SILO-BUSTING USING THE GOOGLE ANALYTICS SOCIAL REPORT

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VANESSA THEOHARIS INTEGRATED MARKETING MANAGERBABSON COLLEGE / @VANESSATSMILES

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IT WOULDN’T BE #CASESMC WITHOUT…

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OUR OBJECTIVE?

MAKE SOCIAL DATA MATTER BY COMMUNICATING HOW SOCIAL MEDIA

DRIVES VALUE FOR OUR INSTITUTIONS.

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HOW?

SILO-BUST.

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FIRST: THE JOURNEYConsumer Decision Journey

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THE CONSUMER DECISION JOURNEY FOR HIGHER EDUCATION

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THE CONSUMER DECISION JOURNEY FOR HIGHER EDUCATION

Where do our social media efforts fall along the journey?

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WHERE WE TYPICALLY GET SOCIAL MEDIA DATA

Data Sources

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SOCIAL MEDIA DATA SOURCES

Social Media Networks Facebook Insights Twitter Analytics LinkedIn Company and University Page Analytics

Social Media Monitoring Platform ($) Private Community Membership and Engagement Advocacy Tools (ex. GaggleAMP) Qualitative

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SOCIAL MEDIA DATA SOURCES

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While this data is valuable… why is it not enough?

Focused on individual platform engagement and growth Siloed within channels May rely on assumptions Primarily support the “Advocacy” stage Does not illustrate our users’ integrated journeys

WHERE THE SOCIAL REPORT HELPSGoogle Analytics

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THE SOCIAL REPORT

Acquisition > Social

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THE SOCIAL REPORT: FROM GOOGLE

“The [Social Reports] bridge the gap between social media and the business metrics you care about -

allowing you to better measure the full value of the social channel for your business.”

Measuring Impact• Network Referrals• Landing Pages• Conversions

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THE SOCIAL REPORT: QUESTIONS

Which social networks drive engaged visitors?

From social networks, what website content have our audiences engaged with the most?

How does traffic from social networks impact programmatic goals?

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THE SOCIAL REPORT: ANSWERS

Network Referrals

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“10 Babson Startupsto Watch in 2015”

We focus on…

THE SOCIAL REPORT: ANSWERS

Landing Pages (or “Top Shared URL”)

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Secondary Dimensions• Social Network• Date

THE SOCIAL REPORT: ANSWERS

Conversions(based on goals)

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WHERE DOES THE DATA FIT INTO THE JOURNEY?

Institutional Quarterly Analytics Dashboard

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SILO-BUSTING OPPORTUNITIES: IGNITED BY SOCIAL MEDIA

BECOME AWARE CONSIDER EVALUATE BUY ENJOY

Total Potential Reach

Top Shared URLs Referral Traffic to WWW Properties

Conversions via Social Networks

Most Engaged Content

Total Impressions from Content

Total Followers Private Community Memberships

Qualitative (External Community)

Advocacy Tool (ex. GaggleAMP)/ Qualitative (Advocates)

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SILO-BUSTING OPPORTUNITIES: IGNITED BY SOCIAL MEDIA

Quarterly Dashboard Social Media Data

Shared with Program Managers. Shared with Social Media Council. Data Helps Drive Future Campaigns and Content. Use Data to Educate, Educate, Educate.

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EXAMPLE: MAJOR INSTITUTIONAL ANNOUNCEMENTS Institutional “digital announcements” shared primarily through social

channels and email. Measure the impact of announcements on new visitors to the website

(become aware) and programmatic goals (consider/buy). Use data to illustrate how audiences engage with the content.

Sample Goals:Undergraduate InquiriesGraduate InquiriesExecutive Education InquiriesAlumni Class Notes

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TAKEAWAYSThe Most Important Things.

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TAKEAWAYS

All of the data is FREE (kinda)!

Your Google Analytics contact is your (best) friend.

Spend time with the data. Learn works best for your role, your team, and your campus partners.

Share the data from the ground up.

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THANKS!

VANESSA THEOHARIS INTEGRATED MARKETING MANAGER

BABSON COLLEGE / @VANESSATSMILES

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