Mais conteúdo relacionado Semelhante a Creating Impact with Social Data: Identifying and Harnessing Advocates, Team Leaders & Hidden VIP's (20) Mais de Annie Lynsen (15) Creating Impact with Social Data: Identifying and Harnessing Advocates, Team Leaders & Hidden VIP's1. Creating Impact with Social Data
- Identifying & Harnessing Advocates, Team
Leaders & Hidden VIP’s -
MARK DAVIS, BLACKBAUD (@MCDAVIS7)
CASEY GOLDEN, SMALL ACT (@SMALLACTGUY)
DANIELLE BRIGIDA, NATIONAL WILDLIFE FEDERATION, (@STARFOCUS)
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2. #BBCON TWEET YOUR TRACK:
#bbinteractive #bbanalytics
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4. WHY ARE INFLUENCERS IMPORTANT?
with
benefiting…
&
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5. REVIEW OF THE SOCIAL NETWORKING
BENCHMARK REPORT
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6. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 6 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud
7. 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud
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8. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 8
2012 Nonprofit Social Networking Benchmark Report
[INFOGRAPHIC], Blackbaud
9. 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud 2012
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10. Sources:
* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud
** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge
*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud
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11. The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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12. • 90 percent trust
recommendations by friends
more than traditional
advertising*
• 63 percent of users choose
consumer ratings as their
preferred source of
information about products
and services**
Sources
* Nielsen Global Online Consumer Survey, 2009
** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011
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14. Connecting
emails to
social profiles
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16. 4 = KEY INFLUENCER
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18. 2 = MULTICHANNEL CONSUMER
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19. 1 = STANDARD CONSUMER
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21. ARE OUR MAJOR GIFT PROSPECTS SOCIAL?
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23. FUNDRAISING COMPARISON ACROSS SOCIAL NETWORKS
Average Lifetime Money Average Lifetime Average Gift
$2,292.1
5 $140.00
$120.00
$100.00
$1,221.8 $80.00
$1,000.4 3
9 $60.00
$40.00
$20.00
$-
Facebook Twitter LinkedIn
Average Lifetime
Facebook Twitter LinkedIn $90.75 $94.63 $123.69
Average Gift
*SOURCE: SocialData Analysis for CARE
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24. ACTION COMPARISON ACROSS SOCIAL NETWORKS
*SOURCE: SocialData Analysis for CARE
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25. ACTION COMPARISON BY SOCIAL TYPE
*SOURCE: SocialData Analysis for CARE
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26. HOW ARE NPOS USING SOCIAL DATA
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27. SO, WHAT DO THE LEADERS SAY?
“With social data there is much more power to target
effectively....to then measure the results...and to then
make improvements, measure again and so on. It
allows you to continue advancing the results and
efficacy of what you do in ways that before were
either not possible or were very difficult and
expensive to do.”
Guy Fischer
National Chief Development Officer
American Cancer Society
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28. EVENTS: IMPROVE TARGETING & ACQUISITION
The Situation: For new DetermiNation event series, how to target the right
audience
The Goal: Increase success of targeted Direct Mail campaign
The Strategy: Find those individuals who are interested in this type of event and
will be able to raise sufficient funds
The Tactics: Optimize Direct Mail by:
(a) Targeting Engagers and Key Influencers, who
(b) Have existing athletic behavior and participation (marathoners,
triathletes, cyclists, exercise buffs, etc.)
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29. SO, WHAT DO THE LEADERS SAY?
“ We are interested in utilizing social data to better engage our
constituents across multiple facets of our organization; major
gifts, advocacy, special events and direct response. We
believe this added intelligence would allow us to better
steward our donors and our participants in a more thoughtful
way lending to increased retention and acquisition.”
Kate Giblin Rooper
Vice President, Campaign Development
American Diabetes Association
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30. EVENTS: IMPROVING RETENTION
The Situation: Huge loss of participants every year. If the team captain
leaves, the whole team vanishes.
The Goal: Increase retention of participants by 5%+
The Strategy: Identify those individuals who are (a) on a team and (b) have
strong social influence as back ups for the team captain position next year and
cultivate them.
The Tactics: Use Social Influencer rating to identify key participants. Provide
special cultivation opportunities pre, during and post event.
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32. SENIOR MANAGEMENT COMMITMENT
“When we learn where the highest return opportunities and low
hanging fruit exists, I expect the positive impact will have
ripple effects throughout the organization.”
Jaime Matyas
Executive VP and COO
National Wildlife Federation
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33. THE NWF SOCIAL DATA STORY
• Social Media has become a connector to give insight to other areas of
the organization
• Initially (1 year ago) it was a big excitement, but… where do we get
started?
