Tips on effectively utilizing social media for the purpose of development and alumni relations within a higher education environment.

1. Engineering Development Forum Social Media in the Field of Development & Alumni Relations Brian Razzaque, CEO SocialToaster June 21st, 2011

2. Agenda Current Social Media Landscape Strategies for Harnessing Social Media Tactics for Execution Tools for Measuring Success

3. Current Environment Thousands of Random User-Created Facebook Pages Hundreds of Regional Pages Dozens of Official Pages Hundreds of LinkedIn Groups Dozens of Official Twitter Handles JHU has 34,000 results on Facebook for “Johns Hopkins Alumni”, 90 Group Results on LinkedIn, 12 results on Twitter CHAOS!

4. Current Issues Reigning in the Chaos Defining Policy Managing Content Determining Channels Human Resources Internal Politics Wrestling with Technology

5. CURRENT STATISTICS Facebook 500 million active Facebook users Average user has 130 friends 250 million mobile Facebook users 50% log in daily Twitter Average user is 39 years old 64% of users are 35 or older Follows 173 accounts and has 300 followers LinkedIn Average user is 44 years old People with more than 20 connections are 34 times more likely to be approached with a job Sources: http://www.facebook.com/press/info.php?statistics, http://blog.guykawasaki.com/2007/01/ten_ways_to_use.htm, http://blog.hubspot.com/blog/tabid/6307/bid/5496/Twitter-User-Growth-Slowed-From-Peak-of-13-in-March-2009-to-3-5-in-October.aspx

6. Social Media Assessment What do we hope to accomplish? Is Social Media an appropriate channel? All of them or just some of them? Who will manage it? What resources will we need? Facebook - everybody LinkedIn – professionals Twitter – traffic MySpace – entertainment Digg/Delicious/Reddit – SEO YouTube – everybody Foursquare / Places – geographically relevant

7. Opportunities Micro-gifts Think Obama Give a little, give often Taylor Conroy – TEDx – How to Build a School in 3 Hours : http://bit.ly/taylorconroy Unified Voice Multiple channels, unified messaging Focus on awareness Integration Linking to Raiser’s Edge, Convio, SalesForce, Etc. Website integration Identify non-traditional opportunities Geo-Location

8. Start with a Plan POST Method People – who are you trying to engage? Objectives – what are you trying to achieve? Strategies – what will it look like when you’re done? Technologies – what are the tools you plan to use? Source: Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff

9. PEOPLE Class Year – What Motivates? 20+ Years Give Because They Can Give Enough to Make a Difference 5 – 20 Years Give Because They Care Don’t Give Because Think Can’t Give Enough to Have Impact New Alumni Think They Can’t Afford to Give Students Faculty

10. OBJECTIVES Increase Giving How much? Per Class Year? Increase Engagement How do we measure this? Grow Program Awareness Increase enrollment How to relate to efforts?

11. STRATEGY Website Centralizes Content: Blogs, Newsletters, Events, Campaigns, Articles, etc. Organization: Facebook Page, LinkedIn Group, Twitter People: Facebook, LinkedIn, Twitter, Digg Promote Promote

12. Tactical Define Your Policies “Official” Facebook Pages Groups for Regions? Who Manages? “Official” LinkedIn Groups How to Interact with “Un-Official” Pages/Groups? Define Responsibilities Who is monitoring? Who responds? Who manages content? Centralize Your Efforts, Drive Traffic to One Place Recruit individuals to support this effort Create Social Media Plan Editorial Calendar Unified, if possible Aligned with real-world efforts Targeted web properties Targeted social media channels Consistent Execution Content is catalyst

13. Tools HootSuite / Argyle Social / Seesmic / Tweetdeck / Etc. Simplify content posting to multiple networks / accounts Integrated analytics Content management SocialToaster Solution for recruiting and engaging Ambassadors to help promote content Detailed analytics and reporting Radian6 / ThoughtBuzz / Sysomos / Omllion / Etc. Social monitoring and engagement software

14. Case Study: JHU Targeted Web Properties Rising – highlights philanthropy at JHU Alumni – highlights alumni activity and events Giving – unified giving platform Ambassadors Using SocialToaster to unify ambassador engagement Development officers individually recruit alumni ambassadors Program also promoted through traditional media Participation and activity is tracked and reported against Success metrics in place

15. Summary Define your goals and how they will be measured Define your policies Assign responsibilities Create written editorial calendar and social media plan Execute upon your plan Use social publishing platform to simplify individual efforts Use SocialToaster to unify and measure ambassador engagement Use social monitoring tools to monitor external engagement Measure your results against your plan

16. Questions? Brian Razzaque, CEO SocialToaster razzaque@socialtoaster.com twitter.com/razzaque 443.393.2600 x211 www.socialtoaster.com Deck available at http://slideshare.net/BrianRazzaque