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Engineering Development Forum<br />Social Media in the Field of Development & Alumni Relations<br />Brian Razzaque, CEO<br...
Agenda<br />Current Social Media Landscape<br />Strategies for Harnessing Social Media<br />Tactics for Execution<br />Too...
Current Environment<br />Thousands of Random User-Created Facebook Pages<br />Hundreds of Regional Pages<br />Dozens of Of...
Current Issues<br />Reigning in the Chaos<br />Defining Policy<br />Managing Content<br />Determining Channels<br />Human ...
CURRENT STATISTICS<br />Facebook<br />500 million active Facebook users<br />Average user has 130 friends<br />250 million...
Social Media Assessment<br />What do we hope to accomplish?<br />Is Social Media an appropriate channel?  All of them or j...
Opportunities<br />Micro-gifts<br />Think Obama<br />Give a little, give often<br />Taylor Conroy – TEDx – How to Build a ...
Start with a Plan<br />POST Method<br />People – who are you trying to engage?<br />Objectives – what are you trying to ac...
PEOPLE<br />Class Year – What Motivates?<br />20+ Years<br />Give Because They Can<br />Give Enough to Make a Difference<b...
OBJECTIVES<br />Increase Giving<br />How much?<br />Per Class Year?<br />Increase Engagement<br />How do we measure this?<...
STRATEGY<br />Website Centralizes Content: Blogs, Newsletters, Events, Campaigns, Articles, etc.<br />Organization: Facebo...
Tactical<br />Define Your Policies<br />“Official” Facebook Pages<br />Groups for Regions?<br />Who Manages?<br />“Officia...
Tools<br />HootSuite / Argyle Social / Seesmic / Tweetdeck / Etc.<br />Simplify content posting to multiple networks / acc...
Case Study: JHU<br />Targeted Web Properties<br />Rising – highlights philanthropy at JHU<br />Alumni – highlights alumni ...
Summary<br />Define your goals and how they will be measured<br />Define your policies<br />Assign responsibilities<br />C...
Questions?<br />Brian Razzaque, CEO<br />SocialToaster<br />razzaque@socialtoaster.com<br />twitter.com/razzaque<br />443....
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Engineering Development Forum Lunch Keynote Address 06-21-2011

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Tips on effectively utilizing social media for the purpose of development and alumni relations within a higher education environment.

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Engineering Development Forum Lunch Keynote Address 06-21-2011

