Transcript Affinity Engines

Social Networking:
What is it and where does it fit in the
Alumni world?
HigherEdBlogCon
April 2006
Go Gators!
2006 NCAA Men’s Basketball National Champions
Agenda
 What is Social Networking?
 What are the benefits to the alum?
 What are the benefits to Alumni
Organizations?
 Where does the Social Network fit?
 Case Study: University of Florida
Definition
 Social Network:
• A structure made of nodes (individuals) which
are connected to one another through various
social relationships
- Small World Experiment, Stanley Milgram
- Strength of Weak Ties, Mark Granovetter
• 6 Degrees of Separation (or Kevin Bacon)
Functionality
 Primary Functions
• Search
- Beyond static
• Communicate
- Alum to alum
 Concept: “Who I am and who I know”
Types
 Open/Public:
• Anyone can join
- Facebook (.edu address doesn’t authenticate a name and class
year)
- Linkedin
- MySpace
- Friendster
 Closed and Branded:
• Restricted access and branded for a specific organization
• Based on trusted University brand
• Integration with University database
- inCircle
 Privacy Settings:
• Strict opt-in settings keep information private until user opts to
share with friends, friends of friends, etc.
Private Networks Combine
Social Networking
in
Higher Education
Authenticated, Trusted Social
Network with your Brand at the
center
* Dynamic * Branded * Authenticated
* Secure * Integrated * Scalable
Public Social Networks
• No Authentication
• Lack Privacy
• Lack Security
• Lack Affinity
• Advertising
Traditional Alumni Solutions
• Print Focus
• Static Directories
• Slow Development
• Not Scalable
• Not User Friendly
Understanding Millennials
 Technology Attitude
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Place a high value on science and technology
Take technological advances of the 90’s for granted
Think not enough technology in the world today
They are the “now” generation; have not learned to be patient
 Generational Shift
• In greater world and higher ed
• Impact on Communication Styles
- Want electronic, online communications
 Definitions of “Community” are changing
• Community
• Connectivity
• Availability
Generational Landscape
WW1
Silent
Boomers
X-ers
Millennials
1901-1924
1925-42
1943-60
1961-81
1982 - 2002
TV
Audiotapes
Radio
Personalized
multimedia
VCRs
Books
Radio
TV
Videogames
Instant
communication
Newspapers
Newspapers
Pinball wizards
Cell phones
Internet
Source: Narissa Bentley, University of Melbourne
Technology Trends
 Ubiquitous Technology
• Technology is being embraced by your
constituents - now take advantage of it!
 AOL Survey, November 2005
• Two-thirds of 13-21 year olds use IM more
than email
 Forrester Research, December 2005
• 83% of 12-21 year olds use IM compared to
32% of adults
Recent Graduate Trends
 US population of college graduates continues to
rise
• Between 1990 and 2004 the proportion of adults with
a bachelor’s degree increased from 21% to 28%
- Institute of Education Sciences U.S. Department of Education, National Center for
Education Statistics: Digest of Education Statistics, 2004
• 28% of US population = approximately 84 million
alumni
 Single biggest concern of recent college graduates is
finding a job/career
 83% ranked a career center as “somewhat” or “very”
important for web sites targeting recent college
graduates
•
2005 eGrad Graduate Survey, Y2M: Youth Media and Marketing Networks, January 2006
Alumni Distribution
Alumni Life Cycle
Santa Clara University
Applicant
Student
Recent
Mature
Senior
(0-15yrs)
(Professional/Family)
(Retired)
5%
- Santa Clara University, 2005
45%
50%
Where does a Social Network fit?
 Alumni Communications:
• Organization to Alumni
• Alumni to Alumni
 Static Applications will no longer attract
your alumni
 The Centerpiece of your offering must be
dynamic and individualized
Thank You
[email protected]
Case Study
University of Florida Alumni
Association
“Gator Nation Network”
Katie Seay
Director of Membership and Marketing,
UF Alumni Association
UFAA Case Study
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Background
Motivations
Social Networking Value
Implementation
Measuring Success
Who is the UFAA?
