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Similaire à Smss boston2015 keith_hannon
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- 1. From Content to Cash: Engaging Alumni on Social Media
- 2. From Content to Cash: Engaging Alumni on Social Media Goooooooaaaaaaals Crafting Content on the Social Web The Power of Virtual Volunteers Cashing in
- 3. Full Disclosure… I don’t know everything
- 4. I do know much of what we’re doing isn’t working.
- 5. Is social media the savior?
- 7. Gooooooaaaaalllls! What can social media do for you?
- 8. What I WON’T be talking about today…
- 9. Follow your people know where your audience plays
- 10. Follow your people know where your audience plays
- 11. Via Bime.com Follow your people know where your audience plays
- 12. Haste makes waste…of time
- 13. Gooooooaaaaalllls! how can social media aid advancement? Brand exposure Donations Event Attendance Crisis Management Prospect Discovery Stewardship
- 14. Beware of the office “post it” person Hey! Can you share this on the Facebook page for me?
- 15. Beware of the office “post it” person Hey! Can you take this static and unappealing piece of content and post it on Facebook even though I have no idea what I hope to get out of it other than people will see it because it’s on Facebook. (translated)
- 16. Call Your Shot If you don’t define success, you won’t know if you’re succeeding
- 17. Forget what you know crafting killer content
- 18. Forget what you know crafting killer content Ah, ha!
- 19. Forget what you know crafting killer content Authentic Humorous Honorable Assisted
- 20. Authenticity be true to your school
- 21. Authenticity be true to your school
- 22. The Viral Challenge: a social media gimmick
- 23. Everyone ‘s to Laugh Inject Humor into Your Content Strateg
- 26. Humor establishes rapport Humor triggers memorability Humor creates alignment Via -@KevinJDaum Why Make them Laugh?
- 28. Water Cooler Talk Before there was Facebook, there was water-cooler conversation Who shot J.R.??
- 29. The Age of the “Digital Water Cooler.” “There comes a point in all our lives when a single event; personal or public, envelops us to a point where we cannot think, speak or focus on anything else. This is not new by any means; however, social media has taken it to a level which may or may not be a good thing.” – Patti Schwartz Real-time reactions Real-time feedback Real-time sharing Real-time engagement Your Audience is “Working”
- 30. The Nielsen Global Survey of Trust in Advertising polled more than 29,000 Internet respondents in 58 countries. 47% of global respondents agreed that humorous ads resonated the most. – Ekaterina Walter
- 31. “Start with your customer’s pain point. Comedy comes from pain, so it’s a rich area to mine.” It’s funny because we a for money…frequently.
- 32. It’s funny because Cornell winters are col “When a brand shows that it doesn’t always take itself too seriously, it’s a powerful way to demonstrate authenticity and confidence, as well as connect with your community.” - Tim Washer, Cisco
- 33. Get serious, drop the serious. Relaxing the Brand
- 34. Get serious, drop the serious. Relaxing the Brand
- 35. It’s funny because Cornell winters are cold ... It’s engaging because ALL alumni endur
- 36. “Self-deprecating humor is sometimes a powerful way to humanize the brand. When a brand shows that it doesn’t always take itself too seriously, it’s a powerful way to demonstrate authenticity, as well as confidence.” – Tim Washer It’s funny because Cornell ISN’T like Andy Bernard
- 37. Self-deprecating humor is sometimes a powerful way to humanize the brand. When a brand shows that it doesn’t always take itself too seriously, it’s a powerful way to demonstrate authenticity, as well as confidence. – Tim Washer It’s funny because Cornell ISN’T like Andy Bernard ..but he WAS our commencement spea
- 38. “Add a funny sidekick. A simple approach is to have a company expert tell a story and toss in a few humorous responses along the way to help you reach a different audience.”- Tim Washer 85,000 views 14,000 views 10,000 views 37,000 views Power of the President …and the mascot.
- 39. Honor It’s not about us, it’s about them
- 40. Honor What can we learn from Game of Thrones?
- 41. NOTHING. Honor What can we learn from Game of Thrones?
- 42. Honor Give your audience what they want and/or need
- 43. Honor Give your audience what they want and/or need
- 44. Honor Give your audience what they want and/or need
- 45. Honor Always try to make them the star of the show
- 46. Honor Give your audience what They want and/or need Think beyond content that is self-serving
- 47. Honor Give your audience what They want and/or need Think beyond content that is self-serving… And you just might get the desired response
- 48. Assist Even the most brilliant content needs a little help from friends
- 49. Assist Even the most brilliant content needs a little help from friends
- 50. Assist Even the most brilliant content needs a little help from friends
- 51. Assist when you post something on Facebook, you must boost it Boost it good.
- 52. Assist when you post something on Facebook, you must boost it
- 53. POWER OF THE PERSONAL NETWORK THE RISE OF VIRTUAL VOLUNTEERS
- 61. How do we cash in on social engagement?
