Techtalk Presentation 033110

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Presentation to USF staff at CIT Tech talk session on March 31, 2010.

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  • Audience: Whole division and Board of Trustee Committee What do I want them to bring home? These are the goals The strategy is based on stats (knowledge) Integrated with all UA work, new dimension Results look good so far
  • Techtalk Presentation 033110

    1. 1. Improving Your E-Communication <ul><li>Thomas Listerman </li></ul><ul><li>E-communications manager </li></ul><ul><li>University Advancement </li></ul>
    2. 2. What do I mean by E-Communications?
    3. 3. My job description <ul><li>Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement. </li></ul>
    4. 4. My job description <ul><li>Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement </li></ul>Email Outreach
    5. 5. My job description <ul><li>Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement </li></ul>Email Outreach Social Media
    6. 6. My job description <ul><li>Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement </li></ul>Email Outreach Social Media Web Video
    7. 7. My job description <ul><li>Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement </li></ul>Email Outreach Social Media Web Video Web Site
    8. 8. My job description <ul><li>Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement </li></ul>Email Outreach Social Media Web Video Web Site Goals and strategy
    9. 9. My job description <ul><li>Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement </li></ul>Email Outreach Social Media Web Video Web Site  Measurable indicators of increased readership and effectiveness Goals and strategy
    10. 10. Why should we care about E-Communications?
    11. 11. Media habits are changing <ul><li>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 . </li></ul><ul><li>http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics </li></ul>
    12. 12. Handheld devices increase <ul><li>In 2009, vendors shipped 174 million smartphones , up 15% from the 151 million in 2008. </li></ul><ul><li>http://www.pcworld.com/article/188610/smartphone_sales_score_record.html </li></ul><ul><li>Internet usage via handheld devices grew by 41% from June 2008 to June 2009. </li></ul><ul><li>http://news.cnet.com/8301-1035_3-10312296-94.html </li></ul>
    13. 13. Personal networks prosper <ul><li>90% of Internet users trust in friends’ recommendations . </li></ul><ul><li>Nielsen Research </li></ul><ul><li>91% of mobile web users and 79% of desktop users socialize on the web. </li></ul><ul><li>http://www.readwriteweb.com/archives/social_networking_now_more_popular_on_mobile_than_desktop.php </li></ul>
    14. 14. Rich media content is expected <ul><li>86% of the Internet population, or </li></ul><ul><li>178 million people, viewed video online in December 2009 . </li></ul><ul><li>http://www.marketingcharts.com/television/online-video-viewing-accelerates-11987 </li></ul>
    15. 15. Communities moved to the Web <ul><li>Facebook for your friends: 400 million users </li></ul>
    16. 16. Communities moved to the Web <ul><li>Facebook for your friends: 400 million users </li></ul><ul><li>Twitter for your followers: 75 million users </li></ul>
    17. 17. Communities moved to the Web <ul><li>Facebook for your friends: 400 million users </li></ul><ul><li>Twitter for your followers: 75 million users </li></ul><ul><li>LinkedIn for your professional network: 60 million users </li></ul>
    18. 18. Communities moved to the Web <ul><li>Facebook for your friends: 400 million users </li></ul><ul><li>Twitter for your followers: 75 million users </li></ul><ul><li>LinkedIn for your professional network: 60 million users </li></ul><ul><li>Google Buzz - may take a share: 177 million users through gmail </li></ul>
    19. 19. How can we use E-Communications in Higher Education?
