BREAK DOWNTHE SILOSLIFETIME ENGAGEMENTFran ZablockiJune 5, 2013Strategist, mStonerTuesday, June 11, 13
HI, I’M FRAN.Strategist & Project Manager, mStonerAlumni Relations, SUNY GeneseoMarketing and Communications, Nazareth Col...
LIFETIME ENGAGEMENTMANAGEMENT?Tuesday, June 11, 13
WHAT’S IN A NAME?Lifetime or Lifelong or LifecycleRelationship or EngagementTuesday, June 11, 13
LIFETIMETuesday, June 11, 13
ITS ALL ABOUTRELATIONSHIPSTuesday, June 11, 13
LIFELONG RELATIONSHIPSYou have my attention.I want to know more.We should see more of each other.Do I know you?I swear Im ...
EMOTIONAL RELATIONSHIPSThe world is hard. I need your help.We used to be so close.I laughed, I cried, you changed my life....
THESE ARE PEOPLENot just labels.Tuesday, June 11, 13
NOT SEEINGEYETO EYETuesday, June 11, 13
DIFFERENTPERSPECTIVESTuesday, June 11, 13
PERSPECTIVE ONCONSTITUENTSTuesday, June 11, 13
MeInquiryProspectApplicantEnrolleeVisitorOpenMeMeOUTSIDE INSIDEMeMeMeTuesday, June 11, 13
MeAlumnusMatriculantBequestDonorGraduateMeMeOUTSIDE INSIDEMeMeTuesday, June 11, 13
PERSPECTIVE ON INSTITUTIONTuesday, June 11, 13
My UniversityBursarAdmissionsAdvisingAcademicsAlumniFinancial aidStudent LifeMy UniversityMy UniversityOUTSIDE INSIDEMy Un...
My UniversityMeTuesday, June 11, 13
OneOneTuesday, June 11, 13
LIFELONG RELATIONSHIPLIFELONG REPUTATIONTuesday, June 11, 13
THE CYCLE REPEATSTuesday, June 11, 13
STUDENTPARENTSTUDENTTuesday, June 11, 13
MANY LIFETIMESTuesday, June 11, 13
LEGACYGENERATIONGENERATIONTuesday, June 11, 13
INHERITED RELATIONSHIPSTuesday, June 11, 13
LIFETIMEENGAGEMENTTuesday, June 11, 13
Phone conversationWord of MouthPlanned eventCOMMUNICATIONMail / EmailBrochureTourWebsiteMeViewbookTuesday, June 11, 13
Admissions counselorPresidentSecretaryCOMMUNICATORArea directorMajor gifts officerTour guideWeb content managerMePretty muc...
THE WEAKEST LINKTuesday, June 11, 13
SHARED REPUTATIONYour audience doesn’t know who made it.Tuesday, June 11, 13
Its everyones job, but itsnobodys job.Tuesday, June 11, 13
CHANGINGTHE MINDSETTuesday, June 11, 13
NO MOREUS vs.THEMTuesday, June 11, 13
Never assume that something isntyour job. It is always your job.You are part of team ‘university’and you represent the ent...
GOALConsistency of QualityTuesday, June 11, 13
GOALConsistency of MessageTuesday, June 11, 13
GOALConsistency of DataTuesday, June 11, 13
ULTIMATE GOALConsistency of AffinityPositiveSpecificActionableMeasurableTuesday, June 11, 13
ARETHERETECHNOLOGY SOLUTIONS?Tuesday, June 11, 13
CUSTOMER RELATIONSHIPMANAGEMENT (CRM)Tuesday, June 11, 13
Most solutions still focus primarily onone stage of the cycle.Tuesday, June 11, 13
Examples:Inigral - Enrollment & RetentionEvertrue - AlumniiModules - Alumni & AdvancementTuesday, June 11, 13
Systems focused on the entire cycleare emerging.Existing systems are expanding.Tuesday, June 11, 13
Examples:Talisma - “Build Lifetime Relationships”Varsity Outreach - Lifecycle focusLinkedIn - Lifecycle career servicesiMo...
