CASE Award Submission: Social Media

CASE District III Awards Division X: World Wide Web and Electronic Communication

Category 52: Best Use of Social Media in Alumni Programming

Submitted by: Paul J. Clifford President & CEO East Carolina Alumni Association

facebook.com/ecaafanpage

twitter.com/piratealumni

piratealumni.com/linkedin

youtube.com/piratealumni

flickr.com/piratealumni

foursquare.com/piratealumni

Introduction The East Carolina Alumni Association has committed to a comprehensive technology strategy utilizing social media tools to inform, involve, and serve members of the East Carolina family throughout their lifelong relationship with ECU. Social media is utilized throughout our entire Alumni Association program to meet our mission and keep alumni and friends informed.

Objectives The following objectives not only support the Association’s mission, but also generate, cultivate, and steward alumni support, which is critical to the University’s mission. Our objectives are as follows: • Through social media, position the Alumni Association as the primary connection between alumni and the institution • Use social media to inform, involve, and engage alumni • Increase our brand awareness and monitor our brand reputation through social media • Infuse our social media outlets with relevant, fresh, and dynamic content • Increase possible number of touch points through using social media • Meet alumni where they are and deliver value to their East Carolina relationship Therefore, our social media strategy supports the University’s mission to serve as a national model for public service and regional transformation by keeping our alumni connected with and informed about their alma mater.

Methods of Delivery of Social Media Content Alumni Engagement Facebook, Flickr, LinkedIn, Twitter, and YouTube are all terrific ways to engage alumni, friends, and volunteers. Our LinkedIn page provides a place for ECU professionals to network and find valuable job information among friends. Group discussions are often started by questions such as “What is the best career advice you’ve received?” being posed. Twitter provides an immediate means of announcing alumni and University news, and upcoming alumni and University events to followers. Facebook offers an online community for ECU alumni and friends to interact with one another and receive information about alumni events and fellow graduates from the Alumni Association.

Our YouTube channel has a number of videos, including informational videos about the Alumni Association, component videos for our annual reports, commercials for our scholarship fundraisers, a vodcast for incoming students, videos that showcase talented ECU students who promote Association membership, a membership commercial, television appearances, the scholarship “congratulations” video, and video of select alumni events. Flickr is our portal for all Alumni Association event photos. After each event, photos are uploaded to our Flickr account, which also feeds our Web site’s photo gallery. Alumni can simply click a photo and download a copy from Flickr.

While we have talked about each of these social media sites independently, we utilize them cooperatively. Videos and photos uploaded to YouTube and Flickr automatically appear in our Facebook stream as do podcasts of our radio show A Pirate’s Life for Me!. When jobs are posted in our LinkedIn group, people who are connected to us on Twitter and Facebook are made aware of the new opportunity. Our presence on social media can be accessed

from our homepage via the “Let’s Be Social” button links section or via the Wibiya bar at the bottom of the page.

Utilizing social media as a primary source of information dissemination allows the Alumni Association to publicize EVERY event, activity, program, and networking opportunity to alumni and friends who take advantage of these services. Direct social media links are available on our Web site home page PirateAlumni.com and are included in all e-mail correspondence and marketing.

Recently, the Alumni Association began to engage alumni and friends through the use of the geolocation-based application Foursquare. For instance, fans attending a home football game but were not attending Alumni Tailgate could “check in” on Foursquare at the registration table and receive one of our commemorative spirit posters and game cups. We utilize the opportunity to share information about the Alumni Association and promote the Association to other tailgaters.

Managing the Alumni Association’s presence on Facebook and Twitter is simplified and enhanced through the use of Hootsuite, an online social media client that schedules status updates and provides an inline URL-shortening service to track statistics. We’ve posted 2,059 updates to social media through Facebook and Twitter since we started doing so in September 2009. During 2010 our updates yielded 21,321 clicks.

Hootsuite statistical data of clicks, November 2010-October 2011

EC Alumni Magazine EC Alumni magazine is now the premier quarterly publication of the Alumni Association.

This 36-page magazine includes alumni feature stories, news from the University’s colleges and schools, updates from University Advancement, information about how alumni can advocate for the University, and a look at University history.

Through Issuu, alumni and friends can view our magazine from the comfort of their desktop by flipping through each page, zooming in on particular items of interest, and even click links for more information on our Web site. Tweets and Facebook posts along with a blast e-mail announce the latest edition of EC Alumni to our constituents where they are invited to read the magazine online in a format similar to recieving the hard copy. Access EC Alumni online at PirateAlumni.com/ ECAlumni.

