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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
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54%“A person like me”
is a credible
spokesperson
@EdelmanPR | www.edelman.com/trust-barometer
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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
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Meet TaylorRead more: https://www.ecityinteractive.com/blog/the-importance-of-social-listening-in-two-tweets/
Photos: taybaum9, Twitter
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The internet is real life
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social listeningreal life: transcribed, categorized, and analyzed to provide your institution with the insights it needs to support data-driven strategies
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how social listening works
all conversations
queries
results
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3Strategic Uses for
Social Listening
in Enrollment
Management
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1Prospect Identification
& Engagement
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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
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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/
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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/
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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
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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
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Proactive Engagement OpportunitiesModern enrollment management professionals
should seize engagement opportunities
• Requests for information
• Decision points
• Celebrate accomplishments
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Common Sources of Engagement Opportunities
• College Confidential
• Blogs
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Reflecting On A Visit
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Reflecting On A Visit
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Reflecting On A Visit
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Reflecting On A Visit
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Reflecting On A Visit
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Reflecting On A Visit
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Application Decisions
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2Student and Family
Behavioral Insights
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What Does Market Research Make You Think Of?
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Market Research
Modern market research must be
• Fast
• Flexible
• Longitudinal
• Quantifiable
• Human
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There Are Some Things Students Tell Reddit That
They Won’t Tell Campus Staff
800,000 online conversation about why students drop out
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• 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
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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?
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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
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Conversations About Entry Requirements
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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
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3Brand
Benchmarking
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Brand Benchmarking
Modern brand managers need to understand the
online conversation about their brand
• Share of Voice
• Owned vs Earned
• Brand Attribute Conversation
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Share of Voice
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Share of Voice
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Terry College of Business Tracks Online Share of
Voice
They can quantify the impact of content and brand marketing
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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
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Brand Attribute Conversation
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Beloit College: Social Listening for Brand
Management
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Tools To Make It
Happen
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Social Listening Requires Tools
I know these are the three things you want. You can’t have all three.
FreeGreat
Data
Powerful
Search
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• 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
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Recognizing Student Artists via Instagram
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• Hootsuite Pro
• Sprout Social
Low-Cost Options Do A Bit More< $100 per
month
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• Brandwatch
• Sysomos
• Synthesio
• Crimson Hexagon
• Nuvi
• Many others
Full-Feature Software to Support
Strategic Social Listening $10K - 50K
per year
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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.
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Info.campussonar.com/gpacac-moacac