The document discusses four essential online strategies for alumni professionals: 1) Frequency is the new relevancy - organizations must constantly refresh and update their online content to stand out; 2) Reuse everything everywhere - content should be reused across various online platforms; 3) Talk to everyone - messages and content should be customized for different audiences; 4) Let go to grow - organizations should embrace user-generated content and social media where users are in control.
3. 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
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6. And frequency matters with e-mail source: iModules Client Study for 2007 7x More engaged
7. And frequency matters with e-mail source: iModules Client Study for 2007 2x More likely to donate
8. And frequency matters with e-mail source: iModules Client Study for 2007 8x More likely to attend an event
9. E-mail and event registration First Email Second Email Third Email Fourth Email “ Mention” Discount Deadline Campaign Week
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13. 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
14. 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 …
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16. Embrace RSS for content reuse Content from the web Content to the web
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21. 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
26. 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
27. 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
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30. 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
31. Emerging Model for Web Publishing Create Approve Post Promote Monitor Encourage
35. 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#