J E F F R E Y A L D E R S O N | P R I N C I P A L A N A L Y S T , E D U V E N T U R E S
TAPPING THE SOCIAL FUNNEL FOR DEVELOPMENT
PRESENTER
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Jeff has over 15 years of education technology experience. Prior to joining the Eduventures team, Jeff was Lead Architect at Houghton Mifflin Harcourt and spent 10 years in a variety of senior management roles including at the Boston-based startup ConnectEDU. He advises several non-profits in the education technology sector, most notably the P20 Education Standards Council (PESC) and the Access 4 Learning (A4L) Community. Jeff is a U.S. Air Force veteran and is a graduate of Worcester Polytechnic Institute.
JEFFREY ALDERSONPRINCIPAL ANALYST, ENTERPRISE SOFTWARE
AGENDAOPENING COMMENTS
THE SOCIAL FUNNEL
DEFINING SOCIAL SENTIMENT
SOCIAL DATA COLLECTION AND LISTENING
TECHNOLOGY EXAMPLE
PREDICTIONS + CURRENT USE
GENERAL OBSERVATIONS…
• Social Media has a use in fundraising
• We live in a world that is increasingly digital
• We can use technology better
• Technology has changed the way we communicate
Copyright 2016 Eduventures, Inc.5
TECHNOLOGY CHANGED HOW WE COMMUNICATE
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THE POWER OF SOCIAL MEDIA
“WHEN A BRAND USES SOCIAL MEDIA, I LIKE THE BRAND MORE”
• Millenials make up the largest generation in U.S. History
• 92MILLION Millenials in the U.S.
• 34% Said “When a brand uses social media, I like the brand more.”
• 30 MILLION
National Association of Advertisers, Barkley, SMG, BCG
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ALUMNI PARTICIPATION CONTINUES TO DECLINE
Source: VSE Report
FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15
13.0%12.5% 12.3%
11.6%
10.8%10.4%
10.2%9.9%
9.4% 9.2% 9.0%
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THE SOCIAL FUNNEL FOR ADVANCEMENT
Source: @DirectDevelopment
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SENTIMENT VS. ENGAGEMENT
Engagement:• Requires resources• Crafted messaging• Active dialogue• Thoughtful fact
Both:• Valuable (ROI)• Timely / time sensitive• Highly personalized
Sentiment: • Freely given• Unvarnished truth• Conversation starter• Quick opinion
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SOCIAL SENTIMENT AS A VECTOR
Measured in absolute terms
Positive and negative scores
Baseline sentiment starts at an initial point in time and can be measured for changes
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CATEGORIES OF MEASURED SENTIMENT
• Stress• Depression• Aggression & Violence• Alcohol & Drugs• Intolerance (Racial, Sexual,
Ethnic)• Athletics Interest
Categories taken from http://schoolsentiment.com/
Or any other concept defined by keywords and phrases
• School Pride• Campus Complaints• Academic Non-
Performance• Retention/Attrition Risk• College Touch-Points
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LOUISIANA STATE UNIVERSITY: SCHOOL PRIDE
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MACRO VS. MICRO SENTIMENT
MACRO
Anonymity within groupsCohort-level analysis only
Identify trends in general consensus on issues and events
Strongly aligned to perception of the institutional brand
MICRO
Mapped to the individualLinkable to external unit-
record systems
Identify changes in personal feelings and interests
Strongly aligned to perception of the institutional experience
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ALUMINATI (SOCIAL NETWORK SYNC)
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LINKEDIN ALUMNI DATA (DEMOGRAPHICS)
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LINKEDIN ALUMNI DATA (COMPETENCIES)
LINKEDIN ALUMNI TOOL PLUGIN (ENGAGEMENT)
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AUDIENCE: ATHLETICS INTEREST & SCHOOL PRIDE
Behavior
LOUISIANA
COLLEGE FOOTBALL
NFL
Love LSU football
#geauxtigers
Time to raise the stock value
for the #NFLdraft
#LSUvsBAMA
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LSU EXAMPLE FROM CRIMSON HEXAGON
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COMMON APP EXAMPLE FROM CRIMSON HEXAGON
Source: http://www.eduventures.com/2016/05/building-a-case-for-a-coalition/
Copyright 2016 Eduventures, Inc.24
INTEGRATION WITH CRM & ANALYTICS ENGINESReal power for social sentiment data comes when information is merged with other sources (academic and non-academic) and compared against model behaviors using predictive analytics
1. GATHER DATA
2. MODEL BEHAVIORS 3. PREDICT TRENDS
PREDICTIONS & CURRENT USE• More and more vendors presenting use cases for Higher-ed
• More and more institutions using this in sophisticated/compelling way
• You will be able to overlay your CRM and social data in one interface
• It will be a must have add-on for your CRM, and will be in future versions of CRMs
• Will inform strategies for prospect management, donors, and alumni event programming
• Responding to social media will be directed from your desktop to any platform
Q&AQUESTIONS AND ANSWERS
EDUVENTURES for Higher Education Leaders provides proprietary research, analysis, and advising services to support decision-making throughout the student lifecycle. Higher education leaders engage with Eduventures to make informed decisions on setting strategy, ensuring the financial sustainability of their institution, boosting student success, and selecting and implementing technology solutions. Our analysis, recommendations, and personalized support enable clients to understand the top traits of leaders in critical disciplines and to evaluate new technology advancements.
More about Eduventures can be found at WWW.EDUVENTURES.COM.
TAPPING THE SOCIAL FUNNEL FOR DEVELOPMENT
THANK YOU
J E F F R E Y A L D E R S O N | P R I N C I P A L A N A L Y S T , E D U V E N T U R E [email protected]