Issuu Readers: 8,054 Issuu Unique Pageviews: 69,027

Annual Report The Alumni Association’s annual report is a combination of an 8-page print piece and complementary online video testimonials. These videos consist of messages from our Board Chairperson, select award recipients, at least one student, from Alumni Association members, and from our President and CEO. The Web page dedicated to the annual report has a built-in video player that allows the reader to conveniently view the component videos and these videos are also posted on our YouTube channel. The annual report is also available online and can be viewed through Issuu. The printed report is sent only to Alumni Association members, but all alumni with valid e-mail addresses receive an e-mail notification of the annual report and how to view it online.

Tweets and Facebook posts announce the annual report to our constituents, including a link to access the online version and videos. Access our 2010-2011 annual report online at PirateAlumni.com/AnnualReport.

Issuu Readers: 128 Issuu Unique Pageviews: 625 PirateAlumni.com Web site Information disseminated through the Alumni Association can either start or end with our Web site PirateAlumni.com. This virtual portal is a treasure trove of information for alumni and friends to find ways to get involved with their alma mater.

Unique to our home page is the Wibiya toolbar which includes social media links. Even if you are not a Twitter user, you can still see the latest news from the Alumni Association and University by visiting our home page and reading our Twitter feed. Also on the home page, visitors can find direct links to all of our social media sites in the “Let’s Be Social” section.

We also have a Social Networking page (PirateAlumni.com/LetsBeSocial) on our Web site. Visitors to the dedicated page will find streams of our latest Facebook and Twitter updates and the newest event photos posted to Flickr as well as links to our LinkedIn and YouTube pages.

Career Advice Today’s economic forecast means challenges for many ECU alumni. In an effort to assist our alumni with facing these challenges, we put together a “Tools for the Times” Web page, a resource that has been Tweeted and mentioned on our LinkedIn and Facebook pages. LinkedIn has become critical for alumni who desire employment, advancement in their career, or who are seeking career-related advice. The Alumni Association’s LinkedIn page has become a popular “meeting space” for alumni to read about job postings, ask questions of their fellow Pirate professionals, and join conversations to assist others in their career pursuits. Access our LinkedIn page at PirateAlumni.com/LinkedIn and our “Tools for the Times” Web page at PirateAlumni.com/toolsforthetimes.

Pirate Career Casts are a complimentary, monthly service available for all ECU alumni and friends, and is interactive for participants. Through a partnership with the University’s Career Center and Human Resources office, the Alumni Association offers Pirate Career Casts for those seeking free career advice from professionals. Every Pirate Career Cast is Tweeted and posted on our Facebook Page with a direct link to register for an upcoming Career Cast or watch previous sessions.

Student Scholarships Each year the Alumni Association awards scholarships to deserving undergraduate students. In order to promote these scholarships to the student body, a blast announcement e-mail and reminder e-mail are sent to all undergraduate students.

After recipients have been determined, each winning student receives an e-mail that includes a “congratulations” video from our president and CEO. The video is fed from our You Tube channel and can be viewed at YouTube.com/piratealumni.

Supporting Our Volunteers Through Social Media Volunteers are critical to the success of the Alumni Association in fulfilling its mission.

Acting as regional ambassadors, our Pirate Contacts keep Pirate spirit alive across the country, and help us reconnect and stay connected with our constituents. In recent years, the Alumni Association has moved away from a traditional “chapter” structure to promote our all-inclusive organization. Our Pirate Contacts serve as the first point of contact for alumni in a given area and help us plan regional events that are fun, accessible, and relevant for our alumni and friends in their surrounding communities.

Regional Facebook Pages We help our regional contacts promote participation through regional Facebook pages, which were created for 28 of our 40 regions. (Not all volunteers wanted the responsibility of maintaining a regional Facebook page.) These pages allow our regional contacts to market local alumni events and programs, post event photos, and stay in touch with alumni in their area. Fans of a particular regional Facebook page maintain an open dialogue, learn about upcoming events and activities, and can also utilize the page for networking purposes. Although the Pirate Contact maintains primary responsibility for the regional Facebook page, staff members of the Alumni Association are always available to assist with any questions or concerns. Regional Facebook Pages are promoted to alumni both in direct mail and e-mail invitations of events happening in those areas (see samples below). View our regional Facebook pages at PirateAlumni.com/RegionalContacts.

