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The Four Essential Online Strategies for Today’s Alumni Professionals
<ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul>3. Talk to Everyone  2. Reuse everything everywhere 4. ...
Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Asso...
Frequency is the new relevancy <ul><li>Fresh sites rule 90 of top 100 </li></ul><ul><li>Top 100 - portals, news and networ...
Frequency is the new relevancy <ul><li>Everyone is inundated </li></ul><ul><li>You need to stand out </li></ul><ul><li>Lev...
And frequency matters with e-mail source: iModules Client Study for 2007 7x More engaged
And frequency matters with e-mail source: iModules Client Study for 2007 2x More likely to donate
And frequency matters with e-mail source: iModules Client Study for 2007 8x More likely to attend an event
E-mail and event registration First Email Second Email Third Email Fourth Email “ Mention” Discount Deadline Campaign Week
E-mail saves institutions lots of green <ul><li>Print & postage costs </li></ul><ul><li>Paper-based processing </li></ul><...
<ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul><ul><li>Remember, the audience is overwhelmed </li></ul...
<ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul>3. Talk to Everyone  2. Reuse everything everywhere 4. ...
Online Engagement Curve Engagement Visits Site Visits Frequently Subscribes to Feeds Subscribes to content (Email, Newslet...
Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 9 impressi...
Reuse everything everywhere <ul><li>You cannot control the “where” </li></ul><ul><li>Solution: be everywhere </li></ul><ul...
Embrace RSS for content reuse Content from the web Content to the web
RSS and reusable content <ul><li>Content can be “re-published” </li></ul>imodules.com facebook.com clients.imodules.com la...
Subscribe to RSS content <ul><li>Populate website with RSS content </li></ul><ul><li>Include RSS content in e-mail newslet...
<ul><li>“ Where” is no longer in your control </li></ul><ul><li>Write it once and reuse it </li></ul><ul><li>Learn about R...
<ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul>3. Talk to everyone  2. Reuse everything everywhere 4. ...
Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 4 x   Click-through...
Talk to everyone <ul><li>Everyone is different </li></ul><ul><li>Customize for better results </li></ul><ul><li>You alread...
Gender Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-face...
Age Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-faceboo...
Donor Dilemma Source: iModules community research and others
Targeted Advertising Alumni Facebook Social Ad Actual Facebook LinkedIn Impressions Clicks University 1 160,200 13,300 500...
Out-of-network and targeted e-mail May 2008 Activity Addresses Recipients Opens Clicks University 1 30,855 80,195 10,714 3...
<ul><li>Customize for better results </li></ul><ul><li>Understand your venue </li></ul><ul><li>Experiment with targeted ad...
<ul><li>Frequency </li></ul><ul><li>is the new relevancy </li></ul>3. Talk to everyone  2. Reuse everything everywhere 4. ...
User-generated media Various sources: Jupiter, Pew Internet Foundation, iModules and others 50 percent  Of the top 25 are ...
Emerging Model for Web Publishing Create Approve Post Promote Monitor Encourage
Let go to grow <ul><li>“ Social Media” sites user is in control </li></ul><ul><li>Requires institutional courage </li></ul...
Facebook Strategy Institutional Page Be present where they search Facebook Connect Become part of the conversation
<ul><li>Share content creation with members </li></ul><ul><li>Requires institutional courage </li></ul><ul><li>Become part...
West Michael Skahan [email_address] Midwest Mike Novosel [email_address] Northeast Gail Palmer [email_address] Southeast A...
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iModules Webinar: Essential Online Strategies for Alumni Professionals

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Learn about the essential online strategies for online engagement

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iModules Webinar: Essential Online Strategies for Alumni Professionals

  1. 1. The Four Essential Online Strategies for Today’s Alumni Professionals
  2. 2. <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
  3. 3. 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 last year 200 billion Text messages 110 million Websites & 30b pages
  4. 4. 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
  5. 5. 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>
  6. 6. And frequency matters with e-mail source: iModules Client Study for 2007 7x More engaged
  7. 7. And frequency matters with e-mail source: iModules Client Study for 2007 2x More likely to donate
  8. 8. And frequency matters with e-mail source: iModules Client Study for 2007 8x More likely to attend an event
  9. 9. E-mail and event registration First Email Second Email Third Email Fourth Email “ Mention” Discount Deadline Campaign Week
  10. 10. 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>
  11. 11. <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>
  12. 12. <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
  13. 13. 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
  14. 14. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 9 impressions Needed to take action 10 percent Read a news blog last week 25 percent Sent/rec’d news last week 24 percent Of youth market would …
  15. 15. 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>
  16. 16. Embrace RSS for content reuse Content from the web Content to the web
  17. 17. RSS and reusable content <ul><li>Content can be “re-published” </li></ul>imodules.com facebook.com clients.imodules.com labs.imodules.com
  18. 18. 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>
  19. 19. <ul><li>“ Where” is no longer in your control </li></ul><ul><li>Write it once and reuse it </li></ul><ul><li>Learn about RSS </li></ul><ul><li>In-network and out-of-network </li></ul>2. Reuse everything everywhere
  20. 20. <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
  21. 21. Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 4 x Click-through for targeted versus untargeted 35 percent Open rate versus 25% industry 4 percent Marketers customize their messages
  22. 22. 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>
  23. 23. 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
  24. 24. Age Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users
  25. 25. Donor Dilemma Source: iModules community research and others
  26. 26. 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
  27. 27. 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
  28. 28. <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
  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. User-generated media Various sources: Jupiter, Pew Internet Foundation, iModules and others 50 percent Of the top 25 are user-generated 102,000 Events each month on Meetup 64 percent Teens create & post online content 65,000 Videos posted daily on YouTube
  31. 31. Emerging Model for Web Publishing Create Approve Post Promote Monitor Encourage
  32. 32. 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>Become part of the conversation. </li></ul>
  33. 33. Facebook Strategy Institutional Page Be present where they search Facebook Connect Become part of the conversation
  34. 34. <ul><li>Share content creation with members </li></ul><ul><li>Requires institutional courage </li></ul><ul><li>Become part of the conversation </li></ul>4. Let go to grow
  35. 35. West Michael Skahan [email_address] Midwest Mike Novosel [email_address] Northeast Gail Palmer [email_address] Southeast Andrew Houts [email_address] For audio portion please call 1-866-212-0875 or +1-978-964-0049 Enter passcode 2935887#
  36. 36. Thanks

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