Creating Impact with Social Data     - Identifying & Harnessing Advocates, Team     Leaders & Hidden VIP’s -     MARK DAVI...
#BBCON TWEET YOUR TRACK:                                 #bbinteractive  #bbanalytics9/30-10/2   © 2012. Blackbaud Confide...
WHITE PAPERwww.blackbaud.com/social-influencer9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   3   3
WHY ARE INFLUENCERS IMPORTANT?                                                                  with                      ...
REVIEW OF THE SOCIAL NETWORKING            BENCHMARK REPORT9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved...
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   6   2012 Nonprofit Social Networking Benchmark          ...
2012 Nonprofit Social Networking Benchmark                                                                      Report [IN...
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   8                                                       ...
2012 Nonprofit Social Networking Benchmark                                                                      Report [IN...
Sources:* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud** 2012 Nonprofit Social Netw...
The Power of Social Fundraising and Friends Asking Friends                                                                ...
• 90 percent trust                                                                           recommendations by friends   ...
UNDERSTANDING YOUR INFLUENCERS AND THEIR            VALUE9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved  ...
Connecting            emails to            social profiles9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved ...
FOUR INFLUENCER RATINGS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   15
4 = KEY INFLUENCER9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   16
3 = ENGAGER9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   17
2 = MULTICHANNEL CONSUMER9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   18
1 = STANDARD CONSUMER9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   19
HOW MESSAGES TRAVEL9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   20
ARE OUR MAJOR GIFT PROSPECTS SOCIAL?9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   21
INSIGHTFUL BENCHMARKS & INDICATORS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   22
FUNDRAISING COMPARISON ACROSS SOCIAL NETWORKS            Average Lifetime Money                                      Avera...
ACTION COMPARISON ACROSS SOCIAL NETWORKS  *SOURCE: SocialData Analysis for CARE9/30-10/2   © 2012. Blackbaud Confidential....
ACTION COMPARISON BY SOCIAL TYPE  *SOURCE: SocialData Analysis for CARE9/30-10/2   © 2012. Blackbaud Confidential. All rig...
HOW ARE NPOS USING SOCIAL DATA9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   26
SO, WHAT DO THE LEADERS SAY?             “With social data there is much more power to target              effectively.......
EVENTS: IMPROVE TARGETING & ACQUISITION The Situation: For new DetermiNation event series, how to target the right audienc...
SO, WHAT DO THE LEADERS SAY?             “ We are interested in utilizing social data to better engage our               c...
EVENTS: IMPROVING RETENTION    The Situation: Huge loss of participants every year. If the team captain    leaves, the who...
NATIONAL WILDLIFE FEDERATION9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   31
SENIOR MANAGEMENT COMMITMENT             “When we learn where the highest return opportunities and low               hangi...
THE NWF SOCIAL DATA STORY            • Social Media has become a connector to give insight to other areas of              ...
SUSTAINER GROWTH: IMPROVE MONTHLY GIVING The Situation: Not knowing who to target with specific sustainer asks and program...
EVENTS: NATIONAL STRATEGY            • National              - Goal: Raise overall awareness and support of kids outdoor a...
EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK            • Three Main Goals              - New participants acquisition & advoca...
EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK            • Example of key influencer list in local chapter (NY/NJ)9/30-10/2    ©...
EVENTS – SOCIAL DATA BENEFITS            • Events are going on now and over next few months            • As we all know ca...
WHERE DO GO FROM HERE9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   39
HOW CAN SOCIAL SCORE HELP?                                • Events                                    - How can I better i...
SOCIAL SCORE OFFERING OVERVIEW      Social Media Impact                                                Social Influencer I...
SOCIAL SCORE DATA SET9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   42
HIGH LEVEL VIEW9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   43
Real-time            Dossier            -        Get into the                     mindset of the                     donor...
WANT MORE?   Interested? Speak with your friends at Target Analytics!   More Webinars: www.blackbaud.com/nten   Download t...
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Creating Impact with Social Data: Identifying and Harnessing Advocates, Team Leaders & Hidden VIP's

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BBCON 2012 session by Casey Golden (Small Act), Mark Davis (Blackbaud), and Danielle Brigida (National Wildlife Federation).