    20. 20. No doubt about potential <ul><li>” 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.” </li></ul><ul><li>“ Colleges learn to live with social media, by Childs Walker, Baltimore Sun” </li></ul>
    21. 21. What can USF do? <ul><li>Use E-Communications tools to: </li></ul><ul><li>Monitor and observe the buzz about your school </li></ul>
    22. 22. Monitor, observe and respond <ul><li>Some free options: </li></ul><ul><li>Google Alerts </li></ul><ul><li>Facebook pages in Google real-time search </li></ul><ul><li>Tweetscan for Twitter </li></ul>
    23. 23. What can USF do? <ul><li>Use E-Communications tools to: </li></ul><ul><li>Monitor and observe the buzz about your school </li></ul><ul><li>Bring your content to where your target groups spend their time </li></ul>
    24. 24. Bring content by email <ul><li>88,000 alumni </li></ul><ul><li>30,000 email addresses </li></ul><ul><li>Working email addresses: Ca. 50% </li></ul><ul><li>Opening rate: 30% </li></ul><ul><li>Forwarding: 8% </li></ul><ul><li>Click-through: 5% </li></ul>
    25. 25. Bring content by email <ul><li>Five steps of email design: </li></ul><ul><li>From Name </li></ul><ul><li>Subject Line </li></ul><ul><li>Preview Pane </li></ul><ul><li>Opened Email (Pre-Scroll) </li></ul><ul><li>Full Email </li></ul>
    26. 26. Bring content by social media <ul><li>LinkedIn alumni group: 4,361 </li></ul>Updated: 03/30/10
    27. 27. Bring content by social media <ul><li>LinkedIn alumni group: 4,361 </li></ul><ul><li>Facebook fan page: 3,407 </li></ul>Updated: 03/30/10
    28. 28. Bring content by social media <ul><li>LinkedIn alumni group: 4,361 </li></ul><ul><li>Facebook fan page: 3,407 </li></ul><ul><li>Facebook alumni group: 1,469 </li></ul>Updated: 03/30/10
    29. 29. Bring content by social media <ul><li>LinkedIn alumni group: 4,361 </li></ul><ul><li>Facebook fan page: 3,407 </li></ul><ul><li>Facebook alumni group: 1,469 </li></ul><ul><li>Twitter feed @usfca: 486 </li></ul>Updated: 03/30/10
    30. 30. Bring content by social media <ul><li>LinkedIn alumni group: 4,361 </li></ul><ul><li>Facebook fan page: 3,407 </li></ul><ul><li>Facebook alumni group: 1,469 </li></ul><ul><li>Twitter feed @usfca: 486 </li></ul><ul><li>YouTube Channel usfcalifornia: 1,038 views </li></ul>Updated: 03/30/10
    31. 31. Bring content by social media <ul><li>LinkedIn alumni group: 4,361 </li></ul><ul><li>Facebook fan page: 3,407 </li></ul><ul><li>Facebook alumni group: 1,469 </li></ul><ul><li>Twitter feed @usfca: 486 </li></ul><ul><li>YouTube Channel usfcalifornia: 1,038 views </li></ul><ul><li>Total: 9,741 members </li></ul><ul><li>Avg monthly increase FY’10: +456 </li></ul>Updated: 03/30/10
    32. 32. Bring rich media content www.youtube.com/usfcalifornia
    33. 33. Bring social content to own Web
    34. 34. What can USF do? <ul><li>Use E-Communications tools to: </li></ul><ul><li>Monitor and observe the buzz about your school </li></ul><ul><li>Bring your content to where your target groups spend their time </li></ul><ul><li>Build your school’s brand by participation </li></ul>
    35. 35. Branding by participation
    36. 36. What can USF do? <ul><li>Use E-Communications tools to: </li></ul><ul><li>Monitor and observe the buzz about your school </li></ul><ul><li>Bring your content to where your target groups spend their time </li></ul><ul><li>Build your school’s brand by participation </li></ul><ul><li>Cultivate your alumni and friends community </li></ul>
    37. 37. Cultivate alumni and friends
    38. 38. What can USF do? <ul><li>Use E-Communications tools to: </li></ul><ul><li>Monitor and observe the buzz about your school </li></ul><ul><li>Bring your content to where your target groups spend their time </li></ul><ul><li>Build your school’s brand by participation </li></ul><ul><li>Cultivate your alumni and friends community </li></ul><ul><li>Engage and motivate participation </li></ul>
    39. 39. Engage and motivate http://www.usfca.edu/blogs/csi
    40. 40. Engage and motivate http://blogs.usfca.edu/videocontest
    41. 41. What can USF do? <ul><li>Use E-Communications tools to: </li></ul><ul><li>Monitor and observe the buzz about your school </li></ul><ul><li>Bring your content to where your target groups spend their time </li></ul><ul><li>Build your school’s brand by participation </li></ul><ul><li>Cultivate your alumni and friends community </li></ul><ul><li>Engage and motivate participation </li></ul><ul><li>Measure progress </li></ul>
    42. 42. Measure progress <ul><li>Let the indicators depend on your goals </li></ul>
    43. 43. Measure progress <ul><li>Let the indicators depend on your goals </li></ul><ul><li>For blogs: Unique visitors, page views, participants/comments </li></ul>
    44. 44. Measure progress <ul><li>Let the indicators depend on your goals </li></ul><ul><li>For blogs: Unique visitors, page views, participants/comments </li></ul><ul><li>For social networks: Friends/community, participants/comments </li></ul>
