how social listening can impact enrollment management outcomes · 2018-04-16 · –website updates...
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How Social Listening Can Impact
Enrollment Management OutcomesLiz Gross, Ph.D.
GPACAC & MOACAC Joint Conference
April 9, 2018
@LizGross144 | @CampusSonar | #ArtOfEd2018 | #CampusSonar
54%“A person like me”
is a credible
spokesperson
@EdelmanPR | www.edelman.com/trust-barometer
Reputations are made and destroyed overnight,
thanks to:
• The power of online and social media
• An emboldened public who has seen Twitter bring
down corporate titans and foment social-political
unrest around the world.
Public perception has become reality
Zach Olsen, Inside Higher Ed’s Call To Action Blog, August 30, 2017
Meet TaylorRead more: https://www.ecityinteractive.com/blog/the-importance-of-social-listening-in-two-tweets/
Photos: taybaum9, Twitter
The internet is real life
social listeningreal life: transcribed, categorized, and analyzed to provide your institution with the insights it needs to support data-driven strategies
how social listening works
all conversations
queries
results
3Strategic Uses for
Social Listening
in Enrollment
Management
1Prospect Identification
& Engagement
Prospects Expect Customer Service
Modern customer service means
• Meeting or exceeding response time expectations
• Finding and responding to comments and
complaints
• Identifying patterns in customer conversation to
inform content strategy
Most Organizations Don’t Respond Fast Enough
of social media
complainers are happy
with response time
32%of social media
complainers expect a
response within 1 hour
39%
http://www.convinceandconvert.com/hug-your-haters/new-research-shows-how-fast-companies-have-to-be-in-social-media/
Most Organizations Don’t Respond Fast Enough
• Businesses only respond to 63% of social media
complaints within 24 hours
• Education is one of the least responsive industries
on social media
• Average education response time is over 9 hours.
http://www.convinceandconvert.com/hug-your-haters/new-research-shows-how-fast-companies-have-to-be-in-social-media/
https://sproutsocial.com/insights/data/q2-2017/
Half Your Audience Thinks You Ignore Complaints
Social
Media
Review Sites Boards/
Forums
Expects a reply 42% 53% 47%
Baer, J. Hug Your Haters. 2016
Not Finding and Responding To Complaints Hurts
Brand Advocacy
Social
Media
Review Sites Boards/
Forums
Change in Advocacy:
Answered Complaint+ 20% + 16% + 25%
Change in Advocacy:
Unanswered Complaint- 43% - 37% - 38%
Baer, J. Hug Your Haters. 2016
Proactive Engagement OpportunitiesModern enrollment management professionals
should seize engagement opportunities
• Requests for information
• Decision points
• Celebrate accomplishments
Common Sources of Engagement Opportunities
• College Confidential
• Blogs
Reflecting On A Visit
Reflecting On A Visit
Reflecting On A Visit
Reflecting On A Visit
Reflecting On A Visit
Reflecting On A Visit
Application Decisions
2Student and Family
Behavioral Insights
What Does Market Research Make You Think Of?
Market Research
Modern market research must be
• Fast
• Flexible
• Longitudinal
• Quantifiable
• Human
There Are Some Things Students Tell Reddit That
They Won’t Tell Campus Staff
800,000 online conversation about why students drop out
• Unstructured social data + analysis framework =
valuable insights
• Students talked about 5 main reasons for dropping
out
• Only 3 were identified during interviews with
campus professionals
There Are Some Things Students Tell Reddit That
They Won’t Tell Campus Staff
Learning About Applicants To Top UK Universities
• What do prospective students talk about?
• What concerns and worries do these prospective
students have?
• When and where do they have these
conversations?
Learning About Applicants To Top UK Universities
One year = 20,000 conversations
0
1000
2000
3000
Entry
Requirements
Finance Personal
Statement
Gap Year Clearing Open Days Accomodation
Conversations About Entry Requirements
Potential Strategic Impacts
• Inform content strategy for admissions office
– Branded content for A-Level exam results
– Website updates to address finance and personal statement
questions
• Improved social media engagement strategy for admissions
– Participate in forums where students are having conversations,
including lesser-known sites like moneysaving-experts.com and
thegradcafe.com
3Brand
Benchmarking
Brand Benchmarking
Modern brand managers need to understand the
online conversation about their brand
• Share of Voice
• Owned vs Earned
• Brand Attribute Conversation
Share of Voice
Share of Voice
Terry College of Business Tracks Online Share of
Voice
They can quantify the impact of content and brand marketing
Owned vs Earned Conversation
Owned
• Created by campus accounts and websites
• Shares of this content by others
Earned
• Content about the campus
• Social media accounts, journalists, blogs, forums
• Conversations with campus social media accounts
Brand Attribute Conversation
Beloit College: Social Listening for Brand
Management
Tools To Make It
Happen
Social Listening Requires Tools
I know these are the three things you want. You can’t have all three.
FreeGreat
Data
Powerful
Search
• Twitter search (advanced)
• Tweetdeck
• Hootsuite free
• Instagram search
• Follower Wonk
• Brandwatch for Students (brandwatch.com/students)
• Sysomos free trial (sysomos.com/campaign/search-trial)
Free Options To Get Started
Free
Recognizing Student Artists via Instagram
• Hootsuite Pro
• Sprout Social
Low-Cost Options Do A Bit More< $100 per
month
• Brandwatch
• Sysomos
• Synthesio
• Crimson Hexagon
• Nuvi
• Many others
Full-Feature Software to Support
Strategic Social Listening $10K - 50K
per year
Social listening is
not a social media investment.
Social listening is a strategic investment
to get closer to your audience, better
manage your reputation, meet modern
consumer expectations, and seize
engagement opportunities.
Info.campussonar.com/gpacac-moacac
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