Community-Wide <br />vs.<br />Compartmentalizing:<br />Building <br />Relationships <br />Through Facebook<br />Gene Begin...
Most Important Question:<br />Who Is Your Audience?<br />OR<br />Who Are Your Audiences?<br />…for each specific Facebook ...
Community-Wide<br />VS.<br />Compartmentalizing<br />
Community-Wide<br />&<br />Compartmentalizing<br />
Community-Wide<br />throughout a community<br />Facebook Example: Pages<br />Facebook Benefit: Broadcast messaging<br />Co...
Community-wide<br />The whole is greater than the sum of its parts…<br />sometimes.<br />
Our Original<br />Facebook Page strategy<br />
Results & findings<br />Successes And Failures of Facebook Pages<br /><ul><li> In driving traffic to our website, Facebook...
 Most popular posts in terms of interactions (likes and comments)
U.S. News & World Report Rankings
Bloomberg BusinessWeek Rankings
 Rankings Celebration Video
Males 25 – 34 are largest audience
 34% of fans/likes are 18 - 24 years of age
 5% of fans/likes are 13 – 17 years of age
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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 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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Transcript of "Community-Wide vs. Compartmentalizing: Building Relationships Through Facebook"

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