Gene BeginMarketing Director
Undergraduate SchoolBabson College
COMMUNITY-WIDE VS.
COMPARTMENTALIZING:
Building Relationships
Through Facebook
MOST IMPORTANT QUESTION:
Who Is Your Audience?
OR
Who Are Your Audiences?
…for each specific Facebook platform objective
COMMUNITY-WIDE
VS.
COMPARTMENTALIZING
COMMUNITY-WIDE
&
COMPARTMENTALIZING
COMMUNITY-WIDEthroughout a community
Facebook Example: Pages
Facebook Benefit: Broadcast messaging
COMPARTMENTALIZINGto separate into distinct parts or categories
Facebook Example: Groups
Facebook Benefit: Member-to-member collaboration
P.S. – Pages can still be used for compartmentalizing
COMMUNITY-WIDE
The whole is greater than the sum of its parts…
sometimes.
OUR ORIGINALFACEBOOK PAGE STRATEGY
RESULTS & FINDINGSSUCCESSES AND FAILURES OF FACEBOOK PAGES
• In driving traffic to our website, Facebook has been the 7th, 5th and 8th most popular referrer in past 3 years
• Most popular posts in terms of interactions (likes and comments)o U.S. News & World Report Rankingso Bloomberg BusinessWeek Rankingso Rankings Celebration Video
• Males 25 – 34 are largest audienceo 34% of fans/likes are 18 - 24 years of ageo 5% of fans/likes are 13 – 17 years of age
• Eliminated Admission and Registrar Pages due to lack of interactiono Combined resources with main Babson College pageo Compartmentalized those activities
COMPARTMENTALIZING
Different audiences need targeted influence
RESULTS & FINDINGSSUCCESSES AND FAILURES OF FACEBOOK GROUPS
• Incoming Class Dean’s Groups membership have grown o 20% of incoming class in ’07o 25% in ‘08o 31% in ‘09o 34% in ’10o Group video contests – successful one year, not the nexto If you don’t create it, others will beat you to it!
• Successful compartmentalized groups/pageso Babson Athleticso Babson Commencemento Babson Career Developmento Babson Parentso Different than just departments
GROUPS!
• Determine the audience, but be flexible if new
• Clearly define goals and objectives for EACH Facebook activity
• Test and track
• 50/50 rule for community-wide platforms
• Targeted influence for compartmentalizing platforms; think of life transition points
KEY TAKEAWAYS
