The document discusses four essential online strategies for alumni professionals: 1) maintain frequency in communications to stand out from the ongoing information overload, 2) reuse content across different channels to increase exposure, 3) customize messages for different audiences and demographics for better engagement, and 4) embrace user-generated content and social media by letting go of control and joining online conversations.

1. The Four Essential Online Strategies for Today’s Alumni Professionals

4. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 95 billion E-mails sent last year

5. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 200 billion Text messages

6. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 25 billion Instant messages per day

7. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 220 million Frequent visitors of Facebook and MySpace

8. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 110 million Websites with more than 30 billion pages

11. And frequency matters with e-mail source: iModules Client Study for 2007 7x More engaged

12. And frequency matters with e-mail source: iModules Client Study for 2007 2x More likely to donate

13. And frequency matters with e-mail source: iModules Client Study for 2007 8x More likely to attend an event

14. E-mail and event registration First Email Second Email Third Email Fourth Email “ Mention” Discount Deadline Campaign Week

19. Online Engagement Curve Engagement Visits Site Visits Frequently Subscribes to Feeds Subscribes to content (Email, Newsletters) Registers for Community Contributes Content Invites Friends Anonymous Authenticated Visitor Lifecycle Member-to-Member Volume Every visitor matters

20. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 9 impressions Needed before a prospect takes action

21. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 10 percent Read a news blog last week

22. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 25 percent Sent or received news e-mail last week

23. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 24 percent Of youth market would change jobs if they couldn’t access Facebook during the workday

25. Embrace RSS for content reuse Content from the web Content to the web

30. Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 4x Click-through for targeted versus untargeted

31. Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 4 percent Marketers customize their e-mail messages

32. Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 35 percent Open rate compared to 25% industry average

34. Gender Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users 36% 36% 61% 41% 37% 39% 63% 63% 38% 59% 62% 60% Facebook MySpace LinkedIn Friendster Plaxo Hi5

35. Age Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users

36. Age and Giving Source: iModules community research and others

37. Targeted Advertising Alumni Facebook Social Ad Actual Facebook LinkedIn Impressions Clicks University 1 160,200 13,300 500+ 58,605 28 University 2 159,000 10,280 500+ 57,811 46 College 1 49,500 4,300 241 21,748 21 College 2 69,175 2,280 500+ 11,370 35 College 3 31,500 2,060 324 9,656 10

38. Out-of-network and targeted e-mail May 2008 Activity Addresses Recipients Opens Clicks University 1 30,855 80,195 10,714 3,217 University 2 40,525 47,710 12,292 11,239 College 1 2,222 1,983 683 480 College 2 16,891 52,438 12,417 20,253 College 3 14,479 53,168 13,564 24,629

41. User-generated media on the rise Various sources: Jupiter, Pew Internet Foundation, iModules and others 64 percent Teens create and post online content

42. User-generated media on the rise Various sources: Jupiter, Pew Internet Foundation, iModules and others 50 percent Of the top 25 websites are user-generated

43. User-generated media on the rise Various sources: Jupiter, Pew Internet Foundation, iModules and others 65,000 Videos posted each day on YouTube

45. Facebook Page – a first step

49. Thanks