Avi Chai Academy Sharefest 1
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Transcript of Avi Chai Academy Sharefest 1
Avi Chai Academy
Sharefest! #1 Featuring:
Westchester Hebrew High School
Solomon Schechter Westchester
SAR Academy
Sharefest! Goals
• A chance to reflect on your own work as you present, and to tell your story
• Gain feedback from your peers and mentors• Learn about the thinking and strategy of
others• See other perspectives and skills in action• Sharing, supporting, learning, inspiring,
challenging!
Westchester Hebrew High School:
P.O.S.T plan
P = People and Persona:
ALUMNI
A) Young Alum:
• College and Just Starting Out – ages 18 – 25, M/F.
• Graduated from WHHS in 2003-2010.
• Most living and studying in the NE corridor (New York, Boston, DC), with very
few in other locations. Some studying in Israel.
• Still have relatively strong connection to school; come back to visit teachers;
attend each others’ smachot, read email newsletters, etc.
• Currently attending undergraduate and graduate programs; recently graduated,
looking for or working at first job.
• Highly tech savvy, with excellent computer and web skills; communicate via
texting, extensive use of Facebook for personal communication and social
media; communicate via email with professors, potential employers and current
employers, networking via LinkedIn.
P = People and Persona:
ALUMNI
B) Career Kicking Off Alum:
• Career Launched and settling down – ages 26 – 32, M/F.
• Graduated from WHHS in 1997-2002.
• Many living in the NE corridor, with some venturing further afield for job
opportunities or as a result of marriage.
• Connection to school has waned; though some with younger relatives still
keep in touch with mild interest. These alumni attend WHHS’ annual alumni
basketball reunion and also stay in touch with their peers, perhaps via
Facebook, LinkedIn or other social media.
• These alumni have been working for 4-10 years; many have married and are
starting families.
• Tech savvy, with extensive computer and web skills; communicate via texting,
use of Facebook (degree unknown) for personal communication and social
engagements; use email and many have iPhones or blackberries
P = People and Persona:
ALUMNI
C) Career & Family Alum:
• More established in career and family – ages 33 plus, M/F.
• Graduated from WHHS in 1996-1970.
• Uncertain as to where these alumni live, though many are located in the
Tri-State area.
• Connection to school varies, but many have lost touch.
• These alumni are mostly established in their careers and have 10+ years
of work experience.
• They are more likely to be involved in various volunteer capacities in their
communities – i.e. synagogues, JCC, secular community organizations.
• Tech knowledge varies with age, so there is a wide range of technical
abilities within this group. Email seems to be common as is Facebook,
though not nearly as prevalent as with the younger groups.
P = People and Persona:
ALUMNI
D) Alumni Parents
• Ages 45- plus, M/F
• Most alumni parents remain local, though some have relocated to
Manhattan and Florida (some are snowbirds).
• Connection to school varies; many have lost touch. A few staunch
supporters remain, usually living in the area. A small number has
become alumni grandparents with their grandchildren attending the high
school.
• Alumni parents are extremely established in their careers, or are retired.
They are often involved in various volunteer capacities in community
organizations.
• Tech knowledge varies with age, so there is a wide range of technical
abilities within this group. Email seems to be common as is Facebook,
though not nearly as prevalent as with the younger groups.
P = People and Persona:
ALUMNI
E) Alumni Grandparents
• Ages 55- plus, M/F
• Alumni grandparents live in the area, as well as Florida.
• Connection to school is weak. Alumni grandparents are mostly retired,
though grandparents of recent alumni are still active in the workplace.
• They are often involved in various volunteer capacities in community
organizations.
• The tech knowledge of this group varies significantly as well, with
younger alumni grandparents savvier and older ones – less so. Some
grandparents rely on facebook and certain photography sites (Snapfish,
etc.) to remain in touch with grandchildren and great grandchildren,
though their abilities with these functions is limited.
O= OBJECTIVES
Alumni:
WHHS Goals:
Find and connect
Engage and involve via Facebook and
alumni events
Become ambassadors and mentors
Become donors and leaders
Their Goals:
Reconnect with classmates and teachers
Forum to remember their days at WHHS
Keep posted about births, marriages,
deaths and other life cycle events
Networking for career and employment
opportunities
Alumni Parents and Grandparents:
WHHS Goals:
Connect
Cultivate and involve via Facebook and events
Ambassadors/loyalty
Become donors
Become leaders
Their Goals:
Pride in children and grandchildren’s
achievements
Hearing about life cycle events
Keep families connected
S=STRATEGYAlumni:
Create opportunities for alumni to connect
with each other and with WHHS teachers
and staff.
Offer a variety of ways for alumni to share
memories of high school days as well as
news events in their lives (births,
engagements, marriages, deaths, etc.).
Support the professional development of
alumni though networking events online and
in person.
Encourage alumni to get involved with
WHHS as mentors, ambassadors and
volunteers.
Raise funds from alumni to support WHHS.
Alumni Parents and Grandparents:
Create opportunities for alumni parents to
connect with each other and with WHHS
teachers and staff.
Offer a variety of ways for alumni parents and
grandparents to share s news events in the
lives of the alumni children and grandchildren
(births, engagements, marriages, deaths, etc.).
