PagesNewest addition. For businesses, celebrities, non profitsPros:Can track statistics, Insights, ROIEvery bell/whistle imaginableNo admin showing – greater distance between you and your audienceCons:Harder to reach out to fans (can’t send message to their inbox)Page updates are by default hidden. Hard to figure out who’s the admin (student/alumni run)
SPECIFIC TO ADMISSIONFB page for accepted students 50 kids on it, kid to kid, entering 9th-12th, most vocal is 9thhands-off by adults, managed by Jesse, full access to uplaod photos, videosOn main FB page - open to alumni/parents who regularly post to answer questions by prospective families. (2, 163 people, 115 unique users)current student tour guides - 10- talk to prospective students - 4 to 5 students per tour guidemission-driven - about making connections, the most nontraditional of the little ivies, no competitor on social media.Branding - on back of business cards, on publications, on all ads - links to flickr, fb, you tube and soon twitterconsense - new dean of enrollment gave full go ahead and created this position (communications __ and admission)soc media now in stratmktg planROI - best appplication year in 10 years.
Admission – accepted, not yet enrolled
Facebook--Bill Bonin, Christchruch, VA - inquiry page, 30 members, 2x3 week content, not as successful, current students don't want him to have access to their profiles. page/group/page--ASB FB for enrolled not yet attended classes--dorisweber - FB for inquiries, FB picnic
Incoming parents of JKGreensboro Country DayDon’t have to think big or complicated
Polls – Pope John Paul II HSFlickr – Northfield Mount Hermon
South Korea to Missouri story.
How do you track the effectiveness of your Facebook campaign? By friends/members/fans? They can join then never return. Need insights, like googleanalytices
Interactions – comments/wall posts/likes
Rob will say more here.
Facebook to your school site
In sumConsumers make decisions using not just traditional marketing messages but messages shared and created by their peers.Parents, alumni, students, even faculty use social media sites to connect with one another and share/publish content.Independent schools can and should provide authentic space and place for these conversations.Value-added nature of independent schools – we form meaningful relationships with our constituents in ways our public school peers cannot.In an uncertain economy, no better time to let go, listen and learn.
Kimball Union – Alumni party in Bostonbusiness men and retired folks nice, formal invitations posted the event on FACEBOOK – a photo of the Boston skyline with FREE PARTY on it young alums who we would never have seen in the past
More than 200 million active users More than 100 million users log on to Facebook at least once each day More than two-thirds of Facebook users are outside of college The fastest growing demographic is those 35 years old and oldeConsider that the average time spent on Facebook is 19 minutes a day.
Personal Profiles:Oldest way to connectFacebook was built for thisMembers – FriendsEasiest to connect with folksYou must use your personal profile – Lorrie Jackson – as your contact. NO Phoney ProfilesCons – sacrifice your personal experience on Facebook AND folks must know you very very well to find you (can’t search for your school on facebook).Robin Kennedy, tampa prep, 26 yrs, well known as alumni dir. 844 friends.
GroupsMembers are membersPros:Acts a lot like personal profileSending messages goes straight to inboxCons:Little separation btwn administrators and members (no personal space)No way to track trafficFew bells and whistles
Dive Deep Into Facebook 5 20 09
Dive Deep into
Director of Marketing