Intr Alumni Case 2009 Presentation

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Presentation held at CASE conference last week in Liverpool.

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  • The home page is t he first page members see when they access the university portal. It provides alumni with with an overview of News, Events (one-click registration), Photos etc. Different content for different members: -Increased value through relavant nature of information -Communities application allows for specification upon various criteria ensuring relevance of information
  • The home page is t he first page members see when they access the university portal. It provides alumni with with an overview of News, Events (one-click registration), Photos etc. Different content for different members: -Increased value through relavant nature of information -Communities application allows for specification upon various criteria ensuring relevance of information
  • Aujourd’hui, plus de 50 clients Universités les plus prestigieuses
  • The home page is t he first page members see when they access the university portal. It provides alumni with with an overview of News, Events (one-click registration), Photos etc. Different content for different members: -Increased value through relavant nature of information -Communities application allows for specification upon various criteria ensuring relevance of information
  • The home page is t he first page members see when they access the university portal. It provides alumni with with an overview of News, Events (one-click registration), Photos etc. Different content for different members: -Increased value through relavant nature of information -Communities application allows for specification upon various criteria ensuring relevance of information
  • Intr Alumni Case 2009 Presentation

    1. 1. Re-activating your alumni with Web2.0 tools and targeted communication Stephan Herrlich Managing Director IntraWorlds GmbH August 2009 Liverpool, United Kingdom CASE Conference
    2. 2. About the speaker <ul><ul><li>Co-Founder of IntraWorlds , defined and built the first prototype in 2001 </li></ul></ul><ul><ul><li>As Managing Director responsible for operations and customer support </li></ul></ul><ul><ul><li>Implemented and developed 50 alumni networks and close to 100 social online platforms across Europe </li></ul></ul><ul><ul><li>Clients include the WHU Beisheim school of Management, the University of Munich (LMU), ESCP Europe, VU University Amsterdam, and University of Geneva </li></ul></ul><ul><ul><li>Stephan Herrlich </li></ul></ul><ul><ul><li>Managing Director </li></ul></ul><ul><ul><li>IntraWorlds GmbH </li></ul></ul>
    3. 3. Agenda Some statistics on changes in online behaviour IntraWorlds conceptual approach and offering Case Study 1: University of Munich (LMU) Case Study 2: WHU – Otto Beisheim School of Management
    4. 4. Relative growth in reach of online sectors Nielsen reports global reach of member communities has increased from 61.4% in 12/07 to 66,8% in 12/08 – communities growing faster than any other Internet activity. Source: Nielsen Report „Global Faces and Networked Places” Reach 12/07 Reach 12/08 84,0% 85,9% 83,4% 85,2% 72,0% 73,4% 61,4% 66,8% 62,5% 65,1% Global growth in user reach by online sector (12/08 vs. 12/07)
    5. 5. Member communities across Europe Germany and Switzerland have comparatively low reach of 51% as of 12/08, but growing strongly ; Spain and Italy with top adoption rates of 73-75%. Source: Nielsen Report „Global Faces and Networked Places” 12/2007 12/2008 Importance of member communities
    6. 6. Reach of member communities by age The audience composition of Member Community websites is shifting from the young to the old – good news for alumni management. Source: N ielsen Report „ Global Faces and Networked Places” Change in Unique Audience Composition from 12/07 to 12/08
    7. 7. Agenda Some statistics on changes in online behaviour IntraWorlds conceptual approach and offering Case Study 1: University of Munich (LMU) Case Study 2: WHU – Otto Beisheim School of Management
    8. 8. IntrAlumni – solution for alumni management Community Platform User management Access groups Communities Organizational structure Content management Newsletter and Mails Social networking Registration management IntraWorlds offers its software as a service. The community platform can be extended by optional modules . Corresponding value added services are available. Software as a Service Hosting Maintenance Support Updates Security Availability
    9. 9. Home Source: IntraWorlds Demo Portal The home page acts as a dash-board and aggregates everything that is new in the community on a personal level.
    10. 10. Virtuous Circle of Community Management Identify and engage as many of your alumni as you can. Create value for your alumni through relevant content and services. Achieve results that benefit your University. IntraWorlds supports its customers in accelerating the virtuous circle of reach, content, and results.
