Social Media &Alumni Associations

a presentation bysidneyeve matrix

building engaged networks with sustained connectivity

image: m00by

image: anda ♥

this presentation is divided into 3 parts

social media optimization involves:objectivescontentanalytics

objectivespart1

goal setting

your objectives determine your channels and content strategy

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with your team or alone, spend some time reflecting on your goals for social media, because

clear objectivesare the criteria by which to measure success of SM efforts

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a half-dozencommon objectives6here are

to inspire you

1build a culture of engagementinvolve people inside & outside your organization in brand conversations

you can use social media to

expand network reachto include diverse publics2 you can use social media to

promote & socially activate eventsdrive enthusiasm, anticipation, registrations & networking

3you can use social media to

generate revenuesell merchandise, memberships, & fundraise4 you can use social media to

boost brandrecognitionamplify your mandate,values, mission &increase your visibility

5you can use social media to

raise satisfaction index6you can use social media to

ask/poll your members for input & ideas& use social communication to resolve issues in a timely way

image: Sara Ross Photography

contentpart 2

creating & collecting it

agile digital assetscreate & find shareable microcontent all over campus

you need stuff to share on your channels

content ideasa status update roundup

12need some inspiration?

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content ideas: event promotion1

image by: Mike Rohde

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content ideas: milestone reportage2

milestone reportage: example 2

all the ingredients of a compelling story: bit of history + news update + progress report

a closer look:

content ideas: local campus news tidbits

spontaneous,timely, relevant promosadd *value* for followers3

local campus news tidbits: example 2

notice the #UIndy brand hashtag,a nice touch!

local campus news tidbits:example 3

tweeting snapshots of campus (builds event anticipation and also leverages nostalgia)

in less than 24 hours

twitpic is a free social media tool for sharing imagesa closer look:

taken with an iPhone, agile digital creative content

content ideas: photosharing4

photosharing example 2: archives!

photoblogging archive imagesa closer look:

just add: a captionanda call to action

content ideas: contest5

contests and user-generated contenta closer look:

prize as described is relevant and useful to photographers

cross-platformcommunication

a closer look:

tweet link points users to Facebook page

McMaster tweets the first photo contest entry

contests can generate stream of UG content for wall

ouch! these optics make it appear that university is more interested in broadcasting than in listening to or engaging with followers' updates

at the issue of reciprocity and network developmenta closer look:

in lieu of followbacks, consider lists for network developmenta closer look:

content ideas: real-time conversations

active social media *listening*

6

content ideas: faculty & administrationresearch/news appearances7

content ideas: profile your VIPs8

image: Paul 李加乂 Li

content ideas: interview your association members9

a closer look: here is the interview

oops! always brand your channels

ask your members to share advice for the next gen

content ideas: call to action, invite alum to get involved

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10

content ideas: promote specific benefits of membership

image: Abdullah AL-Naser

11

12 content ideas: say thank you!incentivize giving with donor recognition

ask for & reward campaign participationa closer look: another way to recognize members

the askthereward(recognition)

optimizing your alumni associationFacebook page content

image: Franco Bouly

3 quick tips

image: "iPad Stand" by Veronica Belmont

claim your vanity URL25 page likes required

makes it easier to share/remember your Facebook address

create a

"like" optimized landing page

thoroughly app-ifiedbecause FB is ending support for *boxes*

NB

analyticspart 3:

getting started

social media internal audit

benchmark datastep 1: gather

measure everything!and get a sense of where you are starting from.

Blog/website Traffic/viewsEvent AttendanceMentions/retweets/reachLikes/FollowersVolunteers/memberships

growbigger ears*

step 2

thanks Chris Brogan*image: Yvonne in Willowick Ohio

a free tool to help you listen to buzz about your school in mainstream press, the blogosphere, and on social networks

measuring impacttracking status update impressions & click stats with bit.ly, a free tool

want to know how many people clicked on that link you tweeted?

note: jobs got the most retweets

always check your retweets on Twitter to see what kinds of content will "grow legs" with your followers

And lastly, 3 insights from our research:engaging & successful social media alumni association campaigns

often have a sense of humor,promote people in their network,

and optimize the power of nostalgia.

image: Evil Erin

@sidneyevesidneyeve@gmail.com

Questions?Hope you get in touch!

image: clevercupcakesof Montreal

psst! need a free QR code generator? try: qrcode.kaywa.com

ThankyoutoAlexandraMacgregorforresearchanddesignassistance.

ContentsofthispresentationincludingimageshaveCreativeCommonsAttribution‐Noncommercial‐ShareAlike3.0Licenses.

about the authorSidneyeveMatrix,PhD.Queen'sNationalScholar,Film&Media@Queen'sUniversity

Online:MatrixMediaFX.com+SidneyeveMatrix.com

social media design + buildimage: agaumont