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Learn more about how to review and analyze your social media data for alumni relations. This presentation was originally delivered at the CASE V Midwest Conference in December of 2013 in Chicago. In my role overseeing graduate business alumni communications for the University of Notre Dame's College of Business, I manage a Facebook and LinkedIn page with over 2,200 followers for each. This presentation provides an overview of a year-long study conducted to discover new insights into just what is most likely to peak the interest of our alumni base.
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Finding Actionable Information in your Social Media Data
Finding Actionable Information in your Social Media DataTim Ponisciak
University of Notre Dame
Mendoza College of Business
The World of Graduate Alumni Relations
12,000 Alumni
6,200 MBA
2,100 EMBA
• Work for: E&Y, Deloitte, PwC, KPMG, IBM, Boeing, Target• What they do: Finance, Sales, Operations, Accounting, Marketing,
Consulting
2,000 MSA
1,700 MNA
The World of Graduate Alumni Relations
• Goal• Engage and involve our graduate business alumni so
the College of Business has a stronger current student experience and alumni network
Our Social Media Landscape
Facebook – 2,173 (18%)
LinkedIn – 2,411 (20%)
Twitter – 319 (2.7%)
Youtube
Google+
How does this compare?• Notre Dame Alumni Association (approximately 130,000
living alumni)• Facebook – 24,059 (18%)• LinkedIn – 34,123 (26%)• Twitter – 3,417 (2.6%)
Current Landscape for ND Social Media
Our focus• College of Business related information• Notre Dame related content• Business related articles of interest
Social Media For Alumni• What percentage of alumni list Facebook as a preferred
method for receiving updates from their alma mater?*• 25%• LinkedIn – 8%, Twitter – 5%
• Does this correlate with any alumni actions?• More likely to:*
• Make a gift in the next year• Rank alma mater 1 or 2 for philanthropic priority• Believe alma mater is worthy of support• Attend alumni events
*Eduventures 2013 Webinar - Three Unexpected Insights: What Really Matters to Alumni
Art vs. Science• How do we handle our
social media posting?• Real time
• How much time do you spend on working on social media?
• How far in advance do you plan your content posting?
Our Conversations• Odd fact – unique news story• Invitation• Well wishes• Or… Notre Dame football
Our Social Media Conversation• What are topics that you
typically cover in your social media posts?
• College of Business• Notre Dame• Football• Event marketing• Form marketing• General business
Topics
College of Business Post
TopicsNotre Dame Post
TopicsND Football Post
Topics
Event Post
Topics
Form Post
Topics
General Business Post
Number of Facebook Posts
Tone
Questioning/Stimulating Interaction
Tone
Congratulatory/Well Wishes
ToneNostalgic/Student Experience
ToneInformative
ToneReminder
Tone – Breakdown of Facebook Posts
Pieces of Data• Likes• Views• Comments• Clicks from Bit.ly
Sorting everything out
Sorting everything out
Sorting Everything Out
Sorting Everything Out
Sorting Everything Out
The Words We Use
Tepper School of Business
Goizueta School of Business
Use of photos
Is there a photo included?
Avg. Number of Views
Avg. Number of Likes
No 522 10
Yes 924 17
Use of Links
Was a link included?
Avg. Number of Views
Avg. Number of Likes
No 905 16
Yes 460 9
Bit.ly ClicksLink Type Avg. Number of Clicks Number of Articles
College of Business 22 23
Event 15 17
Football 12 3
Form 197 2
General Business 13 16
Notre Dame 21 23
Click ThroughsLink Clickthroughs Category
New business research database available to alumni
155 College of Business
Meet the new graduate alumni board
79 College of Business
Mendoza brings in top business execs
76 Event Marketing
Email Marketing – the most and least effective keywords
72 General business
Alumni Award Winners Announced
68 College of Business
Graduate Alumni Tailgate Registration
64 Event Marketing
How does this help us formulate our strategy?
• Have students to take more photos/video• Assign a staff member to each event to take photos• Focus more on messages about the College of Business, and
less on general business articles• Diversify our posts so we also talk more about MSA and MNA news• Increase number of posts advertising local alumni events• Plan each week to have: 2-3 College of Business posts, one post that is
either football or ND related, and then fill in with events and reminders as appropriate
• Find more news to make people feel proud to be a part of our College• Coordinate with students to create network to find/create more content
related to the student experience• Utilize more action verbs
Thank you!
Contact Info:
Tim Ponisciak
Graduate Alumni Relations Director
574-631-4859
Facebook: University of Notre Dame Mendoza College of Business Graduate Alumni
LinkedIn: University of Notre Dame Mendoza College of Business Graduate Alumni Relations
