Online Communities & Affinity Groups Building Productive Social Networks in a Law School Mike McCamon
Start by asking, “Why?”
The purposes of networking <ul><li>Purely social </li></ul><ul><li>Career networking </li></ul><ul><li>Informational </li>...
Institutional Needs <ul><li>Data Integrity </li></ul><ul><li>Reporting </li></ul><ul><li>Demographic coverage </li></ul><u...
Limitations of a social graph …  it has to be worth my time.
Online Engagement Curve Engagement Visits Site Visits Frequently Subscribes to Feeds Subscribes to content (Email, Newslet...
The Cautionary Tale ... 1999 2009
The internet generation The Class of 2010 has never not known  an interconnected web-enabled life Snail Mail Telephony E-M...
Do some digging
Gender Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-face...
Age Differences % of Users Age Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-us...
Donor Dilemma Source: iModules community research and others Donors Facebook Users
Network Metrics Alumni Facebook Social Ad Actual Facebook LinkedIn Impressions Clicks University 1 160,200 13,300 500+ 58,...
Boring E-mail .. uh, works May 2008 Activity Addresses Recipients Opens Clicks University 1 30,855 80,195 10,714 3,217 Uni...
Test drive some ideas
Facebook Strategy Institutional Page Be present where they search Facebook Connect Become part of the conversation
Facebook Pages
Facebook Connect “ Inject activities into the conversation and allows you to “fish where the fish are.”
Linkedin Groups
Experiment continuously
Try everything... ... and track the click-back traffic Groups Channels Albums Followers
Facebook Social Ads
[email_address] Start by asking “Why?” Dig through the data Test drive Pages & Groups Experiment continuously
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AALS Building Online Community

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AALS Conference presentation about building online communities for alumni and students.

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AALS Building Online Community

  1. 1. Online Communities & Affinity Groups Building Productive Social Networks in a Law School Mike McCamon
  2. 2. Start by asking, “Why?”
  3. 3. The purposes of networking <ul><li>Purely social </li></ul><ul><li>Career networking </li></ul><ul><li>Informational </li></ul><ul><li>Transactional </li></ul><ul><li>Affinity building. </li></ul>
  4. 4. Institutional Needs <ul><li>Data Integrity </li></ul><ul><li>Reporting </li></ul><ul><li>Demographic coverage </li></ul><ul><li>Administrative </li></ul><ul><li>Context and Branding </li></ul><ul><li>Definition of “Success”. </li></ul>
  5. 5. Limitations of a social graph … it has to be worth my time.
  6. 6. Online Engagement Curve Engagement Visits Site Visits Frequently Subscribes to Feeds Subscribes to content (Email, Newsletters) Registers for Community Contributes Content Invites Friends Anonymous Authenticated Visitor Lifecycle Member-to-Member Volume
  7. 7. The Cautionary Tale ... 1999 2009
  8. 8. The internet generation The Class of 2010 has never not known an interconnected web-enabled life Snail Mail Telephony E-Mail Web Social Networks 1980 Accepted Wired Compuserve Research Wine tasting 1990 Tolerated Car phones AOL Gated Cigar bars 2000 Transactional Mobile Outlook Pre-Google AOL GeoCities 2010 Offensive Text, web and voice iPhone Pervasive Facebook
  9. 9. Do some digging
  10. 10. Gender Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users 36% 36% 61% 41% 37% 39% 63% 63% 38% 59% 62% 60% Facebook MySpace LinkedIn Friendster Plaxo Hi5
  11. 11. Age Differences % of Users Age Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users LinkedIn
  12. 12. Donor Dilemma Source: iModules community research and others Donors Facebook Users
  13. 13. Network Metrics Alumni Facebook Social Ad Actual Facebook LinkedIn Impressions Clicks University 1 160,200 13,300 500+ 58,605 28 University 2 159,000 10,280 500+ 57,811 46 College 1 49,500 4,300 241 21,748 21 College 2 69,175 2,280 500+ 11,370 35 College 3 31,500 2,060 324 9,656 10
  14. 14. Boring E-mail .. uh, works May 2008 Activity Addresses Recipients Opens Clicks University 1 30,855 80,195 10,714 3,217 University 2 40,525 47,710 12,292 11,239 College 1 2,222 1,983 683 480 College 2 16,891 52,438 12,417 20,253 College 3 14,479 53,168 13,564 24,629
  15. 15. Test drive some ideas
  16. 16. Facebook Strategy Institutional Page Be present where they search Facebook Connect Become part of the conversation
  17. 17. Facebook Pages
  18. 18. Facebook Connect “ Inject activities into the conversation and allows you to “fish where the fish are.”
  19. 19. Linkedin Groups
  20. 20. Experiment continuously
  21. 21. Try everything... ... and track the click-back traffic Groups Channels Albums Followers
  22. 22. Facebook Social Ads
  23. 23. [email_address] Start by asking “Why?” Dig through the data Test drive Pages & Groups Experiment continuously

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