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Creating Impact with Social Data
     - Identifying & Harnessing Advocates, Team
     Leaders & Hidden VIP’s -
     MARK DAVIS, BLACKBAUD (@MCDAVIS7)

     CASEY GOLDEN, SMALL ACT (@SMALLACTGUY)

     DANIELLE BRIGIDA, NATIONAL WILDLIFE FEDERATION, (@STARFOCUS)


9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   1
#BBCON TWEET YOUR TRACK:
                                 #bbinteractive  #bbanalytics




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WHITE PAPER




www.blackbaud.com/social-influencer



9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   3   3
WHY ARE INFLUENCERS IMPORTANT?




                                                                  with



                                                           benefiting…


                                                              &



9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   4
REVIEW OF THE SOCIAL NETWORKING
            BENCHMARK REPORT




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   5
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   6   2012 Nonprofit Social Networking Benchmark
                                                                      Report [INFOGRAPHIC], Blackbaud
2012 Nonprofit Social Networking Benchmark
                                                                      Report [INFOGRAPHIC], Blackbaud




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   7
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   8
                                                                      2012 Nonprofit Social Networking Benchmark Report
                                                                      [INFOGRAPHIC], Blackbaud
2012 Nonprofit Social Networking Benchmark
                                                                      Report [INFOGRAPHIC], Blackbaud 2012




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   9
Sources:
* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud
** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge
*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud




  9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   10
The Power of Social Fundraising and Friends Asking Friends
                                                                       [INFOGRAPHIC], Blackbaud 2011




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   11
• 90 percent trust
                                                                           recommendations by friends
                                                                           more than traditional
                                                                           advertising*

                                                                         • 63 percent of users choose
                                                                           consumer ratings as their
                                                                           preferred source of
                                                                           information about products
                                                                           and services**

                                                    Sources
                                                    * Nielsen Global Online Consumer Survey, 2009
                                                    ** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   12
UNDERSTANDING YOUR INFLUENCERS AND THEIR
            VALUE




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   13
Connecting
            emails to
            social profiles




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   14
FOUR INFLUENCER RATINGS




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4 = KEY INFLUENCER




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3 = ENGAGER




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2 = MULTICHANNEL CONSUMER




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   18
1 = STANDARD CONSUMER




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   19
HOW MESSAGES TRAVEL




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ARE OUR MAJOR GIFT PROSPECTS SOCIAL?




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   21
INSIGHTFUL BENCHMARKS & INDICATORS




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   22
FUNDRAISING COMPARISON ACROSS SOCIAL NETWORKS


            Average Lifetime Money                                      Average Lifetime Average Gift
                                             $2,292.1
                                                 5                        $140.00
                                                                          $120.00
                                                                          $100.00
                          $1,221.8                                          $80.00
       $1,000.4               3
           9                                                                $60.00
                                                                            $40.00
                                                                            $20.00
                                                                               $-
                                                                                       Facebook   Twitter   LinkedIn
                                                                    Average Lifetime
     Facebook             Twitter           LinkedIn                                    $90.75    $94.63    $123.69
                                                                      Average Gift




  *SOURCE: SocialData Analysis for CARE

9/30-10/2    © 2012. Blackbaud Confidential. All rights reserved   23
ACTION COMPARISON ACROSS SOCIAL NETWORKS




  *SOURCE: SocialData Analysis for CARE

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   24
ACTION COMPARISON BY SOCIAL TYPE




  *SOURCE: SocialData Analysis for CARE

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   25
HOW ARE NPOS USING SOCIAL DATA




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   26
SO, WHAT DO THE LEADERS SAY?



             “With social data there is much more power to target
              effectively....to then measure the results...and to then
              make improvements, measure again and so on. It
              allows you to continue advancing the results and
              efficacy of what you do in ways that before were
              either not possible or were very difficult and
              expensive to do.”
                                                          Guy Fischer
                                   National Chief Development Officer
                                             American Cancer Society

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   27
EVENTS: IMPROVE TARGETING & ACQUISITION




 The Situation: For new DetermiNation event series, how to target the right
 audience

 The Goal: Increase success of targeted Direct Mail campaign

 The Strategy: Find those individuals who are interested in this type of event and
 will be able to raise sufficient funds

 The Tactics: Optimize Direct Mail by:
              (a) Targeting Engagers and Key Influencers, who
              (b) Have existing athletic behavior and participation (marathoners,
                  triathletes, cyclists, exercise buffs, etc.)
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   28
SO, WHAT DO THE LEADERS SAY?




