1. GRE® revised General Test
Quarterly Social Report
Q3 | 2015

2. AGENDA 2015 Q3 Executive Summary Notable Highlights Brand Perception
Campaign
Platforms
Brand Perception
Conversation
Sentiment
Brand Engagement
Presence
Influence
Resonance
Differentiation
Appendix

3. 2015 Quarterly Social Report
EXECUTIVE SUMMARY Q3

4. Q3 Social Report Executive Summary1
TBD 2
TBD 3
TBD

5. 2015 Q3 Social Report
NOTABLE HIGHLIGHTS
+ Campaigns
+ Platforms

6. Notable Highlight TBD
Facebook Ad views – won’t be charged unless someone fully views your ad.

7. Notable Highlight TBD
Video???

8. 2015 Quarterly Social Report
CAMPAIGN 2 RECAP Q3

9. Consideration Campaign 2: Objectives Recap On June 30th, The GRE program launched its second social campaign focused on the Consideration phase of the test-taker journey with a focus on Studying and Test Preparation. The second social campaign provided resources to help students advance through their journey toward taking the test Communication Objective:
Drive confidence and reinforce perception of GRE as the smarter test option by being a friendly go-to-source for tips, help and guidance.
Continue to drive home the Power of Confidence message brought to life through content that takes on a mentoring tone to educate and encourage those considering graduate or business school.

10. Highlights Consideration Campaign 2
Average Engagement Campaign 2
6/30 – 8/20
Average Engagement
Campaign 1
4/10 – 6/16
YoY 2014
Notes
Campaign Posts ? 19 51
Please note since campaigns were not a part of the social strategy in This is a comparison of engagement versus the same time period last year.
Average Daily Engaged Users
13,909
(+37%)
10,114
On average we are seeing an increase in daily engaged users, we attribute this to the content and CTAs fostering engagement
Average Engagement Rate
3.4%
(-15%) 4%
Slight dip in engagement versus timeframe last year which can be attributed to new content series testing and increased media spend during Campaign 1.
Acquired Fans
58,334
(+34%)
43,342
Since last year the community has grown by 34%

11. Content Performance Consideration Campaign 2
Content series
Metrics
Observation
Prep Personalities
5 posts
Average Engagement Rate 2%
The goal of this series was to highlight popular careers that require an advanced degree and inspire fans to achieve that in their lives. We saw low levels of engagement among this series. While the number of video views was high, there was a large drop off rate of video completions. The average view time was 10 – 15 second videos. Proving our audience didn’t connect with the content for the duration of the video. Continue to test various video length times to discover the ‘sweet spot’ for highest video engagement.
Prep Talks
9 posts
Average Engagement Rate 4.89%
Due to some negative comments we received on posts in this tactic around the use of children in imagery, this content series was primarily organic. This drove the engagement rate due to low overall impressions. The goal was to tap into uninhibited motivation that people express as children and inspire them to achieve their goals. Moving forward, we recommend avoiding the use of children in imagery.
Prep Habits
4 posts
Average Engagement Rate 3%
The goal of this post was to show the audience that although certain tasks seem insurmountable at first, they can overcome them with the right attitude. The use of “Can-Do” cat was meant to be a test to see if the “Internet cats” craze resonated well with our audience. Judging from our comments, the cat didn’t add anything to the story being told. We recommend only leveraging animals in future creative if directly related to the story being told/data presented.
Go-Getting Guru
6 posts
Average Engagement Rate 4.06%
The largest content series in campaign 1 and overall most successful. The goal was to provide support in the form of motivational quotes, which we know resonate well with our audience. The series drove positive sentiment and high levels of shares and comments. Proving inspiration-based content aligns with the trends in seasonality. We recommend continue to leverage motivational quotes geared towards different phases of the journey to continue to motivate our audience and foster feelings of empowerment.

