Attendee Poll An environmental scan – What is out there ... · • DAAD, International alumni network seminar, 13-14 March, Bonn ... • Communication flows – Talk to me. All

ICG © 2008 1CASE Online Communities Seminar – 12 April 2008

The Illuminate Consulting Group 12 March 2008

CASE ONLINE COMMUNITIES SEMINAR

• Attendee Poll

• An environmental scan – What is out there, who is doing what, and what can we expect in the future?

• Break-out session


THREE QUICK QUESTIONS TO START WITH

Is your institution embedded in a global, virtual meta-community?11

33 What community or technology will impact advancement the most?

22 Are your alumni getting the social network support they need?


Introduction

Poll of attendees’ online community practices

An environmental scan

• What is out there – the online communities landscape

• Who is doing what – from MySpace to Ning

• What to worry about – a story of brand exploitation

• What can we expect in the future – technology, behavior, advocacy

Break-out session: What to consider when setting up an online community

AGENDA


• Time allocation: 10 minutes for the poll, 45 minutes for the environmental scan (including discussion), and 60 minutes for the break-out session

HOUSEKEEPING

• PDF files of this presentation are available on request from the presenter and will be posted on www.alumnifutures.com

• Some future alumni/online community-related presentations:• CASE, Online communities seminar, 12 March, London• DAAD, International alumni network seminar, 13-14 March, Bonn• Pacific Conferences, Why alumni matter more than ever, 4 April, Singapore• NAFSA, Alumni-themed ICG Roundtable, 28 May, Washington DC• ENZ/MinEdu, International alumni network workshop, June, Wellington• CASE, The Future of Community and Affinity in an Online World, NYC, 14 July• CASE, The Online Communities Workshop: Metrics for performance and

success, NYC, 15 July• CASE, TBD, Brighton, August• EAIE, Building an international alumni network: A practical how-to toolkit

Workshop, Antwerp, 10 September• EAIE, Web 2.0, alumni, and international student recruiting: How it all fits

together, Antwerp, 11 September

http://www.alumnifutures.com/


Professional• Founder and Managing Director of ICG• Director of Business Development with SAP in Silicon Valley• Consultant with the Boston Consulting Group in Munich and San Francisco

Education• D.Phil. and M.Sc. from the University of Oxford, M.A. from Brandeis University• Studies at Bonn and Harvard Universities• Research at UC Berkeley and the Max-Planck-Institute for Human Studies

Publications• More than twenty-five research papers, studies, and reports• Dissertation on Access to Higher Education in Germany and California published

in Studies in Comparative Education Series (Peter Lang, 2002)

Service• Board member, UC Santa Cruz College Eight since 2007• Board member, Bonn University’s Universitätsgesellschaft since 2006• President, Oxford University Society San Diego branch from 2003 to 2006

PRESENTER BIOGRAPHY DR. DANIEL J. GUHR


Introduction








AGENDA


• Poll materials to be distributed and collected

POLL


Introduction








AGENDA


WE ARE EXPERIENCING THE BEGINNING OF A BEHAVIORAL TIDAL WAVE

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20

40

60

80

0

20

40

60

80

0

20

40

60

80

0

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40

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80

0

20

40

60

80

Creators

Critics

Joiners

Spectators

Inactives

12-17 18-21 22-26 62+51-6141-5027-40

Source: Forrester Research

Percentage of U.S. Online Users by Age Group

Categories80604020

080604020

080604020

080604020

080604020

0


• User Selection – Access and access level control (we are all special)

• User Identification – None, some, strict; self-ID vs. positive ID

• User Profile – Me, myself, and pictures (clothing optional)

• Network Value-Add – Belonging, leverage, expertise, tickle my ego

• Linkages – Seed organization, affiliations

• Communication flows – Talk to me. All the time. Even at 3 am

• Mobilization-to-action – Put your money where your mouth is

• Pitfalls – Communication overexposure, hostile community action

HOW DO ONLINE NETWORKS FUNCTION?


