Keith Heller's #SocialCRM Session from #bbcon

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Social Media & CRMBridging the Gap

PRESENTED BY KEITH HELLER

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SOCIAL MEDIA AND SOCIAL ENGAGEMENT:IT’S A CONVERSATION

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Can we talk to everyone like they are friends?

WHAT IF YOU COULD JUST TALK?WITH EVERYONE. ONE AT A TIME.

“Dear Terry,

I’d like your support for our Save Central Park program since you live or work in a nearby postal code.”

“Hi Terry,

Your dog is amazing with catching Frisbees. Could you help us Save Central Park so he always has the room to run?”

It’s different because we know more about them.

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My audience isn’t on social media. Really? Are you sure?

LOOK WHO’S TALKING ALREADY

• Angie’s List: 2 million users • Aviary: 50 million users • Badoo: 172 million users • box.net: 20 million users • Change.org: 40 million users • Classmates.com: 55 million users • Ebay: 100 million active users • Edmodo: 18 million users • Etsy: 25 million members• Evernote: 65 million users • Facebook: 1.15 billion users • Flickr: 87 million users, 8 billion photos • Flipboard: 56 million users • Flixster: 24 million users • Fotolog: 22 million users • foursquare: 33 million users• Friends Reunited: 24 million users • Glassdoor: 18 million users

• Goodreads: 20 million users • Google+: 343 million active users • Gree: 190 million users • Groupon: 41.7 million users • HealthTap: 1 million users • Hootsuite: 7 million users • Instagram: 130 million users • iTunes: 500 million users • Kakao Talk: 100 million users • Keek: 45 million users • Kik Messenger: 80 million users • Last.fm: 40 million users • LinkedIn: 238 million users • Living Social: 70 million users • MyHeritage: 75 million users • MyLife: 60 million users • MySpace: 32.6 million users

This is just a few…

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It’s a room packed with strangers.

• Listen first to find out what people are talking about, where you fit in.

• Do you listen to everything? - Listen for the topics and conversations that are interesting and important to

you.

• Do you contribute to every conversation?- You may know something about every conversation, but there are always a

few topics you feel you can really add value.

START LISTENING.THEN JOIN THE CONVERSATION.

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WHAT IS CRM?

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NO CRM STRATEGY

• Siloed Systems• Same constituents

in different systems• Miscommunication,

missed opportunity, poor relationships

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CONSTITUENT ENGAGEMENT STRATEGY

• Step back from data and systems

• Put your Constituents at the center

• How do we want to relate to our constituents?

• How do we want them to relate to us?

• How can we do more together?

Inspires, guides and sets requirements for a client’s CRM needs

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ADOPTING A CRM ENVIRONMENT

Guided by the strategy…

Systems aligned, one recordper constituent

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BRINGING IT ALL TOGETHER

Internal practices, communication and integrations tie it together

BI provides actionable info

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WHY DO YOU CARE IF THESE WORK TOGETHER?

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• They were bulleted PowerPoints like this one, packed into a browser window

• The first email marketing tried to (and often still tries) to mimic a traditional mail campaign

• Early movies were shot to look just like you were watching a play from the audience

• Early television was formatted after what was successful in radio

• New technologies are often used just like the previous technology because that’s the way we understand it

REMEMBER THE FIRST WEBSITES?

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• Who cares what you had for lunch? • Stop telling me you are “off to work.”

We all are, or should be.

• RT this to sign up to do something very important right now!• LIKE US!!! for a special offer just for our friends!

• Social media isn’t about sending one tweet or post and getting a response (like email is often used, sadly).

• It’s about creating a relationship. Getting to know each other, and finding out what you have in common.

• When you know a lot about a person, you can focus on what needs and qualities you share.

REMEMBER THE FIRST TWEETS?AND THE FIRST SOCIAL CAMPAIGNS?

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What we know• Terry Johnson filled out our Interest Form

at the Annual Event• Terry is between 35 and 45• Terry has a child under 18 in the household• Terry has an email address

What we don’t know• Is Terry a man or a woman?• Is the child Terry’s? Step-child? How old? • How often does Terry check email?• What else does Terry do? Interests? Hobbies?• Does Terry share our message with friends?• Does Terry volunteer with other organizations?

