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Social Media Analytics & ROI (Forum 2013 skills lab) presentation

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Marty Bennett
Marty Bennett

This document summarizes a session on social media analytics and ROI for education institutions. It discusses experiences with analytics and ROI, infrastructure like websites and CRM systems, social media platform and resource considerations, and ways to measure engagement and ROI. Contact information is provided for the presenters to discuss specific questions.

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Skills Lab: Social Media Analytics & ROI Marty Bennett Institute of International Education Shane Hoon Georgetown University Adina Lav George Washington University
Plan for this session • Share our experiences – Analytics – ROI • Get your input • Demo some services • Create a to-do list
Quick Survey http://owl.li/mhYE1
Adina M. Lav School of Engineering & Applied Science
Marketing Recruiting Admissions Student Services • All non-academic advising • Records management • Retention • Career services Scope
Drupal website • Consistent branding • Consistent messaging • Mobile-ready • Translations in 18 languages • Embedded chat • Student-centric navigation • Landing pages Infrastructure- website
CRM • Robust and dynamic communications plans by student lifecycle • Prospective students • Applicants • Admitted students • Current students Infrastructure- CRM
Know your audience • Not just students!- EdUSA, government agencies, mom and dad! • Geographical considerations • Cultural considerations Go deep on one or two platforms Social Media- which platforms?
Budget • Gradual shift of marketing budget from traditional to social media, and back again (a little bit) Human resources • Creating a culture of social media • When to use student help Social Media- resources
What does a retweet or like really mean? How do we measure engagement? A bottom-up phenomenon: leading the conversation in your institution by creating baseline metrics Social media- ROI
Adina M. Lav adinalav@gwu.edu LinkedIn: www.linkedin.com/in/adinalav/ Contact me
FB page free services • FB Insights • www.edgerankchecker.com • www.cscore.recommend.ly (Conversation Score) • www.minilytics.com (Page Lever) • www.likealyzer.com (Likealyzer)
Cross platform services • HootSuite.com (free and paid) • Crowdbooster.com (paid only, min. $72/year) • Bit.ly (free & paid) • Mention.net (free and paid)
Mention
Takeaways / To-Do Lists • What’s on your list?
Thanks!

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Social Media Analytics & ROI (Forum 2013 skills lab) presentation

  • 1. Skills Lab: Social Media Analytics & ROI Marty Bennett Institute of International Education Shane Hoon Georgetown University Adina Lav George Washington University
  • 2. Plan for this session • Share our experiences – Analytics – ROI • Get your input • Demo some services • Create a to-do list
  • 4.
  • 5.
  • 6.
  • 7. Adina M. Lav School of Engineering & Applied Science
  • 8. Marketing Recruiting Admissions Student Services • All non-academic advising • Records management • Retention • Career services Scope
  • 9. Drupal website • Consistent branding • Consistent messaging • Mobile-ready • Translations in 18 languages • Embedded chat • Student-centric navigation • Landing pages Infrastructure- website
  • 10. CRM • Robust and dynamic communications plans by student lifecycle • Prospective students • Applicants • Admitted students • Current students Infrastructure- CRM
  • 11. Know your audience • Not just students!- EdUSA, government agencies, mom and dad! • Geographical considerations • Cultural considerations Go deep on one or two platforms Social Media- which platforms?
  • 12. Budget • Gradual shift of marketing budget from traditional to social media, and back again (a little bit) Human resources • Creating a culture of social media • When to use student help Social Media- resources
  • 13. What does a retweet or like really mean? How do we measure engagement? A bottom-up phenomenon: leading the conversation in your institution by creating baseline metrics Social media- ROI
  • 14. Adina M. Lav adinalav@gwu.edu LinkedIn: www.linkedin.com/in/adinalav/ Contact me
  • 15. FB page free services • FB Insights • www.edgerankchecker.com • www.cscore.recommend.ly (Conversation Score) • www.minilytics.com (Page Lever) • www.likealyzer.com (Likealyzer)
  • 16.
  • 17. Cross platform services • HootSuite.com (free and paid) • Crowdbooster.com (paid only, min. $72/year) • Bit.ly (free & paid) • Mention.net (free and paid)
  • 18.
  • 19.
  • 21. Takeaways / To-Do Lists • What’s on your list?