Building Lasting
Relationships with
Alumni
•  Gerald Bridwell, CRM Product Manager ,
Smith College
•  Mark Naman, Director...
Gerald Bridwell
CRM Project Manager
Smith College
Northampton, MA
Smith College Information Architecture
Our vision for future constituent engagement:
• Integrate engagement strategies throughout the life cycle of
constituents’...
The pilot was undertaken to test a CRM model that
provides the following benefits:
•  The ability of Constituents to inter...
Pilot Project deliverables included:
• Design and test a Smith College Alumnae Online Community;
• Configure ExactTarget E...
Tracking Report from ExactTarget (part 1)
Tracking Report from ExactTarget (part 2)
Smith College Online Community Home page
Online Community Directory Search page
Online Community Chatter page
Online Community Profile page (Overview)
Online Community Profile page (Contacts
information - 1)
Online Community Profile page (Contacts
information - 2)
Online Community Profile page (Contacts
information - 3)
Online Community Profile page (Academic
information)
Online Community Profile page (Employment
information)
Online Community Profile page (Spouse information)
Online Community Profile page (Preferences)
Using geopointe to locate Alumnae
As a test, we used geopointe to identify recent donors who would be
invited to attend a ...
Mark Naman
Director, Strategic Marketing
University of Notre Dame
@MarkNaman
Notre Dame Day & Radian6
• What is Notre Dame Day?
• Marketing Strategy
• Radian 6
• The Results
First Last Name
Title
What is Notre Dame Day?
What is Notre Dame Day?
A global celebration of
the Notre Dame mission
that engages, informs,
and inspires alumni,
parents...
What is Notre Dame Day?
• 29+ hours of streaming content
• Multi-channel web & social media
• Over 200 students, faculty, ...
Challenge Leaderboard
Marketing Strategy
Marketing Strategy
•  Social Media as the #1 Marketing Vehicle
•  Proud to Be ND Social Accounts
–  Engage users around a ...
Social Strategy – Proud to Be ND
•  34+ University Partners engaged
•  Other accounts participated on their own
•  Partners represented all areas of the Un...
Social Media Strategy – Social Ambassadors
•  1,000+ Ambassadors
•  970,000+ Total Reach
•  200,000+ Post Impressions
Amba...
Radian 6
Why Radian6?
•  Track activity around Notre Dame Day as over 1,000 Social
Ambassadors and University partners used social ...
Radian6 Widgets
•  Timeline
•  Conversation Cloud
•  River of News
•  Sentiment
The Results
The Results
•  ~20,000 mentions of Notre Dame Day on social media
•  Over 20,000 broadcast views
•  Visitors from over 100...
Building Lasting relationships with alumni
Building Lasting relationships with alumni
Building Lasting relationships with alumni
Building Lasting relationships with alumni
Building Lasting relationships with alumni
Building Lasting relationships with alumni
Building Lasting relationships with alumni
Building Lasting relationships with alumni
Building Lasting relationships with alumni
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Building Lasting relationships with alumni

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Alumni are ambassadors of your brand. So how do you engage them and create a lifelong relationship? Find out how Smith College has adopted Salesforce Communities to build an integrated Alumni engagement platform. Also learn how Notre Dame is increasing Alumni participation by leveraging Radian6 to track communication success and constituent sentiment.

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Building Lasting relationships with alumni

