Harvard Case - Who is the Right Influencer? A Social Network Analysis
"Who is the Right Influencer? A Social Network Analysis" Harvard business case study is written by Ernst C. Osinga, Sandeep R. Chandukala, Lipika Bhattacharya. It deals with the challenges in the field of Marketing. The case study is 12 page(s) long and it was first published on : Jul 6, 2023
At Fern Fort University, we recommend that the university adopt a strategic approach to influencer marketing, focusing on identifying and collaborating with micro-influencers who align with the university's brand values and target audience. This strategy will involve a multi-faceted approach that leverages data analytics, content marketing, and targeted outreach to build authentic relationships with influencers and drive meaningful engagement with prospective students.
2. Background
Fern Fort University, a private institution, is facing declining enrollment and a need to attract a new generation of students. The university recognizes the power of social media and influencer marketing to reach potential students and increase brand awareness. The case study focuses on the challenge of identifying the right influencers to partner with, given the diverse range of potential student demographics and the need to effectively communicate the university's unique value proposition.The main protagonists of the case study are:
- The Marketing Department: Responsible for developing and executing the university's marketing strategy, including influencer marketing initiatives.
- The Admissions Department: Responsible for attracting and enrolling new students.
- The University President: Ultimately responsible for the university's overall success and strategic direction.
3. Analysis of the Case Study
To analyze the case, we will utilize a framework that combines elements of Marketing Strategy, Social Network Analysis, and Digital Marketing.
Marketing Strategy Framework:
- Segmentation, Targeting, Positioning (STP): The university needs to identify and understand its target market segments, including prospective students from diverse backgrounds and interests. This will involve analyzing demographic data, educational aspirations, and social media behavior.
- Brand Positioning: The university needs to clearly define its brand positioning, highlighting its unique strengths and value proposition to attract the right students. This positioning should be communicated consistently across all marketing channels, including influencer marketing campaigns.
- Marketing Mix (4Ps): The university needs to consider the 4Ps of marketing - Product, Price, Place, Promotion - in its influencer marketing strategy. This includes tailoring the message and content to each influencer's audience, pricing strategies for potential partnerships, distribution channels for influencer content, and the overall promotion of the university's brand through influencer campaigns.
Social Network Analysis Framework:
- Network Mapping: Analyzing the social networks of potential influencers to understand their reach, engagement, and influence within specific target market segments.
- Centrality Measures: Identifying influencers with high centrality, meaning they have a significant influence within their network and can effectively amplify the university's message.
- Community Detection: Identifying distinct communities within the target market and selecting influencers who resonate with each community's interests and values.
Digital Marketing Framework:
- Content Marketing: Developing engaging and relevant content that aligns with the university's brand and resonates with the target audience. This content can be shared by influencers across their social media platforms.
- Social Media Marketing: Utilizing social media platforms strategically to reach target audiences, engage with potential students, and build relationships with influencers.
- Data Analytics: Tracking the performance of influencer marketing campaigns, analyzing data on engagement, reach, and conversions to optimize future campaigns and measure ROI.
4. Recommendations
Fern Fort University should adopt a multi-faceted approach to influencer marketing that leverages the frameworks outlined above:
- Identify and Target Micro-Influencers: Instead of focusing on macro-influencers with large followings, the university should prioritize micro-influencers who have a more niche audience and higher engagement rates. These influencers are often more authentic and relatable to potential students, leading to higher trust and credibility.
- Develop a Data-Driven Influencer Selection Process: The university should utilize social network analysis tools to map influencer networks, identify key communities, and measure centrality. This data-driven approach will ensure that the university partners with influencers who have the most relevant reach and influence within the target market segments.
- Create Engaging Content: The university should develop compelling and shareable content that highlights its unique value proposition, academic programs, student life, and campus culture. This content should be tailored to each influencer's audience and platform, ensuring relevance and engagement.
