social media target marketing and community building for business schools
DESCRIPTION
Target/Segmented Marketing for Business Schools using LinkedIn and Facebook.TRANSCRIPT
Tim AkinSr. Director of Marketing & Communications
University of California, DavisGraduate School of Management
AACSB Building B-Schools ConferenceMarch 2009
Target Marketing
Building Your Community
A radical change has
occurred in the world
of marketing…
“The social Web is a utility. Consumers read the newspaper, they watch TV, and listen to the radio but they participate in the social Web.”
– KlickNation Founder and CEO Mark Otero (UC Davis MBA alumnus 2007)
“Social media presents an opportunity for direct access to the people outside the company whom we now know control its brand, its fortune and its fate.”
– Mike Troiano Founding CEO, Ogilvy & Mather Interactive
Leveraging Two Leading Social Networks
= Your Virtual and Viral Personal Portfolio (you and your “band” of friends sharing
experiences)
vs.
= Your Virtual and Viral Professional Persona
(showcasing and managing your “pinstripes brand”)
Our Facebook Page
• Live 11/13/08
• 440+ Fans
• Video (clips, speakers, media)
• New Building Web Cam
• Photos (fans and school albums)
• Blogs (dean, faculty, students)
• Events
• Twitter Feeds
• RSS News Feeds
Social Network Ad Spend in U.S.
Facebook Ads: Working Professional MBA Programs
MBA Student Recruitment: San Francisco Bay Area & Sacramento
Market Segmentation: Geography (cities), Age (24-40), College Grads
Run: 01/28 - 02/09Impressions: 417,460Clicks: 97Click-Through Rate: 0.02Cost: $86.29
Run: 2/24 - First 72 hoursImpressions: 291,757Clicks: 77 Click Through Rate: 0.03Cost: $61.74
Run: 01/27 - 02/02Impressions: 129,924Clicks: 56Click-Through Rate: 0.04Cost: $44.40
Facebook Ad Campaign: 5 Mil. Impressions in 6 mos.
Date Total Impressions Total Clicks Total CTR Total Avg CPC Total Avg CPM Total Spent
8/1/08 43,693 29 0.0664 0.59 0.39 $17.12
9/1/08 1,408,498 506 0.0359 0.75 0.27 $381.00
10/1/08 568,583 137 0.0241 0.77 0.19 $105.98
11/1/08 823,081 216 0.0262 1.02 0.27 $219.77
12/1/08 209,410 40 0.0191 0.56 0.11 $22.25
1/1/09 1,085,903 305 0.0281 0.88 0.25 $269.02
2/1/09 898,514 233 0.026 0.91 0.24 $201.93
Totals 5,037,682 1,466 0.0323 $0.78 $0.25 $1,217.07
27 Ads Placed August 27, 2008 - Feb. 27, 2009
Attend Event/Web Application Accepted Enrolled
Bottom line: $65,000 - $75,000 fee revenue
Facebook Ad Campaign: ROI Measurement
• Impressions offer branding/visibility value in target markets
• Click-throughs: NOT THE measure of e-marketing success (does drive site traffic, can spark prospective student interest, etc.)
• Conversions are key: Qualified prospective MBA students(keeping in mind: initial interest to application period typically 1-2+ years)
UC Davis GSM Leveraging LinkedIn
• UC Davis Graduate School of Management Group• Highly targeted advertising to 25-45 year olds in
Sacramento and San Francisco Bay Area to recruit Working Professional MBA students
= 35 mil. Strong, Powerful Existing Network
Source: LinkedIn Internal Data – Jan. ‘09
1.6M members2004
4.4M members2005
8.5M members2006
10M members2007
35M membersAs of Feb
2009
2008: 33+M2007: 10M2006: 8.5M2005: 4.4M2004: 1.6M2003: 85K
38 new member sign-ups per minute; Avg. 350k per week
140 new invitations to join sent per minute; Avg. 200k+ per day
In January 2009, 1 million new member sign-ups in <17 days
• Created 9/11/07
• Alumni, students, faculty and staff only
• 900+ members
• One third of our b-school community
• Add ~10 members/wk.
• Promote in pubs,e-news, Web, word-of-mouth,word-of-mouse.
Our LinkedIn Group
UC Davis GSM LinkedIn Group: Testimonials
Alumnus John Argo ‘04Solar Energy Executive & Entrepreneur
President, GSM Alumni Association
“LinkedIn groups have really proliferated recently. I'm
in four renewable energy groups and more than that
for project management. It's proving to be a useful
way to cultivate new contacts that share a particular
interest. Updates are also useful ways to see what
others in your interest group are doing. LinkedIn is
much more useful than just a few years ago.”
B-School Presence on LinkedIn
• Unofficial census b-schools using LinkedIn Groups search
• 2,300+ groups: range from 6,388 to 2 members
• Institution vs. alumni/student/constituent “owned”
• Your university or business school may also have a “Company Profile.” Update it, add logo and description.
• Request a “Company Profile” for your business school.
• Post events on LinkedIn – promote with targeted “Direct Ads” at 60% CPM discount
Campus Collaborations: Think “LinkedIn” Networks
• Create new LinkedIn groups that connect, foster and speed interdisciplinary collaborations between alums, students, faculty, staff, executives, business partners.
• Examples – brainstorm more for your community:
Business/Engineering, Business/Medicine, Business/BioSci,Business/Law, Business/Public Health, Business/InfoTech
• Tap existing LinkedIn members and encourage more to join, participate and benefit/value from Group networks.
What’s Next @ UC Davis? Social Nets = $$$
• Models: My.BarackObama
• Customized Social Network Applications: BuzzEngine
BuzzEngine: A Social Net Syndication Engine
• Customizable Web Apps push content to and spread it virally through social nets.
• Leverage power of social nets to build brand, promote ideas, fundraise.
• Users invite their friends, share your content and send feed notifications.
Is this the Future of “Online Social Networking”?
THANK YOU!
Tim AkinSr. Director of Marketing
& Communications
UC Davis Graduate School of Management
timakinTwitter: @timakin
or@UCDavisMBA
Cynthia J. (C.J.) JacksonDirector of
Communications & Marketing
Baylor University's Hankamer School of
Twitter: @jacksoncj1 or
@Baylor_Business
QUESTIONS? … YOUR EXPERIENCES?