Transcription
Case StudySocial Media Marketing& Profile Management
Background California State University, Monterey Bay is among the top Universities inthe US offering wide range of academic programs to students and workingprofessionals. A new Online Executive MBA program targeting working professionals wasplanned to be launched. They needed more online visibility for their program and enrollments fortheir program for which they had approached Innoweght Corporation ‐Incubating Innovation 84ideas partnered with Innoweght Corporation to set up the SocialMedia presence for the university and engage professionals interested inpursuing their Online EMBA program.
The ProgramFollowing were the unique features of the planned Online EMBAprogram: Enrolment without the need of a GMAT score All applicants to have at least 7 years of work experience with at least 3years of this experience in a management role In the summer before the second year of the program, a two week gettogether and classes would be held on the Monterey Bay for all thestudents in one batch
Target Audience CSU, Monterey Bay is a regional school and were targeting smallbusiness owners in the local area and local governmentexecutives. An online program was considered appropriate for this targetaudience, as they could not take full time off from work to attendclasses.
Demographics Age groups of above 25US residents especially small business owners and local governmentexecutives in the Bay area.Psychographics Accord importance to the quality of the course workGive consideration to the brand of the UniversityConfer significance to the course fees
Deliverables Spreading awareness of the new program Branding of the Program Increase interaction between the prospective and current students
Step 1 – Research and findings 84ideas had undertaken research to understand the presence andbehaviour of the program’s target audience on the web.It was understood that the best way to convince the target audiencegroup was to encourage their engagement and interaction with thealumni and current students and create word of mouth publicity aboutthe programA survey with current students showed that most of them hang out onFacebookResearch also revealed that a large section of the target audience wereusers of LinkedinApplicants also visited social college comparison sites like http://collegeprowler.com/, http://www.theu.com/, http://www.yollege.com/to get help in taking the decision regarding which college/course toattend
Step 2‐ Strategy formulation Presence and branding of the University on Facebook by using Facebookpage and on Linkedin by forming a University groupStudents/Alumni become fans of the University Facebook page to promoteits brand imageContacts in fans’ Facebook network become fans of the University’sFacebook pageUpdates about the program on the University page to promote interest inthe courseCreate an EMBA course specific group and invite fans to join this group.On Linkedin – create a course specific group where professors invite theircontacts to join the group
Step 3‐ Implementation Identified the right name for the group name so that it was easy to findand would pop up at the top of the list when prospects searched for thegroup Created a Facebook group that provided details about the program Faculty of the course invited students to join the group Initiated a discussion thread on what students expected from an EMBAprogram to involve them with the program Set up a tracking mechanism to track the number of clicks on the EMBAwebsite link
Step 4‐ Engagement
Step 5 ‐ MeasurementClicksConversationsReach
Hope you have a great dayahead
A new Online Executive MBA program targeting working professionals was planned to be launched. They needed more online visibility for their program and enrollments for their program for which they had approached Innoweght Corporation ‐ Incubating Innovation
