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Your alumni graduated years ago and no longer visit your University's website. So how do you keep them engaged, and how have new technologies such as social media and mobile devices changed your alumni communications? This session will demonstrate how data analysis has driven changes to online communications within the Victoria University Alumni Relations program, based in Melbourne, Australia. It will explore in detail an Alumni Relations campaign utilising online resources, managing online engagement with other departments in a University, finding lost and successful Alumni, and issues communicating with international Alumni. Presented at Eduweb, Boston, July 2013.
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OUT OF MINDOUT OF SITE?ENGAGING WITH YOUR ALUMNI ONLINE
@pennyrf#oomoosite #vicuni
vu.edu.auCRICOS Provider No: 00124K
WHY ENGAGE ALUMNI
OVERVIEW
• Introducing VU, Alumni Relations and Melbourne• Online communications• Mobile impact• Social media channels• Case study: Alumni Awards program• Engaging with International Alumni• Issues, tips and tricks• Questions
INTRODUCING VU
• Founded 1916• 52,000 Students• Dual Sector• 7 Academic Colleges• 9 Campuses in Melbourne• 97,000 Alumni
VU INTERNATIONAL
• 7,000 International Students (1 in 5)• 13 Offshore sites in 7 Countries• Graduations in China and Malaysia
*QS Best Student Cities in the World 2012
MELBOURNE
MELBOURNE
• #4 Best Student Cities (2012, QS Rankings)
• #1 World’s Most Liveable City (2012, 2013 Economist Intelligence Unit)
• 9 Public Universities in Melbourne• Education is Victoria’s largest export
VU ALUMNI RELATIONS
• 97,000 Alumni• Alumni Relations office since 1990s• 3 FTE staff• Central, shared service• 3 International Chapters
VU ALUMNI IT
ThankQ
Student / Enrolment Data Alumni Data
VU Connect(Callista)
Grad Roll Web Interfaces
VU ALUMNI ONLINE
ThankQOnline donationsOnline eventsUpdate details
SwiftEDMsNewslettersEvents Bulletins
Social MediaFacebookLinkedIn
VU WebsiteChapters and networksMembershipQualification requestsAlumni profiiles
VU ALUMNI WEBSITE
EMAIL COMMUNICATIONS
• Your VU E-News:• Quarterly• Distributed to 50,000 Alumni worldwide
• Events Bulletin:• Quarterly• Distributed to 35,000 Alumni in Melbourne region
• Ad-hoc:• College / cohort specific• As required
YOUR VU: E-NEWSLETTER
MOBILE VERSION
• Your VU mobile templates rolled out 2011• Australia has 9 million smartphone users (36%)• Highest penetration of tablet devices in the world• Easier for users to access content
READERSHIP DATA
• Open rate affected by time of year, not time of day• Majority of readers open 2 articles
IMPACT OF MOBILE
Devices used to read Your VU e-news
Editio
n da
te a
nd ti
me
sent
SOCIAL MEDIA
SOURCE: http://www.mamamia.com.au/social/are-smart-phones-killing-memories/
SOCIAL MEDIA
• Facebook• Official page started May 2010• Currently 1,400 fans• 44% aged 25-34, 24% 18-24
• LinkedIn:• Started May 2008• Currently 1,880 members• 65% in Melbourne
PROS AND CONS OF SOCIAL MEDIA
Pros• Facebook: ease of sharing content between other pages• LinkedIn: the depth of data, alumni profiles• Engaging with 3,200+ Alumni
Cons• Facebook: Standing out in the crowded feed• LinkedIn: Functionality• Potential for competitor advertising
CASE STUDY: ALUMNI AWARDS
• An entirely online communications campaign
• Utilises web, EDM, and social• Recognise and celebrate the
achievements of Alumni community
ALUMNI AWARDS CAMPAIGN:LIFE CYCLE
1. Nominations open2. Promoting awards throughout nominations period3. Selection process4. Awards night5. Review and analysis
ALUMNI AWARDS CAMPAIGN: STEP- BY-STEP
• Nominations open: • News page created on website• Nomination form and information kit on
web• EDM sent to Alumni community• Announcements on FB and LI• Nominations sent via PDF
ALUMNI AWARDS CAMPAIGN:STEP-BY-STEP
• Promoting the awards• Previous finalists asked to
spread message via their networks
• Month long social media plan• Divided content by audience
ALUMNI AWARDS CAMPAIGN:STEP-BY-STEP
• LinkedIn:• Search LI for potential nominees• LI for Outstanding Service and Distinguished
Alumni Awards
• Facebook:• FB advertising• FB for Student and Young Achiever Awards• Daily post of previous finalists
ALUMNI AWARDS CAMPAIGN:STEP-BY-STEP
• Selection process:• Committee sent nominations via PDF
• Awards night:• Invitations sent via email• Award finalists news release ASAP• Links to FB and LI• Follow up story in Your VU e-news
• Review:• Analysis of bit.ly links and web statistics• Update ThankQ records
INTERNATIONAL ALUMNI
INTERNATIONAL ALUMNI
• 4,000 students overseas• In-country events• 3 VU International chapters• Other formal groups• E-cards
E-CARDS
ISSUES WITH INTERNATIONAL ALUMNI ENGAGEMENT
• Administering and governing associations• Succession planning committees• Cultural aspects• Great firewall of China
ISSUES WITH ONLINE ENGAGEMENT
• Opt in / opt out• Updating details• Measuring engagement• Possibility of alienating groups / cohorts• Tapping into existing groups
TOOLS AND TIPS
• Know your audience• Provide consistent message but adapt to fit context• Setup schedule• Try, try, try• Enlist help
SCHEDULE
SOCIAL MEDIA SCHEDULE
QUESTIONS?
Penny Richards FowlerAlumni Relations
penny.richards-fowler@vu.edu.au@pennyrf
vu.edu.au/alumni
CONTACT DETAILS
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