The Hills Are Alive... With Social Data
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The Hills Are Alive... With Social Data

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    The Hills Are Alive... With Social Data The Hills Are Alive... With Social Data Presentation Transcript

    • The Hills Are Alive…With Social Data#12NTCDataRocksAmy BastianKristin Johnson
    • Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online using #12NTCDataRocks at www.nten.org/ntc/eval
    • Who are we?@AmyBastian @KSuzJ The Hills Are Alive…With Social Data Slide 2
    • What are you here to learn? Photo by rikkis_refuge on Flickr The Hills Are Alive…With Social Data Slide 3
    • What is social data? How does itrelate to social media and CRM? Graphic by cambodia4kidsorg on Flickr The Hills Are Alive…With Social Data Slide 4
    • Social data for social engagement Graphic by Marc_Smith on Flickr The Hills Are Alive…With Social Data Slide 5
    • Social data for better segmentationand targeting Photo by PLCMC Training Account on Flickr The Hills Are Alive…With Social Data Slide 6
    • Social data and your CRM system Photo by MrTopf on Flickr The Hills Are Alive…With Social Data Slide 7
    • Where Does Social Data Fit Into Our Supporter Count & Multi-Channel Messaging The Hills Are Alive…With Social Data Slide 8
    • and then here and then here The Hills Are Alive…With Social Data Slide 9
    • And now? Well, you can find us in a few more places… The Hills Are Alive…With Social Data Slide 10
    • How Do We Evolve Our Definition ofSupporter to Include Social Media? Graphic via Childclipart.com The Hills Are Alive…With Social Data Slide 11
    • The Journey Begins in January 2011Phase 1: Research• Begin internal discussion of what supporter & member mean to TNC• Reach out to peer organizations • How do they internally and externally define “supporter” • How are they tracking social media supporters now and plans for future?• Reach out to companies in non-profit social media space • Social media appends (Small Act) • Multi-channel supporter pyramids (Groundwire)• Discuss strategy for using data • How will data be used to segment/personalize? • How will we tie back to offline and online CRM The Hills Are Alive…With Social Data Slide 12
    • Phase 2: SurveysGoals• Set self-reported baseline of social media overlap with email list and donors. • How many people on email list are on social media (and vice versa)? • Where do they get Conservancy information in digital space? • Do they donate?• Try inexpensive and interactive way to attain information (before social media append). The Hills Are Alive…With Social Data Slide 13
    • Survey 1: Share How You Connect With Us Online The Hills Are Alive…With Social Data Slide 14
    • Survey: Email, FB, Causes, Twitter The Hills Are Alive…With Social Data Slide 15
    • What did we learn?• Some interesting numbers • Same percentage of Email and FB Post group getting updates via TNC web site. • Donors: Email: 82.3%, FB Post: 54.2%, FB Causes: 38.3%, Twitter: 35.3%. • Close to 50% of Email group is not on FB, of 50% on FB, only 20% “Like.” • Over 65% of FB respondents get Causes email.• Some nice takeaways • People want to give us feedback! Survey good engagement tool. • Best content on homepage and enewsletter. • Consistency across channels.• However, we weren’t able to tie back to our online CRM to confirm donation. SESSION TITLE Slide 16
    • Survey 2: Share What Means the Most to You SESSION TITLE Slide 17
    • Let’s revisit this question: What did we learn?• We won’t be able to get a definitive number of the overlap between social media with the other groups that we currently track in our offline and online CRMs.• However, we begin to get a sense of the overlap range (30-40%) for which we can use as a baseline.• We have an opportunity to cultivate and convert our social media followers.• Internally, TNC can track these numbers overtime and use as educational tool to grow definition of supporter from someone who just makes a donation. SESSION TITLE Slide 18
    • And that we’re not quitehere yet (just an exampleof what an integrated,multi-channel supporter *Donation: $100K+; *Board member; *Legacy clubpyramid could look like). member *Donation: $1,000-$99,999; *Personal fundraising: raised $1000+ or 25+ donors; *Hosted an event; *Gift planning inquiry *Donation: $100-$999 (new, reinstated) or $50-$999 (renew); *Non-donating Life Member; *Active sustainer under $1,000; *Bank of America card holder; *Active workplace giver under $1,000; *Social media ambassador; *Personal Fundraising: raised $100-$999 or 10-24 donors; *3+ high value nature.org actions; *2+ preserve visits; *Fundraising event attendance *Donation: $10-$99 (new, reinstated) or $0-$49 (renew); *Social media: 1+ action; *Personal fundraising: raised $1-$99; *1 preserve visit; *Non- fundraising event attendance; *1-2 high value nature.org actions; *1+ basic nature.org action; 1+ email click *Donation: <$10 (new, reinstated); *Social media (Facebook Fan, Twitter Follower, Flickr member, Crowdrise friend, FB Causes Member); *Carbon calculator completion; *TNC mobile/tablet app user; *RSS subscriber; *Email list subscriber (new or continuing); *Personal fundraising: raised $0 *Donation: (none); *Unique website visitor The Hills Are Alive…With Social Data Slide 19