12. Content Performance Consideration Campaign 2
Content series
Metrics
Observation
Rock Star Careers
5 posts
Average Engagement Rate 2%
The goal of this series was to highlight popular careers that require an advanced degree and inspire fans to achieve that in their lives. We saw low levels of engagement among this series. While the number of video views was high, there was a large drop off rate of video completions. The average view time was 10 – 15 second videos. Proving our audience didn’t connect with the content for the duration of the video. Continue to test various video length times to discover the ‘sweet spot’ for highest video engagement.
Poised for Success
Average Engagement Rate 4.89%
Due to some negative comments we received on posts in this tactic around the use of children in imagery, this content series was primarily organic. This drove the engagement rate due to low overall impressions. The goal was to tap into uninhibited motivation that people express as children and inspire them to achieve their goals. Moving forward, we recommend avoiding the use of children in imagery.
Can-Do Cat
1 posts
Average Engagement Rate 3%
The goal of this post was to show the audience that although certain tasks seem insurmountable at first, they can overcome them with the right attitude. The use of “Can-Do” cat was meant to be a test to see if the “Internet cats” craze resonated well with our audience. Judging from our comments, the cat didn’t add anything to the story being told. We recommend only leveraging animals in future creative if directly related to the story being told/data presented.
Go-Getting Guru
8 posts
Average Engagement Rate 4.06%
The largest content series in campaign 1 and overall most successful. The goal was to provide support in the form of motivational quotes, which we know resonate well with our audience. The series drove positive sentiment and high levels of shares and comments. Proving inspiration-based content aligns with the trends in seasonality. We recommend continue to leverage motivational quotes geared towards different phases of the journey to continue to motivate our audience and foster feelings of empowerment.

13. Inside the GRE® Test: Live Prep Talk Consideration Campaign 2
Goal: ETS test prep experts provide preparation tips and answer audience questions about the GRE® revised General Test.
KPI Metrics
Inside the GRE
July 8, 2015
October 8, 2014
% Change from LY
Event RSVP Breakdown ?
3.2k went
105 maybe
386 invited
Questions Asked/Answered
75/65
High-level Event Page Insights
44k reached
23k viewed
3.7k engaged
Community Growth

14. Facebook Community Sentiment Consideration Campaign 2
The overall Facebook sentiment remained positive since Q1 and the community shares more good vibes than bad with the GRE page
In Q2 campaigns 1 and 2 were launched with the goal of driving engagement and comments; positive sentiment continued to dominate but some negative commentary crept in likely due to more open-ended questions and encouragement of conversation

15. BRAND PERCEPTION Conversation 2015 Q3 Social Report
+ Conversational Volume
+ Conversational Topic Waves
+ Conversational Affinities
+ Sentiment

16. Source: Crimson Hexagon Listening Monitor
Category Post Volume
Category-level conversation in Q2 spikes on Tuesday-Thursday of each week between the time of 9am-4pm. May was the month with the highest level of conversation volume.
Decrease in category level
conversations versus Q2 2014
Decrease in category level
conversations vs Q1 2015
-17%
-0.6%
Please note on May 23rd there was a singing competition held in Greece using the hashtag #gre to promote the event which caused a large spike in conversation
Crimson Hexagon – April 1 – June 30, 2015
Topic Waves, selecting “GRE”
Source: Crimson Hexagon Listening Monitor

17. Branded Post Volume: GRE
Looking at branded post volume in Q2, GRE was mentioned in 13% of conversations. Conversations spiked when discussing the intention to take the GRE and GRE scores.
Crimson Hexagon – April 1 – June 30, 2015
Topic Waves, selecting “GRE”
Source: Crimson Hexagon Listening Monitor

18. Branded Post Volume: GMAT
Looking at branded post volume in Q2, GMAT was mentioned in 4% of conversations. Conversations spiked when discussing studying for the GMAT, GMAT scores and deciding whether to take the GMAT or GRE.
Crimson Hexagon – April 1 – June 30, 2015
Topic Waves, selecting “GRE”
Source: Crimson Hexagon Listening Monitor

