Part 3 of my UPCEA presentation: Social Media – What Can Higher Education Learn From Commercial Marketing? by Brian Rudolph, Senior Marketing Manager, Digital Life, AT&T; Chair, Social Media Club Atlanta Social Media Marketing is more than just Facebook. In this session we will explore strategies and techniques for building a comprehensive social media marketing program that delivers the most impact for your institution, review the wide variety of social media platforms and how each can be leveraged to reach your ideal student, explore the metrics and KPIs that impact growth and value, and share how to leverage targeted social media advertising for maximum impact. We will reserve time at the end for looking at examples of social media best practices that can benefit your institution, and explore specific issues and challenges from the audience.

2. What
Can
Higher
Education
Learn
From
Commercial
Marketing?
!
(Social
Media
Marketing
is
more
than
just
Facebook.)
!
Part
3:
Social
Media
ROI
and
the
Metrics
that
Matter
!
www.linkedin.com/in/brianrudolph/ @brianrudolph

3. !
www.linkedin.com/in/brianrudolph/ @brianrudolph

4. Social ROI and the
Metrics that Matter
!
www.linkedin.com/in/brianrudolph/ @brianrudolph

5. IF THE METRIC ISN’T MONEY, YOU CANNOT
MEASURE ROI
The single biggest challenge both communications
professionals and the business leaders they answer to have to
overcome is understanding business metrics.
!
ROI is a financial equation. It is the amount of money you made
(let’s use M), minus the amount of money you spent (C), divided
by the amount of money you spent (C).
!
ROI = (M-C)/C
!
The problem comes when communications professionals are
tasked with goals like increasing awareness, changing
consumer behavior, influencing public opinion and enhancing
the company’s reputation - The problem is that none of these
are measured in terms of dollars earned or made. Thus, based
on these business goals, you cannot measure return on
investment.
http://www.socialmediaexplorer.com/social-­‐media-­‐measurement/
measuring-­‐roi-­‐means-­‐money/
!
www.linkedin.com/in/brianrudolph/ @brianrudolph

6. !
www.linkedin.com/in/brianrudolph/ @brianrudolph

7. Social Marketing Metrics
!
www.linkedin.com/in/brianrudolph/ @brianrudolph
Facebook
• Page
Likes
(new
likes,
unlikes,
growth
vs
previous
month
and
YoY)
• Total
Reach
(organic,
paid)
• Total
Impressions
(organic,
paid)
• Engaged
Users
(page
level)
• Engaged
Users
(post
level)
• PTAT
–
people
talking
about
this
(folks
who
engaged
with
your
content,
basically)
• EdgeRank
Twitter
• Followers
(growth)
• Follower
segmentation:
interests,
location,
gender,
etc.
• Total
Impressions
(organic,
paid)
• Engagement
rate
• Tweet
activity:
retweet,
favorites
YouTube
• Subscribers
• Views
(organic,
paid)
• Likes
&
Dislikes
• Comments
• Sharing
• Source
of
playback
(mobile,
embedded,
etc.)
• EMW:
Estimated
Minutes
Watched
Instagram
• Followers
(new,
lost,
growth)
• Total
Media
(new
media
over
the
past
month,
photo
vs.
video)
• Likes
(new,
total)
• Total
Reach
(organic,
paid)
• Impressions
(organic,
paid)
• Engagement
rate
(love,
talk,
spread)
Google+
• Followers
• Views
• Posts
• “+1”
• Comments
• Mentions
• Re-­‐shares
• Reach
• Impression
• ProfilesRank
• Referral
Traffic
Pinterest
• Pins
• Pinners
• Repins
• Impressions
• Clicks
• Engagement
rate

8. Social Marketing Metrics
Social media is no longer the latest “bright shiny object” - We have matured to the point that marketing
strategy needs to be informed by analytics to warrant continued investment.
Consider your overall business goals and then measure the role that each touch-point plays in
achieving those goals, Your measurement strategy should focus on connecting the dots between
these consumer moments.
Create a holistic measurement plan. Capture the full customer
experience across: Email, Display, Social & Search
Anyone can work the tools - Finding the story is the difference between
a good and great analyst
Examine real human behavior and influences instead of reporting the
same old data - try to tell the consumers story and experience through
your data
!
www.linkedin.com/in/brianrudolph/ @brianrudolph

9. What
Can
Higher
Education
Learn
From
Commercial
Marketing?
!
(Social
Media
Marketing
is
more
than
just
Facebook.)
!
Continued
in
Part
4:
Social
Media
Best
Practices
!
www.linkedin.com/in/brianrudolph/ @brianrudolph