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TRANSCRIPT
From Content to Cash: Engaging Alumni on Social Media
✓Goooooooaaaaaaals
✓Crafting Content on the Social Web
✓ The Power of Virtual Volunteers
✓ Cashing in
Gooooooaaaaalllls! how can social media aid advancement?
✓Brand exposure✓Donations✓Event Attendance ✓Crisis Management✓Prospect Discovery✓Stewardship
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)
✓Humor establishes rapport
✓Humor triggers memorability
✓Humor creates alignment
Via -@KevinJDaum
Why Make them Laugh?
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”
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
“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.
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
64% First-Time Donors
13% Lapsed Donors
27% Young Alumni
August 2013 – December 2013
ADDRESSING THE UNENGAGED
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
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 instrumental in helping you achieve occupational success?”
(2012)
FY 2014 • 60 nominees processed • 96% assessed at 25K+ • 42% assessed at 100K+ • 10% assessed at 250K+
THE SOCIAL MEDIA STAMP PROSPECT NOMINATION
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)
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
✓ 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.