Social Media Engagement Management for Nonprofits

Social CRM Strategies for Nonprofits
Social Media Meets Engagement Management
Kevin Spidel, Community Architect
GannettLocal | Local Marketing Made Simple

What is CRM? What does it have to do w/ Social Media?
CRM manages relationship process
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/

Current CRMs
Razors Edge
Convio
Microsoft Dynamics
MyNGP
Salesforce
Kintera
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Why CRM for Nonprofits?
Manage Your Donors
Manage Your Activists / Supporters
Manage and Monitor Activity
Community Analysis
Campaign Management (fundraising, activism, public relations, growth, impact, etc.
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The Evolution of Social
1:1 Relationships
Influencers within social groups – permission based marketing
Group Buying / Fundraising / Advocacy – Trending
Serendipity – Chance Agents / Engines
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The Bridge: Social + CRM = Community
Track Relationships
Track Influence
Understand sub-groups
Understand impact
Build Opportunity
Community Empowerment & Growth
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What does this look like?
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What does this look like? (Corp)

How do I do this?
Collect Social Footprint data
Email to “Like” or “Follow”
Import email lists to Gmail w/ Social Sync
Custom Fields within your CRM for Social Accounts
Track Accounts
Score/Grade Accounts on Digital Footprint
Community Hashtags & Empower Leadership
Monitor Influencers (volume and quality)
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Level1
Level2
Level3
Level4
Level5
The road map
Proactive Customer Care
Proactive Sales
Social Media Business Intelligence
Proactive Engagement
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Scalable engagement process
Teams work queues
Managed process
Team activity reports
Social Media Customer Care
Social Media strategy
Engagement marketing
Brand dashboarding
Minimal customer care involvement
Social Media Marketing
Facebook page and Twitter presence
Broadcast standard marketing via social media
Social Media Broadcasting
Occasional reporting
Reactive/surprised by social media
Listening (or ignoring)

Some Starter Tools
Gist – Free Social CRM w/ Firefox and Gmail Plug-ins
FlowTown – Social media audit per email ($)
Klout – Free influence tool
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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.”
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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
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Social Media Engagement Management for Nonprofits

by Kevin Spidel on Jan 27, 2011

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Social Media Engagement Management for Nonprofits — Presentation Transcript