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Social Media Analytics & ROI (Forum 2013 skills lab) presentation
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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Social Media Analytics & ROI (Forum 2013 skills lab) presentation
- 1. Skills Lab: Social MediaAnalytics & ROI Marty Bennett Institute of International Education Shane Hoon Georgetown University Adina Lav George Washington University
- 2. Plan for thissession • Share our experiences – Analytics – ROI • Get your input • Demo some services • Create a to-do list
- 3.
- 7. Adina M. Lav Schoolof Engineering & Applied Science
- 8. Marketing Recruiting Admissions Student Services • Allnon-academic advising • Records management • Retention • Career services Scope
- 9. Drupal website • Consistentbranding • Consistent messaging • Mobile-ready • Translations in 18 languages • Embedded chat • Student-centric navigation • Landing pages Infrastructure- website
- 10. CRM • Robust anddynamic 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 shiftof 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 aretweet 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 freeservices • FB Insights • www.edgerankchecker.com • www.cscore.recommend.ly (Conversation Score) • www.minilytics.com (Page Lever) • www.likealyzer.com (Likealyzer)
- 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)
- 20.
- 21. Takeaways / To-DoLists • What’s on your list?
- 22.