    • Phase 3: Social Media AppendWhat do TNC’s supporters look like in the social media space and…how and where do you even start looking? Overall File Legacy Member 40.00% Online Giver: YES 35.00% Moves Managed 30.00% Online Giver: NO 25.00% 20.00% Middle Donor Managed 15.00% Gift Giver 10.00% 5.00% Stock Giver 0.00% Gift Recipient Adopt an Acre Current Member: YES Carbon Offset Current Member: NO Plant a Billion Trees Sustainer Volunteer On: Facebook On: Twitter On. LinkedIn The Hills Are Alive…With Social Data Slide 20
    • What to look at next? The Hills Are Alive…With Social Data Slide 21
    • What can we learn about engagingwith “next generation” of supporters? The Hills Are Alive…With Social Data Slide 22
    • Giving levels and social media presence The Hills Are Alive…With Social Data Slide 23
    • Phase 4: Next steps• The to do list • Update and share best practices for social media admins • Set-up reports and key group to share findings with • Start discussions around • bringing in data to offline database • and if so, how will we use it • how often to refresh data The Hills Are Alive…With Social Data Slide 24
    • Phase 4: Next Steps• Philanthropy • ProfileBuilder as real time prospect research tool • Find best way to marry social media activity with existing donor research • How best to communicate to philanthropy staff who may not be fluent in social media speak and who are use to controlling donor communication The Hills Are Alive…With Social Data Slide 25
    • Phase 4: Next Steps• Going Global • What can we learn about international giving in our current file • How to integrate with databases in other countries • Adding social media accounts for state and country social media pages The Hills Are Alive…With Social Data Slide 26
    • NWF and ConstituentData: Going Social The Hills Are Alive…With Social Data Slide 27
    • NWF’s Current Constituent Data • Attributes (age, interests) • Affiliations (schools, state affiliates, partner organizations) • Interactions (mail/email, phone calls, in-person meetings) • What they’ve done with us (donated, taken action, volunteered, subscribed, shopped, attended a rally) The Hills Are Alive…With Social Data Slide 28
    • Who Does This Data Help? • Philanthropy Officers • Email Marketers • Grassroots Organizers • Volunteer Coordinators • Direct Mail Marketers • Event Coordinators The Hills Are Alive…With Social Data Slide 29
    • Now Layer In Social Data… In a match of 200,000 email addresses from NWF’s database, we found people were: On Facebook 47.9% On Twitter 14.5% On LinkedIn 13.7% On One of “Big 3” ? 58.4% The Hills Are Alive…With Social Data Slide 30
    • A New Look at Existing Audiences By layering existing internal tags over social profile data, we could see what audiences have the most potential. The Hills Are Alive…With Social Data Slide 31
    • “I’m Judy. I’m retired. I have a grandson who I give a Ranger Rick subscription to every year. I buy my holiday cards from NWF’s catalog. My yard is a Certified Wildlife Habitat, and I volunteer with NWF to teach others in my community how to garden for wildlife.” “And I TWEET!”The Hills Are Alive…With Social Data Slide 32
    • What Does Adding Social Data Do?Oh wow, the person who just re-tweeted usdonated $1,000 last year. Let me messagethem a quick “Thank you for sharing.” This volunteer has a big Klout score. Maybe when I see her this weekend I should ask her to guest blog for us.We want to reach our activists onsocial media. Should we invest ourresources in a Facebook App orTwitter campaign? The Hills Are Alive…With Social Data Slide 33
    • Cool Things So Far Seeing our internal tags on our live tweet/comment stream: The Hills Are Alive…With Social Data Slide 34
    • Cool Things So Far Searching and filtering to find people via their tags and influence score The Hills Are Alive…With Social Data Slide 35
    • Where Do We Go Next? The Hills Are Alive…With Social Data Slide 36
    • Monthly DonorsCan we use datafrom LinkedIn toidentify and reachout to potentialmonthly donors? The Hills Are Alive…With Social Data Slide 37
    • Major GiftsCan social datahelp ourphilanthropyofficers achievea higher dollargift in less time? The Hills Are Alive…With Social Data Slide 38
    • InfluentialsHow can we use data to find keyinfluencers who are already talking aboutus, or who might want to talk about us? The Hills Are Alive…With Social Data Slide 39
    • Corporate Matching How can we help make sure people donating to us know that their company matches gifts?The Hills Are Alive…With Social Data Slide 40
    • Q&A Photo by W J (Bill) Harrison on Flickr SESSION TITLE Slide 41
    • Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online using #12NTCDataRocks at www.nten.org/ntc/eval