APRA presentation for inDegree 2012

Enhanced opportunities through better connections

Presenting: Molly Wasko (Co-founder & CTO)Email: [email protected]

Phone: (888) 509-1149www.indegree.com


How do we stay connected with our students once they graduate?


Current methods

Exit Surveys: 30-40%

Mail & Home Phone: 10%

Email Campaigns: 35%


The problem for universities

Financial Pressures: Need Alumni• More reliant on alumni giving• Public criticisms over tuition hikes

Reporting Pressures: Need Tracking• Higher education accreditation• Greater accuracy and transparency

Regulatory Pressures: Need Data• Higher Education Scorecard & Gainful Employment • What’s a degree worth?


The problem for students/alumniDo we have any

alumni with a psychology degree

who went into entertainment?

I want to go to Silicon Valley to

run my start-up – who can I reach

out to?


Enhanced opportunities through better connections!


Agenda

Who we are

What’s interesting about social networks

Why we got started

What we actually do

What we’ve found out

Future directions


Who we are

• Ties/Links− University− School/College− Major− Year

Tie• Actors/Nodes

− Individuals− Teams− Academic Units− Alumni

Actor

What is a network?


A set of actors connected by ties

Enables flow of resources


Strong vs weak tie networks

University

School/College

Academic Units


Strong vs weak tie networks

How can we maintain these strong tie connections and make them “actionable” for our students/alumni and university stakeholders?


University systems today

Academic units build relationships

Student sent to career services to find jobs

After graduation, we rely on alumni associations

Relationships with academic units are lost

The student lifecyle



Impacts on development


Actionable alumni ties

The solution

Professional Networking

TranscriptData

“Mash Up”

All AmericanUniversity


How do we go from here?Name Admit Term Graduated Term Graduated Year Level Degree School Dept Major

First Name, Last Name Spring 2008 Spring 2009 UG BS BU ACIS ACFirst Name, Last Name Winter 2000 Spring 2009 UG BS BU MMID IDFirst Name, Last Name Spring 2007 Spring 2009 GR MBA BU GSM BADMFirst Name, Last Name Summer 2008 Spring 2009 GR MBA BU GSM BADMFirst Name, Last Name Fall 2006 Spring 2009 UG BS BU MMID MKFirst Name, Last Name Spring 2007 Spring 2009 UG BS BU ACIS ACFirst Name, Last Name Fall 2005 Spring 2009 UG BS BU FEQM ECFirst Name, Last Name Fall 2004 Spring 2009 UG BS BU FEQM FNFirst Name, Last Name Fall 2006 Spring 2009 UG BS BU FEQM FNFirst Name, Last Name Fall 2009 Spring 2009 UG BS BU MO MGFirst Name, Last Name Spring 2008 Spring 2009 UG BS BU ACIS ACFirst Name, Last Name Fall 2005 Spring 2009 UG BS BU MO MGFirst Name, Last Name Fall 2005 Spring 2009 UG BS BU FEQM FNFirst Name, Last Name Spring 2007 Spring 2009 GR MBA BU GSM BADMFirst Name, Last Name Fall 2006 Spring 2009 GR MBA BU GSM BADMFirst Name, Last Name Spring 2007 Spring 2009 UG BS BU MO MGFirst Name, Last Name Spring 2006 Spring 2009 GR MBA BU GSM BADMFirst Name, Last Name Summer 2007 Spring 2009 UG BS BU MMID IDFirst Name, Last Name Summer 2007 Spring 2009 UG CGSP BU MKID PRSPFirst Name, Last Name Fall 2007 Spring 2009 UG BS BU ACIS ACFirst Name, Last Name Fall 2005 Spring 2009 UG BS BU FEQM FNFirst Name, Last Name Spring 2005 Spring 2009 UG BS BU MMID MKFirst Name, Last Name Fall 2007 Spring 2009 GR MAC BU ACIS MACFirst Name, Last Name Fall 2007 Spring 2009 GR MBA BU GSM BADMFirst Name, Last Name Spring 2006 Spring 2009 UG BS BU MO MGFirst Name, Last Name Spring 2008 Spring 2009 GR MBA BU GSM BADMFirst Name, Last Name Fall 2006 Spring 2009 UG BS BU MO MG


To here?

All American University


Help strengthen and leverage strong tie relationships


Step 1 – Find them

1. Provide us with a list of alumni

2. We match to LinkedIn profiles

3. We combine data sources to provide alumni tracking and analytics


Step 2 – Keep them


Same data, customized analytics

Development

Alumni Services

AcademicUnits

Career Services


Step 3 – Stay connected

Electronic Trace Data

Ability to Track Success

Mass Customization of Messaging

A/B Testing to Measure Impacts

Web 2.0 Methods


FAQs ???

1. We are NOT violating LinkedIn’s user agreement, privacy policy or API terms of use

We match data via public search and gain permissions through API


FAQ?


