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Community-Wide vs. Compartmentalizing: Building Relationships Through Facebook
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Community-Wide vs. Compartmentalizing: Building Relationships Through Facebook

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Most of your constituents are on Facebook and each of them is looking to engage with you in different ways at different times of their lives. To meet the varied needs of your constituents, your …

Most of your constituents are on Facebook and each of them is looking to engage with you in different ways at different times of their lives. To meet the varied needs of your constituents, your Facebook presence and communication strategy must take many forms. This session will explore the ways one College continuously reshapes its engagement strategy and will share the successes and challenges it has met in doing so.

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  • 1. Community-Wide
    vs.
    Compartmentalizing:
    Building
    Relationships
    Through Facebook
    Gene BeginMarketing DirectorUndergraduate SchoolBabson College
  • 2. Most Important Question:
    Who Is Your Audience?
    OR
    Who Are Your Audiences?
    …for each specific Facebook platform objective
  • 3. Community-Wide
    VS.
    Compartmentalizing
  • 4. Community-Wide
    &
    Compartmentalizing
  • 5. Community-Wide
    throughout a community
    Facebook Example: Pages
    Facebook Benefit: Broadcast messaging
    Compartmentalizing
    to separate into distinct parts or categories
    Facebook Example: Groups
    Facebook Benefit: Member-to-member collaboration
    P.S. – Pages can still be used for compartmentalizing
  • 6. Community-wide
    The whole is greater than the sum of its parts…
    sometimes.
  • 7. Our Original
    Facebook Page strategy
  • 8.
  • 9.
  • 10.
  • 11. Results & findings
    Successes 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
    • 12. Most popular posts in terms of interactions (likes and comments)
    • 13. U.S. News & World Report Rankings
    • 14. Bloomberg BusinessWeek Rankings
    • 15. Rankings Celebration Video
    • 16. Males 25 – 34 are largest audience
    • 17. 34% of fans/likes are 18 - 24 years of age
    • 18. 5% of fans/likes are 13 – 17 years of age
    • 19. Eliminated Admission and Registrar Pages due to lack of interaction
    • 20. Combined resources with main Babson College page
    • 21. Compartmentalized those activities
  • Compartmentalizing
    Different audiences need targeted influence
  • 22.
  • 23.
  • 24.
  • 25. Results & findings
    Successes And Failures of facebook groups
    • Incoming Class Dean’s Groups membership have grown
    • 26. 20% of incoming class in ’07
    • 27. 25% in ‘08
    • 28. 31% in ‘09
    • 29. 34% in ’10
    • 30. Group video contests – successful one year, not the next
    • 31. If you don’t create it, others will beat you to it!
    • 32. Successful compartmentalized groups/pages
    • 33. Babson Athletics
    • 34. Babson Commencement
    • 35. Babson Career Development
    • 36. Babson Parents
    • 37. Different than just departments
  • Groups!
  • 38. Key Takeaways
    • Determine the audience, but be flexible if new
    • 39. Clearly define goals and objectives for EACH Facebook activity
    • 40. Test and track
    • 41. 50/50 rule for community-wide platforms
    • 42. Targeted influence for compartmentalizing platforms; think of life transition points

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