<ul><li>Tim Akin </li></ul><ul><li>Sr. Director of Marketing & Communications </li></ul><ul><li>University of California, ...
<ul><li>A radical change has </li></ul><ul><li>occurred in the world </li></ul><ul><li>of marketing… </li></ul>
<ul><li>“ The social Web is a utility. Consumers read the newspaper, they watch TV, and listen to the radio but they  part...
<ul><li>“ Social media presents an opportunity for direct access to the  people outside  the company whom we now know  con...
Leveraging Two Leading Social Networks <ul><li>  = Your Virtual and Viral Personal Portfolio    (you and your “band” of fr...
Our Facebook Page <ul><li>Live 11/13/08 </li></ul><ul><li>440+ Fans </li></ul><ul><li>Video  (clips, speakers, media) </li...
Social Network Ad Spend in U.S.
Facebook Ads: Working Professional MBA Programs MBA Student Recruitment: San Francisco Bay Area & Sacramento Market Segmen...
 
Facebook Ad Campaign: 5 Mil. Impressions in 6 mos.  27 Ads Placed August 27, 2008 - Feb. 27, 2009 Date Total Impressions T...
Facebook Ad Campaign: ROI Measurement <ul><li>Impressions offer branding/visibility value in target markets </li></ul><ul>...
UC Davis GSM Leveraging LinkedIn <ul><li>UC Davis Graduate School of Management Group </li></ul><ul><li>Highly targeted ad...
= 35 mil. Strong, Powerful Existing Network Source: LinkedIn Internal Data – Jan. ‘09 1.6M members 2004 4.4M members 2005 ...
 
 
 
Our LinkedIn Group <ul><li>Created 9/11/07 </li></ul><ul><li>Alumni, students,  faculty and staff only </li></ul><ul><li>9...
UC Davis GSM LinkedIn Group: Testimonials <ul><ul><ul><ul><li>Alumnus John Argo ‘04 </li></ul></ul></ul></ul><ul><ul><ul><...
B-School Presence on LinkedIn <ul><li>Unofficial census b-schools using LinkedIn Groups search </li></ul><ul><li>2,300+  g...
Campus Collaborations: Think “LinkedIn” Networks <ul><li>Create new LinkedIn groups that connect, foster and speed interdi...
What’s Next @ UC Davis ?  Social Nets = $$$ <ul><li>Models: My.BarackObama </li></ul><ul><li>Customized Social Network App...
BuzzEngine: A Social Net Syndication Engine <ul><li>Customizable Web Apps push content to and spread it virally through so...
Is this the Future of “Online Social Networking” ?
THANK YOU! <ul><li>Tim Akin Sr. Director of Marketing & Communications </li></ul><ul><li>UC Davis Graduate School of Manag...
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Social Media Target Marketing and Community Building for Business Schools

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Target/Segmented Marketing for Business Schools using LinkedIn and Facebook.

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  • Social Media Target Marketing and Community Building for Business Schools

