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Alumni Digital Communications 2016-2017 Operating PlanObjective 1: WebCreate a seamless branded digital experience for alumni, with a focus on improving engagement in the form of increasing repeat visits from 31% to 51% (by 20%), mobile traffic from 27% to 52% (by 25%), and total time spent on the site by 25%. Primary metrics:30% increase in overall web traffic 30% increase in return visits to site25% increase in mobile device traffic25% increase in users spending 30-60 seconds on siteFull metrics to track: MetricFY 16 (June 1, 2015-May 31, 2016)FY 17 Goal increaseTotal Sessions / Total Page viewsmiami.edu/alumni:106,446 sessions 191,625 page :16,538 sessions119,384 page viewsmiami.edu/annualgiving:6,538 sessions11,276 page views= 129,522 sessions322,285 page views30% increase to:168,378 sessions418,971 page views% New visitors % Returning visitors Behavior (also graph on homepage)miami.edu/alumni:71.1% new 28.9% returning :66% new sessions34% returnmiami.edu/annualgiving:69% new31% return= Average return rate: 31.3%Increase by 20% to 51% return traffic % Internal traffic % External traffic miami.edu/alumni:16% :14.4%miami.edu/annualgiving:20%= Average internal traffic 16.8%10% decrease in internal traffic to 6%Bounce Ratemiami.edu/alumni:69%:42.5%miami.edu/annualgiving:66%= Average 59.16%Reduce bounce rate by 10% to 49%Average pages per sessionMiami.edu/alumni:1.8 pages per :7.2 pages per sessionMiami.edu/annualgiving:1.7 pages per session= Average pages per session 3.56Increase by one more page per session, to 4.5 pages Session Duration (->Behavior->Engagement)miami.edu/alumni:0-10 sec = 72% of sessions11-30 sec = 4.4% of sessions30-60 sec = 4.1% of :0-10 sec = 47.5%11-30 sec = 8.2%30-60 sec = 7.32%miami.edu/annualgiving:0-10 sec = 72.4%11-30 sec = 7.9%30-60 sec = 4.9%= Average 0-10 sec 63.9% Average 11-30 sec 6.8% Average 31-60 sec 5.4%11-30 seconds = 25% increase (to 31.8%)31-60 seconds = 15% increase (to 20.4%)% desktop traffic% mobile/tablet trafficmiami.edu/alumni:62% desktop38% mobile and :75% desktop25% mobilemiami.edu/annualgiving:79.5% desktop20.5% mobile= Average mobile 27.8%52% mobile/tabletStrategy 1:Complete implementation of website redesign and redevelopment project. (Currently in the last phase of the 5-phase project) Estimated time to complete the alumni website is January 2017, with sub-sites by April 2017. *See notes below.Tactics:Page development and content migration to the new Cascade content management system. Timeline: September - December 2016.Staff training on Cascade. Timeline: By November 2016 Create and implement content approval workflow. Timeline: November 2016Redirect all old URL’s to new site. Timeline: December 2016Conduct usability testing before going live. Timeline: December 2016 - January 2017Develop and execute marketing plan for new website across all communications channels, with calls to action and encouraging feedback. Timeline: develop plan by December 2016; Launch plan when site goes live in January 2017*Note A: In August 2016, we received approval on the sitemap and color scheme for new sites/subsites. *Note B: It was determined that Newman Alumni Center is exempt from redesign project, but still needs to move off the www6 server before it is phased out by University Web Communications in summer 2017.Strategy 2: Refresh and refine website content emphasizing concise messaging, visuals, storytelling, and incorporating 2015 Alumni Website Survey results. (Top reasons for visiting website are the following: 1. Events, 2. Connecting via clubs/groups and events, 3. Benefits, and 4. Career services.)Tactics:Monitor stats to determine which content and traffic sources lead to more time spent on site. Timeline: OngoingFreshen up content across the site, beginning on pages with higher bounce rates. Timeline: November - December 2016 (prior to launch of new website in January 2017)Cross promotion of content across the website. Timeline: November - December 2016Provide more opportunities to promote social media on website Timeline: January 2017 (by website launch)Storytelling: Provide more visibility of alumni profiles and stories throughout the site, linking back to the news center. Encourage cross-promotion of stories on websites/social media of other UM schools/colleges as appropriate. (Content from the Stories of U Initiative can be repurposed. Timeline: OngoingLeverage visuals and use of photography across the site, while