Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (6)
Destacado
Destacado (9)
Similar a EduVentures: Tapping the Social Funnel for Development_June 2016_Simmons College
Similar a EduVentures: Tapping the Social Funnel for Development_June 2016_Simmons College (20)
Más de JeffTe
Más de JeffTe (20)
Último
Último (20)
EduVentures: Tapping the Social Funnel for Development_June 2016_Simmons College
- 1. 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
- 2. PRESENTER 2 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 ALDERSON PRINCIPAL ANALYST, ENTERPRISE SOFTWARE
- 3. AGENDA OPENING COMMENTS THE SOCIAL FUNNEL DEFINING SOCIAL SENTIMENT SOCIAL DATA COLLECTION AND LISTENING TECHNOLOGY EXAMPLE PREDICTIONS + CURRENT USE
- 4. 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
- 5. Copyright 2016 Eduventures, Inc.5 TECHNOLOGY CHANGED HOW WE COMMUNICATE
- 6. Copyright 2016 Eduventures, Inc.6 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
- 7. Copyright 2016 Eduventures, Inc.7 ALUMNI PARTICIPATION CONTINUES TO DECLINE Source: VSE Report 13.0% 12.5% 12.3% 11.6% 10.8% 10.4% 10.2% 9.9% 9.4% 9.2% 9.0% FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15
- 8. Copyright 2016 Eduventures, Inc.8 THE SOCIAL FUNNEL FOR ADVANCEMENT Source: @DirectDevelopment
- 9. Copyright 2016 Eduventures, Inc.9 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
- 10. Copyright 2016 Eduventures, Inc.10 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
- 11. Copyright 2016 Eduventures, Inc.11 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
- 12. Copyright 2016 Eduventures, Inc.12 LOUISIANA STATE UNIVERSITY: SCHOOL PRIDE
- 13. Copyright 2016 Eduventures, Inc.13 MACRO VS. MICRO SENTIMENT MACRO Anonymity within groups Cohort-level analysis only Identify trends in general consensus on issues and events Strongly aligned to perception of the institutional brand MICRO Mapped to the individual Linkable to external unit- record systems Identify changes in personal feelings and interests Strongly aligned to perception of the institutional experience
- 14. Copyright 2016 Eduventures, Inc.14
- 15. Copyright 2016 Eduventures, Inc.15 ALUMINATI (SOCIAL NETWORK SYNC)
- 16. Copyright 2016 Eduventures, Inc.16
- 17. Copyright 2016 Eduventures, Inc.17 LINKEDIN ALUMNI DATA (DEMOGRAPHICS)
- 18. Copyright 2016 Eduventures, Inc.18 LINKEDIN ALUMNI DATA (COMPETENCIES)
- 19. LINKEDIN ALUMNI TOOL PLUGIN (ENGAGEMENT)
- 21. Copyright 2016 Eduventures, Inc.21 AUDIENCE: ATHLETICS INTEREST & SCHOOL PRIDE Behavior LOUISIANA COLLEGE FOOTBALL NFL Love LSU football #geauxtigers Time to raise the stock value for the #NFLdraft #LSUvsBAMA
- 22. Copyright 2016 Eduventures, Inc.22 LSU EXAMPLE FROM CRIMSON HEXAGON
- 23. Copyright 2016 Eduventures, Inc.23 COMMON APP EXAMPLE FROM CRIMSON HEXAGON Source: http://www.eduventures.com/2016/05/building-a- case-for-a-coalition/
- 24. Copyright 2016 Eduventures, Inc.24 INTEGRATION WITH CRM & ANALYTICS ENGINES Real 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
- 25. 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
- 27. 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 S jalderson@eduventures.com
Notas del editor
- Have you ever wondered what is happening to all that data each time someone posts on social media? It may surprise you to know, that it is being used to benefit communications strategies and direct resources. As we dive into this topic today, I want to be clear this isn’t a social media strategy or having a Facebook page What I am going to talk about is cutting edge, and there are only a handful of colleges and universities using it today. We are talking about Social Sentiment Listening and how it will be used in Development.