  1. 1. Engineering Development Forum<br />Social Media in the Field of Development & Alumni Relations<br />Brian Razzaque, CEO<br />SocialToaster<br />June 21st, 2011<br />
  2. 2. Agenda<br />Current Social Media Landscape<br />Strategies for Harnessing Social Media<br />Tactics for Execution<br />Tools for Measuring Success<br />
  3. 3. Current Environment<br />Thousands of Random User-Created Facebook Pages<br />Hundreds of Regional Pages<br />Dozens of Official Pages<br />Hundreds of LinkedIn Groups<br />Dozens of Official Twitter Handles<br />JHU has 34,000 results on Facebook for “Johns Hopkins Alumni”, 90 Group Results on LinkedIn, 12 results on Twitter<br />CHAOS!<br />
  4. 4. Current Issues<br />Reigning in the Chaos<br />Defining Policy<br />Managing Content<br />Determining Channels<br />Human Resources<br />Internal Politics<br />Wrestling with Technology<br />
  5. 5. CURRENT STATISTICS<br />Facebook<br />500 million active Facebook users<br />Average user has 130 friends<br />250 million mobile Facebook users<br />50% log in daily<br />Twitter<br />Average user is 39 years old<br />64% of users are 35 or older<br />Follows 173 accounts and has 300 followers<br />LinkedIn<br />Average user is 44 years old<br />People with more than 20 connections are 34 times more likely to be approached with a job<br />Sources: http://www.facebook.com/press/info.php?statistics, http://blog.guykawasaki.com/2007/01/ten_ways_to_use.htm, http://blog.hubspot.com/blog/tabid/6307/bid/5496/Twitter-User-Growth-Slowed-From-Peak-of-13-in-March-2009-to-3-5-in-October.aspx<br />
  6. 6. Social Media Assessment<br />What do we hope to accomplish?<br />Is Social Media an appropriate channel? All of them or just some of them?<br />Who will manage it?<br />What resources will we need?<br />Facebook - everybody<br />LinkedIn – professionals<br />Twitter – traffic<br />MySpace – entertainment<br />Digg/Delicious/Reddit – SEO<br />YouTube – everybody<br />Foursquare / Places – geographically relevant<br />
  7. 7. Opportunities<br />Micro-gifts<br />Think Obama<br />Give a little, give often<br />Taylor Conroy – TEDx – How to Build a School in 3 Hours : http://bit.ly/taylorconroy<br />Unified Voice<br />Multiple channels, unified messaging<br />Focus on awareness<br />Integration<br />Linking to Raiser’s Edge, Convio, SalesForce, Etc.<br />Website integration<br />Identify non-traditional opportunities<br />Geo-Location<br />
  8. 8. Start with a Plan<br />POST Method<br />People – who are you trying to engage?<br />Objectives – what are you trying to achieve?<br />Strategies – what will it look like when you’re done?<br />Technologies – what are the tools you plan to use?<br />Source: Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff<br />
  9. 9. PEOPLE<br />Class Year – What Motivates?<br />20+ Years<br />Give Because They Can<br />Give Enough to Make a Difference<br />5 – 20 Years <br />Give Because They Care<br />Don’t Give Because Think Can’t Give Enough to Have Impact<br />New Alumni<br />Think They Can’t Afford to Give<br />Students<br />Faculty<br />
  10. 10. OBJECTIVES<br />Increase Giving<br />How much?<br />Per Class Year?<br />Increase Engagement<br />How do we measure this?<br />Grow Program Awareness<br />Increase enrollment<br />How to relate to efforts?<br />
  11. 11. STRATEGY<br />Website Centralizes Content: Blogs, Newsletters, Events, Campaigns, Articles, etc.<br />Organization: Facebook Page, LinkedIn Group, Twitter<br />People: Facebook, LinkedIn, Twitter, Digg<br />Promote<br />Promote<br />
  12. 12. Tactical<br />Define Your Policies<br />“Official” Facebook Pages<br />Groups for Regions?<br />Who Manages?<br />“Official” LinkedIn Groups<br />How to Interact with “Un-Official” Pages/Groups?<br />Define Responsibilities<br />Who is monitoring?<br />Who responds?<br />Who manages content?<br />Centralize Your Efforts, Drive Traffic to One Place<br />Recruit individuals to support this effort<br />Create Social Media Plan<br />Editorial Calendar<br />Unified, if possible<br />Aligned with real-world efforts<br />Targeted web properties<br />Targeted social media channels<br />Consistent Execution<br />Content is catalyst<br />
  13. 13. Tools<br />HootSuite / Argyle Social / Seesmic / Tweetdeck / Etc.<br />Simplify content posting to multiple networks / accounts<br />Integrated analytics<br />Content management<br />SocialToaster<br />Solution for recruiting and engaging Ambassadors to help promote content<br />Detailed analytics and reporting<br />Radian6 / ThoughtBuzz / Sysomos / Omllion / Etc.<br />Social monitoring and engagement software<br />
  14. 14. Case Study: JHU<br />Targeted Web Properties<br />Rising – highlights philanthropy at JHU<br />Alumni – highlights alumni activity and events<br />Giving – unified giving platform<br />Ambassadors<br />Using SocialToaster to unify ambassador engagement<br />Development officers individually recruit alumni ambassadors<br />Program also promoted through traditional media<br />Participation and activity is tracked and reported against<br />Success metrics in place<br />
  15. 15. Summary<br />Define your goals and how they will be measured<br />Define your policies<br />Assign responsibilities<br />Create written editorial calendar and social media plan<br />Execute upon your plan<br />Use social publishing platform to simplify individual efforts<br />Use SocialToaster to unify and measure ambassador engagement<br />Use social monitoring tools to monitor external engagement<br />Measure your results against your plan<br />
  16. 16. Questions?<br />Brian Razzaque, CEO<br />SocialToaster<br />razzaque@socialtoaster.com<br />twitter.com/razzaque<br />443.393.2600 x211<br />www.socialtoaster.com<br />Deck available at http://slideshare.net/BrianRazzaque<br />

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