Even the Pope is on Twitter!

Converge Consulting

Agenda

• Social Media Background and Demographics • Social Media Marketing is Necessary • Social Media Strategy and Metrics • How Do We Really Know if This Stuff Works?! • Questions

6 Tweets & 49,371 Followers

LET’S WATCH THIS YOUTUBE VIDEO TO LEARN A BIT MORE

How Do We Make Sense of Social Media?

Facebook • 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%

Twitter • 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%

LinkedIn • 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%

Blogging • Adding a blog to your

site(s) is the best way to reach your target audience with useful and educational information that they are seeking

• Blogging also helps your

search rankings dramatically

• Organizations that blog get

55% more web traffic and 70% more leads than those that don’t

Blogging Strategy • Increase recognition

• 1 weekly post • Choose one day each week when you will publish a blog post • Add a blog page to your web site or select an alternative blogging platform (we use http://wordpress.org/) • Add RSS button - instructions here

• Increase engagement

• Add videos and/or photographs to posts • Encourage comments by asking open-ended questions,

asking for opinions, and adding poll questions • Respond to people who engage with you in a thoughtful

and timely manner

Blogging Food for Thought:

Link to Ideas for Generating Content

Key Blogging Metrics:

• Number of posts • Number of comments • Audience growth (unique and return visitors) • Conversation rate • Number of conversions • Subscribers • Inbound links • SEO Improvements

Facebook Strategy

• Create a Facebook Business page - instructions here • Update once a day with offers regarding deals, pricing

information, updates to facilities, etc. • Encourage interaction similarly to how you blog by creating

engaging and interactive content

Linkedin Strategy

• LinkedIn • Build brand awareness by creating a company page • Post a blog post to groups (once per week) • Join relevant groups and share content (blogs, videos,

etc.) • Utilize Linkedin Answers to help identify and communicate

with prospects • Export your contacts into your CRM and communications

funnels

Key Social Media Metrics

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

Facebook Metrics: Fans

Link to Facebook Fan Analytics

Facebook Metrics: Likes, Shares & Comments

Link to Facebook Likes, Shares, and Comments Analytics

Twitter Strategy • Promote your school blog post through institutional Twitter

account • 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/brands that you follow • Try to send one tweet per day (use Hootsuite for management

and scheduling) • Build reputation (followers) • Follow others who are relevant to your institution and

marketing efforts • Promote other social networking activities/sites through Twitter

Key Twitter Metrics

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

count) • Velocity: average of first-and second-

order followers attracted per day since the account was established

• Social Capital: Influence of twitter followers

• Centralization: How much influence (reach) is invested in a small number of followers

• Pages ranking on key terms from microblogging sites

Key Twitter Metrics

Link to Twitter TAGS

Key Twitter Metrics

Link to Twitter Search Results

YouTube Strategy

• Create a branded YouTube Channel • Take videos from your cell phones, flip cameras, or other recording devices

and upload them to your YouTube account. Try to do this twice per month • Make sure to add robust descriptions, tags, and other meta-information • Embed videos in your blog, on Facebook, and link to them in Twitter

Key YouTube Metrics

• Number of YouTube channel subscribers

• Referrals from YouTube

• Views of videos on YouTube

• Pages ranking on key terms from YouTube

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1

2 – FB+T

3 – FB+T 4 – FB+T+Blog

5 – FB+T 6 – FB+T 7 8

9 – FB+T 10 – FB+T+Video

11 – FB+T+Blog

12 – FB+T 13 – FB+T 14 15

16 – FB+T 17 – FB+T 18 FB+Blog – Tweet about the cool event

19. – FB – The cool event occurs

20 – FB+T – Blog about the cool event

21 22

23 – FB+T 24 – FB+T 25 – FB+T+Blog

26 – FB+T 27 – FB+T 28 29

30 – FB+T 31 – FB+T+Video

Editorial Calendar: July 2012

A Goal-Based Approach to Measuring Effectiveness

Website

Your Marketing Hub

Email

Facebook Postcard

Magazine Ad

Twitter

LinkedIn

Determine

• Landing page • Desired action • How success will be measured

• Confirmation page • Form submission • Download PDF

Received an email

Went to a landing page

Engaged with the Site

Analyze results in Google Analytics

Set Up Google Analytics Goals

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

Send People to Landing Page • Bit.ly/Goo.gl • QR Code • Redirect

goo.gl/K7Z3j

www.convergeconsulting.org/contact-us/request-analytics-consultation/?utm_source=powerpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation

Compare/Analyze

• Campaigns • Sources • Mediums

Sources

Make changes

Do more of what is working Eliminate what is not working

Questions?

James Vineburgh, Jr., PhD VP of Research and Operations Converge Consulting james@convergeconsulting.org