+    Gator MBA Gear    Mark Feiman   Katie Meyer    Ken Miller    Lisa Mahoney
+    Gator MBA Gear    Client       Gator MBA Gear         Gator MBA Gear is a student-run non-profit organization that ...
+    Gator MBA Gear    Situation Analysis       Competitors           There are no direct competitors to Gator MBA Gear ...
+    Gator MBA Gear    General Marketing Strategy       Consumer Market           Targeting:             Consumers unaw...
+    Search Advertising Campaign    Objective    Objective       Raise Brand Awareness of Gator MBA Gear    Campaign Goal...
+    Search Advertising Campaign    Keyword Strategy    High Bids- these consumers are           Low Bids - these consumer...
+    Search Advertising Campaign    Pre-Campaign Strategy    Unique Selling Points       #1 source for Gator MBA Gear    ...
+    Search Advertising Campaign    Top Keywords - Impressions                                               Student      ...
+    Search Advertising Campaign    Ads
+    Search Advertising Campaign    Results       Impressions – 86,701      Average Position – 2.6       Clicks – 49   ...
+    Search Advertising Campaign    Results (continued)                          Display Networks   Game Day
+    Search Advertising Campaign    Key Learning       Actively update bids           Eligible & Low Quality – top page ...
+    Social Media Campaign    Objective    What does Gator MBA Gear aim to do with Social Media?       Raise Brand Awaren...
+    Social Media Campaign    Message & Media    Target Audience                        Message       Students (Current &...
+    Social Media Campaign    Strategy    Strategy       Count on strong ties with the university for support and sharing...
+    Social Media Campaign    Seeding       Gator MBA Gear Social Media Properties       UF MBA Social Media Properties ...
+    Social Media Campaign    Endorsements & Sharing    Endorsements & Sharing from Credible Sources       UF basketball ...
+    Social Media Campaign    Video       Launched September 26, 2012
+    Social Media Campaign    Results       Live for 7 days       KPI - Views
+    Social Media Campaign    Results – YouTube Analytics
+    Social Media Campaign    Results – YouTube Analytics
+    Social Media Campaign    Results – YouTube Analytics
+    Social Media Campaign    Results – YouTube Analytics
+    Social Media Campaign    Results – YouTube Analytics
+    Social Media Campaign    Key Learning       Difficult to maintain interest and keeping it top of mind       Finding...
+    Search & Social Media Campaign    Summary    Our Takeaway       Significant hurdles           Lack of website analy...
+    Questions?
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Facebook & YouTube Small Business Social Media Project - UF MBA Gear

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  • Ken
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  • KatieBroad match because of brand awarenessGeo targeted
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  • KatieThis is how we actually decided to break it upNarrowed it down to 4 Ad groups depending on who we were talking toThis was the most generic messaging, we did update the messaging to be a little more specific on days someone was actually tabling We asked people who came to our booth if they had searched for us online and 1/3 of people who came to the booth did – okay, it was only 1 person but stillTop keyword for each category based on number of impressions
  • Katie
  • KatieIn two weeks we had 86K impressions at an average position of 2.6 which met our goal for awareness of being in the top 3.We had 49 clicks with an average cost of just over $2 per clickInteresting things to not-Our average position on search was much lower than on the display network-$100.22
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  • LisaSocial media to garner brand awareness and engagement, build good will (Gator MBA gear is a non-profit and benefits students)Number of viewsCreating Buzz, energizing fans and followers, building word of mouth
  • LisaMessage is directed at our target audience of UF MBA students, alumni, faculty and staff. The above denotes an overview of who they are and their perceptions to the Gator MBA Gear brand.Message of the social media campaign - cool and fun brand & leaps and bounds above the competition. Bottom line of the message is to make sure the audience walks away with an awareness of the brand and potentially more likely to purchase Gator MBA Gear.Using as many social media platforms as possible to raise awareness, particularly those with UF students present already. Essentially want to go where our target audience is or is likely to go.Potentialinteraction with traditional media or public relations? Unlikely because Gator MBA Gear is non-traditional.
