Affinity Engines

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Social Networking What is it and where does it
fit in the Alumni world?
HigherEdBlogCon April 2006
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Go Gators! 2006 NCAA Mens Basketball National
Champions
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Agenda

• What is Social Networking?
• What are the benefits to the alum?
• What are the benefits to Alumni Organizations?
• Where does the Social Network fit?
• Case Study University of Florida

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Definition

• Social Network
• A structure made of nodes (individuals) which are
  connected to one another through various social
  relationships
• Small World Experiment, Stanley Milgram
• Strength of Weak Ties, Mark Granovetter
• 6 Degrees of Separation (or Kevin Bacon)

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Functionality

• Primary Functions
• Search
• Beyond static
• Communicate
• Alum to alum
• Concept Who I am and who I know

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Types

• Open/Public
• Anyone can join
• Facebook (.edu address doesnt authenticate a
  name and class year)
• Linkedin
• MySpace
• Friendster
• Closed and Branded
• Restricted access and branded for a specific
  organization
• Based on trusted University brand
• Integration with University database
• inCircle
• Privacy Settings
• Strict opt-in settings keep information private
  until user opts to share with friends, friends of
  friends, etc.

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Private Networks Combine
Social Networking in Higher Education
Authenticated, Trusted Social Network with your
Brand at the center
Traditional Alumni Solutions

• Print Focus
• Static Directories
• Slow Development
• Not Scalable
• Not User Friendly

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Understanding Millennials

• Technology Attitude
• Place a high value on science and technology
• Take technological advances of the 90s for
  granted
• Think not enough technology in the world today
• They are the now generation have not learned
  to be patient
• Generational Shift
• In greater world and higher ed
• Impact on Communication Styles
• Want electronic, online communications
• Definitions of Community are changing
• Community
• Connectivity
• Availability

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Generational Landscape
Source Narissa Bentley, University of Melbourne
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Technology Trends

• Ubiquitous Technology
• Technology is being embraced by your constituents
  - now take advantage of it!
• AOL Survey, November 2005
• Two-thirds of 13-21 year olds use IM more than
  email
• Forrester Research, December 2005
• 83 of 12-21 year olds use IM compared to 32 of
  adults

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Recent Graduate Trends

• US population of college graduates continues to
  rise
• Between 1990 and 2004 the proportion of adults
  with a bachelors degree increased from 21 to
  28
• Institute of Education Sciences U.S. Department
  of Education, National Center for Education
  Statistics Digest of Education Statistics, 2004
• 28 of US population approximately 84 million
  alumni
• Single biggest concern of recent college
  graduates is finding a job/career
• 83 ranked a career center as somewhat or
  very important for web sites targeting recent
  college graduates
• 2005 eGrad Graduate Survey, Y2M Youth Media and
  Marketing Networks, January 2006

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Alumni Distribution
Alumni Life Cycle Santa Clara University
5
50
45
- Santa Clara University, 2005
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Where does a Social Network fit?

• Alumni Communications
• Organization to Alumni
• Alumni to Alumni
• Static Applications will no longer attract your
  alumni
• The Centerpiece of your offering must be dynamic
  and individualized

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Thank You

• abe_at_affinityengines.com

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Case Study
University of Florida Alumni AssociationGator
Nation Network
Katie Seay Director of Membership and Marketing,
UF Alumni Association
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UFAA Case Study

• Background
• Motivations
• Social Networking Value
• Implementation
• Measuring Success

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Who is the UFAA?

• Established in 1906
• Over 300,000 Alumni
• 50 States
• 100 Countries
• Successful Programs
• Gator Clubs
• Student Alumni Association
• Back to College
• Affinity credit card, travel, merchandise

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Our Mission

• Foster and enhance the relationship between the
  University of Florida and its alumni and friends
• Support the University's mission of teaching,
  research, and service

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Overall goals for Alumni Services

• Build Sustain relationships among alumni
• Increase interaction between alumni and current
  students
• Gather updated information
• Satisfy alumni needs
• Services offered need to be functional
• Services must be consistent with our overall
  mission

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Previous Offerings

• UFAA web site
• Online Directory
• UF Today Magazine
• Gator Clubs
• Gator News e-mail newsletter
• Outreach Speakers Program

