A Space for us: Building an Online Alumni Community in a Web 2.0 World


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Do you know the difference between a tweet, a twosh and a twiiter? Engaging alumni used to be as easy as following a standard plan of print materials, a web site, some email blasts and other collateral. But as user-created content becomes the norm, we can’t leave social networking out of our marketing mix. Don’t let it scare you! We’ll talk about which tools to use (or if we should use them at all!) and how to educate leadership about how best to use what’s out there to connect with our alumni and create a better virtual space where they can engage, interact and support the institution.

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  • Intros Find out about audience
  • How fast everything changes List from just two years ago Nobody had done anything with Twitter
  • This year’s list – give out candy
  • We often begin at the end What kind of thinker are you? Start with the tool – not with the problem. We have solutions looking for problems.
  • Even if you’re low on the pole, you can ask yourself questions about why you’re doing what you’re doing
  • Don’t use a screwdriver to drive a nail Don’t do something just because you can Gave this at Innovative Educators, grumpy man said I was audacious for suggesting that maybe we DON’T need to do it.
  • But, you need to pay attention…it’s not going away
  • Who still believes in old media? It’s still around, but evolving.
  • How do you keep up? Ever find it’s the hardest part? INTERACT: Suggestions on how to do it?
  • People say these connections are WEAK, why not meet people in person?
  • Stephanie at a Temple on the Road – series of shows where she would actually sign people up for myowlspace Coach them through it – put a face on it
  • Steph told me the story of this woman who found an old friend and sent her an instant note right then
  • INTERACT: What do you think it is?
  • Guess what? You can’t. Those days are gone. This is why most large universities can’t deal with social media – it depends transparency and authenticity
  • Can pretend to be someone, but you’ll soon be found out
  • Temple changed email for life with one month’s notice. People went crazy.
  • Walmarting across america – they did it because they SHOULD, but weren’t authentic and they got found out and slammed for their flog. You should only use the tools that
  • And don’t be dumb about it. Actually, it’s almost as bad to be the fake person spinning out only PR, self-promotional stuff
  • Finally I’ll show you what we did at Temple. This was the cluttered, Mr. Potato Head site before the redo and switch to new provider iMods Really no online community at all to speak of
  • New branding, still very cluttered, but I lost that battle Provider has many social media tools, but inside the community I’m not quite convinced that people will log in to yet another place to interact with people they know on the other soc med sites.
  • A Space for us: Building an Online Alumni Community in a Web 2.0 World

    1. 1. A Space for Us: Building an Online Alumni Community in a Web 2.0 World Mary Beth Kurilko [email_address]
    2. 2. Who has? Read a blog Sent a text message Joined a listserv Posted photos online Posted a Facebook profile Made a myspace page Joined LinkedIn Started a blog Followed someone on Twitter Signed up for Twitter 2007 list
    3. 3. Who has? Written a blog Posted videos online Shared documents on Google Over 100 followers on Twitter Built a site on Ning Built a site on Squidoo Bought a web domain Become a Blip.fm DJ? A FriendFeed
    4. 5. Are you task-driven? Or strategy-driven?
    5. 7. Twitter - 1,111,991,000 tweets as of June 9, 12:58 pm Blogs – 133 million indexed by Technorati since 2002 Podcasts – 21.9 million users download 1+ per week myspace – 112 million active users monthly (2008) Facebook – 200 million active users LinkedIn – 35 million professionals from 150+ industries YouTube – 100 million videos viewed daily Think it’s a fad? http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/
    6. 8. <ul><li>Blogs are now used by 24% of Internet users up from 13% in 2006 </li></ul><ul><li>- Social networks are now used by 26% of Internet users up from 17% in 2006 </li></ul><ul><li>- Videocasts are now used by 11% of Internet users up from 6% in 2006 </li></ul><ul><li>Slower growers include: </li></ul><ul><li>- RSS feeds: growing from 5% to 7% </li></ul><ul><li>- Podcasts: growing from 5% to 7% </li></ul><ul><li>- Business news sites: flat at 8% </li></ul>
    7. 9. http://www.flickr.com/photos/dbarefoot/1814873464/
    8. 13. The first question people ask about using social media in their marketing mix is…
    9. 14. How can we control the content?
    10. 16. <ul><li>Talk Back </li></ul><ul><li>Message Board scenario </li></ul><ul><li>What would you do? </li></ul><ul><li>Remove negative posts </li></ul><ul><li>Respond with an official statement </li></ul><ul><li>Ignore the posts </li></ul><ul><li>Other options? </li></ul>
    11. 18. <ul><li>So what’s the answer? </li></ul><ul><li>Use only those tools that fit your institution. </li></ul><ul><li>Be authentic and transparent. </li></ul><ul><li>Share information generously. </li></ul><ul><li>Ensure you can handle the workload. </li></ul><ul><li>Have fun! Everyone likes fun people. </li></ul>