• Decided to focus our rollout on 4 areas
- Employer Matching (those who work at a company who would match gift)
• Partner with Employer Matching Company for fulfillment
- Overall Gift Level Increase (who has higher capacity to give)
• Modify Ask Level (an increase of 25-50% for relevant donors)
- Sustainer Gifts (biggest growth area for 2013 – Dave Jorgensen)
- Events/Advocacy – Hike and Seek
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34. SUSTAINER GROWTH: IMPROVE MONTHLY GIVING
The Situation: Not knowing who to target with specific sustainer asks and programs
The Goal: Increase Sustainer program to boost annual and lifetime giving value of
donors
The Strategy: Identify and target those individuals who (a) have given more than
once, and (b) are a Multichannel Consumer of above
The Tactics: To this specific target segment,
(a) increase presence of monthly giving opportunities in all campaigns
(b) send exclusive monthly giving campaigns
(c) promote monthly giving opportunities online (at time of donation)
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35. EVENTS: NATIONAL STRATEGY
• National
- Goal: Raise overall awareness and support of kids outdoor activities
- Method: Identify & engage national Key Influencers who can best help
spread the word about the events and benefits
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36. EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK
• Three Main Goals
- New participants acquisition & advocacy
- Re-engage lapsed participants
- Increase retention of last year‟s participants
• Developed Key Target “VIP” Lists for the different locations.
- Out of the 2.3M email records, we hyper focused on those who
• (a) have participated recently in Hike and Seek (794 participants)
• (b) are in top 5% of users (40 key participants)
- Here‟s how the lists shook out
• Atlanta Area - 3
• Seattle Area – 6
• Chicago Area – 5
• Greater DC Area – 15
• New York/New Jersey Area –11
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37. EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK
• Example of key influencer list in local chapter (NY/NJ)
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38. EVENTS – SOCIAL DATA BENEFITS
• Events are going on now and over next few months
• As we all know campaigns take time
• However, already I know our constituents much better and have a
more insightful thought process of how to engage them and make
them a part of our mission.
• Additionally, for Social Media Manager roll the social data integration
with Thrive is key to help understand who I need to definitely
communicate with, how to best correspond, and if I should escalate
the conversation elsewhere at NWF. Cuts back on research and time
needed, which is a big benefit.
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39. WHERE DO GO FROM HERE
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40. HOW CAN SOCIAL SCORE HELP?
• Events
- How can I better identify who will be successful p2p fundraisers?
- How can I achieve better year over year donor retention?
• Direct Marketing/Email
- How do I increase the „ask‟ amount for the right segment of our
file?
- How can I increase the success rate of my mail drop?
•
• Sustainer Program
- How do I identify the best prospects for this program?
• Advocacy
- How do I maximize our efforts and get viral spread of our
message?
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41. SOCIAL SCORE OFFERING OVERVIEW
Social Media Impact Social Influencer Impact
• Access publically - Key influencers can and
available data from: are promoting client
messaging
- Facebook 900M users
- New social data enable
- LinkedIn 150M users
added dimension to
- Twitter 100M+ users
existing fundraising
strategies
- Other networks
Social data enables organizations to identify, profile and target
high-value relationships in social media
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42. SOCIAL SCORE DATA SET
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44. Real-time
Dossier
- Get into the
mindset of the
donor
- What‟s important
to them right
now
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45. WANT MORE?
Interested? Speak with your friends at Target Analytics!
More Webinars: www.blackbaud.com/nten
Download the whitepaper: www.blackbaud.com/social-influencer
Download presentation: www.slideshare.net/mcdavis7
Download benchmark report: www.nonprofitsocialnetworksurvey.com
Follow us: www.netwitsthinktank.com
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Notas do Editor TITLE SLIDE. Note: Add The Oatmeal and Bus Monitor DefinitionExist on all three major networksGenerate significant discussions & thoughts and guide decisionsKey AttributesHigh call-to-action ratioLonger influence propagationValueRapid Campaign accelerationCrisis ManagementP2P FundraisingWhat to do with themIdentify and cultivate through social media channelsGive them the voice to spread your message DefinitionExists on all three major networksGenerates unique posts, shares, & comments Attributes5% or less of overall usersDrive 80% of all the content and conversations.ValueSignificant influence on the donations and actions of othersCollaborate, share information and contribute significantly to the viral spread of messages and ideas DefinitionThese users have known active presences on at least two major networks.AttributesUsually ~45-50% of social audienceinformed through social media and may participate on occasion. Social media is an important intakeDo not as often influence others sociallyValueHigh potential to engage in specific campaigns that resonate with themVery significant source of offline donationsCritical for advocacy and other calls to action. DefinitionThese users consume information from one known network. AttributesSimply consume information (read updates, click links to read content)Do not actively post new content or comments. Use social media to staying connected to what’s going on with friends/family and current eventsValueStrong target audience for both online and offline calls to action and campaigns.Very influenced by friends, family & peers and will likely take action if asked Section header