{"id":12054,"date":"2021-02-11T14:51:24","date_gmt":"2021-02-11T14:51:24","guid":{"rendered":"https:\/\/www.aluminati.net\/?p=12054"},"modified":"2023-08-02T17:06:40","modified_gmt":"2023-08-02T16:06:40","slug":"lessons-from-establishing-an-alumni-community-at-coca-cola","status":"publish","type":"post","link":"https:\/\/www.aluminati.net\/lessons-from-establishing-an-alumni-community-at-coca-cola\/","title":{"rendered":"Lessons from Establishing an Alumni Community at Coca-Cola"},"content":{"rendered":"<h3>Our recent <a href=\"https:\/\/www.aluminati.net\/creating-connection\/\">Creating Connection<\/a> webinar event brought together members of the Community Builders Network and attendees from all over the world, representing sectors including Aerospace, Education, Engineering, Broadcasting and Law.<\/h3>\n<p>&nbsp;<\/p>\n<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container hundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-overflow:visible;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"width:calc( 100% + 0px ) !important;max-width:calc( 100% + 0px ) !important;margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-flex-align-self-flex-start fusion-column-no-min-height\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:left;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" title=\"Sign up to our blog and get updates when we publich new and interesting content.\" href=\"https:\/\/em1.aluminati.net\/subscription?f=Y9763IqTdXLSunXJOKOQGB938N892k763y1WtpPG2tfsVpbdMORE2WFqgYW763gLLEU2RsY3\"><span class=\"fusion-button-text\">Subscribe to our Blog<\/span><\/a><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Rebecca Cedrone, <\/span><span style=\"font-weight: 400;\">Vice President of Marketing &amp; Enterprise Partnerships at Aluminati, spent 20-years of her career at Coca-Cola where she utilized her expertise in marketing to drive impact with brands, organizations and people.\u00a0 Four years ago she became their Director of Alumni &amp; Community Marketing and was the keynote speaker at our recent Creating Connection webinar.\u00a0 Rebecca shared her experience in establishing the Coca-Cola alumni community from initial research through strategy development and launch.<\/span><\/p>\n<p><b>Lifelong employment is no longer the norm.\u00a0 Building lifelong relationships should be.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Today, the large scale trends that are impacting the employer-employee relationship are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing globalization<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">War for talent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Changing values and expectations of work<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ubiquitous adoption of enabling technologies<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Companies spend countless hours focusing on culture and this practice shouldn\u2019t cease when an employee leaves the company.\u00a0 Many Fortune 500 companies have some form of alumni program.\u00a0 Some are alumni-led, some are corporate-led and nearly all are inclusive of former associates.<\/span><\/p>\n<p><b>Why have an alumni program?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Organizations establish corporate alumni programs for many reasons and talent acquisition, brand advocacy and business development are at the top of the list.\u00a0 Many companies even place a monetary value on alumni that are rehired, which can lead to significant cost savings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For Coca-Cola, corporate social responsibility also played a part, providing alumni with volunteer opportunities.\u00a0 Through those opportunities, they can target their CSR efforts and impact to the communities they serve.\u00a0 A factor that is held in high regard by the company.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-12055\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.26.04-1024x488.png\" alt=\"\" width=\"669\" height=\"319\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.26.04-300x143.png 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.26.04-768x366.png 768w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.26.04-1024x488.png 1024w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.26.04.png 1646w\" sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Whatever the reasons for developing an alumni program, organizations are reaping significant benefits.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-12056\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.27.18-1024x485.png\" alt=\"\" width=\"669\" height=\"317\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.27.18-300x142.png 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.27.18-768x364.png 768w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.27.18-1024x485.png 1024w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.27.18.png 1643w\" sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">So how can an organization take these insights and embark upon developing their own alumni community?\u00a0 Rebecca argued that companies must utilize human-centred design to better understand their alumni.\u00a0 Developing a community that is centered on the needs of their alumni, will drive a sense of community, engagement and value.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-12057\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.28.26-1024x421.png\" alt=\"\" width=\"669\" height=\"275\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.28.26-300x123.png 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.28.26-768x316.png 768w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.28.26-1024x421.png 1024w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.28.26.png 1648w\" sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">At the beginning of the development process, Rebecca and her team at Coca-Cola interviewed their alumni, retirees and current employees.\u00a0 From that, they identified three areas of opportunity.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Expand the community<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Enhance the experience<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Evolve the offerings<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">They noticed that the company\u2019s original definition of alumni could be expanded to include more associates, leading to increased engagement.\u00a0 Opportunities were discovered to enhance the user experience for their alumni by making improvements to the website and at the same time providing more opportunities for increased alumni engagement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rebecca also identified a diverse audience with varying needs.\u00a0 From this, she was able to develop six key alumni profiles to illustrate the range of perspectives and needs that a future alumni community would need to serve.<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cThe key is being able to engage with each profile appropriately and having a communications strategy that addresses their specific needs\u201d<\/span><\/i><span style=\"font-weight: 400;\">. &#8211; <\/span><b>Rebecca Cedrone<\/b><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><b>Vision &amp; Value<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Rebecca argued that companies need to define their own vision and value proposition.\u00a0 Looking to nurture lifelong relationships with members by embracing their individuality, cultivating their connection to each other and empowering them to influence the future of the business and the brand.\u00a0 Fostering intellectual curiosity through opportunities to both contribute to and learn from the communities collective knowledge and skills.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Members should be empowered to make a difference by honoring shared values and responsibilities.\u00a0 Rebecca noted that these values will allow an organization to constantly evaluate the development and success of the community.<\/span><\/p>\n<p><b>Designing an Alumni Community with a layered approach<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Creating meaningful alumni offerings requires a holistic approach to truly identify human needs and desires and orchestrate moments that matter for all segments of the alumni community.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A layered approach allows a company to connect the business proposition with the needs of alumni to create an engaging experience, while also enhancing key business drivers.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-12058\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.29.59.png\" alt=\"\" width=\"923\" height=\"874\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.29.59-52x50.png 52w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.29.59-300x284.png 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.29.59-768x727.png 768w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.29.59.png 923w\" sizes=\"(max-width: 923px) 100vw, 923px\" \/><\/p>\n<p><b>Choosing the right platform<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Rebecca noted that it is vital to choose a scalable platform where members can engage, find value and allows them to manage key business metrics. Collaboration and support from across the organization is critical to the success of the alumni community and implementation begins with senior leadership alignment, with a \u2018top-down\u2019 approach.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-12059\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.32.12-1024x547.png\" alt=\"\" width=\"669\" height=\"357\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.32.12-300x160.png 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.32.12-768x411.png 768w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.32.12-1024x547.png 1024w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/02\/Screenshot-2021-02-11-at-14.32.12.png 1403w\" sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><b>The Key Takeaways<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In summary, for an organization to develop a truly effective alumni community, Rebecca noted four key points to consider.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify the key benefits of developing an alumni community<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand the needs of your alumni<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Align the strategy and execution across your organization<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify a scalable platform with a provider who prioritizes your brand, your key business metrics and your alumni needs.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><a href=\"https:\/\/www.aluminati.net\/alumni-management-platform\/\"><span style=\"font-weight: 400;\">Find out how the Aluminate Community Builder can provide new opportunities for your organization and alumni community.<\/span><\/a><\/h3>\n<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Our recent Creating Connection webinar event brought together members of [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":11923,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[90,45],"tags":[31,34,38,84,35,36],"class_list":["post-12054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumni-relations","category-creating-connection","tag-alumni","tag-alumni-relations","tag-community","tag-employment","tag-engagement","tag-platform"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8.1 - 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