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Developing a  Social Media Strategy for Alumni Keidra Chaney and Anne Divita Kopacz DePaul University
Who Are We? <ul><li>DePaul University </li></ul><ul><ul><li>8th largest private university in the U.S. </li></ul></ul><ul>...
How We Approach Social Media <ul><li>Our objective: increase alumni engagement </li></ul><ul><li>About building relationsh...
Challenges <ul><li>Integrating with communication strategy </li></ul><ul><li>Dealing with bureaucracy  </li></ul><ul><li>E...
It Starts with the Website… <ul><li>November 2008 relaunch </li></ul><ul><li>Alumni portal </li></ul><ul><ul><li>News </li...
…Continues with Email…
…And Includes Print!
Social Media <ul><li>Facebook alumni page </li></ul><ul><li>LinkedIn alumni group/subgroups </li></ul><ul><li>Demon Tracks...
Facebook Alumni Page <ul><li>4,300 fans </li></ul><ul><li>Averages 50-60 new members weekly </li></ul><ul><li>Avg. 600-800...
Facebook Alumni Page <ul><li>DePaul content </li></ul><ul><ul><li>News and event listings  </li></ul></ul><ul><ul><li>Blog...
LinkedIn Alumni Group <ul><li>Professional and social  networking community </li></ul><ul><li>5,700 members  </li></ul><ul...
LinkedIn Alumni Group <ul><li>8 subgroups for regional chapters </li></ul><ul><li>1 affinity-based subgroup </li></ul><ul>...
Demon Tracks <ul><li>Staff-written blog  </li></ul><ul><li>Alumni, faculty, students in the news & on the web  </li></ul><...
Demon Tracks Success Stories
Twitter <ul><li>300+ followers </li></ul><ul><li>News from DePaul  and external sources </li></ul><ul><li>Communicate dire...
DePaul Spirit Flickr Page  <ul><li>28 Group members and 300 photos </li></ul><ul><li>Alumni and staff posted photos </li><...
YouTube Channel <ul><li>Dedicated video channel </li></ul><ul><li>Hosts web and email videos </li></ul><ul><li>Partner wit...
Chart O’Fun MESSAGING
Measurement <ul><li>Many measurement tools </li></ul><ul><ul><li>Facebook Insights </li></ul></ul><ul><ul><li>YouTube Insi...
Finding Content <ul><li>Look everywhere for content </li></ul><ul><ul><li>Media relations </li></ul></ul><ul><ul><li>Colle...
Key Take-Aways <ul><li>Create a strategy </li></ul><ul><li>Partner with other departments </li></ul><ul><li>Match media to...
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DePaulSocialMedia

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The presentation will cover the DePaul University Advancement Communications department’s integrated approach to promoting social media initiatives via print, e-mail and the web. It will also outline the collaborative role that advacnement communications, alumni relations and web staff play in developing DePaul’s alumni social media communit

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  • Transcript of "DePaulSocialMedia"

