We’d like to make this presentation as responsive as possible. It would be great if you could each take a couple of moments and type into the chat any questions you hope to be answered in the session today. We’ll do our best to make sure you get your questions answered. Also feel free to type in questions as we go along. We might not answer them immediately, but should get to them during the session and the Q&A. And with that, here’s Doug.
Seth Godin is a web 2.0 Guru whose written a number of books on marketing and the web. … ..But because they resonate deeply with the listener!
We’ll take a few moments now to look at facebook pages and groups and how you might use each to reach alumni.
Facebook has 2 main types of pages for organizations, these being ‘group pages’ and fan pages. This is a screen shot of the Juilliard School’s Group page - my alma mater. This is administered by Juilliard. It is a closed group so you have to be approved to join it. Also what’s interesting is that the administrator of the group has set the page up so that group members can’t add any content to the page. So it ends up being simply a vehicle for the school to send information to members - a one way street - and I think defeats the purpose of social media to build community through participation. If we think about what we are doing with the site, and our goals, we may also rethink about what happens on that page and what permissions we give. For example, are we just using this as a place to disseminate information? Do we want to engage in dialogue? What are the benefits to me as the school? What are the benefits to me as an alumni?
By contrast, here is another Juilliard alumni group. This one was created by someone named Mimi, who presumably is an alumni. Anyone can join and anyone can start discussions, or post comments to the wall. This group allows participation by all the members - a critical feature in building ownership. It’s important to consider what our goals are for our facebook community. What creates value for us, and what creates value for the members. Speaking for myself as an alumna, values that are important to me Include: Feeling valued Knowing that I can make a difference Being listened to Having the ability to connect with my old classmates
This is a summary of some of the distinctive features of group pages in comparison to fan pages. We’ll look at fan pages in just a moment. Anyone can start a group page Groups can be public, private or invisible Email can be sent to up to 5,000 members Groups are more like clubs Admin can control who can post Posts to the page are from you as an individual, so for example if I was the admin for this group and wanted to add an event, it would come from me- Rebecca, rather than from Juilliard the entity.
This is the fan page for SNAAP that we recently set up. Fan pages look much the same as the personal profile pages. They also have the same robust Features and Layout that are missing from group pages. This is a dramatic change from just a couple of months ago. This robustness allows a much greater reach than group pages. Here’s some of the characteristics Tabs across the top - these are links to all sorts of additional information and applications. News stream down the center - this is an extremely powerful function. Fans on the left, - other content can be added in boxes on the left side as well Right side is highlights, and advertising
You must be the legitimate organization to set up the site. Updates appear in the stream - By this I mean that whenever the alumni fan page is updated with new Content, a notice about it will appear in the news stream of all the fan members. And if a fan member Comments on the news item, or gives it a ‘thumbs up - I like it” then that also shows up in the stream Of all the friends of that fan. This has huge potential. This is what we refer to as going ‘viral’ Fan Pages are searchable outside Facebook. So you can find the facebook fan page for the Jacobs school Through a google search. You and others can link directly to your fan page. This can enormously help with your google rankings - that is, getting your organization to show up At the top of google searches…. This is what we call SEO. When you update your page, the updates show as coming from the Institution. Its Jacobs School posting A note, rather than Alain posting a note. The tabs across the top can be customized to some degree so you can incorporate various types of Facebook apps including polling, discussions, video, blog posts, sharing links, etc. The Insights tab- is a great feature for tracking and analysing how your fans use your page. How has your Fan page grown over the last year. What features are people using. Alain will show us that in just a couple Moments.
Any questions so far?
Alain will now take the steering wheel….
Considering your audiences , what you say and how you say it become critical elements in the success or Failure of your facebook SNAAP project.
Here are some qualities of successful messages. They are unique. They can be entertaining. They need to clearly and concisely communicate the value to the recipient…. What’s in it for me? It can be really helpful to provide some reward for spending the time to evaluate your message - or in this Case take the time to complete the survey. You could send them thank you cards or consider other creative Rewards, but keeping in mind that the key is going to be that the work they put into it is going to be valued. Can I trust the message, and the source of the message? Do I have confidence in who is presenting information to me? And is there a sense of fair exchange between the sender and the receiver?
