Leverage The Power of Social Listening in Higher Education
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Presented at the 2016 AMA Symposium for the Marketing of Higher Education. Social listening is more than responding to Facebook and Twitter posts. Used strategically, it supports four business functions: reputation management, brand benchmarking, customer service, and market research. This session will define social listening, explore use-cases for higher ed, and review tools to support a robust social listening program.
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Leverage The Power of Social Listening in Higher Education
- 1. Leverage the Power of Social Listening Liz Gross & Mike Horn December 5, 2016
- 2. • Why Use Social Listening? • Social Listening Overview • Software Guidance Today’s Agenda Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 2
- 3. Searching the public social web for mentions and conversations of interest to you. Social Listening Defined Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 3
- 4. What’s Public? • Tweets* • Facebook posts* • Blog posts & comments • Instagram* • Reddit • News sites • Review sites • Discussion forums • YouTube | 4 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry
- 5. Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 5
- 6. Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 6
- 7. Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 7
- 8. Source: http://lizgross.net/social-media-monitoring-software-for-higher-ed/ Internet Beyond Twitter One week of mentions in March 2016: 0 200 400 600 800 1000 1200 1400 Small Northeastern US Liberal Arts College Midsize Private Midwestern US Jesuit University Comprehensive Canadian University Twitter Other Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 8
- 9. Why Use Social Listening? • Campaign Management • Brand Benchmarking • Reputation Management • Customer Service • Market Research • Online Threat Assessment Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 9
- 10. Campaign Management Photo credit: Stacie DaPonte on Flickr Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 10
- 11. Photo credit: Lea Z on Flickr Benchmarking Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 11
- 12. | 12 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry University of Georgia, Terry College of Business
- 13. Reputation Management Photo credit: Daniel Huntley on Flickr Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 13
- 14. #IStandWithBillPowers • Blog titled “UT President’s Job May Be in Jeopardy” goes live • Alumni establish “I Stand With Bill Powers” Facebook page • Conversation migrates to Twitter with #IStandWithBillPowers • Multiple channels, multiple conversations, over multiple years | 14 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry
- 15. Customer Service Photo credit: Atomic Taco on Flickr Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 15
- 16. Questions to @UTAustin | 16 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry
- 17. Weather Issues | 17 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry TWITTER FACEBOOK
- 18. Ignorance Impacts Advocacy 18 Phone Email Social Media Review Sites Boards/ Forums Expect A Reply 91% 89% 42% 53% 47% Boost in Advocacy 10% 8% 20% 16% 25% Decline in Advocacy -51% -56% -43% -37% -38% From Answered Complaint From Unanswered Complaint Public Complaints Source: Edison Research and Jay Baer, 2015 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry
- 19. Example: Weather Issues | 19 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry
- 20. Photo credit: World Bank Photo Collection on Flickr Market Research Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 20
- 21. Threat Assessment Photo credit: Appleando on Flickr Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 21
- 22. Which of these use-cases sounds most appealing to you? Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 22
- 23. • Higher Ed Use Cases • Social Listening Overview • Software Guidance Today’s Agenda Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 23
- 24. How Social Listening Works All Sources Queries Results Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 24
- 25. Boolean Overview • AND • OR • NOT Used to broaden or narrow a search Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 25
- 26. Boolean Overload (“great lakes educational loan” OR “great lakes higher education” OR “mygreatlakes”) OR (“great lakes” AND “borrow*” OR “servicer” OR “student loan*” OR “defer*” OR “forbearance” OR “repay*” or #studentloan*”) Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 26
- 27. Market Research Query: Applicants ((ASU OR “arizona state”) NEAR/10 ("want to go to" OR "apply to" OR "applied to" OR "applying" OR "thinking about" OR "considering apply*” OR visit* OR tour*)) AND (I OR Im OR Ive OR my) Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 27
- 28. • Higher Ed Use Cases • Social Listening Overview • Software Guidance Today’s Agenda Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 28
- 29. Do you currently use a social listening or monitoring tool? Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 29
- 30. Cheap Many Sources Advanced Search What do you need? Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 30
- 31. Free • Twitter Search • Tweetdeck • Hootsuite Free • Instagram Search • Followerwonk | 31 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry
- 32. • Hootsuite Pro • Sprout Social Cost: Less than $100 per month Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 32 Small Investment
- 33. • Brandwatch • Sysomos • Synthesio • Crimson Hexagon • Nuvi • Spredfast • Cision • Hootsuite Enterprise • Meltwater Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 33 Full Feature Cost: $800/month or more
- 34. Potential Resource on Campus: IT Gartner Magic Quadrant Forrester Wave Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 34
- 35. Using Multiple Platforms @UT • Quarterly • Digital Impact Reports • External vendors with enterprise-class tools • Real-time • Encore Alerts / Meltwater • Hootsuite • Brandwatch
- 36. Opportunity for Students Free training & certification | Free software access brandwatch.com/brandwatch-for-students Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 36
- 37. Questions? Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 37
- 38. But, wait, there’s more! The following slides are a take-home resource for AMA attendees.
- 39. Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/ | 39 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry Steps to choose social listening software
- 40. Choosing Social Listening Software Understand your use-case Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 40 Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
- 41. Choosing Social Listening Software Know your budget Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 41 Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
- 42. Choosing Social Listening Software Prepare your requirements Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 42 Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
- 43. Potential Requirements • Boolean support • Pricing model – searches, results, users? • Alert capability • Sentiment tagging • Advanced rules to categorize mentions • Reporting options • Historical data • Length of time in business • Frequency of upgrades • Responsiveness to feature requests • Training • Tech support • Mobile access • Ability to trial • Sources covered | 43 Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
- 44. Choosing Social Listening Software Contact vendors Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 44 Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
- 45. Choosing Social Listening Software Interview vendors Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 45 Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
- 46. Choosing Social Listening Software Push for a trial period Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 46 Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
- 47. Choosing Social Listening Software Ask for references Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 47 Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
- 48. Choosing Social Listening Software Sign a contract, but not multi- year! Leverage the Power of Social Listening @Lizgross144 | @MikeHornAtTerry | 48 Source: http://lizgross.net/8-steps-to-choose-social-media-monitoring-software/
Notas do Editor
- NOT public: Snapchat, YikYak, most of LinkedIn
- Share of voice Social audience, engagement, sentiment Location of conversation (site) Audience breakdown (demographics, location) Topics of discussion Easily compare one university president to others
- Find people talking about you, not to you Engage, help, educate Identify what times of day people talk about you, so you can staff appropriately. Find complaints and respond! Why? I’ve got some data to share with you after Mike share some examples.
- Users responding to other users Users express frustration Questions from users that have no answer
- Edison Research asked customers how likely they were to recommend a business (on a scale of 1-10) at the time of their first complaint. Then, they were asked the same question after the complaint was addressed (or not addressed). The difference, or “lift” between those two scores is the boost or decline in advocacy.
- “social consumer market insights” Better understand conversations about specific topics or amongst a certain type of audience EX: intent to apply to University (Brandwatch Project) Example: conversation about a particular class
- We can skip this if you think there won’t be time … just trying to build in time for audience interaction.
- You can get one or two of these in the same tool, but in my experience it’s impossible to get all three.
- Why are you engaging in social listening? What sources do you intent to monitor? How many topics will you need to monitor, and how complex are they? What analysis and reporting do you require?