Staff Resources One full-time staff member maintains our social media strategy.

Budget For FY 2011, the only direct expense related to social media was $24.99 for the unlimited use of Flickr.

Results People Who ‘Like’ the Alumni Association on Facebook: 5,021 LinkedIn Group Members: 4,910 Twitter Followers: 1,803

Blast Event E-mail with Promotion of Regional Facebook Page

Alumni Magazine Ad with Promotion of LinkedIn Group

Tap into the power of the Pirate Alumni Network Join us at one of our upcoming networking events to meet fellow ECU business and social contacts. You will have an opportunity to personally introduce yourself to attendees in a facilitated environment, exchange business cards, and learn about all participants.

May 18 Greensboro, NC The Painted Plate

June 9 Washington, DC Location TBD

May 24 Durham, NC Hope Valley Country Club

June 22 Wilmington, NC Dockside

May 31 Raleigh, NC Natty Greene’s Pub and Brewing Co.

July 20 Greenville, NC Location TBD

June 8 Virginia Beach, VA McCormick & Schmick’s

July 27 Raleigh, NC Irregardless Café

Visit PirateAlumni.com/networkingevents for details.

SPONSORED BY

Join our LinkedIn group to network with alumni throughout the Pirate Nation!

PirateAlumni.com/linkedin

Event Direct Mail with Promotion of Regional Facebook Pages $ SPEED NETWORKING BREAKFAST RALEIGH, NC Register below or by calling 800-ECU-GRAD.

Wednesday, January 26, 2011 7:30-8:00 a.m.

Breakfast 8:00-8:45 a.m.

Speed Networking The Irregardless Café 901 West Morgan Street Raleigh, NC 27603 919-833-8898 This speed networking breakfast is $5.00 for Alumni Association members and $10.00 for non-members, which include a variety of breakfast foods and coffee.

Individual $35

Full: $750 Full: $1,000

Installments: $200 semiannually for 2 years Installments: $275 semiannually for 2 years

Senior Forever Pirate (60 or older)

City, State, Zip

Individual: Joint*:

Full: $500 Full: $750

Installments: $137.50 semiannually for 2 years Installments: $200 semiannually for 2 years

Centennial Memberships: E-mail

e-mail addresses ensure you receive future alumni event notices

Phone (

Member ________________________________

CURRENT and JOINING MEMBERS Alumni Membership Networking Breakfast

select level at right = $ _____

NON-MEMBERS Networking Breakfast

Birthdate ____________ Class Year ______________ mm/dd/yyyy

Address __________________________________

$5 x _____ = $ _____ TOTAL = $ _____

City/State/Zip _____________________________ Home Phone _______________________________

$10 x _____ = $ _____ TOTAL = $ _____

Card number

Centennial Pirate (paid in full) $5,000 Centennial Pirate (installment) 5 annual payments of $1,000

*couple living at the same address

)

Dietary Needs?

New to the Triangle? This is a great opportunity to meet and network with fellow Pirates and learn more about the Wake County Chapter of the East Carolina Alumni Association.

PirateAlumni.com/WakeCountyChapter

Individual: Joint*:

Address

Check one:

Connect with alumni in the Wake County area on Facebook at

Joint* $50

Forever Pirate

Be sure to bring plenty of business cards to exchange during speed networking and your Alumni Association membership card to be entered into a drawing for ECU prizes.

Parking is available in the Irregardless Café parking lot, which is between the Café and Hillsborough Street on the east side of the road (across the street and down three doors from the restaurant).

Annual Memberships:

Lifetime Memberships:

Guest(s) & Class Year(s)

Take advantage of this fast-paced networking breakfast to meet fellow ECU business and social contacts in the Raleigh area. You will have an opportunity to personally introduce yourself to attendees in a facilitated environment, exchange business cards, and leave with many new connections. It’s like speed dating without the romantic connection!

MEMBERSHIP TYPES Pride

Name & Class Year

IT’S TIME TO NETWORK WITH EAST CAROLINA ALUMNI.