- Build Authentic Relationships with Influencers: The university should prioritize building long-term relationships with influencers, fostering trust and collaboration. This can be achieved through personalized outreach, providing valuable content and resources, and offering mutually beneficial partnership opportunities.
- Track and Analyze Campaign Performance: The university should track key metrics such as reach, engagement, website traffic, and conversions to measure the effectiveness of influencer campaigns. This data will inform future campaign strategies and optimize ROI.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The university's core competency lies in providing high-quality education. Partnering with influencers who align with the university's mission and values will ensure that the marketing efforts are consistent with the overall brand identity.
- External Customers and Internal Clients: The target audience for this strategy is prospective students and their families. The university needs to understand their needs, aspirations, and social media behavior to effectively reach them through influencer marketing.
- Competitors: The university needs to consider the competitive landscape and how other institutions are utilizing influencer marketing. This will inform the university's strategy and ensure that it stands out in the market.
- Attractiveness - Quantitative Measures: The university should track key metrics such as cost per lead, conversion rate, and return on investment (ROI) to assess the effectiveness of influencer marketing campaigns. This data will help the university optimize its strategy and allocate resources effectively.
6. Conclusion
By adopting a strategic approach to influencer marketing that leverages data analytics, content marketing, and targeted outreach, Fern Fort University can effectively reach its target audience, increase brand awareness, and drive enrollment growth. The university's success will depend on its ability to identify the right influencers, build authentic relationships, and create engaging content that resonates with potential students.
7. Discussion
Other Alternatives:
- Traditional Advertising: While traditional advertising methods like television and print ads still have their place, they are less effective in reaching the younger generation who are heavily influenced by social media.
- Mass Marketing: A mass marketing approach might reach a wider audience, but it is less targeted and less likely to resonate with specific student segments.
Risks and Key Assumptions:
- Authenticity and Trust: The success of influencer marketing relies on the authenticity of the relationships between influencers and their followers. If influencers are perceived as inauthentic or promoting the university solely for financial gain, it can damage the university's reputation.
- Data Privacy and Security: The university needs to ensure that it is collecting and using data ethically and in compliance with privacy regulations.
- Evolving Social Media Landscape: The social media landscape is constantly changing, with new platforms and trends emerging. The university needs to stay adaptable and adjust its strategy accordingly.
8. Next Steps
- Develop a comprehensive influencer marketing strategy: This strategy should outline the university's goals, target audience, budget, and key performance indicators (KPIs).
- Identify and vet potential influencers: Utilize social network analysis tools and data-driven approaches to identify influencers who align with the university's brand and target audience.
- Develop engaging content: Create compelling content that highlights the university's unique value proposition and resonates with the target audience.
- Build relationships with influencers: Establish communication channels and foster long-term partnerships with influencers.
- Track and analyze campaign performance: Monitor key metrics and adjust the strategy based on data insights.
By implementing these steps, Fern Fort University can effectively leverage influencer marketing to achieve its enrollment goals and build a strong brand presence in the digital age.
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Case Description
This social network data analysis case presents the scenario of the launch of a new version of a popular video game called 'Thrive in Space' by a gaming company. The company's Chief Marketing Officer Tina Lohn wants to run an influencer marketing campaign on social platform Twitch to reach its live streaming audience and promote the game. However, before running the campaign, Lohn and her team must select the right influencers for the campaign. Lohn has asked her team to conduct a social network analysis (SNA) to better understand the network of Twitch users and shortlist potential influencers based on various social network metrics. The case is accompanied by two datasets that contain a sample of real data of Twitch users, and allows students to conduct a social network analysis on this data to select the appropriate influencers. The case revolves around Lohn's dilemma of how to choose the right influencers. How can she use SNA to select the influencers? What social network metrics can help her identify the right influencers? What other strategies can she use for selecting influencers that can complement SNA? And, finally, how can she calculate the ROIs of working with the selected influencers?
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