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DESCRIPTION
Leveraging your existing digital communications systems to better connect with your constituents. See how you can use all your social media, content management, email and CRM systems to get more donations, attract more students and engage with alumni.TRANSCRIPT
Leveraging Your Existing Email, Web and Mobile Systems to Increase Effectiveness and Reduce Cost
Prepared by Kirby WinterseduWeb Conference 2011 – San Antonio
Confidential© 2008 Solar Velocity
Who We Are• End-to-End, Full Service Consulting and Solutions Digital
Marketing Firm• Founded in 1999• Headquartered In Atlanta, GA• Voted “Innovative Company of the Year” and “Best Place to Work
in Atlanta”• Mobilize the right people, the right skills, and the right
technologies• Low employee and client turnover rates• Culture is innovative, stable and client-focused
INTRODUCTION
Digital marketing and communications infrastructure can be daunting.
Integrating tools and software systems from disparate vendors is complex.
How can an institution’s website, constituent portals, social media presence, news feeder and email management platforms be drawn together to work from a central core, ensuring consistency and minimizing efforts?
Office: 404-978-2240 www.solarvelocity.com
THE PROBLEM
Many institutions have not yet established a consistent communications strategy and pipeline, leaving an assortment of messaging being issued from a number of departments and offices rather than a central point. This usually results in inconsistent content quality and style, which can lead to message confusion and brand confusion among alumni.
For example, redundant engagement occurs when two different offices send emails announcing a particular event to constituents. This redundancy means wasted money in time spent to prepare two emails, as well as in email inbox clutter that can frustrate and alienate alumni.
Office: 404-978-2240 www.solarvelocity.com
WHERE TO BEGIN
Strategy before execution – Understanding institutional requirements is imperative to defining a successful strategy. Initial planning should include:
1. Website Design & Architecture
2. Existing Systems Review
3. Content Strategy
4. Intranet /Extranet Communications
5. Social Media Campaigns
6. Support Infrastructure
7. Departmental Oversight
Office: 404-978-2240 www.solarvelocity.com
DEFINE YOUR AUDIENCE
Institutions are embracing technology but seldom harness all facets. Each type of audience prefers to receive their information in specific ways. Understanding how to best reach each type of audience will drive your communications strategy.
Office: 404-978-2240 www.solarvelocity.com
.EDU
Students
Human Resourc
es
Alumni
Executive Team
Faculty
Staff
Prospects
REACH PEOPLE WHERE THEY ARE MOST COMFORTABLE
Just as your audience uses different channels to stay in touch with their interpersonal connections – preferring email for work and Facebook for friends, for example – they want to be able to make the same kinds of choices when connecting to their alma mater.
Rather than viewing the vast array of social media and online channels as a daunting barrier, development and marketing staff should instead view the wealth of options as a greater opportunity to more quickly and meaningfully strengthen connections.
Office: 404-978-2240 www.solarvelocity.com
USE YOUR TOOLS
Integrate your solutions for efficiency and productivity.
Harness the tools at your disposal: Blackbaud Banner Luminis SharePoint Sitefinity
Integrated systems are more powerful than each one individually.
Office: 404-978-2240 www.solarvelocity.com
CMS
Portal
RELY ON THE EXPERTS
Training alone will not guarantee success with complex software systems.
Poorly utilized systems result in wasted money and time.
Effectively utilizing your tools is critical to staying at the forefront of your constituent’s thoughts.
1 + 1 = 4
CREATE YOUR COMMUNICATIONS HUB
Office: 404-978-2240 www.solarvelocity.com
Your communications hub should be central to your entire constituent base.
Blend your systems together to remove redundancy.
Improve efficiency by empowering users to receive information when they want it.
Existing System
s
Social Networ
ks
Social CRM
Analytics Tools
Mobile Apps .ED
UWeb
REAL WORLD RESULTS
Case Study: Morehouse School of Medicine
Five Year Strategic Plan: “Restructure the Web site, leverage social marketing tools, and produce a new brand identity program.”
Rebuilt and rebranded the 2,000+ page website to be more intuitive and meet the needs of the visitors. Implemented Alumni portal.
Increased website traffic by 600%. Alumni engagement jumped by over 20%.
Implemented Facebook, Twitter and YouTube campaigns.
Office: 404-978-2240 www.solarvelocity.com
COMMUNICATIONS HUB IN ACTION
MSM News Station Blackbaud
NetCommunity for constituent newsletters and timed updates
SharePoint workflow for decentralized categories news (departments, topics, events)
Banner Luminis for constituent portal access
Mobile apps for external news and events communication access
Office: 404-978-2240 www.solarvelocity.com
Blackbaud NetComm
unity
Facebook and Twitter
Feeds
SharePoint News
Workflow
Banner Luminis Portal
iPad App MSM
Web
DOING MORE WITH LESS
Installing new systems is not always the right solution to the problem of communicating efficiently with your constituents.
Optimizing the use of your systems through process development improves efficiencies and decreases overlapping work effort. Streamlining the workflow Using the right tool for the job Combining systems in a seamless process to become more
efficient Reaching your constituents where they are listening Setting metrics and measuring your success
Office: 404-978-2240 www.solarvelocity.com
CONCLUSION
Change your thinking to target the best communications tools for each constituent group. Seldom is there only one tool for one group.
Building a Communications Hub to simplify your process will improve your messaging and increase your workflow, saving the institution time and money.
Contact Info: Kirby Winters COO, Co-founder Solar Velocity LLC 404-978-2242 [email protected]
Office: 404-978-2240 www.solarvelocity.com