National University of Singapore (NUS) Business School is one of Asia's leading business schools.
To further engage and involve their 29,000 alumni, NUS Business School commissioned the development of an alumni portal. Despite heavy investment, the take up of the portal has remained slow.
NUS Business School turned to Conversion Hub to assess the strategic direction of the alumni portal and to implement the recommendations needed to kick-start the portal's take-up. "We chose to work with Conversion Hub for two main reasons," says Mr. Aw, director of the Global Alumni Network Office.
"Conversion Hub possessed a strong track record in community portals, particularly in the Institute of Higher Learning (IHL) sector. What's more, they understand the way IHLs work which reduces the steep learning curve."
From the onset, Conversion Hub worked alongside the alumni office team to carry out user study which included stakeholder interviews, focus groups and surveys. As a result of the strategic review process, Conversion Hub identified the core value drivers of the alumni – which were connectivity and career development.
Leveraging on social networks such as Facebook, Conversion Hub initiated a revamp of the alumni portal which centered around a Web 2.0 Alumni Career Networking Concept which aggregated alumni information from NUS Business School's Microsoft Dynamics CRM, LinkedIn and Facebook through Facebook Open Graph protocol.
In order to facilitate alumni sign-ups and logins, the revamped portal will also incorporate the Facebook Connect module which binds the NUS Business School portal accounts to Facebook Connect.
Within 3 months, over 4,000 alumni profiles were re-connected across Facebook and LinkedIn as members and fans.
To drive activity, Conversion Hub initiated a series of email campaigns resulting in over 22,000 pageviews on the jobs board and over 450 new job openings posted.
The portal also saw increased activity with an influx of over 900 alumni registering as volunteers to offer their services as student mentors and industry advisors. The portal also experienced a 400% increase in daily pageviews.
- Evaluate the overall value proposition of the NUS Business School Portal
- To significantly increase sign-up rates, traffic and interaction among the 29,000 alumni members world-wide.
- 400% increase in daily page views
- 100% increase in time spent per user on the site
- Over 900 alumni volunteers registered as mentors, advisors
- Over 4,000 alumni connected across Facebook & Linked In
- Over 450 Job Postings generating 22,000 page views
- Conversion Hub Online Business & Usability Consulting
- Conversion Hub Web Development Services