replacing wordy text with more concise messaging. Timeline: first by January 2017 website launch, then ongoingStrategy 3:Leverage Search Engine Optimization tactics to obtain more traffic from web searches.Tactics:Determine optimal set of keywords that should yield the UM Alumni Association as a top search result. *Note C: Keywords can include um alumni, um alum, umiami grad, um grad, umaa, miami alumni)In Cascade, add meta data inside the pages of the new website. Timeline: October - November 2016 (prior to website launch) *Note D: Adding meta data will be easiest as pages are being built in the CMS. Collect baseline web stats from google organic searches. Timeline: prior to website launch in January 2017Monitor web stats from organic searches and adjust keywords tactics as necessary. Timeline: Ongoing after January 2017Objective 2: BrandingImprove UM Alumni Association brand consistency and compliance in two key areas, the alumni website(s) and alumni club digital communications. *See Note B below defining alumni clubsVia the website redesign project, the Cascade web templates provided by UM will facilitate greater branding consistency between the UM Alumni Association website and subsites, and with the main UM website, at launch in January 2017. Increase branding compliance of digital communications managed by alumni clubs from 11% to 80% (by 69%) by May 2017. This includes alumni club social media accounts, club websites and club email marketing. Strategy 1:Develop relationships with volunteer leaders of alumni clubs in an effort to open direct lines of communication, position UM Alumni Association as a resource, and promote compliance.Tactics:Personalized email introduction and phone follow-up on the Digital Communications Best Practices developed in 2016. Timeline: November 2016Provide resources and consulting for alumni clubs that are still not compliant. Timeline: November 2016 and ongoingBecome an active member of the Facebook group made up of alumni volunteer leaders to offer content ideas and build relationships. The group is managed by UM Alumni Association regional team. Timeline: ongoingStrategy 2:Evaluate, retool, and/or fold UM Alumni Association digital communications that do not reinforce a consistent brand, are no longer active, or are obsolete. Tactics:Evaluate and consider folding the Stories of U Initiative website and social media. Repurpose select content (stories, quotes, pictures, video) in the new website. Timeline: May 2017Transfer Vimeo video content to YouTube (and highlight on website) accordingly, making YouTube the primary video library. Timeline: May 2017Evaluate and consider consolidating existing e-newsletters in an effort to present a unified brand and one voice. Timeline: December 2016 *Note A: Consolidation may avoid diluting the brand and duplication of communications. Current e-newsletters include e-Alumni Connections (for events), @Miami (for news/stories), Career news, and Loyalty News (of Annual Giving’s Loyalty Society). There are plans in FY 17 for a new, bi-annual e-newsletter for international alumni.Strategy 3:Work with Alumni Relations/Annual Giving staff to promote alignment with branding on new projects and deliverables.Tactics:Develop and implement approval workflow for print and digital communications. Timeline: November 2017Reinforce importance of branding among colleagues. Timeline: Ongoing*Note B: Alumni clubs include U.S. and international ‘Canes Communities, affinities and special interest groups, and schools/colleges. *Note C: Supporting documentation on alumni club digital communications compliance can be found here: Objective 3: Social MediaIncrease engagements from 96,164 to 125,013 (by 30%); total reach from 2.9 million to 3.63 million (by 25%); and following from 34,643 to 43,303 (by 25%) across the UM Alumni Association’s social media channels. Social Media Engagement is defined as an action taken by the user to interact with our social posts or account (i.e. likes, comments, shares, comments, retweets etc.). Social Media Reach is defined as the total number of users on the social media platform that can potentially see or engage with us or our posts, without directly searching for us. (This is our network. For example, this can include the friends/followers of users who follow us). Social Media Following is defined as users who “like” or follow our social media account.