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? 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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Unlocking the True Value of Social Media

  1. 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. 2. About Me <ul><li>Holly Ross, Executive Director, [email_address] </li></ul><ul><li>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 &quot;Managing Technology to Meet Your Mission: A Strategic Guide for Nonprofit Leaders,&quot; available from Jossey-Bass. </li></ul>
  3. 3. SOCIAL MEDIA SUCCESS: WHAT DOES IT LOOK LIKE?
  4. 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. 5. I’m Manny Hernandez, President of the Diabetes Hands Foundation!
  6. 6. <ul><li>2 Ning-based social networks, combined 27,000 registrants </li></ul><ul><li>6k Facebook Fans </li></ul><ul><li>5k Causes Members </li></ul><ul><li>5300 Twitter Followers </li></ul>
  7. 7. Tu Diabetes Social Media Takeaways <ul><li>Fundraising: over $10,000 in 2010 so far. </li></ul><ul><li>Education - promote our diabetes awareness initiatives </li></ul><ul><li>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. </li></ul>
  8. 8. I’m Danielle Brigida, Digital Marketing Manager at NWF!
  9. 9. <ul><li>1 million Fans for Oil Spill Page on FB </li></ul><ul><li>Over 1 million Causes Members </li></ul><ul><li>35k Twitter Followers on main account </li></ul>
  10. 10. NWF Social Media Takeaways <ul><li>We had our first successful social media oil spill response on Facebook ( www.causes.com/oilpsill ). </li></ul><ul><li>We’ve engaged 20 mom bloggers who are helping us with our campaigns (they are so fun!). </li></ul><ul><li>We’re learning to be a “networked nonprofit” while creating content in different ways. </li></ul>
  11. 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
  13. 18. It’s a Relationship YOU + DONOR =
  14. 20. Goodbye!
  15. 21. THE PROBLEMS THIS RAISES
  16. 25. THE SOLUTION: SOCIAL CRM
  17. 27. A Few Starting Points <ul><li>Collect social media screen names in your database. </li></ul><ul><li>Use social media as a &quot;contact method&quot; option in the database. </li></ul><ul><li>Listening dashboard for rapid response. </li></ul><ul><li>Share with your team. </li></ul>
  18. 28. So what is ?
  19. 30. Provides a full set of Social Media features to meet the diverse needs for most online communities
  20. 31. To Learn More…. 3 More Blackbaud Social Hour Webinars <ul><li>Engaging Donors Through Social Media September 24, 2010 </li></ul><ul><ul><li>Frank Barry, Blackbaud </li></ul></ul><ul><li>Private-Label House Social Networks: 10 Really Good Reasons to Build Community on Your Organization's Website October 1, 2010 </li></ul><ul><ul><li>Jeff Patrick, Common Knowledge </li></ul></ul><ul><li>Achieving Success with Blackbaud Social: A Reeve Foundation Case Study October 8, 2010 </li></ul><ul><ul><li>Rob Gerth, Christopher and Dana Reeve Foundation </li></ul></ul>
  21. 32. Other Ways to Learn… <ul><li>Read more about our solution at www.blackbaud.com/social </li></ul><ul><li>Or Contact your Blackbaud Account Executive </li></ul><ul><li>Or email Blackbaud at solutions@blackbaud.com </li></ul>

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