             “ We are interested in utilizing social data to better engage our
               constituents across multiple facets of our organization; major
               gifts, advocacy, special events and direct response. We
               believe this added intelligence would allow us to better
               steward our donors and our participants in a more thoughtful
               way lending to increased retention and acquisition.”

             Kate Giblin Rooper
             Vice President, Campaign Development
             American Diabetes Association

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   29
EVENTS: IMPROVING RETENTION




    The Situation: Huge loss of participants every year. If the team captain
    leaves, the whole team vanishes.

    The Goal: Increase retention of participants by 5%+

    The Strategy: Identify those individuals who are (a) on a team and (b) have
    strong social influence as back ups for the team captain position next year and
    cultivate them.

    The Tactics: Use Social Influencer rating to identify key participants. Provide
    special cultivation opportunities pre, during and post event.

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   30
NATIONAL WILDLIFE FEDERATION




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   31
SENIOR MANAGEMENT COMMITMENT




             “When we learn where the highest return opportunities and low
               hanging fruit exists, I expect the positive impact will have
               ripple effects throughout the organization.”

             Jaime Matyas
             Executive VP and COO
             National Wildlife Federation

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   32
THE NWF SOCIAL DATA STORY
            • Social Media has become a connector to give insight to other areas of
              the organization

            • Initially (1 year ago) it was a big excitement, but… where do we get
              started?

            • Decided to focus our rollout on 4 areas
              - Employer Matching (those who work at a company who would match gift)
                • Partner with Employer Matching Company for fulfillment
              - Overall Gift Level Increase (who has higher capacity to give)
                • Modify Ask Level (an increase of 25-50% for relevant donors)
              - Sustainer Gifts (biggest growth area for 2013 – Dave Jorgensen)
              - Events/Advocacy – Hike and Seek




9/30-10/2    © 2012. Blackbaud Confidential. All rights reserved   33
SUSTAINER GROWTH: IMPROVE MONTHLY GIVING




 The Situation: Not knowing who to target with specific sustainer asks and programs

 The Goal: Increase Sustainer program to boost annual and lifetime giving value of
 donors

 The Strategy: Identify and target those individuals who (a) have given more than
 once, and (b) are a Multichannel Consumer of above

 The Tactics: To this specific target segment,
              (a) increase presence of monthly giving opportunities in all campaigns
              (b) send exclusive monthly giving campaigns
              (c) promote monthly giving opportunities online (at time of donation)

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   34
EVENTS: NATIONAL STRATEGY
            • National
              - Goal: Raise overall awareness and support of kids outdoor activities
              - Method: Identify & engage national Key Influencers who can best help
                spread the word about the events and benefits




9/30-10/2    © 2012. Blackbaud Confidential. All rights reserved   35
EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK
            • Three Main Goals
              - New participants acquisition & advocacy
              - Re-engage lapsed participants
              - Increase retention of last year‟s participants


            • Developed Key Target “VIP” Lists for the different locations.
              - Out of the 2.3M email records, we hyper focused on those who
                • (a) have participated recently in Hike and Seek (794 participants)
                • (b) are in top 5% of users (40 key participants)
              - Here‟s how the lists shook out
                • Atlanta Area - 3
                • Seattle Area – 6
                • Chicago Area – 5
                • Greater DC Area – 15
                • New York/New Jersey Area –11



9/30-10/2    © 2012. Blackbaud Confidential. All rights reserved   36
EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK
            • Example of key influencer list in local chapter (NY/NJ)




9/30-10/2    © 2012. Blackbaud Confidential. All rights reserved   37
EVENTS – SOCIAL DATA BENEFITS
            • Events are going on now and over next few months

            • As we all know campaigns take time 

            • However, already I know our constituents much better and have a
              more insightful thought process of how to engage them and make
              them a part of our mission.

