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CONNECT WITH ALUMNI
                    ON FACEBOOK
       T
            What one social media question
            would you like answered today?
            Let us know here:

            http://bit.ly/schoolsOut




7/10/2012                        1
YOUR HOST FOR TODAY



                       Frank Barry
                       Internet Strategy,Blackbaud
                       @franswaa




                        #BBSOCIAL


7/10/2012                     2
SATE OF THE INDUSTRY:
       NONPROFIT SOCIAL MEDIA




7/10/2012               3
FACEBOOK UP 30%
       DOWNLOAD THE REPORT TODAY

                               TWITTER UP 81%
             www.NonprofitSocialNetworkSurvey.com
                                   9 OUT OF 10 NONPROFITS ARE ON FACEBOOK




            Get the INFOGRAPHIC also … http://bit.ly/npsocial

7/10/2012                                  4
STAFFING?                 STAFFING ON THE RISE
       75% of nonprofit organizations have ¼ or less of an FTE.
                                                  75% OF NONPROFITS ALLOCATE ½ FTE




7/10/2012                                           5
FUNDING GROWS BUT
             43% OF NONPROFITS ALLOCATE $0 TO SOCIAL




7/10/2012            6
TOP 3 FACTORS FOR SUCCESS
       Strategy. Priority. Staffing.




                         Strategy      Prioritization   Staffing




7/10/2012                                 7
USING FACEBOOK TO
       CONNECT WITH ALUMNI




7/10/2012              8
GET “LIKES” FROM
       STUDENTS& FAMILIES
        Before you can engage alumni on
        Facebook you’ve got to build a
        relationship with them. The best time
        to do this is while they are a student.




7/10/2012                                         9
INCENTIVES
       1. Free exclusive video that can only be viewed if you like us.
            •   Teachers doing something silly/funny/fun.
            •   Past students sharing their stories.
            •   Virtual campus tour.

       2. Run a competition. Everyone likes a competition.
            •   If you like the page you’ll be entered to win _____ !!!

       3. Provide enticing high resolution photos.
            •   Class photos.
            •   Teacher photos (meet the faculty).

       4. Offer “Special” including discounts to Facebook fans.
            •   Get 10% off your books.
            •   Get early registration for a semester.
                                    Advertise what your doing from the first time you interact with
                                     a prospective student all the way through their graduation.

7/10/2012                                       10
BUILD YOUR EdgeRank
        Make sure your Facebook fans see you post
        and engage with you on a regular basis. If
        you don’t, the chances of you effectively
        reaching them once they’ve graduated is far
        less.




7/10/2012                                     11
A FEW FACTS ABOUTEDGERANK
       • Most posts reach roughly 17% of your fans.

       • Post typically lives for about 3 hours..




7/10/2012                                   12
BUILDING EDGERANK RELIES ON 3 THINGS
       • Increasing Affinity - Actions such as
         Commenting, Liking, Sharing, Clicking, and Viewing will increase a
         fan’s Affinity with your school. Focusing on increasing the number of
         interactions fans have with you.

       • Building Weight – Comments have a higher value than a Like. Likes
         have a higher value than a view. Focus on getting fans to take higher
         value actions.

             – Content type: Videos > Photos > Status Updates >Links
             – Engagement type: Shares > Comments > Likes >Clicks > Views


       • Optimize for Time Decay – The older the post the less valuable it is.
         Keep your schools page fresh with interesting new content, but don’t
         over do it.
                                    http://edgerankchecker.com | http://pagelever.com


7/10/2012                                  13
WHEN SHOULD I POST?
       Fan engagement is 8% greater on Wednesday’s




                                                     Research by: http://www.buddymedia.com/


7/10/2012                                 14
HOW OFTEN SHOULD I POST?
       Posting 1-2 times per day produces 40% higher engagement.




                                                         Research by: http://www.buddymedia.com/


7/10/2012                                  15
HOW LONG SHOULD MY POSTS BE?
       Posts with80 characters or less receive 66% higher engagement.