*Note A: This analysis includes the following social media channels: UM Alumni Association (Facebook, Twitter, Instagram), Young Alumni (Twitter), and Annual Giving (Facebook, Twitter). Prior to June 2015, social media metrics were not systematically calculated, and social media activity was significantly lower.Engagement Fiscal year 16 Total% Increase over the year (Compared May 2015 to June 2016)FY 17 Goal IncreaseFacebook73,38321% increase30%Twitter19,36227% increase30%Instagram3,4198838% increase30%Total96,1648,886% (nearly a 9-fold increase)125,013*Note B: Facebook engagement includes likes, comments, and shares.Twitter engagement includes clicks, likes, responses, retweets, and replies.Instagram engagement includes likes and comments.Total Reach Fiscal year 16 Total% Increase over the year(Compared May 2015 to June 2016)FY 17 Goal IncreaseFacebook1,990,000253% increase25%Twitter914,000359% increase25%Total2,904,000612% increase (6-fold increase)3,630,000FollowingJune 1, 2015May 31, 2016 % IncreaseFY 17 Goal IncreaseFacebook16,74218,44110%10%Twitter6,8908,23520%15%Instagram 821267 1500% increase 50% increase LinkedIn5,750 6,70017% increase20%Total29,46434,6431547% increase (15-fold increase)25% average (43,303)Strategy 1:Enhance social media content that promotes greater awareness of and engagement with the UM Alumni Association brand and its programs. Tactics: Use of branded visual content in social media posts. Timeline: OngoingDetermine optimal mix of strategic program messaging vs. messaging that is relevant and may reiterate ‘Cane pride, but may not be tied to a particular event or program. Timeline: October 2016Encourage user-generated content and feedback from social media followers. Timeline: OngoingCreate and implement mini social media campaigns with a goal to drive more awareness about how we serve alumni. A recent example was the 16 Best Reasons to be a #CaneForLife campaign marketed to new graduates, which brought more visibility to our alumni benefits program. Timeline: November 2016 for developing campaign ideas through fiscal year. Implementation varies.Update existing social media content calendar through end of fiscal year with story ideas, campaigns, noteworthy dates for UM, and UM Alumni Association event dates. Timeline: OngoingStrategy 2:Expand the reach of UM Alumni Association social media to penetrate international markets, including China.Tactics:Integrate Chinese social media into the overall social media strategy, including adding links/icons on website where applicable. Timeline: December 2016 (prior to website launch)Develop a Top 10 list of strategic target countries outside the U.S. where expanding our social reach is important. (Use web metrics, UM Alumni Association programming priorities, and admissions data to develop list.) Timeline: February 2017Develop a strategy for paid Facebook and Instagram ads, including for international audiences. (This will include a plan for how ads will be paid for – i.e. program budgets vs. communication budget.) Timeline: February 2017Strategy 3:Promote more cross-promotion within UM Alumni Association social media channels, and across University social media. Tactics:Represent the UM Alumni Association at monthly social media planning meetings, organized by University Communications (Christine Casas), and contribute to the University’s social media calendar. Timeline: Monthly/OngoingCross-promote between our social media accounts, keep track of (and report out on) milestones in # of followers on any given social channel. Timeline: OngoingCultivate relationships with social media specialists across campus in an effort to share ideas, content, and information about upcoming projects. Timeline: OngoingStrategy 4:Develop and implement a LinkedIn content strategy that aligns with career and networking priorities of the UM Alumni Association. Tactics:Analyze existing content in the UM Alumni Association Group and determine which content received the most engagement. Timeline: October 2016Work with Alumni Career Services Director to determine priorities for UM Alumni Association. Timeline: When hired.Explore tools that may help us collect enhanced alumni business and career data. Timeline: October 2016Work with UOnline staff, Toppel Career Center staff and others on campus to strategize how best to leverage career tools and content on the web. Timeline: February 2017 Poll LinkedIn members on the types of content they are interested in and what they hope to see as a member of the group. Timeline: January 2017Re-evaluate