  1. 1. Building Lasting Relationships with Alumni •  Gerald Bridwell, CRM Product Manager , Smith College •  Mark Naman, Director of Strategic Marketing, University of Notre Dame
  2. 2. Gerald Bridwell CRM Project Manager Smith College Northampton, MA
  3. 3. Smith College Information Architecture
  4. 4. Our vision for future constituent engagement: • Integrate engagement strategies throughout the life cycle of constituents’ relationship with the college; • Adopt engagement methods that are integrated with technology; • Use technology to enhance constituents’ interaction with the physical campus, and use data to continually evaluate and improve the effectiveness of our efforts; • Provide consistent online experience for constituents, but with content that is varied, interactive and customizable; • Engage constituents when and where they want.
  5. 5. The pilot was undertaken to test a CRM model that provides the following benefits: •  The ability of Constituents to interact both with Smith and with one another via a consistent and user-friendly online experience; •  The ability to deliver targeted content to Constituents and engage them in ways they prefer; •  The ability to evaluate and refine our efforts to engage Constituents using data collected during user interactions.
  6. 6. Pilot Project deliverables included: • Design and test a Smith College Alumnae Online Community; • Configure ExactTarget Enterprise 2.0, including the integration with SalesForce; • Model the Smith College Constituent in SalesForce, migrate the data, and automate the integration of SalesForce with Banner, Smith College’s transactional database; •  Design and execute email communications that are segmented and personalized; that use recipient lists created in SalesForce; and that create detailed tracking reports. First Last Name Title
  7. 7. Tracking Report from ExactTarget (part 1)
  8. 8. Tracking Report from ExactTarget (part 2)
  9. 9. Smith College Online Community Home page
  10. 10. Online Community Directory Search page
  11. 11. Online Community Chatter page
  12. 12. Online Community Profile page (Overview)
  13. 13. Online Community Profile page (Contacts information - 1)
  14. 14. Online Community Profile page (Contacts information - 2)
  15. 15. Online Community Profile page (Contacts information - 3)
  16. 16. Online Community Profile page (Academic information)
  17. 17. Online Community Profile page (Employment information)
  18. 18. Online Community Profile page (Spouse information)
  19. 19. Online Community Profile page (Preferences)
  20. 20. Using geopointe to locate Alumnae As a test, we used geopointe to identify recent donors who would be invited to attend a Presidential visit
  21. 21. Mark Naman Director, Strategic Marketing University of Notre Dame @MarkNaman
  22. 22. Notre Dame Day & Radian6 • What is Notre Dame Day? • Marketing Strategy • Radian 6 • The Results First Last Name Title
  23. 23. What is Notre Dame Day?
  24. 24. What is Notre Dame Day? A global celebration of the Notre Dame mission that engages, informs, and inspires alumni, parents and friends to take action and give back to the University.
  25. 25. What is Notre Dame Day? • 29+ hours of streaming content • Multi-channel web & social media • Over 200 students, faculty, staff, and alumni featured live, plus over 200+ videos • 34+ campus social media partners • 1,000+ Social Ambassadors • Giving campaign with Challenge voting to over 248 campus interests
  26. 26. Challenge Leaderboard
  27. 27. Marketing Strategy
  28. 28. Marketing Strategy •  Social Media as the #1 Marketing Vehicle •  Proud to Be ND Social Accounts –  Engage users around a variety of Notre Dame Content –  Build up excitement for Notre Dame Day •  University Social Partners –  Over 34 accounts participating –  Allow partners to get their own message out •  Social Ambassadors –  Leverage social of those passionate about Notre Dame
  29. 29. Social Strategy – Proud to Be ND
  30. 30. •  34+ University Partners engaged •  Other accounts participated on their own •  Partners represented all areas of the University including: –  Academics –  Athletics –  Centers & Institutes –  Residence Halls Social Strategy – University Partners
  31. 31. Social Media Strategy – Social Ambassadors •  1,000+ Ambassadors •  970,000+ Total Reach •  200,000+ Post Impressions Ambassadors distributed content we provided to them through their own social accounts to make it seem organic.
  32. 32. Radian 6
  33. 33. Why Radian6? •  Track activity around Notre Dame Day as over 1,000 Social Ambassadors and University partners used social to communicate •  Gain insight into messaging effectiveness and sentiment •  React real time to improve engagement and drive users to the broadcast and our giving page •  Showcase social activity on our broadcast live
  34. 34. Radian6 Widgets •  Timeline •  Conversation Cloud •  River of News •  Sentiment
  35. 35. The Results
  36. 36. The Results •  ~20,000 mentions of Notre Dame Day on social media •  Over 20,000 broadcast views •  Visitors from over 100 countries to our website and broadcast •  51% of referral traffic from social •  Over 4,000 gifts made •  74% increase in Twitter followers, 40% increase in Facebook page likes for Proud to Be ND accounts

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