- Before we define and talk about social sentiment, its definition, its uses, and the future, I want take a moment of silence in memory of the voices that said social media had no use in fundraising. We can firmly put them to rest. SOCIAL MEDIA HAS A PLACE in FUNDRAISING However, I do want to give some context to the topic, as well us understand those we would like to eulogize. We are dealing with a world that is becoming increasingly digital. There are tools to assist us on our path to better communication and respond Because, let’s face it, technology has changed the way we communicate. LETS LOOK AT HOW
- For the majority of the last century, communication has been one to one Mail started out as one to one, phone was one to won, even email (originally was one to one) With technology, we have seen the development of one to many communication outlets Direct Mail, Robocalls/Robo dialing, Social Media Now for the first time we are seeing the benefits of one to many, to many more, and with social sentiment listening back to one BUT why is this important? It is important because every generation has a preferred communication style. And this generation does like social media, lets take a look:
- So lets look to why this will be of great impact. Millennials make up the largest generation in US history-92M, so if more than a third of them are saying this, you need to pay attention. 34% Said: When a brand uses social media, I like the brand more.” This is the avenue of communication for this generation. We always need to communicate in the way our constituents are communicating Millennials look to social because the unfiltered opinion of peers is more valuable than the marketing/messaging a company/organization does. There is a battle going on for the attention of your alumni, how do we know? Participation rates
- I am sure that many of you have experienced this trend in participation. Tapping the social funnel isn’t going to be the silver bullet to combat this, but it will help you improve your image through knowing the opinion of your constituents and influencing them. On the other end of the spectrum, social listening, will help you identify new prospects at all levels, even mid to large donors It will also help ID constituents, with the help of your database, who have never given, and what they are interested in. So let’s take a look at the funnel to see where it can help.
- This type of funnel may be familiar for you, it is like your fundraising pyramid, but upside down. Lets Start at the top The Social Funnel ATTRACTS the information of strangers/friends/disengaged alumni You then CONNECT as visitors via landing page, forms or calls to action Your institution then ENGAGEs via workflows with the help of your database, and tailored communications from emails. It is via social listening, which we will learn about in the upcoming slides, you we receive scoring and alerts of those who are supporters. They are then INSPIRED to donate, And hopefully they become advocates The POWER OF THE SOCIAL FUNNEL IS You can skip the top 2 stages, and get right to engagement You can see constituents who are not financial supporting, but when asked speaking about an org, you can see they are reflecting positive Add assign a rating and giving you an alert The scoring and alerts is Listening Social Sentiment, to what is happening organically with out your influence. the funnel, can ID promoter (it scores them), and your offices is notified and alerted when folks are say positive things about you. Or it could be a simple as a post on instagram that uses geo coding to aleart the arrival of an alum on campus. How do we do that? Collecting social sentiment. So now it begs the question, What is Sentiment?
- First There is a difference between social sentiment and your social strategy. Your social strategy is the brand you present on Facebook for example. It is outgoing communication via marketing channel. Sentiment Sentiment-is freely given. People post stuff, freely, online via social, it is their unvarnished opinion. The truth as they see it; their perspective. Sentiment, conversation starter, someone who says something about an event or lecture, and then the institution engages the poster. Sentiment: fleeting, feeling, and a quick opinion. Timely unvarnished truth Think of some current issues like the Black Lives Matter, or issues around under-performing bunnies being drowned. Imagine knowing what your current students, alumni, parents, and friends were saying about these issues. When done properly, social sentiment leads to engagement! Engagement Requires resources: strategy, process, posts and emails, all of which takes time an energy This is difference between sentiment and engaging via social strategy. Social strategy is a curated facebook page with your brand and message. Engagement is a thoughtful fact communicated with a crafted message that expects a “conversion” (email response, a gift, registration) Another way to look at it is social engagement: getting the message out via social media, and if they respond, and add that to your crm, then you are engaging. Engagement doesn’t always give you the truth, because you predict how they may respond to it. Its marketing, to accomplish a goal. Both The value in it is a thoughtful engaging response to key issues, positive or negative. Needs to be done quickly; has an expiration date. The result is a Highly personalized experience that helps those engaged feel connected….and isn’t that what it is all about? So how can we uses this to measure how an individual or group feels?
