Bridging the Gap Between Social and CRM


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Heller Consulting's slides from's Nonprofit Technology Conference in Washington DC on March 14th, 2014. #14NTC

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Bridging the Gap Between Social and CRM

  1. 1. #SocialCRM Bridging the Gap Between Social Media and CRM #SocialCRM Jenn Smith, Heller Consulting Danielle Brigida, National Wildlife Federation Bryan Giese, Heller Consulting
  2. 2. #SocialCRM Who is talking today? Jenn Smith VP Digital Agency Heller Consulting Danielle Brigida Senior Manager of Social Strategy and Integration National Wildlife Federation Bryan Giese Director of Marketing Heller Consulting
  3. 3. #SocialCRM Why are we qualified? •  About Heller –  Heller Consulting’s mission is to enable nonprofits to cultivate rewarding relationships with their constituents. We build, plan and execute effective CRM and strategic solutions that establish and enrich active communities of supporters. •  About NWF –  National Wildlife Federation is a voice for wildlife, dedicated to protecting wildlife and habitat and inspiring the future generation of conservationists.
  4. 4. #SocialCRM Social Media is the Quick Fix Social media has become the latest “fix” for creating better relationships with our donors and constituents. •  You HAVE to have a presence on Facebook and Twitter •  Your board wants LinkedIn and Instagram. •  Snapchat? That’s the next generation of donors! Right?
  5. 5. #SocialCRM Leap before you look! Far too often, organizations jump into social media too fast for fear of being left behind. •  They leap forward without a solid strategy or defined goal. •  They don’t research the most effective social channels. •  They skip over creating a strategy to define how to interact with new audiences once they have them.
  6. 6. #SocialCRM So what did Social Media do? As a result, organizations end up knowing very little about how social media is actually helping their cause.
  7. 7. #SocialCRM Tons and Tons of DATA Quick adoption of social channels creates lots of data Silo’d data Useless data, never to be effectively analyzed Never offering insight to challenges you face
  8. 8. #SocialCRM This is not a new experience Social media is just another channel, another way to communicate with the people important to our organizations. What has always worked? Finding the right mix of: •  Technology •  Tools and Techniques •  AND Strategic Vision and Planning Finding the right mix will create better relationships with donors and constituents.
  9. 9. #SocialCRM #jennsmith’s 5 rules re: Social Media 1.  You don’t have to be everywhere. Really, you don’t. 2.  Know where you can find your audience. 3.  Two-way engagement – it’s not just a stupid marketing term! 4.  Know what you are trying to answer or solve through your social media strategy. 5.  Think beyond growth.
  10. 10. #SocialCRM So what social data is worth tracking? Ask this: Is it actionable? Will it create change? Will it help you serve your constituents better?
  11. 11. #SocialCRM Data points to pay attention to ü  Source ü  Reach/Conversations (Social listening) ü  Sentiment ü  Multi-Channel Engagement ü  Revenue/Conversions!
  12. 12. #SocialCRM What do you bring back into your CRM? •  What’s that 360 degree view look like? •  Decisions driven by overall strategic goals. •  Ask: What data will support your goals if it’s added to a donor profile?
  13. 13. #SocialCRM About National Wildlife Federation •  Founded in 1936, large nonprofit •  Mission: To inspire Americans to protect wildlife for our children’s future. •  4 Million members and supporters
  14. 14. #SocialCRM Where we started •  Started using social actively in 2006 •  Wanted our social interactions to provide value for other parts of the organization •  Wanted to respectfully communicate with supporters
  15. 15. #SocialCRM What we did •  Connected with Small Act in 2010 •  Append took place in 2012 •  As a team we wanted to see the likelihood of our teams using the information
  16. 16. #SocialCRM Challenges •  Dealing with organization culture and acceptance of social data •  Disconnect between social data and philanthropy and how to solve. •  Technology needs were changing and we have to re-evaluate
  17. 17. #SocialCRM Some data that came back from our CRM •  58% of our email users were on one of the big three networks •  Monthly donors and Event attendees were active on Facebook and Twitter •  LinkedIn was a leader in our Major gifts category
  18. 18. #SocialCRM Social Listening Options •  Small Act •  Radian6 •  Topsy • •  RSS Feeds
  19. 19. #SocialCRM Let’s talk about (social) Listening •  What is it? •  Why do you do it? •  What can it tell you?
  20. 20. #SocialCRM Behind the Scenes: Radian6 Topic Profile Basics •  Control who has access to this topic profile •  Specify how detailed your information needs to be •  Select what languages you want to include or exclude •  What types of media should be included in the feed? •  What regions of the world are important to you? •  Specify what sites and sources you want to include or exclude in your feed
  21. 21. #SocialCRM •  Pick what topics to include •  Filter more by adding additional qualifiers to your criteria •  Exclude posts that don’t apply to your organization Behind the Scenes: Radian6 Topic Profile Basics
  22. 22. #SocialCRM What you get – Data & Analysis Topic Word Clouds DemographicsView Long Term Trends Simple and Complex Sentiment View the data in ways that reveals the information you need.
  23. 23. #SocialCRM More charts, graphs, and interactions Aggregated Data View the flood of information in the way you need to see it. Individual Interactions
  24. 24. #SocialCRM Making Sense of It All Organize it in Dashboards so that you can understand it.
  25. 25. #SocialCRM What you do next Robust engagement tools let you assign and interact easily.
  26. 26. #SocialCRM Connecting Back to CRM Salesforce integration means its ready to connect back into your existing instance and add value to your data.
  27. 27. #SocialCRM Name 3 things you MUST have in place before you decide that you will start using social listening at your organization. Let’s talk about (social) Listening
  28. 28. Slide 28Bridging the Gap Between Social Media and CRM Free Webinar March 27th Engaging New and Casual Donors for Maximum ROI The Connected Cause is a place for experts in the nonprofit online space to share perspective, offer guidance and promote best practices for using today’s technology effectively. @TheConnectCause TheConnectedCause
  29. 29. @TeamHeller #SocialCRM
  30. 30. What did you think? Evaluate this session! #socialCRM Or, search by session title at When you evaluate a session, you will be entered to win a prize!