    1. 1. <ul><li>Tim Akin </li></ul><ul><li>Sr. Director of Marketing & Communications </li></ul><ul><li>University of California, Davis Graduate School of Management AACSB Building B-Schools Conference March 2009 </li></ul>Target Marketing Building Your Community
    2. 2. <ul><li>A radical change has </li></ul><ul><li>occurred in the world </li></ul><ul><li>of marketing… </li></ul>
    3. 3. <ul><li>“ The social Web is a utility. Consumers read the newspaper, they watch TV, and listen to the radio but they participate in the social Web. ” – KlickNation Founder and CEO Mark Otero (UC Davis MBA alumnus 2007) </li></ul>
    4. 4. <ul><li>“ Social media presents an opportunity for direct access to the people outside the company whom we now know control its brand, its fortune and its fate .” – Mike Troiano Founding CEO, Ogilvy & Mather Interactive </li></ul>
    5. 5. Leveraging Two Leading Social Networks <ul><li> = Your Virtual and Viral Personal Portfolio (you and your “band” of friends sharing experiences) </li></ul><ul><li>vs. </li></ul><ul><li>= Your Virtual and Viral Professional Persona (showcasing and managing your “pinstripes brand”) </li></ul>
    6. 6. Our Facebook Page <ul><li>Live 11/13/08 </li></ul><ul><li>440+ Fans </li></ul><ul><li>Video (clips, speakers, media) </li></ul><ul><li>New Building Web Cam </li></ul><ul><li>Photos (fans and school albums) </li></ul><ul><li>Blogs (dean, faculty, students) </li></ul><ul><li>Events </li></ul><ul><li>Twitter Feeds </li></ul><ul><li>RSS News Feeds </li></ul>
    7. 7. Social Network Ad Spend in U.S.
    8. 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
    9. 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
    10. 11. Facebook Ad Campaign: ROI Measurement <ul><li>Impressions offer branding/visibility value in target markets </li></ul><ul><li>Click-throughs: NOT THE measure of e-marketing success (does drive site traffic, can spark prospective student interest, etc.) </li></ul><ul><li>Conversions are key : Qualified prospective MBA students (keeping in mind: initial interest to application period typically 1-2+ years) </li></ul>Attend Event/Web Application Accepted Enrolled Bottom line: $65,000 - $75,000 fee revenue
    11. 12. UC Davis GSM Leveraging LinkedIn <ul><li>UC Davis Graduate School of Management Group </li></ul><ul><li>Highly targeted advertising to 25-45 year olds in Sacramento and San Francisco Bay Area to recruit Working Professional MBA students </li></ul>
    12. 13. = 35 mil. Strong, Powerful Existing Network Source: LinkedIn Internal Data – Jan. ‘09 1.6M members 2004 4.4M members 2005 8.5M members 2006 10M members 2007 35M members As of Feb 2009 2008: 33+M 2007: 10M 2006: 8.5M 2005: 4.4M 2004: 1.6M 2003: 85K <ul><li>38 new member sign-ups per minute; Avg. 350k per week </li></ul><ul><li>140 new invitations to join sent per minute; Avg. 200k+ per day </li></ul><ul><li>In January 2009, 1 million new member sign-ups in <17 days </li></ul>
    13. 17. Our LinkedIn Group <ul><li>Created 9/11/07 </li></ul><ul><li>Alumni, students, faculty and staff only </li></ul><ul><li>900+ members </li></ul><ul><li>One third of our b-school community </li></ul><ul><li>Add ~10 members/wk. </li></ul><ul><li>Promote in pubs, e-news, Web, word-of-mouth, word-of-mouse. </li></ul>
    14. 18. UC Davis GSM LinkedIn Group: Testimonials <ul><ul><ul><ul><li>Alumnus John Argo ‘04 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Solar Energy Executive & Entrepreneur </li></ul></ul></ul></ul><ul><ul><ul><ul><li>President, GSM Alumni Association </li></ul></ul></ul></ul><ul><li>“ LinkedIn groups have really proliferated recently. I'm in four renewable energy groups and more than that for project management. It's proving to be a useful way to cultivate new contacts that share a particular interest. Updates are also useful ways to see what others in your interest group are doing. LinkedIn is much more useful than just a few years ago.” </li></ul>
    15. 19. B-School Presence on LinkedIn <ul><li>Unofficial census b-schools using LinkedIn Groups search </li></ul><ul><li>2,300+ groups: range from 6,388 to 2 members </li></ul><ul><li>Institution vs. alumni/student/constituent “owned” </li></ul><ul><li>Your university or business school may also have a “Company Profile.” Update it, add logo and description. </li></ul><ul><li>Request a “Company Profile” for your business school. </li></ul><ul><li>Post events on LinkedIn – promote with targeted “Direct Ads” at 60% CPM discount </li></ul>
    16. 20. Campus Collaborations: Think “LinkedIn” Networks <ul><li>Create new LinkedIn groups that connect, foster and speed interdisciplinary collaborations between alums, students, faculty, staff, executives, business partners. </li></ul><ul><li>Examples – brainstorm more for your community: </li></ul><ul><ul><li>Business/Engineering, Business/Medicine, Business/BioSci, Business/Law, Business/Public Health, Business/InfoTech </li></ul></ul><ul><li>Tap existing LinkedIn members and encourage more to join, participate and benefit/value from Group networks. </li></ul>
    17. 21. What’s Next @ UC Davis ? Social Nets = $$$ <ul><li>Models: My.BarackObama </li></ul><ul><li>Customized Social Network Applications: BuzzEngine </li></ul>
    18. 22. BuzzEngine: A Social Net Syndication Engine <ul><li>Customizable Web Apps push content to and spread it virally through social nets. </li></ul><ul><li>Leverage power of social nets to build brand, promote ideas, fundraise. </li></ul><ul><li>Users invite their friends, share your content and send feed notifications. </li></ul>
    19. 23. Is this the Future of “Online Social Networking” ?
    20. 24. THANK YOU! <ul><li>Tim Akin Sr. Director of Marketing & Communications </li></ul><ul><li>UC Davis Graduate School of Management </li></ul><ul><li>[email_address] </li></ul><ul><li>www.linkedin.com/in/timakin Twitter: @timakin or @UCDavisMBA </li></ul><ul><li>Cynthia J. (C.J.) Jackson Director of Communications & Marketing Baylor University's Hankamer School of Business </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @jacksoncj1 or @Baylor_Business </li></ul>QUESTIONS ? … YOUR EXPERIENCES ?

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