  • LisaMedia strategy still in line with the overall marketing strategy of making UF MBA students, alumni, faculty and staff aware of the brand. With social media, we aim to have key players in our target audience watch, engage with and share our video. Optimizing the video for both search terms and to inspire sharing will allow us to reach a larger audience.Gator MBA Gear is strongly tied to the UF MBA program. What Gator MBA Gear is strongly tied to the reputation of the UF MBA. Strategy includes creating a compelling video that the UF MBA office would want to share with its fans and followers. If this occurs, Gator MBA Gear will be able to reach a greater number of UF MBA students, alumni, faculty and staff members that are the prime consumer target for its products.
  • LisaHere are several places in which the video was seeded.
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  • MarkCan there be any generalization from your learning?What lessons can be applied to other social media campaigns, with different objectives or using different type of social media?Value in entertainment factorWhat are your recommendations for the client’s future social media marketing campaigns?
  • MarkIII. SUMMARY- Summary- Take-away for yourself- Take-away for your client
  • Facebook & YouTube Small Business Social Media Project - UF MBA Gear

    1. 1. + Gator MBA Gear Mark Feiman Katie Meyer Ken Miller Lisa Mahoney
    2. 2. + Gator MBA Gear Client  Gator MBA Gear  Gator MBA Gear is a student-run non-profit organization that strives to serve UF|MBA students and alumni by providing the finest apparel and merchandise.  Indirect client: UF MBA Program Office  Relatively new company - within the last five years  Sales Outlets: The website serves as a virtual storefront.  Web - 70% (majority of sales online are for diploma frames - these items are not available for in person purchase.)  Tabling (Hough Hall & Tailgates) – 30%  Products Available  Embroidered Polos  Diploma Frames  T-shirts  Baseball Caps  Koozies  Gym Shorts
    3. 3. + Gator MBA Gear Situation Analysis  Competitors  There are no direct competitors to Gator MBA Gear in terms of sales of UF MBA branded merchandise. Possible competitors may be sellers of UF branded merchandise.  Political/Regulatory Issues  Gator MBA Gear must avoid using copyrighted materials that belong to UF. Marketing should be consistent with UF’s policies and be appropriate for all audiences.  Consumer Trends  The greater the number of MBA students and alumni, the more sales will be expected over time. Demand for specific merchandise will vary between current students and alumni preferences.  Opportunities/Threats  Opportunities - increased marketing efforts to make potential buyers aware of MBA Gator Gear products, more targeted product offerings  Threats - low brand awareness, lack economies of scale due to its small company size
    4. 4. + Gator MBA Gear General Marketing Strategy  Consumer Market  Targeting:  Consumers unaware of Gator MBA Gear  UF MBA Students (Current/Prospective Students)  UF MBA Alumni  Secondary:  Friends and family of MBA students and alumni  Due to the specific nature of the product, there are not many other consumers that would be interested in purchasing  Positioning/Selling Points  Non-profit that supports the UF MBA Association  #1 provider of UF MBA branded apparel  Advertise availability
    5. 5. + Search Advertising Campaign Objective Objective  Raise Brand Awareness of Gator MBA Gear Campaign Goals  Drive traffic to website  Drive traffic to the Gator MBA Gear Booth  Click through will hopefully lead to “Direct type-in visits” next time Key Performance Indicators (KPI)  Impressions (among relevant searchers)  Increase in website visits
    6. 6. + Search Advertising Campaign Keyword Strategy High Bids- these consumers are Low Bids - these consumers are not specifically looking for MBA gear already searching for our product but the products may still be relevant to them Top 3 placement Appear on the first page side bar  Generic  Branded  uf mba  uf mba gear  gator mba  gator mba gear  Consumer Market  Product Specific  uf mba alumni  uf mba apparel  florida mba alumni  uf mba shirt
