our alumni... not so "far" away! presenting: michelle johnston [email protected]...
TRANSCRIPT
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Case District III Annual Conference 2
About the Presenters
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Case District III Annual Conference 3
• Using Social Media to Engage with students and alumni
• Leveraging Social Media and APIs to add more Data
• Using Web Analytics and Digital Trace Data to assess Impact
Agenda:
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How do we stay connected with our students once they graduate?
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What about you?
Raise your hand if you have an updated alumni page with your alma mater……
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What about you?
Raise your hand if you have an updated LinkedIn profile……
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If we can’t rely on alumni to keep an updated profile, are there ways to tap into the places where students and alumni are engaged?
Turning the question around
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• Using Social Media to Engage with students and alumni
• Leveraging Social Media and APIs to add more Data
• Using Web Analytics and Digital Trace Data to assess Impact
Part I:
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Trends in social media: overall usage
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Trends in social media: Facebook
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Trends in social media: Twitter
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Trends in social media: LinkedIn
259M+
©2013 LinkedIn Corporation. All Rights Reserved.
professionals
3M+companies
150+industries
Executives from every
Fortune 50060K+college and university alumni groups
64%64% outside the U.S.
company
30M+students and recent grads
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Trends in social media: LinkedIn University
LinkedIn updated terms of use to include 14-18 years olds:
Emerging as the #1 solution for the entire student lifecycle:
• enrollment • placement• alumni engagement
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• Using Social Media to Engage with students and alumni
• Leveraging Social Media and APIs to add more Data
• Using Web Analytics and Digital Trace Data to assess Impact
Part II:
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Financial Pressures:• More reliant on alumni giving• Public criticisms over tuition increases
Accreditation and Accountability:• Higher education accreditation• Greater accuracy and transparency across University systems
Regulatory Pressures:• Higher Education Scorecard • What’s a degree worth?
Why you need better alumni data
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What data sources do you need?
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Can’t rely on alumni to keep an updated profile
Current methods of tracking employment, additional degrees, emails etc. are either manually intensive or prone to error
Type I Error: You can’t engage with people that you don’t know
Type II Error: Taking the wrong approach with the people you do know
Type III Error: Taking the right approach, but at the wrong time
We would if we could
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How do you get it? Trends for the future….
…. Data partners and
APIs
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API – Open data sharing across platforms
API stands for ‘application programming interface’
An API is a way for website or service to talk to another website or service. APIs let you mix information and media from other services into your own site or application.
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22
by
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API – Social Media API
“Universal” API Terms of
Use
You cannot use the API to crawl or store users' content without their express consent
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Data Partners offer matching services
Education Fields to track
graduate education
Current LocationCurrent IndustryLinkedIn URLCurrent PositionCurrent EmployerDates Employed
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What do you do with it if you do get it?
Have a clear strategy for integrating this data into your current alumni RMS
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• Using Social Media to Engage with students and alumni
• Leveraging Social Media and APIs to add more Data
• Using Web Analytics and Digital Trace Data to assess Impact
Part III:
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• Limited time and resources
• Are we making an impact?
• Are we making the right impact?
• Developing Key Performance Indicators using digital trace data
Busy Engagement
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Digital Trace Data: From Atoms to Bytes
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Example: Print versus Email
With computer-mediated channels, you can measure impact
Who opened it?Who forwarded it?How long did they view it?Contains a click-through call to action
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Clickstream
Multiple Outcomes
Experimentation and Testing
Voice of the Customer
Competitive Intelligence
Insights
The What
The How Much
The Why
The What Else
The Goal!
Avinash Kaushik, Web Analytics 2.0
Multiplicity Analytics strategy
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The What – Clickstream Data
The what is simply collecting and analyzing your website’s click-level data
Clickstream is foundational data to help you analyze all kinds of site behavior
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The How Much - Multiple Outcomes
You are trying to deliver on 3 simple things:
• Increase revenue
• Reduce cost
• Improve student/alumni satisfaction/loyalty
A million visits to the site – so what?
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The Why - Experimentation
Experiment first, and then build your strategy
• Take a bigger risk
• Rapid launch and test
• Fail fast
What is best received by the alumni?
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The Why – Voice of the Customer
Your web analytics tool can only report what it records: quantitative vs. qualitative data
• Surveys
• Lab usability tests
• Visual heat maps
Oh, this is why they abandoned!
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The What Else – Competitive Intelligence
On the web, you can gather tons of information about your competitors
• Knowing how you’re performing is good
• Knowing how you’re performing against your competition is priceless
How do I compare to the competition?
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The Goal – Insight!
Avoid becoming overwhelmed by digital trace data
• The critical few
• Keep it simple
• Experiment
• Improve
Adapt, test, and measure outcomes
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Sample Impact MatrixDirect Channels Types of Activities Metrics
Internal Website Update InformationAlumni DirectoryAlumni ChaptersAlumni NewsSocial Media PresenceMentoring NetworkAlumni CommunityGive Now
Page ViewsSource PagesTime SpentUnique VisitorsUpdatesCommunity ActivityGiving
Mobile Apps Find Nearby AlumniCampus MapAlumni GamesEventsGive Now
DownloadsData SharingTime on appGiving
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Thank You