JOIN TODAY! Join online at PirateAlumni.com/jointoday

check [payable to East Carolina Alumni Association] credit card (AMEX, MC, VISA)

Expiration date Signature

E-mail ___________________________________ Joint Member ______________________________ Birthdate ____________ Class Year ______________ mm/dd/yyyy

E-mail ___________________________________ PAYMENT OPTIONS Check enclosed payable to East Carolina Alumni Association Charge to: American Express MasterCard Visa Number ____________________________________________

Register by Friday, January 21 by mailing form and payment to: East Carolina Alumni Association Taylor-Slaughter Alumni Center 901 East Fifth Street | East Carolina University Greenville, NC 27858 or fax to: 252-328-4369

Expiration date ________________ Signature ___________________________________________ Please fill out and fax to 252-328-4369 or mail to: Taylor-Slaughter Alumni Center • 901 East Fifth Street East Carolina University • Greenville, NC 27858-4353

Promotion of Regional Facebook Pages in EC Alumni magazine

With so many alumni utilizing Facebook to stay connected, make plans to get together, and share news, the Alumni Association wanted to provide a way for alumni and friends in regions with alumni chapters to take advantage of this virtual tool. To fill this need, regional Facebook pages were created and are an easy way to be informed on what is happening in your area of the Pirate Nation. If you live in one of the following areas, we encourage you to become a fan and stay connected.

Simply type PirateAlumni.com/ and the corresponding Facebook page address into your browser to be redirected to that Facebook page. For example, PirateAlumni.com/charlottechapter.

Tap into the power of the Pirate Alumni Network

Make networking with fellow Pirates part of your regular schedule. Networking Breakfasts provide opportunities for professionals and those in the job market to make business connections that are crucial in today’s marketplace. The Alumni Association has experienced great success with this series in the Raleigh area and we are developing quarterly Networking Breakfasts for Durham and Greenville, NC, and Richmond, VA. Attendees have the opportunity to network with established ECU professionals, introduce themselves and give a brief description of their career pursuits, and participate in a business card exchange. Networking Breakfasts are the perfect opportunity to get your name out there!

Would you like to participate in a Networking Breakfast in your region?

• Catawba County, NC - catawbacountychapter Let us hear from you. Call the Alumni • Chapel Hill, NC - chapelhillchapter Center at 800-ECU-GRAD or e-mail • Charleston, SC - charlestonchapter alumni@piratealumni.com.

• Charlotte, NC - charlottechapter To receive Networking Breakfast dates • Dallas, TX - dallaschapter and locations: • DC Metro - dcmetrochapter • Denver, CO - denverchapter Follow us @piratealumni • Edgecombe County - edgecombecountychapter • Fayetteville, NC - fayettevillechapter • Fredericksburg, VA - fredericksburgchapter Join our LinkedIn group at • Harnett County - harnettcountychapter PirateAlumni.com/linkedin • Hollywood, CA - hollywoodchapter • Huntsville, AL - huntsvillechapter Attention Class of 1960 • Jacksonville, FL - jacksonvillechapter • Kinston, NC - kinstonchapter During Homecoming the Alumni Associa• Knoxville, TN - knoxvillechapter tion sponsors the 50th Golden Alumni • Memphis, TN - memphischapter Reunion. In order to provide the best • Minnesota - minnesotachapter reunion experience possible, the Alumni • NC Triad - nctriadchapter Association is putting together reunion • New York Metro - newyorkmetrochapter committees to assist with planning and • Philadelphia, PA - philadelphiachapter execution of these reunions. If you plan • Richmond, VA - richmondchapter to attend one of these reunions, please • San Diego, CA - sandiegochapter consider becoming a committee member • Wake County - wakecountychapter to contribute ideas and assist with plan• Wilmington, NC - wilmingtonchapter ning events to make your reunion successful. Contact Emily Adkins ’08 at 252If you do not see your area listed and 328-5557 or e-mail adkinse@ecu.edu to would like to get involved with the Alumni participate as a committee member.

Association, please consider becoming a volunteer. Contact Kendra Alexander at April is Service Month Kendra.Alexander@PirateAlumni.com.

Make a difference in your community this April by volunteering for a service project!

Each April the Alumni Association celebrates Service Month—a time for

PIRATE CONNECTIONS

Regional Facebook pages

PIRATEALUMNI.COM 3

Promotion of our Social Media sites in the Auction and Golf Program

Stop by and see us sometime.

Taylor-Slaughter Alumni Center, 901 East Fifth Street

facebook.com/ecaafanpage

twitter.com/piratealumni

Hand Fan given to Seniors at Graduation

PirateAlumni.com

piratealumni.com/linkedin

Social Media Poster

Connect with

let the pirate nation know you like the alumni association on

Check-in at Alumni Association at UBE on