A presentation on how web analytics and a sound social media strategy can boost your higher ed web presence in an effort to increase traffic and conversions for your campus. What comes first, publishing that web page or sending that tweet? What types of data and analytics can help us determine best case use of social media and web content output? How do visuals impact our messaging needs? Social media and web management for higher education institutes are busy environments.

1. Improve your online presence with
data and a sound social strategy
Taras Kufel • April 2016

2. Hello
Taras.Kufel@SUNY.edu
SUNY Assistant Director For Digital Engagement
@TKufel

3. Today
1. Audit your campus social media accounts
2. Create goals for your social media/web strategy
3. How to influence your goals with data

5. What do we do?

6. What do we do?

7. How we
measure
75-100,000 page views per month
SUNY.edu home page
250-350,000 page views per month
39,800
likes
17,800
followers
5,300
followers
8,100
followers

8. Progress
How do we get here?

9. Definitions
• social media
any means of distributing content on the web
• perception
how people see you, regardless of reality
• stakeholders
prospective, current, past students +
community

10. Hey
social media is not the only way of achieving your
college or university’s communications objective

11. Hey
use tools for their purpose
beautiful
photography
news & concise messages
engaging, high-impact stories
direct engagement

12. Part One
Audit
YOUR
SOCIAL MEDIA
ACCOUNTS

13. Audit Accounts
Engagement and
growth rate

14. Audit Accounts
WHEN IS THE
LAST TIME YOU
REFRESHED
YOUR
PRESENCE?

15. Audit Accounts
3 REASONS WHY
1. Things change over time
2. There’s more competition than ever before
3. Social activity helps increase SEO and rankings

16. Audit Accounts
perception
is driven by look and feel

17. Audit Accounts
People, and students, are busy.
Keep it
CONSISTENT
CLEAN
CONCISE

18. Audit Accounts
Our competition

19. Audit Accounts

20. Audit Accounts

21. Audit Accounts

22. Audit Accounts
DISCUSS
WILL YOU
REFRESH YOUR
PRESENCE?

23. Part Two
Create Goals and
MESSAGE
WITH A
PURPOSE

24. Part Two
Who are you
talking to?

25. Part Two

26. Part Two

27. Part Two
Language is important.

28. Part Two
Are you talking to the
right people, the right
way?
DISCUSS

29. HOW DO YOU
MEASURE
SUCCESS?
Goals

30. Page Views
Goals
Deep
Content
Referrals
Downloads
OTHER?

31. Goals
where are you sending

32. Set milestones
(visits, clicks, dollars)
Record performance
(web analytics)
React to results
(continue, modify, stop?)
Good
Better
Best
Goals

33. WILL YOU REFORM HOW
YOU
MEASURE SUCCESS?
Goals
DISCUSS

34. Part Three
IMPACT YOUR GOALS
WITH DATA

35. Impact Goals
Know your audience
Know your competition

36. Impact Goals
3 REASONS WHY
1. Opportunity for impactful stories
2. Extensive distribution potential
3. Superior SEO placement

37. Impact Goals
THINK ABOUT YOUR CONTENT:
HOW WILL WE PUSH ON
SOCIAL?
WHO IS ITS AUDIENCE?
WHAT TIME OF DAY WILL IT GO?

38. Impact Goals
Writing for the web has dramatically
changed in recent years

39. Impact Goals

40. Impact Goals

41. Impact Goals
National Center for Biotechnology Information, U.S. National Library of Medicine
Average attention
span in 2000
Average attention
span of a goldfish
Average attention
span in 2013
Average time you
have to make an
impression online

42. Impact Goals
12:00 – 3:00pm on
Mondays through Fridays
5:00 – 6:00pm Wednesdays
12:00 – 1:00pm on Saturdays & Sundays
3:00 – 4:00pm Wednesdays
1:00 – 4:00pm on Thursdays & Fridays
7:30 – 8:30am, 12:00pm, & 5:00 – 6:00pm on
Tuesdays, Wednesdays, & Thursdays
10:00 – 11:00 am Tuesdays

43. Impact Goals
First step: publish quality

44. Impact Goals
Next step: push quantity

45. One Final Note
Your biggest enemy is groupthink.

47. Improve your online presence with
data and a sound social strategy
Taras Kufel • April 2016