CBS Alumni presentation @ Karriär- och Alumni Malmö högskola

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For the network conference for Swedish university alumni and career development professionals held at Malmö University.

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CBS Alumni presentation @ Karriär- och Alumni Malmö högskola

  1. 1. Letting the data drive: How CBS taps into social media to grow a career & alumni strategy Malmö University Nätverksträff karriär- och alumnikoordinatorer Anne Sluhan Copenhagen Business School Office of External Affairs 24 October 2013
  2. 2. Overview •  Student life cycle •  Copenhagen Business School & Office of External Affairs •  Alumni in the rest of the world •  Alumni in Denmark •  Alumni@CBS – background, concept, structure •  Alumni landscape •  Gains •  Q&A
  3. 3. Student life cycle – from cradle to grave When your ‘customer’ is also your product … Admissions process Active studies Career development CRADLE Prospective student Time Alumni involvement Enrollment Graduation GRAVE Further education
  4. 4. Copenhagen Business School (CBS)* •  Founded in 1917 by business leaders in Denmark •  Situated in Copenhagen (Frederiksberg) – metro population ca. 1.7 million
  5. 5. Copenhagen Business School (CBS)* •  Founded in 1917 by business leaders in Denmark •  Situated in Copenhagen (Frederiksberg) – metro population ca. 1.7 million •  Governed by Danish Universities Act 2003 under Ministry of Science, Technology, & Innovation •  One of the largest business schools in Europe with 19 999 students •  50 degree programs at undergraduate (17), graduate (22), diploma programs (2), Executive masters (9), and at the PhD level •  International students – degree-earning & exchange (pop. 4 343) •  Balanced ratio of incoming/outgoing exchange students •  333 exchange and cooperation agreements worldwide •  Publicly financed university – 80/20 model based on taxation – Funding ca. 164.9 million Euros •  690 full-time faculty, 730 part-time faculty, 258 PhD students, 549 administrative staff *CBS Facts and Figures 2013
  6. 6. Office of External Affairs •  Established in May 2011 (previously Business Relations and Communications) Alumni Career Centre Communications Press relations •  •  Corporate partnerships Internal comms •  •  Employer branding •  •  Recruitment activities Facilitate info – researchers, employees, students, management •  Relationship management with Alumni Support of decentral alumni associations Share.cbs.dk External comms Cbs.dk •  Visual identity •  Reporter contact •  Research communication •  Career counselling •  CBS publication materials •  Career seminars •  •  Career events Advisory function for marketing of CBS research and education
  7. 7. Alumni development in the rest of the world •  Cradle to grave mentality –  –  •  Culture - nurture association with alma mater Stewardship & recruitment responsibility Fundraising incentivized via individual & corporate tax breaks –  Sponsorship of professorships –  Endowments •  research •  student scholarships •  campus development, sports facilities •  Boards of directors/trustees •  Mentoring of current students •  Career counselling •  Philanthropic activities, etc.
  8. 8. Alumni development in Denmark •  Fundraising –  no individual tax incentives –  corporate incentives exist •  Programme specific activities (relate to degree, not uni) •  Career counselling •  Mentoring programs •  There are obvious gaps, but a growing interest … •  CULTURAL FIT must be assessed
  9. 9. Alumni@CBS background •  CBS Management set out early 2011 to re-establish its alumni program –  Intention –  Organizational anchor •  Interest in maintaining contact with CBS evident: –  CBS Alumni group on LinkedIN – one of the largest public LI groups in DK –  CBS culture via degree programs –  Sub-sets of alumni groups situated around organization •  Internal demand for better business intelligence about our alumni
  10. 10. Alumni@CBS concept •  CBS must locate alumni globally using modern technology –  “Meet alumni where they are” •  CBS should maintain contact with alumni efficiently •  Alumni must be able to update their profile information one place and thus share contact/professional updates with CBS. •  Office of External Affairs must maintain & communicate relevant information about alumni with Management for better BI – rankings, accreditation, etc. •  Alumni should receive increasingly more relevant information from CBS based on an ever-improving relationship (CRM)
  11. 11. Alumni@CBS scope •  Utilize social media to gather alumni information – only with their consent –  Facebook is larger, but LinkedIN focuses on professional experience & networks –  From an IT perspective, a CBS solution cannot compete with LinkedIN •  Create a CBS relevant CRM •  Connect AlumniCRM to internal student information system – sync student data •  Validate LinkedIn profile w/student data upon alumna/us consent •  With consent, data is regularly synched from LinkedIN to CBS – not vice versa Allow emergent strategy to take form … let the data drive “When we know more, we will better know what to do…”
  12. 12. CRM •  What does a customer relationship management system offer CBS? Admissions process Alumni involvement Career development CRADLE Prospective student Active studies Enrollment Graduation GRAVE Further education
  13. 13. Alumni@CBS architecture www.cbs.dk CBS LinkedIn group Registration & Consent form •  Alumni activity ALUMNI CRM •  Match •  •  •  •  Alumni data •  Employment history •  Company •  Job title •  Publications •  Nationality •  Etc. Campaigns Event management Lead management Corporate partner mgt. Validation process CBS student database B.Sc. IB activity B.Sc. ASP activity B.Sc. activity MBA activity M.Sc. activity
  14. 14. Alumni landscape Populate the landscape Professional experience Companies Contacts Build relationships – and choose how to mobilize them Professional interests Alumni relations interests (mentor, guest lectures, etc.) •  •  •  •  •  •  •  •  •  •  •  Title Graduation year(s) Degree program (1, 2, 3, …) Mobile number Email address Skills/competences Country Nationality Language skills Professional experience (history) Education from other universities Augment landscape Double degree Scholarships Honors, associations, etc. Articles Publications Events/campaigns Activities with Alumni – local and corporate Grow benefits Certifications Patents
  15. 15. So what? •  what we plan (hope) to yield •  data impact: how it supports alumni relations & career centre
  16. 16. Gains – alumni •  Alumni will reconnect socially and professionally with one another •  Alumni will plug back into the research environment at CBS –  CBS is their institutional anchor to new research and knowledge
  17. 17. Gains – CBS •  Gain ‘realtime’ information about our alumni –  we know where they are •  Opportunity to create targeted communication & marketing –  we know who they are •  Continue locally-run alumni organizations with de-central ownership of activities & alumni events –  we know what they may need
  18. 18. Alumni@CBS summary •  Long term strategy – CBS builds more focused relationships with our alumni
  19. 19. Questions & discussion Thank you! Anne Sluhan Office of External Affairs as.ea@cbs.dk

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