we love social data...but what do we do with it? (13ntc)

We <3 Social Data… but what do we do with it?#13ntcsdata

Casey Golden, Small Act, @smallactguyMark Davis, Blackbaud, @mcdavis7Danielle Brigida, NWF, @starfocusKen Bess, CARE, @KBCARE

What we’ll cover today• What is Social Data• Why is Social Data important• How Social Data is connected• NWF’s story and uses of Social Data• CARE’s story and uses of Social Data• Other industry use cases• Q&A

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Did you know…

• In the year 2000 there were 248 Million people online

…compared to 1.01 Billion active users of Facebook alone in 2012 (PS. India only has 1.1 Billion people)

• There is more content created every single day than there was created from the beginning of time till the year 2000

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What is Social Data?• Information exchanged and communicated with friends,

family and acquaintances on social networks

• Information about what is most important and/or relevant for a given person at this moment

• 90% of what you can know about a person is unstructured data. (IBM)

• This learning drives campaign success

• Story of giving a dollar to a beggar

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Why is Social Data is important?• Social Data Intelligence is “the management and analysis of

donor data from social sources, used to activate and recalibrate marketing and business programs.” (Forrester Research)

• Understand donors for high touch & also mass communications• Know what’s important right now• Know which constituents are right for which campaigns• Bottom line……the right offer……to the right people……for the right reasons……at the right time.

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High level view

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Connecting emails to social profiles

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Real-time

Dossier- Get into the

mindset of the donor

- Who are they

- What’s important to them right now

- How to best engage them

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Four influencer ratings

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4 = key influencer

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3 = engager

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2 = multichannel consumer

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1 = standard consumer

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How messages travel

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Danielle BrigidaSr. Manager, Social Strategy & Integration

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• Social Media has become a connector to give insight to other areas of the organization

• Evolution at NWF• Four years ago…social what? • Three years ago…”social experiment”• Two years ago…social isn’t going away, but doesn’t

impact me• One year ago…of course social is valuable…. but…

where do we get started?

The NWF Social Data Story

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• In order to implement…we needed to do some back testing…and here’s what we found:

• People on social gave higher average gifts• People on social have better response rate to mail

• Those on Facebook or Twitter were at the top

• Response rates especially high for• Donors above $1,000• New Donor Acquisition

Some key findings

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Are our major gift prospects social?

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• Make Social smarter• Know who you’re talking to• Informed engagement• Example 1: Donors who are passionate and influential (proactive)• Example 2: Crisis management – Scotts (reactive)

• Social Reporting that is relevant• Different feedback for different parts of the organization• “All Retweets are nice…but all that I care about is current and lapsed members. What

are they retweeting?”

• Make Traditional campaigns smarter• More informed content choices (integrated multi-channel outreach)• More targeted campaigns

• Sustainers• Local Event Champions

• Monitoring long term benefits & changes to donors• How does their engagement with you on social change their commitment to the

organization

Ways to use integrated social & CRM data

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• Social Engagement (CRM history in social context)• Employer Matching (those who work at a company who would

match gift)• 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 objective for 2013)• Local Events/Advocacy – Hike and Seek• Gala Events – Inauguration Green Ball

Areas to use Social Data

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Attempting Social Integration

• 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

Events: National Strategy

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• 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

• have participated recently in Hike and Seek (794 participants)• 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

Events – Local Chapters for Hike & Seek

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Events - Hike and Seek Engagement

• Example of key influencer list in local chapter (NY/NJ)

Events – Local Chapters for Hike & Seek

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Inauguration Green Ball • Social Engagement before• Social Engagement during• Analysis after• Monitoring going forward

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Green Ball - During

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People tweeted the #greenball2013 and #greenwish hashtags

Green Ball – Analysis After

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Green Ball – Analysis After

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Green Ball – Going Forward• Monitor behavior going forward and see if these events

change their relationship over time

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Ken BessManager of web Development

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What I will cover today• Intros• How CARE started with Small Act • A look at the Social Data and Segmentations

• Introducing the potential of the data to CARE:

- Major Gifts - Relationship Managers• Using Social Data for focused messaging – Email • Using Social Data for improved advertising – Social• Where should it Live? Tools and Techniques• Final Thoughts – Questions

Ken Bess – About Me• CARE USA - Manager of Web Development• Both a Manager and a Developer

- CARE.ORG

- Convio Luminate Online Admin

- Analytics / CRM / BI

- Open Source – PHP / Drupal / Ruby

First work with NP’s was in 1992 – Georgia Kids Count

1995 to present building data driven web apps, sites, services and data bases, data feeds, data something.