            • Additionally, for Social Media Manager roll the social data integration
              with Thrive is key to help understand who I need to definitely
              communicate with, how to best correspond, and if I should escalate
              the conversation elsewhere at NWF. Cuts back on research and time
              needed, which is a big benefit.




9/30-10/2    © 2012. Blackbaud Confidential. All rights reserved   38
WHERE DO GO FROM HERE




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   39
HOW CAN SOCIAL SCORE HELP?
                                • Events
                                    - How can I better identify who will be successful p2p fundraisers?
                                    - How can I achieve better year over year donor retention?


                                • Direct Marketing/Email
                                    - How do I increase the „ask‟ amount for the right segment of our
                                      file?
                                    - How can I increase the success rate of my mail drop?
                                •




                                • Sustainer Program
                                    - How do I identify the best prospects for this program?


                                • Advocacy
                                    - How do I maximize our efforts and get viral spread of our
                                      message?



9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   40
SOCIAL SCORE OFFERING OVERVIEW


      Social Media Impact                                                Social Influencer Impact

• Access publically                                                     - Key influencers can and
  available data from:                                                    are promoting client
                                                                          messaging
 - Facebook 900M users
                                                                        - New social data enable
 - LinkedIn 150M users
                                                                          added dimension to
 - Twitter 100M+ users
                                                                          existing fundraising
                                                                          strategies
 - Other networks



         Social data enables organizations to identify, profile and target
                     high-value relationships in social media
 9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   41
SOCIAL SCORE DATA SET




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   42
HIGH LEVEL VIEW




9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   43
Real-time
            Dossier
            -        Get into the
                     mindset of the
                     donor
            -        What‟s important
                     to them right
                     now




9/30-10/2       © 2012. Blackbaud Confidential. All rights reserved   44
WANT MORE?
   Interested? Speak with your friends at Target Analytics!


   More Webinars: www.blackbaud.com/nten
   Download the whitepaper: www.blackbaud.com/social-influencer
   Download presentation: www.slideshare.net/mcdavis7
   Download benchmark report: www.nonprofitsocialnetworksurvey.com
   Follow us: www.netwitsthinktank.com

9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   45

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Creating Impact with Social Data: Identifying and Harnessing Advocates, Team Leaders & Hidden VIP's

