How should ING bank approach its social media strategy?
The short answer is Facebook. The long answer covers 20 minutes of a detailed breakdown of target demographics, the pros and cons of different social media platforms, and projected growth and revenues.
ItB次元官网网址檚 a hard task for the best of consultants. Top business students from across Canada and the U.S. are given scant information, no access to the Internet or outside resources and have three hours to devise a business case.
Over the weekend, the ninth annual Royal Roads University International Undergraduate Case Competition drew 16 teams into the pressure-cooker competition whose ultimate prize is bragging rights and exposure to local business leaders.
Last yearB次元官网网址檚 winning university from South Carolina has returned to defend its title against teams from Prince Edward Island, Quebec, Ontario, Alberta, British Columbia, Florida and Indiana.
Mike Maclean, owner of ENS project management consultancy in Victoria, is a veteran case competition judge and a RRU bachelor of commerce graduate from 2004.
B次元官网网址淭hey are given a business problem. I know the problem and think of a solution. I see if they come close and hit on the main points,B次元官网网址� Maclean said. B次元官网网址淭here is no right way or wrong way. ItB次元官网网址檚 how you perform.B次元官网网址�
Maclean said he volunteers as a judge to stay connected with the university, and as a way to scout up-and-coming talent.
B次元官网网址淚n the past they have been fantastic. ItB次元官网网址檚 refreshing how bright these young people are,B次元官网网址� he said. B次元官网网址淭his is very difficult. They go in blind. They have three hours to prep the case, the level of difficulty, the level of the task shouldnB次元官网网址檛 be underestimated.B次元官网网址�
On Thursday, four students from MontrealB次元官网网址檚 Concorida University were given the real-world problem of devising a social media strategy for ING Direct bank. The quartet effectively acted as a consultant team pitching their case to their board of directors.
Starting with little more than a few sheets of information outlining the task, the Concordia team crafted a presentation that examined the growth potential of blogs, Twitter and Facebook B次元官网网址� they quickly dismissed MySpace as B次元官网网址渄yingB次元官网网址� B次元官网网址� and gave a logical breakdown of risks and rewards.
Blogs are too fragmented, Twitter is too limited and casual and both present brand risks, said Kyle Britton, 21, whereas Facebook has global reach, high growth, measurability and a look that appeals to upcoming 20 and 30-something clients.
B次元官网网址淧rint ads donB次元官网网址檛 target the young population,B次元官网网址� said Rebecca Golt, 21. B次元官网网址淕en-Y needs instant gratification. Social media is high-growth, next generation way of communication. (Gen-Y) wants a personal experience incorporated into a website.B次元官网网址�
The team walked out of their presentation pleased and buoyed with their performance B次元官网网址� and as Dominique Vignet, 21, noted, quite hungry. Three hours of mid-morning prep meant skipping lunch.
B次元官网网址淲e were finished everything on time, we went in confident,B次元官网网址� Vignet said. B次元官网网址淲e were happy with the result.B次元官网网址�
University of Guelph-Humber came out on top, with the University of Prince Edward Island, Simon Fraser University and the University of British Columbia as finalists.
editor@goldstreamgazette.com