- Social Sentiment is a vector and can convert the language into a score. It can be measured in absolute terms this means it can examine the severity or level of words and phrases, which gives it magnitude Positive and negative scores Words as you will see, can be assigned a value, positive or negative, along with the magnitude of the sentiment Let’s look at word choice as an example. Good is a positive word, but Great is more positive. Following this logic: Great would get a even higher score. “Excellent” would receive the highest score. Lastly, it can examine an individuals change in word choice, from good to bad. It can also measure and alert you of changes in sentiment. It has an initial point, a positive poster for example, but what happens when they change their tune. With an alert you can respond to one, or respond to many if you are seeing a trend. Imagine if you had an alumni, that was seemingly disengaged, and said something positive about a lecture on campus. What would you do with that info? What if it were many who had the same response. It is that qualitative data that you can use to engage and inform future programs. It is not just good or bad words or feelings, there are a number of sentiments that can be examined, lets take a look:
- Here is a non-comprehensive list of categories for social sentiment This website unpacks sentiment categories for higher ed For Development, as you will see in later examples: School pride, college touch points, and athletics Imagine if you could examine and respond to current events on campus Black lives matter movement sweeping college campuses Or the faulty/student backlash, about fledgling bunnies needing to be drowned. Any keywords or phrase can be measured as you will see later But lets look at some examples from twitter-verse to help us understand sentiment better
- LSU This is a Micro Sentiment Example, and I will go through the difference between micro and macro next In this case the sentiment we are looking at is related to school pride Lets look at the words and identifiers in these tweets So happy, POSITIVE WORD, you got accepted, POSITIVE PHRASE, into LSU, LSU IS IDENTIFIER NEXT Damn, I love, POSITIVE WORD, college football. Missed PATS, crazy tipped TDs, Fournette. Can’t ask for a Better Saturday, POSITIVE PHRASE, #geauxtigers (colloquial hashtag and identifier) Can disaggregate by hashtag- NEXT Love, POSITIVE WORD, seeing LSU, IDENTIFIER, players that graduated, POSITIVE WORD, associated with education, come back to practice with the boys and help, POSITIVE WORD, out anyway they can. #ForeverLSU, IDENTIFIER So this was an example of micro sentiment, lets look at the difference between micro and macro
- Macro Anonymous interaction Helps identify Trends Looks at trends on issues and events Analysis via 30 foot view – focus group type information Gives relatable insight into the perception of the institutional brand Imagine if you would like to know information about a press release on your commencement speaker Or what if you wanted to know what people were saying around homecoming events and programming Or the unvarnished opinion about alumni weekend Micro DirecTly linked to the individual Linkable to external unit record systems: your database/crm- Can help identify personal changes to sentiment-have their feelings (via tweets) changed from positive to negative Aligned to perception of the institutional experience Now that you understand the theory behind this, lets take a look at some examples in technology.
- Who here has a linked in account? As it turns out, people update LinkedIn before the USPS. What we are seeing is that people today have an understanding about updating and sharing info online. They aren’t as worried about giving away personal information….they just don’t give a way all of it. LinkedIn is One of the biggest resources to update data about your alumni and one of the most reliable It gives insight into their employer, the location of their employer, and industry All of this info can be listened to via social sentiment, and linked back to your CRM. However, in order to link it back to your crm, it is a lot easier if you get their email, or handle before they leave campus. IMPORTANT TAKE A WAY Even if you don’t plan to do social listening right away, the connections will be easier and less expensive in the long run…there are services that will find out this info, but why not get it for free? Lets look at what you can do right now for you University, without an outside vendor.
- This is just a screen shot of a page on linked in. Open linkedIn, go to my network, click on alumni. Now you have access to info like, where they live, the location of their jobs, and the field they work in You can do it for any university, just click on Change University button, top right Do most of you know this already? Lets dig a little deeper
- Who here has a linked in account? As it turns out, people update LinkedIn before the USPS. What we are seeing is that people today have an understanding about updating and sharing info online. They aren’t as worried about giving away personal information….they just don’t give a way all of it. LinkedIn is One of the biggest resources to update data about your alumni and one of the most reliable It gives insight into their employer, the location of their employer, and industry All of this info can be listened to via social sentiment, and linked back to your CRM. However, in order to link it back to your crm, it is a lot easier if you get their email, or handle before they leave campus. IMPORTANT TAKE A WAY Even if you don’t plan to do social listening right away, the connections will be easier and less expensive in the long run…there are services that will find out this info, but why not get it for free? Lets look at what you can do right now for you University, without an outside vendor.
