 19 March 2014. It provides initial findings and observations from the 2014 Survey of Social Media & …

This presentation was given at the CASE Social Media & Community Conference in Marina Del Rey on 19 March 2014. It provides initial findings and observations from the 2014 Survey of Social Media & Advancement sponsored by CASE, Huron Education, and mStoner, Inc.

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  • 1. BENCHMARKING YOUR INITIATIVES Findings from the 2014 Survey of Social Media in Advancement 1
  • 2. m mStoner 2
  • 3. m PRESENTERS Michael Stoner President, mStoner, Inc. Michael.Stoner@mStoner.com mStoner.com @mstonerblog Jennifer L. Mack Senior Researcher, Huron Consulting Group JLMack@HuronConsultingGroup.com HuronConsultingGroup.com 3
  • 4. AGENDA 1. Background info 2. Leaders and social media 3. Channels and how they’re used 4. Social media & and fundraising 4
  • 5. FACTS • Fifth annual survey • Sponsors: CASE, Huron Consulting Group, mStoner • Mailed to 61,220 CASE members • 1,963 responses Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 5
  • 6. DEMOGRAPHICS 15% 85% US & Canada International 48% 52% Private Public Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 6
  • 7. DEMOGRAPHICS Institution Type (US only) Doc/Research U Baccalaureate Master's Col/U Ind Elem/Sec Associate's Other 0 7.5 15 22.5 30 Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 7
  • 8. DEMOGRAPHICS Number of students (full- and part-time) Less than 1,000 1,000-4,900 5,000-9,999 10,000-19,999 20,000+ 0 7 14 21 28 Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 8
  • 9. DEMOGRAPHICS Respondent’s Immediate Unit, Department or Division Communications Alumni Relations Development Marketing Advancement Svcs Enrollment or Admissions Other 0 12.5 25 37.5 50 Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 9
  • 10. FOCAL POINTS FOR 2014 • When leaders have a presence on social media • Latest shifts in commonly used channels—and which are most successful • Social media in fundraising • Social media in stewardship Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 10
  • 11. TOP FIVE GOALS Engage alumni Create, sustain, improve brand image Increase awareness, advocacy, rankings Engage current studets Build internal community 0 22.5 45 67.5 90 Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 11
  • 12. SOCIAL MEDIA IN CAMPAIGNS 2014 2013 2012 0 19 38 56 75 Has your unit used one or more social media channels as part of a broader, planned campaign to achieve a specific goal? Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 12
  • 13. LEADERS & SOCIAL MEDIA 13
  • 14. SOCIAL MEDIA USE BY LEADERS No Yes, on Twitter Yes, on Facebook Yes, on a blog Yes, on LinkedIn Yes, on another channel 0 15 30 45 60 Q9. Does the leader of your institution (president, head, etc.) use social media in his/her professional role? Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !A little less than half of respondents report that the leader of their institution has a social media presence, and Twitter is the most common platform (25%). 14
  • 15. MEASURING EFFECTIVENESS No Active friends/followers or # of comments Anecdotal feedback Click-throughs to website Another method 0 17.5 35 52.5 70 Q9. Has your institution attempted to measure whether these efforts by your leader are successful? Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !Most (68%) report that there is no attempt to measure the effectiveness of these efforts. !Respondents who consider their institution to be very successful in social media (the top 4 or 5 on a 5-point scale) are more likely than their less-successful peers to measure the success of their leader’s use of social media: 39%, compared to 28%. 15
  • 16. TWITTER: KEY TOOL FOR LEADERS Respondents who consider their institution to be very successful in social media: •Are slightly more likely to have a leader who uses social media (47% compared to 43%) •More often reported that their leader has a voice on Twitter (31% among the very successful, compared to 23% among all others). Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !Public institutions are more likely than private ones to have a leader who uses social media (50% among public vs. 42% among private), and this gap is made up almost entirely by the difference in the percentage who use Twitter (29% vs. 22%). 16
  • 17. CHANNELS & HOW THEY’RE USED 17
  • 18. CHANNELS & THEIR USE • Facebook, Twitter, LinkedIn & YouTube are still the most commonly used channels • Instagram use jumped 15% in one year, making it the fifth most commonly used channel • In their first year on the survey, Vimeo & Vine are used by 16% and 9% respectively Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 18
  • 19. MOST-USED CHANNELS Facebook Twitter LinkedIn YouTube Instagram Flickr Blogs Pinterest Google+ Institutional site that aggregates SNS* Social communities from vendors* Vimeo Community created inhouse* Tumblr Vine Geosocial service WhatsApp 0 25 50 75 100 Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !*Exact wording: !An institutional website that is a an aggregator of social network sites. Social communities provided by vendors through proprietary software. [i.e., iModules, Harris Connect, or similar] Geosocial services (such as Foursquare or SCVNGR) 19
  • 20. TOP FIVE MOST SUCCESSFUL Facebook Twitter LinkedIn YouTube Instagram 0 22.5 45 67.5 90 Q15. Which of the following do you consider the most successful in meeting your goals? Please select up to three . . . . Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !More respondents are finding Twitter to be their most successful tool: 58%, up from 49% last year; Instagram also went up, from 5% to 14%. 20
  • 21. THOUGHTS ABOUT TWITTER • “Listen and observe. When we started using Twitter, most of our engagement was with businesses and community influencers/ resources (chambers, associations, libraries, school districts). Almost overnight in fall semester 2011, we noted that incoming and current students began using Twitter to ask questions, comment on experiences (good and bad) and they had an expectation that we would engage with them.” • “On Twitter, we've learned the best approach is listening to and amplifying our audience activity. Responding and retweeting relevant content make it more about them, not us, which has greatly improved our reach, interaction and effectiveness.” Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 21