    11. 11. Virtuous Circle: Reach Success metrics Identify and engage as many of your alumni as you can. <ul><li>% of alumni population in your database </li></ul><ul><li>% of alumni with valid e-Mail address </li></ul><ul><li>% of alumni subscribing to newsletter </li></ul><ul><li>% of alumni with access to online portal </li></ul><ul><li>Each of the above by graduation year, region, and discipline </li></ul>Tools <ul><li>Proprietary database at University or alumni organization </li></ul><ul><li>Conversion of graduates </li></ul><ul><li>Groups in open social networks, e.g. linked-in, facebook </li></ul><ul><li>Viral marketing – “tell-a-friend” </li></ul><ul><li>Online marketing – e.g. links on University home page </li></ul>
    12. 12. Virtuous Circle: Content Success metrics Create value for your alumni through relevant content and services. <ul><li>% of alumni following content created by editors </li></ul><ul><li>Amount of user generated content, e.g. comments, event registrations, photos, discussions </li></ul><ul><li>Number of alumni engaging in editorial work (news, events, photo galleries) </li></ul><ul><li>Number of jobs filled through alumni career service </li></ul>Tools <ul><li>Create multimedia content on alumni </li></ul><ul><li>Recruit editors at all levels of the organization </li></ul><ul><li>Foster a culture of openness and trust to spur user generated content </li></ul><ul><li>Offer value added services such as member benefits and jobs </li></ul><ul><li>Distribute content in a personalized way </li></ul>
    13. 13. Virtuous Circle: Results Success metrics Achieve results that benefit your University. <ul><li>% of alumni organized in alumni association (and paying member fees) </li></ul><ul><li>Total and average donations by alumni </li></ul><ul><li>Alumni acting as brand ambassadors and actively referring students </li></ul><ul><li>% of alumni participating in activities such as career mentoring for students </li></ul>Tools <ul><li>Differentiated offerings for members (premium account) </li></ul><ul><li>Easy to use and attractive online fundraising and campaign management </li></ul><ul><li>Viral marketing in open social networks </li></ul><ul><li>Online space for student and alumni interaction and mentoring </li></ul>
    14. 14. Agenda Some statistics on changes in online behaviour IntraWorlds conceptual approach and offering Case Study 1: University of Munich (LMU) Case Study 2: WHU – Otto Beisheim School of Management
    15. 15. Case Study: University of Munich (LMU) <ul><li>500 years of tradition </li></ul><ul><li>One of the leading research universities in Europe </li></ul><ul><li>18 faculties, 700 professors, 3.300 academic staff </li></ul><ul><li>44.000 students studying 150 subjects </li></ul><ul><li>Awarded three lines of funding in German „Excellence Initiative“ </li></ul>Ludwig-Maximilians-University in Munich – a University with a long tradition and excellent reputation. Background
    16. 16. Case Study LMU: Objectives <ul><li>Enable LMU to build live-long-relationships with their students </li></ul><ul><li>Build on success with LMU Management Alumni association </li></ul><ul><li>Create one destination for alumni across faculties and organizations </li></ul><ul><li>Support de-central alumni organizations to more effectively interact with their members </li></ul><ul><li>Enable career service and fundraising efforts both centrally and de-centrally </li></ul>Building upon an introduction of IntrAlumni in the faculty of Business Administration in 2005, develop a University wide alumni presence Key Objectives
    17. 17. Case Study LMU: Approach A balance was found to reap the benefits of a central alumni destination while ensuring autonomy for alumni organizations <ul><li>Put interests of de-central organizations first </li></ul><ul><li>Allow alumni organizations to opt-in </li></ul><ul><li>Enforce corporate identity </li></ul><ul><li>Implement alumni organizations as sub-networks of a central alumni destination </li></ul><ul><li>Offer quarterly implementation waves allowing organizations to continuously join </li></ul><ul><li>Regularly meet with all core administrators and vendor to discuss progress, challenges, and next steps </li></ul>Approach taken
    18. 18. Case Study LMU: Approach illustrated (1/3) A balance was found to reap the benefits of a central alumni destination while ensuring autonomy for alumni organizations Launch 1 Launch 2 Launch 3 Wave 1 Wave 2 Wave 3 Steering Meetings Implementation waves 10 / 08 11 / 08 12 / 08 01 / 09 02 / 09 03 / 09 04 / 09
    19. 19. Case Study LMU: Approach illustrated (2/3) Network structure Design A balance was found to reap the benefits of a central alumni destination while ensuring autonomy for alumni organizations …
    20. 20. Case Study LMU: Approach illustrated (3/3) Data model All LMU networks feed from the same index of data values, but still fully control their data model
    21. 21. Case Study LMU: Results (1/3) Since the launch of the IntraWorlds platform, the number of users in the system has increased by 50% Number of users of LMU alumni portal
    22. 22. Case Study LMU: Results (2/3) Data analyses reveal true successes and allow sharing best practices. Number of users / yearly graduates Uniques in past month / total number of users Visits per unique user per month Clicks per visit Faculty A Faculty B Faculty C Faculty A Faculty B Faculty C Faculty A Faculty B Faculty C Faculty A Faculty B Faculty C
