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Value of Social Influencers and how to put them into action - NTEN - social data for nonprofit organizations
 

Value of Social Influencers and how to put them into action - NTEN - social data for nonprofit organizations

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This presentation was given Mark Davis, Director of Product Marketing at Blackbaud and myself, Casey Golden, CEO of Small Act (http://smallact.com) and was intended for members of NTEN. ...

This presentation was given Mark Davis, Director of Product Marketing at Blackbaud and myself, Casey Golden, CEO of Small Act (http://smallact.com) and was intended for members of NTEN.

In the presentation we cover the highlights of the Social Media Benchmark study released April 2012, and we go in depth on the joint white paper that was released in June 2012 (which Danielle Brigida from National Wildlife Federation (NWF) also co-authored), which discusses how nonprofits can begin to understand how to classify and engage with different segments of their online constituents through learnings of social media and social data. (Infographic and white paper can be downloaded at http://blackbaud.com/social-influencer)

We discuss different levels of social users and give three key examples of how organizations such as American Diabetes Association and National Wildlife Federation are powering many parts of their organization with insight and actionable intelligence from social data (including: major gift officers and prospect researchers, Peer to Peer (p2p) event fundraising, Team Captain identification, Event Retention, Employer Matching, Sustainer programs (monthly giving), Event Participant Acquisition).

Use cases presented were provided by:
Guy Fischer, National Chief Development Officer at American Cancer Society
Kate Giblin-Rooper, Vice President of Campaign Development at American Diabetes Association
Jamie Matyas, Executive VP and COO at National Wildlife Federation

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  • 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

Value of Social Influencers and how to put them into action - NTEN - social data for nonprofit organizations Value of Social Influencers and how to put them into action - NTEN - social data for nonprofit organizations Presentation Transcript

  • WHAT IS A SOCIAL INFLUENCER REALLY WORTH? Twitter: Mark Davis, Blackbaud #BlackbaudSocial Director of Product Marketing mark.davis@blackbaud.com Audio: 1-866-4106539 @mcdavis7 8436543232# Casey Golden, Small Act www.blackbaud.com/social- CEO influencer casey.golden@smallact.com @smallactguy7/25/2012 1
  • WHY ARE INFLUENCERS IMPORTANT? with VS. Or... benefiting… &7/25/2012 2 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • REVIEW OF THE SOCIAL NETWORKING BENCHMARK REPORT7/25/2012 3 Call in: 1-866-4106539 8436543232# #BBSocial
  • 7/25/2012 4 Call in: 1-866-4106539 8436543232# 2012 Nonprofit Social Networking Benchmark #BBSocial Report [INFOGRAPHIC], Blackbaud
  • 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud7/25/2012 5 Call in: 1-866-4106539 8436543232# #BBSocial
  • 7/25/2012 6 Call in: 1-866-4106539 8436543232# 2012 Nonprofit Social Networking Benchmark Report #BBSocial [INFOGRAPHIC], Blackbaud
  • 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 20127/25/2012 7 Call in: 1-866-4106539 8436543232# #BBSocial
  • 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 7/25/2012 8 Call in: 1-866-4106539 8436543232# #BBSocial
  • The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 20117/25/2012 9 Call in: 1-866-4106539 8436543232# #BBSocial
  • U N D E R S TA N D I N G Y O U R I N F L U E N C E R S A N D T H E I R VA L U E7/25/2012 10 Call in: 1-866-4106539 8436543232# #BBSocial
  • • 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 20117/25/2012 11 Call in: 1-866-4106539 8436543232# #BBSocial
  • FOUR INFLUENCER RATINGS7/25/2012 12 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • 4 = KEY INFLUENCER7/25/2012 13 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • 3 = ENGAGER7/25/2012 14 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • 2 = MULTICHANNEL CONSUMER7/25/2012 15 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • 1 = STANDARD CONSUMER7/25/2012 16 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • HOW MESSAGES TRAVEL7/25/2012 17 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • ARE OUR MAJOR GIFT PROSPECTS SOCIAL?7/25/2012 18 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • H O W A R E N P O S U S I N G S O C I A L D ATA7/25/2012 19 Call in: 1-866-4106539 8436543232# #BBSocial
  • SO, WHAT DO THE CUSTOMERS 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 Society7/25/2012 20 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • EVENTS: IMPROVE TARGETING & ACQUISITIONThe Situation: For new DetermiNation event series, how to target the rightaudienceThe Goal: Increase success of targeted Direct Mail campaignThe Strategy: Find those individuals who are interested in this type of event andwill be able to raise sufficient fundsThe 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.) 7/25/2012 21 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • SO, WHAT DO THE CUSTOMERS 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 Association7/25/2012 22 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • EVENTS: IMPROVING RETENTIONThe Situation: Huge loss of participants every year. If the team captain leaves,the whole team vanishes.The Goal: Increase retention of participants by 10%+The Strategy: Identify those individuals who are (a) on a team and (b) havestrong social influence as back ups for the team captain position next year andcultivate them.The Tactics: Use Social Influencer rating to identify key participants. Providespecial cultivation opportunities pre, during and post event.7/25/2012 23 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • SO, WHAT DO THE CUSTOMERS SAY? “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 Federation7/25/2012 24 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • SUSTAINER GROWTH: IMPROVE MONTHLY GIVINGThe Situation: Not knowing who to target with specific sustainer asks and programsThe Goal: Increase Sustainer program to boost annual and lifetime giving value ofdonorsThe Strategy: Identify and target those individuals who (a) have given more thanonce, and (b) are a Multichannel Consumer of aboveThe 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) 7/25/2012 25 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • WHERE DO GO FROM HERE7/25/2012 26 Call in: 1-866-4106539 8436543232# #BBSocial
  • 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?7/25/2012 27 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • 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 7/25/2012 28 Call in: 1-866-4106539 8436543232# #BlackbaudSocial
  • WA N T M O R E ?More Webinars: www.blackbaud.com/ntenDownload the whitepaper: www.blackbaud.com/social-influencerDownload presentation: www.slideshare.net/mcdavis7Download benchmark report: www.nonprofitsocialnetworksurvey.comFollow us: www.netwitsthinktank.com7/25/2012 29 Call in: 1-866-4106539 8436543232# #BBSocial