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Engaging Alumni Online
- 1. OUT OF MIND OUT OF SITE? ENGAGING WITH YOUR ALUMNI ONLINE @pennyrf vu.edu.au CRICOS Provider No: 00124K
- 3. 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
- 4. INTRODUCING VU • Founded 1916 • 52,000 Students • Dual Sector • 7 Academic Colleges • 9 Campuses in Melbourne • 97,000 Alumni
- 5. 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
- 6. MELBOURNE
- 7. 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
- 8. VU ALUMNI RELATIONS • 97,000 Alumni • Alumni Relations office since 1990s • 3 FTE staff • Central, shared service • 3 International Chapters
- 9. VU ALUMNI IT ThankQ Student / Enrolment Data Alumni Data VU Connect (Callista) Grad Roll Web Interfaces
- 10. VU ALUMNI ONLINE ThankQ Online donations Online events Update details Swift EDMs Newsletters Events Bulletins Social Media Facebook LinkedIn VU Website Chapters and networks Membership Qualification requests Alumni profiiles
- 12. 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
- 14. 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
- 15. READERSHIP DATA • Open rate affected by time of year, not time of day • Majority of readers open 2 articles
- 16. IMPACT OF MOBILE Devices used to read Your VU e-news Editiondateandtimesent
- 18. 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
- 19. 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
- 20. CASE STUDY: ALUMNI AWARDS • An entirely online communications campaign • Utilises web, EDM, and social • Recognise and celebrate the achievements of Alumni community
- 21. ALUMNI AWARDS CAMPAIGN: LIFE CYCLE 1. Nominations open 2. Promoting awards throughout nominations period 3. Selection process 4. Awards night 5. Review and analysis
- 22. 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
- 23. 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
- 24. 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
- 26. 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
- 28. INTERNATIONAL ALUMNI • 4,000 students overseas • In-country events • 3 VU International chapters • Other formal groups • E-cards
- 29. E-CARDS
- 30. ISSUES WITH INTERNATIONAL ALUMNI ENGAGEMENT • Administering and governing associations • Succession planning committees • Cultural aspects • Great firewall of China
- 31. ISSUES WITH ONLINE ENGAGEMENT • Opt in / opt out • Updating details • Measuring engagement • Possibility of alienating groups / cohorts • Tapping into existing groups
- 32. TOOLS AND TIPS • Know your audience • Provide consistent message but adapt to fit context • Setup schedule • Try, try, try • Enlist help
- 33. SCHEDULE
- 35. QUESTIONS?
- 36. Penny Richards Fowler Alumni Relations penny.richards-fowler@vu.edu.au @pennyrf vu.edu.au/alumni CONTACT DETAILS
Notas do Editor
- There is a small window of opportunity to engage with your alumni, after that, their lives become too busy and a disconnect with the university sets in. Why? remain connected, give back, help shape your brand, create communities, network, mentor. Issues: trying to reach out to 100,000 alumni with limited resources.
- Email addresses 60,000 (does not include unsubscribed) Most communications online
- One of largest providers of Australian qualifications in China Offshore sites in China, Malaysia, Singapore, India, Germany, Kuwait, Vietnam
- Heritage buildings: Queen St campus Modern architecture: Sunshine campus Laneways: cosmopolitan feel, public art, most european city in Australia Sports capital: Tennis, Formula 1, Melbourne Cup, AFL, all within a few miles of city centre
- Education is Victoria’s largest export Population of 4 million, 6% are students
- We are a department, not a separate association. Alumni relations has become more than a precursor to fundraising. It is about connecting the university past to the university present. Office size explains why we do everything online. Part of Advancement Office with fundraising team. 3 Official chapters (Malaysia, Singapore, Hong Kong) then unofficial networks in Vietnam, PRC, Indonesia, India. Past in Thailand and Bangladesh.
- IA reflects levels of engagement and response to analytics
- 2 column layout: more info above the fold, main column has shorter line length, faster reading Read more: more articles in same space
- Rolled out iphone and android templates
- Open rate 17-23% July and December worst July is the worst month for event attendance (winter, EOFY) December holiday season Open rate also consistent with event attendance
- iPhone 43.5%, Windows 33.6%, iPad 10%, Mac desktop 7.3% Android 4.8%
- LI: 31% senior role at workplace
- Sarah Carter, former Mayor (youngest ever Mayor). Wal Hopkins, class of 1939, community legend.
- Very engaged, but some have never been to Melbourne State government has seen value, ie. Victorian Connections, tie in with trade missions E-cards are some of our most popular posts on Facebook
- E cards also shared on Facebook and LinkedIn (often receive lots of likes), and within current international students. Also reflects diversity within Melbourne population.