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Basics of Social Media Analytics Mandy Reinig, St. Marys College of - PowerPoint PPT Presentation

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Basics of Social Media Analytics Mandy Reinig, St. Marys College of Maryland Jessica Winters, University of Groningen Presenters Mandy Reinig Director of International Education St. Marys College of Maryland Jessica Winters Head of

  1. Basics of Social Media Analytics Mandy Reinig, St. Mary’s College of Maryland Jessica Winters, University of Groningen

  2. Presenters Mandy Reinig Director of International Education St. Mary’s College of Maryland Jessica Winters Head of Marketing University of Groningen

  3. Agenda ● What are social media analytics? ● Why should we care? ● Examples o Facebook o Twitter o Instagram ● What do we do with the data? ● Q&A

  4. What are social media analytics? “ Social media analytics (SMA) refers to the approach of collecting data from social media sites and blogs and evaluating that data to make business decisions. This process goes beyond the usual monitoring or a basic analysis of retweets or "likes" to develop an in-depth idea of the social consumer.” From - http://www.techopedia.com/definition/13853/social-media-analytics-sma

  5. Simple Analytics — Twitter ◦ # of Followers, # of Tweets/Retweets — Facebook ◦ # of Fans, # of Likes Instagram ◦ # of Favorites, # of Comments

  6. More in-depth exploration ● Compares posts engagement across time ● Examines times of posts (day vs. night) ● Looks at types of people reached ● Examines types of posts

  7. Why should we care?

  8. Analyzing your social media activities means you can successfully: - promote your institution - generate & convert leads - community-building - engage with students - uncover sentiments and trends: reputation management

  9. Social media plays a role when choosing a college 68% Chegg ¡– ¡2014 ¡Social ¡Admissions ¡Report ¡2014 ¡

  10. “It helps students or possible future students to learn about the college and get a feel of the environment. Plus students can hear the truth from people their own age, compare and contrast different views, and even keep in touch with friends on campus.” Chegg ¡– ¡2014 ¡Social ¡Admissions ¡Report ¡2014 ¡

  11. Your job - Create a platform where you can: - inform prospective students about your university, city, country, etc. - connect them to other (prospective) students - provide social proof - Have a good content strategy = increased reach and engagement - Measure + Analyze + Interpret your posts on Facebook, Instagram, Twitter, etc.

  12. Why is social proof important? - 88% of customers trust online reviews as much as personal recommendations* - Corporate voice vs. student voice * SearchEngineLand (July 7, 2014)

  13. Content strategy - Right post - Right channel - Right tone of voice - Right time Facebook ≠ Twitter ≠ Instagram

  14. Examples of Analytics Use ● Facebook ● Instagram

  15. Facebook

  28. Instagram analytics

  29. What to Instagram…? ● Your university/degrees/ ● Daily life events/ ● #TBT / accomplishments #ThrowbackThursday ● Behind-the-scenes ● Video ● Selfies ● Hyperlapse ● Memes ● Repost ● Funny photos ● #TT / #TravelTuesday ● Quotes

  30. How to measure? # followers # likes per picture # comments # engagement - likes/followers Analytics tools - IconoSquare.com (free) - SimplyMeasured.com (paid) - Union Metrics (free and paid)

  42. What do you do with this data?

  43. St. Mary’s: On campus ● Channels Used o Facebook o Instagram ● What we share o Student-related o Cultural o Sharing what students are doing o On campus happenings o Fun Quotes

  54. Groningen: prospective students - prospective students - current students - alumni - Facebook - Instagram - ... - showcase - engage

  55. Groningen strategy-main FB Page

  60. The Groninger Community: international, understanding, caring and proud...

  61. Groningen Instagram - Engaging with prospective students

  62. #nothingtopsGroningen

  63. #unilife

  64. #Groningenonthemove

  65. Using content from social ambassadors

  66. Reposting

  68. Questions?

  69. Contact Us Mandy Reinig @mandysmashups arreinig@smcm.edu Jessica Winters @jlinkmarketing j.t.k.winters@rug.nl

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