Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Killing Three Birds with One Stone


Published on

PowerPoint from my presentation at the eduWeb Conference 2012 in Boston

Published in: Education, Career
  • Be the first to comment

  • Be the first to like this

Killing Three Birds with One Stone

  1. 1. Killing Three Birdswith One Stone… Washington and Lee University “Alumni Perspectives” @RyanCatherwood
  2. 2. What’s in this for you?• How W&L developed a new Alumni Affairs communication strategy in tandem with a website redesign• How we created and executed an alumni- supplied content acquisition system for a new website• Results and recommendations based on five months of administration
  3. 3. Because what is Alumni Affairs at W&L?The soft (or long) approach to development meansfacilitating networking events to establish connectionsunder the university’s umbrella.•Regional Alumni Chapters•Searchable Databases•Reunion EventsThe point? Engagement resultingin networking success stories!
  4. 4. Simulate the “Act of Networking”and the“Informational Interview”
  5. 5. Three Birds – One Stone (maybe not ‘killing’ but “hitting”…? Great advice for young alums and current students on the work world, graduate school, and work/life. Excellent digital content for the Alumni Affairs Office that fits with our strategy of “expertise in networking.” Content is both entertaining and informative. Alumni get self-promotion opportunity and positioned as a “thought leader” in their market and amongst peers.
  6. 6. Advice for Students & Young AlumsMimic the “Act of Networking” and the “Informational Interview Connect the undergraduate experience with thoughtful advice about the world after graduationHelp young alumni navigate uncertain post-graduate worldMirror the conversations that occur at Networking Events
  7. 7. Entertaining Content For AllContent that brings alums back to the Alumni Website! Bookmark it! -Interested in career change -Update on classmates -Provide feedback in comments -Great storytelling
  8. 8. Content with “Ethos” Alumni lend credibility to professionaldialogue that W&L Administrators can’t always provide -Showcase alumni network access-Alumni have greater depth of knowledge -School spirit on display
  9. 9. Position Alumni As “Thought Leaders” Alumni get their “Name in Lights” within the Community-Wordpress content sharing to specific chapter -Bio visibility with self-promotion capability -Industry related thought leadership
  10. 10. Self-Sustaining Content Acquisition Program Create attractive medium for participation -Entice regular contributors easily -Minimize administration and solicitation-Generate regular inflow with at least two months of reserve content
  11. 11. The Content Math: Beginning Step 1 was to convince the university that this content could be acquired…and lots of it -Starting: 5 asks, 3 “yes,” for 2 editorials -2 month “incubation” period -Initially asked Journalism/Mass Comm grads-Created possible topic sheet w/ mock-up of site
  12. 12. The Content Math: CurrentlyWhile not completely automatic, creating a backlog has been easy -As of 7/31, 58 editorials posted at 2-3 per week -25 editorials in the queue with 50 more promised -4 solicitation periods per year -Many volunteer or through Linkedin messages-4 regular contributors (more than one submission)
  13. 13. Results: Social Sharing #wlunetwork
  14. 14. Results: Social Media
  15. 15. Results: Development & Admissions New tool for Advancement Purposes and Prospect Development – also Admissions -Useful tool for Development Officers -New means of “touching” a prospect early-Another way to give that keeps alumni involved -Showcase of alumni network to prospectives 4th “Bird”
  16. 16. Results: Improved Traffic for “Guides” One regular contributor reports positive gains from exposure -Regular Contributor reports increased web traffic to her personal website corresponding with post dates. -Also reports slight but increased book sales in the days immediately following her post dates.
  17. 17. Results: Engagement (Comments) Actual “networking” in the comments section!
  18. 18. Questions?