Post on 26-Mar-2015
Social Networking: What is it and where does it fit in the
Alumni world?
HigherEdBlogCon
April 2006
Go Gators!2006 NCAA Men’s Basketball National Champions
What is Social Networking? What are the benefits to the alum? What are the benefits to Alumni
Organizations? Where does the Social Network fit? Case Study: University of Florida
Agenda
Social Network:• A structure made of nodes (individuals) which
are connected to one another through various social relationships
- Small World Experiment, Stanley Milgram
- Strength of Weak Ties, Mark Granovetter
• 6 Degrees of Separation (or Kevin Bacon)
Definition
Primary Functions• Search
- Beyond static
• Communicate- Alum to alum
Concept: “Who I am and who I know”
Functionality
Open/Public: • Anyone can join
- Facebook (.edu address doesn’t authenticate a name and class year)
- Linkedin- MySpace- Friendster
Closed and Branded: • Restricted access and branded for a specific organization• Based on trusted University brand• Integration with University database
- inCircle Privacy Settings:
• Strict opt-in settings keep information private until user opts to share with friends, friends of friends, etc.
Types
Social Networking
in Higher
Education
Private Networks Combine
* Dynamic * Branded * Authenticated* Secure * Integrated * Scalable
• No Authentication• Lack Privacy• Lack Security• Lack Affinity• Advertising
Public Social NetworksPublic Social Networks Traditional Alumni SolutionsTraditional Alumni Solutions
• Print Focus• Static Directories• Slow Development• Not Scalable• Not User Friendly
Authenticated, Trusted Social Network with your Brand at the
center
Technology Attitude• Place a high value on science and technology• Take technological advances of the 90’s for granted• Think not enough technology in the world today• They are the “now” generation; have not learned to be patient
Generational Shift• In greater world and higher ed• Impact on Communication Styles
- Want electronic, online communications
Definitions of “Community” are changing• Community• Connectivity• Availability
Understanding Millennials
Generational Landscape
WW1
1901-1924
Silent
1925-42
Boomers
1943-60
X-ers
1961-81
Millennials
1982 - 2002
Books
Newspapers
Radio
Newspapers
Radio
TV
Pinball wizards
TV
Audiotapes
VCRs
Videogames
Cell phones
Personalizedmultimedia
Instantcommunication
Internet
Source: Narissa Bentley, University of Melbourne
Technology Trends
Ubiquitous Technology• Technology is being embraced by your
constituents - now take advantage of it! AOL Survey, November 2005
• Two-thirds of 13-21 year olds use IM more than email
Forrester Research, December 2005• 83% of 12-21 year olds use IM compared to
32% of adults
Recent Graduate Trends
US population of college graduates continues to rise• Between 1990 and 2004 the proportion of adults with
a bachelor’s degree increased from 21% to 28% - Institute of Education Sciences U.S. Department of Education, National Center for
Education Statistics: Digest of Education Statistics, 2004
• 28% of US population = approximately 84 million alumni
Single biggest concern of recent college graduates is finding a job/career
83% ranked a career center as “somewhat” or “very” important for web sites targeting recent college graduates
• 2005 eGrad Graduate Survey, Y2M: Youth Media and Marketing Networks, January 2006
Applicant Student Recent(0-15yrs)
Mature(Professional/Family)
Senior(Retired)
Alumni Distribution
Alumni Life CycleSanta Clara University
45%50%
5%
- Santa Clara University, 2005
Where does a Social Network fit?
Alumni Communications:• Organization to Alumni• Alumni to Alumni
Static Applications will no longer attract your alumni
The Centerpiece of your offering must be dynamic and individualized
Thank You
abe@affinityengines.com
University of Florida Alumni Association
“Gator Nation Network”
Katie SeayDirector of Membership and Marketing,
UF Alumni Association
Case Study
UFAA Case Study
Background Motivations Social Networking Value Implementation Measuring Success
Who is the UFAA?
