the hills are alive... with social data
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The Hills Are Alive… With Social Data #12NTCDataRocks
Amy Bastian Kristin Johnson
Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!
or Online using #12NTCDataRocks at
www.nten.org/ntc/eval
Who are we?
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@AmyBastian @KSuzJ
What are you here to learn?
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Photo by rikkis_refuge on Flickr
The Hills Are Alive…With Social Data
What is social data? How does it relate to social media and CRM?
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Graphic by cambodia4kidsorg on Flickr
The Hills Are Alive…With Social Data
Social data for social engagement
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Graphic by Marc_Smith on Flickr
The Hills Are Alive…With Social Data
Social data for better segmentation and targeting
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Photo by PLCMC Training Account on Flickr
The Hills Are Alive…With Social Data
Social data and your CRM system
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Photo by MrTopf on Flickr
The Hills Are Alive…With Social Data
Where Does Social Data Fit Into Our Supporter Count & Multi-Channel
Messaging
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and then here and then here
The Hills Are Alive…With Social Data
And now? Well, you can find us in a few more places…
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How Do We Evolve Our Definition of Supporter to Include Social Media?
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Graphic via Childclipart.com
The Hills Are Alive…With Social Data
The Journey Begins in January 2011
Phase 1: Research
• Begin internal discussion of what supporter & member mean to TNC
• Reach out to peer organizations
• How do they internally and externally define “supporter” • How are they tracking social media supporters now and plans for
future?
• Reach out to companies in non-profit social media space • Social media appends (Small Act) • Multi-channel supporter pyramids (Groundwire)
• Discuss strategy for using data
• How will data be used to segment/personalize? • How will we tie back to offline and online CRM
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Phase 2: Surveys
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Goals
• Set self-reported baseline of social media overlap with email list and donors.
• How many people on email list are on social media (and vice versa)?
• Where do they get Conservancy information in digital space?
• Do they donate?
• Try inexpensive and interactive way to attain information (before social media append).
The Hills Are Alive…With Social Data
Survey 1: Share How You Connect With Us Online
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Survey: Email, FB, Causes, Twitter
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What did we learn?
• Some interesting numbers
• Same percentage of Email and FB Post group getting updates via TNC web site.
• Donors: Email: 82.3%, FB Post: 54.2%, FB Causes: 38.3%, Twitter: 35.3%.
• Close to 50% of Email group is not on FB, of 50% on FB, only 20% “Like.”
• Over 65% of FB respondents get Causes email.
• Some nice takeaways
• People want to give us feedback! Survey good engagement tool.
• Best content on homepage and enewsletter.
• Consistency across channels.
• However, we weren’t able to tie back to our online CRM to confirm donation.
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Survey 2: Share What Means the Most
to You
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Let’s revisit this question: What did we learn?
• We won’t be able to get a definitive number of the overlap between social media with the other groups that we currently track in our offline and online CRMs.
• However, we begin to get a sense of the overlap range (30-40%) for which we can use as a baseline.
• We have an opportunity to cultivate and convert our social media followers.
• Internally, TNC can track these numbers overtime and use as educational tool to grow definition of supporter from someone who just makes a donation.
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And that we’re not quite here yet (just an example of what an integrated, multi-channel supporter pyramid could look like).