any preliminary (and automatic) communications sent to LinkedIn members who have requested to join the group, or who have been approved by someone on our staff. Timeline: January 2017Strategy 5:Evaluate the value of emerging social media tools as well as new features on existing tools/channels for possible implementation. Tactics:Identify and evaluate a short-list of new tools and features that may 1) improve overall engagement, b) reach new target audiences and/or c) provide enhanced metrics. Timeline: October 2016 and Ongoing. *Note C: For consideration are Snapchat, Facebook Live, Instagram Stories, and a photo wall like Sharypic. Benchmark with other AAU schools on social media channels utilized and best practices for emerging social media features. Timeline: February 2017 *Note D: The central social media team at University Communications has purchased the Hootsuite Enterprise package for campus. The alumni office has a login.Objective 4: Social AmbassadorsExpand ‘Cane Social ambassador program by increasing users from 259 to 500 (by 96%), increasing annual engagements from 9,779 to 13,000 engagements (by 33%), and increasing the average share rate from 27% to 32%. The peer-to-peer online ambassadors program called ‘Cane Social was launched in April 2015. ‘Cane Social allows us to recruit and engage alumni ambassadors on social media by incentivizing them to share links, photos and messages from UM Alumni Association on Facebook, Twitter and LinkedIn. Auto-sharing is available for those who have connected their Twitter account, allowing for even more sharing without relying on users to open their email. FY 16 Metrics and FY 17 GoalsProgram launch through FY start (month of June 2015)FY 16 totalFY Goal IncreaseUsers11425996% (to 500 members total)Average share rate57.98% (first 5 posts unusually high)27.2% 5% (30% share rate)Total engagements769,77913,000 engagements (33%)Total ReachN/A671,889Membership growth since program launch (April 2015)Strategy 1:Analyze 2015-2016 content in an effort to create more engaging content in FY 17. Modify and enhance content as appropriate. Timeline for all tactics: October 2016 Tactics:Evaluate 2015-2016 content to find any themes of content that performed well. Plan out FY 17 content that supports those themes. Determine the optimal mix of engagement content vs. fundraising messages *Note A: Consider a 70/30 or 80/20 ratio.Create new ‘Cane Social content calendar through May 2017. Encourage and plan for more user-generated content on and off the platform. *Note B: This might include an Instagram photo contest.Strategy 2:Expand recruitment strategy, with greater emphasis on peer-to-peer recruitment. Timeline for all tactics: November 2016 and ongoing. *See note below on preferred profile of new recruits.The 2015-2016 strategy included:Individual invitations to a select set of alumni based on involvement with UM Alumni Association and/or large social followingUM Alumni Association social media marketing, including periodic paid ads on Facebook and InstagramRecruitment by existing ambassadors via the platformTactics:By November 2016 (and ongoing), expand the strategy to also include:UM Alumni Association cross-promotion on website, e-newsletters etc.Other visibility of the ‘Cane Social program across UM digital communications (websites, publications and social media channels of schools and colleges/University Communications/Athletics) Work with leaders of alumni clubs to personalize invites to the entire group New/Recent graduates, leveraging ‘Cane Social as part of alumni benefitsEncourage Schools/Colleges to recruit their own alumni to the platformContinue to supplement our content with content from the Schools/Colleges*Note C: We seek to recruit ‘Cane Social ambassadors who are one or more of the following: a) leaders of alumni club groups, b) active members of alumni club groups, c) alumni who are influencers on social media (have strong following and active voice), d) alumni who are very active on social media and post about UM, e) members of the Young Alumni Leadership Council, and f) recent graduates.Objective 5: TechnologyReview, evaluate and update digital tools and platforms for the UM Alumni Association and alumni club leaders that promote and enhance a mobile-friendly user experience. *Note A: Key areas to review, evaluate and update are the following: email marketing and subscription management, event registration/check-in and calendaring, online alumni