MBA Schools in the News

Transcription

1 MBA Schools in the News Brand Insights Report Nov 1, 2012 Apr 30, 2013

2 Objec4ve This report examines the current climate surrounding the top 6 Canadian MBA programs* across tradioonal and social channels both in Canada and internaoonally. This document delivers a comparaove analysis based on specific metrics including volume of menoons, reach, tone, as well as top themes. The following programs were analyzed: Rotman School of Management (U. of Toronto) Richard Ivey School of Business (Western U.) Sauder School of Business (U. of BriOsh Columbia) Desautels Faculty of Management (McGill U.) Schulich School of Business (York University) Alberta School of Business (U. of Alberta) Methodology We searched for and analyzed all menoons for each MBA program from November 1, 2012 to April 30, Monitoring included print and online news as well as social media pla]orms (i.e. Twi^er). Reach was calculated for print sources using circulaoon numbers, while online reach was calculated by adding up the average number of daily visitors for each site. Topic of discussion was determined with a combinaoon of automated and human analysis to ensure accuracy. * Source: Financial Times Global MBA Ranking MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 1

3 Contents Summary of Findings 3 Overall Ranking Volume of MenOons 4 5 Reach 7 Source Breakdown SenOment MenOon Type Top Themes 12 MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 2

4 Summary of Findings Toronto's Rotman and Western's Ivey business schools dominated tradioonal media coverage among compeotors, combining to account for over 70% of total share of voice. Rotman was the clear leader on tradioonal SOV and reach due to consistent tracoon with major pla]orms such as The Globe and Mail, Harvard Business Review and McKinsey & Company. UBC's Sauder school was able to dramaocally increase its ranking in social media SOV and reach through its interacove "Rewrite the Rules" campaign, which asked Sauder's community to "challenge percepoon of today's business world." Schools who garnered a high raoo of earned social media menoons did so by engaging a larger number of authoritaove sources on Twi^er. There was a strong connecoon observed between the percentage of tweets by users with medium- to- high authority levels and the volume of earned menoons. On social channels, Ivey and Alberta schools saw the highest proporoons of posiove earned menoons. These were driven by acove promooon of school ranking results, awards announcements, as well as posiove student feedback related to the program and faculty members. MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 3

5 Rotman had the greatest overall media prevalence, largely driven by its far- reaching impact and posi4ve tonality on both tradi4onal and social plaeorms. Sauder school was dominant on social media, genera4ng greater chager volume and reach than its compe4tors. Overall Ranking Score breakdown * ROTMAN IVEY SAUDER SCHULICH DESAUTELS ALBERTA Overall Score TradiOonal Score Social Score * Scores are based on the performance of each school regarding volume of men7ons, impressions and sen7ment. MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 4

6 Building on consistent coverage from major media sources, Ivey and Rotman received a higher volume of men4ons than other schools. In the social media space, Sauder was able to dominate share of voice by crea4ng significant chager volume and earned tweets through its Rewrite the Rules campaign. Volume of Men4ons Tradi4onal Media Share of Voice Social Media Share of Voice Men4ons Tweets IVEY 4 2,780 UBC SAUDER 35% 6,129 ROTMAN 30% 1,756 IVEY 2 4,610 UBC SAUDER 9% 533 ROTMAN 20% 3,520 SCHULICH 9% 524 SCHULICH 10% 1,704 DESAUTELS 214 DESAUTELS 5% 809 U ALBERTA 2% 141 U ALBERTA 3% 561 Geography: Canada and InternaOonal MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 5

7 Sauder s campaign drove significant brand chager volume through an ac4ve social media campaign that encouraged communi4es to create and share content about the changing face of business. Rewrite the Rules Campaign What drove volume? 1. AcOve pushout: 39% owned Tweets vs. 22% other schools Sample Tweets Contribute to new thinking on business and #rewritetherules Do you want to rewrite the rules of business? Meet some people already doing it Thanks for helping us rewritetherules of business. Your rule is now live! View it here: h^p://t.co/ebi4sczijy Retweet if you think the future of business should be transparent! Retweet this if you think employers should inspire #creaovity! 2. Highly shared: 8 of RTs vs. 42% other schools 3. High involvement from parocipants outside Sauder s educaoon network: Consultants, startup specialists, moovaoonal speakers and coaching professionals. MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 6

8 Tradi4onal channels reached far more people, leveraging on heavy online coverage. With 3 fewer media men4ons and 2 fewer tweets than Ivey, Rotman managed to achieve greater reach due to significant trac4on gained on broader- reaching plaeorms such as The Globe and Mail, Harvard Business Review and McKinsey & Company. Reach Tradi4onal Media Social Media ROTMAN 85,282, % vs. Ivey UBC SAUDER 29,000,000 IVEY 53,196,886 ROTMAN 17,800, % vs. Ivey UBC SAUDER 32,405,123 IVEY 11,500,000 SCHULICH 31,653,584 SCHULICH 4,600,000 U ALBERTA 8,993,404 DESAUTELS 1,100,000 DESAUTELS 7,196,741 U ALBERTA 652,703 MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 7

