mining social media data - annual giving
TRANSCRIPT
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February 21, 2014
MiningSocial Media Data
Tim PonisciakAnnual Giving Network
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About The Presenter
• Director of Graduate Alumni Relations• Mendoza College of Business,
University of Notre Dame• 11 years in marketing, annual giving
and alumni relations• MBA from Notre DameTim Ponisciak
Annual Giving Network
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Agenda
• Current Social Media Landscape• Finding, Listening and Gathering Alumni Information• Creating Your Own Social Media Buzz• Identifying Trends• Q&A
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Current Social Media Landscape
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Current Social Media Landscape
Facebook: 1.4 billion users, 5 billion pieces of content shared daily (2%)Twitter: 288 million users (26%)LinkedIn: 340 million users (54%)Pinterest:70 million users (111%)Instagram: 300 million users (64%)Google Plus: 300 million users (16%)Snapchat: 200 million users (55%)
Percentage indicates growth from 2013 to 2014
*http://techcrunch.com/2014/11/25/tumblr-overtakes-instagram-as-fastest-growing-social-platform-snapchat-is-the-fastest-growing-app/
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Current Social Media Landscape - Corporations
Social media being used to:
• Determine customer preferences• Create unique content
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Key Questions for Higher Ed
• How can social media be used to enhance what we know about our alumni?
• What types of information do our alumni most want to hear about from their alma mater?
• How can social media be leveraged to not only keep alumni connected, but to amplify alumni interest in one’s school and to increase giving?
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Finding, Listening and Gathering Information
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Finding Alumni on Social Media
– Donor Information– New Board Members– Matching Gift Volunteers
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LinkedIn Profile Data
Enriching Your Donor’s Profile
• Company• Industry• Title• Location• Email
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Utilize LinkedIn Advanced Search
Finding Potential Board Members
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Results:
Finding Potential Board Members
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Searching for Matching Gifts Volunteers
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Results:
Searching for Matching Gifts Volunteers
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Listening to Alumni
#EKUStrong• Feedback from alumni• Creation of alumni contact
information update campaign
• Leverage alumni passion on social media
• Ask “Why is this question being asked?”
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Poll #1: Did your school have a giving day last year?
• Yes
• No
• No, but we are planning one for the upcoming fiscal year
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Gathering Alumni Information
Giving Day Challenges
• ONU: Various hourly challenges that encouraged alumni interaction on Twitter
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Giving Day Challenges
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Giving Day Challenges
• Allows university to increase number of followers
• Provides insights into where alumni interests lie
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Informing Future Annual Giving Strategy
Ask questions about your school that can help you with future fundraising campaigns
• Beloved places on campus
• Favorite professors
• Best campus traditions
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• Yes, we have a student ambassador team• Yes, we have an alumni ambassador team• No, we do not
Poll #2: Do you have a formal social media ambassador program?
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Building Momentum on Social Media
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Social Media Ambassadors
• RIT – Volunteer program for alumni to spread school messages, including fundraising
• American – Alumni ambassadors volunteer to disseminate and generate content for alumni association social media platforms
• Babson – Students paid to be the “online tour guides” of Babson. Audience includes prospective students, parents, friends and alumni
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Allegheny College Alumni Ambassadors
• Regularly share content from College social media accounts that interest them and which they believe would resonate with alumni in their social networks.
• Promote time sensitive initiatives and programs. These may include major campus events, fundraising campaigns, and admissions related information.
http://sites.allegheny.edu/web/social-media-ambassadors/
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Allegheny College Alumni Ambassadors
• Time commitment
• Upfront goals
• List of official hashtags
http://sites.allegheny.edu/web/social-media-ambassadors/
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Allegheny College Alumni Ambassadors
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Facebook Ads
• Affordable
• Customizable
• Not a replacement for email or direct mail
• Direct users to your Facebook page or giving page
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Targeting Your Facebook Ad
• Visitors of your general school page or online donation form page
• Upload custom email list: nondonors, lybunts, recognition society members
• Those who have liked your Facebook page
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Boosting Your Posts
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Identifying Trends
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Our Social Media Focus
– College of Business related information– Notre Dame related content– Business related articles of interest
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• No planning, we post what is topical each day• 1 week, and adapt when necessary• 2 weeks or more, with flexibility to adapt when necessary
Poll #3: How far ahead do you plan your social media posts?
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How We Talk
• Odd fact – unique news story
• Invitation
• Well wishes
• Excitement
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The Approach
• Break down our Facebook posts by topic
• Break down our posts by tone
• See if we can determine any particular types of posts that are most appealing to our alumni, so we can create an informed social media plan for the future
• Inform other areas of our work based off of our findings
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Our Typical Social Media Topics
• College of Business
• Notre Dame
• Football
• Alumni Info
• Fundraising
• General business
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Breakdown of Facebook Post Topics
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Our Typical Social Media Tones
• Congratulatory/ Well Wishes
• Fun
• Informative
• Nostalgic/ Student Life
• Questioning
• Reminder
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Breakdown of Facebook Post Tones
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Sorting Everything Out
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Sorting Everything Out
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Top Bit.ly Clicks
Rank Link Type Topic Tone
1 Field & Field – Alumna startup
Alumni Informative
2 Chicago Alumni Reception Alumni Reminder
3 Want a Happy Office? Article featuring Professor
College of Business
Informative
4 Student startup wins awards at competition
College of Business
Informative
5 Mendoza Dialogues video – CIO Scott Malpass
College of Business
Informative
6 ND launches first open online courses
Notre Dame Informative
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Informing Decisions
• Highlighting video featuring Chief Investment Officer in most recent recognition societies newsletter
• Next video to be created will focus on entrepreneurship
• Focusing on online courses currently available
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How does this help formulate social media strategy?
• Ensure we have photos and videos of events
• Focus more on messages about the College of Business, and less on general business articles
• Plan each week to have: 2-3 College of Business posts, one post that is either football or ND related, and then fill in with events and reminders as appropriate
• Find more news to make people feel proud to be a part of our College
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Pre-Webinar Survey
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Survey Summary
• Types of pages• 26 alumni• 12 institution• 4 giving
• Alumni pages• Fans per Alumni – 5%
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Topics for Top Posts
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Topics for Recent Posts
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Tones for Top Posts
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Tones for Recent Posts
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Westminster Schools
Topic: FacultyTone: Congratulatory/Well Wishing
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NC State Recent Grads
Topic: AthleticsTone: Informative
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Del Mar College Alumni Association
Topic: LocalTone: Fun
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UIS (University of Illinois Springfield) Giving
Topic: FundraisingTone: Persuasive
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James Madison University
Topic: HolidayTone: Congratulatory/Well Wishing
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Top Words
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Key Takeaways
• Don’t restrict yourself to data in your database
• Listen to your alumni on social media, and be nimble in your response
• Don’t just answer alumni questions, figure out why they are asking in the first place
• Utilize Facebook/Twitter to ask for feedback from alumni to inform future campaigns
• Analyze past social media posts to determine what topics and tones appeal to alumni and will get your alumni interacting with you and with each other
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Q&A