 Established in 1906
 Over 300,000 Alumni
• 50 States
• 100 Countries
 Successful Programs
• Gator Clubs
• Student Alumni Association
• Back to College
• Affinity credit card, travel, merchandise
Our Mission
• Foster and enhance the relationship
between the University of Florida and its
alumni and friends
• Support the University's mission of
teaching, research, and service
Overall goals for Alumni Services
 Build & Sustain relationships among
alumni
 Increase interaction between alumni and
current students
 Gather updated information
 Satisfy alumni needs
• Services offered need to be functional
• Services must be consistent with our overall
mission
Previous Offerings
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UFAA web site
Online Directory
UF Today Magazine
Gator Clubs
Gator News e-mail newsletter
Outreach Speakers Program
Changing Trends
 Successful Outreach requires new
methods
• Increasing demand for electronic and online
communication
• Need to have compelling features/services
that are actually useful
• Services need to be real-time to match user
expectations
GNN Value
For the User
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Exclusive social networking
environment
Find and communicate with
fellow alumni
Simple, fun, always available
Share photos, blogs, thoughts
Find jobs, housing, advice, etc.
Stay in touch/re-connect with
fellow alumni
For the UFAA
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Offer valuable service to our
students and alumni
Integration with our legacy
database for data collection
Promotes our Brand
Scalable technology allows for
rapid feature enhancements, no
work for UFAA staff
Easy to launch, very minimal
setup time/effort, maintained by
AEI
Content created by users, no work
for UFAA staff
Value to Alum
 User-centric
• Relevant & Individualized
• Dynamic Content
• Valuable Information and Opportunities
 Private & Trusted
• All Users are Authenticated
• Relationship Based
Alum Use Cases
 Reconnect
• Classmates
• Organization
 Relocate
• Regional Chapters
• Roommates
• Advice
 Find Services
• Jobs
• Experts
 Share Media
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Photos
Blogs
Journals
Messages
User Profile
Industry Groups
Mapping your network
Jobs
Value to Institution
 Mission
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Connecting alumni with each other and university
 Data
• Contact updates collected
• Integration with backend database
• Integration with institutional communication tools
 Brand
• All value derived by users goes to us
 Leverage
• Alums helping alums
 Scale
• Technology moves fast
• We want to stay on the forefront
Value to Association
Better Services = More User Data = Enhanced Marketing Efficacy
Engaging Alumni
Services
Alumni
Participation
GNN
More and
Better Alumni
Data
Social Networking & UFAA
 June 1, 2005: UFAA online offerings
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Web site
Broadcast email communications
Online Directory
Gator Clubs
 Why social networking?
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Grassroots alumni connections
Targeted “pre-qualified” networking
Updated contact information
Connect Undergrads and Alumni for professional opportunities
 Why Affinity Engines?
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Market leader for private label social networks
Established product and customer list
Closed and exclusive to Alumni & Friends from Florida
All users are authenticated
The UFAA receives all resulting data updates
Strengthens Gator Nation Brand
Affinity Engines Implementation
 Evaluation process
• Technology that works
• Staying current, incorporating new technology
 Vendor relationship
• Technology Partnership
• Product enhancements
• Client Services
 Implementation timeline
• Signed: June 2005
• Site delivered: August 2005
• Launched: November 2005
 Additional In-office Resources
• 10 hours of customer service a week (registration and other
issues)
Measuring Success
 More Alumni involvement
• On & Off-line
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Helping Alumni find jobs
Data Updates
User Registrations
Site Traffic
GNN Stats
 Over 13,500 Registered Users
 Over 800,000 Profile views
 Over 220,500 Personal information
updates (phone, email, interest, etc.)
 Over 150,000 friend invites sent with 85%
acceptance rate
 Over 500 Groups created
 385,000 page views in March
Customer Feedback
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Jason, Class of ’91
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Mark, Class of ‘90
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“I wanted to let you know that GNN is a great way for alums to stay connected
with old friends and to UF. I live in South Florida and really enjoy the social and
professional networking opportunities afforded through this tool. Thanks for
creating this fabulous network.”
Stefanie, Class of '98
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“The Gator Nation Network is the most effective way to communicate and
network with fellow Gators. It has been an excellent tool for me to make
connections.”
“Being out of the country, GNN is the best way to stay connected to the Gator
Nation. It has also been helpful in finding Gators in other parts of the world. I
love it!”
Sarah, Class of 2006
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“Being in school when facebook was popular, GNN is a great way for younger
alumni to stay connected to UF. It is also the best professional and social
community out there.”
Thank You!
Go Gators!
 Affinity Engines, Inc.
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Abe Geiger
(650) 810-1512
[email protected]
www.affinityengines.com
 UFAA
• Katie Seay
• Director of Membership
and Marketing
• (352) 392-8901
• [email protected]
• www.ufalumni.ufl.edu