EduVentures: Tapping the Social Funnel for Development_June 2016_Simmons College

J E F F R E Y A L D E R S O N | P R I N C I P A L A N A L Y S T , E D U V E N T U R E S

TAPPING THE SOCIAL FUNNEL FOR DEVELOPMENT

PRESENTER

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Jeff has over 15 years of education technology experience. Prior to joining the Eduventures team, Jeff was Lead Architect at Houghton Mifflin Harcourt and spent 10 years in a variety of senior management roles including at the Boston-based startup ConnectEDU. He advises several non-profits in the education technology sector, most notably the P20 Education Standards Council (PESC) and the Access 4 Learning (A4L) Community. Jeff is a U.S. Air Force veteran and is a graduate of Worcester Polytechnic Institute.

JEFFREY ALDERSONPRINCIPAL ANALYST, ENTERPRISE SOFTWARE

AGENDAOPENING COMMENTS

THE SOCIAL FUNNEL

DEFINING SOCIAL SENTIMENT

SOCIAL DATA COLLECTION AND LISTENING

TECHNOLOGY EXAMPLE

PREDICTIONS + CURRENT USE

GENERAL OBSERVATIONS…

• Social Media has a use in fundraising

• We live in a world that is increasingly digital

• We can use technology better

• Technology has changed the way we communicate

Copyright 2016 Eduventures, Inc.5

TECHNOLOGY CHANGED HOW WE COMMUNICATE


THE POWER OF SOCIAL MEDIA

“WHEN A BRAND USES SOCIAL MEDIA, I LIKE THE BRAND MORE”

• Millenials make up the largest generation in U.S. History

• 92MILLION Millenials in the U.S.

• 34% Said “When a brand uses social media, I like the brand more.”

• 30 MILLION

National Association of Advertisers, Barkley, SMG, BCG


ALUMNI PARTICIPATION CONTINUES TO DECLINE

Source: VSE Report

FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15

13.0%12.5% 12.3%

11.6%

10.8%10.4%

10.2%9.9%

9.4% 9.2% 9.0%


THE SOCIAL FUNNEL FOR ADVANCEMENT

Source: @DirectDevelopment

https://twitter.com/DirectDevelop

https://twitter.com/DirectDevelop


SENTIMENT VS. ENGAGEMENT

Engagement:• Requires resources• Crafted messaging• Active dialogue• Thoughtful fact

Both:• Valuable (ROI)• Timely / time sensitive• Highly personalized

Sentiment: • Freely given• Unvarnished truth• Conversation starter• Quick opinion


SOCIAL SENTIMENT AS A VECTOR

Measured in absolute terms

Positive and negative scores

Baseline sentiment starts at an initial point in time and can be measured for changes


CATEGORIES OF MEASURED SENTIMENT

• Stress• Depression• Aggression & Violence• Alcohol & Drugs• Intolerance (Racial, Sexual,

Ethnic)• Athletics Interest

Categories taken from http://schoolsentiment.com/

Or any other concept defined by keywords and phrases

• School Pride• Campus Complaints• Academic Non-

Performance• Retention/Attrition Risk• College Touch-Points


LOUISIANA STATE UNIVERSITY: SCHOOL PRIDE


MACRO VS. MICRO SENTIMENT

MACRO

Anonymity within groupsCohort-level analysis only

Identify trends in general consensus on issues and events

Strongly aligned to perception of the institutional brand

MICRO

Mapped to the individualLinkable to external unit-

record systems

Identify changes in personal feelings and interests

Strongly aligned to perception of the institutional experience


ALUMINATI (SOCIAL NETWORK SYNC)


LINKEDIN ALUMNI DATA (DEMOGRAPHICS)


LINKEDIN ALUMNI DATA (COMPETENCIES)

LINKEDIN ALUMNI TOOL PLUGIN (ENGAGEMENT)


AUDIENCE: ATHLETICS INTEREST & SCHOOL PRIDE

Behavior

LOUISIANA

COLLEGE FOOTBALL

NFL

Love LSU football

#geauxtigers

Time to raise the stock value

for the #NFLdraft

#LSUvsBAMA


LSU EXAMPLE FROM CRIMSON HEXAGON


COMMON APP EXAMPLE FROM CRIMSON HEXAGON

Source: http://www.eduventures.com/2016/05/building-a-case-for-a-coalition/

http://www.eduventures.com/2016/05/building-a-case-for-a-coalition/




INTEGRATION WITH CRM & ANALYTICS ENGINESReal power for social sentiment data comes when information is merged with other sources (academic and non-academic) and compared against model behaviors using predictive analytics

1. GATHER DATA

2. MODEL BEHAVIORS 3. PREDICT TRENDS

PREDICTIONS & CURRENT USE• More and more vendors presenting use cases for Higher-ed

• More and more institutions using this in sophisticated/compelling way

• You will be able to overlay your CRM and social data in one interface

• It will be a must have add-on for your CRM, and will be in future versions of CRMs

• Will inform strategies for prospect management, donors, and alumni event programming

• Responding to social media will be directed from your desktop to any platform

Q&AQUESTIONS AND ANSWERS

EDUVENTURES for Higher Education Leaders provides proprietary research, analysis, and advising services to support decision-making throughout the student lifecycle. Higher education leaders engage with Eduventures to make informed decisions on setting strategy, ensuring the financial sustainability of their institution, boosting student success, and selecting and implementing technology solutions. Our analysis, recommendations, and personalized support enable clients to understand the top traits of leaders in critical disciplines and to evaluate new technology advancements.

More about Eduventures can be found at WWW.EDUVENTURES.COM.

TAPPING THE SOCIAL FUNNEL FOR DEVELOPMENT

THANK YOU

J E F F R E Y A L D E R S O N | P R I N C I P A L A N A L Y S T , E D U V E N T U R E [email protected]

EduVentures: Tapping the Social Funnel for Development_June 2016_Simmons College

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