    7. 7. + Search Advertising Campaign Pre-Campaign Strategy Unique Selling Points  #1 source for Gator MBA Gear  Buy online or at game day tailgate Increase the effectiveness of the campaign?  Tailor ad copy for different target markets, events & products
    8. 8. + Search Advertising Campaign Top Keywords - Impressions Student Alumni florida alumni uf elearning uf mba university of florida merchandise uf alumni e learning uf Customers Diploma New florida mba florida diploma frame uf business school florida mba diploma university of florida mba
    9. 9. + Search Advertising Campaign Ads
    10. 10. + Search Advertising Campaign Results  Impressions – 86,701  Average Position – 2.6  Clicks – 49  CPC - $2.05
    11. 11. + Search Advertising Campaign Results (continued) Display Networks Game Day
    12. 12. + Search Advertising Campaign Key Learning  Actively update bids  Eligible & Low Quality – top page bid est.  Low Search Volume – first page bid est.  Include Display network  Tailor ad copy around timely events (football game) to create more compelling ads  Analytic tracking for website
    13. 13. + Social Media Campaign Objective What does Gator MBA Gear aim to do with Social Media?  Raise Brand Awareness of Gator MBA Gear  Build Goodwill  Create Buzz & Energize  Engage Alumni & Off-campus Students Survey  Out of 200 people only 45% had heard of Gator MBA Gear Key Performance Indicators (KPI)  Number of Views
    14. 14. + Social Media Campaign Message & Media Target Audience Message  Students (Current & Prospective)  Cool, Fun  Alumni, Faculty & Staff  Leaps & bounds above the competition Perceptions (survey findings) Social Media Platforms  YouTube  Overall satisfied with their purchase of MBA Gear  Facebook  Selection was limited  Twitter  Some merchandise is expensive  LinkedIn  97% plan to purchase in the  And more future
    15. 15. + Social Media Campaign Strategy Strategy  Count on strong ties with the university for support and sharing  Optimize the video for sharing and search  Keywords in title and description of the video  Interesting content Key Performance Indicators (KPI)  Expected Number of Views – 1,500+ How will you achieve the goals?  Seeding  Encourage sharing  Secure endorsement from key members of target audience
    16. 16. + Social Media Campaign Seeding  Gator MBA Gear Social Media Properties  UF MBA Social Media Properties  University of Florida Facebook Page  LinkedIn GatorMBA Groups  StumbleUpon  Personal Facebook and Twitter profiles of group members  UF Reddit
    17. 17. + Social Media Campaign Endorsements & Sharing Endorsements & Sharing from Credible Sources  UF basketball player re-tweet  Christine Wilson, Coordinator of Alumni Relations of UF MBA Program, comment  Alex Sevilla, Assistant Dean & Director, UF MBA Programs, liked the video  MBA program  Fellow MBA students shared
    18. 18. + Social Media Campaign Video  Launched September 26, 2012
    19. 19. + Social Media Campaign Results  Live for 7 days  KPI - Views
    20. 20. + Social Media Campaign Results – YouTube Analytics
    21. 21. + Social Media Campaign Results – YouTube Analytics
    22. 22. + Social Media Campaign Results – YouTube Analytics
    23. 23. + Social Media Campaign Results – YouTube Analytics
    24. 24. + Social Media Campaign Results – YouTube Analytics
    25. 25. + Social Media Campaign Key Learning  Difficult to maintain interest and keeping it top of mind  Finding balance between seeding and shouting  Using mediums where seeder credibility was low was ineffective (Reddit)  Key is to have strong network and community already in place  Videos intended to be viral are unpredictable and expectations should be set accordingly
    26. 26. + Search & Social Media Campaign Summary Our Takeaway  Significant hurdles  Lack of website analytics  Antiquated website  Difficulty running campaign for a new business  Constant attention and monitoring Client Takeaway  Recommend adding analytics to website  Build social media community  Initiate and maintain conversation
    27. 27. + Questions?

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