State of Facebook Marketing with Inigral Inc.

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State of Facebook Marketing with Inigral Inc.

  1. 1. The State of Facebook in Admissions Marketing Ÿ   Facebook Updates, Best Practices, And Success Metrics @bcroke #soFB12
  2. 2. Hi There!Follow along: #soFB12 Brandon Croke Marketing Manager @bcroke blog.inigral.com #soFB12
  3. 3. Agendaü  Facebook’s Latest Updatesü  Incoming Class of 2016 Analysisü  Current State of Success Metrics #soFB12
  4. 4. Social Media #soFB12
  5. 5. People use Facebook #soFB12
  6. 6. Social networks aren’t Pokemon, you don’t have to catch them all. #soFB12
  7. 7. Recent Changes•  Timeline for Brand and Profile Pages•  Groups for Schools•  Mobile Page Manager =   #soFB12
  8. 8. Page Manager App •  iPhone Page Manager –  Insights –  Posts –  Who likes/commentsExciting or Meh? #soFB12
  9. 9. Groups for Schools #soFB12
  10. 10. Groups for SchoolsSame groups, but require an .edu Current groups can’t integrateNo administrative “control”According to Oberlin College:-  95% groups had no activity-  50% of groups had less than 5 memberTakeaway: one more space to monitor #soFB12
  11. 11. Timeline for Brand Pages #soFB12
  12. 12. Timeline Changes•  Lost default Landing Tab (choose 3) •  20% less engagement on FB Tabs•  Direct messaging, pinning, new insights•  Scheduled Posts, Target Countries, •  There is 20% less space for student conversations, but 75% more space for imagery* #soFB12
  13. 13. 20% less spacePin Content #soFB12
  14. 14. State of Facebook for Admissions•  School-wide Facebook Page•  Class of 2016 Page/Group•  Schools App •  Personal Pages•  Facebook Advertising #soFB12
  15. 15. What’s happening in 2012? 160 Institutions Analyzed 98%100% 90% 80% 75% 70% 60% 50% 50% 40% 30% 30% 20% 10% 0% FB Page Class of 2016 Admissions 3rd Party #soFB12
  16. 16. Prospective Visits•  Only 27% students reported visiting a schools Facebook Page in their college searchNoel-­‐levitz  e-­‐expecta0ons  2011   #soFB12
  17. 17. Admitted Student Communities•  Class of 2016 Page•  Class of 2016 Groups•  Private social network (Schools App) #soFB12
  18. 18. Pages•  Pros and cons #soFB12
  19. 19. PagesPros Cons•  Broadcasting capability •  Content takes time•  Large welcome imagery •  Most fans don’t see•  Custom tabs content•  Facebook Insights •  Open to anyone •  Hard to monitor/measure #soFB12
  20. 20. Groups•  Pros and cons #soFB12
  21. 21. GroupsPros Consü  Place for students to talk ü  No metrics or reportingü  Can be open or closed ü  Hand approve membersü  Notifications ü  Hard to monitor/manageü  Group chat ü  Limited conversation space ü  Fragmentation #soFB12
  22. 22. Schools App #soFB12
  23. 23. Inside the Class of 2016 Most Popular Posts 40% 36% 35% 30% 24% 25% 20% 17% 16% 14% 15% 10% 5% 0% Roommate Excitement Introduction Hometown MajorMost engaging: Major, hometown, and common interests*#soFB12
  24. 24. Percent of Comments and Likes100% 90% 87% 80% 70% 64% 60% 50% Group Page 40% 36% 30% 20% 13% 10% 0% Comments Likes #soFB12
  25. 25. Beware of Imposters #soFB12
  26. 26. Posts on School-Sponsored vs. Third Party Sponsored Pages/Groups90% 82% 81% 81% 80%80% 73%70% 64%60% School Third Party50%40% 36%30% 27% 19% 20% 19% 18%20%10% 0% Affirmative Current Dorms Roommate Undecided Campus Decision Student Events #soFB12
  27. 27. What presence should we have? #soFB12
  28. 28. It DependsType of school and specific goals…1.  How much time do I have to dedicate?2.  How much money am I willing to invest?3.  How savvy is my team with Facebook?4.  What kind of buy-in do I need internally?5.  How data driven is my office/supervisors? #soFB12
  29. 29. Takeaways•  Secure your brand real-estate•  The medium affects the message•  Need data? Facebook alone won’t cut it #soFB12
  30. 30. Measuring SuccessJust because you can measure it doesn’t mean it matters.Data is not necessarily information #soFB12
  31. 31. Klout should not count #soFB12
  32. 32. Facebook Insights #soFB12
  33. 33. Pages•  Pros and cons #soFB12
  34. 34. #soFB12
  35. 35. #soFB12
  36. 36. grader.inigral.com #soFB12
  37. 37. Still a Disconnect 90 VPs, Deans, Directors Surveyed100% 90% 80% 70% 60% 50% 92% 86% 40% 30% 20% 33% 10% 0% Social Engagement is Social Media is Used Happy with Success Important Metrics #soFB12
  38. 38. Enrollment Outcomes #soFB12
  39. 39. Google Analytics Goals/UTM #soFB12
  40. 40. Google Analytics Goals/UTM #soFB12
  41. 41. Page/Group Enrollment SheetFirst Name Last Name Enrolled? Automatic Joined FB Page?Sara Smith Yes ENROLLED NoJames Dillon No NoRitu Ahmed Yes ENROLLED Yes Admit Enrollment Yields for Facebook Page Users and Non-Users80.00% 70.83%60.00% 40.03%40.00% 30.77%20.00% 0.00% All Admits Facebook Admits Non-Facebook Admits #soFB12
  42. 42. Facebook Data is Limited•  Hometown•  Planned Major•  Times visited•  Friends made•  Number of questions asked•  Conversations started•  Interests on campus #soFB12
  43. 43. Private Networks Are Truly Social•  Meet Sarah•  Columbus, Ohio•  Social Work•  10 visits to the community•  12 friendships made•  Asked 1 question•  Started 3 conversations•  Interests: volunteering, guitar, and Harry Potter #soFB12
  44. 44. Individual Student Attention Friends Made Conversations started #soFB12
  45. 45. Schools App Data 2011 Admit Enrollment by Ethnicity All Schools App Users Non-users80% 76% 76% 72% 71%70% 67% 59%60%50% 42%40% 33% 33% 36% 29%30% 24% 25% 25% 19% 19%20% 14% 17% 16% 11% 11%10% 0% Asian Black or African Hawaiian / Pacific Hispanic / Latino Non-Resident White Other/NA American Islander Alien #soFB12
  46. 46. QuestionWhat’s more important to track the # of likeson a page or the # of friends a studentmakes? Friends and Enrollment Friends Yield 0 friends 45.0% 1+ friends 74.9% 2+ friends 80.5% 6+ friends 92.3% 12+ friends 100.0% #soFB12
  47. 47. In Conclusion•  Focus, don’t get distracted by shiny objects•  Best practices are up in the air•  Reserve your space and collect data now•  Social Enrollment Management is the future #soFB12
  48. 48. The State of Facebook in Admissions Marketing Ÿ   Questions? email: bcroke@inigral.com blog.inigral.com @bcroke #soFB12
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