sfdc kellogg higher ed collaboration webinar 9 13
DESCRIPTION
Salesforce webinar presentation on how the Kellogg School of Management uses the Salesforce.com social enterprise platform to collaborateTRANSCRIPT
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Fostering Collaboration in Higher Education
Salesforce Foundation WebinarSept 13th, 2012
Shane SuginoAssociate Director, Career Management Center
Kellogg School of Management
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COL·LAB·O·RA·TION (kəˌlabəˈrāSHən)
Cooperative arrangement in which two or more parties (which may or may not have any previous relationship) work jointly towards a common goal. Effective method of transferring 'know how' among individuals, therefore critical to creating and sustaining a competitive advantage.
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Agenda
• Introduction – Who am I?• The Kellogg Story• Kellogg Social Enterprise platform• Demo• Benefits,Best Practices & Challenges
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Shane Sugino…Who am I?
Currently:• Associate Director, Career Management Center, Kellogg
School of Management• Career Coach and Strategic Relationship/Business
Development Manager– PE, VC, Entrepreneurship, R/E, Healthcare
Previously:• Healthcare Private Equity• Leadership Development• Two startups – Software and Biogas• Six years Wall Street experience
Education:• BS Finance – NYU Stern• MBA Brand Mgmt – Cornell Johnson School
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The Kellogg story…a legacy of feudalistic autonomy
Natural state of affairs:• Information/data not naturally shared
across departments• Activities are often duplicated• Manual processes: Highly inefficient use of
scarce resources• Not an ideal way to run a professional
relationship-driven organization
The alumni experience:• Duplicate outreach• Lost alums / Ignorant of changes in
careers• Inundating “go to” alums for events• Reliance on “memory” or “who you
know” for participation• Ignorant of alumni campus activities
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From ideation to reality
Career Management
Center
? ???
?
? ??
??
Zell Center/Asset Management
Levy Institute - Entrepreneur
Real Estate
Heizer Center for PEVC
Strong similarities among the “Fab 5”:
• High Profile centers of activity
• Cross–pollination of alumni population (e.g. Real Estate PE)
• Relationship building mentality
• Heavy event planning or support activities
• High net-worth alumni population
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The Kellogg Salesforce.com worldHeizer Center
for PEVC
Real Estate
Career Management
Center
Zell Center / Asset Mgmt
Levy Institute
Social Enterprise
Advance-ment
Corp Partner-
ships
NU FarleyCenter
HEMA
PhD
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Collaborating through Salesforce Social Enterprise
CRM
• Share customer data• Full transparency of activity• Track high level of
engagement• Marketing campaigns• Newsletter communications• Event participation
CHATTER
• Build external and internal communities– Engaged conversations– Dissemination of info– Collaborative groups– Student to student
conversations• Data repository• Collaboration with peers in and
across departments
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Benefits of CRM
• Full Transparency– Each group sees engagements with other groups– Increased understanding of major relationships– Repository of historical engagement activity and
communications• Reduction of Duplicative activities
– No more duplicate requests– Eliminates redundant events/activities
• Increased Marketing Capabilities– We love campaigns!
• Club/Center Alumni Newsletters• Dean thank you letters
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Benefits of the Social Enterprise
• Leveraging the power of social– Tapping hidden knowledge from within the organization– Sharing across groups/dissemination of information– Increased levels of engagement– Natural data alignment (CRM + Chatter)
• Archival opportunities– Threads and conversations not buried in email– Searchable by groups - Repository
• Reduction in duplicative actions– Individual emails or email conversations
• Builds community– Fun and social engagement!
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Kellogg and NU SFDC roadmap**at least this is the roadmap I am using to envision the future
AdmissionsAlumni
Relations - Jive Platform
Expand CMC
usage
Complete lifecycle tracking of students
NU AthleticsSchool ofCont Ed ???
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Best practices and challengesBest Practices
• Choose one issue to solve (in this case CRM data)
• Implementation strategy = Organizational fit (i.e. Grassroots)
• Plan for generational gaps among staff e.g. differing comfort levels of technology adoption
• Start simple and easy!
• Find stakeholders with similar client populations and organizational goals
• Open architecture is key – less barriers – drives usage!
Challenges ahead:
• Adoption – drive usage!
• Technology creep – getting too complicated
• Integration with or replacement of legacy systems – the long road ahead
• Building expertise across different users and admins
• Competing groups (e.g. Jive)
• FT Salesforce admin?
• 3rd party software training
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Questions?