Social Media Target Marketing and Community Building for Business Schools
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Tim Akin discusses how social media presents opportunities for businesses and educational institutions to directly engage with customers and students. He outlines UC Davis Graduate School of Management's use of Facebook and LinkedIn to engage alumni and recruit new students in a cost-effective manner. Their Facebook ad campaigns reached over 5 million impressions over 6 months at a cost of $1,217, while their LinkedIn group has grown to over 900 members. Akin argues that social networks will increasingly be leveraged for marketing, fundraising, and building online communities.
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Social Media Target Marketing and Community Building for Business Schools
- 7. Social Network Ad Spend in U.S.
- 8. Facebook Ads: Working Professional MBA Programs MBA Student Recruitment: San Francisco Bay Area & Sacramento Market Segmentation: Geography (cities), Age (24-40), College Grads Run: 01/28 - 02/09 Impressions: 417,460 Clicks: 97 Click-Through Rate : 0.02 Cost : $86.29 Run: 2/24 - First 72 hours Impressions: 291,757 Clicks: 77 Click Through Rate : 0.03 Cost : $61.74 Run: 01/27 - 02/02 Impressions: 129,924 Clicks: 56 Click-Through Rate : 0.04 Cost : $44.40
- 10. Facebook Ad Campaign: 5 Mil. Impressions in 6 mos. 27 Ads Placed August 27, 2008 - Feb. 27, 2009 Date Total Impressions Total Clicks Total CTR Total Avg CPC Total Avg CPM Total Spent 8/1/08 43,693 29 0.0664 0.59 0.39 $17.12 9/1/08 1,408,498 506 0.0359 0.75 0.27 $381.00 10/1/08 568,583 137 0.0241 0.77 0.19 $105.98 11/1/08 823,081 216 0.0262 1.02 0.27 $219.77 12/1/08 209,410 40 0.0191 0.56 0.11 $22.25 1/1/09 1,085,903 305 0.0281 0.88 0.25 $269.02 2/1/09 898,514 233 0.026 0.91 0.24 $201.93 Totals 5,037,682 1,466 0.0323 $0.78 $0.25 $1,217.07
- 23. Is this the Future of “Online Social Networking” ?