1. Getting There from Here: A Model to Develop Social Media and Digital Strategies to Increase Alumni Engagement with Your Alumni Website David Regan White Coordinator of Alumni Services SUNY Empire State College

2. What we will learn today … -Identifying Conversion actions -How to leverage social media -How to use FB ads -How to use Google Analytics -How to create a quick and engaging video -Website usability -Increasing the engagement factor

3. Your Part Feel Free to … -Ask questions -Share your best practices -Provide your input Let’s offer our alumni the best user experience possible with our alumni websites!

4. Let’s Get Started Where it all begins … What are your Strategic Conversion Actions? Let’s look at the higher education landscape.

5. Strategic Conversion Actions What do we want our audience to do? Office of Enrollment - Requests for info (leads) - Admission applications - Enrolled students Office of Student Services - Retention rate Alumni Relations (Advancement) - Donations - Info updates (email, phone) - Volunteers - Advocates - Add news - Refer students - Join Social Media sites

6. Facebook ads How many people use Facebook ads to engage alumni? -Promote a page -Sponsored story -Ad

7. Facebook Ad Promoting Page

8. Facebook Sponsored Story

9. Facebook Ad

10. Facebook Ad Takeaways -Allows you to target your graduates only -Can choose connected or not connected to page -Cost effective channel to increase FB page likes -CPM allows increased brand equity -Highly targeted and detailed reporting Use Facebook ads to market your Facebook page to your alumni and students to increase membership. Create targeted campaigns for your other key conversion actions such as donations, volunteers and info updates.

11. Google Analytics How many people use Google Analytics or similar for alumni website traffic analysis? - Identify top pages by page views and visits

12. Google Analytics – Page Views 2011

13. Google Analytics Page View Takeaway -Page popularity = alumni intention Use page view analysis to identify pages alumni visit the most and locate page links in easy to find locations.

14. The Video eMarketer estimates that in 2011, 68.2% of US internet users, or 158.1 million people, will be watching video content online each month.

15. Video Takeaway -Website visitors like to watch videos -Top online engagement tool -Annotate to add links and pause

16. Social Media Share Buttons How many people use SM share buttons? Buttons not the icons. -Let your alumni work for you -Users like to share

17. Add Social Media Share Buttons

18. Social Media Share Button Takeaway -SM share buttons allow your visitors to easily and quickly share your info through their social media networks -Trackable -Viral -Free -Don’t forget RSS Sharethis.com

19. Social Media Feeds How many people use SM feeds for website content? -Robust and interactive -Engaging -Promotes membership

20. Social Media Feeds

22. Social Media Feed Takeaway -Real time updating feed -Shows activity, faces, likes -Great content -Customizable -Allows visitors to join your page immediately

23. The User Experience -Easy to navigate -Easy to find links they need -Offer a video, photos to engage -Show your activity -Allow them to share Its about how the user perceives your site.

24. Website Demo http://alumni.esc.edu How we brought it all together

25. Thank You! You’ve been a great crowd! Feel free to call or email if you any further questions. View the PowerPoint online http://alumni.esc.edu/SUNYCUAD-SM12.ppt David Regan White David.White@esc.edu 518 587-2100 x2736 © David Regan White SUNY Empire State College