The document discusses strategies for improving e-communications at USF Advancement. It outlines the e-communications manager's goals of increasing readership and effectiveness of communications through email, social media, web video and websites. Specific tactics recommended include monitoring online discussions, engaging target audiences on popular platforms, building the university's brand through participation, cultivating alumni communities, and measuring progress through metrics. The document provides tips for managing e-communications effectively and with low costs.

1. Improving Your E-Communication Thomas Listerman E-communications manager University Advancement

2. What do I mean by E-Communications?

3. My job description Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement.

4. My job description Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement Email Outreach

5. My job description Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement Email Outreach Social Media

6. My job description Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement Email Outreach Social Media Web Video

7. My job description Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement Email Outreach Social Media Web Video Web Site

8. My job description Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement Email Outreach Social Media Web Video Web Site Goals and strategy

9. My job description Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement Email Outreach Social Media Web Video Web Site  Measurable indicators of increased readership and effectiveness Goals and strategy

10. Why should we care about E-Communications?

11. Media habits are changing It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years & the Internet took four years . In less than nine months , Facebook added 100 million users . http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics

12. Handheld devices increase In 2009, vendors shipped 174 million smartphones , up 15% from the 151 million in 2008. http://www.pcworld.com/article/188610/smartphone_sales_score_record.html Internet usage via handheld devices grew by 41% from June 2008 to June 2009. http://news.cnet.com/8301-1035_3-10312296-94.html

13. Personal networks prosper 90% of Internet users trust in friends’ recommendations . Nielsen Research 91% of mobile web users and 79% of desktop users socialize on the web. http://www.readwriteweb.com/archives/social_networking_now_more_popular_on_mobile_than_desktop.php

14. Rich media content is expected 86% of the Internet population, or 178 million people, viewed video online in December 2009 . http://www.marketingcharts.com/television/online-video-viewing-accelerates-11987

15. Communities moved to the Web Facebook for your friends: 400 million users

16. Communities moved to the Web Facebook for your friends: 400 million users Twitter for your followers: 75 million users

17. Communities moved to the Web Facebook for your friends: 400 million users Twitter for your followers: 75 million users LinkedIn for your professional network: 60 million users

18. Communities moved to the Web Facebook for your friends: 400 million users Twitter for your followers: 75 million users LinkedIn for your professional network: 60 million users Google Buzz - may take a share: 177 million users through gmail

19. How can we use E-Communications in Higher Education?

20. No doubt about potential ” I hear from people all over campus that with every progressive year, the newest class is the most together and connected group that has ever showed up. They’ve already known each other for months.” “ Colleges learn to live with social media, by Childs Walker, Baltimore Sun”

21. What can USF do? Use E-Communications tools to: Monitor and observe the buzz about your school

22. Monitor, observe and respond Some free options: Google Alerts Facebook pages in Google real-time search Tweetscan for Twitter

23. What can USF do? Use E-Communications tools to: Monitor and observe the buzz about your school Bring your content to where your target groups spend their time

24. Bring content by email 88,000 alumni 30,000 email addresses Working email addresses: Ca. 50% Opening rate: 30% Forwarding: 8% Click-through: 5%

25. Bring content by email Five steps of email design: From Name Subject Line Preview Pane Opened Email (Pre-Scroll) Full Email

26. Bring content by social media LinkedIn alumni group: 4,361 Updated: 03/30/10

27. Bring content by social media LinkedIn alumni group: 4,361 Facebook fan page: 3,407 Updated: 03/30/10

28. Bring content by social media LinkedIn alumni group: 4,361 Facebook fan page: 3,407 Facebook alumni group: 1,469 Updated: 03/30/10

29. Bring content by social media LinkedIn alumni group: 4,361 Facebook fan page: 3,407 Facebook alumni group: 1,469 Twitter feed @usfca: 486 Updated: 03/30/10

30. Bring content by social media LinkedIn alumni group: 4,361 Facebook fan page: 3,407 Facebook alumni group: 1,469 Twitter feed @usfca: 486 YouTube Channel usfcalifornia: 1,038 views Updated: 03/30/10

31. Bring content by social media LinkedIn alumni group: 4,361 Facebook fan page: 3,407 Facebook alumni group: 1,469 Twitter feed @usfca: 486 YouTube Channel usfcalifornia: 1,038 views Total: 9,741 members Avg monthly increase FY’10: +456 Updated: 03/30/10

