measuring social success
DESCRIPTION
Presented at the Social Media in Tertiary Education 2014 conferenceTRANSCRIPT
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 Australia’ 2013
42% of marketers already incorporate return on marketing investment into
their metrics
Econsultancy ‘State of Digital Marketing in Australia’ 2013
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 institutions goals and how can you achieve these through social media?
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
Global digital communications, Ford
Social media is a component
• Create a program based on the unique needs of your organisation
• Build it from the ground up
• Customise it
Stop thinking ROI, start thinking value
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
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
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 mean? Are they even important?
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
• Ratings / reviews
4. Identify the data source
• Facebook Insights
• Statigram
• Radian6
• Simply Measured
• Twiangulate
• Google Analytics
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?
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. Identify the data source
5. And the affect success has on this metric