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Social Networking Strategy for the Facebook Generation. Presenters: Albert Kalim Webmaster UK Alumni Association Glenn Zimmerer VP, Sales Harris Connect. Topics. Facebook generation Who are they? View Facebook & MySpace College Sites Official or unofficial sites?
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UK Alumni Association
Who are they?
What do they look like?
What are you doing to engage these future alumni?
What is your Facebook, MySpace and other
Social Networking sites strategy?
“I guess I just outgrew Facebook”
Social networks geared for offline success?
Isn’t that what you’ve been doing for years?
Re: online/offline connections
Developing Lifelong Relationships – “Cradle to Grave” Thinking
“Cradle to Grave” Thinking – Some of this occurs today
Recommended Strategy: pursue partnerships with:
“Cradle to Grave” Thinking
Start a young alumni council
Get involved with student council
“Cradle to Grave” Thinkingfrom prospects to pre–admits to enrolled students to alumni
bring them all
into your online
the rules & the level of interaction
Restricted Access for Students Lifted
All Students now have access to the same Online Community Services as all Alumni
one combined network
Grad Students each have
their own version of My
info than alumni)
Search and Advanced
email for life
Not new but
a best practice
GET TO KNOW YOUR ALUMNI FOR A BETTER CONNECTION
large public research university
this university requires alums to register to receive it
1. Life stage and life experience is what shapes us as alumni/consumers/people.
All of the things that impact us growing up, play a role in how we view life today. For the "Facebook" generation it is the technology that has enabled/controlled the mediums by which they prefer to communicate/participate. Exposure and acceptance to and of the technology makes web technology an integral part of their lives. It is these life experiences that will shape this generation for years to come.
2. If you want to engage this generation today and for years to come, now is the time you must recognize, embrace and cater through the mediums they most respond to. From a data perspective that is what we are showing with analyses from our clients. This generation is choosing to be engaged via the web. You either meet that need or risk losing them for ever.
3. As this "Facebook" generation matures, so will their use of web technologies. While recent grads dominate the registered on-line users, (over from 1/3 & 1/4 of them engaged online at two clients, their usage, needs and wants will change. You can see this in the fact that the Collegiate Crowd dominates registrants, but 5 years later it is the Career Builders that are now embracing the Career Network as an important tool to communicate professionally. Because they grew up on the "social network", they will easily begin to maximize the potential of the career network as that earlier life experience has shaped who they are.
4 Twenty years from now, this generation may only want to be engaged online. That is how they will create and communicate to their donor/volunteer networks. They will move with the technology. Web will forever be a crucial medium to engage this segment of the population.
Results: Columbia sent this email on Fri. Dec. 8, 2006. At that time they had 80 mentors under a pre-launch non-advertised link that was posted to their site. As a result of this email, by Mon. Dec 11, they had 652 mentors (an increase of 715%).