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Xing University Leads
Online awarness through University Communities
University Student Population
Offline awareness through Offline Events
Student Communities/associations
+ xxdirectnew
members
+xxinvited
newmembers
Population
Reach
Influencers Accounting
Ou
tco
me
s
20
40
3,000
450,000
1,8 million
1° level last year degree Finishing second level degree
Vertical Segment Technical Students
Apps development contest
Skilled profiles for the social network
2008
Laureati 296.000
Laurea specialistica 351.000
3° anno triennale 380.000
2008
Laureati 48.000
Laurea specialistica 55.700
Overall 292.000
A great example www.aigers.it:
760 users out of 390 students
12% is paying 25€ per year
Both students and new professionals
65% of the students are registered
Attractive topics based on the audiences
Students Companies Universities
Beforethe degree
University life info (appunti, info sui corsi etc)
Social Marketing/Business oriented thesis development
University services awarness
Job offers Recruiting Master Recruiting(e.g. Alumni Bocconi)
Life in your city (leveraging Xingexisting groups)
Social Marketing (e.g students at product launch as influencers)
A New trend – studentsselection process based also on their online digital I.D.
After the degree Post degree network/Master (e.g.
Alumni Bocconi)Recruiting Post degree network/Master
recuitment(e.g. Alumni Bocconi)
Strategy Drive awareness/perception/adoption of Xing
Blogs and communities leveraged to drive audience to XingLeads Events
Carrier Days events
Skill development training with partners
Banners on Student Communities
Marketing Engines StrategyFY08
Banners on Targeted Website
3rd Parties events
Leads in charge for Xing University community
PR – Successful career development
PR - ViralPR – Successful career development
Jetop Torino come associazione base/coordinatricehttp://www.jetop.com/
Per trovare i leads sul territorio nazionale
Community Level
University Level
National LevelXing University
Manager (Emanuele Arpini)
Ambassador 1
StudentAssociation
StudentCommunity
Ambassador 2
Studentassociation 2
Jetop - Torino
Event organization inside universities, topics: Importance of your Digital Identity How to leverage a social networking for your career How to prepare your C.V Meet the company associated with xing
Manage the relations with local online community to promotefree XING premium membership for students (value = 140€)
The ambassador will be responsible to keep active the online group dedicated to his university we’ll create inside Xing.com
Distribution of business card membership to your studentsnetwork
In person training/meeting with xing expertsin October/november.
Dedicated meeting with the Top companiesinvolved in XING for recruitment.
Prizes based on results:
Laptop
Smartphone
Xbox360/PS
Activity Prize Value
xx Registered Games 40€
xxx Registered Xbox/PS 199€
xxxx Registered Smartphone 350€
Ambassadors Communities
Prize Points
Laptop 1000
Smartphone 700
Xbox/PS 400
Game 100
MKTG material 1.000 €
Contest registration € 1.435
Result N° of
Communities
Cost per
single prize
Total € Total
Registered
99 2 40 € € 80 198
199 5 199 € € 995 995
399 6 350 € € 2.100 2394
€ 3.175 3587
Total Cost € 5.610
Total Registered 3.587
Multiplier??? 10
Total Registered 35.870
20% of the prizes+800€
START UP COSTS
Communities cost vs results
Jetop sponsorship 4.000 €
MKTG material 6.000 €
Total 10.000 €
COSTS ON RESULTS Cost per Unit Unit Registered per Unit
Average for lead 800 € 20 1.150
Total Cost € 26.000
Total Registered 23.000
Multiplier??? 10
Total Registered 230.000
START UP COSTS
Leads cost vs results
ActivityRegistered
usersPoints
awardedExpected # of
activity
1 event - needed to access the benefits 20 0 1
Carrier days event 50 30 2
3rd party event 30 20 1
Banner on local community for 2+ weeks 50 50 3
Xing Uni community management 0 50 1
Stand 50 50 2
DeM on local community 50 50 5
Xing Card registrations 1 1 200
Online contest on communities 100 100 3
Total Points 1150 1070
2 year membership (140€) if 10+ invitations sent University infos/services Life out the Universities (leveraging cities groups) Job offers Online recruiting Post Degree network Contest on Apps development/usage (driven by your
friend) Companies interested in launching product for
students
Cost Net new members
Xing Ambassador 26.000€ 300.000
Communities 5.610€ 53.805
Management 30.000€
Total 61.610€ 353.805
Budget Seasonality Note
June - July € 11.400 Start up costs
June - July € 15.000 Management
April - May 2010 € 19.210 Costs Based on Results
May - 2010 € 15.000 Management based on results
Giugno Luglio Settembre Ottobre Novembre Dicembre Gennaio Febbraio Marzo Aprile Maggio Giugno
Jetop accounting– Leads recruiting –MKTG mat
Contest in the Field
Prizes
Activities in the field
Rewarding
Contest organizationMKTG mat
Leads Full Model – 27 univXing University
Manager
North Regions lead
Milano
3 uni
Torino
2 uni
Venezia
Genova
2 uni
Udine
Padova
2 uni
Centralregions lead
Roma
3 uni
Firenze
Pisa
Bologna
Perugia
South Regions lead
Bari
2 uni
Napoli
2 uni
Cosenza
Palermo
Catania
2 uni
Salerno
Jetop