Robin Fisk AFP TechKnow 2012 - the blurring of web, crm and social

The Blurring of Web, CRM and Social MediaImplications, opportunities and challenges for non-profits Robin Fisk Global Charity Product Manager, ASI

SocialWebsite media activity CRM

The boundaries between the charity website,the donor database (CRM) and social media are blurring fast. Convergence is under way.

Leveraging the social web…The social web is a set of socialrelations that link people throughthe World Wide WebSocial relations – a relationship betweentwo, three or more individualsSo the social web is – making use of SOCIALMEDIA on YOUR WEBSITE

Social?

Non-profit

“How can you squander even one more daynot taking advantage of the greatest shifts inour generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” Seth Godin, 2010

Making your website more social• A number of technology tools that will help your website become more social

#1 – links to your social pages • Takes users away from your site • Off the shelf gadgets available • Beware privacy issues • Easy to achieve without gadgets

#2 – liking / sharing this page

• Facebook Social Plugins • Like, Send• Likes / shares the URL• And others for other sites• Keeps users in your site• Relatively easy to achieve

#3 – Like your Facebook page from your site

• Facebook Like Box• Likes your FB page• Show updates, or pictures

#4 – comments from your site

• Facebook Comments plugin

#5 – embedding content in your FB page

• No need to leave Facebook• Skinny version of your own donation / join now page

#6 – Facebook Open Graph

• You – the organization – create a Facebook app• App gives you access to the information that you want / you feel you can ask for• App defines the actions and objects that you want to track

Not-for-profit website• App allows member/donor to associate Facebook id with their record on the website / CRMWhy?• We want access to their FB profile, enable them to share activities from within our site• They get to use their FB profile pic – only need to maintain one, and share• “Login with Facebook”

• “My Account” page – editing picture: option to use their Facebook profile pic instead of uploading one• Permission sought by the Facebook app…

• Prompts the login to Facebook (if not already logged in)

• Facebook profile pic is now the account picture• Facebook ID stored as an attribute in the CRM• Other Facebook data available, according to permission sought / given.

• Register / Login on your site with Facebook ID• (same is possible for Google, Twitter, LinkedIn…)• Create specialised actions and objects – e.g. • “Joined” / “Policy Special Interest Group” • “Supported” / “Emergency Appeal” • “Attended” / “Annual Conference” • “Listened to” / “Chairman’s Podcast”

#7 – brand monitoring / social analytics

• Sentiment (analyses the posts for +, -)• Reach (number of people mentioning you)• Strength (how much buzz)• Passion – how many times people post about you• Based on the usual social media sites, blogs etc

#8 – influence / authority • Measures social influence • Based on your social media activity over time • API allows you get this information into your database at constituent level

Mobile• Apps • Platform-specific • Easy to use • Another application to maintain, develop• Mobile website • Multi-platform • Need not be a separate website: Responsive web design – “fluid” so that they scale appropriately, according to the device • HTML5 allows offline use too

Getting organized for the social web • Arranging your organization to act and react using social media • Managing the data Leveraging the Social Web – Robin Fisk, ASI

Your organization, and social engagement• Most organizations start social media activities – e.g. outbound posts from Marketing / Comms department• Stays there, or• Proliferates throughout the organization without control or strategy• “Social Media Sanitation”• These organizations “will not scale”

Your organization, and social engagement

Your organization, and social engagement Decentralized Organic; Authentic; Experimental; Uncoordinated

Your organization, and social engagement Centralized One department controls all; consistent; not as authentic

Your organization, and social engagement Hub and spoke One hub sets rules; departments undertake own efforts; spreads widely round the org; takes time

Your organization, and social engagement Multiple hub and spokeSimilar to hub & spoke but per business unit – suitable for multiple brands within larger organizations

Your organization, and social engagement HoneycombEach employee is empowered to undertake own activities; within guidelines

Action plan for an organization1. Get into scalable formation2. Empower the departments - create a Centre Of Excellence (strategy; training; policies etc)3. Establish a community online4. Integrate to your website / CRM5. Nurture your “unpaid army of advocates”6. Streamline your social media accounts

Getting the data under control • You will never get all of the data under control! • You don’t own all of the data • But you can bring some order to it • The lines between web, CRM and social are being blurred…

SocialWebsite media activity CRM

A single, socially- enabled, CRM-enabled, mobile-friendly website

Advanced Solutions International Robin Fisk 1-800-727-8682 (x5197) rfisk@advsol.com - www.advsol.com facebook.com/advsol @advsol / #imis @asi_robinfisk

Robin Fisk AFP TechKnow 2012 - the blurring of web, crm and social

by Robin Fisk on Jun 04, 2012

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