The Value of Online Relationships: How to grow, measure, and leverage your institutional social networks. In this session we will focus on what your online relationships really mean and outline strategies for how you can cultivate a vibrant stakeholder group that strengthens the value of your institution and your brand. Using both cutting edge industry data and case studies, we will go beyond your Facebook, Twitter, Linkedin, and YouTube pages to help you understand how to harness immediate value from these networks and translate it into measurable outcomes and a competitive advantage.

1. The Value of Online Relationships
Really, another status update? How’s that valuable to me?
Grant Sabatier
Vice President Digital Strategy
AACSB Building B-School Symposium
March 6, 2012 EDUVANTIS

2. Grant Sabatier
Vice President Digital Strategy at Eduvantis
Eduvantis is the market leading competitive strategy
firm for business schools and higher education. We
have worked with a wide variety of higher education
institutions across the world to help them solve their
most pressing challenges.
grant@eduvantis.com
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3. What We Are Going To Cover
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4. What We Are Going To Cover
• How online relationships can make your institution
more competitive
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5. What We Are Going To Cover
• How online relationships can make your institution
more competitive
• The unique challenges of building and managing online
relationships at business schools
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6. What We Are Going To Cover
• How online relationships can make your institution
more competitive
• The unique challenges of building and managing online
relationships at business schools
• The 4 elements of a successful online relationship
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7. What We Are Going To Cover
• How online relationships can make your institution
more competitive
• The unique challenges of building and managing online
relationships at business schools
• The 4 elements of a successful online relationship
• The 5 things you can do to leverage your online
relationships and strengthen your brand
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8. The Role of Competitive Strategy
Online Relationships
Stronger online relationships create better online
experiences.
As more stakeholders experience your brand online—
better online experiences create a competitive
advantage.
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9. Eduvantis 5 Dimensions of Competition
Online relationships need to strengthen and communicate
the unique dimensions of your:
© Eduvantis “Five Dimension of Competition” EDUVANTIS 5

10. Eduvantis 5 Dimensions of Competition
Online relationships need to strengthen and communicate
the unique dimensions of your:
1.
Product
KEY PRODUCT
RELEVANCE
QUALITY
UNIQUENESS
© Eduvantis “Five Dimension of Competition” EDUVANTIS 5

11. Eduvantis 5 Dimensions of Competition
Online relationships need to strengthen and communicate
the unique dimensions of your:
1. 2.
Product Experience
KEY PRODUCT DELIVERY
RELEVANCE STRUCTURE
QUALITY STUDENT
UNIQUENESS EXPERIENCE
© Eduvantis “Five Dimension of Competition” EDUVANTIS 5

12. Eduvantis 5 Dimensions of Competition
Online relationships need to strengthen and communicate
the unique dimensions of your:
1. 2. 3.
Product Experience Outcomes
KEY PRODUCT DELIVERY QUALITY OF
RELEVANCE STRUCTURE RECRUITING
QUALITY STUDENT GRADUATE
UNIQUENESS EXPERIENCE OUTCOMES
© Eduvantis “Five Dimension of Competition” EDUVANTIS 5

13. Eduvantis 5 Dimensions of Competition
Online relationships need to strengthen and communicate
the unique dimensions of your:
1. 2. 3. 4.
Product Experience Outcomes Impact
KEY PRODUCT DELIVERY QUALITY OF ALUMNI
RELEVANCE STRUCTURE RECRUITING ENGAGEMENT
QUALITY STUDENT GRADUATE LIFELONG
UNIQUENESS EXPERIENCE OUTCOMES LEARNING
© Eduvantis “Five Dimension of Competition” EDUVANTIS 5

14. Eduvantis 5 Dimensions of Competition
Online relationships need to strengthen and communicate
the unique dimensions of your:
1. 2. 3. 4. 5.
Product Experience Outcomes Impact Perception
KEY PRODUCT DELIVERY QUALITY OF ALUMNI
RELEVANCE EXTERNAL
STRUCTURE RECRUITING ENGAGEMENT PERCEPTION
QUALITY STUDENT GRADUATE LIFELONG VALIDATION
UNIQUENESS EXPERIENCE OUTCOMES LEARNING
© Eduvantis “Five Dimension of Competition” EDUVANTIS 5

