The Four Essential Online Strategies for Today’s Alumni Professionals

Frequency is the new relevancy 3. Talk to Everyone 2. Reuse everything everywhere 4. Let go to grow

Frequency

is the new relevancy

Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 95 billion E-mails last year 200 billion Text messages 110 million Websites & 30b pages

Frequency is the new relevancy Fresh sites rule 90 of top 100 Top 100 - portals, news and networks Half of top 25 are user-generated Source: Alexa.com

Fresh sites rule 90 of top 100

Top 100 - portals, news and networks

Half of top 25 are user-generated

Frequency is the new relevancy Everyone is inundated You need to stand out Leverage existing affinity Refresh your website constantly Consistently reach out with e-mail.

Everyone is inundated

You need to stand out

Leverage existing affinity

Refresh your website constantly

Consistently reach out with e-mail.

And frequency matters with e-mail source: iModules Client Study for 2007 7x More engaged

And frequency matters with e-mail source: iModules Client Study for 2007 2x More likely to donate

And frequency matters with e-mail source: iModules Client Study for 2007 8x More likely to attend an event

E-mail and event registration First Email Second Email Third Email Fourth Email “ Mention” Discount Deadline Campaign Week

E-mail saves institutions lots of green Print & postage costs Paper-based processing Each year 100 million trees Printed alumni directories over 120,000

Print & postage costs

Paper-based processing

Each year 100 million trees

Printed alumni directories over 120,000

Frequency is the new relevancy Remember, the audience is overwhelmed Keep your website fresh so update religiously Aggressively move to e-mail marketing Maintain consistent branding across communications

Frequency

is the new relevancy

Remember, the audience is overwhelmed

Keep your website fresh so update religiously

Aggressively move to e-mail marketing

Maintain consistent branding across communications

Frequency is the new relevancy 3. Talk to Everyone 2. Reuse everything everywhere 4. Let go to grow

Frequency

is the new relevancy

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 Every visitor matters

Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 9 impressions Needed to take action 10 percent Read a news blog last week 25 percent Sent/rec’d news last week 24 percent Of youth market would …

Reuse everything everywhere You cannot control the “where” Solution: be everywhere Write it once and reuse it In-network and out-of-network Young alumni pose new challenges.

You cannot control the “where”

Solution: be everywhere

Write it once and reuse it

In-network and out-of-network

Young alumni pose new challenges.

Embrace RSS for content reuse Content from the web Content to the web

RSS and reusable content Content can be “re-published” imodules.com facebook.com clients.imodules.com labs.imodules.com

Content can be “re-published”

Subscribe to RSS content Populate website with RSS content Include RSS content in e-mail newsletters Reformat and remix.

Populate website with RSS content

Include RSS content in e-mail newsletters

Reformat and remix.

“ Where” is no longer in your control Write it once and reuse it Learn about RSS In-network and out-of-network 2. Reuse everything everywhere

“ Where” is no longer in your control

Write it once and reuse it

Learn about RSS

In-network and out-of-network

Frequency is the new relevancy 3. Talk to everyone 2. Reuse everything everywhere 4. Let go to grow

Frequency

is the new relevancy

Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 4 x Click-through for targeted versus untargeted 35 percent Open rate versus 25% industry 4 percent Marketers customize their messages

Talk to everyone Everyone is different Customize for better results You already know your members.

Everyone is different

Customize for better results

You already know your members.

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

Age Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users

Donor Dilemma Source: iModules community research and others

Targeted Advertising 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

Out-of-network and targeted e-mail 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

Customize for better results Understand your venue Experiment with targeted advertising Target your ask 3. Talk to everyone

Customize for better results

Understand your venue

Experiment with targeted advertising

Target your ask

Frequency is the new relevancy 3. Talk to everyone 2. Reuse everything everywhere 4. Let go to grow

Frequency

is the new relevancy

User-generated media Various sources: Jupiter, Pew Internet Foundation, iModules and others 50 percent Of the top 25 are user-generated 102,000 Events each month on Meetup 64 percent Teens create & post online content 65,000 Videos posted daily on YouTube

Emerging Model for Web Publishing Create Approve Post Promote Monitor Encourage

Let go to grow “ Social Media” sites user is in control Requires institutional courage Don’t reinvent the wheel Best to mix authority Become part of the conversation.

“ Social Media” sites user is in control

Requires institutional courage

Don’t reinvent the wheel

Best to mix authority

Become part of the conversation.

Facebook Strategy Institutional Page Be present where they search Facebook Connect Become part of the conversation

Share content creation with members Requires institutional courage Become part of the conversation 4. Let go to grow

Share content creation with members

Requires institutional courage

Become part of the conversation

West Michael Skahan [email_address] Midwest Mike Novosel [email_address] Northeast Gail Palmer [email_address] Southeast Andrew Houts [email_address] For audio portion please call 1-866-212-0875 or +1-978-964-0049 Enter passcode 2935887#

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