0
Finding Actionable Information
in your
Social Media Data
Finding Actionable
Information in your Social
Media Data
Tim Ponisciak
University of Notre Dame
Mendoza College of Busines...
The World of Graduate Alumni Relations
12,000 Alumni

6,200 MBA

2,000 MSA

2,100 EMBA

1,700 MNA

• Work for: E&Y, Deloit...
The World of Graduate Alumni Relations

• Goal
• Engage and involve our graduate business alumni so
the College of Busines...
Our Social Media Landscape
How does this compare?
• Notre Dame Alumni Association (approximately 130,000

living alumni)
• Facebook – 24,059 (18%)
• ...
Current Landscape for ND Social Media
Our focus
• College of Business related information
• Notre Dame related content
• Business related articles of interest
Social Media For Alumni
• What percentage of alumni list Facebook as a preferred

method for receiving updates from their ...
Art vs. Science
• How do we handle our

social media posting?
• Real time

• How much time do you

spend on working on
soc...
Our Conversations
• Odd fact – unique news story
• Invitation
• Well wishes
• Or… Notre Dame football
Our Social Media Conversation
• What are topics that you

typically cover in your social
media posts?

• College of Busine...
Topics
College of Business Post
Topics
Notre Dame Post
Topics
ND Football Post
Topics
Event Post
Topics
Form Post
Topics
General Business Post
Number of Facebook Posts
Tone
Questioning/Stimulating Interaction
Tone
Congratulatory/Well Wishes
Tone
Nostalgic/Student Experience
Tone
Informative
Tone
Reminder
Tone – Breakdown of Facebook Posts
Pieces of Data
• Likes
• Views
• Comments
• Clicks from Bit.ly
Sorting everything out
Sorting everything out
Sorting Everything Out
Sorting Everything Out
Sorting Everything Out
The Words We Use
Tepper School of Business
Goizueta School of Business
Use of photos

Is there a
photo
included?

Avg.
Number of
Views

Avg.
Number of
Likes

No

522

10

Yes

924

17
Use of Links
Was a link
included?

Avg. Number
of Views

Avg. Number
of Likes

No

905

16

Yes

460

9
Bit.ly Clicks
Link Type

Avg. Number of Clicks

Number of Articles

College of Business

22

23

Event

15

17

Football

...
Click Throughs
Link

Clickthroughs Category

New business research
database available to alumni

155

College of
Business
...
How does this help us formulate our
strategy?
• Have students to take more photos/video

• Assign a staff member to each e...
Thank you!
Contact Info:
Tim Ponisciak
Graduate Alumni Relations Director
tponisci@nd.edu
574-631-4859
Facebook: Universit...
CASE V Presentation: Alumni Relations Social Media Measurement
CASE V Presentation: Alumni Relations Social Media Measurement
CASE V Presentation: Alumni Relations Social Media Measurement
CASE V Presentation: Alumni Relations Social Media Measurement
CASE V Presentation: Alumni Relations Social Media Measurement
CASE V Presentation: Alumni Relations Social Media Measurement
CASE V Presentation: Alumni Relations Social Media Measurement
CASE V Presentation: Alumni Relations Social Media Measurement
CASE V Presentation: Alumni Relations Social Media Measurement
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CASE V Presentation: Alumni Relations Social Media Measurement

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Learn more about how to review and analyze your social media data for alumni relations. This presentation was originally delivered at the CASE V Midwest Conference in December of 2013 in Chicago. In my role overseeing graduate business alumni communications for the University of Notre Dame's College of Business, I manage a Facebook and LinkedIn page with over 2,200 followers for each. This presentation provides an overview of a year-long study conducted to discover new insights into just what is most likely to peak the interest of our alumni base.

