Unlocking the True Value of Social Media

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Everywhere you turn there are tons of great stories about organizations doing wonderful things online to build communities and engage their supporters through Social Media. But what is it all for? …

Everywhere you turn there are tons of great stories about organizations doing wonderful things online to build communities and engage their supporters through Social Media. But what is it all for? We’ve all heard the sayings “If you build it, it will come”, “the value of Social CRM”, other concepts around understanding what is the value of Social Media. In this session, we’ll explore the notion that the real value of Social Media is not only in the experience of the community itself, but also in having a greater understanding of how your supporters are engaging with your online communities. This information can be invaluable to both marketers and fundraisers as they attempt to communicate to these engaged members of their community.

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  • And what do you think I heard when I asked them these questions?
  • Flickr Photo: http://www.flickr.com/photos/bobtravis/2815117758/sizes/l/in/photostream/ That’s right, crickets chirping. And that’s a shame. Because social media data is some of the most powerful stuff we have. To fully understand what the possiblities are for getting the best out of your social media data, let’s take a look at where we cam from.
  • Flickr photo: http://www.flickr.com/photos/koalazymonkey/3651288422/sizes/o/in/photostream/ It really wasn’t that long ago – just 15 or 20 years or so – that this was how I found a LOT of organizations dealing with data. Typed up lists and index cards. A file folder for each donor or volunteer.
  • Flickr photo: http://www.flickr.com/photos/mrlerone/2147320982/sizes/l/in/photostream/ And then you upgraded to this – the excel spreadsheet. Which was a big step forward. But once you got to column MZ in the spreadsheet or row 3,789, things started getting out of hand. Not to mention the fact that everyone had their own version of this spreadsheet, plus five other spreadsheets to manage other data. And you would guard those spreadsheets with your life so that no one would screw them up. Which ultimately meant that no one was sharing any data anywhere in the office.
  • Flickr photo: http://www.flickr.com/photos/windsordi/3309941563/sizes/o/in/photostream/ And then we got databases, which made entering and sharing data much easier. Only problem is that each organization probably has more than one database. Development loves one thing, the volunteer manager another. The advocacy department insists on their tool, etc. In the last 5 years in particular, we have been focused on tearing down the data silos, making all those tools that we use work together better. But if we look back at social media, it turns out that it’s just another
  • Flickr photo: http://www.flickr.com/photos/dean_forbes/102878853/sizes/l/in/photostream/ And this is the worst kind. Here’s why.
  • You have a relationship...of sorts.  They care about the work you do.  You give them ways to make a difference.  It works out nicely. Kind of like how Don brought home the paycheck and Betty kept the household running. Pre-social media, it was assumed by both you and your stakeholder that YOU owned the relationship.  Sure - you might ask them for feedback, provide them some options for getting involved, but you dictated the when and where.  You picked the night, the time and restaurant for every date. Post social media, and especially those self-publishing tools like blogs and YouTube, your stakeholders are upsetting this nice arrangement. Suddenly, they want to pick the kind of food, and also your outfit. For the first time, the STAKEHOLDER is in control of the relationship.  Which is really the point behind:
  • Flickr photo: http://www.flickr.com/photos/lonelybob/67020777/sizes/o/in/photostream/ The Customer is Always RightSo really, we've gotten what we asked for.  Lucky us! And that's a lot of the tension we're feeling today. The Stakeholder is actually right, and asserts her rights. She is going to talk about you, take action for you, give you money, etc. any time, place or way she pleases.  
  • And if you can't deal with that, she's gonna find another cause (Betty's new husband).
  • So if Betty's off being liberated, we've got some issues.  
  • Flick Photo: http://www.flickr.com/photos/zub/35070981/sizes/o/in/photostream/ 1. Responding. Betty is talking to you all over town, only if all that chatting isn't making its way back into your CRM, you can't respond. And when you go to make that next appeal, you might not know that she thought your seal campaign was dumb, but loved the puppy campaign.  And you might send her the seal campaign, which would obviously be a mistake.
  • Flickr Photo: http://www.flickr.com/photos/dullhunk/426622486/sizes/o/in/photostream/ Calculating. It was easy to know what Betty was up to when the only way she could respond was via a check in a pre-printed envelope.  Now we have absolutely no idea what's going on.  Betty might receive an ask via an email, but respond to the volunteer opportunity on your FaceBook Fan Page. We need new math.  And if we're not tracking these interactions, we won't develop it. 
  • Flickr Photo: http://www.flickr.com/photos/matthewmcvickar/154077776/sizes/l/in/photostream/ Really Targeting. What if you could pull Betty's FaceBook "Likes" on your page into your database? What would that tell you about Betty?  How could you use that data to give her better content? Which isn'y necessarily about increasing your fundraising, it's about giving more value to Betty.
  • Explain graphic For now, there isn't a tool out there that can deliver this kind of seamless integration.  But we can start to approximate some of this in our own models.  We can start to get some of that siloed data out of the social media space and into our CRM so that we can turn it into actionable intelligence.
  • Just like we started collecting emails a decade ago.