9 Rotman and Alberta both saw high engagement amongst authorita4ve sources, who shared content with their large networks and increased the volume of earned men4ons. Conversely, earned men4ons for Schulich and Desautels were more limited as the involvement of authorita4ve sources was lower. Source Breakdown Social Media Authority Level * (Medium + High) Share of Voice Volume Owned Earned 46% ROTMAN 16% ,003 41% U ALBERTA 13% % IVEY 25% 75% 602 1,805 36% UBC SAUDER 2 76% 559 1,770 3 SCHULICH 2 73% % DESAUTELS 2 73% Ranked by authority level * Earned tweets only Owned Earned MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 8

10 Rotman s capacity to agract authorita4ve sources came as a result of varied efforts to ac4vely create and distribute its own content by liaising with key voices in the media and the academic world. Authorita4ve Voices Social Media Who are they? What are they sharing? MEDIA VOICES ACADEMIC VOICES Canadian Business magazine Metro Morning Wall Street Journal Washington Post Leadership Forbes Magazine India Harvard Business Review McKinsey Quarterly AUTHORS AND CONSULTANTS ArOcles authored by Rotman s Dean (HBR, The Economist, McKinsey Quarterly) Strategy Experts Speaker Series (YouTube) (Rotman s Dean and P&G s AG Lafley) "Big Ideas" speaker series hosted by Rotman Rotman Design Challenge Reprints of Rotman magazine (The Globe and Mail, Forbes) ArOcles authored by Rotman faculty COMPANIES Rogers Careers Sunlife Careers TELUS Business Deloi^e Recruitment events and presentaoons Papers and studies MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 9

11 Rotman and Schulich received significant posi4ve coverage on tradi4onal plaeorms which was primarily driven by school reviews and interviews of faculty members around specific topics. Ivey and Alberta s posi4ve chager came from earned men4ons surrounding rankings results, awards announcements, as well as feedback comments about their professors. Sen4ment Tradi4onal Media Social Media ROTMAN 7 23% IVEY 42% 58% SCHULICH 63% 3 U ALBERTA 36% 63% 1% IVEY 5 43% 1% SCHULICH 3 66% DESAUTELS 5 45% 1% UBC SAUDER 32% 66% 2% U ALBERTA 4 56% 2% ROTMAN 30% 70% UBC SAUDER 41% 59% DESAUTELS 18% 81% 1% PosiOve Neutral NegaOve Ranked by posi7ve men7ons MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 10

12 Academic coverage was the main theme of coverage for all schools as it accounted for at least 50 per cent of the total volume. Men4on Type Tradi4onal Media 15% 19% 15% 18% 36% 38% Passive MenOons 85% 81% 85% 82% AcOve MenOons 6 62% IVEY ROTMAN SAUDER SCHULICH DESAUTELS ALBERTA MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 11

13 Ivey received heavy trac4on from stories involving its alumni, the majority of which was neutral in terms of tonality. Top Themes Tradi4onal Media Professors interviewed / quoted as experts 45% 61% 56% Academic studies / publicaoons 5% 6% 9% Passive Ac4ve Events sponsored or hosted by school MBA compeooons involving school School ranking results / program reviews School announcements (new projects, programs) Program graduates menooned ExecuOve appointments of school graduates Program students menooned 6% 2% 1% 5% 5% 5% 21% 15% 3% 2% 1% 5% 1% 3% 10% 1% 3% School menooned passingly 5% Ivey Rotman Sauder AcOve menoons 6 85% 81% Passive menoons 36% 15% 19% MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 12

14 Unlike other schools, McGill s Desautels received a significant number of men4ons around its ranking results and program reviews, which ul4mately contributed to posi4ve coverage. Top Themes Tradi4onal Media Professors interviewed / quoted as experts 45% 52% 60% Passive Ac4ve Academic studies / publicaoons Events sponsored or hosted by school MBA compeooons involving school School ranking results / program reviews School announcements (new projects, programs) Program graduates menooned ExecuOve appointments of school graduates Program students menooned 3% 6% 18% 9% 22% 11% School menooned passingly 3% Schulich Desautels Alberta AcOve menoons 62% 85% 82% Passive menoons 38% 15% 19% MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 13

15 ChaGer ac4vity surrounding Rotman and Ivey schools concentrated on the promo4on and sharing of academic content. Conversely, Sauder and Alberta school men4ons were more ins4tu4onal in nature as conversa4ons revolved around school campaigns and announcements (e.g. Sauder s Rewrite the Rules, Alberta s MBA rankings results, awards won at business compe44ons). Top Themes Social Media 19% 42% 48% 50% 73% 75% InsOtuOonal 81% Academic 58% 52% 50% 2 25% ROTMAN IVEY SCHULICH DESAUTELS SAUDER ALBERTA Academic Themes - ArOcles, papers, primers authored by faculty - Professors interviewed, quoted as experts Ins4tu4onal Themes - School events (e.g., seminars, conferences) - Enrollment promooon (e.g. info sessions, admission dates) - School ranking results, announcement of prizes and awards MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 14

16 For more informa4on about this report, please contact: Mitchell Praw General Manager, Marketing & Professional Services t m li. linkedin.com/in/mitchellpraw A Division of Postmedia Network Inc Don Mills Road Toronto, Ontario M3B 2X7 Chris Boutet Senior Manager, Brand Insights t e. li. linkedin.com/in/chrisboutet A Division of Postmedia Network Inc Don Mills Road Toronto, Ontario M3B 2X7 MBA SCHOOLS IN THE NEWS: BRAND INSIGHTS REPORT 15