Mining Social Media Data


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Mining Social Media Data July 16, 2015

Tim Ponisciak

• Director of Graduate Alumni Relations • Mendoza College of Business, University of Notre Dame • 11 years in marketing, annual giving and alumni relations • MBA from Notre Dame

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Agenda • Current Social Media Landscape • Finding, Listening and Gathering Alumni Information • Creating Your Own Social Media Buzz • Identifying Trends • Q&A

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CURRENT SOCIAL MEDIA LANDSCAPE Page 3

Current Social Media Landscape Facebook: 1.4 billion users, 5 billion pieces of content shared daily (2%) Twitter: 288 million users (26%) LinkedIn: 340 million users (54%) Pinterest:70 million users (111%) Instagram: 300 million users (64%) Google Plus: 300 million users (16%) Snapchat: 200 million users (55%) Percentage indicates growth from 2013 to 2014 *http://techcrunch.com/2014/11/25/tumblr-overtakes-instagram-as-fastest-growing-social-platform-snapchat-is-the-fastestgrowing-app/

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Current Social Media Landscape - Corporations Social media being used to: • Determine customer preferences • Create unique content

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Key Questions for Higher Ed • How can social media be used to enhance what we know about our alumni? • What types of information do our alumni most want to hear about from their alma mater? • How can social media be leveraged to not only keep alumni connected, but to amplify alumni interest in one’s school and to increase giving?

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FINDING, LISTENING AND GATHERING INFORMATION Page 7

Finding Alumni on Social Media – Donor Information – New Board Members – Matching Gift Volunteers

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Enriching Your Donor’s Profile LinkedIn Profile Data • • • • •

Company Industry Title Location Email

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Finding Potential Board Members Utilize LinkedIn Advanced Search

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Finding Potential Board Members Results:

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Searching for Matching Gifts Volunteers

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Searching for Matching Gifts Volunteers Results:

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Listening to Alumni #EKUStrong • Feedback from alumni • Creation of alumni contact information update campaign • Leverage alumni passion on social media • Ask “Why is this question being asked?”

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Poll #1: Did your school have a giving day last year? •Yes •No •No, but we are planning one for the upcoming fiscal year

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Gathering Alumni Information Giving Day Challenges • ONU: Various hourly challenges that encouraged alumni interaction on Twitter

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Giving Day Challenges

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Giving Day Challenges • Allows university to increase number of followers • Provides insights into where alumni interests lie

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Informing Future Annual Giving Strategy Ask questions about your school that can help you with future fundraising campaigns • Beloved places on campus • Favorite professors • Best campus traditions

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Poll #2: Do you have a formal social media ambassador program? • Yes, we have a student ambassador team • Yes, we have an alumni ambassador team • No, we do not

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BUILDING MOMENTUM ON SOCIAL MEDIA Page 21

Social Media Ambassadors • RIT – Volunteer program for alumni to spread school messages, including fundraising • American – Alumni ambassadors volunteer to disseminate and generate content for alumni association social media platforms • Babson – Students paid to be the “online tour guides” of Babson. Audience includes prospective students, parents, friends and alumni

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Allegheny College Alumni Ambassadors

• Regularly share content from College social media accounts that interest them and which they believe would resonate with alumni in their social networks. • Promote time sensitive initiatives and programs. These may include major campus events, fundraising campaigns, and admissions related information.

http://sites.allegheny.edu/web/social-media-ambassadors/ Page 23

Allegheny College Alumni Ambassadors

• Time commitment • Upfront goals • List of official hashtags

http://sites.allegheny.edu/web/social-media-ambassadors/ Page 24

Allegheny College Alumni Ambassadors

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Facebook Ads • Affordable • Customizable • Not a replacement for email or direct mail • Direct users to your Facebook page or giving page

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Targeting Your Facebook Ad • Visitors of your general school page or online donation form page • Upload custom email list: nondonors, lybunts, recognition society members • Those who have liked your Facebook page

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Boosting Your Posts

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IDENTIFYING TRENDS

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Our Social Media Focus – College of Business related information – Notre Dame related content – Business related articles of interest

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Poll #3: How far ahead do you plan your social media posts? • No planning, we post what is topical each day • 1 week, and adapt when necessary • 2 weeks or more, with flexibility to adapt when necessary

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How We Talk • Odd fact – unique news story • Invitation • Well wishes • Excitement

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The Approach • Break down our Facebook posts by topic • Break down our posts by tone • See if we can determine any particular types of posts that are most appealing to our alumni, so we can create an informed social media plan for the future • Inform other areas of our work based off of our findings

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Our Typical Social Media Topics • College of Business • Notre Dame • Football • Alumni Info • Fundraising • General business

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Breakdown of Facebook Post Topics

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Our Typical Social Media Tones • Congratulatory/ Well Wishes • Fun • Informative • Nostalgic/ Student Life • Questioning • Reminder

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Breakdown of Facebook Post Tones

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Sorting Everything Out

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Sorting Everything Out

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Top Bit.ly Clicks Rank

Link Type

Topic

Tone

1

Field & Field – Alumna startup

Alumni

Informative

2

Chicago Alumni Reception

Alumni

Reminder

3

Want a Happy Office? Article featuring Professor

College of Business

Informative

4

Student startup wins awards at competition

College of Business

Informative

5

Mendoza Dialogues video – CIO Scott Malpass

College of Business

Informative

6

ND launches first open online courses

Notre Dame

Informative

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Informing Decisions

• Highlighting video featuring Chief Investment Officer in most recent recognition societies newsletter • Next video to be created will focus on entrepreneurship • Focusing on online courses currently available

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How does this help formulate social media strategy? • Ensure we have photos and videos of events • Focus more on messages about the College of Business, and less on general business articles • Plan each week to have: 2-3 College of Business posts, one post that is either football or ND related, and then fill in with events and reminders as appropriate • Find more news to make people feel proud to be a part of our College

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PRE-WEBINAR SURVEY

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Survey Summary • Types of pages • 26 alumni • 12 institution • 4 giving • Alumni pages • Fans per Alumni – 5%

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Topics for Top Posts

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Topics for Recent Posts

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Tones for Top Posts

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Tones for Recent Posts

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Westminster Schools

Topic: Faculty Tone: Congratulatory/Well Wishing Page 49

NC State Recent Grads

Topic: Athletics Tone: Informative Page 50

Del Mar College Alumni Association

Topic: Local Tone: Fun

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UIS (University of Illinois Springfield) Giving

Topic: Fundraising Tone: Persuasive

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James Madison University

Topic: Holiday Tone: Congratulatory/Well Wishing Page 53

Top Words

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Key Takeaways • Don’t restrict yourself to data in your database • Listen to your alumni on social media, and be nimble in your response • Don’t just answer alumni questions, figure out why they are asking in the first place • Utilize Facebook/Twitter to ask for feedback from alumni to inform future campaigns • Analyze past social media posts to determine what topics and tones appeal to alumni and will get your alumni interacting with you and with each other Page 55

Become an AGN Plus Member Today!

AGN Plus Members can get unlimited access to all AGN webinars and additional benefits.

To learn more, visit AnnualGiving.com or email [email protected]

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