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Tapping into the Social GRID Create a Campus wide Facebook/Social Media Strategy

Internet Strategies Group Spring 2009


Index Introduction

3

Four Phases

4

Admissions

5

Retention/Student Services

6

Career Services

7

Alumni Relations

8

Annual Giving

9

Conclusion

10

About Internet Strategies Group

11

2

Internet Strategies Group

800•805•9413


Tapping into the Social GRID Creating a Campus wide Facebook/Social Media Strategy As you know, Facebook has become a phenomenon on campuses around the world. According to Facebook, today you can expect at least 85 percent of your students to be active members of their online community. Their research indicates the average student spends 15 minutes on the site each time they visit and the majority of the students visit multiple times per day. Students are using Facebook as their primary hub for interaction and communication resulting in email being checked less frequently. Consequently, email has lost the importance it once had and is now considered the way “old people” stay connected with the outside world. Additionally, according to Neilsen, those same students are also foregoing primary WebPages to search for information. Your prospective students, students, fans and alumni are living within online communities. In May of 2007 Facebook introduced the Facebook Platform. Today, due to continuous development and improvements, the Facebook Platform now offers organizations like yours the opportunity to access the data in each of their member’s profiles (all 200 million of them). This means that we can now create a program that uses student supplied data to better serve them. Or, we can use the current data and new data we collect - to provide early warnings to the appropriate staff and administrators of students the institution may be at risk of losing due to “melt” or other factors. This provides the admissions office new opportunities to recruit and connect with prospective students, offers student services the opportunity to implement strategies to better serve, engage and stay connected with students and, even offers the alumni association new ways to maintain relationship with their current alumni base while offering new techniques to connect with those who have disengaged with the institution. Internet Strategies Group has developed a methodology and process that will help each department tap into the data students and the overall audience is sharing on their profile pages. We call this process Tapping into the Social GRID.

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Internet Strategies Group

800•805•9413


There are four phases to Tapping into the Social GRID

Phase I - Assessment and discussion of opportunities • • •

Initial meeting to gain an understanding of goals, current strategies, issues, successes, areas of focus for 2009 Research competitors and identify best practices. Follow up meeting to discuss opportunities and options available by using the Facebook, Twitter, mobile phones and other sites that support the Open Social Platform in the following areas:

Phase II - Design This phase will have minimal departmental involvement but will require ISG to periodically contact department personnel to gain input and suggestions from time to time. In this phase, Internet Strategies Group will storyboard the initiatives and create an outline that a programming team will be able to follow. Phase III - Develop During this phase, ISG will coordinate with the programming team (programming will be done either within the university, by ISG or a combination of both) and keep departmental team members aware of progress. Phase IV - Distribute While we expect viral marketing will encourage a quick uptake of the programs, ISG will lead discussions and present ideas on how to increase participation in the tools and services we develop around social networking strategy.

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Internet Strategies Group

800•805•9413


Admissions

Your admissions office will be among the first that will benefit from a comprehensive strategy using the Facebook Platform. Using our proven methodology we’ll help you design an API (a program) that your prospective students can use during the admissions recruitment process. We’ll help you develop a Facebook API for your admissions office to: 1. 2. 3. 4.

Automatically deliver admission news to prospective student’s Facebook newsfeed Connect prospective students by providing “friend suggestions.” Deliver birthday and seasonal eCards to prospective student’s profile page Give students the ability to identity information they are interested in and then automatically deliver it to their social networking profile pages 5. Alert club presidents via their Facebook profile page of students interested in their organization 6. Enable current students, alumni and faculty to recruit students 7. Capture video, text and audio testimonials of faculty, alumni, students and offer them to prospective students and parents via RSS, API, Facebook Inbox and email The end result? We’ll help you: 1. 2. 3. 4. 5.

Reduce the cost to recruit students Increase your brand and reputation Increase recruitment of international, out of state and targeted students Increase inquiries, applications and admits Reduce applicant drop off or “melt” by developing an early sense of community, connectedness and belonging 6. Increase admission counselors contact with prospective students and their parents 7. Reduce software development and support costs You need to be where your prospective students are…ONLINE! Contact us for details!

5

Internet Strategies Group

800•805•9413


Retention/Student Affairs

With nearly 90 percent of your students using Facebook and spending at least 15 minutes per session each time they visit, you have an opportunity to use the Facebook Platform to help them with their homework, find jobs, mentors and expand their circle of friends. We’ll help you develop a Facebook API for student affairs to: 1. Use Facebook to build sub-communities for clubs/organizations, residence halls, academic departments, etc 2. Identify opportunities to use social networking tools and online video tools to encourage online “tutoring” and learning communities 3. Provide friend “suggestions” of students on campus they should meet. 4. Provide students a ride board tool using Google Maps 5. Allow students to post part time jobs they are aware of at the companies they work at. 6. Help students find alumni mentors 7. Help each club and organization give students more recognition for their participation in their events and activities The end result? You’ll be able to: 1. 2. 3. 4. 5. 6. 7. 8.

