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Higher Ed Social Analytics Case Study

Published on Nov 18, 2015

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PRESENTATION OUTLINE

1.

SOCIAL ANALYTICS

#HIGHERED CAN DO IT TOO
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2.

SOCIAL MEDIA...

IS ABOUT FRIENDS SHARING ONLINE, RIGHT?
Photo by Thomas Hawk
3.

WRONG!

BOOM. CHIBERIAN SMACKDOWN.
Photo by vale ♡
4.

IT'S ALL ABOUT THE DATA

WHY DO WE DO IT?
Photo by Tim . Simpson
5.

ANALYTICS LEVEL: RUBE GOLDBERG

HOW DO WE DO IT?
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6.

LET ME WALK YOU THROUGH

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IT STARTS THE MACHINE

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WHERE DOES IT COME FROM?

NO, NOT FROM THE STAFF HOLIDAY PARTY MUCH...
Photo by Great Beyond
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YOUR ANSWERS?

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HERE IS WHAT THE DATA SHOWED US:

  • Our most popular content was about job & internship listings
  • Date and time specific information about events followed
  • The website was largely a proxy for entry to the above
  • Calls to action needed traceable answers
  • Web content from other sources gets more traffic
Photo by Daniel Dionne
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ENTER THE FEEDS

JOBS, INTERNSHIPS, EVENTS, BLOGPOSTS, ETC...
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OUR VERY OWN RUBE GOLDBERG

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ONE CONDUIT

MANY FEEDS, MANY DESTINATIONS
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WHY SO INTRICATE?

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TO MEASURE

WHAT ARE THE RESULTS?
Photo by Leo Reynolds
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FIRST, A GAME.

WE ARE GOING TO PLAY SIX WORD STORY
The game. Six Word Story

Volunteers?

Career Center
Student
Buffer
Platform (Twitter, FB, etc...)
SSO
Experience

The career center whispers a noun

To buffer (adds whisper word) verb

to channels (adds whisper word) adverb

To students (adds) and or but

To SSO (adds) verb

To experience outside the room (can't whisper back to cc but adds adverb)


Photo by Stéfan
17.

THE PLAYERS

  • The Office (a noun)
  • The Buffer (a verb)
  • The Platform (an adverb)
  • The Audience (and or but)
  • The Gatekeeper & End (verb & adverb)
Photo by @yakobusan Jakob Montrasio 孟亚柯
18.

WE MEASURE MESSAGES

AS THEY LEAVE OUR OFFICES
Photo by Leo Reynolds
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WE MEASURE CLICKS

AS INITIAL ANSWERS TO OUR CALL TO ACTION
Photo by Leo Reynolds
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WE MEASURE THE GATE

TO UNDERSTAND THE PATH USERS TAKE
Photo by Leo Reynolds
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THEN WE STOP

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34.

BUT NOT REALLY

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35.

ONE EXAMPLE

TWEETS CLICKED
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SOCIAL MEDIA...

IS STILL A PLACE PEOPLE CAN INTERACT
Photo by Thomas Hawk
38.

WHO ARE THEY?

Photo by Great Beyond
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NOW WE CAN USE SOCIAL DATA TO KNOW WHO

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WE CAN REACH OUT DIRECTLY IF NEED BE

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IT'S ALL ABOUT THE DATA

IS IT TOO SPOOKY YET?
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EVEN FIND OTHERS TO REACH AS WELL

43.

KEEPING UP WITHOUT CROSSING THE LINE

REQUIRES MORE DATA IN MORE PLACES
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Douglas Lee Miller

about.me/douglasleemiller