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

Quick Survey http://owl.li/mhYE1

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)

http://likealyzer.com/

Cross platform services

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

Mention

Takeaways / To-Do Lists

• What’s on your list?

Thanks!