SOLUTION:PEOPLE AND CULTURE,THENTECHNOLOGYTuesday, June 11, 13
PEOPLETOOLSOpen Communication and CollaborationBrand & Style GuidesContent StrategyTrainingTuesday, June 11, 13
LIFETIMEENGAGEMENTMANAGEMENTTuesday, June 11, 13
DISCONNECT ATTHETRANSITIONSTuesday, June 11, 13
ADMISSIONSSTUDENT AFFAIRSALUMNI & DEVELOPMENTTuesday, June 11, 13
PROBLEM: SILOS OF AWARENESSTuesday, June 11, 13
PROBLEM: SILOS OF DATATuesday, June 11, 13
SOLUTION:WE NEEDTO CHANGETuesday, June 11, 13
CHANGE FROMTHETOP DOWNRob Zinkan,Vice Chancellor, Indiana University EastTuesday, June 11, 13
Tuesday, June 11, 13
CHANGE FROMTHETOP DOWNCabinet-Level Champion (CMO)Tuesday, June 11, 13
CHANGE FROMTHE BOTTOM UPStarts With Each of UsTuesday, June 11, 13
PROBLEM: SILOS OF AWARENESSTuesday, June 11, 13
START SMALLHave CoffeeTuesday, June 11, 13
START SMALLTell Someone WhatYou DoTuesday, June 11, 13
START SMALLHave SomeoneTellYou WhatThey DoTuesday, June 11, 13
THINK BIGInternal Outreach and Knowledge SharingTuesday, June 11, 13
THINK BIGShared Ownership and SuccessTuesday, June 11, 13
THINK BIGAttend Another Department’s MeetingsTuesday, June 11, 13
THINK REALLY BIGHybrid EmployeesTuesday, June 11, 13
THINK REALLY BIGHolistic ManagementTrainingTuesday, June 11, 13
THINK REALLY BIGCollaborative Professional DevelopmentTuesday, June 11, 13
PROBLEM: SILOS OF DATATuesday, June 11, 13
START SMALLMake a ListTuesday, June 11, 13
START SMALLIdentify What DataYou Can Offer and Who Needs ItTuesday, June 11, 13
START SMALLIdentify What DataYou Need and Who Could Offer ItTuesday, June 11, 13
THINK BIGInstitution - wide data definitionsTuesday, June 11, 13
THINK REALLY BIGSingle Lifetime System IdentityTuesday, June 11, 13
THINK REALLY BIGAs in, BIG DATATuesday, June 11, 13
Polymaps for alumni population densityTuesday, June 11, 13
Leveraging LinkedIn’s Big DataTuesday, June 11, 13
THE POTENTIALTuesday, June 11, 13
THE POTENTIALBetter ReputationTuesday, June 11, 13
THE POTENTIALMore strategic communicationsTuesday, June 11, 13
THE POTENTIALMore involved alumniTuesday, June 11, 13
THE POTENTIALMore successful fundraisingTuesday, June 11, 13
THETHREATNot being agile enough for the edupocalypseTuesday, June 11, 13
THETHREATDisconnected or Lost RelationshipsTuesday, June 11, 13
THETHREATUpset AlumniTuesday, June 11, 13
THETHREATLess Donors and DonationsTuesday, June 11, 13
THETHREATWeakened ReputationTuesday, June 11, 13
THETAKEAWAYPut yourself in your audience’s shoesTuesday, June 11, 13
THETAKEAWAYAudiences see the institution as a single entity.The institution needs to start acting like one!Tuesday, June 1...
THETAKEAWAYWork with admissions - every applicant is a future alumnus.Tuesday, June 11, 13
THETAKEAWAYWork with residential life - every sophomore could be a board member.Tuesday, June 11, 13
THETAKEAWAYWork with student affairs - every junior is your next major donor.Tuesday, June 11, 13
THETAKEAWAYWork with career services - every senior is an alumni mentor.Tuesday, June 11, 13
THETAKEAWAYWork with parent relations - every family has a legacy.Tuesday, June 11, 13
THANKS!QUESTIONS?Tuesday, June 11, 13
FURTHER RESOURCESFran Zablockiwww.franzablocki.comwww.mstoner.com@zablockiHigherEdLive.com - Lifecycle Marketing in Higher...
