1. Building Relationships One Tweet at a Time
Utilizing Social Media
Margaret C. Mullin
Pacific Northwest Chapter

2. Workshop Objectives
At the conclusion of this workshop you will be able to:
Create a basic communication and marketing plan for your alumni chapter.
Identify social media.
Compare and contrast some of the most popular social media.
Understand to use Social Media to build relationships and improve alumni participation and satisfaction

3. Agenda What is Social Media? Introduction
Communication and Marketing Plan
Social Media Options
Traditional Options
Resources
Who is using social media?
How are you currently contacting alumni?
What works best?
Williamsburg Chapter

4. What is Social Media?
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. ... en.wikipedia.org/wiki/Social_media
media that is created to be shared freely en.wiktionary.org/wiki/social_media
A category of sites that is based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, and other sites that are centered on user interaction. searchenginewatch.com/define
Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings
Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog ...
Any website or web service that utilizes a 'social' or 'Web 2.0' philosophy. This includes blogs, social networks, social news ... webtrends.about.com/od/web20/a/web20-glossary_2.htm
Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc)
An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures
The term social media describes media that is posed by the user and can take many different forms. Some types of social media are forums, message boards, blogs, wikis and podcasts. Social media applications include Google, Facebook and YouTube.
Social media is any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content on the website.
A million different definitions from a million different people. But over at Duct Tape Marketing they say “[s]ocial media is the use of technology combined with social interaction to create or co-create value.”

5. Pacific Northwest Chapter
Introduction
Pacific Northwest Chapter – Previous attempts unsuccessful
What is different this time?
More technology options available
Establish core leadership group
Engage all age groups
Build relationships
Encourage volunteers
Steady growth
Programs that appeal to multiple groups
Offer good mix of events including family friendly events
1st Year Accomplishments
35 plus at chapter kickoff event
78 members on linkedin
2 events, another next weekend
3 more events planned for this year
Pacific Northwest Chapter

6. Communication and Marketing Plan
What are your objectives?
Who are you targeting?
What are their interests?
How will you measure results?
Objectives
Fundraising
Social
Professional networking
Service
Target market
Average age
Age range
Geographic range
Build out from core leadership group
Interests
Survey - results
Results
Charlotte Chapter

7. Email What is it? Pros: Cons:
Electronic mail, a protocol for receiving, sending, and storing electronic messages.
Pros:
Everyone has it
Easy to use
Easily accessible
Cons:
addresses change
Mailboxes full

8. LinkedIn What is it? Pros: Cons:
Business-oriented social networking site
Pros:
Can contact many people at one time using groups
Create community
Cons:
Not everyone is using it
Requires profile setup

9. Evite What is it? Pros: Cons:
Social-planning website for creating, sending, and managing online invitations
Pros:
Can publicize events and invite many people at one time
Invitees can interact
Address Book
Cons:
Requires some setup for users
Not always easy to use

10. Chapter Website What is it? Pros: Cons:
JMU Alumni sponsored chapter websites
Pros:
Logical first place for alumni to look for information
Cons:
Requires some setup for users
Needs upkeep to prevent looking “dated”.

11. Picasa What is it? Pros: Cons: Picasa is a software application for
organizing and editing digital photos.
Pros:
Ability to edit, post and view photos.
Cons:
Requires some setup for users
Needs upkeep to prevent looking “dated”.

12. Phone What is it? Pros: Cons: Did not get a chance to Google this!
Easiest to use
Highest personal touch
Cons:
Time consuming
Hard to reach
May catch people at a bad time

13. Twitter What is it? Pros: Cons:
Free social networking and micro-blogging service that enables its users to send and read messages known as tweets.
Pros:
Good “notifier”
Good way to stay current
Cons:
144 characters per message
Requires account
Easy to miss messages – real time

14. Facebook What is it? Pros: Cons: Free social networking website.
Offers individual and group profiles
Build community
Cons:
Requires account
Security/Privacy issues

15. General Recommendations
 Keep it Simple
 Keep it Current
 Keep it Relevant
 Use a Blend of Communication Methods
Start with the Chapter Website
 Follow-up with Inquiries

16. Resources General Alumni Futures http://www.alumnifutures.com/
General
Alumni Futures
10 Ways Universities Are Engaging Alumni Using Social Media
Mailchimp -
LinkedIn –
Evite –
Chapter Website
Picasa
Phone
Teleconferences - I Conference Free
Twitter –
Facebook –

17. Question/Comments?
Go Dukes!