Social Networking What is it and where does

Social Networking: What is it and where does it fit in the Alumni world? Higher. Ed. Blog. Con 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 - My. Space - Friendster § Closed and Branded: • Restricted access and branded for a specific organization • Based on trusted University brand • Integration with University database - in. Circle § 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 • • 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 WW 1 Silent Boomers X-ers Millennials 19011924 1925 -42 1943 -60 1961 -81 1982 - 2002 TV Audiotapes Radio Books Radio TV Newspaper Pinball s s wizards Source: Narissa Bentley, University of Melbourne Personalized multimedia VCRs Videogame s Instant communicatio n Cell phones Internet

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 e. Graduate Survey, Y 2 M: Youth Media and Marketing Networks, January 2006

Alumni Distribution Alumni Life Cycle Santa Clara University Applicant Student Recent Mature Senior (0 -15 yrs)(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 abe@affinityengines. com

Case Study University of Florida Alumni Association “Gator Nation Network” Katie Seay Director of Membership and Marketing, UF Alumni Association

UFAA Case Study § § § 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 § § § 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 § § § 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 § § § 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 • • Photos Blogs Journals Messages

User Profile

Industry Groups

Mapping your network

Jobs

Value to Institution § Mission • 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 • • Web site Broadcast email communications Online Directory Gator Clubs § Why social networking? • • Grassroots alumni connections Targeted “pre-qualified” networking Updated contact information Connect Undergrads and Alumni for professional opportunities § Why Affinity Engines? • • • 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 § § 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 § Jason, Class of ’ 91 • § Mark, Class of ‘ 90 • § “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 • § “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 • “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. • • Abe Geiger (650) 810 -1512 abe@affinityengines. com www. affinityengines. com § UFAA • Katie Seay • Director of Membership and Marketing • (352) 392 -8901 • kseay@uff. ufl. edu • www. ufalumni. ufl. edu