    23. 23. Case Study LMU: Results (3/3) Across the success metrics, a number of recommendations has emerged in order to improve performance. Number of users / yearly graduates Uniques in past month / total number of users Logins / unique user Clicks / Login <ul><li>Actively recruit graduates (year-book!) </li></ul><ul><li>Run friendraising campaigns </li></ul><ul><li>Drive word of mouth </li></ul><ul><li>Implement regular infomail </li></ul><ul><li>Improve design of infomail </li></ul><ul><li>Increase relevancy of content </li></ul><ul><li>Widen scope of activities and services </li></ul><ul><li>Make it fun to use repeatedly </li></ul><ul><li>Add content as frequently as possible (i.e. recruit editors) </li></ul><ul><li>Deepen content on offer </li></ul><ul><li>Include more pictures </li></ul><ul><li>Allow users to add their own content </li></ul>Overall: Make it as emotional as possible
    24. 24. Customer quote <ul><li>“ IntraWorlds is clearly a leading provider of social networking solutions. […] Based on my experience in entrepreneurial management I do recommend and fully endorse IntraWorlds as a highly innovative, very well managed and technologically strong partner in launching and maintaining social networking solutions.” </li></ul>Prof. Dietmar Harhoff, Ph.D. Director of the Institute of Innovation Research, Technology Management and Entrepreneurship LMU Munchen
    25. 25. Agenda Some statistics on changes in online behaviour IntraWorlds conceptual approach and offering Case Study 1: University of Munich (LMU) Case Study 2: WHU – Otto Beisheim School of Management
    26. 26. Case Study 2: WHU in Koblenz <ul><li>Private business school founded in 1984 </li></ul><ul><li>First German university to receive EQUIS accreditation </li></ul><ul><li>Consistently ranked among Germany‘s top business schools </li></ul><ul><li>InPraxi, the alumni association of the business school, was founded in 1988 by the first graduates </li></ul>WHU Otto Beisheim School of Management – a business school in the heart of Germany. Background
    27. 27. Case Study WHU: Objectives and Challenges <ul><li>Provide a central database for alumni contact data </li></ul><ul><li>Let alumni self-administer their data </li></ul><ul><li>Allow alumni to interact online and share information and pictures </li></ul><ul><li>Support fundraising efforts </li></ul><ul><li>Enable career services such as job boards and agents </li></ul><ul><li>Help its regional chapters self-organize </li></ul>The project started in 2001 to create an online home for an already vibrant offline alumni community Key Objectives
    28. 28. Case Study WHU: Approach InPraxi online portal gradually scaled to encompass all activities and services of the alumni organization. Components of InPraxi‘s alumni platform <ul><li>Marketing of special events </li></ul><ul><li>Career center with attractive job offers </li></ul><ul><li>Integrated fundraising tool </li></ul><ul><li>Additional member benefits </li></ul><ul><li>Multiple languages supported </li></ul>1 1 1 2 2 3 3 4 4 4 5 5
    29. 29. Case Study WHU: Approach Source: IntraWorlds Demo Portal Allow users to become active in the network – and channel the activity and content in groups. Groups structure <ul><li>Set-up group structure that fitted the requirements and needs of alumni (regional, diploma years, and interest) </li></ul><ul><li>Recruit community managers to run activities in these groups </li></ul><ul><li>Allow for best practice sharing among community managers </li></ul>Group results <ul><li>In total, 1250 articles and 600 events created in groups </li></ul>
    30. 30. Case Study WHU: Approach The well-designed InfoMail is a key ingredient of the success of the InPraxi online portal InfoMail characteristics <ul><li>Weekly distribution Sunday-Monday night </li></ul><ul><li>Editorial introduction </li></ul><ul><li>Personalized (based on membership in regional and other interest groups) </li></ul><ul><li>Birthday for the coming week </li></ul><ul><li>Announcements of upcoming events with option to register online </li></ul>InfoMail results <ul><li>Login rates of alumni doubled versus old editorial newsletter, positive feedback </li></ul>
    31. 31. Case Study WHU: Approach Fundraising is campaign driven and targeted at alumni demand. Donor status can be communicated in the profile of each user. Online Fundraising key characteristics <ul><li>Fundraising campaigns targeted at alumni (e.g. “buy a chair”, “1000 faces for the WHU”) </li></ul><ul><li>Cumulative donations translate to status (from bronze to diamant) </li></ul><ul><li>Drive efforts both online and offline (e.g. at alumni events, through student telefone campaign etc.) </li></ul>Fundraising results <ul><li>Larg part of alumni are donators </li></ul><ul><li>Significant individual contributions </li></ul>
    32. 32. Customer quote <ul><li>“ Over the past 6 years, IntraWorlds has proven as a strong partner and dedicated alumni specialist to WHU – Otto Beisheim School of Management. We have highly benefited from IntraWorlds’ technical as well as conceptual competence in the field of alumni management. The IntraWorlds team has always been committed to implementing best of breed alumni management solutions for our school. The team has helped us reach impressive results in establishing and maintaining an active online alumni network around the globe. I would therefore like to encourage colleagues in considering IntraWorlds as their supplier of choice for a specialized, user-friendly and highly reliable alumni platform solution.” </li></ul>Prof. Dr. Michael Frenkel Dean WHU – Otto Beisheim School of Management
    33. 33. Your Contact <ul><li>Stephan Herrlich Managing Director IntraWorlds GmbH Balanstraße 73, 81541 Munich Tel.       +49 (89) 2000 412 14 </li></ul><ul><li>Mob.     +49 (151)52 72 26 14 Skype    s_herrlich Email     [email_address] Web       www.intraworlds.com </li></ul>If you have any questions, please get in touch.

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