Fostering Collaboration in Higher Education Salesforce Foundation Webinar Sept 13th, 2012 Shane Sugino Associate Director, Career Management Center Kellogg School of Management
COL·LAB·O·RA·TION (kəˌlabəˈrāSHən)Cooperative arrangement in which two or more parties (which may or maynot have any previous relationship) work jointly towards a common goal.Effective method of transferring know how among individuals, thereforecritical to creating and sustaining a competitive advantage.
Agenda• Introduction – Who am I?• The Kellogg Story• Kellogg Social Enterprise platform• Demo• Benefits,Best Practices & Challenges
Shane Sugino…Who am I? Currently: • Associate Director, Career Management Center, Kellogg School of Management • Career Coach and Strategic Relationship/Business Development Manager – PE, VC, Entrepreneurship, R/E, Healthcare Previously: • Healthcare Private Equity • Leadership Development • Two startups – Software and Biogas • Six years Wall Street experience Education: • BS Finance – NYU Stern • MBA Brand Mgmt – Cornell Johnson School
The Kellogg story…a legacy of feudalistic autonomyNatural state of affairs: The alumni experience:• Information/data not naturally shared • Duplicate outreach across departments • Lost alums / Ignorant of changes in• Activities are often duplicated careers• Manual processes: Highly inefficient use of • Inundating “go to” alums for events scarce resources • Reliance on “memory” or “who you• Not an ideal way to run a professional know” for participation relationship-driven organization • Ignorant of alumni campus activities
From ideation to reality Strong similarities among Real Estate the “Fab 5”: •High Profile centers of activity ? ? ? Heizer Center for •Cross–pollination of PEVC? Career ? alumni population (e.g. Management Real Estate PE)? ? Center Zell •Relationship building Center/Asset mentality ? ? ? Management •Heavy event planning or support activities Levy Institute - •High net-worth alumni Entrepreneur population
The Kellogg Salesforce.com world NU Heizer Center HEMA for PEVC Farley Center Social Real Estate Enterprise Corp Advance Partner- -ment ships Career Levy Institute Management Center Zell Center / Asset Mgmt PhD
Collaborating through Salesforce SocialEnterpriseCRM CHATTER• Share customer data • Build external and internal• Full transparency of activity communities• Track high level of – Engaged conversations engagement – Dissemination of info• Marketing campaigns – Collaborative groups• Newsletter communications – Student to student• Event participation conversations • Data repository • Collaboration with peers in and across departments
Benefits of CRM• Full Transparency – Each group sees engagements with other groups – Increased understanding of major relationships – Repository of historical engagement activity and communications• Reduction of Duplicative activities – No more duplicate requests – Eliminates redundant events/activities• Increased Marketing Capabilities – We love campaigns! • Club/Center Alumni Newsletters • Dean thank you letters
Benefits of the Social Enterprise• Leveraging the power of social – Tapping hidden knowledge from within the organization – Sharing across groups/dissemination of information – Increased levels of engagement – Natural data alignment (CRM + Chatter)• Archival opportunities – Threads and conversations not buried in email – Searchable by groups - Repository• Reduction in duplicative actions – Individual emails or email conversations• Builds community – Fun and social engagement!
Kellogg and NU SFDC roadmap* *at least this is the roadmap I am using to envision the future Complete lifecycle tracking of students Alumni Expand Admissions Relations CMC - Jive Platform usage School of Cont Ed ??? NU Athletics
Best practices and challengesBest Practices Challenges ahead:• Choose one issue to solve (in this • Adoption – drive usage! case CRM data) • Technology creep – getting too• Implementation strategy = complicated Organizational fit (i.e. Grassroots) • Integration with or replacement of• Plan for generational gaps among legacy systems – the long road staff e.g. differing comfort levels of ahead technology adoption • Building expertise across different• Start simple and easy! users and admins• Find stakeholders with similar client • Competing groups (e.g. Jive) populations and organizational goals • FT Salesforce admin?• Open architecture is key – less • 3rd party software training barriers – drives usage!