Ken Bess - Intro – About CARE

Web Team is comprised of 4 people.

- Content Manager

- Designer / Developer

- Social Media Manager

- Myself

Separate Online and Offline Systems…

Convio Luminate Online sends batch transactions data nightly to Donor Direct

Data Warehouse in development to bridge the two.

Small Act – The Start

Began as a Web Team ‘Skunk Works’ Project.

We first wanted to determine how much of our active donor base was active on social to simply justify increased web marketing spend in social.

We want to align our messaging and advertising with donors to increase giving / move to monthly sustainer program – how do we segment and model them to determine who to send the most effective message?

How can we best increase donor engagement?

Small Act – The Mix

Take Convio Online data …

– Active Emails = 507,106 addresses.

Mix in Offline data …

– Accounts ‘Householded’ with multiple email address

- Giving amounts and frequency

Bring in the Lapsed Donors …

Add the Advocacy ‘Action Takers’ data

Small Act – The Result

Emails: 507,106 [100.0%]

One of Big 3: 284,042 [56.0%]

Small Act – The Data

Small Act – The Data

Fundraising comparison across Social networks

Facebook Twitter LinkedIn

$1,000.49 $1,221.83

$2,292.15

Average Lifetime Money

Facebook Twitter LinkedIn

Average Lifetime Av-erage Gift

90.7519 94.6315 123.6911

$10.00

$50.00

$90.00

$130.00

Average Single Gift

*SOURCE: SocialData Analysis for CARE

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Social Practitioners across Giving Channels

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Small Act – The Segments

Major Giving – Relationship Managers (RM’s)

Changing the Mindsets with Data.Much easier to convince RM with a Title from LinkedIin and Segmentation Matches.

Just because someone is not a donor ‘yet’ does not mean they are not Extremely Valuable to your Org.

KI / En - Let them Amplify your own message.

Use Social Score rank to qualify.

Email – Convio Groups

Email – A / B Test

Action comparison By Social Type

*SOURCE: SocialData Analysis for CARE

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Social – FaceBook Advertising

Where Should the Data Live?After you have the Social Data Matches the CONNECTIONS are more important than the just having an email address of the donors.

People may change there email addresses – there profiles in Social Media rarely change – they just expand.

Best to store this with the Donors record in CRM. Custom field for the URL.

Don’t make it difficult to get at or use… Keep expanding the database.

Data Tools

Open Source Relational Database Engine:MySQLSQLite3

Mac: SequelProWindows: SQLYog - NaviCatMySQL Admin Tools

Microsoft:AccessSQL Server Express

Mac:FileMaker

Questions - Connections

•@KBCARE – Twitter•kbess@care.org

How are other NPOs using Social Intelligence to drive fundraising

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• Goal: Prospect Segmentation for Telemarketing• Special campaign and promotion for parents

• How: Use Social Data to find parents• Based on self-bios and content they discuss, they can determine

those they know as active parents• Use social types (moderate to high social) to determine those best

suited for sustainer, monthly gifts.

• Implementation: Promote Kids Programing• Discuss Curious George, Wild Kratts, Martha Speaks, Dinosaur

Train, etc. to be relevant and on point with these donors

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• Goal: Improve email open and click thru rates

• How: Use Social Data optimize subject & body• Iteratively modify subject line based upon which social networks

they are on and social types• Modify body content & calls to action to match social networks they

participate in

• Implementation: Promote Kids Programing• Use Marketo to measure results, and iteratively optimize

performance

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What does the future hold

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Where to get started?• Start experimenting, no matter the size

• Get a free account to try• http://SocialVision.io

• Focus on one key area of improvement

• Buy-in comes with “what’s in it for me”

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Questions!

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Online using #13ntcsdata at www.nten.org/ntc/eval