Letting the data drive:

Malmö University

Nätverksträff karriär- och alumnikoordinatorer

How CBS taps into social media to grow a career & alumni strategy

Anne Sluhan

Copenhagen Business School

Office of External Affairs

24 October 2013

Overview

•  Student life cycle

•  Copenhagen Business School & Office of External Affairs

•  Alumni in the rest of the world

•  Alumni in Denmark

•  Alumni@CBS – background, concept, structure

•  Alumni landscape

•  Gains

•  Q & A

Student life cycle – from cradle to grave

When your ‘customer’ is also your product …

Further education

Admissions process Alumni involvement

Active studies

CRADLE GRAVE

Prospective student

Enrollment Graduation

Career development

Time

Copenhagen Business School (CBS)*

•  Founded in 1917 by business leaders in Denmark

•  Situated in Copenhagen (Frederiksberg) – metro population ca. 1.7 million

Copenhagen Business School (CBS)*

•  Founded in 1917 by business leaders in Denmark

•  Situated in Copenhagen (Frederiksberg) – metro population ca. 1.7 million

•  Governed by Danish Universities Act 2003 under Ministry of Science, Technology, & Innovation

•  One of the largest business schools in Europe with 19 999 students

•  50 degree programs at undergraduate (17), graduate (22), diploma programs (2), Executive masters (9), and at the PhD level

•  International students – degree-earning & exchange (pop. 4 343)

•  Balanced ratio of incoming/outgoing exchange students

•  333 exchange and cooperation agreements worldwide

•  Publicly financed university – 80/20 model based on taxation – Funding ca. 164.9 million Euros

•  690 full-time faculty, 730 part-time faculty, 258 PhD students, 549 administrative staff

*CBS Facts and Figures 2013

Office of External Affairs

Career Centre

•  Corporate partnerships

•  Employer branding

•  Recruitment activities

•  Career counselling

•  Career seminars

•  Career events

Communications

Internal comms

Share.cbs.dk

•  External comms

Cbs.dk

•  Visual identity

•  CBS publication materials

•  Advisory function for marketing of CBS research and education

Press relations

•  Facilitate info – researchers, employees, students, management

•  Reporter contact

•  Research communication

Alumni

•  Relationship management with Alumni

•  Support of decentral alumni associations

•  Established in May 2011 (previously Business Relations and Communications)

Alumni development in the rest of the world

•  Cradle to grave mentality

–  Culture - nurture association with alma mater

–  Stewardship & recruitment responsibility

•  Fundraising incentivized via individual & corporate tax breaks

–  Sponsorship of professorships

–  Endowments

•  research

•  student scholarships

•  campus development, sports facilities

•  Boards of directors/trustees

•  Mentoring of current students

•  Career counselling

•  Philanthropic activities, etc.

Alumni development in Denmark

•  Fundraising

–  no individual tax incentives

–  corporate incentives exist

•  Programme specific activities (relate to degree, not uni)

•  Career counselling

•  Mentoring programs

•  There are obvious gaps, but a growing interest …

•  CULTURAL FIT must be assessed

Alumni@CBS background

•  CBS Management set out early 2011 to re-establish its alumni program

–  Intention

–  Organizational anchor

•  Interest in maintaining contact with CBS evident:

–  CBS Alumni group on LinkedIN – one of the largest public LI groups in DK

–  CBS culture via degree programs

–  Sub-sets of alumni groups situated around organization

•  Internal demand for better business intelligence about our alumni

Alumni@CBS concept

•  CBS must locate alumni globally using modern technology

–  “Meet alumni where they are”

•  CBS should maintain contact with alumni efficiently

•  Alumni must be able to update their profile information one place and thus share

contact/professional updates with CBS.

•  Office of External Affairs must maintain & communicate relevant information

about alumni with Management for better BI – rankings, accreditation, etc.

•  Alumni should receive increasingly more relevant information from CBS based

on an ever-improving relationship (CRM)

Alumni@CBS scope

•  Utilize social media to gather alumni information – only with their consent

–  Facebook is larger, but LinkedIN focuses on professional experience & networks

–  From an IT perspective, a CBS solution cannot compete with LinkedIN

•  Create a CBS relevant CRM

•  Connect AlumniCRM to internal student information system – sync student data

•  Validate LinkedIn profile w/student data upon alumna/us consent

•  With consent, data is regularly synched from LinkedIN to CBS – not vice versa

Allow emergent strategy to take form … let the data drive

“When we know more, we will better know what to do…”

CRM

•  What does a customer relationship management system offer CBS?

CRADLE GRAVE

Further education

Admissions process Alumni involvement

Active studies

Prospective student

Enrollment Graduation

Career development

Alumni@CBS architecture

CBS LinkedIn group •  Alumni activity

MBA activity

M.Sc. activity

B.Sc. IB

activity

B.Sc. ASP

activity

B.Sc. activity

CBS student database

ALUMNI CRM

•  Alumni data •  Employment history •  Company •  Job title •  Publications •  Nationality •  Etc.

•  Campaigns •  Event management •  Lead management •  Corporate partner mgt.

www.cbs.dk

Registration & Consent form

Validation process

Match

Alumni landscape

Companies Professional experience

Honors, associations, etc.

Publications

Double

degree

Articles

Scholarships

Contacts

•  Title

•  Graduation year(s) •  Degree program (1, 2, 3, …)

•  Mobile number

•  Email address

•  Skills/competences

•  Country •  Nationality

•  Language skills

•  Professional experience (history)

•  Education from other universities

Build

relationships –

and choose

how to mobilize

them

Populate the landscape

Certifications

Augment landscape

Patents

Professional interests Events/campaigns

Activities with Alumni – local and corporate

Grow benefits

Alumni relations interests

(mentor, guest lectures, etc.)

So what?

•  what we plan (hope) to yield

•  data impact: how it supports alumni relations & career centre

Gains – alumni

•  Alumni will reconnect socially and professionally with one another

•  Alumni will plug back into the research environment at CBS

–  CBS is their institutional anchor to new research and knowledge

Gains – CBS

•  Gain ‘realtime’ information about our alumni

–  we know where they are

•  Opportunity to create targeted communication & marketing

–  we know who they are

•  Continue locally-run alumni organizations with de-central ownership of

activities & alumni events

–  we know what they may need

Alumni@CBS summary

•  Long term strategy – CBS builds more focused relationships with our alumni

Questions & discussion

Thank you!

Anne Sluhan

Office of External Affairs

as.ea@cbs.dk