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Social CRM Strategies for Nonprofits

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Posted with permission by Kevin Spidel and Gannett Local. …

Posted with permission by Kevin Spidel and Gannett Local.

Presentation for Wordcamp Phoenix 2011.

Published in: Education, Business, Technology

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  • 1. Social CRM Strategies for Nonprofits
    Social Media Meets Engagement Management
    Kevin Spidel, Community Architect
    GannettLocal | Local Marketing Made Simple
  • 2. What is CRM? What does it have to do w/ Social Media?
    • CRM manages relationship process
    • 3. Social Media is about 1:1 conversations/connections
    A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
    Clue Train Manifesto (circa 1999)
    Full book here: http://www.cluetrain.com/book/
  • 4. Current CRMs
    Sub-Header 2
  • 10. Why CRM for Nonprofits?
    • Manage Your Donors
    • 11. Manage Your Activists / Supporters
    • 12. Manage and Monitor Activity
    • 13. Community Analysis
    • 14. Campaign Management (fundraising, activism, public relations, growth, impact, etc.
  • The Evolution of Social
    • 1:1 Relationships
    • 15. Influencers within social groups – permission based marketing
    • 16. Group Buying / Fundraising / Advocacy – Trending
    • 17. Serendipity – Chance Agents / Engines
    Sub-Header 2
  • 18. The Bridge: Social + CRM = Community
    • Track Relationships
    • 19. Track Influence
    • 20. Understand sub-groups
    • 21. Understand impact
    • 22. Build Opportunity
    • 23. Community Empowerment & Growth
    Sub-Header 2
  • 24. What does this look like?
    Sub-Header 2
  • 25. What does this look like? (Corp)
  • 26. How do I do this?
    • Collect Social Footprint data
    • 27. Email to “Like” or “Follow”
    • 28. Import email lists to Gmail w/ Social Sync
    • 29. Custom Fields within your CRM for Social Accounts
    • 30. Track Accounts
    • 31. Score/Grade Accounts on Digital Footprint
    • 32. Community Hashtags & Empower Leadership
    • 33. Monitor Influencers (volume and quality)
    Sub-Header 2
  • 34. Level1
    Level2
    Level3
    Level4
    Level5
    The road map
    • Proactive Customer Care
    • 35. Proactive Sales
    • 36. Social Media Business Intelligence
    Proactive Engagement
    Sub-Header 2
    • Scalable engagement process
    • 37. Teams work queues
    • 38. Managed process
    • 39. Team activity reports
    Social Media Customer Care
    • Social Media strategy
    • 40. Engagement marketing
    • 41. Brand dashboarding
    • 42. Minimal customer care involvement
    Social Media Marketing
    • Facebook page and Twitter presence
    • 43. Broadcast standard marketing via social media
    Social Media Broadcasting
    • Occasional reporting
    • 44. Reactive/surprised by social media
    Listening (or ignoring)
  • 45. Some Starter Tools
    • Gist – Free Social CRM w/ Firefox and Gmail Plug-ins
    • 46. FlowTown – Social media audit per email ($)
    • 47. Klout – Free influence tool
    Sub-Header 2
  • 48. Kevin, you make my brain hurt!
    “If we can empower philanthropic identity, we can create more philanthropic activity because it’s easier,” said Causes’ Matthew Mahan.
    “As people interact with each other, and see millions of people interacting, it will become a more worthwhile experience. It’s part of making the experience more meaningful. We think this is a win-win, and that people will end up donating even more.”
    Sub-Header 2
  • 49. Can you send me this presentation?
    Facebook.com/kspidel
    @kspidel
    kevinspidel.com
    Kevin.Spidel@Gannett.com
    ask me how we can help your nonprofit
    http://Blog.GannettLocal.com