32. Bring rich media content www.youtube.com/usfcalifornia

33. Bring social content to own Web

34. What can USF do? Use E-Communications tools to: Monitor and observe the buzz about your school Bring your content to where your target groups spend their time Build your school’s brand by participation

35. Branding by participation

36. What can USF do? Use E-Communications tools to: Monitor and observe the buzz about your school Bring your content to where your target groups spend their time Build your school’s brand by participation Cultivate your alumni and friends community

37. Cultivate alumni and friends

38. What can USF do? Use E-Communications tools to: Monitor and observe the buzz about your school Bring your content to where your target groups spend their time Build your school’s brand by participation Cultivate your alumni and friends community Engage and motivate participation

39. Engage and motivate http://www.usfca.edu/blogs/csi

40. Engage and motivate http://blogs.usfca.edu/videocontest

41. What can USF do? Use E-Communications tools to: Monitor and observe the buzz about your school Bring your content to where your target groups spend their time Build your school’s brand by participation Cultivate your alumni and friends community Engage and motivate participation Measure progress

42. Measure progress Let the indicators depend on your goals

43. Measure progress Let the indicators depend on your goals For blogs: Unique visitors, page views, participants/comments

44. Measure progress Let the indicators depend on your goals For blogs: Unique visitors, page views, participants/comments For social networks: Friends/community, participants/comments

45. Measure progress Let the indicators depend on your goals For blogs: Unique visitors, page views, participants/comments For social networks: Friends/community, participants/comments For Web video: Views, participants/comments

46. Measure progress Let the indicators depend on your goals For blogs: Unique visitors, page views, participants/comments For social networks: Friends/community, participants/comments For Web video: Views, participants/comments For Email: Opened, forwarded, click-through, response

47. What can USF do? Use E-Communications tools to: Monitor and observe the buzz about your school Bring your content to where your target groups spend their time Build your school’s brand by participation Cultivate your alumni and friends community Engage and motivate participation Measure progress Keep costs low

48. Keep costs low by DIY My costs so far: Computer and software Email marketing system Video camera and equipment Full time position Utilize student resources Market is good for outsourcing

49. What can USF do? Use E-Communications tools to: Monitor and observe the buzz about your school Bring your content to where your target groups spend their time Build your school’s brand by participation Cultivate your alumni and friends community Engage and motivate participation Measure progress Keep costs low Cooperate within the university

50. 10 tips on how to manage E-Communications

51. My 10 tips Set well-defined and quantifiable goals

52. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly

53. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly Integrate E-Communications tactics in communications strategy

54. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly Integrate E-Communications tactics in communications strategy Think from a user perspective

55. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly Integrate E-Communications tactics in communications strategy Think from a user perspective Don’t reinvent the wheel

56. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly Integrate E-Communications tactics in communications strategy Think from a user perspective Don’t reinvent the wheel Use “show, don’t tell” (rich) content

57. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly Integrate E-Communications tactics in communications strategy Think from a user perspective Don’t reinvent the wheel Use “show, don’t tell” (rich) content Minimize steps of approval to increase speed

58. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly Integrate E-Communications tactics in communications strategy Think from a user perspective Don’t reinvent the wheel Use “show, don’t tell” (rich) content Minimize steps of approval to increase speed URL: Ubiquity first, Revenue Later

59. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly Integrate E-Communications tactics in communications strategy Think from a user perspective Don’t reinvent the wheel Use “show, don’t tell” (rich) content Minimize steps of approval to increase speed URL: Ubiquity first, Revenue Later Be social

60. My 10 tips Set well-defined and quantifiable goals Choose goal-connected indicators and benchmarks and measure regularly Integrate E-Communications tactics in communications strategy Think from a user perspective Don’t reinvent the wheel Use “show, don’t tell” (rich) content Minimize steps of approval to increase speed URL: Ubiquity first, Revenue Later Be social Keep accessible for handheld devices

61. Thomas Listerman [email_address] . edu 415-422.6097 www. facebook .com/university.of.san. francisco www.twitter. com/usfca www. youtube .com/usfcalifornia http://web. usfca . edu