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Improving Your E-Communication

Thomas Listerman

E-communications manager

University Advancement

What do I mean by E-Communications?

My job description

Create and implement

strategies to increase readership

and effectiveness

of e-communications in USF advancement.

My job description

Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement

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Email Outreach

My job description

Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

Email Outreach Social Media

My job description

Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture. QuickTime™ and a decompressor

are needed to see this picture.

Email Outreach Social Media Web Video

My job description

Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture. QuickTime™ and a decompressor

are needed to see this picture.

Email Outreach Social Media Web Video Web Site

My job description

Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture. QuickTime™ and a decompressor

are needed to see this picture.

Goalsand

strategy

Email Outreach Social Media Web Video Web Site

My job description

Create and implement strategies to increase readership and effectiveness of e-communications in USF advancement

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture. QuickTime™ and a decompressor

are needed to see this picture.

Goalsand

strategy

Email Outreach Social Media Web Video Web Site

Measurable indicators of increased readership and effectiveness

Why should we care about E-Communications?

Media habits are changing

It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years & the Internet took four years.

In less than nine months, Facebook added 100 million users.

http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics

Handheld devices increase

In 2009, vendors shipped 174 million smartphones,

up 15% from the 151 million in 2008.http://www.pcworld.com/article/188610/smartphone_sales_score_record.html

Internet usage via handheld devices

grew by 41% from June 2008 to June 2009.

http://news.cnet.com/8301-1035_3-10312296-94.html

Personal networks prosper

90% of Internet users trust in

friends’ recommendations. Nielsen Research

91% of mobile web users and 79% of desktop users

socialize on the web.

http://www.readwriteweb.com/archives/social_networking_now_more_popular_on_mobile_than_desktop.php

Rich media content is expected

86% of the Internet population, or 178 million people, viewed video

online in December 2009.http://www.marketingcharts.com/television/online-video-viewing-accelerates-11987

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Communities moved to the Web

• Facebook for your friends: 400 million users

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Communities moved to the Web

• Facebook for your friends: 400 million users

• Twitter for your followers: 75 million users

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Communities moved to the Web

• Facebook for your friends: 400 million users• Twitter for your followers: 75 million users

• LinkedIn for your professional network: 60 million users

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Communities moved to the Web

• Facebook for your friends: 400 million users• Twitter for your followers: 75 million users • LinkedIn for your professional network: 60 million

users

• Google Buzz - may take a share: 177 million users through gmail

How can we use E-Communications

in Higher Education?

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No doubt about potential

”I hear from people all over campus that with every progressive year, the newest class is the most together and connected group that has ever showed up. They’ve already known each other for months.”

“Colleges learn to live with social media, by Childs Walker, Baltimore Sun”

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What can USF do?

Use E-Communications tools to:

• Monitor and observe the buzz about your school

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Monitor, observe and respond

Some free options:

• Google Alerts• Facebook pages in Google real-time search• Tweetscan for Twitter

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What can USF do?

Use E-Communications tools to:• Monitor and observe the buzz about your school

• Bring your content to where your target groups spend their time

Bring content by email

• 88,000 alumni• 30,000 email addresses• Working email addresses: Ca. 50%• Opening rate: 30%• Forwarding: 8%• Click-through: 5%

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Bring content by email

Five steps of email design:• From Name• Subject Line• Preview Pane • Opened Email (Pre-Scroll)• Full Email

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Bring content by social media

• LinkedIn alumni group: 4,361

Updated: 03/30/10

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Bring content by social media

• LinkedIn alumni group: 4,361• Facebook fan page: 3,407

Updated: 03/30/10

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Bring content by social media

• LinkedIn alumni group: 4,361• Facebook fan page: 3,407• Facebook alumni group: 1,469

Updated: 03/30/10

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Bring content by social media

• LinkedIn alumni group: 4,361• Facebook fan page: 3,407• Facebook alumni group: 1,469• Twitter feed @usfca: 486

Updated: 03/30/10

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Bring content by social media

• LinkedIn alumni group: 4,361• Facebook fan page: 3,407• Facebook alumni group: 1,469• Twitter feed @usfca: 486• YouTube Channel usfcalifornia:

1,038 views

Updated: 03/30/10

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Bring content by social media

• LinkedIn alumni group: 4,361• Facebook fan page: 3,407• Facebook alumni group: 1,469• Twitter feed @usfca: 486• YouTube Channel usfcalifornia:

1,038 views

• Total: 9,741 members• Avg monthly increase FY’10: +456

Updated: 03/30/10

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USF USD LMU SCU

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Bring rich media content

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www.youtube.com/usfcalifornia

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Bring social content to own WebQuickTime™ and a

decompressorare needed to see this picture.

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What can USF do?

Use E-Communications tools to:• Monitor and observe the buzz about your school• Bring your content to where your target groups spend

their time

• Build your school’s brand by participation

Branding by participation

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QuickTime™ and a decompressor

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What can USF do?

