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Measuring
social success
Social Media in
Tertiary Education
Mal Chia
@malchia
Playtime is over.
94% of marketers expect their digital
marketing activity to be more
measurable
Econsultancy ‘State of Digital Marketing in...
42% of marketers already incorporate
return on marketing investment into
their metrics
Econsultancy ‘State of Digital Mark...
But what about social?
Don’t let social
become a silo
Tie social media
efforts to your
institutions
objectives
Stop talking about ROI,
Start with what you know
Company goals -> Social media program -> Success
Now what are your instit...
Most common objectives for .edu
•  More students
•  More researchers
•  Improve retention
•  Anything else?
“Ford doesn’t have a
standalone social media
strategy; we have a business
strategy supported by social
media”
Scott Monty
...
Social media is a component
•  Create a program based on the unique needs of
your organisation
•  Build it from the ground...
Stop thinking ROI,
start thinking value
Start with a Measurement Framework
1.  Identify business objectives
2.  Align social media program with objectives
3.  Est...
Objective Metric Data Source Affect on Metric
Drive student
growth
Prospective student
enquiries
Google Analytics Increase...
1. Identify business goals
•  Make it SMART
•  Can be financial and non-financial
2. Align social media program with
objectives
•  Tools are not your program
•  Use platforms that help you reach your goals
3. Establish relevant metrics
•  Followers
•  Retweets
•  Likes
•  Comments
•  Shares
•  Views
•  Check-ins
What do they
m...
Advanced Metrics
•  Share-of-voice
•  Sentiment ratios
•  Compatriot language analysis
•  Influencer analysis
Share of Voice
Sentiment analysis
Sentiment analysis (cont.)
Language analysis
Influencer analysis
Better still….
•  Website visits
•  Downloads
•  Enquiries
•  Enrolments
•  Donations
•  Registrations
•  Backlinks
•  Rat...
4. Identify the data source
•  Facebook Insights
•  Statigram
•  Radian6
•  Simply Measured
•  Twiangulate
•  Google Analy...
Become BFFs with Google Analytics
•  What impact does social media have on your
primary marketing platform?
•  What platfo...
Look at where traffic is coming from
Create custom segments
Identify trends and analyse
5. Affect on metric
Recap
1.  Identify business objectives
2.  Align social media program with objectives
3.  Establish relevant metrics
4.  I...
Thanks!
Mal Chia
Digital Account Director
mal@communikate.net.au
Measuring Social Success
Measuring Social Success
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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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