@cal, great minds onlinecal.berkeley.edu

How to get social with your alumni

Christina Sponselli@cal business manager &

social media evangelistUC Berkeley

@cal, great minds onlinecal.berkeley.edu

What is social media?

1. Communication in the form of conversation, not monologue.

2. Participants in social media are people, not organizations.

3. Honesty and transparency are core values.

4. It's all about pull, not push.

5. Distribution instead of centralization.-Dion Hinchcliffe

@cal, great minds onlinecal.berkeley.edu

Data points

@cal, great minds onlinecal.berkeley.edu

PeopleObjectiveStrategyTechnology

POST

Photo: Flickr’s Rich Lewis [busy, busy, busy...]

@cal, great minds onlinecal.berkeley.edu

Why have your own community? Control.

• Control of data• Control of user experience• Control of services offered• Control of integrations• Control of partnerships

@cal, great minds onlinecal.berkeley.edu

Why not have your own community? Responsibility.

• Responsible for data

• Responsible for user experience

• Responsible for services offered

• Responsible for integrations

• Responsible for partnerships

Data is king

Remember that when dealing with vendors or potential partners

Data is king

Remember that when working with vendors or potential partners

@cal, great minds onlinecal.berkeley.edu

Photo: Flickr’s vaXzine

Strategy

@cal, great minds onlinecal.berkeley.edu

Prepare• Community policies

– Legal process – Communication process– Data process– Employees using social media

• Point people within organization• Crisis strategy• Voice of communications• Identify scopes of work• Look at competitors and others from your institutions• Focus energy, define goals

@cal, great minds onlinecal.berkeley.edu

Pick and choose

FacebookFan Page for communications

FlickrAlumni-generated photo pool

YouTubeCache of help videos for @cal

TwitterCommunications, connection, customer service

@cal, great minds onlinecal.berkeley.edu

Life stages

@cal, great minds onlinecal.berkeley.edu

Jewels in crown + core services

•Career networking

•Email forwarding service

•Other services only available from the University

–Transcript–Library Services

@cal, great minds onlinecal.berkeley.edu

Email forwarding screen in @cal

@cal, great minds onlinecal.berkeley.edu

Log in metrics for @cal

Photo: Flickr’s wendzday01

Map efforts to events

• Sporting events, especially against rivals

• Reunions and homecomings

• University rankings

• Prestigious awards, such as Nobel

• Spring graduation

@cal, great minds onlinecal.berkeley.edu

Class of 2009 Sweepstakes

Customer service

Photo: Flickr’s smileygeekgirl (back soon)

@cal, great minds onlinecal.berkeley.edu

Using Twitter

@cal, great minds onlinecal.berkeley.edu

Using Twitter for customer service

@cal, great minds onlinecal.berkeley.edu

Using YouTube to host videos

@cal, great minds onlinecal.berkeley.edu

Connect the dots

Photo: Flickr’s boost.dependent

•Various web sites across campus•Supporting annual programs efforts•Building relationships with other campus units•Promoting events from around the campus before, during, and after the events

Photo: Flickr’s yonatan zur

Tools

• Metrics, usually built into applications• URL shortcuts

– Bitly, bit.ly– Owly, ow.ly

• Clients for desktop and mobile– Hootsuite, hootsuite.com– Tweetdeck, tweetdeck.com– Tweetie for iPhone, iTunes Store

• More apps reviewed by Mashable, mashable.com

• Andy Shaindlin, alumnifutures.com

• Beth Kanter, beth.typepad.com

• Jeremiah Owyang, web-strategist.com/blog

• Read, Write, Web, readwriteweb.com

• Mashable, mashable.com

Photo: Flickr’s Aeioux

Reading

@cal, great minds onlinecal.berkeley.edu

Christina Sponselli@cal, great minds onlinecal.berkeley.edu

sponselli@berkeley.edutwitter.com/atcal