IT’S MORE THAN A RESUME.IT’S

Carolina Murillo-

The 3 Step Challenge: Connecting College Students back to Facebook

1- ResearchTo market to College Students age 18-24, we need to understand their values, lifestyles and buying habits. We used the Indigo Target Identification Model to identify key attitudes and opinions of our target market.

INDIGO IDENTIFICATION MODEL

2- Analyze

Next we analyzed the opinions of our target market to see how they perceive Facebook and how its effecting it’s company. We also analyze Facebook’s strengths, weaknesses, opportunity and threats.

BALANCING DYNAMICS OF FB

3- ConnectFinally, we combined what we learned about what the target market wants from Facebook and how we can deliver a solution which is still consistent with FB.

RECONNECTING

Age

Interest

Opinions

Aspirations

ValuesCollege

Students Facebook

Strengths/Opportunities

Weakness/Threats

Carolina Murillo

Indigo Identification Model confirm that College Students are Internet Heavy users and Proactive

Simmons 2010 Research Results: Conducted for Part/Full Time Students that use Facebook in the last 30 days

Internet usage• 70.2% say the internet has changed the way they spend their free time• 100 % are more likely to spend less time watching TV because of the

Internet• 180 % agree that the internet has become a new way for me to socialize or

meet people• 185% are more likely than the rest of the population to agree that they

spend less time sleeping because of the internet

Values, lifestyle, aspirations• 60% like to stand out in a crowd• 67.5% are optimist• 70% say they enjoy taking risks• 72.5 agree if at first you don’ succeed you must keep trying• 75% want to get to the very top of their career• 78% enjoy spending time with their family• 80% feel its important to continue learning new things• 80 % agree its important to be well-informed about things

What does this research tell us??? We now know the mindset of our target market and who we will need to reach with our campaign. Its those NOCTURAL INTERNET USERS, the RISK TAKERS, the PROACTIVE LEARNERS, the CAREER DRIVEN college students that we will focus on. They are the ones that will understand the power of Facebook and how it can be used to brand themselves in this new digital age. They will get that Facebook is more than a social platform, it’s the new resume.

Net Works Inspired by the Go-Getter Generation

Lina Orbes Diaz, 20, New York, NYConnect with Lina: She is a marketing major at Pace University. She is a marketing intern at Zing Revolution, and aspires to connect with more people to get her next internship. She is a go-getter who has been around the world and is a big risk taker.

Jordan Storey, 21, Winsor, ConnecticutConnect with Jordan: He is an intern at Atlantic Records. He is confident and always looking for a way to network. He is always up on the latest technology and constantly joining clubs.

We found that our target market (College Students ages 18-24) uses Facebook to socialize but are looking for a new more interactive way to make their time online more beneficial. They want to know what internship their friends are getting and what professional opportunities with their peers.

“I want to create more than social connections, I want professional connections.” -Davina Anderson, 21

“I always feel like I could use my-time online more productively.” -Nicole Crass, 20

“I have a lot of connections on Facebook but I wouldn’t necessarily call them friends.”

-Tom Errico, 24

“My online presence doesn’t actually represent me.”

-Jean Chery,21

Our Priority:Net Works campaign wants to focus on college students that are:

Never used FBDeactivated their FB

Light FB users

Carolina Murillo

Net Works Media Strategy: Reaching the targetNew age of social marketing Much of their work is via social media, such as relevant Facebook updates and targeted tweets on Twitter. It is detail-oriented marketing intricately tuned in to things vital and specific to student bodies at each of the nation's 4,100 colleges and universities — and in many cases to the individual student. So there is little wasted messaging.- USATODAY

Print Media

OutDoorCost $3,000,000• Net Works will be strategically placed on billboards, on buses, in public transportation

station and around colleges campus. We will concentrate on the biggest state schools and most influential universities

MagazinesCost $7,000,000• Through research we found that when students aren't reading books they read

magazine to keep them updated with celebrity gossip, news, and trends. Magazines selected are read by our target market such as Teen Vogue, Cosmo, Elle, GQ, People

NewspaperCost $4,000,000• We found that our target market not only reads magazines but picks up publications such

as the New York Times

TVCost $,20,000,000Our Net Works campaign will be strategically placed where our target market is likely to see it.• Cable TV- Studies show that mainstream cable networks that our target market focus on

are MTV, BET, abc family, E!, Nick At Night, Vh1, WB11, TNT, Adult Swim• Network TV: In addition we will also make sure to allocate money for abc, fox,

Network RadioCost $1,000,000• Net Works will be placing radio commercials for those that commute to school on public

transportation or that drive to school. These will include popular stations like 106.1, 105.1, Hot 97, etc.

Digital MediaInternetCost $25,000,000• Spots that will be focused in places such as Youtube, Hulu, Yahoo, Netflix

Pandora• Search: dominant presence through search engines such as Google and Yahoo• Social Media: Banner ads and promotional tweets on twitter and post on FB as

well as other outlets like Pintrest, photobucket, and Istagram

• ***All the places and media outlet we allocated out budget to were places were we found after research that had a high index by our target market (College students ages 18-24 of at least 250+ (Source Media MRI)

5%12%

7%

33%

2%

42%

Media Budget

Out Door MagazinesNewspaperTVRadioInternet

Carolina Murillo

Crash Course to help College Students transform Facebook to get Jobs/internship

Carolina Murillo

“Unlock the Opportunities of Facebook”

1. What Does Your Facebook Profile Say About You?• Make sure you have a relatively professional/conservative profile picture for potential employers to companies to see

2. Like Company Facebook Pages & do your Research• Ask any questions, its an easy channel to contact the company you like

3. Make Your Profile Look Exciting• Companies are looking for well rounded individuals. Don’t be afraid to show pictures that show your social, just make sure its

respectable socializing.

4. Use Facebook Apps to Make You More Visible• Download the various apps on Facebook so you can see, search and apply for jobs without having to leave Facebook to increase

your visibility and increase your chances

5. Update Your Profiles Frequently• If you get a new job, join another club, or change address update it on your profile. • Show off your experiences/skills

6. Join Groups To Do With the Industry You Want To Go In To• Join relevant, make new contacts and find out info you can use in future interview and on CVs

7. Research Where Your ‘friends’ Work• Network with friends in college and use them to leverage yourself.

8. Privacy Settings• Control the feed that comes into your profile by peers.

9. Always Put Yourself Out There• We live in an ever growing online social world so get on the band wagon before it leaves you behind! • Actively look for jobs, show interest in what you want to do and put yourself out there…

Best of all, you can do it where you spend half of your life anyway…on Facebook!

Carolina Murillo

The Ultimate Branding Platform- Facebook Resume

Carolina Murillo

"How brilliant is this?”

"She’s taken a format everyone is familiar with – the Facebook profile page – and totally subverted it into a resume.” -Director of CBC Radio

New Positions That you have/ will apply for!!

Interest/Activities

Education

References

Contact Info

WORK EXPERIENCE!!

Peer, Teacher, Co-Worker Rave Reviews

Carolina Murillo

Work CitedAnderson,Davina Pace University. Personal Interview. April 2, 2012.Crass,Nicole Pace University. Personal Interview. April 2, 2012.Errico,Tom NYU Poly. Personal Interview. April 2, 2012.Chery, Jean University of Pennsylvania. Phone Interview. April 4, 2012.

http://www.businessinsider.com/insanely-creative-resumes-2011-6?op=1

http://www.studentwhat.com/11-ways-for-students-to-use-facebook-to-get-a-job-or-internship/

http://www.insidefacebook.com/2009/03/25/number-of-us-facebook-users-over-35-nearly-doubles-in-last-60-days/