1. Social Media ROI

2. How Do We Make Sense of Social Media? 2

3. How Do We Make Sense of Social Media? 3

4. Facebook 4
• 845 Million Active Users
• Gender
• Male 43%
• Female 57%
• Age
• 0-24 years 14%
• 25-34 years 18%
• 35-44 22%
• 45+ 46%
• Education
• Less than HS Diploma 9%
• High School 10%
• Some College 57%
• Bachelor’s or Graduate Degree 24%
• Income
• $0-$24,999 Income 9%
• $25,000- $49,999 33%
• $50,000-$99,999 47%
• $100,000+ 11%

5. Twitter 5
• 127 Million Active Users
• Gender
• Male 41%
• Female 59%
• Age
• 0-24 years 19%
• 25-34 years 23%
• 35-44 25%
• 45+ 33%
• Education
• Less than HS Diploma 9%
• High School 8%
• Some College 59%
• Bachelor’s or Graduate Degree 24%
• Income
• $0-$24,999 Income 15%
• $25,000- $49,999 38%
• $50,000-$99,999 37%
• $100,000+ 10%

6. Linkedin 6
• 150 Million Registered Users
• Gender
• Male 50%
• Female 50%
• Age
• 0-24 years 4%
• 25-34 years 15%
• 35-44 32%
• 45+ 49%
• Education
• Less than HS Diploma 3%
• High School 10%
• Some College 37%
• Bachelor’s or Graduate Degree 50%
• Income
• $0-$24,999 Income 7%
• $25,000- $49,999 22%
• $50,000-$99,999 50%
• $100,000+ 21%

7. Social Networking Objectives: Facebook 7
• Grow your network of fans
• Engage your audience with interesting and informative
posts
• Drive traffic to your web site for marketing purposes

8. Social Networking Objectives: Linkedin 8
• Join and participate in higher education-related groups and
share content (blogs, videos, etc.)
• Grow your network of connections
• Drive traffic to your web site for marketing purposes

9. Key Social Media Metrics 9
• Referrals and conversions from social networks
• Facebook Fans, Likes, Shares, and Comments
• Linkedin connections

10. Microblogging (Twitter) 10
• In February 2012, Twitter had 500 million registered users
• Twitter accounts for 3.61% of referral traffic
• 36% of Twitter users tweet at least once per day
• Twitter users send 175 million tweets each day
• 1 million accounts are added to Twitter every day
• Only 26% of businesses frequently include calls to action in their tweets –
49% never include a call to action
• 70% of businesses ignore complaints on Twitter

11. Twitter Objectives 11
• Check to see if anyone has mentioned or retweeted your
brand/tweets (2 minutes per day). Respond if necessary
• Take a daily glance at the main people/organizations that you
follow
• Send regularly scheduled tweets (use Hootsuite for
management and scheduling)
• Build reputation (followers)
• Follow others who are relevant to Arkansas State University
• Promote other social networking activities/sites through Twitter

12. Key Twitter Metrics 12
• Number of Followers
• 2nd-order followers (follower’s follower
count)
• Social Capital: Influence of twitter
followers
• Centralization: How much influence
(reach) is invested in a small number of
followers

13. Online Video (YouTube) 13
• In one day, 864,000 hours of video are uploaded to YouTube
• In 2011, YouTube had more than 1 trillion views* (video
playbacks)
• 60 hours of video are uploaded to YouTube every minute
• Over 4 billion YouTube videos are viewed each day
• Over 3 billion hours of video are watched each month on
YouTube

14. Objectives: Online Video (YouTube) 14
• Encourage students, faculty, parents, and administrators to take videos
from cell phones, flip cameras, or other recording devices and upload
them to your branded YouTube account.
• Make sure to add robust descriptions, tags, and other meta-information
• Embed videos in your blog, on Facebook, and link to them in Twitter

15. Key Online Video (YouTube) Metrics 15
• Number of
YouTube channel
subscribers
• Referrals from
YouTube
• Views of videos on
YouTube
• Pages ranking on
key terms from
YouTube

16. Photo Sharing (Flickr) 16
• Flickr hosts over 6 billion images
• More than 51 million registered users
• More than 80 million unique visitors

17. Objectives: Photo Sharing(Flickr) 17
• Create a Flickr account
• Encourage students, faculty, parents, administrators, etc. to
share any interesting and engaging photographs pertaining to
your institution.
• Utilize Flickr to share images with links back to blog and main
web site(s)
• Tag images with robust descriptions
• Look for possible groups to follow based on your target
audience
• Embed Flickr images in blog and Facebook, and link to
images in Twitter

18. Key Photo Sharing(Flickr) Metrics 18
• Referrals from photo sharing sites
• Views of photos on social sites
• Pages ranking on key terms from photo sharing sites

19. Presentation Sharing (Slideshare) 19
• SlideShare is the world's largest community for sharing
presentations
• 60 million monthly visitors
• 130 million page views
• In the top 200 most visited web sites in the world

20. Objectives: Presentation Sharing (Slideshare) 20
• Create a Slideshare account
• Upload noteworthy
faculty/administrator/student
presentations on Slideshare
• Share presentations on
Facebook, Linkedin, Twitter, blogs
, etc.

21. Key Presentation Sharing (Slideshare) Metrics 21
• Referrals from
Slideshare
• Views on Slideshare
• Pages ranking on key
terms from Slideshare

22. Editorial Calendar Sample 22
Monday Tuesday Wednesday Thursday Friday
Facebook Blog Post Facebook Blog post Youtube Video
Post Post Post
Linkedin Post
Tweet Tweet
Facebook Blog Post Facebook Blog post Slideshare
Post Post Upload
Tweet Linkedin Post
Tweet
Facebook Blog Post Facebook Blog post Flickr Upload
Post Post
Linkedin Post
Tweet Tweet
Facebook Blog Post Facebook Blog post Youtube Video
Post Post Post
Linkedin Post
Tweet Tweet

23. Measuring Engagement and Benchmarking 23

24. Measuring Engagement and Benchmarking 24

25. Find Those Who are Tweeting about You
25
(Brand Advocates and Critics)

26. Analyze the Channels Used in the Online Conversation 26

27. Accentuate the Positive? 27

28. Diving Deeper into the Conversation 28

29. Focus on Your Marketing Goals (Not Distracting Metrics) 29

30. Thank You! 30
Questions?
James Vineburgh, Jr., PhD
Director of Research
TWG Plus
james.vineburgh@twgplus.com