15. What’s Happening Today?
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16. Social Media Fatigue
According to a recent Gartner survey:
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17. Social Media Fatigue
According to a recent Gartner survey:
of Aspirers (younger, more mobile, brand
31 % conscious consumers) indicated that they were
bored with their social networks.
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18. Social Media Fatigue
According to a recent Gartner survey:
of Aspirers (younger, more mobile, brand
31 % conscious consumers) indicated that they were
bored with their social networks.
indicated that they were using their main social
24 % media site “a little less” or “a lot less” than
when they first started using it.
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19. Social Media Fatigue
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20. Social Media Fatigue
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21. Social Media Fatigue
Users are feeling “too
connected” and have
started ignoring feed
messages, updates, and
are now fine-tuning their
relationships. Social
media is becoming less
and less about the
number of connections,
friends, or “Like”s
...and more about “Value”
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22. The 4 Elements of a
Successful Online
Relationship
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23. EDUVANTIS 10

24. 1. Value
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25. 1. Value
2. Trust
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26. 1. Value
2. Trust
3.Engagement
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27. 1. Value
2. Trust
3.Engagement
4.Enchantment
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28. 1. Value
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29. 1. Value
The Business School Challenge
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30. 1. Value
The Business School Challenge
What unique value can you provide for your
stakeholder groups and how can they provide value
for you? All of these groups are expecting something
different from you.
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31. 1. Value
The Business School Challenge
What unique value can you provide for your
stakeholder groups and how can they provide value
for you? All of these groups are expecting something
different from you.
• Students • Staff
• Alumni • Prospective Students
• Faculty • The Global Business Community
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32. How To Provide Value
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33. How To Provide Value
Information
Provide content that your stakeholder groups care about
and let them know the reason you are sharing it. Passing
along an article about your institution in the news is not
enough. Explain why and how it is valuable to them.
Encourage your key stakeholders to do the same.
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34. How To Provide Value
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35. How To Provide Value
Insights
Offer an opinion or insight that could only come from an
institution like yours. Be distinct in your commentary and
support the unique views of your institutional culture.
Encourage your key stakeholders to do the same.
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36. How To Provide Value
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37. How To Provide Value
Assistance
Give your stakeholders advice or assistance that could
only come from your institution. Help, support, and
strengthen your stakeholder groups and they will engage
more. Encourage your key stakeholders to do the same.
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38. 1. Value
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39. 1. Value
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40. 2. Trust
graphic courtesy of briansolis.com
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41. 2. Trust
graphic courtesy of briansolis.com
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42. 3. Engagement
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43. 3. Engagement
Timing is everything and a majority of your
stakeholders are always connected through
their computers, tablets, and mobile devices.
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44. 3. Engagement
Timing is everything and a majority of your
stakeholders are always connected through
their computers, tablets, and mobile devices.
• Respond promptly
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45. 3. Engagement
Timing is everything and a majority of your
stakeholders are always connected through
their computers, tablets, and mobile devices.
• Respond promptly
• Engage often
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46. 3. Engagement
Timing is everything and a majority of your
stakeholders are always connected through
their computers, tablets, and mobile devices.
• Respond promptly
• Engage often
• Tell your story
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47. 3. Engagement
Timing is everything and a majority of your
stakeholders are always connected through
their computers, tablets, and mobile devices.
• Respond promptly
• Engage often
• Tell your story
• Connect in unique and targeted ways with different
stakeholder groups
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48. 3. Engagement
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49. 4. Enchantment
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50. 4. Enchantment
n.
1. the act of enchanting or the state of being enchanted
2. a great charm, fascination, attraction, or delight
3. a magic spell or to subject a magical influence
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51. Online Relationship Best Practices:
Top Business School Deans
on Social Media
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52. Online Relationship Best Practices:
Top Business School Deans
on Social Media
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53. Online Relationship Best Practices:
Top Business School Deans
on Social Media
VALUE TRUST ENGAGEMENT ENCHANTMENT EDUVANTIS 21

54. Online Relationship Best Practices:
Top Business School Deans
on Social Media
VALUE TRUST ENGAGEMENT ENCHANTMENT EDUVANTIS 21

55. Online Relationship Best Practices:
Top Business School Deans
on Social Media
VALUE TRUST ENGAGEMENT ENCHANTMENT EDUVANTIS 21

56. The 5 Things You Can Do
To Leverage Your Online
Relationships And
Strengthen Your Brand
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57. 1. Gather, Measure, and
Analyze Your Data
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58. 1. Gather, Measure, and
Analyze Your Data
Use a mix of established metrics and your own metrics
based on your goals to measure “Value”
Develop an equation and use it for each stakeholder
group.
Track and measure your data week to week and month to
month across all stakeholder groups. Compare metrics
side by side.
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59. 1. Gather, Measure, and
Analyze Your Data
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60. 1. Gather, Measure, and
Analyze Your Data
Simple “Value” Equation
Goal: increase engagement, mentions, and shares
number of post responses and questions
+ number of mentions
+ number of shares
+ new followers
- total number of your institution’s original posts (not
responses)
= “Value”
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61. 2. Identify Brand Ambassadors
© Eduvanits “Five Dimension of Competition” EDUVANTIS 25