Breaking Down Silos: Lifetime Engagement
Breaking Down Silos: Lifetime Engagement
Breaking Down Silos: Lifetime Engagement
Breaking Down Silos: Lifetime Engagement
Breaking Down Silos: Lifetime Engagement
Breaking Down Silos: Lifetime Engagement
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Transcript of "Breaking Down Silos: Lifetime Engagement"

  1. 1. BREAK DOWNTHE SILOSLIFETIME ENGAGEMENTFran ZablockiJune 5, 2013Strategist, mStonerTuesday, June 11, 13
  2. 2. HI, I’M FRAN.Strategist & Project Manager, mStonerAlumni Relations, SUNY GeneseoMarketing and Communications, Nazareth CollegeUndergraduate Admissions, University at BuffaloResidential Life and Athletics, Nazareth CollegeTuesday, June 11, 13
  3. 3. LIFETIME ENGAGEMENTMANAGEMENT?Tuesday, June 11, 13
  4. 4. WHAT’S IN A NAME?Lifetime or Lifelong or LifecycleRelationship or EngagementTuesday, June 11, 13
  5. 5. LIFETIMETuesday, June 11, 13
  6. 6. ITS ALL ABOUTRELATIONSHIPSTuesday, June 11, 13
  7. 7. LIFELONG RELATIONSHIPSYou have my attention.I want to know more.We should see more of each other.Do I know you?I swear Im only seeing you.No really, Im yours.InquiryProspectApplicantEnrolleeVisitorOpenTuesday, June 11, 13
  8. 8. EMOTIONAL RELATIONSHIPSThe world is hard. I need your help.We used to be so close.I laughed, I cried, you changed my life.AlumGraduateRecent alumYouve done so much, I want to return the favor. DonorI want others to have this relationship. BequestI cant imagine being without you. MatriculantTuesday, June 11, 13
  9. 9. THESE ARE PEOPLENot just labels.Tuesday, June 11, 13
  10. 10. NOT SEEINGEYETO EYETuesday, June 11, 13
  11. 11. DIFFERENTPERSPECTIVESTuesday, June 11, 13
  12. 12. PERSPECTIVE ONCONSTITUENTSTuesday, June 11, 13
  13. 13. MeInquiryProspectApplicantEnrolleeVisitorOpenMeMeOUTSIDE INSIDEMeMeMeTuesday, June 11, 13
  14. 14. MeAlumnusMatriculantBequestDonorGraduateMeMeOUTSIDE INSIDEMeMeTuesday, June 11, 13
  15. 15. PERSPECTIVE ON INSTITUTIONTuesday, June 11, 13
  16. 16. My UniversityBursarAdmissionsAdvisingAcademicsAlumniFinancial aidStudent LifeMy UniversityMy UniversityOUTSIDE INSIDEMy UniversityMy UniversityMy UniversityMy UniversityTuesday, June 11, 13
  17. 17. My UniversityMeTuesday, June 11, 13
  18. 18. OneOneTuesday, June 11, 13
  19. 19. LIFELONG RELATIONSHIPLIFELONG REPUTATIONTuesday, June 11, 13
  20. 20. THE CYCLE REPEATSTuesday, June 11, 13
  21. 21. STUDENTPARENTSTUDENTTuesday, June 11, 13
  22. 22. MANY LIFETIMESTuesday, June 11, 13
  23. 23. LEGACYGENERATIONGENERATIONTuesday, June 11, 13
  24. 24. INHERITED RELATIONSHIPSTuesday, June 11, 13
  25. 25. LIFETIMEENGAGEMENTTuesday, June 11, 13
  26. 26. Phone conversationWord of MouthPlanned eventCOMMUNICATIONMail / EmailBrochureTourWebsiteMeViewbookTuesday, June 11, 13
  27. 27. Admissions counselorPresidentSecretaryCOMMUNICATORArea directorMajor gifts officerTour guideWeb content managerMePretty much anyoneTuesday, June 11, 13
  28. 28. THE WEAKEST LINKTuesday, June 11, 13
  29. 29. SHARED REPUTATIONYour audience doesn’t know who made it.Tuesday, June 11, 13
  30. 30. Its everyones job, but itsnobodys job.Tuesday, June 11, 13
  31. 31. CHANGINGTHE MINDSETTuesday, June 11, 13
  32. 32. NO MOREUS vs.THEMTuesday, June 11, 13
  33. 33. Never assume that something isntyour job. It is always your job.You are part of team ‘university’and you represent the entireuniversity to everyone.Tuesday, June 11, 13
  34. 34. GOALConsistency of QualityTuesday, June 11, 13
  35. 35. GOALConsistency of MessageTuesday, June 11, 13
  36. 36. GOALConsistency of DataTuesday, June 11, 13
  37. 37. ULTIMATE GOALConsistency of AffinityPositiveSpecificActionableMeasurableTuesday, June 11, 13
  38. 38. ARETHERETECHNOLOGY SOLUTIONS?Tuesday, June 11, 13
  39. 39. CUSTOMER RELATIONSHIPMANAGEMENT (CRM)Tuesday, June 11, 13
  40. 40. Most solutions still focus primarily onone stage of the cycle.Tuesday, June 11, 13
  41. 41. Examples:Inigral - Enrollment & RetentionEvertrue - AlumniiModules - Alumni & AdvancementTuesday, June 11, 13
  42. 42. Systems focused on the entire cycleare emerging.Existing systems are expanding.Tuesday, June 11, 13
