The Hills Are Alive... With Social Data

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

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Who are we?

Slide 2 The Hills Are Alive…With Social Data

@AmyBastian @KSuzJ

What are you here to learn?

Slide 3

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?

Slide 4

Graphic by cambodia4kidsorg on Flickr


Social data for social engagement

Slide 5

Graphic by Marc_Smith on Flickr


Social data for better segmentation and targeting

Slide 6

Photo by PLCMC Training Account on Flickr


Social data and your CRM system

Slide 7

Photo by MrTopf on Flickr


Where Does Social Data Fit Into Our Supporter Count & Multi-Channel

Messaging


and then here and then here


And now? Well, you can find us in a few more places…


How Do We Evolve Our Definition of Supporter to Include Social Media?

Slide 11

Graphic via Childclipart.com


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


Phase 2: Surveys

Slide 13

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).


Survey 1: Share How You Connect With Us Online


Survey: Email, FB, Causes, Twitter


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.

Slide 16 SESSION TITLE

Survey 2: Share What Means the Most

to You


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.


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



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?


What to look at next?


What can we learn about engaging with “next generation” of supporters?


Giving levels and social media presence


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


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


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


NWF’s Current Constituent Data

Slide 28

• 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)


Who Does This Data Help?

Slide 29

• Philanthropy Officers

• Grassroots Organizers

• Direct Mail Marketers

• Email Marketers

• Volunteer Coordinators

• Event Coordinators


Now Layer In Social Data…

Slide 30

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%


A New Look at Existing Audiences

Slide 31

By layering existing internal tags over social profile data, we could

see what audiences have the most potential.


“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!”


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?


Cool Things So Far

Slide 34

Seeing our internal tags on our live tweet/comment stream:


Cool Things So Far

Slide 35

Searching and filtering to find people via their tags and influence score



Where Do We Go Next?


Monthly Donors

Can we use data from LinkedIn to identify and reach out to potential monthly donors?


Major Gifts

Can social data help our philanthropy officers achieve a higher dollar gift in less time?


Influentials

How can we use data to find key influencers who are already talking about us, or who might want to talk about us?

Corporate Matching

How can we help make sure people donating to us know that their company matches gifts?


Q&A


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

The Hills Are Alive... With Social Data

Technology

Transcript of The Hills Are Alive... With Social Data