Fostering Collaboration in Higher Education

Salesforce Foundation WebinarSept 13th, 2012

Shane SuginoAssociate Director, Career Management Center

Kellogg School of Management

COL·LAB·O·RA·TION (kəˌlabəˈrāSHən)

Cooperative arrangement in which two or more parties (which may or may not have any previous relationship) work jointly towards a common goal. Effective method of transferring 'know how' among individuals, therefore critical to creating and sustaining a competitive advantage.

Agenda

• Introduction – Who am I?• The Kellogg Story• Kellogg Social Enterprise platform• Demo• Benefits,Best Practices & Challenges

Shane Sugino…Who am I?

Currently:• Associate Director, Career Management Center, Kellogg

School of Management• Career Coach and Strategic Relationship/Business

Development Manager– PE, VC, Entrepreneurship, R/E, Healthcare

Previously:• Healthcare Private Equity• Leadership Development• Two startups – Software and Biogas• Six years Wall Street experience

Education:• BS Finance – NYU Stern• MBA Brand Mgmt – Cornell Johnson School

The Kellogg story…a legacy of feudalistic autonomy

Natural state of affairs:• Information/data not naturally shared

across departments• Activities are often duplicated• Manual processes: Highly inefficient use of

scarce resources• Not an ideal way to run a professional

relationship-driven organization

The alumni experience:• Duplicate outreach• Lost alums / Ignorant of changes in

careers• Inundating “go to” alums for events• Reliance on “memory” or “who you

know” for participation• Ignorant of alumni campus activities

From ideation to reality

Career Management

Center

? ???

?

? ??

??

Zell Center/Asset Management

Levy Institute - Entrepreneur

Real Estate

Heizer Center for PEVC

Strong similarities among the “Fab 5”:

• High Profile centers of activity

• Cross–pollination of alumni population (e.g. Real Estate PE)

• Relationship building mentality

• Heavy event planning or support activities

• High net-worth alumni population

The Kellogg Salesforce.com worldHeizer Center

for PEVC

Real Estate

Career Management

Center

Zell Center / Asset Mgmt

Levy Institute

Social Enterprise

Advance-ment

Corp Partner-

ships

NU FarleyCenter

HEMA

PhD

Collaborating through Salesforce Social Enterprise

CRM

• Share customer data• Full transparency of activity• Track high level of

engagement• Marketing campaigns• Newsletter communications• Event participation

CHATTER

• Build external and internal communities– Engaged conversations– Dissemination of info– Collaborative groups– Student to student

conversations• Data repository• Collaboration with peers in and

across departments

Kellogg Salesforce demo

www.salesforce.com/

Benefits of CRM

• Full Transparency– Each group sees engagements with other groups– Increased understanding of major relationships– Repository of historical engagement activity and

communications• Reduction of Duplicative activities

– No more duplicate requests– Eliminates redundant events/activities

• Increased Marketing Capabilities– We love campaigns!

• Club/Center Alumni Newsletters• Dean thank you letters

Benefits of the Social Enterprise

• Leveraging the power of social– Tapping hidden knowledge from within the organization– Sharing across groups/dissemination of information– Increased levels of engagement– Natural data alignment (CRM + Chatter)

• Archival opportunities– Threads and conversations not buried in email– Searchable by groups - Repository

• Reduction in duplicative actions– Individual emails or email conversations

• Builds community– Fun and social engagement!

Kellogg and NU SFDC roadmap**at least this is the roadmap I am using to envision the future

AdmissionsAlumni

Relations - Jive Platform

Expand CMC

usage

Complete lifecycle tracking of students

NU AthleticsSchool ofCont Ed ???

Best practices and challengesBest Practices

• Choose one issue to solve (in this case CRM data)

• Implementation strategy = Organizational fit (i.e. Grassroots)

• Plan for generational gaps among staff e.g. differing comfort levels of technology adoption

• Start simple and easy!

• Find stakeholders with similar client populations and organizational goals

• Open architecture is key – less barriers – drives usage!

Challenges ahead:

• Adoption – drive usage!

• Technology creep – getting too complicated

• Integration with or replacement of legacy systems – the long road ahead

• Building expertise across different users and admins

• Competing groups (e.g. Jive)

• FT Salesforce admin?

• 3rd party software training

Questions?