                                                          Research by: http://www.buddymedia.com/


7/10/2012                                   16
WHAT TYPES OF POSTS PERFORM BEST?[VIDS]




7/10/2012                   17
WHAT TYPES OF POSTS PERFORM BEST? [PICS]




7/10/2012                    18
WHAT TYPES OF POSTS PERFORM BEST? [QUESTIONS]
       • Fill in the blank (I graduated from ___ in ___)

       • Yes or no (Have you ever taken English with Mrs. Smith: Yes or No)

       • True of false (True of False: I secretly
         love Chemistry)

       • Questions about where alumni have
         gone?
            - Where are you working now?
            - What College are you attending?




7/10/2012                                       19
WHAT TYPES OF POSTS PERFORM BEST? [ASKS]
       • Like this if you…

       • Comment if you…

       • Give us your suggestion/opinion on…

       • Tell us how much you loved the…




                              Pro Tip: Use the status tagging feature as much as possible.


7/10/2012                                 20
WHAT TYPES OF POSTS PERFORM BEST?[MISSION]




7/10/2012                   21
WHAT TYPES OF POSTS PERFORM BEST?[TIMELY]




7/10/2012                   22
CREATE VIRAL
       STATUS UPDATES
        Everyone wants to “go viral”, but
        it’s a very difficult thing to do.




7/10/2012                                    23
CLASS PHOTOS / TAGGING




                           Pro Tip: Tag every person in the photo.

7/10/2012                   24
MEMES
       A meme is an idea or behavior that spreads through a culture by
       imitation. Internet memes follow this principle, humorous images are
       copied and re-captioned, concisely describing or satirizing the activity of
       an individual or group.




                                                http://mashable.com/2012/02/17/college-memes-humor/


7/10/2012                                  25
MEMES




                    http://mashable.com/2012/02/17/college-memes-humor/


7/10/2012      26
MEMES




                    http://mashable.com/2012/02/17/college-memes-humor/


7/10/2012      27
FOCUS ON USER
       GENERATED CONTENT
        Facebook is a great way for students and
        alumni to stay connected. Do everything
        you can to foster those connections on your
        fan page.




7/10/2012                                     28
GET YOUR STUDENTS, ALUMI AND FAMILIES SHARING
       • Pictures (the key is to have them tag friends/family):
            -   Of them selves in their school apparel.
            -   With classmates.
            -   Interesting/unique/famous spots on campus (with them in it).
            -   Working on projects.
            -   On class trips.

       • Videos:
            - From graduation.
            - Sharing what they loved about going to school at your institution.

       • Polls:
            - Ask poll questions using the poll features.
            - Gather the results and share with the group.

                                         Pro Tip: Make sure to respond, engage, and treat those
                                         interactions as if someone approaching you on campus.

7/10/2012                                         29
LEVERAGE EVENTS
        Class reunions, local meetups, networking events
        and more are all opportunities for you to engage
        your students, families and alumni.




7/10/2012                                     30
REUNIONS, LOCAL MEETUPS, NETWORKING, ETC…
       • Engage current
         fans (students/alum)

       • Spread through the
         network

       • Provide updates

       • Share photo’s,
         videos, stories, etc

       ** all this activity
         shows up in fans
         timelines improving
         edgerank.




7/10/2012                       31
10 BEST PRACTICE TIPS FOR FACEBOOK PUBLISHING

       1. Keep Your Posts Short
       2. Post Photos, Videos and Quotes
       3. Post Consistently
       4. Ask for your Fans Opinions
       5. Ask Questions (true/false, fill in the blank, yes/no,
       6. Try Posting “Fill in the Blank” Posts
       7. Give Fans Access to Exclusive Information
       8. Reward your Fans with Deals and Perks
       9. Be Timely
       10.Localize your Posts if they are Relevant to a Specific
          Audience


7/10/2012                           32
WE’VE GOT MORE SOCIAL GOODNESS FOR YOU!




7/10/2012                   33
Thank you!
        Let’s keep the conversation going…
                          frank.barry@blackbaud.com
                              twitter.com/franswaa




            Social Influencers Whitepaper        Social Network Benchmark
            bit.ly/npoSocialArchetype            Report bit.ly/npsocial


7/10/2012                                   34
Questions?


