Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media in Advancement
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For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
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Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media in Advancement
- 1. CASE Social Media & Community Findings: Social Media & Advancement 2016 31 March 2016
- 2. Jennifer Mack jlmack@huronconsulting.com (312)880-5779 HuronConsulting.com Senior Managing Researcher Huron Consulting Group Michael Stoner michael.stoner@mstoner.com (802)457-2889 mStoner.com President and Co-Founder mStoner, Inc.
- 3. Download slides & sign up for white paper bit.ly/CASESocial16
- 4. Download 2015 white paper & data bit.ly/CASESocial15
- 6. Do you promote or boost your content on social media?
- 8. Who boosts/promotes Facebook posts? Who promote tweets?
- 9. How do you decide what Facebook posts you’re going to boost or promote?
- 10. How do you convince leaders at your institution that social media is worth the effort and money?
- 11. Introduction
- 12. This is the seventh year we’ve conducted the Survey of Social Media in Advancement.
- 13. As in previous years, this research is a partnership between the Council for Advancement and Support of Education (CASE), Huron Consulting Group, and mStoner, Inc.
- 14. Our pool of respondents reflects the CASE membership generally.
- 15. Survey Participants Wehadmorethan1100respondentsthisyear. Asinthepast,theyrepresentamixoffunctional areas. 15 30 45 60 Communications Alumni Relations Development (& Annual Fund) Marketing Advancement Services Enrollment Management/Admissions 45% 35% 30% 30% 19% 4%
- 17. Trends Over Time
- 18. Instagram • Usecontinuestorise. • 2016:65percentofrespondentsuseit. • 2015:54percentusedit.
- 19. Snapchat • Usecontinuestorise,butit’sstillminimal. • 2016:15percentofrespondentsuseit. • 2015:5percentusedit.
- 20. Days of Giving • Becomingmoresuccessful! • In2016,45percentofinstitutionssaidthey haddoneaGivingDay. • Ofthose,38percentfoundthemtobevery successful,comparedto28percentin2015.
- 21. Crowdfunding success is on the rise • Useofcrowdfundingisflatover2015. • About15percentofrespondentsusedthis approachin2016. • But:thepercentagewhoconsidertheir crowdfundingtobesuccessfulwentup.
- 22. Social media is important! • 86percentsaysocialmediaismore importantpartofmarketing/commsmix thanthreeyearsago. • Only1percentsayit’slessimportant.
- 24. When convincing institutional leaders of the value of social media, respondents point to the opportunity to connect with new audiences (45%) and engage with young alumni (42%).
- 25. In general, respondents emphasize the value of connecting with new audiences over the ability to raise money using social media.
- 26. Stories we tell Q20.Inyouropinion,whichofthefollowing claimsismosthelpfulinconvincingyour institutionalleadersofthevalueofsocial media? 0 10 20 30 40 50 Connectwithnewaudiences Engageyoungalumni Createamoreinformalinstitutioalvoice Sharecontentgeneratedbyourconstitutents Learnfromsociallistening Connectdonors&specificopptysviacrowdfunding Raisemoremoney 45% 42% 28% 24% 18% 7% 5%
- 27. ‘‘My ‘stories’ consist of statistical, factual information that I know my administration will trust. … social media is where [students] are, and I use reports and information … to encourage leaders to put more resources into this area. . . . I also share trends … to point us in the direction in which we need to move. When I first started, we focused on Facebook. Since then, at least for students, our attention has moved from Facebook to Twitter and from Twitter to Instagram, and we're looking into using Snapchat more ….
- 28. ‘‘[We talk about] converting non- donors who don’t respond to traditional solicitations like phone and email.
- 29. More successful social media users are more likely than less successful ones to stress the value of sharing content generated by constituents and using social media to listen to what stakeholders are saying.
- 30. ‘‘[We highlight] the fact that we can utilize user-generated content that is fresh and changing: [this] gives social media so much value.
- 31. Pay to Play
- 32. Boosting a Post • Postpromotedto75,000fansforfourdays • Budget:$125. • Reach:organic:2,051;paid:16,956. • 8,198paidpostengagements • Costperengagement:$0.01 Thanksto LizGross,GreatLakesEducationalLoanServices,Inc.!
- 33. Advertising to a Custom Audience • 12versionsofthispostusedtoreachrecent studentswhohadnotopenedemails;not postedorganically • Budget:$2,750 • Reached:13,498 • $22CPM • 810clicksfrom498users($3.40CPC) Thanksto LizGross,GreatLakesEducationalLoanServices,Inc.!
- 34. ‘‘Because the organic reach of posts continues to plummet, we boost almost all of our posts.
- 35. 10 20 30 40 50 60 70 Boost posts, advertise or promote on Facebook Advertise or promote on Twitter Advertise or do sponsored updates on LinkedIn Boosting/Promoting/ Advertising • Themostsuccessfulsocialmediausersare morelikelytoboostand/orpromotepostson FacebookandTwitter. • They’remorelikelytoadvertiseonLinkedIn. 59% 18% 12%
- 36. ‘‘I am personally slightly cynical about being ushered towards paid posts by Facebook themselves, who seem to be deliberately limited the reach of 'organic' content. I know from experience that paid posts may have further reach but they don't always reach the people that you want them to reach, even if you are meticulous in your targeting parameters.
- 37. When do we boost? Q5.Whendoyouseethegreatestvaluein advertisingor“promoting”postsonFacebook? 0 10 20 30 40 50 14 17 19 25 29 33 41 Increasingattendanceatanevent Encouragingenagementw/postsconnectedtoimportantcampaign Targetingthosew/specificinterests Targetingageographicarea Encouragingmoreengagementw/mostpopularposts Targetingaspecificagegroup IncreasingawarenessofDay(s)ofGiving
- 38. Be selective about what you boost • Most(68percent)boostnomorethat1in5 Facebookposts. • OnTwitter,thosewhopromotetweets, identify1in10or1in5topromote.
- 39. • Buildonorganicreach. • Compensatefordisappointingorganicreach. • Getnichemessageouttoanicheaudience. • Promoteprioritiessuchasin-personevents orsolicitations. • Reflectotherstrategicpriorities. • Experiment. How do you decide what to boost?
- 40. ‘‘Two key objectives: to accelerate posts that have exceptionally strong organic engagement as a way to increase awareness of our presence, and to further the reach of posts that are tied to strategic directives.
- 41. ‘‘We’ve done it specifically to get reach for a certain post in the hopes of encouraging some action. For example, we found a vinyl LP recorded at a music camp here in the mid 1960s and boosted a post talking about this record to a 50+ year-old audience hoping to find people who might have attended that camp.
- 42. Lessons from the Most Successful
- 43. Be selective about what you boost • Most(68percent)boostnomorethat1in5 Facebookposts. • OnTwitter,thosewhopromotetweets, identify1in10or1in5topromote.
- 44. Use social prospecting • Identifynewprospectsbasedontheir engagementwthsocialmedia. • Identifynewareasofinterestforcurrent prospects,basedontheirengagement withsocialmedia.
- 45. The most successful use these techniques • SponsorDay(s)ofGiving. • Makestronguseofsocialmedia ambassadors. • Havea“ThankaGiver”Day.
- 46. ‘‘Be as specific as possible. Use video. Make it look like content, not an advertisement. Make a soft call to action. Great content gets attention and if you boost your post and it's great content, it will spread beyond the campaign dollar amount.
- 47. ‘‘Target stories to audiences to increase brand awareness. For example if you have a post about a professor who is discussing the Greek Debt Crisis consider spending money to promote it to people in Greece or the European Union.
- 48. Thank You!