*Donation: $100K+; *Board member; *Legacy club
member
*Donation: $1,000-$99,999; *Personal fundraising: raised
$1000+ or 25+ donors; *Hosted an event; *Gift planning inquiry
*Donation: $100-$999 (new, reinstated) or $50-$999 (renew); *Non-donating Life Member; *Active sustainer under $1,000; *Bank of America card holder; *Active
workplace giver under $1,000; *Social media ambassador; *Personal Fundraising: raised $100-$999
or 10-24 donors; *3+ high value nature.org actions; *2+ preserve visits; *Fundraising event attendance
*Donation: $10-$99 (new, reinstated) or $0-$49 (renew); *Social media: 1+ action; *Personal fundraising: raised $1-$99; *1 preserve visit; *Non-fundraising event attendance; *1-2 high value nature.org actions; *1+
basic nature.org action; 1+ email click
*Donation: <$10 (new, reinstated); *Social media (Facebook Fan, Twitter Follower, Flickr member, Crowdrise friend, FB Causes Member); *Carbon calculator completion;
*TNC mobile/tablet app user; *RSS subscriber; *Email list subscriber (new or continuing); *Personal fundraising: raised $0
*Donation: (none); *Unique website visitor
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Phase 3: Social Media Append
What do TNC’s supporters look like in the social media space and…
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%Overall File
Online Giver: YES
Online Giver: NO
Gift Giver
Gift Recipient
Current Member: YES
Current Member: NO
Sustainer
Volunteer
Plant a Billion Trees
Carbon Offset
Adopt an Acre
Stock Giver
Middle Donor Managed
Moves Managed
Legacy Member
On: Facebook On: Twitter On. LinkedIn
how and where do you even start looking?
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What to look at next?
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What can we learn about engaging with “next generation” of supporters?
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Giving levels and social media presence
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Phase 4: Next steps
• The to do list
• Update and share best practices for social media admins
• Set-up reports and key group to share findings with
• Start discussions around
• bringing in data to offline database
• and if so, how will we use it
• how often to refresh data
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Phase 4: Next Steps
• Philanthropy
• ProfileBuilder as real time prospect research tool
• Find best way to marry social media activity with existing donor research
• How best to communicate to philanthropy staff who may not be fluent in social media speak and who are use to controlling donor communication
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Phase 4: Next Steps
• Going Global
• What can we learn about international giving in our current file
• How to integrate with databases in other countries
• Adding social media accounts for state and country social media pages
NWF and Constituent Data: Going Social
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NWF’s Current Constituent Data
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• Attributes (age, interests)
• Affiliations (schools, state affiliates, partner organizations)
• Interactions (mail/email, phone calls, in-person meetings)
• What they’ve done with us (donated, taken action, volunteered, subscribed, shopped, attended a rally)
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Who Does This Data Help?
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• Philanthropy Officers
• Grassroots Organizers
• Direct Mail Marketers
• Email Marketers
• Volunteer Coordinators
• Event Coordinators
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Now Layer In Social Data…
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In a match of 200,000 email addresses from NWF’s database, we found people were:
On Facebook 47.9% On Twitter 14.5% On LinkedIn 13.7%
On One of “Big 3” ? 58.4%
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A New Look at Existing Audiences
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By layering existing internal tags over social profile data, we could
see what audiences have the most potential.
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“I’m Judy. I’m retired. I have a grandson who I give a Ranger Rick subscription to every year. I buy my holiday cards from NWF’s catalog. My yard is a Certified Wildlife Habitat, and I volunteer with NWF to teach others in my community how to garden for wildlife.”
“And I TWEET!”
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Oh wow, the person who just re-tweeted us donated $1,000 last year. Let me message them a quick “Thank you for sharing.”
This volunteer has a big Klout score. Maybe when I see her this weekend
I should ask her to guest blog for us.
We want to reach our activists on social media. Should we invest our resources in a Facebook App or Twitter campaign?
What Does Adding Social Data Do?
The Hills Are Alive…With Social Data
Cool Things So Far
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Seeing our internal tags on our live tweet/comment stream:
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Cool Things So Far
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Searching and filtering to find people via their tags and influence score
The Hills Are Alive…With Social Data
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Where Do We Go Next?
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Monthly Donors
Can we use data from LinkedIn to identify and reach out to potential monthly donors?
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Major Gifts
Can social data help our philanthropy officers achieve a higher dollar gift in less time?
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Influentials
How can we use data to find key influencers who are already talking about us, or who might want to talk about us?
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Corporate Matching
How can we help make sure people donating to us know that their company matches gifts?
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Q&A
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Photo by W J (Bill) Harrison on Flickr
Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!
or Online using #12NTCDataRocks at
www.nten.org/ntc/eval