19. Conversation: Topics of Focus
> The most frequently mentioned topics alongside “GRE” in Q2 were around preparing for and taking the test, along with conversations around GRE scores.
Brand Level:
Category Level:
GRE
> At the category level, the majority of conversations are centered around MBA and business school. GRE is the only test mentioned directly in MBA conversations. This is a change from Q1, GMAT was the only brand mentioned last quarter.
Source: Crimson Hexagon Listening Monitor

20. Conversation: Topics of Focus
When looked across the timeframe of Q2, the top discussed topics around the category, representing most of the volume of the conversation were:
>Grad School
>Business School
>Graduate School
>MBA Jobs
>School this year
>MBA Program
Implication:
There is an opportunity to increase the Business School conversation and continue to drive awareness that GRE is b- school accepted.
Source: Crimson Hexagon Listening Monitor

21. Conversation: User Affinities
Those posting about GRE are more likely to discuss topics such as:
MBA Programs
Business News
Online Learning
Test Preparation
Entrepreneurship
Innovation
Careers
And less likely to discuss:
Homework
MTV
Video Games
Fashion
Basketball
Science and Technology
People posting about GRE are MORE likely to discuss these topics
People talking about GRE are LESS likely to discuss GRE
Affinities
Interests
Interests are assigned to individuals using an algorithm that analyzes the people and organizations that individuals engage with and the topics those people and organizations talk about.
% in Monitor
The percent of posts within this monitor by authors with a given interest.
% on Twitter
The percent of posts on Twitter by authors with a given interest.
% in Compared
Shown only when a monitor is selected for comparison. The percent of posts in this monitor by authors with a given interest.
Affinity
Comparison of an interest's popularity amongst authors in this monitor relative to the compared group.
Source: Crimson Hexagon Listening Monitor

22. BRAND PERCEPTION Sentiment 2015 Q3 Social Report + Conversation
+ Category Level Sentiment
+ Branded Sentiment
+ Competitive Sentiment

23. Source: Crimson Hexagon Listening Monitor
Sentiment: Category
When looking at the conversation broadly, the positive mentions result from discussions around the top ranked schools and programs. There is also a sense of excitement around graduation.
The negative posts are resulting from those discussing acceptance requirements, the cost of graduate school, anxiety of balancing work and school, and the job search.
The majority of conversations (69%) were classified as neutral and focused on MBA programs and jobs.
Positive
Posts
18%
Negative
Posts
13%
Source: Crimson Hexagon Listening Monitor

24. Source: Crimson Hexagon Listening Monitor
Sentiment: Brand
When looking at brand sentiment conversations GRE had more positive mentions than negative
The positive posts leaned towards those discussing taking the test and receiving good scores.
The negative posts were generally focused around worry over test and GPA scores and a fear of taking the GRE and GMAT.
Positive
Posts 3%
Negative
Posts 1%
Source: Crimson Hexagon Listening Monitor

25. Sentiment: Competitive
When looking at brand sentiment conversations GMAT had more negative mentions than positive
The positive posts leaned towards those discussing test preparation, studying to get higher scores and the MBA admissions requirements.
The negative posts were generally focused on difficulty around taking the test specifically the quant section, worry over work experience and low GMAT scores.
Positive
posts 1%
Negative
posts 2%
Source: Crimson Hexagon Listening Monitor

26. + Review of Owned Social Communities
2015 Q3 Social Report
BRAND ENGAGEMENT
Presence
+ Review of Owned Social Communities
+ Influence
+ Resonance
+ Differentiation