Here are a few of the elements that can help you conduct a successful messaging campaign. Build momentum - you might do this by having a plan that builds over time - have a schedule of updates that might appear Bi-weekly, then weekly, then more frequently as you get down to the wire. Don’t just repeat the same message, but use some creativity.. As you grow your fan base, keep them engaged, allow them to participate- encourage them to spread the Word too. Have calls to action. What do you want them to do. Find ways to engage them rather than a passive approach, both for you and for your alumni. Allow them to participate. (I said that already.) Promotional hooks can help a lot. Things that get peoples’ attention. Have a clear idea of what you want people to do without a hidden agenda Be open and clear about what you want for outcomes and how you’re going about it. Give links for more information. Links build credibility, authority and networks.
DESPERATELY SEEKING SUSAN , oops, I mean the class of 1989! You can be funny, appeal to the generation… I’m not sure if the class of ‘04 ever saw this movie. School can be transformational - so can your 2 cents. Take the SNAAP Survey! Appeal to the values of the alumni! Coming this fall to your school: “SNAAP!” What’s that? ... Create some suspense We don’t want your money.... at least not at the moment.... Don’t take yourself too seriously - play on people’s expectations of you.
Here’s just a few more ideas… The class of ‘04 think they’re more ‘with it’ than the class of ’89. Prove them wrong! ... Competition can be really effective Calling the classes of ’89, ’94, ’99, ’04! Be a part of SNAAP. Change the world... Again appeal to their values The classes of ’2011 – ‘2056 need your help! It’s not about $$, it’s about... In this case, the value of how you can help future generations - show what you’ve learned.
The visual look of your message can enhance your results. This is just a simple little animated gif I created In photoshop in about 5 minutes. Apologies to you Alain….
And this one just plays off of the movie theme….
Don’t forget to ask your alumni to help! We need your ideas as well! If you come up with some effective strategies, share them with us and your colleagues on SNAAP’s facebook discussion page.
To get any traffic you have to offer value, ideas, interest, safe, and fun You need to fill it with your ideas, and emotions, and your friends. You need to listen more than you talk. Bring your enthusiasm, your energy your vitality Facebook is about friends - acting like and being friends….
Here are 10 great things you can do on facebook to build and sustain relationships with your alumni
Publisher & Wall: Use the Publisher on the Wall tab to update your Status, upload new photos or videos, post Notes or Links to interesting content. Be sure to highlight recent news and information and remember that bringing your real voice to the content makes it that much more engaging. Favorite Pages: Use Favorite Pages to highlight any other public profiles on Facebook you are affiliated with, other brands, products or people your support or just other entities you respect or care about. Share, Like and Commenting: Remind people connected to your public profile to participate on your page. The more people share, like or comment on your content the wider distribution you will receive through News Feed. Be sure to post engaging, relevant content at a pace that is steady without being overwhelming to your fan base. Targeted Updates: In addition to News Feed distribution, you can send targeted updates to the people connected to you about about special promotions, appearances or other exciting news within specific geographical areas.
Pictures, Videos, Discussions, Events, Announcements, Calendar, Interesting news from elsewhere Each of these updates goes into the updates stream. When someone becomes a fan or favorites It, or comments, that builds and sends it out to their network. A word about tactics and tools here. Tools are the vehicles we use in social media to get where we are going. Facebook, Flickr, twitter, YouTube and so on. But even more important are the tactics. What is your approach. Social Media is about relationships with people. It starts with listening joining the conversations that are already going on collaborate invite participation Think about what your intention is! What is our motivation? Is our agenda overt or covert? Our currency must be: Transparency, Integrity and Authenticity. We listen a lot with our friends, the same is true with social media relationships.
Make your fan page attractive and visually interesting. One way to do this is with creative editing and use Of the white space on the left. As long as your profile image is 200 pixels wide, it can be up to 600 pixels high. You can even edit the space above to have it match the gray background….
Granted you’ll have to wait till the end of the month if you have less than 1000 fans.
You can upload videos and photos of your events. This is a video created by the Brooklyn Museum for their First Fans Group. It’s a membership group at The museum. At last month’s event, they videod fans who were in attendance. This one is sending Greetings to me and several others who couldn’t make it to Brooklyn. Then I was ‘tagged’ in the video. The Tagging process generated an email to me so I could go see my video greeting, and comment if I wanted to do so. This is a very powerful tool and really brought me much closer to the museum.
