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

Thanks!

Mal Chia Digital Account Director

mal@communikate.net.au