Social Media Case Study: EMC Academic Alliance

This Case Study is a part of few case studies showcasing the best ways to leverage Facebook from business perspective.

Objectives:

• Increase the number universities/institutions signing up for the program
• Generate more student enrollment/enquiries
• Increase awareness of EMC as a global leader in IT

Execution:

The Facebook Page is built around bringing all information for students and universities together in one place.

• The “About” section contains complete details of the alliance, curriculum, and availability
• The cover picture is clear, striking and thought provoking
• The Page is connected to other social media platforms like Twitter, You Tube and SlideShare through apps and tabs
• The “Events” app hosts details of all upcoming student events

Facebook Ads are used to reach out to students and universities.

• Topic targeting is used in conjunction with country targeting to reach students from particular universities.
• Ads for career opportunities, technology write ups and other infographics are targeted to relevant students.
• Page post ads targeted to current fans are used to boost specific posts

The EMC Academic Alliance engages its large fan base by:

• Posting information relevant to its fan base – the latest trends in IT, infographics, career opportunities, notes, white papers, and videos
• Asking questions and seeking fan input

Sponsored stories are a primary driver of new likes to its Page

• Sponsored stories are used in conjunction with country and age targeting to reach friends of current fans who are likely to be interested in the program

Results

• 30% of all student enrollment queries originate from Facebook
• 10% increase in students enrollment
• 2X increase in enquiries from universities/institutions to join the program
• 1 million users on Facebook educated about EMC World, an annual IT conference, due to Page posts