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Strategy and Social Media Strategy and Social Media in Alumni Affairsin Alumni Affairs

Strategy and Social Media Strategy and Social Media in Alumni Affairsin Alumni Affairs

Facebook DemographicsFacebook Demographics

By Maria FariasBy Maria Farias

#TheGatorNationIsEverywhere#TheGatorNationIsEverywhere

We are doing a great job connecting with students.We are doing a great job connecting with students.

However, it is important to keep those connections alive However, it is important to keep those connections alive after graduation.after graduation.

DemographicsDemographics

Even percentage of males and femalesEven percentage of males and females

Age BreakdownAge Breakdown

FemalesFemales– 13-17: 19%13-17: 19%– 18-24: 41%18-24: 41%– 25-34: 17%25-34: 17%– 35-44: 9%35-44: 9%– 45-54: 4%45-54: 4%– 55-64: 3%55-64: 3%– 65+: 2%65+: 2%

Age BreakdownAge Breakdown

MaleMale– 13-17: 20%13-17: 20%– 18-24: 44%18-24: 44%– 25-34: 19%25-34: 19%– 35-44: 9%35-44: 9%– 45-54: 4%45-54: 4%– 55-64: 2%55-64: 2%– 65+: 2%65+: 2%

Geographic DistributionGeographic Distribution

Lifetime likes by countryLifetime likes by country– 1. US1. US– 2. ID2. ID– 3. MX3. MX

Geographic DistributionGeographic Distribution

Lifetime likes by cityLifetime likes by city– 1. Gainesville1. Gainesville– 2. Jacksonville2. Jacksonville– 3. Orlando3. Orlando– 4. Tampa4. Tampa– 5. Miami5. Miami

Notable TrendsNotable Trends

Majority of demographic is between 18-24. Majority of demographic is between 18-24.

We are reaching age group of current We are reaching age group of current student body but not alumni.student body but not alumni.

Majority if likes come from U.S. and cities Majority if likes come from U.S. and cities in Florida.in Florida.

We are not reaching groups that are We are not reaching groups that are outside of our vicinity.outside of our vicinity.

Facebook DemographicsFacebook Demographics

Notable TrendsNotable Trends

Teens (13-17) on Facebook have declined Teens (13-17) on Facebook have declined -25.3% over the last 3 years. -25.3% over the last 3 years.

Over the same period of time, 55+ has Over the same period of time, 55+ has increased with +80.4% growth in the last 3 increased with +80.4% growth in the last 3 years.years.

How does this affectHow does this affect content strategy? content strategy?

Facebook is longer the social media Facebook is longer the social media network of choice for teens. network of choice for teens. – When they reach college age, how will we be When they reach college age, how will we be

able to reach them? Add to social platform?able to reach them? Add to social platform?

Our content is great for our student body Our content is great for our student body but we want to reach older audience, but we want to reach older audience, preferably alumni.preferably alumni.– Significant increase of users on FB between Significant increase of users on FB between

25-54. Significant growth 55+ with 80.4%25-54. Significant growth 55+ with 80.4%– We need to attract them into our FBWe need to attract them into our FB

Unique Aspects of Alumni Unique Aspects of Alumni Engagement in Higher EdEngagement in Higher Ed

Delimited audienceDelimited audience

Relationships, not transactionsRelationships, not transactions

Quid-pro-quo (“I only hear from you when Quid-pro-quo (“I only hear from you when you want money” or “I already paid my you want money” or “I already paid my tuition!”)tuition!”)

Sense of ownershipSense of ownership

Increase competitionIncrease competition

With social media we are able to share With social media we are able to share alumni’s life and career achievements on alumni’s life and career achievements on social media. social media. – Marriages, promotions, etc, help reconnect Marriages, promotions, etc, help reconnect

alumni, grow the school’s exposure and also alumni, grow the school’s exposure and also increase the SEO value of the alumni and increase the SEO value of the alumni and school. school.

Let’s talk strategyLet’s talk strategy

Increasing alumni engagement can help Increasing alumni engagement can help raise funds for foundation and give us raise funds for foundation and give us recognition for our UF Rising campaign.recognition for our UF Rising campaign.

Use of #TheGatorNationIsEverywhere can Use of #TheGatorNationIsEverywhere can still be used and it is already a well still be used and it is already a well branded campaign. branded campaign. – This will allow us to reach those alumni who This will allow us to reach those alumni who

have moved out of Gainesville and Florida.have moved out of Gainesville and Florida.


In order to grow communities and deepen In order to grow communities and deepen engagement at the same time, content is engagement at the same time, content is key. key.

Content is also how you learn who these Content is also how you learn who these community members are.community members are.


Need of synergy between departments Need of synergy between departments and other FB pages.and other FB pages.– We should post alumni affairs on official UF We should post alumni affairs on official UF

Facebook not only on UF Alumni Affairs or Facebook not only on UF Alumni Affairs or Alumni Affairs of colleges.Alumni Affairs of colleges.

ExamplesExamples

The Bucky Challenge at the University of The Bucky Challenge at the University of Wisconsin.Wisconsin.– An alumni offered matching gifts up to An alumni offered matching gifts up to

$30,000. For each new Facebook or Twitter $30,000. For each new Facebook or Twitter follower, $1 was donated to a scholarship follower, $1 was donated to a scholarship fund. fund.

– 19,432 “likes” were generated and $19,432 19,432 “likes” were generated and $19,432 went into the scholarship fund.went into the scholarship fund.

ExamplesExamples

John Hopkins UniversityJohn Hopkins University– Modeled on fantasy football, people “draft” Modeled on fantasy football, people “draft”

who they’d like to see at the 2012 reunion. who they’d like to see at the 2012 reunion. The person who gets the most points will win The person who gets the most points will win an iPad. You earn points by getting people to an iPad. You earn points by getting people to sign up and added points when people sign up and added points when people donate.donate.

Let’s Talk StrategyLet’s Talk Strategy

Which alumni group has most purchasing Which alumni group has most purchasing power? Who will benefit us more?power? Who will benefit us more?

Who is most likely to donate?Who is most likely to donate?

Who is most likely to share our content?Who is most likely to share our content?

Who is most likely to give us more value?Who is most likely to give us more value?

Three Month PlanThree Month Plan

According to data we have the most According to data we have the most engagement during Q3. July-September.engagement during Q3. July-September.

We should capitalize on quarter 4 when We should capitalize on quarter 4 when we have the largest decrease of we have the largest decrease of engagement.engagement.

Q4 is a great time remind alumni of their Q4 is a great time remind alumni of their school spirit. school spirit. – Athletic games, start of new year, etc.Athletic games, start of new year, etc.


Add Alumni Challenge for every like we Add Alumni Challenge for every like we donate $1 to a scholarship fund or the donate $1 to a scholarship fund or the construction of a new building. construction of a new building.

For every like or share they can increase For every like or share they can increase their chances to win tickets to football game their chances to win tickets to football game with paid hotel.with paid hotel.


Share photos of social media campaign Share photos of social media campaign #TheGatorNationIsEverywhere.#TheGatorNationIsEverywhere.

Not only concentrate on notable alumni Not only concentrate on notable alumni but also those with interesting stories. but also those with interesting stories.

We want our current fans to want to be We want our current fans to want to be part of this campaign after graduation. part of this campaign after graduation.

ConclusionConclusion

Social media plays an important role in Social media plays an important role in helping colleges stay connected with helping colleges stay connected with alumni.alumni.

We can also increase the value of their We can also increase the value of their education by expanding their school’s education by expanding their school’s recognition.recognition.

We need to reach our alumni and not only We need to reach our alumni and not only our current student body. our current student body.