Patrick Ottenhoff Kenan

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A Facebook ad campaign I ran to get into Kenan-Flagler.

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Patrick Ottenhoff Kenan

  1. 1. A Case Study: Social Media and B-School Admission<br />by Patrick Ottenhoff,<br />Applicant for Class of 2012<br />
  2. 2. Target: Kenan-Flagler Network. <br />Goals: Reach decision-makers; conduct research; ask for advice<br />Patrick Ottenhoff | patottenhoff@gmail.com<br />
  3. 3. Landing Page: patrickottenhoff.com/about<br />Page includes a brief note inviting people to contact me <br />and an infographicof my resume<br />Patrick Ottenhoff | patottenhoff@gmail.com<br />
  4. 4. Infographicof my resume<br />Patrick Ottenhoff | patottenhoff@gmail.com<br />
  5. 5. Response Rate: 105 Clicks, 54 resume views, ~12 emails<br />Patrick Ottenhoff | patottenhoff@gmail.com<br />
  6. 6. Feedback and Encouragement<br />“Your Facebook ad might be the very first ad I ever clicked on”<br />“I saw your ad on Facebook and thought it was a really innovative idea."<br />“I’m in the field of digital metrics, so you got my attention!”<br />“That was pretty cool dude. Well done.”<br />“Definitely shows ambition and passion for your line of work.”<br />“I’m an Alumnus of Kenan-Flagler’s OneMBA program – 2008. Love your social media connection idea.”<br />Patrick Ottenhoff | patottenhoff@gmail.com<br />
  7. 7. Advice and Networking<br />“I’m forwarding the link to a few folks in the K-F office to let them know I saw it and how it drew my attention immediately. ”<br />“I did like UNC. It’s great for entrepreneurship if you want to take some of this energy and start something for yourself.”<br />“Seems like you would make a great addition to the school, especially if you were willing to lend your talents / experience to some of the clubs … like the MarComm Advisory Board.”<br />“The best professor I had around marketing metrics would be Charlotte Mason. There are some great innovation professors too that might dabble in the Web 2.0 world, so try Arvind Malhotra.”<br />Patrick Ottenhoff | patottenhoff@gmail.com<br />
  8. 8. Patrick Ottenhoff’sFacebook Ad Campaign<br />Investment:<br /> The value of a night out in Chapel Hill<br />Reward:<br />An MBA education from Kenan-Flagler<br />Thank you for your interest! As of April 20, 2010, I was still waiting to hear from the Admission’s office, so there still time to send pass this on!<br />Patrick Ottenhoff | patottenhoff@gmail.com<br />

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