- 62. YOU CAN RUN, BUT YOU CAN’T HIDE THE BURDEN OF ROI
- 63. WHAT WE LIKE TO DO My super power is engagement!
- 64. WHAT WE DON’T LIKE
- 65. WHAT WE HEAR DONATIONS, DONATIONS, DONATIONS!
- 66. OUR RESPONSE engage, engage, engage.
- 68. THE ART OF LISTENING IT’S ALL ABOUT WHAT THEY ARE SAYING
- 71. Are you having a conversation or just talking through a megaphone?
- 74. $115,000 raised 1,300 donors CORNELL CROWDFUNDING PILOT Average gift = $88.00 (7 projects)
- 75. 64% First-Time Donors 13% Lapsed Donors 27% Young Alumni August 2013 – December 2013 ADDRESSING THE UNENGAGED
- 78. PARNTERING WITH RESEARCHERS AND FUNDRAISERS
- 79. IT’S NOT GOOD VS. EVIL I’m a FRIEND-raiser! VS. My ONE friend beats your one-thousand.
- 80. THE BELIEF: WE SERVE DIFFERENT PURPOSES
- 81. THE REALITY: WE’RE ALL FUNDRAISERS
- 82. FORMING A PARTNERSHIP Prospect Research Gift Officers Social Media Annual Fund
- 85. “We’ve reached out for the last two years and…silence.” - Cornell Major Gift Officer
- 89. TEAMING UP: PLAYING TO OUR STRENGTHS
- 90. Happy VP (and less skeptical) of Development REVERSING THE FLOW 600 ADDITIONS TO MG ANALYZED • Included alumni, alumni ND, parents, and friends • 60% had confirmed profiles on LinkedIn JUST ALUMNI • 65% had profiles on LinkedIn • 15% already belonged to our private LinkedIn group and we didn’t know it. July 2014 – August 2014
- 92. Higher Ed’s Old Prospector AKA Gift Officer
- 94. $5M - $10M $100k - $300k $500k - $1M $1M - $3M
- 95. Industries Finance Medicine Law Energy Media Entrepreneurship Titles Managing Director Managing Partner Partner Owner CEO/CFO/COO/CMO President Chairman Surgeon/MD Principal Company Size Myself Only 1-10 250-500 1000-5000 10,000+
- 96. Asking the Right Questions “What class at Cornell was instrumental in helping you achieve occupational success?” (2012)
- 97. Asking the Right Questions “What class at Cornell was instrumental in helping you achieve occupational success?” (2012)
- 98. (2013)
- 99. Asking the Right Questions (2014) (2015)
- 102. Some like this. Others like this.
- 103. Some people like this. Other people like this.
- 104. FY 2014 • 60 nominees processed • 96% assessed at 25K+ • 42% assessed at 100K+ • 10% assessed at 250K+ THE SOCIAL MEDIA STAMP PROSPECT NOMINATION
- 105. THE SOCIAL MEDIA STAMP PROSPECT NOMINATION FY 2014 Nominees: • Only 8 made a gift in FY14 • 21 have never made a gift to Cornell • Total lifetime giving = $42,000 (57% from 2 gifts) • MINIMUM capacity of nominees = $1.4 million (assuming everyone has at least $25k capacity)
- 106. OVERALL • 400+ nominees processed • 80-85% assessed at $25K+ • 35% assessed at $50-99K • 25% - 30% assessed at $100K+ THE SOCIAL MEDIA STAMP PROSPECT NOMINATION
- 107. New Prospector?
- 109. Establish goals and KPIs. Design compelling, authentic content that competes. Harness the power of the virtual volunteer. “Cross the aisle” and collaborate with fundraisers/prospect research. Listen as much as you broadcast.
Notes de l'éditeur
- While my mom would disagree… Good content is unique to YOUR audience and I would never pretend to know your audience better than you. Through the course of this presentation I hope you’ll be able to take the concepts/approach I advocate and use it to create content that will resonate with your audience.
- Increased class sizes and improved record-keeping also a factor.
- It offers perhaps our best shot at reversing the downward trend.
- Trying to be everywhere all of the time is both self-defeating and counter-productive. You don’t need to be on every network and app you just need to be in the places your audience resides.
- Trying to be everywhere all of the time is both self-defeating and counter-productive. You don’t need to be on every network and app you just need to be in the places your audience resides.
- Some schools have found snap chat useful, but I’m still on the skeptical side. Yik Yak is essentially the dumpster for the human mind’s most desipicable thoughts. Can’t change them for “good” just like you can’t make playboy suitable for a Dr’s waiting room. Don’t have to be EVERYWHERE, some places are good for monitoring and nothing else.
- If you’re a school for performing arts, probably not the place for you.
