Embed Size (px)
DESCRIPTION
The Problem • Imbalance. Haverford & Bryn Mawr Bi-College's LinkedIn Alumni Group had 120 more HC alumni than BMC alumnae - 44%/56%, a 12 pt skew. The Solution: • A referral marketing campaign to existing LinkedIn group members. The Results: • Added 72 new BMC alumnae in 6 days, which reduced the imbalance to 46% BMC / 54% HC, and reached 60% of the target of 120 new BMC alumnae that would yield a 50/50 balance. • To join the joint group each member must be in the main group for each college. Because H.C.'s main Linked In group is larger than the main BMC Linked In group in fact the joint Bi-College alumni group has even closer balance: 42% of BMC alumnae in the main BMC group and 44% of HC alumni in the main HC group are in the joint Bi-College Group.
Citation preview
Want to know the nuts and bolts of the campaign? Want to know how to do this? Call or email Bruce E. Segal • 610-667-8188 • [email protected]
Analysis•Insight•Action!
* Referral Marketing Campaign Results For A College Alumni Linked In Group
The Results:• Added 72 new BMC alumnae in 6 days, to = 47/53 balance and reach 60% of target of 120 that = 50/50 balance.• Because HC main group is larger than BMC's, in fact Bi-Co Group has even closer balance: 42% of BMC alumnae in the main BMC group and 44% of HC alumni in the main HC group are in our Bi-College Group.The Solution:• A referral marketing campaign to existing LinkedIn group members.
Date Req Bi-Co Grp1/1/2010 12:00:00 A
The Problem• Imbalance. Haverford & Bryn Mawr Bi-College's LinkedIn Alumni Group had 120 more HC alumni than BMC alumnae - 44%/56%, a 12 pt skew.9/1/08 1/1/09 5/1/09 9/1/09 1/1/10 5/1/10 9/1/10 1/1/11
30%40%50%60%70%
% of Culm Coun
t of Members
12/31/08
50.0%
1/6/09 = Official Launch
12/31/09 12/31/10
1/20/11B.M.C. = 46.6%
HC/BMC Linked In Alumni Group Percent Distro HC/BMC Over Time0100200300400500600700800
Culm Total of N
ew Members
757
1/6/09 = Official Launch
12/31/08 12/31/09 12/31/10
7/22/09: H.C. Alumni = 2921st time total H.C. alumni inBi-Co Group exceeds BMCalumnae1/10/11 = 599
1/17/11 = 671
HC/BMC Linked In Alumni Group Monthly School Growth
2010 2011
1 2 3 4 5 6 7 8 9 10 11 12 1050
Number of New
Members
3618Avg. = 22.5 27
81Avg. = 54.0
HC/BMC Linked In Alumni Group: Monthly Growth - Last 13 mosSchoolB.M.C.H.C.
2010November December 2011January
3 9 17 23 30 2 8 13 19 23 26 29 2 6 12 15 18 21
0102030
New Members
0%500%1000%1500%
Day over Day
% Growth
Avg. New Members per Day = 3.4Avg. New Members per Day = 3.4 62711
2816Avg. New Members per Day = 3.4
75%1,500%
January 11, 2011Announcment to Bi-Co Group to Invite LI connex.New members set new record at 16; a 5x lift over the average of 3 per day for alumni of both colleges.January 7, 2011Day before launch of campaign to increase number of BMCalumnae in the Bi-Co Group, we add 4 new members; all from HC.Avg number of new members ~ 3 per day & most = HC alumni.
DaysCampaignGeneratedNewMembers w/No Question
HC/BMC Linked In Alumni Group: Daily Growth - Last 3 mos.