  • 22. MATCHING CHANNEL & AUDIENCE Q13. Which types of social media do you (your unit) use for each of the specific audiences below? Alumni Students Parents Donors Facebook 90% 72% 54% 57% Twitter 73% 63% 43% 47% LinkedIn 73% 34% 15% 28% YouTube 56% 54% 40% 44% Instagram 32% 33% 16% 15% Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !More respondents are finding Twitter to be their most successful tool: 58%, up from 49% last year; Instagram also went up, from 5% to 14%. 22
  • 23. THOUGHTS ABOUT INSTAGRAM • “Despite the early misinformation that ‘teens don't tweet’ (which we never bought anyway), they are exceedingly active on Twitter, and increasingly Instagram.” • “Instagram has been a huge success for us—but we specifically target current students, high school students, and young alumni.” • “We launched Instagram in fall 2013 and saw it grew creatively to more than 800 followers by the end of the semester. Although it's much smaller than our followings on both Twitter and Facebook, our followers there seem more engaged and representative of our current students.” Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 23
  • 24. EMAIL & SOCIAL MEDIA Email is more successful than some ... Email is more successful than all ... Social media selected are more successful ... Other 0 10 20 30 40 50 Q16. Compared to the social media above, how successful is email in meeting your unit’s goals? Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !More respondents are finding Twitter to be their most successful tool: 58%, up from 49% last year; Instagram also went up, from 5% to 14%. 24
  • 25. SOCIAL MEDIA IN FUNDRAISING 25
  • 26. SUCCESSFUL CHANNELS Facebook Twitter YouTube LinkedIn Instagram 0 22.5 45 67.5 90 Most successful for yr goals overall Most successful for fundraising Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !Respondents are nearly as likely to see Facebook and YouTube as useful for fundraising as they are to see them as successful for their overall goals. On the other hand, Twitter, LinkedIn, and Instagram are much less commonly seen as useful for fundraising – though they have served this purpose for some. 26
  • 27. MORE INSTITUTIONS USE SM TO RAISE MONEY 2014 2013 0 25 50 75 Q29. Does your institution use social media channels to raise money from donors? 2014 2013 0 11 22 33 44 Q32. Approximately how much money did your institution raise through social media channels in FY13? (Percentage who raised more than $10K) Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !The majority said that their institution raised less than $10K with social media. But the number who raised more than $10K has risen over last year. !This year we asked what percentage of total fundraising was raised through social media; most said (82%) said 5% or less. So it is a small, but growing, part of the fundraising pie. ! 27
  • 28. SOCIAL MEDIA IN STEWARDSHIP . . . solicitations . . . to thank donors . . . to keep them up to date 0 25 50 75 100 Q35. For which of the following types of fundraising does your institution use social media in annual giving? Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !SM is commonly used for solicitation as well as thank-yous and other communications for annual fund gifts (70% or more use SM for each). 28
  • 29. MAJOR AND PRINCIPAL GIFTS for solicitations to thank donors keep them up to date on news 0 25 50 75 100 Major Gifts Principal Gifts Q35. For which of the following types of fundraising does your institution use social media? [654 responding] Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !For major gifts and principal gifts, SM is most commonly used to keep donors up to date on news (48%, 35% respectively), less commonly to thank them (23%, 15%), and only rarely to solicit gifts (5%, 4%). 29
  • 30. MULTI-CHANNEL THANK YOUS 30% 66% 4% Use SM exclusively Use social & other channels Use non-social channels exclusively Q36. What channels does your institution use for the following? ! Thanking donors who gave to a social-media-based fundraising campaign . . . [566 responding] Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !When donors give to a social media based campaign, the majority say they thank them through both social media and non-social-media; very few (4%) thank them through social media alone. The same holds for updating these donors on institutional news. 30
  • 31. MULTI-CHANNEL THANK YOUS 19% 76% 5% Use SM exclusively Use social & other channels Use non-social channels exclusively Q36. What channels does your institution use for the following? ! Sharing updates and institutional news with donors who gave to a social- media-based fundraising campaign . . . [540 responding] Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF !When donors give to a social media based campaign, the majority say they thank them through both social media and non-social-media; very few (4%) thank them through social media alone. The same holds for updating these donors on institutional news. 31
  • 32. NEXT MOVES IN FUNDRAISING • Greater use of ambassadors • Direct giving functionality (Facebook donate button) • Day of giving campaign • Kickstarter-style/microfunding/crowdsourcing Research from CASE/Huron Consulting Group/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF 32
  • 33. MORE RESOURCES 33
  • 34. 2014 Topline Report: mstnr.me/1eilekF Best Practices in Social Media Summary of Findings from the Fifth Comprehensive Study of Social Media Use by Schools, Colleges and Universities March 18, 2014 Social Works: mstnr.me/TkXwLu 2013 White paper: mstnr.me/18GBqct Download top line report of 2014 findings at: mstnr.me/1eilekF !Download 2013 Social Media & Advancement white paper: mstnr.me/18GBqct !Download 2012 Social Media & Advancement white paper: mstnr.me/CASESMA2012 !More info on Social Works page: mstnr.me/TkXwLu; Sample chapter (FSU's Great Give campaign): mstnr.me/ Xjzr6M !! 34

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