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How to get social with your alumni


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How to get social with your alumni

  1. 1. How to get social with your alumni Christina Sponselli @cal business manager & social media evangelist UC Berkeley
  2. 2. What is social media? 1. Communication in the form of conversation, not monologue. 2. Participants in social media are people, not organizations. 3. Honesty and transparency are core values. 4. It's all about pull, not push. 5. Distribution instead of centralization. -Dion Hinchcliffe
  3. 3. Data points
  4. 4. <ul><li>People </li></ul><ul><li>Objective </li></ul><ul><li>Strategy </li></ul><ul><li>Technology </li></ul>POST Photo: Flickr’s Rich Lewis [busy, busy, busy...]
  5. 6. Why have your own community? Control. <ul><li>Control of data </li></ul><ul><li>Control of user experience </li></ul><ul><li>Control of services offered </li></ul><ul><li>Control of integrations </li></ul><ul><li>Control of partnerships </li></ul>
  6. 7. Why not have your own community? Responsibility. <ul><li>Responsible for data </li></ul><ul><li>Responsible for user experience </li></ul><ul><li>Responsible for services offered </li></ul><ul><li>Responsible for integrations </li></ul><ul><li>Responsible for partnerships </li></ul>
  7. 8. Data is king Remember that when dealing with vendors or potential partners Data is king Remember that when working with vendors or potential partners
  8. 9. Strategy Photo: Flickr’s vaXzine
  9. 10. Prepare <ul><li>Community policies </li></ul><ul><ul><li>Legal process </li></ul></ul><ul><ul><li>Communication process </li></ul></ul><ul><ul><li>Data process </li></ul></ul><ul><ul><li>Employees using social media </li></ul></ul><ul><li>Point people within organization </li></ul><ul><li>Crisis strategy </li></ul><ul><li>Voice of communications </li></ul><ul><li>Identify scopes of work </li></ul><ul><li>Look at competitors and others from your institutions </li></ul><ul><li>Focus energy, define goals </li></ul>
  10. 11. Pick and choose Facebook Fan Page for communications Flickr Alumni-generated photo pool YouTube Cache of help videos for @cal Twitter Communications, connection, customer service
  11. 12. Life stages
  12. 13. Jewels in crown + core services <ul><li>Career networking </li></ul><ul><li>Email forwarding service </li></ul><ul><li>Other services only available from the University </li></ul><ul><ul><li>Transcript </li></ul></ul><ul><ul><li>Library Services </li></ul></ul>
  13. 14. Email forwarding screen in @cal
  14. 15. Log in metrics for @cal
  15. 16. Photo: Flickr’s wendzday01 Map efforts to events <ul><li>Sporting events, especially against rivals </li></ul><ul><li>Reunions and homecomings </li></ul><ul><li>University rankings </li></ul><ul><li>Prestigious awards, such as Nobel </li></ul><ul><li>Spring graduation </li></ul>
  16. 17. Class of 2009 Sweepstakes
  17. 18. Customer service Photo: Flickr’s smileygeekgirl (back soon)
  18. 19. Using Twitter
  19. 20. Using Twitter for customer service
  20. 21. Using YouTube to host videos
  21. 22. Connect the dots Photo: Flickr’s boost.dependent <ul><li>Various web sites across campus </li></ul><ul><li>Supporting annual programs efforts </li></ul><ul><li>Building relationships with other campus units </li></ul><ul><li>Promoting events from around the campus before, during, and after the events </li></ul>
  22. 23. Tools <ul><li>Metrics, usually built into applications </li></ul><ul><li>URL shortcuts </li></ul><ul><ul><li>Bitly, </li></ul></ul><ul><ul><li>Owly, </li></ul></ul><ul><li>Clients for desktop and mobile </li></ul><ul><ul><li>Hootsuite, </li></ul></ul><ul><ul><li>Tweetdeck, </li></ul></ul><ul><ul><li>Tweetie for iPhone, iTunes Store </li></ul></ul><ul><li>More apps reviewed by Mashable, </li></ul>Photo: Flickr’s yonatan zur
  23. 24. Reading <ul><li>Andy Shaindlin, </li></ul><ul><li>Beth Kanter, </li></ul><ul><li>Jeremiah Owyang, </li></ul><ul><li>Read, Write, Web, </li></ul><ul><li>Mashable, </li></ul>Photo: Flickr’s Aeioux
  24. 25. Christina Sponselli @cal, great minds online [email_address]