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

1. A Case Study: Social Media and B-School Admission by Patrick Ottenhoff, Applicant for Class of 2012

2. Target: Kenan-Flagler Network. Goals: Reach decision-makers; conduct research; ask for advice Patrick Ottenhoff | patottenhoff@gmail.com

3. Landing Page: patrickottenhoff.com/about Page includes a brief note inviting people to contact me and an infographicof my resume Patrick Ottenhoff | patottenhoff@gmail.com

4. Infographicof my resume Patrick Ottenhoff | patottenhoff@gmail.com

5. Response Rate: 105 Clicks, 54 resume views, ~12 emails Patrick Ottenhoff | patottenhoff@gmail.com

6. Feedback and Encouragement “Your Facebook ad might be the very first ad I ever clicked on” “I saw your ad on Facebook and thought it was a really innovative idea." “I’m in the field of digital metrics, so you got my attention!” “That was pretty cool dude. Well done.” “Definitely shows ambition and passion for your line of work.” “I’m an Alumnus of Kenan-Flagler’s OneMBA program – 2008. Love your social media connection idea.” Patrick Ottenhoff | patottenhoff@gmail.com

7. Advice and Networking “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. ” “I did like UNC. It’s great for entrepreneurship if you want to take some of this energy and start something for yourself.” “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.” “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.” Patrick Ottenhoff | patottenhoff@gmail.com

8. Patrick Ottenhoff’sFacebook Ad Campaign Investment: The value of a night out in Chapel Hill Reward: An MBA education from Kenan-Flagler 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! Patrick Ottenhoff | patottenhoff@gmail.com