Established in 1906 Over 300,000 Alumni
• 50 States• 100 Countries
Successful Programs• Gator Clubs• Student Alumni Association• Back to College• Affinity credit card, travel, merchandise
Our Mission
• Foster and enhance the relationship between the University of Florida and its alumni and friends
• Support the University's mission of teaching, research, and service
Overall goals for Alumni Services
Build & Sustain relationships among alumni
Increase interaction between alumni and current students
Gather updated information Satisfy alumni needs
• Services offered need to be functional• Services must be consistent with our overall
mission
Previous Offerings
UFAA web site Online Directory UF Today Magazine Gator Clubs Gator News e-mail newsletter Outreach Speakers Program
Changing Trends
Successful Outreach requires new methods• Increasing demand for electronic and online
communication• Need to have compelling features/services
that are actually useful• Services need to be real-time to match user
expectations
GNN Value
Exclusive social networking environment
Find and communicate with fellow alumni
Simple, fun, always available Share photos, blogs, thoughts Find jobs, housing, advice, etc. Stay in touch/re-connect with
fellow alumni
Offer valuable service to our students and alumni
Integration with our legacy database for data collection
Promotes our Brand Scalable technology allows for
rapid feature enhancements, no work for UFAA staff
Easy to launch, very minimal setup time/effort, maintained by AEI
Content created by users, no work for UFAA staff
For the User For the UFAA
Value to Alum
User-centric• Relevant & Individualized• Dynamic Content• Valuable Information and Opportunities
Private & Trusted• All Users are Authenticated• Relationship Based
Reconnect• Classmates• Organization
Relocate• Regional Chapters• Roommates• Advice
Find Services• Jobs• Experts
Share Media• Photos• Blogs• Journals• Messages
Alum Use Cases
User Profile
Industry Groups
Mapping your network
Jobs
Value to Institution
Mission• Connecting alumni with each other and university
Data• Contact updates collected • Integration with backend database• Integration with institutional communication tools
Brand• All value derived by users goes to us
Leverage• Alums helping alums
Scale• Technology moves fast• We want to stay on the forefront
AlumniParticipation
More and Better Alumni
Data
Engaging AlumniServices
Better Services = More User Data = Enhanced Marketing Efficacy
Value to Association
GNN
Social Networking & UFAA
June 1, 2005: UFAA online offerings• Web site• Broadcast email communications• Online Directory• Gator Clubs
Why social networking?• Grassroots alumni connections• Targeted “pre-qualified” networking• Updated contact information• Connect Undergrads and Alumni for professional opportunities
Why Affinity Engines?• Market leader for private label social networks• Established product and customer list• Closed and exclusive to Alumni & Friends from Florida• All users are authenticated• The UFAA receives all resulting data updates• Strengthens Gator Nation Brand
Affinity Engines Implementation
Evaluation process• Technology that works• Staying current, incorporating new technology
Vendor relationship• Technology Partnership• Product enhancements• Client Services
Implementation timeline• Signed: June 2005• Site delivered: August 2005• Launched: November 2005
Additional In-office Resources • 10 hours of customer service a week (registration and other
issues)
Measuring Success
More Alumni involvement• On & Off-line
Helping Alumni find jobs Data Updates User Registrations Site Traffic
GNN Stats
Over 13,500 Registered Users Over 800,000 Profile views Over 220,500 Personal information
updates (phone, email, interest, etc.) Over 150,000 friend invites sent with 85%
acceptance rate Over 500 Groups created 385,000 page views in March
Customer Feedback
Jason, Class of ’91• “The Gator Nation Network is the most effective way to communicate and
network with fellow Gators. It has been an excellent tool for me to make connections.”
Mark, Class of ‘90• “I wanted to let you know that GNN is a great way for alums to stay connected
with old friends and to UF. I live in South Florida and really enjoy the social and professional networking opportunities afforded through this tool. Thanks for creating this fabulous network.”
Stefanie, Class of '98• “Being out of the country, GNN is the best way to stay connected to the Gator
Nation. It has also been helpful in finding Gators in other parts of the world. I love it!”
Sarah, Class of 2006• “Being in school when facebook was popular, GNN is a great way for younger
alumni to stay connected to UF. It is also the best professional and social community out there.”
Thank You!
Go Gators!
Affinity Engines, Inc.• Abe Geiger• (650) 810-1512• abe@affinityengines.com• www.affinityengines.com
UFAA• Katie Seay• Director of Membership
and Marketing• (352) 392-8901• kseay@uff.ufl.edu• www.ufalumni.ufl.edu