  • 1. Creating Impact with Social Data - Identifying & Harnessing Advocates, Team Leaders & Hidden VIP’s - MARK DAVIS, BLACKBAUD (@MCDAVIS7) CASEY GOLDEN, SMALL ACT (@SMALLACTGUY) DANIELLE BRIGIDA, NATIONAL WILDLIFE FEDERATION, (@STARFOCUS) 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 1
  • 2. #BBCON TWEET YOUR TRACK: #bbinteractive #bbanalytics 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 2
  • 3. WHITE PAPER www.blackbaud.com/social-influencer 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 3 3
  • 4. WHY ARE INFLUENCERS IMPORTANT? with benefiting… & 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 4
  • 5. REVIEW OF THE SOCIAL NETWORKING BENCHMARK REPORT 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 5
  • 6. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 6 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
  • 7. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 7
  • 8. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 8 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
  • 9. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 2012 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 9
  • 10. Sources: * 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud ** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge *** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 10
  • 11. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 2011 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 11
  • 12. • 90 percent trust recommendations by friends more than traditional advertising* • 63 percent of users choose consumer ratings as their preferred source of information about products and services** Sources * Nielsen Global Online Consumer Survey, 2009 ** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 12
  • 13. UNDERSTANDING YOUR INFLUENCERS AND THEIR VALUE 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 13
  • 14. Connecting emails to social profiles 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 14
  • 15. FOUR INFLUENCER RATINGS 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 15
  • 16. 4 = KEY INFLUENCER 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 16
  • 17. 3 = ENGAGER 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 17
  • 18. 2 = MULTICHANNEL CONSUMER 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 18
  • 19. 1 = STANDARD CONSUMER 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 19
  • 20. HOW MESSAGES TRAVEL 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 20
  • 21. ARE OUR MAJOR GIFT PROSPECTS SOCIAL? 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 21
  • 22. INSIGHTFUL BENCHMARKS & INDICATORS 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 22
  • 23. FUNDRAISING COMPARISON ACROSS SOCIAL NETWORKS Average Lifetime Money Average Lifetime Average Gift $2,292.1 5 $140.00 $120.00 $100.00 $1,221.8 $80.00 $1,000.4 3 9 $60.00 $40.00 $20.00 $- Facebook Twitter LinkedIn Average Lifetime Facebook Twitter LinkedIn $90.75 $94.63 $123.69 Average Gift *SOURCE: SocialData Analysis for CARE 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 23
  • 24. ACTION COMPARISON ACROSS SOCIAL NETWORKS *SOURCE: SocialData Analysis for CARE 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 24
  • 25. ACTION COMPARISON BY SOCIAL TYPE *SOURCE: SocialData Analysis for CARE 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 25
  • 26. HOW ARE NPOS USING SOCIAL DATA 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 26
  • 27. SO, WHAT DO THE LEADERS SAY? “With social data there is much more power to target effectively....to then measure the results...and to then make improvements, measure again and so on. It allows you to continue advancing the results and efficacy of what you do in ways that before were either not possible or were very difficult and expensive to do.” Guy Fischer National Chief Development Officer American Cancer Society 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 27
  • 28. EVENTS: IMPROVE TARGETING & ACQUISITION The Situation: For new DetermiNation event series, how to target the right audience The Goal: Increase success of targeted Direct Mail campaign The Strategy: Find those individuals who are interested in this type of event and will be able to raise sufficient funds The Tactics: Optimize Direct Mail by: (a) Targeting Engagers and Key Influencers, who (b) Have existing athletic behavior and participation (marathoners, triathletes, cyclists, exercise buffs, etc.) 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 28
  • 29. SO, WHAT DO THE LEADERS SAY? “ We are interested in utilizing social data to better engage our constituents across multiple facets of our organization; major gifts, advocacy, special events and direct response. We believe this added intelligence would allow us to better steward our donors and our participants in a more thoughtful way lending to increased retention and acquisition.” Kate Giblin Rooper Vice President, Campaign Development American Diabetes Association 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 29
  • 30. EVENTS: IMPROVING RETENTION The Situation: Huge loss of participants every year. If the team captain leaves, the whole team vanishes. The Goal: Increase retention of participants by 5%+ The Strategy: Identify those individuals who are (a) on a team and (b) have strong social influence as back ups for the team captain position next year and cultivate them. The Tactics: Use Social Influencer rating to identify key participants. Provide special cultivation opportunities pre, during and post event. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 30
  • 31. NATIONAL WILDLIFE FEDERATION 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 31
  • 32. SENIOR MANAGEMENT COMMITMENT “When we learn where the highest return opportunities and low hanging fruit exists, I expect the positive impact will have ripple effects throughout the organization.” Jaime Matyas Executive VP and COO National Wildlife Federation 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 32
  • 33. THE NWF SOCIAL DATA STORY • Social Media has become a connector to give insight to other areas of the organization • Initially (1 year ago) it was a big excitement, but… where do we get started? • Decided to focus our rollout on 4 areas - Employer Matching (those who work at a company who would match gift) • Partner with Employer Matching Company for fulfillment - Overall Gift Level Increase (who has higher capacity to give) • Modify Ask Level (an increase of 25-50% for relevant donors) - Sustainer Gifts (biggest growth area for 2013 – Dave Jorgensen) - Events/Advocacy – Hike and Seek 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 33
  • 34. SUSTAINER GROWTH: IMPROVE MONTHLY GIVING The Situation: Not knowing who to target with specific sustainer asks and programs The Goal: Increase Sustainer program to boost annual and lifetime giving value of donors The Strategy: Identify and target those individuals who (a) have given more than once, and (b) are a Multichannel Consumer of above The Tactics: To this specific target segment, (a) increase presence of monthly giving opportunities in all campaigns (b) send exclusive monthly giving campaigns (c) promote monthly giving opportunities online (at time of donation) 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 34
  • 35. EVENTS: NATIONAL STRATEGY • National - Goal: Raise overall awareness and support of kids outdoor activities - Method: Identify & engage national Key Influencers who can best help spread the word about the events and benefits 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 35
  • 36. EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK • Three Main Goals - New participants acquisition & advocacy - Re-engage lapsed participants - Increase retention of last year‟s participants • Developed Key Target “VIP” Lists for the different locations. - Out of the 2.3M email records, we hyper focused on those who • (a) have participated recently in Hike and Seek (794 participants) • (b) are in top 5% of users (40 key participants) - Here‟s how the lists shook out • Atlanta Area - 3 • Seattle Area – 6 • Chicago Area – 5 • Greater DC Area – 15 • New York/New Jersey Area –11 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 36
  • 37. EVENTS – LOCAL CHAPTERS FOR HIKE & SEEK • Example of key influencer list in local chapter (NY/NJ) 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 37
  • 38. EVENTS – SOCIAL DATA BENEFITS • Events are going on now and over next few months • As we all know campaigns take time  • However, already I know our constituents much better and have a more insightful thought process of how to engage them and make them a part of our mission. • Additionally, for Social Media Manager roll the social data integration with Thrive is key to help understand who I need to definitely communicate with, how to best correspond, and if I should escalate the conversation elsewhere at NWF. Cuts back on research and time needed, which is a big benefit. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 38
  • 39. WHERE DO GO FROM HERE 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 39
  • 40. HOW CAN SOCIAL SCORE HELP? • Events - How can I better identify who will be successful p2p fundraisers? - How can I achieve better year over year donor retention? • Direct Marketing/Email - How do I increase the „ask‟ amount for the right segment of our file? - How can I increase the success rate of my mail drop? • • Sustainer Program - How do I identify the best prospects for this program? • Advocacy - How do I maximize our efforts and get viral spread of our message? 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 40
  • 41. SOCIAL SCORE OFFERING OVERVIEW Social Media Impact Social Influencer Impact • Access publically - Key influencers can and available data from: are promoting client messaging - Facebook 900M users - New social data enable - LinkedIn 150M users added dimension to - Twitter 100M+ users existing fundraising strategies - Other networks Social data enables organizations to identify, profile and target high-value relationships in social media 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 41
  • 42. SOCIAL SCORE DATA SET 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 42
  • 43. HIGH LEVEL VIEW 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 43
  • 44. Real-time Dossier - Get into the mindset of the donor - What‟s important to them right now 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 44
  • 45. WANT MORE? Interested? Speak with your friends at Target Analytics! More Webinars: www.blackbaud.com/nten Download the whitepaper: www.blackbaud.com/social-influencer Download presentation: www.slideshare.net/mcdavis7 Download benchmark report: www.nonprofitsocialnetworksurvey.com Follow us: www.netwitsthinktank.com 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 45