    1. 1. Developing a Social Media Strategy for Alumni Keidra Chaney and Anne Divita Kopacz DePaul University
    2. 2. Who Are We? <ul><li>DePaul University </li></ul><ul><ul><li>8th largest private university in the U.S. </li></ul></ul><ul><ul><li>130,000 alumni, primarily in Chicago area </li></ul></ul><ul><li>Office of Advancement </li></ul><ul><ul><li>Development </li></ul></ul><ul><ul><li>Alumni Relations </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Web staff </li></ul></ul>
    3. 3. How We Approach Social Media <ul><li>Our objective: increase alumni engagement </li></ul><ul><li>About building relationships </li></ul><ul><li>Sharing information/content </li></ul><ul><li>Go to existing engaged communities </li></ul>
    4. 4. Challenges <ul><li>Integrating with communication strategy </li></ul><ul><li>Dealing with bureaucracy </li></ul><ul><li>Establishing measurable goals </li></ul><ul><li>Allaying skittishness about privacy/content </li></ul><ul><li>Assigning staff to create content </li></ul><ul><li>Getting a consensus among stakeholders </li></ul><ul><li>Establishing online community guidelines </li></ul>
    5. 5. It Starts with the Website… <ul><li>November 2008 relaunch </li></ul><ul><li>Alumni portal </li></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Alumni profiles </li></ul></ul><ul><ul><li>Benefits/services </li></ul></ul><ul><ul><li>Social media box </li></ul></ul><ul><ul><li>Social bookmarking box </li></ul></ul>
    6. 6. …Continues with Email…
    7. 7. …And Includes Print!
    8. 8. Social Media <ul><li>Facebook alumni page </li></ul><ul><li>LinkedIn alumni group/subgroups </li></ul><ul><li>Demon Tracks blog </li></ul><ul><li>Twitter account (@depaulalumni) </li></ul><ul><li>Flickr photostream </li></ul><ul><li>YouTube channel (depaulalumnifriends) </li></ul>
    9. 9. Facebook Alumni Page <ul><li>4,300 fans </li></ul><ul><li>Averages 50-60 new members weekly </li></ul><ul><li>Avg. 600-800 unique page views per week </li></ul>
    10. 10. Facebook Alumni Page <ul><li>DePaul content </li></ul><ul><ul><li>News and event listings </li></ul></ul><ul><ul><li>Blog posts and web links </li></ul></ul><ul><ul><li>Photos and video </li></ul></ul><ul><li>Fan content </li></ul><ul><ul><li>Wall posts, photos, video </li></ul></ul><ul><ul><li>Discussion groups </li></ul></ul><ul><li>Next step </li></ul><ul><ul><li>Facebook Connect </li></ul></ul>
    11. 11. LinkedIn Alumni Group <ul><li>Professional and social networking community </li></ul><ul><li>5,700 members </li></ul><ul><li>Averages 100 new members weekly </li></ul><ul><li>Active job posting & discussion boards </li></ul>
    12. 12. LinkedIn Alumni Group <ul><li>8 subgroups for regional chapters </li></ul><ul><li>1 affinity-based subgroup </li></ul><ul><li>1 topic-based subgroup </li></ul><ul><li>Next steps: </li></ul><ul><ul><li>More subgroups by affinity and/or college </li></ul></ul><ul><ul><li>Respond to user input </li></ul></ul>
    13. 13. Demon Tracks <ul><li>Staff-written blog </li></ul><ul><li>Alumni, faculty, students in the news & on the web </li></ul><ul><li>Posts syndicated to Facebook and LinkedIn </li></ul><ul><li>Intern blogger added this </li></ul><ul><li>quarter </li></ul>
    14. 14. Demon Tracks Success Stories
    15. 15. Twitter <ul><li>300+ followers </li></ul><ul><li>News from DePaul and external sources </li></ul><ul><li>Communicate directly with alumni in “real time” </li></ul><ul><li>Join in DePaul (and non-DePaul) conversation </li></ul>
    16. 16. DePaul Spirit Flickr Page <ul><li>28 Group members and 300 photos </li></ul><ul><li>Alumni and staff posted photos </li></ul><ul><li>Photostream and Group Pool </li></ul><ul><li>Replaces on-site photo gallery </li></ul>
    17. 17. YouTube Channel <ul><li>Dedicated video channel </li></ul><ul><li>Hosts web and email videos </li></ul><ul><li>Partner with faculty and students </li></ul><ul><li>Next step: integrate with other media </li></ul>
    18. 18. Chart O’Fun MESSAGING
    19. 19. Measurement <ul><li>Many measurement tools </li></ul><ul><ul><li>Facebook Insights </li></ul></ul><ul><ul><li>YouTube Insights </li></ul></ul><ul><ul><li>Flickr Stats </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><li>Numbers vs. context </li></ul><ul><li>What we do: narrative report </li></ul>
    20. 20. Finding Content <ul><li>Look everywhere for content </li></ul><ul><ul><li>Media relations </li></ul></ul><ul><ul><li>College publications </li></ul></ul><ul><ul><li>Our print magazines and newsletters </li></ul></ul><ul><ul><li>Our other social media </li></ul></ul><ul><ul><li>External news outlets and blogs </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><li>Create our own content </li></ul>
    21. 21. Key Take-Aways <ul><li>Create a strategy </li></ul><ul><li>Partner with other departments </li></ul><ul><li>Match media to audience </li></ul><ul><li>Build relationships and foster conversations </li></ul><ul><li>Go where alumni are </li></ul><ul><li>Update content regularly </li></ul><ul><li>Reuse, recycle content </li></ul><ul><li>Measure, measure, measure </li></ul><ul><li>Experiment – and don’t fear failure! </li></ul>
    22. 22. Questions?
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