Increase the student retention rate Widen the students circle of friends Increase networking Better serve students Provide tools to help students get jobs Increase participation in campus events and activities Provide tutoring help “on demand” Push information more efficiently, economically and quicker

You have a unique opportunity to better serve your students and increase retention all by tapping into the infrastructure and data your students are sharing on Facebook! Contact us to help you do this today! 6

Internet Strategies Group

800•805•9413


Career Services

At most colleges, less than 30 percent of the graduates ever visit the career center. Your college is turning out fantastic students, but few are prepared to handle basic interviewing techniques or know how to network. As a result 70 percent of students are unprepared to enter the job market. You have an opportunity to tap into the Facebook Platform and build an API that will give students these skills. We’ll help you develop a Facebook API for career services to: • • • • • • •

Automatically notify students about career events and activities to their Profile page Connect the surrounding community and companies alumni work at with the Career Services office. Inform students about internships and mentoring opportunities Allow registration for events and remind them of the event through Facebook Provide a steady stream of career management information to students Profile Page Send eBirthday cards and other greetings Notify graduating seniors of deadlines

The end result? You’ll be able to: 1. 2. 3. 4. 5.

Increase student participation Make it easier for your employers to participate Increase the number of employers participating Connect students with employers more effectively Increase access to your existing programs and resources

Your graduating seniors need to stand out in a very difficult job market. By reaching them where they are, (on Facebook) you will be able to affect more lives and help more graduates start in the career of their choice. You don’t have to figure this out on your own. Contact us to help you develop your Facebook API strategy today! 7

Internet Strategies Group

800•805•9413


Alumni Relations

First there was the alumni print directory. Then alumni associations decided to put it online to connect and engage alumni. But a funny thing happened... nobody came. Today alumni online communities are virtual ghost towns that colleges are investing large sums of money in. While the alumni online community appeared to be the right thing to do at the time, Facebook, MySpace, and YouTube did not exist. Today, you need to build your alumni online community where your alumni are at – on Facebook! We’ll help you develop a Facebook API for alumni relations to: 1. Network alumni at a lower cost via automated systems that already exist. (i.e. Friend “suggestions” will provide information on alumni near you, with the same hobbies, interest, same job title, industry, etc) 2. Help alumni do business with each other and design interfaces to make it easier 3. Deliver news and information in the form of videos, audio, articles or experts to help alumni with transitions in their lives. (first job, home, child, retirement, job loss) 4. Use Webinars to bring career and networking experts to alumni. 5. Develop a volunteer center that provides volunteers the tools they need and automated reports to update supervisors (i.e. calling alumni to attend events, become a volunteer, network with others) 6. Provide “virtual” homecoming/reunion experiences to alumni who can’t attend The end result? You’ll be able to: 1. 2. 3. 4. 5. 6.

Engage and involve young alumni Gather more data from all alumni Expand alumni network of business connections Increase participation in events and activities Reduce software development and support costs Find that elusive pool of alumni that have disengaged from the institution

Your alumni online community is a ghost town. If you really want to engage and involve your alumni, you need to need to be where they are at – on Facebook! 8

Internet Strategies Group

800•805•9413


Annual Giving

Non profits are learning to use social media and most are doing an incredible job with it. What about your annual giving program, major gifts development and Capital Campaign? Are you using Facebook and other social media to challenge friends, give recognition and accept contributions? Call centers and direct mail are old school fundraising. You need new strategies to be where your contributors are at! We’ll help you develop a Facebook API for your Advancement/Annual Giving office to: 1. 2. 3. 4. 5. 6. 7.

Provide and allow contributors to share why they gave via audio, video and text Give contributors the ability to challenge their Facebook classmates and friends to give Deliver campaign news, results and display the campaign thermometer on the contributor’s Facebook profile page Discuss techniques to give more recognition to contributors on their profile pages and the institutions man Facebook page. Develop effective online “buy a brick” programs or “honor rolls”. Identify online techniques to increase stewardship and develop API’s to support them Review techniques and programs to give students $5 a month giving programs

Upon implementation, expect this process to: 1. 2. 3. 4. 5. 6.

Dispel the reoccurring hurdle of “...why do I only hear from you when you want money?” Provide more recognition to contributors Get young alumni involved through small monthly gifts and volunteer marketing Find new contributors Increase news, information about needs and outcome Reduce processing fees, postage, printing, and mailing cost by taking more contributions online

You can save money, find new contributors and recognize your contributors with less effort by building an annual giving Facebook API. 9

Internet Strategies Group

800•805•9413


Conclusion We’ve identified 34 ways your college should be using Facebook to better serve your overall audience [prospective students, current students, parents, faculty, staff, alumni, donors, surrounding community, and institutional friends] and help you reach your goals. Your admissions, student services, career services, alumni and advancement/annual giving offices should be adopting a Facebook strategy. Internet Strategies Group is an experienced consultancy that can help you identify which of these and hundreds of other strategies are right for your organization. We can help you implement strategies faster, with less efforts and costs. More importantly we know what works and what doesn’t work. A Facebook API designed by ISG will be successful. Within 90 days, we can help you reap the benefits of these strategies. Waiting is not an option.

Contact us today at 800-805-9413

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Internet Strategies Group

800•805•9413


About Internet Strategies Group Internet Strategies Group helps organizations worldwide to create comprehensive Internet strategies using social media, online community, mobile phones and emerging Internet strategies. Expert implementation consultants of the Facebook and Open Social Platforms

Internet Strategies Group 3074 Whitetail Ct. Richfield, Ohio 44286 800-805-9413

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Internet Strategies Group

800•805•9413


Tapping into the Social Grid - Campus Wide  

This document gives a basic overview of the process we go through with our clients during the consulting process

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