smss boston2015 keith_hannon
TRANSCRIPT
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From Content to Cash:
Engaging Alumni on Social Media
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From Content to Cash:
Engaging Alumni on Social Media
Goooooooaaaaaaals Crafting Content on the Social Web
The Power of Virtual Volunteers Cashing in
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Full Disclosure… I don’t know everything
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I do know much of what we’re doing isn’t working.
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Is social media the savior?
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Gooooooaaaaalllls!
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Gooooooaaaaalllls! What can social media do for you?
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What I WON’T be talking about today…
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Follow your people know where your audience plays
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Follow your people know where your audience plays
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Via Bime.com
Follow your people know where your audience plays
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Haste makes waste…of time
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Gooooooaaaaalllls! how can social media aid advancement?
Brand exposure
Donations
Event Attendance
Crisis Management
Prospect Discovery
Stewardship
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Beware of the office “post it” person
Hey! Can you share this on the
Facebook page for me?
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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 it
because it’s on Facebook.
(translated)
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Call Your Shot If you don’t define success, you won’t know if you’re succeeding
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Forget what you know crafting killer content
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Forget what you know crafting killer content
Ah, ha!
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Forget what you know crafting killer content
Authentic Humorous Honorable Assisted
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Authenticity be true to your school
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Authenticity be true to your school
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The Viral Challenge: a social media gimmick
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Everyone ‘s to Laugh
Inject Humor into Your Content Strategy
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Humor establishes rapport
Humor triggers memorability
Humor creates alignment
Via -@KevinJDaum
Why Make them Laugh?
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Water Cooler Talk
Before there was
Facebook, there was
water-cooler conversation
Who shot J.R.??
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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 reactions
Real-time feedback
Real-time sharing
Real-time engagement
Your Audience is “Working”
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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
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“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.
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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
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Get serious, drop the serious.
Relaxing the Brand
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Get serious, drop the serious.
Relaxing the Brand
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It’s funny because Cornell winters are cold.
... It’s engaging because ALL alumni endured it.
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“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
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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.
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“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.
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Honor It’s not about us, it’s about them
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Honor What can we learn from Game of Thrones?
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NOTHING.
Honor What can we learn from Game of Thrones?
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Honor Give your audience what they want and/or need
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Honor Give your audience what they want and/or need
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Honor Give your audience what they want and/or need
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Honor Always try to make them the star of the show
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Honor Give your audience what They want and/or need
Think beyond content that is self-serving
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Honor Give your audience what They want and/or need
Think beyond content that is self-serving… And you just might get the desired response
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Assist Even the most brilliant content needs a little help from friends
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Assist Even the most brilliant content needs a little help from friends
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Assist Even the most brilliant content needs a little help from friends
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Assist
when you post something on Facebook, you must boost it
Boost it good.
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Assist
when you post something on Facebook, you must boost it
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POWER OF THE PERSONAL NETWORK THE RISE OF VIRTUAL VOLUNTEERS
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How do we cash in on social engagement?
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YOU CAN RUN, BUT YOU CAN’T HIDE THE BURDEN OF ROI
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WHAT WE
LIKE TO DO
My super power
is engagement!
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WHAT WE DON’T LIKE
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WHAT WE HEAR
DONATIONS, DONATIONS, DONATIONS!
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OUR RESPONSE
engage, engage, engage.
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COMMUNITY MANAGER
KRYPTONITE
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THE ART OF LISTENING IT’S ALL ABOUT WHAT THEY ARE SAYING
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MONITORING
SOFTWARE
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MONITORING
SOFTWARE
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Are you having a conversation or
just talking through a megaphone?
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$115,000 raised
1,300 donors
CORNELL CROWDFUNDING PILOT
Average gift = $88.00
(7 projects)
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64% First-Time Donors
13% Lapsed Donors
27% Young Alumni
August 2013 – December 2013
ADDRESSING THE UNENGAGED
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PARNTERING WITH RESEARCHERS AND FUNDRAISERS
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IT’S NOT
GOOD VS. EVIL
I’m a FRIEND-raiser!
VS.
My ONE friend beats
your one-thousand.
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THE BELIEF:
WE SERVE DIFFERENT PURPOSES
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THE REALITY:
WE’RE ALL FUNDRAISERS
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FORMING A
PARTNERSHIP
Prospect Research
Gift Officers Social Media
Annual Fund
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“We’ve reached out for the last two years and…silence.”
- Cornell Major Gift Officer
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TEAMING UP:
PLAYING TO OUR STRENGTHS
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Happy VP (and less skeptical)
of Development
REVERSING
THE 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
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The Old Prospector
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Higher Ed’s Old Prospector AKA Gift Officer
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$5M - $10M
$100k - $300k $500k - $1M
$1M - $3M
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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+
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Asking the Right Questions
“What class at Cornell was instrumental in helping you achieve occupational success?”
(2012)
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Asking the Right Questions
“What class at Cornell was instrumental in helping you achieve occupational success?”
(2012)
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(2013)
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Asking the Right Questions
(2014)
(2015)
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Some like this.
Others like this.
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Some people like this.
Other people like this.
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FY 2014
• 60 nominees processed
• 96% assessed at 25K+
• 42% assessed at 100K+
• 10% assessed at 250K+
THE SOCIAL MEDIA STAMP
PROSPECT NOMINATION
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THE SOCIAL MEDIA STAMP
PROSPECT 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)
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OVERALL
• 400+ nominees
processed
• 80-85% assessed at
$25K+
• 35% assessed at $50-99K
• 25% - 30% assessed at
$100K+
THE SOCIAL MEDIA STAMP
PROSPECT NOMINATION
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New Prospector?
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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.