            NetWitsThinkTank.com   |   Blackbaud.com/k12




7/10/2012            35

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Social Media for Schools: 22+ Ways to Stay Connected with Your Alumni on Facebook

  • 1. CONNECT WITH ALUMNI ON FACEBOOK T What one social media question would you like answered today? Let us know here: http://bit.ly/schoolsOut 7/10/2012 1
  • 2. YOUR HOST FOR TODAY Frank Barry Internet Strategy,Blackbaud @franswaa #BBSOCIAL 7/10/2012 2
  • 3. SATE OF THE INDUSTRY: NONPROFIT SOCIAL MEDIA 7/10/2012 3
  • 4. FACEBOOK UP 30% DOWNLOAD THE REPORT TODAY TWITTER UP 81% www.NonprofitSocialNetworkSurvey.com 9 OUT OF 10 NONPROFITS ARE ON FACEBOOK Get the INFOGRAPHIC also … http://bit.ly/npsocial 7/10/2012 4
  • 5. STAFFING? STAFFING ON THE RISE 75% of nonprofit organizations have ¼ or less of an FTE. 75% OF NONPROFITS ALLOCATE ½ FTE 7/10/2012 5
  • 6. FUNDING GROWS BUT 43% OF NONPROFITS ALLOCATE $0 TO SOCIAL 7/10/2012 6
  • 7. TOP 3 FACTORS FOR SUCCESS Strategy. Priority. Staffing. Strategy Prioritization Staffing 7/10/2012 7
  • 8. USING FACEBOOK TO CONNECT WITH ALUMNI 7/10/2012 8
  • 9. GET “LIKES” FROM STUDENTS& FAMILIES Before you can engage alumni on Facebook you’ve got to build a relationship with them. The best time to do this is while they are a student. 7/10/2012 9
  • 10. INCENTIVES 1. Free exclusive video that can only be viewed if you like us. • Teachers doing something silly/funny/fun. • Past students sharing their stories. • Virtual campus tour. 2. Run a competition. Everyone likes a competition. • If you like the page you’ll be entered to win _____ !!! 3. Provide enticing high resolution photos. • Class photos. • Teacher photos (meet the faculty). 4. Offer “Special” including discounts to Facebook fans. • Get 10% off your books. • Get early registration for a semester. Advertise what your doing from the first time you interact with a prospective student all the way through their graduation. 7/10/2012 10
  • 11. BUILD YOUR EdgeRank Make sure your Facebook fans see you post and engage with you on a regular basis. If you don’t, the chances of you effectively reaching them once they’ve graduated is far less. 7/10/2012 11
  • 12. A FEW FACTS ABOUTEDGERANK • Most posts reach roughly 17% of your fans. • Post typically lives for about 3 hours.. 7/10/2012 12
  • 13. BUILDING EDGERANK RELIES ON 3 THINGS • Increasing Affinity - Actions such as Commenting, Liking, Sharing, Clicking, and Viewing will increase a fan’s Affinity with your school. Focusing on increasing the number of interactions fans have with you. • Building Weight – Comments have a higher value than a Like. Likes have a higher value than a view. Focus on getting fans to take higher value actions. – Content type: Videos > Photos > Status Updates >Links – Engagement type: Shares > Comments > Likes >Clicks > Views • Optimize for Time Decay – The older the post the less valuable it is. Keep your schools page fresh with interesting new content, but don’t over do it. http://edgerankchecker.com | http://pagelever.com 7/10/2012 13
  • 14. WHEN SHOULD I POST? Fan engagement is 8% greater on Wednesday’s Research by: http://www.buddymedia.com/ 7/10/2012 14
  • 15. HOW OFTEN SHOULD I POST? Posting 1-2 times per day produces 40% higher engagement. Research by: http://www.buddymedia.com/ 7/10/2012 15
  • 16. HOW LONG SHOULD MY POSTS BE? Posts with80 characters or less receive 66% higher engagement. Research by: http://www.buddymedia.com/ 7/10/2012 16
  • 17. WHAT TYPES OF POSTS PERFORM BEST?[VIDS] 7/10/2012 17