Don’t forget events. Every time someone responds it builds up momentum about the event.
Just invite people to join your group. You can search facebook and send invitations to people even if they are not currently your fans. And you can ask your fans to look up and invite any people from their classes that they might know to join. In the screen shot on the right, a group member is encouraging his classmates to find others, and His message gives explicit directions about how to do so.
Alain talked a bit about this. It can be very powerful. You can advertise to specific demographics. The “Class of ‘75’ ad was one specifically targeted at me. These can be directed to a specific page of your profile, they can be to rsvp, they can be to become a fan, And of course they can be to take the SNAAP survey.
Integrate all your activities online and offline, both visually and with your messages. Consider things like Facebook Share or Facebook Connect to integrate your website with facebook. Don’t forget email and postcards. It generally takes 3 or 4 impressions to get a response from people. That Might be a status update on Facebook, an email alert, a postcard, an invitation to an event.
And finally, Facebook is just an empty storefront until you inhabit it and participate. Its about building relationships With people! Thank you!
S N A A P Facebook Final
Using Facebook to Reach Alumni for SNAAP Moderated by Rebecca Krause-Hardie Audienceworks.com June 25, 2009 June 30, 2009
Introductions Sally Gaskill Doug Dempster Alain Barker Rebecca Krause-Hardie Director, Marketing and Publicity IU Jacobs School of Music Associate Director, SNAAP Indiana University Center for Postsecondary Research Dean, College of Fine Arts, University of Texas at Austin Partner, Audienceworks
Today’s Plan <ul><li>Introductions </li></ul><ul><li>The Case for SNAAP </li></ul><ul><li>Facebook 101 </li></ul><ul><li>Indiana University Jacobs School of Music Example </li></ul><ul><li>Crafting your Messaging </li></ul><ul><li>Facebook 201 </li></ul><ul><li>Q&A </li></ul>
The Case for SNAAP <ul><ul><ul><ul><ul><li>For the SNAAP project </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>For your school </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>For the alumni </li></ul></ul></ul></ul></ul>
Why is SNAAP so important to the schools that train professional artists and performers? <ul><li>History of poor tracking of alumni placement, professional and artistic outcomes </li></ul><ul><li>Weak feedback into curriculum design, hiring, enrollment management, etc. </li></ul><ul><li>Risk alumni feeling ill-prepared, misled, or abandoned </li></ul><ul><li>High risk of education responding to past realities rather than future prospects </li></ul>
<ul><li>Well and broadly implemented, SNAAP could be one of the most important reform influences on professional training programs in the arts in the last 50 years. </li></ul>
Caveat Emptor—A personal conviction <ul><li>The success of any undergraduate and/or professional training program in the arts should be measured by whether alumni feel well served by that education, whatever their professional goals or accomplishments. </li></ul>
With SNAAP data we can do a better job with: <ul><li>Curriculum design and program innovation </li></ul><ul><li>Enrollment management </li></ul><ul><li>Accreditation accountability </li></ul><ul><li>Nation-wide trend analysis </li></ul><ul><li>Engaging alumni in program governance </li></ul>
Using SNAAP to engage alumni <ul><li>Alumni relations should not be dominated by development goals </li></ul><ul><li>Graduates have strong convictions re the strengths and weaknesses of their education </li></ul><ul><li>Everyone wants to teach: Grads want to play a mentoring relationship with younger grads </li></ul><ul><li>Current students need to use alumni networks for their advancement </li></ul><ul><li>SNAAP serves as a professional development tool for alumni </li></ul>
Secondary benefits of SNAAP <ul><li>Cost effective data collection on alumni </li></ul><ul><li>Highest quality research modeling, alumni networking, survey marketing </li></ul><ul><li>Satisfies “outcomes” accountability in accreditation environment </li></ul><ul><li>Aggregate and comparative data allows peer comparisons of outcomes </li></ul>