- This is just a screen shot of a page on linked in. Open linkedIn, go to my network, click on alumni. Now you have access to info like, where they live, the location of their jobs, and the field they work in You can do it for any university, just click on Change University button, top right Do most of you know this already? Lets dig a little deeper
- What they studied, what they are skilled at Not pictured, but also available, what causes they support, where do they volunteer. It is just more information that is out there that can be aggregated and build a profile for you to target your efforts. Things you will want to know in your FR efforts. You can use this tool right away on their website. So lets look at how we can build this bridge today on linked in.
- One of the questions we hear is how do we get this information back into our crm? You can do it via this plug-in available to the page’s official admin (or those who have admin level access) can do this. LinkedIn provides you this tool right out of the box…for free. Then you can place this information right on your website. I can think of plenty of uses for that, not just for development either, IR, and internships come to mind. The value as you will continue to see, is more direct access with your records and integration with your crm. LinkedIn is just one example, lets take a look at another:
- There are many companies that are doing social sentiment listening Crimson Hexagon, is just one example, beyond linkedIn They take all the heavy lifting out of social listening and have built a platform that can listen to the fire hose As we walk through this, we will see the examination of audience behavior on the macro level
- Continuing on the same sentiment category: atheletic interest and school pride Audience = behavior This is to help understand some of the behavior that can be examined. These are examples of specific tweets, not only from the audience, but in this case ESPN burried in the middle. It captures the activity via #LSU surrounding this particular big football game, and possible implications it has on the draft. It is taking that information from tweets, individuals or in this case ESPN, and as result we will see insights regarding what was said. For those of you who are brand conscious, a mention on ESPN or by ESPN has a big impact. Also note, the language, it is very positive #geuaxtigers This example is obviously surrounding athletics. But imagine if you had this kind of information around your sesquicentennial, or bicentennial. Or maybe you announce the celebration in concert with the case for a new campaign. Or as mentioned before, reunion weekend. Let’s continue with this example and see how these sentiments are displayed.
- To display the activity surrounding those unique identifiers Crimson Hexagon takes this macro data and displays it on their “Buzz” dashboard If we look to the left, we can see the Overall Sentiment is Basic Positive at 25% If you look to TOPIC WAVES in the middle LSU Tigers is in Yellowish color, it dominates with most mentions Other topics include FOOTBALL, WINS, and LSU Fans You can all see the volume of posts On the right, TOPICS of CONVERSATION this snapshot was taken 10/13/15 around the time of the a big game vs. top ranked Ohio State It is a very cool disaggregation of data in the wheel by those keywords used in social media. You can click on any one those keywords and drill down It also allows you to track specific topics by loading in keywords. Pretty cool stuff in this example and we have seen this type of info displayed in different ways. So how can we use this information?
- As mentioned before, the big value is the ability to have a real time pulse on academic and non-academic issues, start modeling the behaviors for student life as well as development. First, you can then gather data, hopefully you get email and handles before they leave campus, it is just easier. Second, Model behaviors and develop segments for engagement. Third, you will then be able to predict trends that influence your strategy. How and when will this start being used. Well as mentioned before there are only a few examples where higher-ed has jumped in. But let’s take a look at some predictions and current uses.
- First let’s look at Current Use We have seen a lot of product demos, More and more vendors are presenting use cases for Higher-Ed We have seen vendors take your data and match it with LinkedIn data, facebook data, along with property values They help Development Offices indentify prospects based on job title, property value, and what they like on facebook We just saw a demo of a vendor that takes all the data from listening and provides a dashboard for responding. That same vendor also takes those positive words, provides a profile (based on interests listed on social medial), and helps you understand who your promoters are, and allows you to respond to them right away from the dashboard. It will even take the topics and categorize them for response. In the future More and more will adopt this technology as we are seeing examples almost daily of institutions using it in a sophisticated compelling way. Business have been using this technology for years, and right on que 5-10years later we are seeing colleges and universities adopt it. First your organization will be able to overlay your CRM and social data into one interface Next it will be a must have add-on for your CRM What this all means for the development world. You will be able to identify and engage alumni, prospects, and donors faster then before You will have information about the topics that interest them far sooner then it would take to build a one to one relationship. We already know that donors give to cases that interest them. You will be able to gauge those who are promoters of your school, and engage them to help you. This could be huge for crowd funding. I can see a scenario where a campaign survey is a thing of the past. Why would you need one? You could post, email, communicate around all the opinions of a campaign, by tracking key words and what those most important to you are saying. We don’t know all the uses yet, but we do know it is going to be a part of your future and we look forward to seeing how all of you benefit from it.