Published in: Marketing, Education, Business
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  • I am a higher ed professional who has focused on young alumni fundraising and graduate business alumni relations. For inquiries, please email Tim Ponisciak at tponisci@gmail.com.
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Transcript of "CASE V Presentation: Alumni Relations Social Media Measurement"

  1. 1. Finding Actionable Information in your Social Media Data
  2. 2. Finding Actionable Information in your Social Media Data Tim Ponisciak University of Notre Dame Mendoza College of Business
  3. 3. The World of Graduate Alumni Relations 12,000 Alumni 6,200 MBA 2,000 MSA 2,100 EMBA 1,700 MNA • Work for: E&Y, Deloitte, PwC, KPMG, IBM, Boeing, Target • What they do: Finance, Sales, Operations, Accounting, Marketing, Consulting
  4. 4. The World of Graduate Alumni Relations • Goal • Engage and involve our graduate business alumni so the College of Business has a stronger current student experience and alumni network
  5. 5. Our Social Media Landscape
  6. 6. How does this compare? • Notre Dame Alumni Association (approximately 130,000 living alumni) • Facebook – 24,059 (18%) • LinkedIn – 34,123 (26%) • Twitter – 3,417 (2.6%)
  7. 7. Current Landscape for ND Social Media
  8. 8. Our focus • College of Business related information • Notre Dame related content • Business related articles of interest
  9. 9. Social Media For Alumni • What percentage of alumni list Facebook as a preferred method for receiving updates from their alma mater?* • 25% • LinkedIn – 8%, Twitter – 5% • Does this correlate with any alumni actions? • More likely to:* • Make a gift in the next year • Rank alma mater 1 or 2 for philanthropic priority • Believe alma mater is worthy of support • Attend alumni events *Eduventures 2013 Webinar - Three Unexpected Insights: What Really Matters to Alumni
  10. 10. Art vs. Science • How do we handle our social media posting? • Real time • How much time do you spend on working on social media? • How far in advance do you plan your content posting?
  11. 11. Our Conversations • Odd fact – unique news story • Invitation • Well wishes • Or… Notre Dame football
  12. 12. Our Social Media Conversation • What are topics that you typically cover in your social media posts? • College of Business • Notre Dame • Football • Event marketing • Form marketing • General business
  13. 13. Topics College of Business Post
  14. 14. Topics Notre Dame Post
  15. 15. Topics ND Football Post
  16. 16. Topics Event Post
  17. 17. Topics Form Post
  18. 18. Topics General Business Post
  19. 19. Number of Facebook Posts
  20. 20. Tone Questioning/Stimulating Interaction
  21. 21. Tone Congratulatory/Well Wishes
  22. 22. Tone Nostalgic/Student Experience
  23. 23. Tone Informative
  24. 24. Tone Reminder
  25. 25. Tone – Breakdown of Facebook Posts
  26. 26. Pieces of Data • Likes • Views • Comments • Clicks from Bit.ly
  27. 27. Sorting everything out
  28. 28. Sorting everything out
  29. 29. Sorting Everything Out
  30. 30. Sorting Everything Out
  31. 31. Sorting Everything Out
  32. 32. The Words We Use
  33. 33. Tepper School of Business
  34. 34. Goizueta School of Business
  35. 35. Use of photos Is there a photo included? Avg. Number of Views Avg. Number of Likes No 522 10 Yes 924 17
  36. 36. Use of Links Was a link included? Avg. Number of Views Avg. Number of Likes No 905 16 Yes 460 9
  37. 37. Bit.ly Clicks Link Type Avg. Number of Clicks Number of Articles College of Business 22 23 Event 15 17 Football 12 3 Form 197 2 General Business 13 16 Notre Dame 21 23
  38. 38. Click Throughs Link Clickthroughs Category New business research database available to alumni 155 College of Business Meet the new graduate alumni board 79 College of Business Mendoza brings in top business execs 76 Event Marketing Email Marketing – the most and least effective keywords 72 General business Alumni Award Winners Announced 68 College of Business Graduate Alumni Tailgate Registration 64 Event Marketing
  39. 39. How does this help us formulate our strategy? • Have students to take more photos/video • Assign a staff member to each event to take photos • Focus more on messages about the College of Business, and less on general business articles • Diversify our posts so we also talk more about MSA and MNA news • Increase number of posts advertising local alumni events • Plan each week to have: 2-3 College of Business posts, one post that is either football or ND related, and then fill in with events and reminders as appropriate • Find more news to make people feel proud to be a part of our College • Coordinate with students to create network to find/create more content related to the student experience • Utilize more action verbs
  40. 40. Thank you! Contact Info: Tim Ponisciak Graduate Alumni Relations Director tponisci@nd.edu 574-631-4859 Facebook: University of Notre Dame Mendoza College of Business Graduate Alumni LinkedIn: University of Notre Dame Mendoza College of Business Graduate Alumni Relations
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