social media target marketing and community building for business schools

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Tim Akin Sr. Director of Marketing & Communications University of California, Davis Graduate School of Management AACSB Building B-Schools Conference March 2009 Target Marketing Building Your Community

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Target/Segmented Marketing for Business Schools using LinkedIn and Facebook.

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Page 1: Social Media Target Marketing and Community Building for Business Schools

Tim AkinSr. Director of Marketing & Communications

University of California, DavisGraduate School of Management

AACSB Building B-Schools ConferenceMarch 2009

Target Marketing

Building Your Community

Page 2: Social Media Target Marketing and Community Building for Business Schools

A radical change has

occurred in the world

of marketing…

Page 3: Social Media Target Marketing and Community Building for Business Schools

“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)

Page 4: Social Media Target Marketing and Community Building for Business Schools

“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

Page 5: Social Media Target Marketing and Community Building for Business Schools

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”)

Page 6: Social Media Target Marketing and Community Building for Business Schools

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

Page 7: Social Media Target Marketing and Community Building for Business Schools

Social Network Ad Spend in U.S.

Page 8: Social Media Target Marketing and Community Building for Business Schools

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

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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

Page 11: Social Media Target Marketing and Community Building for Business Schools

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)

Page 12: Social Media Target Marketing and Community Building for Business Schools

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

Page 13: Social Media Target Marketing and Community Building for Business Schools

= 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

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• 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

Page 18: Social Media Target Marketing and Community Building for Business Schools

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.”

Page 19: Social Media Target Marketing and Community Building for Business Schools

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

Page 20: Social Media Target Marketing and Community Building for Business Schools

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.

Page 21: Social Media Target Marketing and Community Building for Business Schools

What’s Next @ UC Davis? Social Nets = $$$

• Models: My.BarackObama

• Customized Social Network Applications: BuzzEngine

Page 22: Social Media Target Marketing and Community Building for Business Schools

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.

Page 23: Social Media Target Marketing and Community Building for Business Schools

Is this the Future of “Online Social Networking”?

Page 24: Social Media Target Marketing and Community Building for Business Schools

THANK YOU!

Tim AkinSr. Director of Marketing

& Communications

UC Davis Graduate School of Management

[email protected]/in/

timakinTwitter: @timakin

or@UCDavisMBA

Cynthia J. (C.J.) JacksonDirector of

Communications & Marketing

Baylor University's Hankamer School of

[email protected]

Twitter: @jacksoncj1 or

@Baylor_Business

QUESTIONS? … YOUR EXPERIENCES?