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  • TITLE SLIDE.
  • Note: Add The Oatmeal and Bus Monitor
  • DefinitionExist on all three major networksGenerate significant discussions & thoughts and guide decisionsKey AttributesHigh call-to-action ratioLonger influence propagationValueRapid Campaign accelerationCrisis ManagementP2P FundraisingWhat to do with themIdentify and cultivate through social media channelsGive them the voice to spread your message
  • DefinitionExists on all three major networksGenerates unique posts, shares, & comments  Attributes5% or less of overall usersDrive 80% of all the content and conversations.ValueSignificant influence on the donations and actions of othersCollaborate, share information and contribute significantly to the viral spread of messages and ideas
  • DefinitionThese users have known active presences on at least two major networks.AttributesUsually ~45-50% of social audienceinformed through social media and may participate on occasion. Social media is an important intakeDo not as often influence others sociallyValueHigh potential to engage in specific campaigns that resonate with themVery significant source of offline donationsCritical for advocacy and other calls to action.
  • DefinitionThese users consume information from one known network. AttributesSimply 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 eventsValueStrong target audience for both online and offline calls to action and campaigns.Very influenced by friends, family & peers and will likely take action if asked
  • Section header
  • Creating Impact with Social Data: Identifying and Harnessing Advocates, Team Leaders & Hidden VIP's

    1. 1. Creating Impact with Social Data - Identifying & Harnessing Advocates, Team Leaders & Hidden VIP’s - MARK DAVIS, BLACKBAUD (@MCDAVIS7) CASEY GOLDEN, SMALL ACT (@SMALLACTGUY) DANIELLE BRIGIDA, NATIONAL WILDLIFE FEDERATION, (@STARFOCUS)9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 1
    2. 2. #BBCON TWEET YOUR TRACK: #bbinteractive #bbanalytics9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 2
    3. 3. WHITE PAPERwww.blackbaud.com/social-influencer9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 3 3
    4. 4. WHY ARE INFLUENCERS IMPORTANT? with benefiting… &9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 4
    5. 5. REVIEW OF THE SOCIAL NETWORKING BENCHMARK REPORT9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 5
    6. 6. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 6 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
    7. 7. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 7
    8. 8. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 8 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
    9. 9. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 20129/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 9
    10. 10. 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 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 10
    11. 11. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 20119/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 11
    12. 12. • 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 20119/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 12
    13. 13. UNDERSTANDING YOUR INFLUENCERS AND THEIR VALUE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 13
    14. 14. Connecting emails to social profiles9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 14
    15. 15. FOUR INFLUENCER RATINGS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 15
    16. 16. 4 = KEY INFLUENCER9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 16
    17. 17. 3 = ENGAGER9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 17
    18. 18. 2 = MULTICHANNEL CONSUMER9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 18
    19. 19. 1 = STANDARD CONSUMER9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 19
    20. 20. HOW MESSAGES TRAVEL9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 20
    21. 21. ARE OUR MAJOR GIFT PROSPECTS SOCIAL?9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 21
    22. 22. INSIGHTFUL BENCHMARKS & INDICATORS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 22
    23. 23. FUNDRAISING COMPARISON ACROSS SOCIAL NETWORKS Average Lifetime Money Average Lifetime Average Gift $2,292.1 5 $140.00 $120.00 $100.00 $1,221.8 $80.00 $1,000.4 3 9 $60.00 $40.00 $20.00 $- Facebook Twitter LinkedIn Average Lifetime Facebook Twitter LinkedIn $90.75 $94.63 $123.69 Average Gift *SOURCE: SocialData Analysis for CARE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 23
    24. 24. ACTION COMPARISON ACROSS SOCIAL NETWORKS *SOURCE: SocialData Analysis for CARE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 24
    25. 25. ACTION COMPARISON BY SOCIAL TYPE *SOURCE: SocialData Analysis for CARE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 25
    26. 26. HOW ARE NPOS USING SOCIAL DATA9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 26
    27. 27. SO, WHAT DO THE LEADERS 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 Society9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 27
    28. 28. EVENTS: IMPROVE TARGETING & ACQUISITION The Situation: For new DetermiNation event series, how to target the right audience The Goal: Increase success of targeted Direct Mail campaign The Strategy: Find those individuals who are interested in this type of event and will be able to raise sufficient funds The 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.)9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 28