directory, career/social networking, and digital insights (for understanding alumni preferences and online activity).Strategy 1:Stay current on digital communications trends, and facilitate deeper discussion on long-term investments in digital tools with staff from Alumni Relations, Annual Giving and System Services. Tactics:Meet regularly with the System Services team on the status of reviewing and investing in new, long-term tools that complement Raiser’s Edge. Timeline: Quarterly, or more frequentlyKeep current the existing shortlist of potential tools in the marketplace that appear to add value, and leverage opportunities to further raise awareness of the limitations of our current infrastructure. Timeline: OngoingConduct 9 demos and evaluate potential fit for alumni needs. Timeline: by May 2017Attend at least one digital communications and marketing industry or higher education conference. Timeline: by May 2017 *Note B: Options may include CAMMP or HubSpot’s INBOUND. Ongoing benchmarking of alumni website and digital tools for AAU schools Timeline: OngoingDeeper involvement in the CAMMP email listserv in an effort to benchmark, build relationships and seek feedback from alumni/advancement higher education colleagues. Timeline: Immediately, and ongoingStrategy 2:Enhance capability and function of existing web tools to better meet alumni infrastructure needs in the short-term in the areas of calendaring (25Live), forms (Wufoo), maps (CampusBird) and mass email/subscription management for alumni clubs (PCI). Tactics:Create sub-categories (i.e. alumni clubs, alumni weekend, alumni career) in the 25Live calendaring tool that currently supports our master alumni calendar. Timeline: November 2016Phase out the “home-grown” form generator. Forms will be transferred to the mobile-friendly and embed-capable Wufoo Forms. Timeline: May 2017Step 1: Transfer alumni forms out of the form generator into Wufoo.Step 2: Identify which groups on campus still use form generator for their area and develop a plan for phase-out.Discontinue hosting of ‘Canes Communities webpages on PCI servers. Timeline: by January 2017 (by website launch) *Note C: In Cascade, all ‘Canes Communities will be represented on one webpage until a long-term tool comes on board. Activate opt-in functionality within PCI so that alumni can easily opt in or out of a club email list. Timeline: September 2016Evaluate whether there are other alumni clubs that would like to use PCI for mass email. Timeline: May 2017 *Note D: The tool is currently being used by ‘Canes Communities, both U.S. and international, and LGBTQ ‘Canes. Research and implement feasible alternatives for a long-term mapping tool to visually represent the following: 1) alumni businesses and 2) ‘Canes Communities, and potentially 3) alumni populations by geo-code. Timeline: May 2017Determine web content on the existing www6 server to keep and migrate that content onto the new UM server, before it is phased out in summer 2017 by University Web Communications. Timeline: May 2017*Note E:The Newman Alumni Center website must move to another server space. It can still be edited through Adobe Dreamweaver as needed, and the functionality and branding can remain intact. This site was approved as an exemption to the UM Web Redesign project. Timeline: May 2017Domains must be updated in our GoDaddy account to point to the new URL where the site will live.E-newsletter archives for e-Alumni, @Miami, Career, and Loyalty Society all will need to be moved to a new server space, if it’s important to keep. Web Communications is currently developing a template for newsletters, which could be ready by Fall 2016 or early Spring 2017.Canefunder also lives on the www6 server. By summer 2017, the new TeamRaiser Canefunder replacement website should be launched, making our Canefunder site obsolete. The domain will need to be updated in our GoDaddy account to point to the new site. Alumniphp hosts the volunteer module, awards, the old calendar, uconnect form etc. Most items kept here are being replaced, or are already replaced, by other tools. Strategy 3:Evaluate the value of new tools in the marketplace that can meet some alumni needs in the short-term, until a longer term solution can come on board. Tactics:EMAIL MARKETING: Identify and implement a low-cost email marketing tool that enables alumni relations staff to build their own eblasts in HTML format, using a simple WYSIWYG tool. Timeline: November 2016Evaluate leading