Social CRM Strategies for Nonprofits

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Posted with permission by Kevin Spidel and Gannett Local.

Presentation for Wordcamp Phoenix 2011.

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Social CRM Strategies for Nonprofits

  1. 1. Social CRM Strategies for Nonprofits<br />Social Media Meets Engagement Management<br />Kevin Spidel, Community Architect<br />GannettLocal | Local Marketing Made Simple<br />
  2. 2. What is CRM? What does it have to do w/ Social Media?<br /><ul><li> CRM manages relationship process
  3. 3. Social Media is about 1:1 conversations/connections</li></ul>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.<br />Clue Train Manifesto (circa 1999) <br />Full book here: http://www.cluetrain.com/book/<br />
  4. 4. Current CRMs<br /><ul><li> Razors Edge
  5. 5. Convio
  6. 6. Microsoft Dynamics
  7. 7. MyNGP
  8. 8. Salesforce
  9. 9. Kintera</li></ul>Sub-Header 2<br />
  10. 10. Why CRM for Nonprofits?<br /><ul><li>Manage Your Donors
  11. 11. Manage Your Activists / Supporters
  12. 12. Manage and Monitor Activity
  13. 13. Community Analysis
  14. 14. Campaign Management (fundraising, activism, public relations, growth, impact, etc.</li></li></ul><li>The Evolution of Social<br /><ul><li>1:1 Relationships
  15. 15. Influencers within social groups – permission based marketing
  16. 16. Group Buying / Fundraising / Advocacy – Trending
  17. 17. Serendipity – Chance Agents / Engines</li></ul>Sub-Header 2<br />
  18. 18. The Bridge: Social + CRM = Community<br /><ul><li>Track Relationships
  19. 19. Track Influence
  20. 20. Understand sub-groups
  21. 21. Understand impact
  22. 22. Build Opportunity
  23. 23. Community Empowerment & Growth</li></ul>Sub-Header 2<br />
  24. 24. What does this look like?<br />Sub-Header 2<br />
  25. 25. What does this look like? (Corp)<br />
  26. 26. How do I do this?<br /><ul><li> Collect Social Footprint data
  27. 27. Email to “Like” or “Follow”
  28. 28. Import email lists to Gmail w/ Social Sync
  29. 29. Custom Fields within your CRM for Social Accounts
  30. 30. Track Accounts
  31. 31. Score/Grade Accounts on Digital Footprint
  32. 32. Community Hashtags & Empower Leadership
  33. 33. Monitor Influencers (volume and quality)</li></ul>Sub-Header 2<br />
  34. 34. Level1<br />Level2<br />Level3<br />Level4<br />Level5<br />The road map<br /><ul><li>Proactive Customer Care
  35. 35. Proactive Sales
  36. 36. Social Media Business Intelligence</li></ul>Proactive Engagement<br />Sub-Header 2<br /><ul><li>Scalable engagement process
  37. 37. Teams work queues
  38. 38. Managed process
  39. 39. Team activity reports</li></ul>Social Media Customer Care<br /><ul><li>Social Media strategy
  40. 40. Engagement marketing
  41. 41. Brand dashboarding
  42. 42. Minimal customer care involvement</li></ul>Social Media Marketing<br /><ul><li>Facebook page and Twitter presence
  43. 43. Broadcast standard marketing via social media</li></ul>Social Media Broadcasting<br /><ul><li>Occasional reporting
  44. 44. Reactive/surprised by social media</li></ul>Listening (or ignoring)<br />
  45. 45. Some Starter Tools<br /><ul><li> Gist – Free Social CRM w/ Firefox and Gmail Plug-ins
  46. 46. FlowTown – Social media audit per email ($)
  47. 47. Klout – Free influence tool</li></ul>Sub-Header 2<br />
  48. 48. Kevin, you make my brain hurt!<br />“If we can empower philanthropic identity, we can create more philanthropic activity because it’s easier,” said Causes’ Matthew Mahan. <br />“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.” <br />Sub-Header 2<br />
  49. 49. Can you send me this presentation?<br />Facebook.com/kspidel<br />@kspidel<br />kevinspidel.com<br />Kevin.Spidel@Gannett.com<br />ask me how we can help your nonprofit <br />http://Blog.GannettLocal.com<br />

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