- If you’re a school for performing arts, probably not the place for you.
- It’s not just a gernalization, Google+ attracts engineers, developers, designers, and software engineers. Many of you represent places with a specific audience, find out where that audience lives online.
- Have to get away from: “We need to be more active on social media… GO!”
- BTW – No, they probably won’t see it.
- Use bat, hit ball over fence, win game. Odds are you need more resources for social/digital communications, but you won’t get them until you can prove success that’s worthy of investment.
- We have to stop leaning on the types of content we have circulated for the past 100 years, the game has changed.
- Assisted: (ambassadors, boosts, virality, crowdsource)
- Most successful video wasn’t farmed out to a vendor for $10,000 etc.
- DON’T TRY TO COPY A FAD, people will sniff it out. EDUCATE PEOPLE WHO TELL YOU THAT WANT TO MAKE SOMETHING “VIRAL”
- Schools love their tradition and image, but it’s important you don’t have a tradition of being boring on social media.
- Schools love their tradition and image, but it’s important you don’t have a tradition of being boring on social media.
- When they’re working, they’re connected. When they’re connected, they’re in position to engage.
- https://www.youtube.com/watch?v=k-LzyvNmX_Y
- Snap - https://www.youtube.com/watch?v=4Am7oKBD3PU Stroh - https://www.youtube.com/watch?v=YxNJJgs08Xg [HAVE SOMEONE TWEET IT]
- Johnson : https://www.youtube.com/watch?v=w-MeYwWC4V8
- Who said it?
- Who said it?
- BUT IT’S TIMELY
- Super Community manager! Posting faster than a speeding bullet and engaging thousands of alumni with a single video!
- We can throw out all the nerdy terminology we want, but at the end of the day, there’s only one acronym our organizations want to hear about.
- Senior leadership has a very different attitude.
- Like Bill Clinton’s deny, deny, deny we maintain an ethos of engage, engage, engage.
- If you run from it, it will come crashing down on you. Even a super hero community manager cannot escape the behemoth that is the ROI question.
- Teaching a culture of philanthropy via projects they care about
- SM conferences: “Get a pitchfork, we’re storming the development castle!”
- We want to believe we just make people happy, nostalgic and then the giving takes care of itself. Conversely, development hounds people until they write a check.
- Doesn’t matter what your job title is, you are on the payroll because there’s a belief your job will contribute to the division’s bottom line. We have vanquish the assumption that we do different work and instead, collaborate to do the same work.
- Want to focus on Kathy Savitt for a minute as she’s the best example to date of bringing a non-engaged alum into the fold.
- We want to believe we just make people happy, nostalgic and then the giving takes care of itself. Conversely, development hounds people until they write a check.
- http://www.youtube.com/watch?v=YxNJJgs08Xg&feature=player_embedded
- One of my favorite Will Farrell sketches that unfortunately never made it past the SNL dress rehearsal. The character’s name is Gus Chiggins and he’s hired to lead a group of Marines through the mountains of Afgahnistant. Needless to say, the marines felt he was too antiquated to be of any use. Before entering higher ed, this was my idea of an old prospector.
- Now, THIS is my idea of an old prospector. “I’ll be in town, can we get coffee?” “I was hoping to talk to you about new developments at your alma mater” Translation: Even though you’re a wealthy, busy professional, I want an hour of your time just so I can ask you for money” This is not to disparage gift officers, it’s merely recognizing that, in 2014, face-to-face isn’t preferred by everyone. We also have to recognize other non-profits, especially local ones, are becoming increasingly nimble and innovative making them direct competition for our alumni’s time and money.
- It’s commonly thought that social media is not good at raising money directly and thus it should be used for engagement rather than solicitation. Certainly most of us would agree it’s hard to raise money with social media alone. What I will NOT accept, is the old prospector’s claim that “wealthy individuals” (THEIR people) aren’t on social media, thus it has no place in their day to day.
- These are just a few of the many Cornell alumni I’ve connected with through social media. Notice they’re not poor. The numbers indicate the amount of money our prospect research team has determined the person can give over a 5 year period.
- - 250 nominations submitted to date, around 20% qualify for major gifts, over 80% found to have a capacity of $25k or greater.
- Considering we have come to terms with the fact that some people still prefer snail mail and many others prefer email…. Though that number seems to be dwindling as well.
- Is it so hard to believe that, while many people prefer traditional gift officers, there might be people out there who, just maybe, prefer a digital relationship? I think it’s possible and I believe it warrants further exploration as it’s poised to make social media a game-changer yet again. We plan on experimenting with this by attempting to engage prospects who have been dropped by gift officers.
- Why is someone with $100,000 capacity not even giving a throw away gift of $100, but they’re in our LinkedIn group? Maybe we’re not talking to them in the right places.
- These things take time and resources, but success comes before resources, not the other way around.