Building Relationships One Tweet at a Time Utilizing Social Media Margaret C. Mullin Pacific Northwest Chapter

Workshop Objectives At the conclusion of this workshop you will be able to: Create a basic communication and marketing plan for your alumni chapter. Identify social media. Compare and contrast some of the most popular social media. Understand to use Social Media to build relationships and improve alumni participation and satisfaction

Agenda What is Social Media? Introduction Communication and Marketing Plan Social Media Options Traditional Options Resources Who is using social media? How are you currently contacting alumni? What works best? Williamsburg Chapter

What is Social Media? Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. ... en.wikipedia.org/wiki/Social_media media that is created to be shared freely en.wiktionary.org/wiki/social_media A category of sites that is based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, and other sites that are centered on user interaction. searchenginewatch.com/define Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. ... www.creativemediafarm.com/information/glossary Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog ... www.capilanou.ca/help/login-page/active-cms/glossary.html Any website or web service that utilizes a 'social' or 'Web 2.0' philosophy. This includes blogs, social networks, social news ... webtrends.about.com/od/web20/a/web20-glossary_2.htm Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc) www.bottlepr.co.uk/glossary.html An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. ... www.formicmedia.com/sem-glossary.htm The term social media describes media that is posed by the user and can take many different forms. Some types of social media are forums, message boards, blogs, wikis and podcasts. Social media applications include Google, Facebook and YouTube. www.searchenginepartner.com/SEO-glossary.html Social media is any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content on the website. www.onlinematters.com/glossary.htm A million different definitions from a million different people. But over at Duct Tape Marketing they say “[s]ocial media is the use of technology combined with social interaction to create or co-create value.” www.no2pen.com/blog/2010/01/social-media-dictionary-for-small-businesses/

Pacific Northwest Chapter Introduction Pacific Northwest Chapter – Previous attempts unsuccessful What is different this time? More technology options available Establish core leadership group Engage all age groups Build relationships Encourage volunteers Steady growth Programs that appeal to multiple groups Offer good mix of events including family friendly events 1st Year Accomplishments 35 plus at chapter kickoff event 78 members on linkedin 2 events, another next weekend 3 more events planned for this year Pacific Northwest Chapter

Communication and Marketing Plan What are your objectives? Who are you targeting? What are their interests? How will you measure results? Objectives Fundraising Social Professional networking Service Target market Average age Age range Geographic range Build out from core leadership group Interests Survey - results Results Charlotte Chapter

Email What is it? Pros: Cons: Electronic mail, a protocol for receiving, sending, and storing electronic messages. Pros: Everyone has it Easy to use Easily accessible Cons: Email addresses change Mailboxes full

LinkedIn What is it? Pros: Cons: Business-oriented social networking site Pros: Can contact many people at one time using groups Create community Cons: Not everyone is using it Requires profile setup

Evite What is it? Pros: Cons: Social-planning website for creating, sending, and managing online invitations Pros: Can publicize events and invite many people at one time Invitees can interact Address Book Cons: Requires some setup for users Not always easy to use

Chapter Website What is it? Pros: Cons: JMU Alumni sponsored chapter websites Pros: Logical first place for alumni to look for information Cons: Requires some setup for users Needs upkeep to prevent looking “dated”.

Picasa What is it? Pros: Cons: Picasa is a software application for organizing and editing digital photos. Pros: Ability to edit, post and view photos. Cons: Requires some setup for users Needs upkeep to prevent looking “dated”.

Phone What is it? Pros: Cons: Did not get a chance to Google this! Easiest to use Highest personal touch Cons: Time consuming Hard to reach May catch people at a bad time

Twitter What is it? Pros: Cons: Free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Pros: Good “notifier” Good way to stay current Cons: 144 characters per message Requires account Easy to miss messages – real time

Facebook What is it? Pros: Cons: Free social networking website. Offers individual and group profiles Build community Cons: Requires account Security/Privacy issues

General Recommendations  Keep it Simple  Keep it Current  Keep it Relevant  Use a Blend of Communication Methods Start with the Chapter Website  Follow-up with Inquiries

Resources General Alumni Futures http://www.alumnifutures.com/   General Alumni Futures http://www.alumnifutures.com/ 10 Ways Universities Are Engaging Alumni Using Social Media http://mashable.com/2009/07/23/alumni-social-media/ Email Mailchimp - http://www.mailchimp.com LinkedIn – http://www.linkedin.com/ Evite – http://www.evite.com/ Chapter Website http://www.jmu.edu/alumni/involved/list.shtml Picasa http://picasa.google.com/ Phone Teleconferences - I Conference Free http://iconferencefree.com/ Twitter – www.twitter.com Facebook – www.facebook.com

Question/Comments? Go Dukes!