Social Media ROI

2How Do We Make Sense of Social Media?

3How Do We Make Sense of Social Media?

4Facebook

• 845 Million Active Users• Gender

• Male 43% • Female 57%

• Age• 0-24 years 14%• 25-34 years 18%• 35-44 22%• 45+ 46%

• Education• Less than HS Diploma 9%• High School 10%• Some College 57%• Bachelor’s or Graduate Degree 24%

• Income• $0-$24,999 Income 9%• $25,000- $49,999 33%• $50,000-$99,999 47%• $100,000+ 11%

5Twitter

• 127 Million Active Users• Gender

• Male 41% • Female 59%

• Age• 0-24 years 19%• 25-34 years 23%• 35-44 25%• 45+ 33%

• Education• Less than HS Diploma 9%• High School 8%• Some College 59%• Bachelor’s or Graduate Degree 24%

• Income• $0-$24,999 Income 15%• $25,000- $49,999 38%• $50,000-$99,999 37%• $100,000+ 10%

6Linkedin

• 150 Million Registered Users• Gender

• Male 50% • Female 50%

• Age• 0-24 years 4%• 25-34 years 15%• 35-44 32%• 45+ 49%

• Education• Less than HS Diploma 3%• High School 10%• Some College 37%• Bachelor’s or Graduate Degree 50%

• Income• $0-$24,999 Income 7%• $25,000- $49,999 22%• $50,000-$99,999 50%• $100,000+ 21%

7Social Networking Objectives: Facebook

• Grow your network of fans• Engage your audience with interesting and informative

posts• Drive traffic to your web site for marketing purposes

8Social Networking Objectives: Linkedin

• Join and participate in higher education-related groups and share content (blogs, videos, etc.)

• Grow your network of connections• Drive traffic to your web site for marketing purposes

9Key Social Media Metrics

• Referrals and conversions from social networks• Facebook Fans, Likes, Shares, and Comments• Linkedin connections

10Microblogging (Twitter)

• In February 2012, Twitter had 500 million registered users• Twitter accounts for 3.61% of referral traffic • 36% of Twitter users tweet at least once per day• Twitter users send 175 million tweets each day• 1 million accounts are added to Twitter every day• Only 26% of businesses frequently include calls to action in their tweets

– 49% never include a call to action• 70% of businesses ignore complaints on Twitter

11Twitter Objectives

• Check to see if anyone has mentioned or retweeted your brand/tweets (2 minutes per day). Respond if necessary

• Take a daily glance at the main people/organizations that you follow

• Send regularly scheduled tweets (use Hootsuite for management and scheduling)

• Build reputation (followers)• Follow others who are relevant to Arkansas State University• Promote other social networking activities/sites through Twitter

12Key Twitter Metrics

• Number of Followers• 2nd-order followers (follower’s follower

count)• Social Capital: Influence of twitter

followers• Centralization: How much influence

(reach) is invested in a small number of followers

13Online Video (YouTube)

• In one day, 864,000 hours of video are uploaded to YouTube• In 2011, YouTube had more than 1 trillion views* (video

playbacks)• 60 hours of video are uploaded to YouTube every minute• Over 4 billion YouTube videos are viewed each day • Over 3 billion hours of video are watched each month on

YouTube

14Objectives: Online Video (YouTube)

• Encourage students, faculty, parents, and administrators to take videos from cell phones, flip cameras, or other recording devices and upload them to your branded YouTube account.

• Make sure to add robust descriptions, tags, and other meta-information• Embed videos in your blog, on Facebook, and link to them in Twitter

15Key Online Video (YouTube) Metrics

• Number of YouTube channel subscribers

• Referrals from YouTube

• Views of videos on YouTube

• Pages ranking on key terms from YouTube

16Photo Sharing (Flickr)

• Flickr hosts over 6 billion images• More than 51 million registered users• More than 80 million unique visitors

17Objectives: Photo Sharing(Flickr)

• Create a Flickr account• Encourage students, faculty, parents, administrators, etc. to

share any interesting and engaging photographs pertaining to your institution.

• Utilize Flickr to share images with links back to blog and main web site(s)

• Tag images with robust descriptions• Look for possible groups to follow based on your target

audience• Embed Flickr images in blog and Facebook, and link to

images in Twitter

18Key Photo Sharing(Flickr) Metrics

• Referrals from photo sharing sites• Views of photos on social sites• Pages ranking on key terms from photo sharing sites

19Presentation Sharing (Slideshare)

• SlideShare is the world's largest community for sharing presentations

• 60 million monthly visitors • 130 million page views• In the top 200 most visited web sites in the world

20Objectives: Presentation Sharing (Slideshare)

• Create a Slideshare account• Upload noteworthy

faculty/administrator/student presentations on Slideshare

• Share presentations on Facebook, Linkedin, Twitter, blogs, etc.

21Key Presentation Sharing (Slideshare) Metrics

• Referrals from Slideshare

• Views on Slideshare

• Pages ranking on key terms from Slideshare

22Editorial Calendar Sample

Monday Tuesday Wednesday Thursday Friday

Facebook Post

Tweet

Blog Post Facebook Post

Tweet

Blog post

Linkedin Post

Youtube Video Post

Facebook Post

Tweet

Blog Post Facebook PostTweet

Blog post

Linkedin Post

Slideshare Upload

Facebook Post

Tweet

Blog Post Facebook Post

Tweet

Blog post

Linkedin Post

Flickr Upload

Facebook Post

Tweet

Blog Post Facebook Post

Tweet

Blog post

Linkedin Post

Youtube Video Post

23Measuring Engagement and Benchmarking

24Measuring Engagement and Benchmarking

25Find Those Who are Tweeting about You (Brand Advocates and Critics)

26Analyze the Channels Used in the Online Conversation

27Accentuate the Positive?

28Diving Deeper into the Conversation

29Focus on Your Marketing Goals (Not Distracting Metrics)

30Thank You!

Questions?James Vineburgh, Jr., PhDDirector of ResearchTWG Plusjames.vineburgh@twgplus.com