    45. 45. Measure progress <ul><li>Let the indicators depend on your goals </li></ul><ul><li>For blogs: Unique visitors, page views, participants/comments </li></ul><ul><li>For social networks: Friends/community, participants/comments </li></ul><ul><li>For Web video: Views, participants/comments </li></ul>
    46. 46. Measure progress <ul><li>Let the indicators depend on your goals </li></ul><ul><li>For blogs: Unique visitors, page views, participants/comments </li></ul><ul><li>For social networks: Friends/community, participants/comments </li></ul><ul><li>For Web video: Views, participants/comments </li></ul><ul><li>For Email: Opened, forwarded, click-through, response </li></ul>
    47. 47. What can USF do? <ul><li>Use E-Communications tools to: </li></ul><ul><li>Monitor and observe the buzz about your school </li></ul><ul><li>Bring your content to where your target groups spend their time </li></ul><ul><li>Build your school’s brand by participation </li></ul><ul><li>Cultivate your alumni and friends community </li></ul><ul><li>Engage and motivate participation </li></ul><ul><li>Measure progress </li></ul><ul><li>Keep costs low </li></ul>
    48. 48. Keep costs low by DIY <ul><li>My costs so far: </li></ul><ul><li>Computer and software </li></ul><ul><li>Email marketing system </li></ul><ul><li>Video camera and equipment </li></ul><ul><li>Full time position </li></ul><ul><li>Utilize student resources </li></ul><ul><li>Market is good for outsourcing </li></ul>
    49. 49. What can USF do? <ul><li>Use E-Communications tools to: </li></ul><ul><li>Monitor and observe the buzz about your school </li></ul><ul><li>Bring your content to where your target groups spend their time </li></ul><ul><li>Build your school’s brand by participation </li></ul><ul><li>Cultivate your alumni and friends community </li></ul><ul><li>Engage and motivate participation </li></ul><ul><li>Measure progress </li></ul><ul><li>Keep costs low </li></ul><ul><li>Cooperate within the university </li></ul>
    50. 50. 10 tips on how to manage E-Communications
    51. 51. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul>
    52. 52. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul>
    53. 53. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul><ul><li>Integrate E-Communications tactics in communications strategy </li></ul>
    54. 54. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul><ul><li>Integrate E-Communications tactics in communications strategy </li></ul><ul><li>Think from a user perspective </li></ul>
    55. 55. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul><ul><li>Integrate E-Communications tactics in communications strategy </li></ul><ul><li>Think from a user perspective </li></ul><ul><li>Don’t reinvent the wheel </li></ul>
    56. 56. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul><ul><li>Integrate E-Communications tactics in communications strategy </li></ul><ul><li>Think from a user perspective </li></ul><ul><li>Don’t reinvent the wheel </li></ul><ul><li>Use “show, don’t tell” (rich) content </li></ul>
    57. 57. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul><ul><li>Integrate E-Communications tactics in communications strategy </li></ul><ul><li>Think from a user perspective </li></ul><ul><li>Don’t reinvent the wheel </li></ul><ul><li>Use “show, don’t tell” (rich) content </li></ul><ul><li>Minimize steps of approval to increase speed </li></ul>
    58. 58. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul><ul><li>Integrate E-Communications tactics in communications strategy </li></ul><ul><li>Think from a user perspective </li></ul><ul><li>Don’t reinvent the wheel </li></ul><ul><li>Use “show, don’t tell” (rich) content </li></ul><ul><li>Minimize steps of approval to increase speed </li></ul><ul><li>URL: Ubiquity first, Revenue Later </li></ul>
    59. 59. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul><ul><li>Integrate E-Communications tactics in communications strategy </li></ul><ul><li>Think from a user perspective </li></ul><ul><li>Don’t reinvent the wheel </li></ul><ul><li>Use “show, don’t tell” (rich) content </li></ul><ul><li>Minimize steps of approval to increase speed </li></ul><ul><li>URL: Ubiquity first, Revenue Later </li></ul><ul><li>Be social </li></ul>
    60. 60. My 10 tips <ul><li>Set well-defined and quantifiable goals </li></ul><ul><li>Choose goal-connected indicators and benchmarks and measure regularly </li></ul><ul><li>Integrate E-Communications tactics in communications strategy </li></ul><ul><li>Think from a user perspective </li></ul><ul><li>Don’t reinvent the wheel </li></ul><ul><li>Use “show, don’t tell” (rich) content </li></ul><ul><li>Minimize steps of approval to increase speed </li></ul><ul><li>URL: Ubiquity first, Revenue Later </li></ul><ul><li>Be social </li></ul><ul><li>Keep accessible for handheld devices </li></ul>
    61. 61. <ul><li>Thomas Listerman </li></ul><ul><li>[email_address] . edu </li></ul><ul><li>415-422.6097 </li></ul><ul><li>www. facebook .com/university.of.san. francisco </li></ul><ul><li>www.twitter. com/usfca </li></ul><ul><li>www. youtube .com/usfcalifornia </li></ul><ul><li>http://web. usfca . edu </li></ul>

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