Use E-Communications tools to:• Monitor and observe the buzz about your school• Bring your content to where your target groups spend

their time• Build your school’s brand by participation

• Cultivate your alumni and friends community

Cultivate alumni and friends

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What can USF do?

Use E-Communications tools to:• Monitor and observe the buzz about your school• Bring your content to where your target groups spend

their time• Build your school’s brand by participation• Cultivate your alumni and friends community

• Engage and motivate participation

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Engage and motivateQuickTime™ and a

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http://www.usfca.edu/blogs/csi

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Engage and motivateQuickTime™ and a

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http://blogs.usfca.edu/videocontest

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What can USF do?

Use E-Communications tools to:• Monitor and observe the buzz about your school• Bring your content to where your target groups spend

their time• Build your school’s brand by participation• Cultivate your alumni and friends community• Engage and motivate participation

• Measure progress

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Measure progress

Let the indicators depend on your goals

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Measure progress

Let the indicators depend on your goals• For blogs: Unique visitors, page views, participants/comments

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Measure progress

Let the indicators depend on your goals• For blogs: Unique visitors, page views,

participants/comments

• For social networks: Friends/community, participants/comments

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Measure progress

Let the indicators depend on your goals• For blogs: Unique visitors, page views,

participants/comments• For social networks: Friends/community,

participants/comments

• For Web video: Views, participants/comments

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Measure progress

Let the indicators depend on your goals• For blogs: Unique visitors, page views,

participants/comments• For social networks: Friends/community,

participants/comments• For Web video: Views, participants/comments

• For Email: Opened, forwarded, click-through, response

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What can USF do?

Use E-Communications tools to:• Monitor and observe the buzz about your school• Bring your content to where your target groups spend

their time• Build your school’s brand by participation• Cultivate your alumni and friends community• Engage and motivate participation • Measure progress

• Keep costs low

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Keep costs low by DIY

My costs so far:• Computer and software• Email marketing system• Video camera and equipment• Full time position• Utilize student resources• Market is good for outsourcing

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What can USF do?

Use E-Communications tools to:• Monitor and observe the buzz about your school• Bring your content to where your target groups spend

their time• Build your school’s brand by participation• Cultivate your alumni and friends community• Engage and motivate participation • Measure progress• Keep costs low

• Cooperate within the university

10 tips on how to manageE-Communications

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My 10 tips

• Set well-defined and quantifiable goals

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My 10 tips

• Set well-defined and quantifiable goals

• Choose goal-connected indicators and benchmarks and measure regularly

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My 10 tips

• Set well-defined and quantifiable goals• Choose goal-connected indicators and benchmarks and

measure regularly

• Integrate E-Communications tactics in communications strategy

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My 10 tips

• Set well-defined and quantifiable goals• Choose goal-connected indicators and benchmarks and

measure regularly• Integrate E-Communications tactics in communications

strategy

• Think from a user perspective

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My 10 tips

• Set well-defined and quantifiable goals• Choose goal-connected indicators and benchmarks and

measure regularly• Integrate E-Communications tactics in communications

strategy• Think from a user perspective

• Don’t reinvent the wheel

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My 10 tips

• Set well-defined and quantifiable goals• Choose goal-connected indicators and benchmarks and

measure regularly• Integrate E-Communications tactics in communications

strategy• Think from a user perspective• Don’t reinvent the wheel

• Use “show, don’t tell” (rich) content

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My 10 tips

• Set well-defined and quantifiable goals• Choose goal-connected indicators and benchmarks and

measure regularly• Integrate E-Communications tactics in communications

strategy• Think from a user perspective• Don’t reinvent the wheel• Use “show, don’t tell” (rich) content

• Minimize steps of approval to increase speed

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My 10 tips

• Set well-defined and quantifiable goals• Choose goal-connected indicators and benchmarks and

measure regularly• Integrate E-Communications tactics in communications

strategy• Think from a user perspective• Don’t reinvent the wheel• Use “show, don’t tell” (rich) content • Minimize steps of approval to increase speed

• URL: Ubiquity first, Revenue Later

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My 10 tips

• Set well-defined and quantifiable goals• Choose goal-connected indicators and benchmarks and

measure regularly• Integrate E-Communications tactics in communications

strategy• Think from a user perspective• Don’t reinvent the wheel• Use “show, don’t tell” (rich) content • Minimize steps of approval to increase speed• URL: Ubiquity first, Revenue Later

• Be social

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My 10 tips

• Set well-defined and quantifiable goals• Choose goal-connected indicators and benchmarks and

measure regularly• Integrate E-Communications tactics in communications

strategy• Think from a user perspective• Don’t reinvent the wheel• Use “show, don’t tell” (rich) content • Minimize steps of approval to increase speed• URL: Ubiquity first, Revenue Later• Be social

• Keep accessible for handheld devices

Thomas Listerman

tlisterman@usfca.edu

415-422.6097

www.facebook.com/university.of.san.francisco

www.twitter.com/usfca

www.youtube.com/usfcalifornia

http://web.usfca.edu

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