WHETHER YOU WANT IT OR NOT, YOU ARE ALREADY EMBEDDED IN A GLOBAL META-COMMUNITY

University Online Network CommunityUniversity Online Network CommunityUniversity

Facebook / Linked-In / openBC Webpage

UniversityFacebook / Linked-In /

openBC Webpage

University Alumni Division

University Alumni Division

UniversityFundraising Division

UniversityFundraising Division

In-houseAlumni Community

In-houseAlumni Community

Online Fundraising Website

Online Fundraising Website

MySpaceMySpace

YouTubeYouTube

DIGGDIGGUniversity

MySpace webpageUniversity

MySpace webpage

Second LifeSecond Life

FlickrFlickr

YahoogroupsYahoogroups

WikipediaWikipedia

UniversityInstitutional Website

UniversityInstitutional Website

Outside World• Governments• Business• Media• Society-at-large• Alumni

Outside World• Governments• Business• Media• Society-at-large• Alumni

• Local community• Potential Students• Parents• Researchers• Others…

Facebook

University-affiliated users

Facebook

University-affiliated users

Facebook

All users

Facebook

All users


ONLINE COMMUNITIES WILL FUNDAMENTALLY INFLUENCE EDUCATIONAL DECISIONS EARLY ON

Age 8 12 18 22

WebkinzWebkinz

MySpaceMySpace

OrkutOrkut

Facebook HSFacebook HS

FacebookCollege

FacebookCollege

HigherEducationSchool Work

Communities with educational presences

Communities with educational presences

Purely social communitiesPurely social communities

Professional net-working communities

Professional net-working communities

Institutional communitiesInstitutional communities

LinkedIn

Student NetworkStudent Network

Alumni NetworkAlumni

Network

Corporate Alumni Network

Corporate Alumni Network


PEOPLE, INFORMATION, AND CONTROL: HOW ADVANCEMENT CONNECTS WITH THE EXTERNAL WORLD

Alumni & Donor

Database

Alumni & Donor

Database

Student RecordsDatabase

Student RecordsDatabase

ProspectiveStudentsDatabase

(CRM)


(CRM)


(CRM)

Alumni & DonorOnline

Directory

Alumni & DonorOnline

Directory

StudentOnline

Directory

StudentOnline

Directory

Alumni & Donor &

Students & Prospective

Students Online

Community

Advancement plus Institution External World

MySpaceMySpace

OrkutOrkut

LinkedInLinkedIn

StudiVzStudiVz

BeboBebo

NINGNING

My

Facebook

Members / Action & Information

Level of Control


Introduction








AGENDA


MYSPACE: 190,155 SCHOOLS AND ALUMNI GROUPS

Between 1 and 151,824 membersBetween 1 and 151,824 members


MYSPACE: “MYSPACE AT SCHOOL” IS THE LARGEST SCHOOLS & ALUMNI GROUP

MySpace is becoming increasingly convoluted and debased MySpace is becoming increasingly convoluted and debased

text-based ad portaltext-based ad portalunder constructionunder construction

commercial websites (toyzarama.com) in disguise

commercial websites (toyzarama.com) in disguise


MYSPACE: ILLINOIS STATE UNIVERSITYwww.myspace.com/isuredbirds

20,104 students – around 167,000 alumni – 736 friends of Reggie20,104 students – around 167,000 alumni – 736 friends of Reggie


FLICKR: 1,402,038 PICTURES WITH TEXT “UNIVERSITY”

480,449 pictures are tagged with “university”480,449 pictures are tagged with “university”


FLICKR: 5,417 GROUPS FOCUSING ON UNIVERSITIES

Some universities have thousands of pictures postedSome universities have thousands of pictures posted


FLICKR: SHEFFIELD HALLAM UNIVERSITY FLICKRERS ANONYMOUSwww.flickr.com/groups/shufa

Finally someone with a sense of humorFinally someone with a sense of humor


YOUTUBE: ABOUT 222,000 VIDEOS WITH THE TEXT “UNIVERSITY”

For better or worse, YouTube appeals to a juvenile crowd…For better or worse, YouTube appeals to a juvenile crowd…

story made national headlinesstory made national headlines

meta-community link-upmeta-community link-up

student activismstudent activism

funny - unintentionallyfunny - unintentionally


YOUTUBE CHANNELS: ABOUT 222,000 VIDEOS WITH THE TEXT “UNIVERSITY”

…but YouTube is slowly becoming a useful (traditional) learning medium…but YouTube is slowly becoming a useful (traditional) learning medium

start of major roll-outstart of major roll-out

get your 2nd Ph.D. on the sideget your 2nd Ph.D. on the side

not really a universitynot really a university


YOUTUBE: A NEW DELIVERY MECHANISMhttp://youtube.com/watch?v=NZNTgglPbUA

Nearly 2.2 million viewsNearly 2.2 million views


FACEBOOK: FROM A STUDENT-ONLY SITE TO MORE THAN 50 MILLION USERS IN LESS THAN FOUR YEARS

Facebook is driving student/alumni networking models worldwideFacebook is driving student/alumni networking models worldwide

aiming for 1.5 million membersaiming for 1.5 million members

strong issue displaystrong issue display

you get the ideayou get the idea


FACEBOOK: PURE ALUMNI GROUPS ARE STILL A SIDELINE

No dedicated alumni group with more than 5,500 members yetNo dedicated alumni group with more than 5,500 members yet


FACEBOOK: HARVARD UNIVERSITY – WHERE IT ALL STARTEDwww.facebook.com/networks/?nk=16777217

Amalgamation: 20,024 enrolled students - 54,164 Facebook membersAmalgamation: 20,024 enrolled students - 54,164 Facebook members

closed network. period.closed network. period.


FACEBOOK: HARVARD UNIVERSITY – WHERE IT ALL STARTED

Facebook is becoming hard to navigate, tooFacebook is becoming hard to navigate, too

nothing better to do…nothing better to do…

ditto…ditto…


NING: BUILD A GLOBAL COMMUNITY IN 15 MINUTES

More than 185,000 communities created in less than two years(1)More than 185,000 communities created in less than two years(1)

(1) With many being tire-kicking one-offs.


