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

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

  1. 1. Skills Lab: Social Media Analytics & ROI Marty Bennett Institute of International Education Shane Hoon Georgetown University Adina Lav George Washington University
  2. 2. Plan for this session • Share our experiences – Analytics – ROI • Get your input • Demo some services • Create a to-do list
  3. 3. Quick Survey http://owl.li/mhYE1
  4. 4. Adina M. Lav School of Engineering & Applied Science
  5. 5. Marketing Recruiting Admissions Student Services • All non-academic advising • Records management • Retention • Career services Scope
  6. 6. Drupal website • Consistent branding • Consistent messaging • Mobile-ready • Translations in 18 languages • Embedded chat • Student-centric navigation • Landing pages Infrastructure- website
  7. 7. CRM • Robust and dynamic communications plans by student lifecycle • Prospective students • Applicants • Admitted students • Current students Infrastructure- CRM
  8. 8. 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?
  9. 9. 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
  10. 10. 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
  11. 11. Adina M. Lav adinalav@gwu.edu LinkedIn: www.linkedin.com/in/adinalav/ Contact me
  12. 12. FB page free services • FB Insights • www.edgerankchecker.com • www.cscore.recommend.ly (Conversation Score) • www.minilytics.com (Page Lever) • www.likealyzer.com (Likealyzer)
  13. 13. Cross platform services • HootSuite.com (free and paid) • Crowdbooster.com (paid only, min. $72/year) • Bit.ly (free & paid) • Mention.net (free and paid)
  14. 14. Mention
  15. 15. Takeaways / To-Do Lists • What’s on your list?
  16. 16. Thanks!

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