Transcript

  • 1. Blackbaud Social Hour: Engaging Your Supporters through Social Media Unlocking the True Value of Social Media The Answers are in the Data. Holly Ross, Executive Director, NTEN Moderated by: Mark Davis, Director Enterprise Internet Solutions, Blackbaud Audio: 1 (866) 410-6539 Code: 8436543232 September 17, 2010
  • 2. About Me
    • Holly Ross, Executive Director, [email_address]
    • Holly has spent more than seven years at NTEN, working with community members to identify the technology trends that will reshape the nonprofit sector. From ubiquitous access to technology leadership to social media, Holly brings the wisdom of the NTEN crowd to the nonprofit sector. Holly has been recognized as one of the Nonprofit Times Power and Influence Top 50 twice, in 2009 and 2010. Holly is also editor of "Managing Technology to Meet Your Mission: A Strategic Guide for Nonprofit Leaders," available from Jossey-Bass.
  • 3. SOCIAL MEDIA SUCCESS: WHAT DOES IT LOOK LIKE?
  • 4. Blackbaud Social Hour: Engaging Your Supporters through Social Media Unlocking the True Value of Social Media The Answers are in the Data. Holly Ross, Executive Director, NTEN Moderated by: Mark Davis, Director Enterprise Internet Solutions, Blackbaud Audio: 1 (866) 410-6539 Code: 8436543232 September 17, 2010
  • 5. I’m Manny Hernandez, President of the Diabetes Hands Foundation!
  • 6.
    • 2 Ning-based social networks, combined 27,000 registrants
    • 6k Facebook Fans
    • 5k Causes Members
    • 5300 Twitter Followers
  • 7. Tu Diabetes Social Media Takeaways
    • Fundraising: over $10,000 in 2010 so far.
    • Education - promote our diabetes awareness initiatives
    • Build community - make people aware of our communities, as well as (in the case of our FB page) engage in dialog with fans around diabetes-related topics.
  • 8. I’m Danielle Brigida, Digital Marketing Manager at NWF!
  • 9.
    • 1 million Fans for Oil Spill Page on FB
    • Over 1 million Causes Members
    • 35k Twitter Followers on main account
  • 10. NWF Social Media Takeaways
    • We had our first successful social media oil spill response on Facebook ( www.causes.com/oilpsill ).
    • We’ve engaged 20 mom bloggers who are helping us with our campaigns (they are so fun!).
    • We’re learning to be a “networked nonprofit” while creating content in different ways.
  • 11. So, how does all this social activity inform the rest of the organization’s work? Is any of this social data ending up in your database?
  • 12.  
  • 13. THE EVOLUTION OF DATA
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18. It’s a Relationship YOU + DONOR =
  • 19.  
  • 20. Goodbye!
  • 21. THE PROBLEMS THIS RAISES
  • 22.  
  • 23.  
  • 24.  
  • 25. THE SOLUTION: SOCIAL CRM
  • 26.  
  • 27. A Few Starting Points
    • Collect social media screen names in your database.
    • Use social media as a "contact method" option in the database.
    • Listening dashboard for rapid response.
    • Share with your team.
  • 28. So what is ?
  • 29.  
  • 30. Provides a full set of Social Media features to meet the diverse needs for most online communities
  • 31. To Learn More…. 3 More Blackbaud Social Hour Webinars
    • Engaging Donors Through Social Media September 24, 2010
      • Frank Barry, Blackbaud
    • Private-Label House Social Networks: 10 Really Good Reasons to Build Community on Your Organization's Website October 1, 2010
      • Jeff Patrick, Common Knowledge
    • Achieving Success with Blackbaud Social: A Reeve Foundation Case Study October 8, 2010
      • Rob Gerth, Christopher and Dana Reeve Foundation
  • 32. Other Ways to Learn…
    • Read more about our solution at www.blackbaud.com/social
    • Or Contact your Blackbaud Account Executive
    • Or email Blackbaud at solutions@blackbaud.com