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Social Media Marketing Strategy Benchmarks Inform Strategy HC LI Group v2

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By tracking the growth of alumni on Linked In of two peer institutions to Haverford College - external benchmarks - we uncovered the best way to increase the size of the Haverford Linked In group requires a 2-step process. While the best option for one peer, Bryn Mawr College was a one-step get the huge alumnae body on Linked In to join the Alumnae group, Haverford needed to first get more alumni to create Linked In. profiles. And immediately next it needed to make it easy for them to join the Alumni group on Linked In.

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Page 1: Social Media Marketing Strategy Benchmarks Inform Strategy HC LI Group v2

Numbers above bar =count of alumni fromthe class in LI Group.

*HC LI Group>BMC Group. But HC's Too Heavy w New Grads. We Must Add Grads From 1950 to 1985, 89 & 96.

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* Even though HC has smallest alumni body & fewest alumni on Linked In, it has biggest LI Group compared to peers.* So best way for HC group to grow is to bring more alumni to Linked In.

1951 1960 1962 1964 1966 1968 1970 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014

0.000.501.001.502.002.50

Index: Class Pa

rticipation In LI

Group Indexed

By % Living A

lumni i..

0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%

% of Class In

the LI Group

61020

10710794

66797761736065

5962615050

414853624247433854464130383437272322201620

81120

13103324221

6121111

For size of class 1.75x more alumni in Group than expected.

Index: 1.0 = Participation in LI Group is Proportional To Size of Class

61020

10710794

66797761736065

5962615050

414853624247433854464130383437272322201620

81120

13103324221

6121111

Avg. = 11.8%

We need to add members from Red Classes; e.g. 1950 to '85 and '89 & '96.All these classes under index for thesize of the living alumni in their classThey all have an Index <= 0.99LI Group is Way Over-Repped w/recent grads from '09, '10 & '11.B/c beginning in 2009, CDOactively told students to joinalumni group.

To identify which classes are under-rep'd, use theIndex above instead of the Avg. % of Class in theLI Group.The reason is that the Avg. % of Class in the LI Group = 11.7%.And the average fails to reveal classes that areabove average in the LI Group but under-rep'd forthe size of their class.

H.C. Group: Distro By Index & # of Class in Group

Index = Under / Over RepresentedUnder Represented <=.99 Proportional <=1.04 Over Represented <1.75 Way Over Represented >=1.751/1/09 1/1/10 1/1/11

20003000400050006000

Total Alumni R

eported on LI

500

1000

1500

2000

Size of LI Alum

ni Group

H.C.

B.M.C.Swat

1/1/111/1/09 1/1/10

H.C.B.M.C.Swat

1/1/111/1/09 1/1/10

12/10/09: LIpromotesalumni groups.

2/7/09 Result ofCDO 2/5/09 email to alumni = growthspurts to 695

2/1/10: LIpromotesgroups. 3/10/10: LIpromotesalumnigroups

11/25/10: LIchanged how itcounts alumni.

Main Grps: HC Has Fewest Alumni on LI & LargestLI Group v. Benchmarks