NING: CASE-ASIA PACIFIC IS UP AND RUNNING ON NING

119 members signed up in about one month119 members signed up in about one month


Introduction








AGENDA


• Founded in 1636

• Budget of around USD 2.99 billion

• Endowment of more than USD 35 billion

• Home to 31 Nobel prize winners

• Ranked 1st in the 2007 Shanghai Jiao Tong University ranking

• 20,024 students (3,821 international); 1,507 professors; 657 other academic staff; 12,345 general staff

• More than 270,000 total alumni; around 95% named alumni; around 340 clubs - 11 school clubs - 16 SIGs; 41 alumni association staff

ABOUT HARVARD UNIVERSITY

Some of you may have heard about HarvardSome of you may have heard about HarvardSource: Harvard University, Nobel Prize Committee, Shanghai Jiao Tong University.


HARVARD’S INTERNAL ALUMNI PORTALPersonal Alumni Page

Nothing fancy (upgrade has been three years in the making…)Nothing fancy (upgrade has been three years in the making…)


GROUPS FUNCTION IN LINKEDIN PROFILEPersonal Group Affiliations with Harvard University

Two of a number of Harvard alumni groupsTwo of a number of Harvard alumni groups


THE HARVARD-BAY-AREA YAHOO GROUPS HOMEPAGE

One of thirteen identical Yahoo Groups homepagesOne of thirteen identical Yahoo Groups homepages


THE HARVARD-CHINA YAHOO GROUPS HOMEPAGE

Nearly 3,300 (supposed) Harvard alumni have signed up Nearly 3,300 (supposed) Harvard alumni have signed up


THERE ARE THAN A DOZEN INTERLINKED SUPPOSED HARVARD ALUMNI GROUPS/BLOGS/WEBSITES

Source: http://harvard-sf.blogspot.com/.

Oh what a tangled web you weave…Oh what a tangled web you weave…


WHAT THIS IS REALLY ABOUT – A JOB… “Could You Use a Perry?”

Entrepreneurial? Or Deceptive?Entrepreneurial? Or Deceptive?


… AND MAKING MONEY OF HARVARD ALUMNI

A Guide to Abusing Your Alma Mater’s Brand and Taking Advantage of Your Fellow AlumniA Guide to Abusing Your Alma Mater’s Brand and Taking Advantage of Your Fellow Alumni

Note: Views expressed in this presentation are neither legal opinions nor have these been coordinated with Harvard University. Rather, they constitute an academic analysis. No claim is made whether Mr. Gregg has violated any applicable laws.

Step One: Create broad, interlinked virtual presence by utilizing no-cost third party platforms such as LinkedIn, Yahoo! Groups, and blogspot.

Step Two:Create appearance of (semi-) official status through use of logos, messaging, and references to actually sanctioned Harvard alumni activities (SF Harvard Club).

Step Three:Populate with content, mostly sourced from third parties. Make sure content cross-references linked presences. Cater to your own business interests by relentlessly pushing business pitches (e.g., grassestimate.com) – and ask for a job for yourself.

Step Four:Charge your fellow alumni $ 20 for the privilege of assisting you with your own economic advancement.


Introduction








AGENDA


WHAT WE CAN EXPECT IN THE FUTURE – TECHNOLOGY, BEHAVIOR, ADVOCACY

• Technology developments: Expect more of the same – faster, more integrated, more pervasive, on the go, etc.

• These developments have induced a fundamental shift in the way alumni relate, communicate, and advocate on behalf of their alma mater

• Alumni have adopted distinct communication and interaction habits• from simple communication platforms such as Yahoo Groups • to social communities such as Facebook and MySpace • to professional networking platforms such as LinkedIn • to virtual worlds such as Second Life

• Many of these global communities were built on belonging and communication paradigms. However, increasingly, the focus is onenabling interactions, including

• issue campaigns • broad-based advocacy• career development• financial transactions


Introduction








AGENDA


• 60 minutes – 45 minutes group-based work and 15 minutes presentation

• Five groups will be formed to discuss what to consider when setting up an online community

• Each group will be guided by a seminar presenter: Andy, Hannah, Joelle, John, and Lianne. Dan will assist all groups

• To make this exercise tangible each group will be given four randomly assigned parameters: Community, theme, budget, and alumni involvement

• A discussion guideline will be provided

• Group results will be written up and presented for three minutes each to everyone else at the end of the break-out session

BREAK-OUT SESSION


Daniel J. Guhr, Ph.D.Managing Director

San Francisco Bay Area Office 3207 Longfellow DriveBelmont, CA 94002USA

Phone +1 (619) 295 9600Fax +1 (650) 620 0080E-mail [email protected]

ICG CONTACT INFORMATION


This presentation was presented on 12 March 2008 at the CASE Online Communities Seminar in London.

ICG grants CASE the license to publish this presentation – unaltered, unabridged, and properly referenced – as part of the conference documentation.

All content, data, concepts, models, and case studies in this presentation are and remain the intellectual property of ICG or of specifically referenced institutions and sources.

LEGAL DISCLAIMER

Documents

Attendee Poll An environmental scan – What is out there ... · • DAAD, International alumni network seminar, 13-14 March, Bonn ... • Communication flows – Talk to me. All