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

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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.

Formation Business

Skills Lab:
Social Media Analytics &
ROI
Marty Bennett
Institute of International Education
Shane Hoon
Georgetown University
Adina Lav
George Washington University

Plan for this session
• Share our experiences
– Analytics
– ROI
• Get your input
• Demo some services
• Create a to-do list

Adina M. Lav
School of Engineering & Applied Science

Marketing
Recruiting
Admissions
Student Services
• All non-academic
advising
• Records management
• Retention
• Career services
Scope

Drupal website
• Consistent branding
• Consistent messaging
• Mobile-ready
• Translations in 18 languages
• Embedded chat
• Student-centric navigation
• Landing pages
Infrastructure- website

CRM
• Robust and dynamic communications plans by
student lifecycle
• Prospective students
• Applicants
• Admitted students
• Current students
Infrastructure- CRM

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?

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

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

Adina M. Lav
adinalav@gwu.edu
LinkedIn: www.linkedin.com/in/adinalav/
Contact me

FB page free services
• FB Insights
• www.edgerankchecker.com
• www.cscore.recommend.ly (Conversation
Score)
• www.minilytics.com (Page Lever)
• www.likealyzer.com (Likealyzer)

Cross platform services
• HootSuite.com (free and paid)
• Crowdbooster.com (paid only, min. $72/year)
• Bit.ly (free & paid)
• Mention.net (free and paid)

Takeaways / To-Do Lists
• What’s on your list?

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The University of Kentucky strives to build the best in class technology and resources to help students succeed. Our latest innovation is the new Academic Exploration Tool (AET) which helps prospective and current students apply their interests and career aspirations to connect with hundreds of academic degree programs offered at UK. AET provides a new way for prospective and current students to search and explore the majors offered at the University of Kentucky. The platform (Drupal 7) has been built from the ground up to meet not only the needs of both prospective and current students, but also UK faculty, staff and advisors. This project involved migrating from curriculum sheets (PDFs), which were routine, unresponsive, and resource intensive. The platform uses college/departmental level taxonomy permissions to allow for every college to edit and update content (revisions) for their degree program. Each program page has been customized with rich images, program statistics, content, curriculum and information specific to that academic degree program. We have utilized the Bureau of Labor and Statistics Public Data API (www.bls.gov) to bring in career statistics, salary information and facts and figures directly from the Occupational Outlook Handbook. Over 5,000 keywords have been imported into the system as taxonomy from UT-Knoxville's “What Can I Do With This Major” resource - this allows for students to search for career keywords that match with one of our degree programs. Keywords continue to improve and expand as users experience the system. Additionally, students can search for academic degree programs via non-cognitive phrases like “I like to be creative”, “I like to solve problems”, “I like to help others” and so on. The site uses responsive design to deliver great experiences across all devices. Additionally, as UK migrates over to a central ecosystem for planning, auditing and registration, real-time curriculum data will be integrated for each degree program via a web-service. This will allow for dynamic PDF printing, downloading and email. Now, students have one central location to search and explore all that UK has to offer. To date, this has helped advisors ‘break the ice’ and start the conversation about career planning and exploration, as well as recruiters and academic colleges communicate their degree programs with efficiency and ease. Learn more at www.uky.edu/academics

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Graduating more students and increasing the quality of their learning are national priorities and Oregon is implementing 40-40-20 to improve student attainment. Due to demographic shifts, institutions must maintain institutional quality and reputation by building capacity to successfully serve an increasing numbers of first-generation and under-represented students. Educational institutions that fail to develop the capacity to serve a diverse student body, with varying ability, will face existential challenges. Research has shown that institutions can surpass the limits set by institutional resources and students’ backgrounds by engaging students in high quality learning experiences, organized around clearly articulated learning outcomes, supported by high-impact practices, and project redesign using assessment of student learning and program effectiveness. While there is significant research on factors that have an impact on student success, there are few models that outline how institutions can successfully implement student success initiative. Retention efforts are also distributed across the schools and colleges. This typically results in an institution developing a patchwork of programs, which are not effectively coordinated, where success of one program is negated by the actions of another project on campus, resulting in little or no progress in improving student success. Case Study: At Portland State University we have implemented a Portfolio-of-Initiatives framework, developed by McKinsey and Company, to develop strategy, and manage implementation. Using a Portfolio-of-Initiatives approach has required us to focus on: • A disciplined search for a variety of initiatives with the highest possibility of success. • Rigorous monitoring of projects and sub-projects, with a focus on action. • Supporting the champions. • Scaling up successful ideas and projects and winding down unsuccessful projects and changing course when needed. Portfolio-of Initiatives includes projects that aim to: improve effectiveness of existing academic policies and services; support early identification of students at risk; intentional advising and charting a pathway to degree completion; improve communication; address academic needs of students with a High School GPA below 3.0; address financial concerns; ease transition to college using peer mentoring; improve persistence of Freshmen living in residence halls; make student success data available at unit level; reduce the number of courses with preponderance (20%) of D, W, F grades; manage capacity of programs and course offerings for timely progress to graduation. Summary: This session will focus on the theory and practice of developing institutional student success initiatives. We will offer Portfolio-of-Initiative implemented at Portland State University as a case study for the participants.

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

1. Skills Lab: Social Media Analytics & ROI Marty Bennett Institute of International Education Shane Hoon Georgetown University Adina Lav George Washington University

2. Plan for this session • Share our experiences – Analytics – ROI • Get your input • Demo some services • Create a to-do list

3. Quick Survey http://owl.li/mhYE1

7. Adina M. Lav School of Engineering & Applied Science

8. Marketing Recruiting Admissions Student Services • All non-academic advising • Records management • Retention • Career services Scope

9. Drupal website • Consistent branding • Consistent messaging • Mobile-ready • Translations in 18 languages • Embedded chat • Student-centric navigation • Landing pages Infrastructure- website

10. CRM • Robust and dynamic 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 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

13. 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

14. Adina M. Lav adinalav@gwu.edu LinkedIn: www.linkedin.com/in/adinalav/ Contact me

15. FB page free services • FB Insights • www.edgerankchecker.com • www.cscore.recommend.ly (Conversation Score) • www.minilytics.com (Page Lever) • www.likealyzer.com (Likealyzer)

16.

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)

18.

19.

20. Mention

21. Takeaways / To-Do Lists • What’s on your list?

22. Thanks!

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

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