27. GRE® Presence: Q3 KPI Review
Metric
April
May
June
Notes
Page Likes
603,224
(+1.83%)
646,233 (+7.13%)
668,440 (+3.43%)
Consistent growth in page likes due to organic growth and strategic media support
Post Reach
(Daily Average)
788,936
750,681
(-4%)
955,329
(+27%)
Strategic media support and “share” CTAs within post copy continued to drive post reach and engagement. There was a slight decrease in post reach in May due to a reduce in paid support, however reach was boosted and increased in June
Engaged Users (Daily Average)
17,637
(+19%)
17,649
(+.06%)
20,508
(+16%)
Engagement rate benchmarks increased in Q from Q for both paid and organic content
IMPLICATIONS:
Comparing Q with the same timeframe in 2014, the importance for organic content to “cut through the clutter” has become even more important and relevant. Powerful organic content, combined with a strategic paid social media strategy, continues to be the main driver for reaching new fans as content development kicks off in Q

28. GRE® Presence: Audience Analysis
› PRIMARY AUDIENCE - Facebook continues to be dominated by males aged The top 5 countries making up the fanbase are India, Pakistan, USA, Bangladesh and Indonesia, while the top engaged countries are India, Pakistan, Bangladesh, Indonesia, Nepal.
IMPLICATIONS:
Through Q2 we kept our core audience engaged while reaching new fan bases. There is an opportunity to better engage the US fanbase and grow Tier 2 fanbase, and to drive reach into our fans’ networks by fostering shares and growth in engagement.

29. + Message Amplification
2015 Q3 Social Report
BRAND ENGAGEMENT
+ Presence
Influence
+ Message Amplification
+ Resonance
+ Differentiation

30. GRE® Presence: Message Amplification
In Q2 the paid media strategy focused on boosting campaign content, cross-promoting the LinkedIn community, and on putting efforts behind geo- targeted posts to reach core markets. Spend increased by 42% from Q1 to Q2, resulting in significant growth and engagement. Q2 paid social generated 57,246 new page likes and 243 registrations. The Like Ad in May drove 27k page likes.
Media $ Spend
April
$23,966
May
$34,243
June
$31,211
Boosted Posts 4 5 11
Like Ads 1
Results from paid social.
In Q2 & beyond this will also include the geo targeted results & capacity updates
Touting prep materials
Sunsetting of USA page, driving to the Global page
Driving fans to like us on Instagram with a cross promotional ad
Announcing the TOEFL official blog to the India audience
IMPLICATIONS:
With the campaign 3 launch in September, paid social will focus primarily on driving business school, retake, and urgency messages in the US, India, and China

31. BRAND ENGAGEMENT Resonance 2015 Q3 Social Report + Presence
+ Influence
Resonance
+ Content Engagement
+Key Highlights
+ Differentiation

32. GRE®: Q3 Content Review › TOP PERFORMING: PAID CONTENT
Reach:
486,400
Likes:
30,048
Comments: 49
Shares:
328
Engagement Rate:
6.26%
Q Organic E/R Benchmark:
1.82%
Reach:
2,472,960
Likes:
120,464
Comments:
267
Shares:
284
Engagement Rate:
4.89%
Q Organic E/R Benchmark:
1.82%
Reach:
2,379,776
Likes:
101,204
Comments:
286
Shares:
696
Engagement Rate:
4.26%
Q Organic E/R Benchmark:
1.82%
OBSERVATIONS:
The awareness campaign launched in Q2 and posts containing inspiration-based content about achievement and opportunity received the highest levels of engagement aligning with seasonality trends and boosting the primary message for the timeframe.

33. GRE®: Q2 Content Review › TOP PERFORMING: ORGANIC CONTENT
Reach:
30,896
Likes:
789
Comments: 86
Shares: 16
Engagement Rate:
2.88%
Q Organic E/R Benchmark:
1.26%
Reach:
17,280
Likes:
461
Comments: 5
Shares: 21
Engagement Rate:
2.82%
Q Organic E/R Benchmark:
1.26%
Reach:
12,848
Likes:
296
Comments: 19
Shares: 14
Engagement Rate:
2.56%
Q Organic E/R Benchmark:
1.26%
OBSERVATIONS:
In Q2 Facebook updated its algorithm, making organic content harder to be seen by audiences. Keeping this change in mind, compelling content was created that would connect with the community. The top performing organic content fostered engagement among community members and the audience response was high when asking them to share their experience or tips proving humanized and real-time content works best on the platform.

