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

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

4. 6 Tweets & 49,371 Followers

5. LET’S WATCH THIS YOUTUBE VIDEO
TO LEARN A BIT MORE

6. How Do We Make Sense of
Social Media?

9. • 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%

10. • 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%

11. • 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%

12. 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

13. 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

14. Blogging Food for Thought:
Link to Ideas for Generating Content

15. 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

16. 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

17. 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

18. Key Social Media Metrics
• Referrals and conversions from social networks
• Facebook Fans, Likes, Shares, and Comments
• Linkedin connections

19. Facebook Metrics: Fans
Link to Facebook Fan Analytics

20. Facebook Metrics:
Likes, Shares & Comments
Link to Facebook Likes, Shares, and Comments Analytics

21. 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

22. 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

23. Key Twitter Metrics
Link to Twitter TAGS

24. Key Twitter Metrics
Link to Twitter Search Results

25. 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

26. Key YouTube Metrics
• Number of
YouTube channel
subscribers
• Referrals from
YouTube
• Views of videos on
YouTube
• Pages ranking on
key terms from
YouTube

27. Editorial Calendar: July 2012
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1
2 – FB+T 3 – FB+T 4– 5 – FB+T 6 – FB+T 7 8
FB+T+Blog
9 – FB+T 10 – 11 – 12 – FB+T 13 – FB+T 14 15
FB+T+Video FB+T+Blog
16 – 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 event
23 – FB+T 24 – FB+T 25 – 26 – FB+T 27 – FB+T 28 29
FB+T+Blog
30 – FB+T 31 –
FB+T+Video

28. A Goal-Based Approach to
Measuring Effectiveness

29. Email
Postcard
Facebook
Website
Magazine Ad LinkedIn
Twitter
Your Marketing Hub

30. Determine
• Landing page
• Desired action
• How success will be measured
• Confirmation page
• Form submission
• Download PDF

31. Engaged with
the Site
Went to a
landing page
Received an email

32. Analyze results in Google Analytics

33. Set Up Google Analytics Goals

34. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2
Bfund

35. 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

36. Compare/Analyze
• Campaigns
• Sources
• Mediums

37. Sources

38. Make changes
Do more of what is working
Eliminate what is not working

39. Questions?
James Vineburgh, Jr., PhD
VP of Research and Operations
Converge Consulting
james@convergeconsulting.org