YOUR CRM ALREADY HAS DATA

35 - 45

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What we know• Terry is a man• Plays in a soccer league• Coaches son’s soccer team• Has two other children, one going

to community college next year• Vacations in Florida with parents• Loves Cuban food• Posts on social media A LOT• Volunteers with three other organizations• Partner is on the board of another large nonprofit• Is allergic to cats• Prefers to wake up to music instead of buzzing sound• Had a dog, but it passed away two months ago• Not ready for another dog

SOCIAL MEDIA HAS DATA

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• Still stops and looks for dogs at the pound anyway

• Works frequently on PTA events• Will never go skydiving• Plays guitar in a band• It’s not a good band• Never goes to concerts• Loves going to the movies• His friends volunteer for neighborhood cleanups• Is a vocal opponent to the new shopping complex• Avoids buying clothes from the Gap• Is OK buying clothes from Old Navy• Is a Republican• Votes Green party anyway• And on and on and on and on and on and on and on and on and on…

LOTS AND LOTS OF DATA

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BRIDGING THE GAP BETWEEN SOCIAL AND CRM

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SOCIAL TOOLS

Radian6 pulls data from 150 MILLION sources.

• Mainstream Media• Blogs• Images, Videos• Twitter, Facebook, MySpace• Comments• Forums

“A listening and engagement tool to dwarf them all.”- Frodo (maybe)

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SETUP

• 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

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SETUP

• Pick what topics to include

• Filter more by adding additional qualifiers to your criteria

• Exclude posts that don’t apply to your organization

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DATA & ANALYSIS

Topic Word Clouds

DemographicsView Long Term Trends

Simple and Complex Sentiment

View the data in ways that reveals the information you need.

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Aggregated Data

MORE DATA & ANALYSIS

View the flood of information in the way you need to see it.

Individual Interactions

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MORE DATA & ANALYSIS

Organize it in Dashboards so that you can understand it.

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ENGAGEMENT

Robust engagement tools let you assign and interact easily.

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ROUNDTRIP TO CRM

Salesforce integration means its ready to connect back into your existing instance and add value to your data.

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by

Small Act creates tools that: • Connect your constituent

data to their publicly available information

• Organizes and categorizes them

• Connects that back into your CRM

MORE SOCIAL TOOLS

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You know who your people are, but what are they like?

How do they communicate? Who do they talk to?

Do they only talk with you, or are they an advocate?

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SocialVision lets you understand your donor better than ever.

• What’s important to them right now?

• How to best engage them?

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Track how often your constituents are interacting with you

Know what individuals have said over time.

Once you know who they are, you find out more.

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Append the SocialVision data into your existing CRM and target your messaging with details and insights that define who your constituents are, what they do, and how they live.

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HOW DO YOU GET STARTED?

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• Get your current system in order, organized, and set up to be ready for more information

• If it’s convoluted and frustrating now, it’s only going to get worse, even if you never look at social media

STREAMLINE FIRST

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• This is the core need of your organization• Make sure you can keep the money coming in

GET FUNDRAISING IN ORDER

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• What are you doing online?• Email• Peer-to-peer

• These are established, proven, and necessary for a modern organization

• You don’t have to do it all now• Make a plan and a roadmap to get there

GET YOUR ONLINE SHAPED UP

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• Get moving into the social space• Figure out where your audience already is• Decide where it is best for you to join them• Listen to what they are already saying• Let them know that you are there with them, don’t take over

• Join in the conversations• Become a participant that ads value

STEP INTO SOCIAL

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• Lots of this can happen at the same time• Set up your CRM• Build a web and online presence• Set up social accounts• Start listening to you constituents• Educate your staff and prepare them for change

MOVE IN PARALLEL

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GET A TASTE

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• Short reports on different events for nonprofits

• One available for BBCON after the conference

• Visit TheConnectedCause.com

SOCIAL MEDIA SNAPSHOTS

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TELL YOUR FRIENDS

@TeamHeller @KeithHeller#socialCRM #bbcon Slideshare.net/HellerConsulting

@TheConnectCause TheConnectedCause

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• http://www.nten.org/research/the-2013-nonprofit-engagement-data-management-study-a-graphic-report

• http://www.nten.org/research/the-2012-nonprofit-social-networking-benchmarks-report• https://www.blackbaud.com/social-influencer• http://www.bethkanter.org/the-networked-nonprofit/• http://bethkanter.wikispaces.com/Salesforce+Foundation• http://www.salesforcemarketingcloud.com/resources/ebooks/how-to-use-social-media-for-soci

al-good/• http://www.salesforcefoundation.org/build-meaningful-engagement• http://www.forbes.com/sites/rogerdooley/2013/06/20/non-profits-social-media/• http://www.nonprofitquarterly.org/policysocial-context/22705-infographic-how-to-master-social-

media-outlets.html• http://www.nonprofitquarterly.org/management/21945-nonprofit-social-media-measurement-to

ols-and-tips-for-tracking.html

• http://expandedramblings.com/index.php/social-media-user-stat-infographic/• http://smallact.com/

RESOURCES AND REFERENCES