Smss boston2015 keith_hannon

From Content to Cash: Engaging Alumni on Social Media

From Content to Cash: Engaging Alumni on Social Media

Goooooooaaaaaaals

Crafting Content on the Social Web

The Power of Virtual Volunteers

Cashing in

Full Disclosure… I don’t know everything

I do know much of whatwe’re doing isn’t working.

Is social media the savior?

Gooooooaaaaalllls!

Gooooooaaaaalllls! What can social media do for you?

What I WON’T be talking about today…

Follow your peopleknow where your audience plays

Via Bime.com

Follow your peopleknow where your audience plays

Haste makes waste…of time

Gooooooaaaaalllls! how can social media aid advancement?

Brand exposureDonationsEvent Attendance Crisis ManagementProspect DiscoveryStewardship

Beware of the office “post it” person

Hey! Can you share this on the Facebook page for me?

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 itbecause it’s on Facebook.

(translated)

Call Your ShotIf you don’t define success, you won’t know if you’re succeeding

Forget what you knowcrafting killer content


Ah, ha!


AuthenticHumorous

HonorableAssisted

Authenticitybe true to your school

The Viral Challenge:a social media gimmick

Everyone ‘s to Laugh

Inject Humor into Your Content Strategy

Humor establishes rapport

Humor triggers memorability

Humor creates alignment

Via -@KevinJDaum

Why Make them Laugh?

Water Cooler Talk

Before there was Facebook, there waswater-cooler conversation

Who shot J.R.??

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 reactionsReal-time feedbackReal-time sharingReal-time engagement

Your Audience is “Working”

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

“Start with your customer’s pain point. Comedy comes from pain, so it’s a rich area to mine.”

It’s funny because we ask for money…frequently.

It’s funny because Cornell winters are cold.

“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

Get serious, drop the serious.

Relaxing the Brand

It’s funny because Cornell winters are cold.

... It’s engaging because ALL alumni endured it.

“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

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 speaker.

“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.

HonorIt’s not about us, it’s about them

HonorWhat can we learn from Game of Thrones?

NOTHING.

HonorWhat can we learn from Game of Thrones?

HonorGive your audience what they want and/or need

HonorAlways try to make them the star of the show

HonorGive your audience whatThey want and/or need

Think beyond content that is self-serving

HonorGive your audience whatThey want and/or need

Think beyond content that is self-serving…And you just might get the desired response

AssistEven the most brilliant contentneeds a little help from friends

Assistwhen you post something on Facebook, you must boost it

Boost it good.

Assistwhen you post something on Facebook, you must boost it

POWER OF THE PERSONAL NETWORK THE RISE OF VIRTUAL VOLUNTEERS

How do we cash in on social engagement?

YOU CAN RUN, BUT YOU CAN’T HIDETHE BURDEN OF ROI

WHAT WE LIKE TO DO

My super power is engagement!

WHAT WE DON’T LIKE

WHAT WE HEAR

DONATIONS, DONATIONS, DONATIONS!

OUR RESPONSE

engage, engage, engage.

COMMUNITY MANAGERKRYPTONITE

THE ART OF LISTENINGIT’S ALL ABOUT WHAT THEY ARE SAYING

MONITORINGSOFTWARE

Are you having a conversation or just talking through a megaphone?

$115,000 raised

1,300 donors

CORNELL CROWDFUNDING PILOT

Average gift = $88.00

(7 projects)

64% First-Time Donors

13% Lapsed Donors

27% Young Alumni

August 2013 – December 2013

ADDRESSING THE UNENGAGED

PARNTERING WITH RESEARCHERS AND FUNDRAISERS

IT’S NOT GOOD VS. EVIL

I’m a FRIEND-raiser!

VS.

My ONE friend beats your one-thousand.

THE BELIEF:WE SERVE DIFFERENT PURPOSES

THE REALITY:WE’RE ALL FUNDRAISERS

FORMING APARTNERSHIP

Prospect Research

Gift OfficersSocial Media

Annual Fund

“We’ve reached out for the last two years and…silence.”

- Cornell Major Gift Officer

TEAMING UP:PLAYING TO OUR STRENGTHS

Happy VP (and less skeptical) of Development

REVERSINGTHE 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

The Old Prospector

Higher Ed’s Old Prospector AKA Gift Officer

$5M - $10M

$100k - $300k $500k - $1M

$1M - $3M

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+

Asking the Right Questions

“What class at Cornell was instrumentalin helping you achieve occupational success?”

(2012)

(2013)

Asking the Right Questions

(2014)

(2015)

Some like this.

Others like this.

Some people like this.

Other people like this.

FY 2014• 60 nominees

processed

• 96% assessed at 25K+



THE SOCIAL MEDIA STAMPPROSPECT 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)

OVERALL• 400+ nominees

processed• 80-85% assessed at

$25K+• 35% assessed at

$50-99K• 25% - 30% assessed

at $100K+


New Prospector?

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.

QUESTIONS?

@[email protected]

THANK YOU!

Smss boston2015 keith_hannon

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