  • 18. WHAT TYPES OF POSTS PERFORM BEST? [PICS] 7/10/2012 18
  • 19. WHAT TYPES OF POSTS PERFORM BEST? [QUESTIONS] • Fill in the blank (I graduated from ___ in ___) • Yes or no (Have you ever taken English with Mrs. Smith: Yes or No) • True of false (True of False: I secretly love Chemistry) • Questions about where alumni have gone? - Where are you working now? - What College are you attending? 7/10/2012 19
  • 20. WHAT TYPES OF POSTS PERFORM BEST? [ASKS] • Like this if you… • Comment if you… • Give us your suggestion/opinion on… • Tell us how much you loved the… Pro Tip: Use the status tagging feature as much as possible. 7/10/2012 20
  • 21. WHAT TYPES OF POSTS PERFORM BEST?[MISSION] 7/10/2012 21
  • 22. WHAT TYPES OF POSTS PERFORM BEST?[TIMELY] 7/10/2012 22
  • 23. CREATE VIRAL STATUS UPDATES Everyone wants to “go viral”, but it’s a very difficult thing to do. 7/10/2012 23
  • 24. CLASS PHOTOS / TAGGING Pro Tip: Tag every person in the photo. 7/10/2012 24
  • 25. MEMES A meme is an idea or behavior that spreads through a culture by imitation. Internet memes follow this principle, humorous images are copied and re-captioned, concisely describing or satirizing the activity of an individual or group. http://mashable.com/2012/02/17/college-memes-humor/ 7/10/2012 25
  • 26. MEMES http://mashable.com/2012/02/17/college-memes-humor/ 7/10/2012 26
  • 27. MEMES http://mashable.com/2012/02/17/college-memes-humor/ 7/10/2012 27
  • 28. FOCUS ON USER GENERATED CONTENT Facebook is a great way for students and alumni to stay connected. Do everything you can to foster those connections on your fan page. 7/10/2012 28
  • 29. GET YOUR STUDENTS, ALUMI AND FAMILIES SHARING • Pictures (the key is to have them tag friends/family): - Of them selves in their school apparel. - With classmates. - Interesting/unique/famous spots on campus (with them in it). - Working on projects. - On class trips. • Videos: - From graduation. - Sharing what they loved about going to school at your institution. • Polls: - Ask poll questions using the poll features. - Gather the results and share with the group. Pro Tip: Make sure to respond, engage, and treat those interactions as if someone approaching you on campus. 7/10/2012 29
  • 30. LEVERAGE EVENTS Class reunions, local meetups, networking events and more are all opportunities for you to engage your students, families and alumni. 7/10/2012 30
  • 31. REUNIONS, LOCAL MEETUPS, NETWORKING, ETC… • Engage current fans (students/alum) • Spread through the network • Provide updates • Share photo’s, videos, stories, etc ** all this activity shows up in fans timelines improving edgerank. 7/10/2012 31
  • 32. 10 BEST PRACTICE TIPS FOR FACEBOOK PUBLISHING 1. Keep Your Posts Short 2. Post Photos, Videos and Quotes 3. Post Consistently 4. Ask for your Fans Opinions 5. Ask Questions (true/false, fill in the blank, yes/no, 6. Try Posting “Fill in the Blank” Posts 7. Give Fans Access to Exclusive Information 8. Reward your Fans with Deals and Perks 9. Be Timely 10.Localize your Posts if they are Relevant to a Specific Audience 7/10/2012 32
  • 33. WE’VE GOT MORE SOCIAL GOODNESS FOR YOU! 7/10/2012 33
  • 34. Thank you! Let’s keep the conversation going… frank.barry@blackbaud.com twitter.com/franswaa Social Influencers Whitepaper Social Network Benchmark bit.ly/npoSocialArchetype Report bit.ly/npsocial 7/10/2012 34
  • 35. Questions? NetWitsThinkTank.com | Blackbaud.com/k12 7/10/2012 35

Editor's Notes

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