12 NTC Value of Social Influencer
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12 NTC Value of Social Influencer

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  • 1. What is a SocialInfluencer REALLYWorth? (12NTCInflu)Mark DavisCasey Golden
  • 2. WHY ARE INFLUENCERS IMPORTANT? VS.4/9/2012 Value of Social Influencer 1
  • 3. Mark Davis Casey GoldenDirector of Enterprise Internet Solutions CEO Blackbaud SmallAct mark.davis@blackbaud.com casey.golden@smallact.com @mcdavis7 @smallactguy 4/9/2012 Value of Social Influencer 2
  • 4. 4/9/2012 Value of Social Influencer 3 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
  • 5. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud4/9/2012 Value of Social Influencer 4
  • 6. 4/9/2012 Value of Social Influencer 5 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
  • 7. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 20124/9/2012 Value of Social Influencer 6
  • 8. $653 $215 $224 $62 $32Offline Donor* Online Donor* Facebook Team Team Like** Member*** Captain*** Sources: * 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud ** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge *** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud 4/9/2012 Value of Social Influencer 7
  • 9. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 20114/9/2012 Value of Social Influencer 8
  • 10. • 90 percent trust recommendations by friends more than traditional advertising* • 63 percent of users choose consumer ratings as their preferred source of information about products and services** Sources * Nielsen Global Online Consumer Survey, 2009 ** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 20114/9/2012 Value of Social Influencer 9
  • 11. SO, WHY DOES THIS MATTER? “With access to people’s interest space and what groups they are a part, that‟s a lot of information that allows you target in amazing new ways. If you‟re talking about direct mail and most other methods, we really don’t know much about our constituents. With social data however, you can reach people with a far greater and deeper understanding.” Guy Fischer National Chief Development Officer American Cancer Society4/9/2012 Value of Social Influencer 10
  • 12. T H E F O U R S O C I A L I N F L U E N C E R R AT I N G S 1 - Key 2 - Engager Influencers 1% 5% 45%3 - Multichannel 4 - Standard 49% Consumer Consumer = 1% 4/9/2012 Value of Social Influencer 11
  • 13. 4 = KEY INFLUENCER CHARACTERISTICS • Definition • Exist on all three major networks • Generate significant discussions & thoughts and guide decisions. • Key Attributes • High call-to-action ratio • Longer influence propagation • Value • Rapid Campaign acceleration • Crisis Management • P2P Fundraising • What to do with themNetwork Individual Value Value 4/9/2012 Value of Social Influencer 12
  • 14. 3 = ENGAGER CHARACTERISTICS • Definition • Exists on all three major networks • generates unique posts, shares, & comments • Attributes • 5% or less of overall users, but • Drive 80% of all the content and conversations. • Value • Significant influence on the donations and actions of others • Collaborate, share information and contribute significantly to the viral spread of messages and ideasNetwork Individual Value Value 4/9/2012 Value of Social Influencer 13
  • 15. 2 = MULTICHANNEL CONSUMER CHARACTERISTICS • Definition • These users have known active presences on at least two major networks. • Attributes • Usually ~45-5% of social audience • informed through social media and may participate on occasion. • Social media is an important intake • Do not as often influence others socially • Value • High potential engage in specific campaigns that resonate with them • Very significant source of offline donationsNetwork Individual • Critical for advocacy and other calls to Value Value action. 4/9/2012 Value of Social Influencer 14
  • 16. 1 = STANDARD CONSUMER CHARACTERISTICS • Definition • These users consume information from one known network. • Attributes • Simply consume information (read updates, click links to read content) • Do not actively post new content or comments. • Use social media to staying connected to what‟s going on with friends/family and current events • Value • Strong target audience for both online and offline calls to action and campaigns.Network Individual • Very influenced by friends, family & Value Value peers and will likely take action if asked4/9/2012 Value of Social Influencer 15
  • 17. SO, WHAT DO THE CUSTOMER SAY? “With social data there is much more power to target effectively....to then measure the results...and to then make improvements, measure again and so on. It allows you to continue advancing the results and efficacy of what you do in ways that before were either not possible or were very difficult and expensive to do.” Guy Fischer National Chief Development Officer American Cancer Society4/9/2012 Value of Social Influencer 16
  • 18. EVENTS: IMPROVE TARGETING & ACQUISITIONThe Situation: For new DetermiNation event series, how to target the rightaudienceThe Goal: Increase success of targeted Direct Mail campaignThe Strategy: Find those individuals who are interested in this type of event andwill be able to raise sufficient fundsThe Tactics: Optimize Direct Mail by: (a) Targeting Engagers and Key Influencers, who (b) Have existing athletic behavior and participation (marathoners, triathletes, cyclists, exercise buffs, etc.) 4/9/2012 Value of Social Influencer 17