tools, including MyEmma, Constant Contact and MailChimpProvide staff training and determine workflow for completing HTML artwork for BBNC.Determine if/how alumni data in Raiser’s Edge will be uploaded/transferred to the new tool. *Note F: MailChimp has a plug-in called Chimpegration that may offer ease of data flow with Raiser’s WORKING: Determine strategy for offering a low-cost or free option for alumni networking. Timeline: February 2017 *Note G: Consider revisiting value of Alumni Fire. Other options can include more strategic use of LinkedIn, online Twitter chats, and/or Handshake, which is already used by the Toppel Career Center. EVENT REGISTRATION: Identify a third party PCI-compliant event registration tool that can collect payment and can be used by UM Alumni Association and alumni club leaders. Timeline: February 2017EVENT CHECK-IN: Evaluate the value of Social Tables, Eventbrite and other tools as a potential check-in tool for UM Alumni Association events or regional events. Timeline: February 2017 *Note H: Social Tables is being used by Events Management. ENHANCED ALUMNI DATA: Explore tools that pull LinkedIn and/or business data that can interface with Raiser’s Edge. *Note I: This may include Live Alumni.Objective 6: Strategic Marketing SupportProvide enhanced strategic digital marketing and communications support for 20 priority programs, events and campaigns of the Alumni Relations and Annual Giving teams in an effort to help meet their engagement and fundraising goals.Strategy 1:Serve as a Communications resource for priority programs, and foster greater awareness and communication about upcoming projects and areas of integration. Tactics:Meet with program/campaign staff leads prior to program or campaign launch to discuss engagement or fundraising goals, and areas in which Communications may be able to assist.Work with program/campaign staff leads to develop or refine a marketing plan, timeline, and important metrics to follow based on the goals. *Note: Refer to metrics from previous years or similar projects, if applicable, to inform plan development.Evaluate whether there are areas of integration between Alumni Relations and Annual Giving, and work into plan.Be in regular communication with staff leads throughout the project, as goals or deliverables may change.Analyze and report on metrics regularly throughout the project, and adjust tactics or timeline as needed.Meet with engagement and fundraising staff leads as applicable to discuss and implement possible points of integration on project(s).Work with staff leads as needed for content review or approval prior to distribution.*Note: Communications support may include the following:- Development, advising and implementation of digital marketing and communications plans- Content calendar, creation of content, design, and storytelling- Social media content and metrics, ‘Cane Social, Facebook/Instagram ads, live posts and photography during events, social photo wall- Website content and design updates, webpage metrics- Eblasts and e-newsletters: scheduling, content creation, HTML artwork, and metrics- Surveys: NPS survey development, scheduling of eblast(s) and HTML artwork, metrics (See UM Alumni Association Survey Best Practices)- Management of multimedia assets, including Flickr photo galleries, YouTube video channel etc.Strategy 2:Develop and distribute a Marketing/Communications Impact Report for 20 priority programs and campaigns, which will include all digital communications deliverables and metrics. Tactics:Create Impact Report timeline and template on the share drive prior to program or campaign launch, and update deliverables and metrics regularly throughout the project.Send periodic mini Impact Reports to staff leads at significant points during the project.At the conclusion of the program or campaign, calculate overall metrics, finalize and distribute report to staff leads. *Note: In FY 15-16, alumni communications provided support to 18+ programs, events, or campaigns of the Alumni Relations or Annual Giving teams. (Supported programs are: Alumni businesses, Alumni Weekend, NCAA Tournament, Building Champions Tour, CaneFunder, CanesGiving, Class Ring, Commencement Ball, First Black Graduates, Global Networking Night, Inauguration, International Tours (3), Legacy, License Plate (2), Madness in March, Pregame Celebrations (2), We Are One U, Welcome to the Neighborhood.) ................
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