  43. 43. Examples:Talisma - “Build Lifetime Relationships”Varsity Outreach - Lifecycle focusLinkedIn - Lifecycle career servicesiModules - Enterprise editionTuesday, June 11, 13
  44. 44. SOLUTION:PEOPLE AND CULTURE,THENTECHNOLOGYTuesday, June 11, 13
  45. 45. PEOPLETOOLSOpen Communication and CollaborationBrand & Style GuidesContent StrategyTrainingTuesday, June 11, 13
  46. 46. LIFETIMEENGAGEMENTMANAGEMENTTuesday, June 11, 13
  47. 47. DISCONNECT ATTHETRANSITIONSTuesday, June 11, 13
  48. 48. ADMISSIONSSTUDENT AFFAIRSALUMNI & DEVELOPMENTTuesday, June 11, 13
  49. 49. PROBLEM: SILOS OF AWARENESSTuesday, June 11, 13
  50. 50. PROBLEM: SILOS OF DATATuesday, June 11, 13
  51. 51. SOLUTION:WE NEEDTO CHANGETuesday, June 11, 13
  52. 52. CHANGE FROMTHETOP DOWNRob Zinkan,Vice Chancellor, Indiana University EastTuesday, June 11, 13
  53. 53. Tuesday, June 11, 13
  54. 54. CHANGE FROMTHETOP DOWNCabinet-Level Champion (CMO)Tuesday, June 11, 13
  55. 55. CHANGE FROMTHE BOTTOM UPStarts With Each of UsTuesday, June 11, 13
  56. 56. PROBLEM: SILOS OF AWARENESSTuesday, June 11, 13
  57. 57. START SMALLHave CoffeeTuesday, June 11, 13
  58. 58. START SMALLTell Someone WhatYou DoTuesday, June 11, 13
  59. 59. START SMALLHave SomeoneTellYou WhatThey DoTuesday, June 11, 13
  60. 60. THINK BIGInternal Outreach and Knowledge SharingTuesday, June 11, 13
  61. 61. THINK BIGShared Ownership and SuccessTuesday, June 11, 13
  62. 62. THINK BIGAttend Another Department’s MeetingsTuesday, June 11, 13
  63. 63. THINK REALLY BIGHybrid EmployeesTuesday, June 11, 13
  64. 64. THINK REALLY BIGHolistic ManagementTrainingTuesday, June 11, 13
  65. 65. THINK REALLY BIGCollaborative Professional DevelopmentTuesday, June 11, 13
  66. 66. PROBLEM: SILOS OF DATATuesday, June 11, 13
  67. 67. START SMALLMake a ListTuesday, June 11, 13
  68. 68. START SMALLIdentify What DataYou Can Offer and Who Needs ItTuesday, June 11, 13
  69. 69. START SMALLIdentify What DataYou Need and Who Could Offer ItTuesday, June 11, 13
  70. 70. THINK BIGInstitution - wide data definitionsTuesday, June 11, 13
  71. 71. THINK REALLY BIGSingle Lifetime System IdentityTuesday, June 11, 13
  72. 72. THINK REALLY BIGAs in, BIG DATATuesday, June 11, 13
  73. 73. Polymaps for alumni population densityTuesday, June 11, 13
  74. 74. Leveraging LinkedIn’s Big DataTuesday, June 11, 13
  75. 75. THE POTENTIALTuesday, June 11, 13
  76. 76. THE POTENTIALBetter ReputationTuesday, June 11, 13
  77. 77. THE POTENTIALMore strategic communicationsTuesday, June 11, 13
  78. 78. THE POTENTIALMore involved alumniTuesday, June 11, 13
  79. 79. THE POTENTIALMore successful fundraisingTuesday, June 11, 13
  80. 80. THETHREATNot being agile enough for the edupocalypseTuesday, June 11, 13
  81. 81. THETHREATDisconnected or Lost RelationshipsTuesday, June 11, 13
  82. 82. THETHREATUpset AlumniTuesday, June 11, 13
  83. 83. THETHREATLess Donors and DonationsTuesday, June 11, 13
  84. 84. THETHREATWeakened ReputationTuesday, June 11, 13
  85. 85. THETAKEAWAYPut yourself in your audience’s shoesTuesday, June 11, 13
  86. 86. THETAKEAWAYAudiences see the institution as a single entity.The institution needs to start acting like one!Tuesday, June 11, 13
  87. 87. THETAKEAWAYWork with admissions - every applicant is a future alumnus.Tuesday, June 11, 13
  88. 88. THETAKEAWAYWork with residential life - every sophomore could be a board member.Tuesday, June 11, 13
  89. 89. THETAKEAWAYWork with student affairs - every junior is your next major donor.Tuesday, June 11, 13
  90. 90. THETAKEAWAYWork with career services - every senior is an alumni mentor.Tuesday, June 11, 13
  91. 91. THETAKEAWAYWork with parent relations - every family has a legacy.Tuesday, June 11, 13
  92. 92. THANKS!QUESTIONS?Tuesday, June 11, 13
  93. 93. FURTHER RESOURCESFran Zablockiwww.franzablocki.comwww.mstoner.com@zablockiHigherEdLive.com - Lifecycle Marketing in Higher Edwww.emchat.net - #18 - Student Lifecyclewww.eduniverse.orgTuesday, June 11, 13

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