34. GRE®: LinkedIn Q3 Content Review › TOP PERFORMING CONTENT
Impressions:
1,146,795
Clicks:
6,687
Interactions:
1,098
Engagement:
0.78%
Details:
Paid
OBSERVATIONS:
>As the LinkedIn community is still in its infancy we are able to make observations around content performance
>Infographic-style content is top performing. This is aligned with the nature of the platform. The LinkedIn community seeks information from reliable sources.
>Content that provides value and help is seeing the highest levels of engagement
>Promotional content is underperforming on the platform. This aligns with the nature of social media, audiences are seeking helpful information and tend to avoid promotions.
>We can test using different creative in infographic or article style to see if this helps raise engagement on promotional posts
Impressions:
4,179
Clicks: 67
Interactions: 21
Engagement:
2.11%
Details:
Organic
› LEAST PERFORMING CONTENT
Impressions:
2,196
Clicks: 11
Interactions: 4
Engagement Rate:
0.64%
Details
Organic

35. + GRE Versus GMAT Owned Properties
2015 Q3 Social Report
BRAND ENGAGEMENT
+ Presence
+ Influence
+ Resonance
Differentiation
+ GRE Versus GMAT Owned Properties

36. GRE® vs GMAT: Q3 Analysis
Metric
GRE
GMAT
NOTES
Total Page Likes
694,757
426,807
The GRE community continues to outpace the GMAT community in terms of community growth. The GRE community is 38% larger than GMAT.
New Facebook Page Likes
+73,340
+101,022
Despite a larger overall audience, GRE saw a slower acquisition rate for new community members. In Q3 we will continue to test the optimal mix of boosted posts and like ads to drive community growth and engagement.
Facebook Fan Growth Rate*
+12.7%
+34.9%
GMAT’s paid efforts primarily went to supporting like ads versus boosting posts, leading to growth during Q2. For GRE, the slower growth rate in fans was primarily due to the choice to boost geo-targeted and campaign posts over like ads.
Facebook Engagement Score**
908
470
The GRE community continues to far outpace the GMAT community in terms of overall engagement score, a benchmarking measure of audience responses to the brand's content and activity. This is proof we are winning in social race against GMAT!
*Fan Growth Rate benchmark for education pages according to UnMetric
**To calculate the engagement score, we weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance. We then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content.

37. Thank you!

38. 2015 Quarterly Social Report
APPENDIX

39. Social Listening Methodology
MRM//McCANN’s license with awarded and Forrester-recognized proprietary software, Crimson Hexagon, enables us to monitor online conversations about choice keywords. It also provides insights into sentiment of conversations, trending topics, sources, and the high level demographics of participants.
Time Period: 4/1/15 through 6/30/15
Engaged Platforms: Facebook, Twitter, YouTube, Forums, Blogs (includes Instagram, Tumblr, Pinterest, LinkedIn), Comments, Reviews, News
Keywords Sought: GRE, GMAT, revised general test, graduate school, grad school, b school, business school, MBA

40. Conversation: User Affinities
Affinity Tracking shows the relationship between interest segments and people conversing about GRE. Identifying these conversational affinities has implications into behaviors, content development, 3rd party alignment and even media targeting.
MORE likely to discuss GRE
LESS likely to discuss GRE
The larger the bubble, the greater volume of conversations featuring this conversational link
The further left the bubble, the higher the link between those conversing about GRE and the shown topic
Affinities
Interests
Interests are assigned to individuals using an algorithm that analyzes the people and organizations that individuals engage with and the topics those people and organizations talk about.
% in Monitor
The percent of posts within this monitor by authors with a given interest.
% on Twitter
The percent of posts on Twitter by authors with a given interest.
% in Compared
Shown only when a monitor is selected for comparison. The percent of posts in this monitor by authors with a given interest.
Affinity
Comparison of an interest's popularity amongst authors in this monitor relative to the compared group.