Notes de l'éditeur

  1. TITLE SLIDE.
  2. Note: Add The Oatmeal and Bus Monitor
  3. DefinitionExist on all three major networksGenerate significant discussions & thoughts and guide decisionsKey AttributesHigh call-to-action ratioLonger influence propagationValueRapid Campaign accelerationCrisis ManagementP2P FundraisingWhat to do with themIdentify and cultivate through social media channelsGive them the voice to spread your message
  4. DefinitionExists on all three major networksGenerates unique posts, shares, & comments  Attributes5% or less of overall usersDrive 80% of all the content and conversations.ValueSignificant influence on the donations and actions of othersCollaborate, share information and contribute significantly to the viral spread of messages and ideas
  5. DefinitionThese users have known active presences on at least two major networks.AttributesUsually ~45-50% of social audienceinformed through social media and may participate on occasion. Social media is an important intakeDo not as often influence others sociallyValueHigh potential to engage in specific campaigns that resonate with themVery significant source of offline donationsCritical for advocacy and other calls to action.
  6. DefinitionThese users consume information from one known network. AttributesSimply consume information (read updates, click links to read content)Do not actively post new content or comments.  Use social media to staying connected to what’s going on with friends/family and current eventsValueStrong target audience for both online and offline calls to action and campaigns.Very influenced by friends, family & peers and will likely take action if asked
  7. Section header