Social Media Case Study: JECRC University Social Media Campaign

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    18-Dec-2014

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JECRC University is a leading University located in Jaipur, Rajasthan.

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<ul><li><p>Case study of JECRC University's Social Media Campaign</p><p>Objective: </p><p>Target Group: </p><p>Challenges: </p><p>Upcoming Universities</p><p>Existing Universities</p><p>Highlights on the ROI </p><p> - Increase Brand Awareness</p><p>- Online Brand Building</p><p>- Increasing Web Presence</p><p>Youth of age group 18-24 years specially students. </p><p>Universities coming to Jaipur or some of the existing universities in the city were already very popular nationally.</p><p> - Manipal University</p><p>- Poornima University</p><p>- VIT University</p><p> - Amity University</p><p>- Maharana Pratap University</p><p>- NIMS University</p><p>- Jaipur National University</p><p>As we know the priority of the potential students is to go for a college which is already well established and sounds </p><p>promising in terms of campus, placements and pedagogy.</p><p>When social media campaign for JECRC University started, its building was in construction phase and there were few </p><p>tangible facts to share with the people. </p><p>People generally approach popular social channels to have fun which is very less related to what an educational </p><p>institution is known for. </p><p>(These statistics were gathered over a period of seven months)</p><p> The first phase of Facebook ad campaign ran for approximately a month and from 400 likes the fan base </p><p>rose to 5500.</p><p> The second phase of the campaign ran for a month approximately and from 5500 likes the fan base rose to </p><p>11200.</p><p> More than 16 Posts showed a reach of 2100 plus (unique people who see our posts) on Facebook.</p><p> One post reached 10000 plus users and got 650 likes (out of 11000 fans).</p><p> 1629 average daily reach.</p><p>continues...</p><p>www.mercurydesign.in</p></li><li><p>www.mercurydesign.in</p><p> 8321 highest weekly reach.</p><p> 5238 of average weekly reach.</p><p> 12 lakh plus post impressions (including 6 lakh plus viral impressions,).</p><p> 24669 plus average weekly post impressions.</p><p> Maximum virality achieved on any post was 31%.</p><p> 3600 video views on YouTube and Vimeo.</p><p> 3929 PDF views on Scribd and Slideshare.</p><p> 6674 plus, on page responses on posts on facebook by fans.</p><p>The Biggest thing:</p><p>- Brand Salience </p><p>- Newspaper Ads- SMS Campaign- Email Marketing</p><p>Online Search</p><p>StrongWeb Presence</p><p>High Brand Salience</p><p>Strong Social Media Presence</p></li><li><p>www.mercurydesign.in</p><p>Strong Social Media: How?</p><p> Most of the people in the target group i.e age group 18-24 years (especially students) are very active on</p><p> facebook, so it is necessary to engage them with the brand effectively. </p><p> The quality of content created and posted on JU's social media channels was very high in terms of creativity </p><p>and branding. </p><p> JECRC Foundation has high standards of education and great environment in college campuses, that's why </p><p>there are a large no. of satisfied students which has automatically helped in Brand Advocacy. 90 % of the </p><p>comments and post responses were positive which helped in the online reputation management also.</p><p> First batch of JU was started in July 2012; the main USPs are promising future as well as the lovely CAMPUS </p><p>of the college.</p><p>JU's Campus is extraordinary in terms of architecture and facilities. The way it was showcased on Social </p><p>Media was very strategic and absolutely real time. Those posts showed highest organic reach of more than </p><p>2100 to 10000. </p><p> Photographs were posted on other social channels with proper optimisation so that they start appearing in </p><p>the Google images search results.</p><p> Student enquiries for their courses started coming in even before the start of any other Ad campaign.</p><p> JU's Facebook page became a very good interactive platform for the students and others to get answers to </p><p>their queries and discuss with other fellow students. </p><p> For some keywords Tumblr blog results were higher in search engine ranks than the rank of JU's official </p><p>website.</p></li><li><p>www.mercurydesign.in</p><p>Key lessons:</p><p> - Just more likes and followers doesn't ensure a successful social media campaign. Consistent </p><p>effort needs to be put in at regular intervals of time. </p><p>- Posting more and more content is useless because it's not conventional media where one gets more </p><p>reach by publishing various kinds of interesting things 24 hrs.</p><p>- Repeating the content more than once is not a smart move, as mentioned above, it's not like </p><p>conventional media where you can just re-telecast the same thing again and again. </p><p>Mail us to to get full case study and portfolio of JECRC University's Social Media Campaign.wish@mercurydesign.in</p></li><li><p>Published by</p><p>Mercury Design, India</p><p>www.mercurydesign.in Mercury 2012</p></li></ul>