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Changing Trends

• Successful Outreach requires new methods
• Increasing demand for electronic and online
  communication
• Need to have compelling features/services that
  are actually useful
• Services need to be real-time to match user
  expectations

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GNN Value
For the User
For the UFAA

• Exclusive social networking environment
• Find and communicate with fellow alumni
• Simple, fun, always available
• Share photos, blogs, thoughts
• Find jobs, housing, advice, etc.
• Stay in touch/re-connect with fellow alumni

• Offer valuable service to our students and alumni
• Integration with our legacy database for data
  collection
• Promotes our Brand
• Scalable technology allows for rapid feature
  enhancements, no work for UFAA staff
• Easy to launch, very minimal setup time/effort,
  maintained by AEI
• Content created by users, no work for UFAA staff

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Value to Alum

• User-centric
• Relevant Individualized
• Dynamic Content
• Valuable Information and Opportunities
• Private Trusted
• All Users are Authenticated
• Relationship Based

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Alum Use Cases

• Reconnect
• Classmates
• Organization
• Relocate
• Regional Chapters
• Roommates
• Advice
• Find Services
• Jobs
• Experts
• Share Media
• Photos
• Blogs
• Journals
• Messages

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User Profile
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Industry Groups
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Mapping your network
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Jobs
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Value to Institution

• Mission
• Connecting alumni with each other and university
• Data
• Contact updates collected
• Integration with backend database
• Integration with institutional communication
  tools
• Brand
• All value derived by users goes to us
• Leverage
• Alums helping alums
• Scale
• Technology moves fast
• We want to stay on the forefront

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Value to Association
Better Services More User Data Enhanced
Marketing Efficacy
GNN
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Social Networking UFAA

• June 1, 2005 UFAA online offerings
• Web site
• Broadcast email communications
• Online Directory
• Gator Clubs
• Why social networking?
• Grassroots alumni connections
• Targeted pre-qualified networking
• Updated contact information
• Connect Undergrads and Alumni for professional
  opportunities
• Why Affinity Engines?
• Market leader for private label social networks
• Established product and customer list
• Closed and exclusive to Alumni Friends from
  Florida
• All users are authenticated
• The UFAA receives all resulting data updates
• Strengthens Gator Nation Brand

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Affinity Engines Implementation

• Evaluation process
• Technology that works
• Staying current, incorporating new technology
• Vendor relationship
• Technology Partnership
• Product enhancements
• Client Services
• Implementation timeline
• Signed June 2005
• Site delivered August 2005
• Launched November 2005
• Additional In-office Resources
• 10 hours of customer service a week (registration
  and other issues)

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Measuring Success

• More Alumni involvement
• On Off-line
• Helping Alumni find jobs
• Data Updates
• User Registrations
• Site Traffic

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GNN Stats

• Over 13,500 Registered Users
• Over 800,000 Profile views
• Over 220,500 Personal information updates (phone,
  email, interest, etc.)
• Over 150,000 friend invites sent with 85
  acceptance rate
• Over 500 Groups created
• 385,000 page views in March

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Customer Feedback

• Jason, Class of 91
• The Gator Nation Network is the most effective
  way to communicate and network with fellow
  Gators. It has been an excellent tool for me to
  make connections.
• Mark, Class of 90
• I wanted to let you know that GNN is a great way
  for alums to stay connected with old friends and
  to UF. I live in South Florida and really enjoy
  the social and professional networking
  opportunities afforded through this tool. Thanks
  for creating this fabulous network.
  
  
• Stefanie, Class of '98
• Being out of the country, GNN is the best way to
  stay connected to the Gator Nation. It has also
  been helpful in finding Gators in other parts of
  the world. I love it!
• Sarah, Class of 2006
• Being in school when facebook was popular, GNN
  is a great way for younger alumni to stay
  connected to UF. It is also the best
  professional and social community out there.
  

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Thank You!
Go Gators!
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• Affinity Engines, Inc.
• Abe Geiger
• [phone]
• abe_at_affinityengines.com
• www.affinityengines.com

• UFAA
• Katie Seay
• Director of Membership and Marketing
• [phone]
• kseay_at_uff.ufl.edu
• www.ufalumni.ufl.edu