62. 2. Identify Brand Ambassadors
Empower key members of each of your stakeholder
groups to be your brand ambassadors. This will extend
the conversation, create more brand touch points, and
add more voices/substance.
© Eduvanits “Five Dimension of Competition” EDUVANTIS 25

63. 2. Identify Brand Ambassadors
Empower key members of each of your stakeholder
groups to be your brand ambassadors. This will extend
the conversation, create more brand touch points, and
add more voices/substance.
Educate your brand ambassadors on how to address and
communicate the unique dimensions of your institution’s:
© Eduvanits “Five Dimension of Competition” EDUVANTIS 25

64. 2. Identify Brand Ambassadors
Empower key members of each of your stakeholder
groups to be your brand ambassadors. This will extend
the conversation, create more brand touch points, and
add more voices/substance.
Educate your brand ambassadors on how to address and
communicate the unique dimensions of your institution’s:
1. 2. 3. 4. 5.
Product Experience Outcomes Impact Perception
© Eduvanits “Five Dimension of Competition” EDUVANTIS 25

65. 3. Create and Share Your Unique Story
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66. 3. Create and Share Your Unique Story
Develop single clarity around your own story
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67. 3. Create and Share Your Unique Story
Develop single clarity around your own story
Build on your institutions distinct brand attributes
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68. 3. Create and Share Your Unique Story
Develop single clarity around your own story
Build on your institutions distinct brand attributes
Create bold and distinctive brand expression—defining
and communicating the personality of the institution
and its people
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69. 3. Create and Share Your Unique Story
Develop single clarity around your own story
Build on your institutions distinct brand attributes
Create bold and distinctive brand expression—defining
and communicating the personality of the institution
and its people
Share and empower your key stakeholders and brand
ambassadors with this story
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70. 3. Create and Share Your Unique Story
Develop single clarity around your own story
Build on your institutions distinct brand attributes
Create bold and distinctive brand expression—defining
and communicating the personality of the institution
and its people
Share and empower your key stakeholders and brand
ambassadors with this story
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71. 3. Create and Share Your Unique Story
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72. 4. Look For Value
Beyond Communications
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73. 4. Look For Value
Beyond Communications
Online Relationships have potential beyond social media
and can lead to powerful:
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74. 4. Look For Value
Beyond Communications
Online Relationships have potential beyond social media
and can lead to powerful:
COLLABORATION
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75. 4. Look For Value
Beyond Communications
Online Relationships have potential beyond social media
and can lead to powerful:
COLLABORATION
INNOVATION
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76. 4. Look For Value
Beyond Communications
Online Relationships have potential beyond social media
and can lead to powerful:
COLLABORATION
INNOVATION
ACCOUNTABILITY
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77. 4. Look For Value
Beyond Communications
Online Relationships have potential beyond social media
and can lead to powerful:
COLLABORATION
INNOVATION
ACCOUNTABILITY
RESPONSIBILITY
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78. 4. Look For Value
Beyond Communications
Online Relationships have potential beyond social media
and can lead to powerful:
COLLABORATION
INNOVATION
ACCOUNTABILITY
RESPONSIBILITY
on a global scale...
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79. 4. Look For Value
Beyond Communications
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80. 5. Build The Social Campus
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81. 5. Build The Social Campus
The Social Campus is an extension of your physical
campus—provide support, instruction, conversations, and
services across multiple platforms.
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82. 5. Build The Social Campus
Build an ecosystem around your institutions—that both
reinforces your brand value and creates multiple touch
points.
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83. 5. Build The Social Campus
The Social Campus should be an online expression of
your physical campus and represent your distinct brand.
Convey your culture and your unique experiences.
Tell Your Story.
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84. 5. Build The Social Campus
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85. 5. Build The Social Campus
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86. And Remember...
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87. And Remember...
Stronger online relationships
create
better online experiences.
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88. And Remember...
Stronger online relationships
create
better online experiences.
Better online experiences create
a competitive advantage.
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89. Grant Sabatier
Vice President Digital Strategy
grant@eduvantis.com
312.332.9100 ex. 103
www.eduvantis.com EDUVANTIS 36