FAQs ???

2. We are NOT allowed to sell LinkedIn data

We create value by offering advanced analytics: matching, permissions and communication services – the LinkedIn data is free



Free form fields are messy


Growth trends on LIJun 29 Aug 2 1 month

University 1 47,177 47,984 807 1.7%University 2 67,593 69078 1,485 2.1%University 3 9,581 9,749 168 1.7%University 4 134,593 136492 1,899 1.4%University 5 128,182 130,063 1,881 1.4%University 6 91,684 93461 1,777 1.9%University 7 6,784 6,894 110 1.6%University 8 124,067 126,742 2,675 2.1%University 9 81,920 83,106 1,186 1.4%University 10 49,653 50,314 661 1.3%University 11 75,848 77,009 1,161 1.5%University 12 23,154 ??? 0.0%University 13 12,533 12,703 170 1.3%University 14 82,039 83,114 1,075 1.3%University 15 9,498 9,675 177 1.8%University 16 137,418 139,157 1,739 1.2%University 17 53,085 54,105 1,020 1.9%University 18 40,588 41,139 551 1.3%University 19 5,409 5,491 82 1.5%University 20 59,639 60,494 855 1.4%University 21 8,290 ??? 0.0%University 22 88,429 89,963 1,534 1.7%


FAQs ???

3. We are NOT competing with LinkedIn

We are trying to help build the user-base of social media platforms and increase their value to users


What have we found?

University Demos: 10

Sample Size: 8,500

Overall Matching: 38%


Accuracy of university data

Average # of Names for U: 6

# Picking U over B-School: 50%

Includes Year: 93%

Includes Degree/Major: 86%


% Match by year

1943

1950

1953

1956

1959

1962

1965

1968

1971

1974

1977

1980

1983

1986

1989

1992

1995

1998

2001

2004

2007

2010

0%

10%

20%

30%

40%

50%

60%


% Match by decade

1940 1950 1960 1970 1980 1990 2000 20100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

On LINot Found

7% 15% 26% 28% 37% 33% 50%


% Match by decade

1940 1950 1960 1970 1980 1990 2000 20100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

On LINot Found

7% 15% 26% 28% 37% 33% 50%

22% have not updated profile with a current position


Academic achievement

Associates Bachelors JD Masters PhD/Post0%

10%

20%

30%

40%

50%

60%

6%

40%

32%

51%

22%


Top degrees

ASNBSN

MAED

PhD/P

ostD

oc BAM

A JDBBA

MHADM BS

MBA

MS

MACC

0%

10%

20%

30%

40%

50%

60%

70%

6%

13% 15%

22%25%

30% 32%

39%

48% 48%55%

60% 60%


Academic Fields – Over 50%

Computer Science

Business

MBA

Economics

48% 50% 52% 54% 56% 58% 60% 62% 64%

61%

55%

55%

53%


Academic Fields – 30%-49%

Health Administration

Communications

Engineering

Counseling

Accounting

International Relations

Law

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

47%

40%

40%

37%

37%

34%

31%


Academic Fields – 20-30%

English

Humanities

Physics

Chemistry

Physiology

History

Political Science

Nurtition Sciences

Psychology

Microbiology

Medicine

0% 5% 10% 15% 20% 25% 30%

28%

28%

27%

27%

25%

24%

24%

23%

23%

23%

21%


Academic Fields – < 20%

Biology

Mathematics

Education

Exercise & Sport Science

Neurosciences

Other

Nursing

Criminal Justice

0% 5% 10% 15% 20% 25%

19%

18%

18%

18%

14%

13%

10%

6%


Prospect research

1970s 1980s 1990s 2000s 2010s0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

35.44%29.26%

37.62%

52.60%

74.29%

1,000 lost MBAs443 on LinkedIn207 abroad

Avg Alumni Donation: $235Donor Potential: $104,105


Conclusions

Only 38% on LI: Need to Build• LinkedIn needs broader user base• Facebook needs university and career data

U. Data is Messy: Need Accuracy• Students/Alumni need help with fields• University needs better ways to monitor

Missing Critical Data: Need Majors• Still missing key fields of degree/major program • Making strong tie connections actionable


It’s time for a comprehensive social media strategy for higher education


Competitive Pressures


Competitive Pressures


Social Media Strategy for HE

1. Allow users to easily give permission to share profile

2. Expand communications3. Reputation control & verified

degrees4. Connect users automatically5. Ability to create/manage alumni

groups


Allow users to easily give permission to share profile


Expanded communications


Reputation control & verified degrees


Connect users automatically


Connect users automatically


Ability to create/manage alumni groups


Why would a social media platform agree?

1. Universities can help build user-base of college educated professionals

2. Increase communications and value of time on platform

3. Users receive better functionality4. Education profiles would be

complete and accurate


Platform independence


Summary of services