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What is digital strategy and why it is important for development and alumni relations
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What is digital strategy and why it is important for development and alumni relations

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Is your educational institution as visible online as you would like? Do you have a strategy that links your goals with digital? This session will help you understand how a digital strategy can ...

Is your educational institution as visible online as you would like? Do you have a strategy that links your goals with digital? This session will help you understand how a digital strategy can underpin activity in digital channels to reconnect with lost alumni, improve your online presence, raise the profile of your college, school or university and increase engagement.

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    What is digital strategy and why it is important for development and alumni relations What is digital strategy and why it is important for development and alumni relations Presentation Transcript

    • What is digital strategy? And why it is important for Development & Alumni Relations JAMES BURDEN03/09/2012 1
    • It took radio 38 years to reach an audience of 50 million03/09/2012 2
    • It took television 13 years to reach an audience of 50 million – a third of the time that it took radio.03/09/2012 3
    • It took the internet four years to reach an audience of 50 million – less than a quarter of the time it took TV or nearly a tenth of the time it took radio.03/09/2012 4
    • It took the iPod three years to reach an audience of 50 million.03/09/2012 5
    • And it took Facebook two yearto reach the same audience.This year they will reach thelandmark of 1 billion activeusers – about one inevery seven people onearth – and around halfof them log in on anygiven day. 03/09/2012 6
    • THE GOAL IS NOT TO INCREASE HOW E F F E C T I V E Y O U A R E W I T H D I G I TA L . THE GOAL IS TO INCREASE HOW EFFECTIVE Y O U A R E B E C A U S E O F D I G I TA L .03/09/2012 7
    • SO WHAT IS DIGITAL STRATEGY? DIGITAL = any stuff you have online STRATEGY = a plan to achieve a goal More than just your website More than just social media03/09/2012 8
    • SO WHAT IS DIGITAL STRATEGY? Content CRM Mobile E-commerce Applications ALSO INCLUDES: Digital marketing Digital fundraising User experience03/09/2012 9
    • SO WHAT IS DIGITAL STRATEGY? •  Communication across all digital mediums •  Everything that communicates with your audience •  Plan for adding content to your digital platforms Digital03/09/2012 10
    • Does your organisation feel like this?Digital investment, but slow and cumbersome?03/09/2012 11
    • “Insanity is doing the same thing over and over again and expecting different results.” Albert Einstein Change is here to stay. We have to be light on our feet, responsive and adaptive.03/09/2012 12
    • RESIDENTS, VISITORS AND MONKS Different generations and approaches to digital: •  Residents – continually connected to digital •  Visitors – use digital when the need arises •  Monks – conscious decision to stay separate03/09/2012 13
    • RESIDENTS, VISITORS AND MONKS •  Your alumni are a mix of digital residents, visitors and monks •  You need different inputs and levels (media and frequency) for each of these channels03/09/2012 14
    • DIGITAL RESIDENTS •  We grew up in a different world •  We are different •  The imperative is to meet incoming digital natives on the social platforms where they interact03/09/2012 15
    • •  Don’t worry about picking the “right” technology or tool•  Segment your data•  Use the right tools to interact with different segments03/09/2012 16
    • “Ride the wave, not the board” Duke Kahanamoku The technology is a tool. One that will change over time – you might even use different types of technology for different types of community. The technology isn’t important. The goal is community 03/09/2012 17
    • NETWORK MODELS •  ‘Fully Connected’ model is most powerful •  Only achievable through digital •  Gives best opportunity for growth03/09/2012 18
    • COMMUNICATION CHANNELS Website Print Email ALUMNI ASSOCIATION Social Media / blogs Face-to- face Are your channels connected? Relational?03/09/2012 19
    • ALL SOCIAL NETWORKS ARE NOT CREATED EQUAL Reunions channel Flickr Professional channel Celebration LinkedIn channel Facebook SOCIAL MEDIA Broadcast channel Twitter Showcase channel YouTube03/09/2012 20
    • THE SELL TO ALUMNI •  Advance your career through networking •  Reconnect with friends and colleagues •  Share expertise with students •  Benefit through exclusive discounts and offers •  Be part of the growth: give to be counted03/09/2012 21
    • SO WHY THE NEED FOR A DIGITAL STRATEGY? •  High profile successful students will attract more students to your college •  Greater pool of talent and knowledge to provide input into college or school •  Alumni lend credibility to professional dialogue 03/09/2012 22
