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