<ul><li>Professional training programs will be measured by the success and satisfaction of their graduates in the growing “creative economy” </li></ul><ul><li>High cost of education has increased expectations for professional outcomes for graduates </li></ul><ul><li>Culture and marketplace for the arts is morphing faster than ever </li></ul><ul><li>Alumni relations is emerging as an important governing constituency in higher education in the arts </li></ul>
<ul><li>“ ideas never spread because they are important to the originator” </li></ul>Seth Godin
facebook 101 An alumni constituent building tool
Group Page Features <ul><li>Anyone can start a group page </li></ul><ul><li>Groups can be public, private or invisible </li></ul><ul><li>Email can be sent to up to 5,000 members </li></ul><ul><li>Groups are more like clubs </li></ul><ul><li>Admin can control who can post </li></ul><ul><li>Posts to the page are from you as an individual </li></ul>
Fan Page Features <ul><li>Must be the ‘legit’ owner of site </li></ul><ul><li>Updates appear in the ‘stream’ </li></ul><ul><li>Hugh potential to go ‘viral’ </li></ul><ul><li>Pages are searchable outside Facebook </li></ul><ul><li>Enhances Search Engine Optimization (SEO) rankings </li></ul><ul><li>Updates to page are from the Organization </li></ul><ul><li>Tabs format for greater interactivity and reach media, integration of ‘apps’ </li></ul><ul><li>Ability to ‘analyze’ how people use page </li></ul>
A quick review of facebook pages <ul><li>Private group page </li></ul><ul><li>Public group page </li></ul><ul><li>Institutional Fan page </li></ul><ul><li>Personal profile page </li></ul><ul><li>Next we will look at an example: </li></ul><ul><li>Indiana University Jacobs School of Music </li></ul>
Qualities of successful messages <ul><li>Unique </li></ul><ul><li>Entertaining </li></ul><ul><li>Value to the recipient </li></ul><ul><li>Reward attached to spending time </li></ul><ul><li>Trustworthy </li></ul><ul><li>Fair exchange (Between sender and receiver) </li></ul>
Elements of a Successful Messaging Campaign <ul><li>Build Momentum </li></ul><ul><li>Calls to action </li></ul><ul><li>Promotional hooks </li></ul><ul><li>Have a clear transparent idea of what you want people to do and when </li></ul><ul><li>Be open and clear about what you want for outcomes </li></ul><ul><li>Give links for more information </li></ul>
A few suggestions: <ul><li>DESPERATELY SEEKING SUSAN , oops, </li></ul><ul><li>I mean the class of 1989! </li></ul><ul><li>School can be transformational - so can your 2 cents. Take the SNAAP Survey! </li></ul><ul><li>Coming this fall to your school: “SNAAP!” What’s that? ... </li></ul><ul><li>We don’t want your money.... at least not at the moment.... </li></ul>
A few suggestions: <ul><li>The class of ‘04 think they’re more ‘with it’ than the class of ’89. Prove them wrong! ... </li></ul><ul><li>Calling the classes of ’89, ’94, ’99, ’04! Be a part of SNAAP. Change the world... </li></ul><ul><li>The classes of ’2011 – ‘2056 need your help! It’s not about $$, it’s about... </li></ul>
Include interesting visuals: School can be transformational - so can your 2 cents. Take the SNAAP Survey!
Include interesting visuals: DESPERATELY SEEKING SUSAN , oops, I mean the class of 1989!
10. Build Relationships <ul><li>Talk to people </li></ul><ul><li>Have a conversation </li></ul><ul><li>Add value </li></ul><ul><li>Give up Control </li></ul><ul><li>Listen </li></ul>
Q & A <ul><li>Your questions! </li></ul><ul><li>Share a few insights! </li></ul>
Give us your feedback! <ul><li>Please take the webinar survey and let us know what we can do to make this presentation better! </li></ul><ul><li>http://tinyurl.com/snaap1 </li></ul><ul><li>Thanks! </li></ul>
Some Resources for you <ul><li>Allfacebook.com </li></ul><ul><li>Mashup.com </li></ul><ul><li>http://tinyurl.com/snaap1 </li></ul>Find me here: Rebecca Krause-Hardie Blog: arts.typepad.com Twitter: @arkrausehardie Email: [email_address] Facebook: http://www.facebook.com/krausehardie Partner: www.Audienceworks.com