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The Blurring of Web, CRM and Social Media
Implications, opportunities and challenges for non-profits
Robin FiskGlobal Charity Product Manager, ASI
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WebsiteSocial media activity
CRM
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The boundaries between the charity website, the donor database (CRM) and social media are blurring fast.
Convergence is under way.
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Leveraging the social web…
The social web is a set of social relations that link people through the World Wide Web
Social relations – a relationship between two, three or more individuals
So the social web is – making use of SOCIAL MEDIA on YOUR WEBSITE
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Social?
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Non-profit
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Non-profit
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Non-profit
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“How can you squander even one more day not taking advantage of the greatest shifts in our generation? How
dare you settle for less when the world has made it so easy for you to
be remarkable?”Seth Godin, 2010
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Making your website more socialA number of technology tools that will help your website become more social
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#1 – links to your social pages
• Takes users away from your site
• Off the shelf gadgets available
• Beware privacy issues
• Easy to achieve without gadgets
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#2 – liking / sharing this page
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• Facebook Social Plugins• Like, Send
• Likes / shares the URL• And others for other sites• Keeps users in your site• Relatively easy to achieve
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#3 – Like your Facebook page from your site
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• Facebook Like Box• Likes your FB page• Show updates, or pictures
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#4 – comments from your site
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• Facebook Comments plugin
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#5 – embedding content in your FB page
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• No need to leave Facebook• Skinny version of your own
donation / join now page
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#6 – Facebook Open Graph
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You – the organization – create a Facebook appApp gives you access to the information that you want / you feel you can ask forApp defines the actions and objects that you want to track
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Not-for-profit website• App allows member/donor
to associate Facebook id with their record on the website / CRM
Why?• We want access to their
FB profile, enable them to share activities from within our site
• They get to use their FB profile pic – only need to maintain one, and share
• “Login with Facebook”
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• “My Account” page – editing picture: option to use their Facebook profile pic instead of uploading one
• Permission sought by the Facebook app…
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• Prompts the login to Facebook (if not already logged in)
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• Facebook profile pic is now the account picture
• Facebook ID stored as an attribute in the CRM
• Other Facebook data available, according to permission sought / given.
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• Register / Login on your site with Facebook ID• (same is possible for Google, Twitter,
LinkedIn…)• Create specialised actions and objects – e.g.
• “Joined” / “Policy Special Interest Group”• “Supported” / “Emergency Appeal”• “Attended” / “Annual Conference”• “Listened to” / “Chairman’s Podcast”
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#7 – brand monitoring / social analytics
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• Sentiment (analyses the posts for +, -)
• Reach (number of people mentioning you)
• Strength (how much buzz)
• Passion – how many times people post about you
• Based on the usual social media sites, blogs etc
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#8 – influence / authority• Measures social
influence• Based on your
social media activity over time
• API allows you get this information into your database at constituent level
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Mobile• Apps
• Platform-specific• Easy to use• Another application to maintain, develop
• Mobile website• Multi-platform• Need not be a separate website: Responsive web
design – “fluid” so that they scale appropriately, according to the device
• HTML5 allows offline use too
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Getting organized for the social web
Leveraging the Social Web – Robin Fisk, ASI
• Arranging your organization to act and react using social media
• Managing the data
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Your organization, and social engagementMost organizations start social media activities – e.g. outbound posts from Marketing / Comms departmentStays there, orProliferates throughout the organization without control or strategy“Social Media Sanitation”These organizations “will not scale”
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Your organization, and social engagement
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Your organization, and social engagement
DecentralizedOrganic; Authentic; Experimental; Uncoordinated
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Your organization, and social engagement
CentralizedOne department controls all; consistent; not as authentic
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Your organization, and social engagement
Hub and spokeOne hub sets rules; departments undertake own efforts; spreads
widely round the org; takes time
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Your organization, and social engagement
Multiple hub and spokeSimilar to hub & spoke but per business unit – suitable for multiple
brands within larger organizations
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Your organization, and social engagement
HoneycombEach employee is empowered to undertake own activities; within
guidelines
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Action plan for an organization
1. Get into scalable formation2. Empower the departments - create a Centre Of
Excellence (strategy; training; policies etc)3. Establish a community online4. Integrate to your website / CRM5. Nurture your “unpaid army of advocates”6. Streamline your social media accounts
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Getting the data under control
You will never get all of the data under control!You don’t own all of the dataBut you can bring some order to itThe lines between web, CRM and social are being blurred…
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WebsiteSocial media activity
CRM
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A single, socially-enabled, CRM-
enabled, mobile-friendly website
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Advanced Solutions InternationalRobin Fisk
1-800-727-8682 (x5197)[email protected] - www.advsol.com
facebook.com/advsol
@advsol / #imis
@asi_robinfisk