Essential Online Community Strategies - Full Roadshow Edition

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iModules 2008 Roadshow: The Four Essential Online Strategies for Alumni Professionals.

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  • Essential Online Community Strategies - Full Roadshow Edition

    1. 1. The Four Essential Online Strategies for Today’s Alumni Professionals
    2. 2. Today’s Agenda <ul><li>Introduction </li></ul><ul><li>Why did you come? </li></ul><ul><li>What do you want to leave with? </li></ul><ul><li>Presentation intermixed with demos </li></ul>
    3. 3. <ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul>3. Talk to Everyone 2. Reuse everything everywhere 4. Let go to grow
    4. 4. 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 sent last year
    5. 5. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 200 billion Text messages
    6. 6. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 25 billion Instant messages per day
    7. 7. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 220 million Frequent visitors of Facebook and MySpace
    8. 8. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 110 million Websites with more than 30 billion pages
    9. 9. Frequency is the new relevancy <ul><li>Fresh sites rule 90 of top 100 </li></ul><ul><li>Top 100 - portals, news and networks </li></ul><ul><li>Half of top 25 are user-generated </li></ul>Source: Alexa.com
    10. 10. Frequency is the new relevancy <ul><li>Everyone is inundated </li></ul><ul><li>You need to stand out </li></ul><ul><li>Leverage existing affinity </li></ul><ul><li>Refresh your website constantly </li></ul><ul><li>Consistently reach out with e-mail. </li></ul>
    11. 11. And frequency matters with e-mail source: iModules Client Study for 2007 7x More engaged
    12. 12. And frequency matters with e-mail source: iModules Client Study for 2007 2x More likely to donate
    13. 13. And frequency matters with e-mail source: iModules Client Study for 2007 8x More likely to attend an event
    14. 14. E-mail and event registration First Email Second Email Third Email Fourth Email “ Mention” Discount Deadline Campaign Week
    15. 15. E-mail best practices <ul><li>Leverage your community data to increase relevancy </li></ul><ul><li>Personalize your message to increase open rates </li></ul><ul><li>Pull in dynamic content from your community </li></ul><ul><li>Link back to your site and the community </li></ul><ul><li>Include “Forward to a Friend” in your e-mail </li></ul><ul><li>Reinforce your brand with layout and design </li></ul><ul><li>Include graphics for visual interest, but use them wisely </li></ul><ul><li>Don’t wait until the last minute to design and queue your e-mail </li></ul><ul><li>Pay attention to your subject line </li></ul><ul><li>Send your e-mail at the best time </li></ul><ul><li>Adjust the frequency of your e-mails as needed </li></ul><ul><li>Take advantage of reporting </li></ul><ul><li>Manage e-mail kickbacks </li></ul>
    16. 16. E-mail saves institutions lots of green <ul><li>Print & postage costs </li></ul><ul><li>Paper-based processing </li></ul><ul><li>Each year 100 million trees </li></ul><ul><li>Printed alumni directories over 120,000 </li></ul>
    17. 17. <ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul><ul><li>Remember, the audience is overwhelmed </li></ul><ul><li>Keep your website fresh so update religiously </li></ul><ul><li>Aggressively move to e-mail marketing </li></ul><ul><li>Maintain consistent branding across communications </li></ul>
    18. 18. <ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul>3. Talk to Everyone 2. Reuse everything everywhere 4. Let go to grow
    19. 19. 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
    20. 20. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 9 impressions Needed before a prospect takes action
    21. 21. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 10 percent Read a news blog last week
    22. 22. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 25 percent Sent or received news e-mail last week
    23. 23. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 24 percent Of youth market would change jobs if they couldn’t access Facebook during the workday
    24. 24. Reuse everything everywhere <ul><li>You cannot control the “where” </li></ul><ul><li>Solution: be everywhere </li></ul><ul><li>Write it once and reuse it </li></ul><ul><li>In-network and out-of-network </li></ul><ul><li>Young alumni pose new challenges. </li></ul>
    25. 25. Embrace RSS for content reuse Content from the web Content to the web
    26. 26. RSS and reusable content <ul><li>Content can be “re-published” </li></ul>imodules.com facebook.com clients.imodules.com labs.imodules.com
    27. 27. Subscribe to RSS content <ul><li>Populate website with RSS content </li></ul><ul><li>Include RSS content in e-mail newsletters </li></ul><ul><li>Reformat and remix </li></ul><ul><li>Increase personal productivity. </li></ul>
    28. 28. <ul><li>Write it once and reuse it </li></ul><ul><li>“ Where” is no longer in your control </li></ul><ul><li>In-network and out-of-network </li></ul><ul><li>Learn about RSS </li></ul><ul><li>Young alumni pose new challenges. </li></ul>2. Reuse everything everywhere
    29. 29. <ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul>3. Talk to everyone 2. Reuse everything everywhere 4. Let go to grow
    30. 30. Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 4x Click-through for targeted versus untargeted
    31. 31. Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 4 percent Marketers customize their e-mail messages
    32. 32. Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 35 percent Open rate compared to 25% industry average
    33. 33. Talk to everyone <ul><li>Everyone is different </li></ul><ul><li>Customize for better results </li></ul><ul><li>You already know your members </li></ul><ul><li>Out-of-network and young alumni. </li></ul>
    34. 34. Gender Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users 36% 36% 61% 41% 37% 39% 63% 63% 38% 59% 62% 60% Facebook MySpace LinkedIn Friendster Plaxo Hi5
    35. 35. Age Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users
    36. 36. Age and Giving Source: iModules community research and others
    37. 37. 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
    38. 38. 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
    39. 39. <ul><li>Customize for better results </li></ul><ul><li>Understand your venue </li></ul><ul><li>Experiment with targeted advertising </li></ul><ul><li>Target your ask </li></ul>3. Talk to everyone
    40. 40. <ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul>3. Talk to everyone 2. Reuse everything everywhere 4. Let go to grow
    41. 41. User-generated media on the rise Various sources: Jupiter, Pew Internet Foundation, iModules and others 64 percent Teens create and post online content
    42. 42. User-generated media on the rise Various sources: Jupiter, Pew Internet Foundation, iModules and others 50 percent Of the top 25 websites are user-generated
    43. 43. User-generated media on the rise Various sources: Jupiter, Pew Internet Foundation, iModules and others 65,000 Videos posted each day on YouTube
    44. 44. Let go to grow <ul><li>“ Social Media” sites user is in control </li></ul><ul><li>Requires institutional courage </li></ul><ul><li>Don’t reinvent the wheel </li></ul><ul><li>Best to mix authority </li></ul><ul><li>Pictures, blogs, events, groups </li></ul><ul><li>Become part of the conversation. </li></ul>
    45. 45. Facebook Page – a first step
    46. 46. Facebook Page <ul><li>Members can “fan” a page </li></ul><ul><li>Can post content and messages </li></ul><ul><li>Receive updates from owner </li></ul><ul><li>Quick links to member pages. </li></ul>
    47. 47. <ul><li>Become part of the conversation </li></ul><ul><li>Share content creation with members </li></ul><ul><li>Requires institutional courage </li></ul>4. Let go to grow
    48. 48. Some closing thoughts <ul><li>Should have included “Measure & modify” </li></ul><ul><li>Best Practices Documents </li></ul><ul><li>Newsletter and website design ideas </li></ul>
    49. 49. Thanks

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