    • WHY DIGITAL STRATEGY IS IMPORTANTStrategy makes your life easier•  More confidence in your content and brand across online platforms•  Know what you have and where it’s coming from•  Understand what’s working and what isn’t•  Have a roadmap for creating and improving content over time03/09/2012 23
    • WHY DIGITAL STRATEGY IS IMPORTANTStrategy makes your supporters’ lives easier•  Give them what they’re looking for at the right time•  Make it easy to take action and get satisfaction•  Make it easy to share your story03/09/2012 24
    • WHY DIGITAL STRATEGY IS IMPORTANT Saves time and money •  Better workflows, governance •  Better understanding and outworking of goals •  Better organisation = better content management03/09/2012 25
    • DIGITAL STRATEGY – THE POTENTIAL •  Better reputation •  More strategic communication •  More involved alumni •  More successful fundraising03/09/2012 26
    • DIGITAL STRATEGY – THE RISK •  Not aligning with evolving communication •  Disconnected or lost relationships •  Upset alumni •  Less donors and donations •  Weakened reputation03/09/2012 27
    • THREE ELEMENTS OF DIGITAL STRATEGY Broadly in common with all charities and nonprofits – the macro goals of digital strategy Brand building Acquisition Retention03/09/2012 28
    • THREE ELEMENTS OF ALUMNI STRATEGY Once you begin to dive within the different sector of the industry you find the micro-goals of your sector Time Talent Treasure03/09/2012 29
    • BUILDING A STRATEGY THE GOALS OF ALL NONPROFITS Be helpful Increase the revenue Improve organisational efficiency03/09/2012 30
    • LAYERS FOR EACH OF THREE GOALS Improve Increase the Be helpful organisational revenue efficiency We want to... We want to... We want to... Our audience Our audience Our audience needs to... needs to... needs to... How digital How digital How digital will help will help will help achieve it achieve it achieve it How we will How we will How we will know we did know we did know we did it it it03/09/2012 31
    • THEN MAP SCHEDULED ACTIONS AGAINST GOALS   Improve Be helpful Increase the revenue organisational efficiency   Q3 2012 Headline Action Q4 2012 Headline Action Q1 2013 Headline Action Q2 2013 Headline Action Q3 2013 Headline Action Q4 2013 Headline Action Q4 201303/09/2012 32
    • SOME OF THE DIGITAL ACTIVITY YOU CAN SUPPLY •  Online webinars •  Job postings •  Online directory •  Resources & Advice (online toolkit) for job hunting / career advice •  Advertise events •  Promote relevant news •  Talk about smart fundraising goals •  Integration with social media03/09/2012 33
    • THE WALLED GARDEN •  ‘Walled garden’ communities such as private alumni networks trade size in exchange for exclusivity •  Power of network is realised when the community is open •  Most open networks now include both kinds of experience03/09/2012 34
    • ONLINE COMMUNITY •  Don’t try to compete with Facebook for social connections or LinkedIn for professional connections •  Focus on tools and information that alumni cannot find elsewhere •  Find out how to integrate benefits of proprietary network with main social media outlets •  Leverage the right tools for the right segment of your alumni market03/09/2012 35
    • TEN WAYS TO ENGAGE ALUMNI WITH SOCIAL MEDIA •  Helping Alumni find jobs •  Collaboration and connecting with students •  Fundraising from emails to tweets •  Training Alumni to use social media •  Meeting Alumni where they’re at •  Providing tools to spread information •  Alumni-generated content •  Promoting Alumni networks •  Mobile reunions •  Connecting the dots using Google maps03/09/2012 36
    • DRIVING ENGAGEMENT ON LINKEDIN •  Dont wait for alumni to join your LinkedIn Group •  Try to understand graduates needs •  Listen closely, respond only when necessary, and be brief •  Find and share valuable content •  Run interference for your Group •  Dont censor03/09/2012 37
    • DRIVING ENGAGEMENT ON TWITTER •  Alumni expect immediate responses on Twitter •  Retweet and favorite alumni followers tweets regularly •  Build Twitter lists of alumni to help them find each other on Twitter •  If someone mentions you by name then reciprocate •  Diversify your content and be inclusive •  Stay transparent and dont shy away from all controversy03/09/2012 38
    • “[Blogs] are not merely alternate sites of publishing; they are alternatives to publishing itself…” Here Comes Everybody – Clay Shirky Substitute ‘blogs’ for ‘social networks’ “Online social networks are not merely alternate sites for alumni networks; they are alternatives to alumni networks themselves…”03/09/2012 39
    • DIGITAL STRATEGY IS CORE TO THE SURVIVAL OF ALUMNI ORGANISATIONS Alumni are already organising – without alumni organisations. Don’t get left behind!03/09/2012 40
    • FOR MORE INFORMATION ABOUT HOW WE CAN HELP YOU WITH YOUR DIGITAL STRATEGY James Burden Digital Consultant Email: james.burden@blackbaud.com Twitter: @jamesburden Or search for James Burden on LinkedIn www.blackbaud.co.uk03/09/2012 41