case v presentation: alumni relations social media measurement

Finding Actionable Information in your Social Media Data

Finding Actionable Information in your Social Media DataTim Ponisciak

University of Notre Dame

Mendoza College of Business

The World of Graduate Alumni Relations

12,000 Alumni

6,200 MBA

2,100 EMBA

• Work for: E&Y, Deloitte, PwC, KPMG, IBM, Boeing, Target• What they do: Finance, Sales, Operations, Accounting, Marketing,

Consulting

2,000 MSA

1,700 MNA

The World of Graduate Alumni Relations

• Goal• Engage and involve our graduate business alumni so

the College of Business has a stronger current student experience and alumni network

Our Social Media Landscape

Facebook – 2,173 (18%)

LinkedIn – 2,411 (20%)

Twitter – 319 (2.7%)

Youtube

Google+

Pinterest

How does this compare?• Notre Dame Alumni Association (approximately 130,000

living alumni)• Facebook – 24,059 (18%)• LinkedIn – 34,123 (26%)• Twitter – 3,417 (2.6%)

Current Landscape for ND Social Media

Our focus• College of Business related information• Notre Dame related content• Business related articles of interest

Social Media For Alumni• What percentage of alumni list Facebook as a preferred

method for receiving updates from their alma mater?*• 25%• LinkedIn – 8%, Twitter – 5%

• Does this correlate with any alumni actions?• More likely to:*

• Make a gift in the next year• Rank alma mater 1 or 2 for philanthropic priority• Believe alma mater is worthy of support• Attend alumni events

*Eduventures 2013 Webinar - Three Unexpected Insights: What Really Matters to Alumni

Art vs. Science• How do we handle our

social media posting?• Real time

• How much time do you spend on working on social media?

• How far in advance do you plan your content posting?

Our Conversations• Odd fact – unique news story• Invitation• Well wishes• Or… Notre Dame football

Our Social Media Conversation• What are topics that you

typically cover in your social media posts?

• College of Business• Notre Dame• Football• Event marketing• Form marketing• General business

Topics

College of Business Post

TopicsNotre Dame Post

TopicsND Football Post

Topics

Event Post

Topics

Form Post

Topics

General Business Post

Number of Facebook Posts

Tone

Questioning/Stimulating Interaction

Tone

Congratulatory/Well Wishes

ToneNostalgic/Student Experience

ToneInformative

ToneReminder

Tone – Breakdown of Facebook Posts

Pieces of Data• Likes• Views• Comments• Clicks from Bit.ly

Sorting everything out

Sorting everything out

Sorting Everything Out

Sorting Everything Out

Sorting Everything Out

The Words We Use

Tepper School of Business

Goizueta School of Business

Use of photos

Is there a photo included?

Avg. Number of Views

Avg. Number of Likes

No 522 10

Yes 924 17

Use of Links

Was a link included?

Avg. Number of Views

Avg. Number of Likes

No 905 16

Yes 460 9

Bit.ly ClicksLink Type Avg. Number of Clicks Number of Articles

College of Business 22 23

Event 15 17

Football 12 3

Form 197 2

General Business 13 16

Notre Dame 21 23

Click ThroughsLink Clickthroughs Category

New business research database available to alumni

155 College of Business

Meet the new graduate alumni board

79 College of Business

Mendoza brings in top business execs

76 Event Marketing

Email Marketing – the most and least effective keywords

72 General business

Alumni Award Winners Announced

68 College of Business

Graduate Alumni Tailgate Registration

64 Event Marketing

How does this help us formulate our strategy?

• Have students to take more photos/video• Assign a staff member to each event to take photos• Focus more on messages about the College of Business, and

less on general business articles• Diversify our posts so we also talk more about MSA and MNA news• Increase number of posts advertising local alumni events• 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• Coordinate with students to create network to find/create more content

related to the student experience• Utilize more action verbs

Thank you!

Contact Info:

Tim Ponisciak

Graduate Alumni Relations Director

tponisci@nd.edu

574-631-4859

Facebook: University of Notre Dame Mendoza College of Business Graduate Alumni

LinkedIn: University of Notre Dame Mendoza College of Business Graduate Alumni Relations