SOCIAL MEDIA CHALLENGEJessica Seymour and Lynsay Wolfe, DMS Winter 2014

Social Media Challenge

• Target Audience: Prospective Students• Social Media Platforms: Facebook; Twitter• Campaign Objective:

o While we believe awareness of the Tuck brand is generally good, we feel there is a gap in how well prospective students understand the different aspects of the Tuck experience; therefore, our objective is to educate more consumers about the Tuck experience. We believe this falls into the “attract” and “consideration” phases.

• Strategy:o Create new student life “series” (e.g. TGC during winter break,

internship spotlights during summer) to provide deeper insight into student experience

o Shift blog content to more easily accessible and digestible mediums (e.g. facebook and twitter) to increase click-through, information retention, number of contributors, and quantity of content

“Life Outside Hanover” series will build awareness of student experience and show prospectives where a Tuck MBA can take them

SolutionProblem•Awareness of the Tuck brand is high among prospective applicants, however there is a gap in awareness of the full student experience, especially that outside of Hanover

•Recommended metrics‒ Personalization: RTF,

Verbatims, Social Media Listening

‒ Relevancy: Fulfillment of Call-to-Action , FCR, CHT

•Work with MIS and VoCM to identify new metrics

•Develop a “Life Outside Hanover” series for twitter on facebook in which current students write brief updates on their Tuck experiences outside of Hanover

T’14 Lynsay Wolfe says “Tuck’s emphasis on collaboration and working in teams helped me manage my project and score a full-time offer! #LifeOutsideHanover http://bit.ly/1gru5Ui 

Shifting bloggers to Facebook will provide real-time updates to prospective students and require less commitment from current students

Current: MBA Blog

Future: Facebook

SolutionProblem•Current student blogs provide great information about the Tuck experinece, but require a significant time commitment from current and prospective students, are infrequently updated, and require readers to go to a specific website

•Shift student bloggers to Facebook to improve:

• Timeliness• Student Involvement• Ease of use• Number of impressions

Shifting bloggers to Facebook will provide real-time updates to prospective students and require less commitment from current students