Encourage alumni parents and grandparents to
get involved with WHHS as mentors,
ambassadors and volunteers.
Raise funds from alumni to support WHHS.
T=TECHNOLOGY
1. Launch cause page and ask students to develop a supporting YouTube video.
2. Incorporate Facebook page and cause link on all communications and website
3. Consider overhaul of website & if not feasible, consider update of alumni pages.
4. Update website with alumni profiles
5. Import updated contact information once received from Avi Chai Foundation, into database
6. Set up e-mail and other communication templates and schedule for alumni communication.
7. Alumni spotlight in e-newsletter and post on website
8. Conduct picture contest to get alumni to tag themselves
9. Assign staff to post items and to review postings daily and respond with useful info when
needed or facilitate getting info from other WHHS staff
MEASUREMENT
• Reach 80% of viable contact information.
• Increase alumni participation/like of Facebook page by 20%
• Recruit 10 key alumni who serve as gateway to other alumni
• Increase “discussions” on our Facebook page to reach one per month.
• Secure 10 new alumni volunteers to serve on 40th Anniversary Dinner
Committee
• Secure 5 new alumni donors per month (exceeded this via our Cause
Campaign)
• Improve e-mail capture
• Maintain at least a 30% e-mail open rate
BENCHMARKS
Breakdown of Populations Targeted for the Avi Chai Experiment:
ALUMNI
59 No Contact Information at all
388 No Phone Numbers
622 No E-Mail Addresses
821 No Facebook, Linked-in or Twitter Addresses
100-200 Missing Names
Of the Alumni listed with addresses, we know that some addresses are incorrect. The addresses belong to their parents
and mail is not being forwarded.
400 We also have 400 e-mail addresses for alumni but without names
and address contact information. We are unable to link them to a
name in order to put them into the database.
ALUMNI PARENTS AND GRANDPARENTS
3 No Contact Information at all
363 No Phone Numbers
547 No E-Mail Addresses
586 No Facebook, Linked-in or Twitter Addresses
Constant Contact E-Mail Newsletters –
30% Open Rate
Facebook Fans – 154
Total Records in database – 3243
Solomon Schechter Schoolof Westchester
SAREntering the Twitter World
One Tweet @ a Time
Where is Tweeting Taking Place @ SAR?
• SAR Academy – school gave it a try with little effort or promotion– @SARAcademyTrans
• Not active, 92 Followers (about 50% parents, 50% lurkers)
– @SARAcademyNews• Active for 50 tweets and 89 followers – then we questioned value• Was not publicized or pushed• Did not have clear ownership or purpose• Great first attempt
– Next steps– Decisions: Purpose, Ownership, Promotion, Consistency,
• SAR High School– Rabbi Jon Kroll, early adapter and popular HS Administrator
• Followers primarily students• Tweets game scores in real time and then other items
• Development Office (me) in my parent/professional capacity– Junior College trip – Junior two-day trip
Where are we? Where are we going?
• 89 Followers• But who are
they???
Next steps– Decide on:
Purpose Ownership Promotion Consistency
SAR High School
• Posting & Ownership by Assoc Principal Judaic Studies• Began by delivering real-time sporting event scores• 145 Followers, Mostly HS Students, Teachers and
Alumni
Enter Avi Chai Social Media Academy
• Increased knowledge re SM tools• Increased interest• Desire to begin
Parent / Professional Role• Understood that parents had a keen interest in
school programs that their kids were involved in but had no direct access
• Teens often non-communicative• My Relationship spectrum with parents ranges
from personal to professional and everything inbetween
• Opportunity for cultivation without any strings and recipients had high interest level
Looking for the Right Opportunity
• Wanted to start small• Test technology• Assess parent interest in controlled
setting• Spark interest from Administration• Socialize concept and begin the
discussions
Moving Parents to the Twitter World• Challenges:
– Changing behavior requires significant energy
– People who don’t normally tweet and use a smart phone ↑challenge
• Content needs to be relevant, compelling, in this case personal
Making the Content Personal
Results• Lots of buzz, in the office and with a circle of parents• Actual ‘followers’: small number- 4 from the trip but more lurkers
who read posts but were not inclined to register• Thankful parents • More great cultivation• More to talk about with prospects
• In line with the SAR brand, open lines of communication, transparency
Results/Feedback
• Fun• Loved the
pics• Parents
expressed interest and gratitude
• College Counselor now on board
Tweets Can Help Cultivate Relationships, Even after the Fact
ResourcesA few ideas:
The Twitter Guide Book
http://mashable.com/guidebook/twitter/ :
Twitter: I think I get it. Now what do I tweet? http://www.bigducknyc.com/blog/twitter-i-think-i-get-it-now-what-do-i-tweet :
Avi Chai Academy: Tools Workshop 2 http://www.slideshare.net/darimonline/avi-chai-academy-tools-workshop-2
Take a Twitter Audit http://www.chrisbrogan.com/take-a-twitter-audit/
Journal DueToday!
SHIFTS IN MINDSET AND WORK PATTERNS.
We're interested in knowing how your thinking, observations, engagement, planning,
work patterns or creative problem solving is changing.
Email to [email protected]