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This chart shows you that active marketing efforts like outbound email, and passive marketing tactics like a searchable online directory both generate new members to a social media program - in this case a Linked In group. And we see that both types of tactics generate about the same number of new members.
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Action:•Combine passive andactive acquisition tactics.•Run active -promotion-acquisition campaigns reg-ularly.Insight:•Passive marketing tac-tics like W.O.M. & theLinked In group directorycan deliver 2x as manynew members as bestActive tactic.•Passive marketingcampaigns work by deliv-ering steady and some-times slow flow of mem-bers over time.•Active promotion cam-paigns work by deliveringgrowth spurts.Analysis:•Top Source: Passivemarketing via Word ofMouth tactics that includeLI members seeing logoon profiles, and alumnitelling alumni directly.•Next 2 Top Sources: LI'sPassive & Active Promo-tion Efforts.(Passive = People findgroup via LI directory etc.Active = LI's many pro-motions that recomendgroups to LI users.)
* LI Group Member Acquisition-Best Practice: Use Both Passive & Active Marketing Tactics
E•S•Q Unlimited -- Analysis• Insight • Action!Buried in data? Want action? Use social media science; not snake oil!Call Bruce E. Segal•610-667-8188• [email protected]
10/1/07 4/1/08 10/1/08 4/1/09 10/1/09 4/1/10 10/1/10 4/1/11 10/1/11 4/1/12 10/1/12 4/1/130100200300400500600
Culm Count of
Group Membe
rs by Source
HC & BMC EffortsSub Group EffortsBES CampaignsBi-Co CDO Efforts
LI Active EffortsLI Passive Efforts (Saw Logo, Dir., etc)
W.O.M.2/11/11: Our data collection improves as result of our side-step of LI change to keep members from .
9/13/10: HC / BMC Career Dev Ofc emails'11 about Alumni Group on LI.12/9/09: LI begins active email campaign & other efforts topromote college alumni groups to members.
Passive Acq. Marketing Campaigns Grow Slow & Steady. Active Campaigns -Marketer Intiates Action- Deliver Growth In Spurts
0 500 1000 1500Number of Group Members By Source 0% 20% 40% 60% 80% 100%% of Group Members By Source
W.O.M.LI Passive Efforts (S..LI Active EffortsBi-Co CDO EffortsBES CampaignsSub Group EffortsHC & BMC EffortsGrand Total 97730
353 594
65959115175310
59.7%1.8%
21.6%36.3%
40.3%3.6%7.0%10.7%18.9%
Passive W.O.M Marketing Delivers 2x The Members as Next 2 Sources CombinedSourceActive MarketingPassive Marketing
.Bi-Co Golden .. Co-Ed C.1967 1971 1974 1977 1980 1983 1985 1988 1991 1994 1997 2000 2003 2006 2009 2012 2014
Active Marke..
Passive Mar..
0.00.51.0
Index: Class ..
0.00.51.0
Index: Class ..
Index = 1.0 if % HC Class in group = % of Class in livin.Index = 1.0 if % HC Class in group = % of Class in livin.Index = 1.0 if % HC Class in group = % of Class in livin.Index = 1.0 if % HC Class in group = % of Class in livin.Index = 1.0 if % HC Class in group = % of Class in livin.Index = 1.0 if % HC Class in group = % of Class in livin.Index = 1.0 if % HC Class in group = % of Class in livin.Index = 1.0 if % HC Class in group = % of Class in livin.
Passive Fits Grad-Yr Bell Curve. Active Fits Bookends.