  • 19. SO, WHAT DO THE CUSTOMERS SAY? “ We are interested in utilizing social data to better engage our constituents across multiple facets of our organization; major gifts, advocacy, special events and direct response. We believe this added intelligence would allow us to better steward our donors and our participants in a more thoughtful way lending to increased retention and acquisition.” Kate Giblin Rooper Vice President, Campaign Development American Diabetes Association4/9/2012 Value of Social Influencer 18
  • 20. EVENTS: IMPROVING RETENTIONThe Situation: Huge loss of participants every year. If the team captainleaves, the whole team vanishes.The Goal: Increase retention of participants by 10%+The Strategy: Identify those individuals who are (a) on a team and (b) havestrong social influence as back ups for the team captain position next year andcultivate them.The Tactics: Use Social Influencer rating to identify key participants. Providespecial cultivation opportunities pre, during and post event.4/9/2012 Value of Social Influencer 19
  • 21. SO, WHAT DO THE CUSTOMERS SAY? “When we learn where the highest return opportunities and low hanging fruit exists, I expect the positive impact will have ripple effects throughout the organization.” Jaime Matyas Executive VP and COO National Wildlife Federation4/9/2012 Value of Social Influencer 20
  • 22. SUSTAINER GROWTH: IMPROVE MONTHLY GIVINGThe Situation: Not knowing who to target with specific sustainer asks and programsThe Goal: Increase Sustainer program to boost annual and lifetime giving value ofdonorsThe Strategy: Identify and target those individuals who (a) have given more thanonce, and (b) are a Multichannel Consumer of aboveThe Tactics: To this specific target segment, (a) increase presence of monthly giving opportunities in all campaigns (b) send exclusive monthly giving campaigns (c) promote monthly giving opportunities online (at time of donation) 4/9/2012 Value of Social Influencer 21
  • 23. SO, WHAT DO CUSTOMER SAY? “It is one positive for a researcher and analyst to see the value of abstract social media data. It is completely another success factor to translate those data points into convincing and actionable information for our fundraisers.” Lindsey Beam Senior Prospect Research Consultant American Heart Association4/9/2012 Value of Social Influencer 22
  • 24. MID-MAJOR DONORS: IMPROVE CULTIVATION & NETWORKThe Situation: How to connect with & tap into the networks of mid to major donorsThe Goal: Increase individual success & increase pipeline for additional major giftsThe Strategy: Find those who are the most social and connected in this high-touch/high-value segment and engage in networking campaignsThe Tactics: Design specific programs and events to nurture the (a) MultichannelConsumers, Engagers, and Key Influencers through better understanding, and (b)special events & opportunities for them to invite others in their network. 4/9/2012 Value of Social Influencer 23
  • 25. WHERE DO GO FROM HERE4/9/2012 Value of Social Influencer 24
  • 26. HOW CAN SOCIAL SCORE HELP • Events - How can I better identify who will be successful p2p fundraisers? - How can I achieve better year over year donor retention? • Direct Marketing/Email - How do I increase the „ask‟ amount for the right segment of our file? - How can I increase the success rate of my mail drop? • • Sustainer Program - How do I identify the best prospects for this program? • Advocacy - How do I maximize our efforts and get viral spread of our message?4/9/2012 Value of Social Influencer 25
  • 27. SOCIAL DATA OFFERING OVERVIEW Social Media Impact Social Influencer Impact• Access publically - Key influencers can and available data from: are promoting client messaging - Facebook 850M users - New social data enable - LinkedIn 150M users added dimension to - Twitter 100M+ users existing fundraising strategies - Other networks Social data enables organizations to identify, profile and target high-value relationships in social media 4/9/2012 Value of Social Influencer 26
  • 28. WHAT IS THE SOCIAL INFLUENCER RATING? The Social Influencer Rating estimates the reach and impact of your constituents based on their presence on social networking sitesWith Blackbaud Social Score, you can:• Discover which constituents use social media and engage them more effectively• Integrate joint email and social media campaigns more effectively.• Identify influencers and have them help you “friend raise” 4/9/2012 Value of Social Influencer 27
  • 29. HOW CRM AND SOCIAL DATA CAN WORK TOGETHER  Connect CRM to Social Empower & Inform front line Communications Blackbaud CRM Smallact Social CRM  Connect Social to CRM Connect social campaigns & engagement to donations and actions4/9/2012 Value of Social Influencer 28
  • 30. BLACKBAUD SOCIAL M A K E E V E RY C O N TA C T M AT T E R • Build your own community • Integrate with other social networks • Enrich your CRM with social data www.blackbuad.com/social4/9/2012 Value of Social Influencer 29
  • 31. WHO IS SMALLACT? • Small Act is a Social Data Management Platform, that for the first time enables organizations to identify, profile and target high-value relationships in social media. - Incorporated in October 2008 - Beta: Nov ‟09, Commercial: May ‟10 - 180+ customers - www.smallact.org4/9/2012 Value of Social Influencer 30
  • 32. WA N T M O R E ? Download presentation: www.slideshare.net/mcdavis7 Download report: www.nonprofitsocialnetworksurvey.com Follow us: www.netwitsthinktank.com4/9/2012 Value of Social Influencer 31
  • 33. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! INSERTQ R CODE HERE or Online at www.nten.org/ntc/eval4/9/2012 Value of Social Influencer 32