    29. 29. SO, WHAT DO THE LEADERS 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 Association9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 29
    30. 30. EVENTS: IMPROVING RETENTION The Situation: Huge loss of participants every year. If the team captain leaves, the whole team vanishes. The Goal: Increase retention of participants by 5%+ The Strategy: Identify those individuals who are (a) on a team and (b) have strong social influence as back ups for the team captain position next year and cultivate them. The Tactics: Use Social Influencer rating to identify key participants. Provide special cultivation opportunities pre, during and post event.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 30
    31. 31. NATIONAL WILDLIFE FEDERATION9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 31
    32. 32. SENIOR MANAGEMENT COMMITMENT “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 Federation9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 32
    33. 33. THE NWF SOCIAL DATA STORY • Social Media has become a connector to give insight to other areas of the organization • Initially (1 year ago) it was a big excitement, but… where do we get started? • Decided to focus our rollout on 4 areas - Employer Matching (those who work at a company who would match gift) • Partner with Employer Matching Company for fulfillment - Overall Gift Level Increase (who has higher capacity to give) • Modify Ask Level (an increase of 25-50% for relevant donors) - Sustainer Gifts (biggest growth area for 2013 – Dave Jorgensen) - Events/Advocacy – Hike and Seek9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 33
    34. 34. SUSTAINER GROWTH: IMPROVE MONTHLY GIVING The Situation: Not knowing who to target with specific sustainer asks and programs The Goal: Increase Sustainer program to boost annual and lifetime giving value of donors The Strategy: Identify and target those individuals who (a) have given more than once, and (b) are a Multichannel Consumer of above The 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)9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 34
    35. 35. EVENTS: NATIONAL STRATEGY • National - Goal: Raise overall awareness and support of kids outdoor activities - Method: Identify & engage national Key Influencers who can best help spread the word about the events and benefits9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 35
    36. 36. EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK • Three Main Goals - New participants acquisition & advocacy - Re-engage lapsed participants - Increase retention of last year‟s participants • Developed Key Target “VIP” Lists for the different locations. - Out of the 2.3M email records, we hyper focused on those who • (a) have participated recently in Hike and Seek (794 participants) • (b) are in top 5% of users (40 key participants) - Here‟s how the lists shook out • Atlanta Area - 3 • Seattle Area – 6 • Chicago Area – 5 • Greater DC Area – 15 • New York/New Jersey Area –119/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 36
    37. 37. EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK • Example of key influencer list in local chapter (NY/NJ)9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 37
    38. 38. EVENTS – SOCIAL DATA BENEFITS • Events are going on now and over next few months • As we all know campaigns take time  • However, already I know our constituents much better and have a more insightful thought process of how to engage them and make them a part of our mission. • Additionally, for Social Media Manager roll the social data integration with Thrive is key to help understand who I need to definitely communicate with, how to best correspond, and if I should escalate the conversation elsewhere at NWF. Cuts back on research and time needed, which is a big benefit.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 38
    39. 39. WHERE DO GO FROM HERE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 39
    40. 40. 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?9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 40
    41. 41. SOCIAL SCORE OFFERING OVERVIEW Social Media Impact Social Influencer Impact• Access publically - Key influencers can and available data from: are promoting client messaging - Facebook 900M 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 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 41
    42. 42. SOCIAL SCORE DATA SET9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 42
    43. 43. HIGH LEVEL VIEW9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 43
    44. 44. Real-time Dossier - Get into the mindset of the donor - What‟s important to them right now9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 44
    45. 45. WANT MORE? Interested? Speak with your friends at Target Analytics! More Webinars: www.blackbaud.com/nten Download the whitepaper: www.blackbaud.com/social-influencer Download presentation: www.slideshare.net/mcdavis7 Download benchmark report: www.nonprofitsocialnetworksurvey.com Follow us: www.netwitsthinktank.com9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 45

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