Download Social Media Campaign - Leah Grosky

Social Media Campaign
Presented to you by
Red Window
Unpaid Advertising
• Create a shorter URL
•
• Customized Direct Emails
to
– College Students
•
– Coworkers
•
– Parents
•
– Family
– Faculty
•
• Student Advisor Blog
Facebook
– Status updates
– FB Chat
Twitter
Linked In
Chalkboard Classrooms
at Clarkson University
Print Advertisement
Initial Primary Target Market
Target Group
Main Dimension
Segmentation Variables Typical Breakdowns
Customer Characteristics
Geographic
Region
United States
City Size
Rural, Suburban, City
Boston primarily & all other areas fall under
Metropolitan Area
target group
Demographic
Gender
Both Female and Male
Age
16-22
Race
Mix
High School Students (Potential College
Life Stage
Students) & College Students
Birth era
Generation Y
Household size
3-5 individuals
Residence tenure
Lives at home or dormatory
Marital status
Never married
Socioeconomic
Income
N/A, dependent on other's income or low salary
University Undergraduate or High School
Education
Scholar
Occupation
Students
Psychographic
Ambitious, Social, Trendy, Technology Open to
Personality
new experiences, Extrovert, Independent
Values (VALS)
Hedonism, Achievement
Entertainment, Active, Spend time outside
home. Multitask computer, TV and hanging out
with friends. Likes to spend money on designer
clothes and high technology and spend less on
Lifestyles
groceries and other necessities.
Clarkson Print Ad
Direct Emails
Metrics Summary
(As of Monday night)
*from http://bit.ly/a/summary
Conclusions/Moving Forward
• DIRECT COMMUNICATION Works Best
– Customize campaigns to appeal to TM
• Alumni/Coworkers are most likely to complete
reviews
– Revamp initial TM
Paid Advertisement
• Spent 1/3 of advertising budget on Google
– 2/3 on Facebook ads
• Have generated approximately 300,000
impressions within 30 hours of launching
approved ads
Ads
Conclusions
• Starting earlier with paid advertisement would
have reached wider market
• Alums/Parents are more likely to fill out a
review
• Blogs only generated 1 click
• Direct emails were more successful than
Facebook, Twitter, and
Suggestions for future campaigns
• Create more customized direct marketing to segments
of target market
• Initial target market should have been broader
• Spend less time on generating content and focus more
on communicating advertisement
• Start paid advertising earlier and mimic successful ads
• Have incentive for EVERYONE that fills out review, not
just a contest
Questions?