For the network conference for Swedish university alumni and career development professionals held at Malmö University.

1. Letting the data drive:
How CBS taps into social media to grow a career & alumni strategy
Malmö University
Nätverksträff karriär- och alumnikoordinatorer
Anne Sluhan
Copenhagen Business School
Office of External Affairs
24 October 2013

2. Overview
•
Student life cycle
•
Copenhagen Business School & Office of External Affairs
•
Alumni in the rest of the world
•
Alumni in Denmark
•
Alumni@CBS – background, concept, structure
•
Alumni landscape
•
Gains
•
Q&A

3. Student life cycle – from cradle to grave
When your ‘customer’ is also your product …
Admissions
process
Active
studies
Career development
CRADLE
Prospective
student
Time
Alumni involvement
Enrollment
Graduation
GRAVE
Further education

4. Copenhagen Business School (CBS)*
•
Founded in 1917 by business leaders in Denmark
•
Situated in Copenhagen (Frederiksberg) – metro population ca. 1.7 million

5. Copenhagen Business School (CBS)*
•
Founded in 1917 by business leaders in Denmark
•
Situated in Copenhagen (Frederiksberg) – metro population ca. 1.7 million
•
Governed by Danish Universities Act 2003 under Ministry of Science, Technology, & Innovation
•
One of the largest business schools in Europe with 19 999 students
•
50 degree programs at undergraduate (17), graduate (22), diploma programs (2), Executive masters
(9), and at the PhD level
•
International students – degree-earning & exchange (pop. 4 343)
•
Balanced ratio of incoming/outgoing exchange students
•
333 exchange and cooperation agreements worldwide
•
Publicly financed university – 80/20 model based on taxation – Funding ca. 164.9 million Euros
•
690 full-time faculty, 730 part-time faculty, 258 PhD students, 549 administrative staff
*CBS Facts and Figures 2013

6. Office of External Affairs
•
Established in May 2011 (previously Business Relations and Communications)
Alumni
Career Centre
Communications
Press relations
•
•
Corporate
partnerships
Internal comms
•
•
Employer
branding
•
•
Recruitment
activities
Facilitate info –
researchers,
employees,
students,
management
•
Relationship
management
with Alumni
Support of
decentral
alumni
associations
Share.cbs.dk
External comms
Cbs.dk
•
Visual identity
•
Reporter contact
•
Research
communication
•
Career
counselling
•
CBS publication
materials
•
Career seminars
•
•
Career events
Advisory function for
marketing of CBS
research and
education

7. Alumni development in the rest of the world
•
Cradle to grave mentality
–
–
•
Culture - nurture association with alma mater
Stewardship & recruitment responsibility
Fundraising incentivized via individual & corporate tax breaks
– Sponsorship of professorships
– Endowments
•
research
•
student scholarships
•
campus development, sports facilities
•
Boards of directors/trustees
•
Mentoring of current students
•
Career counselling
•
Philanthropic activities, etc.

8. Alumni development in Denmark
•
Fundraising
– no individual tax incentives
– corporate incentives exist
•
Programme specific activities (relate to degree, not uni)
•
Career counselling
•
Mentoring programs
•
There are obvious gaps, but a growing interest …
•
CULTURAL FIT must be assessed

9. Alumni@CBS background
•
CBS Management set out early 2011 to re-establish its alumni program
– Intention
– Organizational anchor
•
Interest in maintaining contact with CBS evident:
– CBS Alumni group on LinkedIN – one of the largest public LI groups in DK
– CBS culture via degree programs
– Sub-sets of alumni groups situated around organization
•
Internal demand for better business intelligence about our alumni

10. Alumni@CBS concept
•
CBS must locate alumni globally using modern technology
– “Meet alumni where they are”
•
CBS should maintain contact with alumni efficiently
•
Alumni must be able to update their profile information one place and thus share
contact/professional updates with CBS.
•
Office of External Affairs must maintain & communicate relevant information
about alumni with Management for better BI – rankings, accreditation, etc.
•
Alumni should receive increasingly more relevant information from CBS based
on an ever-improving relationship (CRM)

11. Alumni@CBS scope
•
Utilize social media to gather alumni information – only with their consent
– Facebook is larger, but LinkedIN focuses on professional experience & networks
– From an IT perspective, a CBS solution cannot compete with LinkedIN
•
Create a CBS relevant CRM
•
Connect AlumniCRM to internal student information system – sync student data
•
Validate LinkedIn profile w/student data upon alumna/us consent
•
With consent, data is regularly synched from LinkedIN to CBS – not vice versa
Allow emergent strategy to take form … let the data drive
“When we know more, we will better know what to do…”

12. CRM
• What does a customer relationship management system offer CBS?
Admissions
process
Alumni involvement
Career development
CRADLE
Prospective
student
Active
studies
Enrollment
Graduation
GRAVE
Further education

13. Alumni@CBS architecture
www.cbs.dk
CBS LinkedIn group
Registration & Consent form
• Alumni activity
ALUMNI CRM
•
Match
•
•
•
•
Alumni data
•
Employment history
•
Company
•
Job title
•
Publications
•
Nationality
•
Etc.
Campaigns
Event management
Lead management
Corporate partner mgt.
Validation process
CBS student database
B.Sc.
IB
activity
B.Sc.
ASP
activity
B.Sc.
activity
MBA
activity
M.Sc.
activity

14. Alumni landscape
Populate the landscape
Professional experience
Companies
Contacts
Build
relationships –
and choose
how to mobilize
them
Professional interests
Alumni relations interests
(mentor, guest lectures, etc.)
•
•
•
•
•
•
•
•
•
•
•
Title
Graduation year(s)
Degree program (1, 2, 3, …)
Mobile number
Email address
Skills/competences
Country
Nationality
Language skills
Professional experience (history)
Education from other universities
Augment landscape
Double
degree
Scholarships
Honors, associations, etc.
Articles
Publications
Events/campaigns
Activities with Alumni – local and corporate
Grow benefits
Certifications
Patents

15. So what?
•
what we plan (hope) to yield
•
data impact: how it supports alumni relations & career centre

16. Gains – alumni
•
Alumni will reconnect socially and professionally with one another
•
Alumni will plug back into the research environment at CBS
– CBS is their institutional anchor to new research and knowledge

17. Gains – CBS
•
Gain ‘realtime’ information about our alumni
– we know where they are
•
Opportunity to create targeted communication & marketing
– we know who they are
•
Continue locally-run alumni organizations with de-central ownership of
activities & alumni events
– we know what they may need

18. Alumni@CBS summary
•
Long term strategy – CBS builds more focused relationships with our alumni

19. Questions & discussion
Thank you!
Anne Sluhan
Office of External Affairs
as.ea@cbs.dk