ANALYTICS & REPORTINGMEASURING SUCCESS ALONG THE JOURNEY

Gene Begin / @gbegin / #CASEMMWSenior Director of Integrated Marketing / Babson College

OUR OBJECTIVE TODAY

MAKE MULTIMEDIA MATTER BY COMMUNICATING HOW IT

DRIVES VALUE FOR OUR INSTITUTIONS.

AN INTEGRATED JOURNEY

HIGHER EDUCATION CONSTITUENCY MAP

Consider Evaluate BuyGood Luck? Alumni

HIGHER EDUCATION MARKETING’S RELATIONSHIP WITH THE CONSUMER DECISION JOURNEY

ApplyEngage

 

EnrollRegister

 

TODAY’S HIGHERED CONSTITUENCY JOURNEY

THE LOYALTY LOOP

THE WAYS WE MEASURE ADVANCEMENT

Key Performance Indicators (KPIs)

AWARE CONSIDER EVALUATE BUY ENJOY

Social Engagement:

• Impressions• Reach• Comments• Shares

Email Opens

Social followers

Email CTR/VTR

Page Views

Time on site

Giving: $$ and participation

Volunteering

Ambassadorship

Event Attendance

Social Comments/ Sharing

QUARTERLY DASHBOARD

Shared with Senior Leadership Shared with Program Managers Shared with Marketing & Social Media Councils Data Helps Drive Future Campaigns and Content Use Data to…– Educate– Educate – Educate

WHERE WE TYPICALLY GET MULTIMEDIA DATA

Data Sources

DATA SOURCES

Social/Multimedia Platforms Facebook Insights Twitter Analytics YouTube Analytics Iconosquare (for Instagram) Pinterest Google+

Advocacy Tool (i.e. GaggleAMP) Qualitative Feedback

SOCIAL PLATFORMS AS DATA SOURCES

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

GOOGLE ANALYTICSThe Social Report

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 Multimedia andSocial Media Impact• Network Referrals• Conversions

THE SOCIAL REPORT: TWO QUESTIONS

1. Which social and multimedia platforms drive engaged visitors?

2. How does traffic from social and multimedia platforms impact programmatic goals?

THE SOCIAL REPORT: OVERVIEW

Acquisition > Social

THE SOCIAL REPORT: NETWORK REFERRALS

THE SOCIAL REPORT: CONVERSIONS

Based on goals (i.e. Graduate, Undergrad, Exec Ed inquiries)

WHERE DOES THE DATA FIT INTO THE JOURNEY?

Institutional Quarterly Analytics Dashboard

WHERE DO THESE MULTIMEDIA METRICS FALL ALONG THE JOURNEY?

BECOME AWARE

CONSIDER EVALUATE BUY ENJOY

- Video/Image Views- Subscribers/Followers- Post Reach- Qualitative Feedback (Alumni)- Qualitative Feedback (Media)

- Referral Traffic to Website

- Website Goal Conversions- Advocacy Tool Data- Most Engaged Content- Top Shared URL

INTEGRATED ANALYTICS

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 Advocacy Tool (i.e. GaggleAMP)

Qualitative (External Community)

Qualitative (Advocates)

YOUR NEW MANTRA