Heller Consulting's slides from Nten.org's Nonprofit Technology Conference in Washington DC on March 14th, 2014. #14NTC

1. #SocialCRM
Bridging the Gap Between
Social Media and CRM
#SocialCRM
Jenn Smith, Heller Consulting
Danielle Brigida, National Wildlife Federation
Bryan Giese, Heller Consulting

2. #SocialCRM
Who is talking today?
Jenn Smith
VP Digital Agency
Heller Consulting
Danielle Brigida
Senior Manager of Social Strategy and Integration
National Wildlife Federation
Bryan Giese
Director of Marketing
Heller Consulting

3. #SocialCRM
Why are we qualified?
• About Heller
– Heller Consulting’s mission is to enable nonprofits to cultivate
rewarding relationships with their constituents. We build, plan and
execute effective CRM and strategic solutions that establish and enrich
active communities of supporters. TeamHeller.com
• About NWF
– National Wildlife Federation is a voice for wildlife, dedicated to
protecting wildlife and habitat and inspiring the future generation of
conservationists. NWF.org

4. #SocialCRM
Social Media is the Quick Fix
Social media has become
the latest “fix” for creating
better relationships with our
donors and constituents.
• You HAVE to have a
presence on Facebook
and Twitter
• Your board wants LinkedIn
and Instagram.
• Snapchat? That’s the next
generation of donors!
Right?

5. #SocialCRM
Leap before you look!
Far too often, organizations
jump into social media too
fast for fear of being left
behind.
• They leap forward without a
solid strategy or defined goal.
• They don’t research the most
effective social channels.
• They skip over creating a
strategy to define how to
interact with new audiences
once they have them.

6. #SocialCRM
So what did Social Media do?
As a result,
organizations end
up knowing very
little about how
social media is
actually helping
their cause.

7. #SocialCRM
Tons and Tons of DATA
Quick adoption of
social channels
creates lots of data
Silo’d data
Useless data,
never to be
effectively analyzed
Never offering insight
to challenges you face

8. #SocialCRM
This is not a new experience
Social media is just another
channel, another way to
communicate with the people
important to our organizations.
What has always worked?
Finding the right mix of:
• Technology
• Tools and Techniques
• AND Strategic Vision
and Planning
Finding the right mix will create
better relationships with donors
and constituents.

9. #SocialCRM
#jennsmith’s 5 rules re: Social Media
1. You don’t have to be
everywhere. Really, you don’t.
2. Know where you can find your
audience.
3. Two-way engagement – it’s not
just a stupid marketing term!
4. Know what you are trying to
answer or solve through your
social media strategy.
5. Think beyond growth.

10. #SocialCRM
So what social data is worth tracking?
Ask this:
Is it actionable?
Will it create change?
Will it help you serve your constituents better?

11. #SocialCRM
Data points to pay attention to
ü Source
ü Reach/Conversations (Social listening)
ü Sentiment
ü Multi-Channel Engagement
ü Revenue/Conversions!

12. #SocialCRM
What do you bring back into your CRM?
• What’s that 360
degree view look like?
• Decisions driven by
overall strategic goals.
• Ask: What data will
support your goals if
it’s added to a donor
profile?

13. #SocialCRM
About National Wildlife Federation
• Founded in 1936, large
nonprofit
• Mission: To inspire
Americans to protect
wildlife for our
children’s future.
• 4 Million members and
supporters

14. #SocialCRM
Where we started
• Started using
social actively
in 2006
• Wanted our social
interactions to
provide value for
other parts of the
organization
• Wanted to
respectfully
communicate
with supporters

15. #SocialCRM
What we did
• Connected with Small
Act in 2010
• Append took place in
2012
• As a team we wanted
to see the likelihood of
our teams using the
information

16. #SocialCRM
Challenges
• Dealing with
organization culture
and acceptance of
social data
• Disconnect between
social data and
philanthropy and how
to solve.
• Technology needs were
changing and we have
to re-evaluate

17. #SocialCRM
Some data that came back from our CRM
• 58% of our email
users were on one of
the big three networks
• Monthly donors and
Event attendees were
active on Facebook
and Twitter
• LinkedIn was a leader
in our Major gifts
category

18. #SocialCRM
Social Listening Options
• Small Act
• Radian6
• Topsy
• Mention.net
• RSS Feeds

19. #SocialCRM
Let’s talk about (social) Listening
• What is it?
• Why do you do it?
• What can it tell you?

20. #SocialCRM
Behind the Scenes: Radian6 Topic Profile Basics
• Control who has access to this
topic profile
• Specify how detailed your
information needs to be
• Select what languages you want to
include or exclude
• What types of media should be
included in the feed?
• What regions of the world are
important to you?
• Specify what sites and sources you
want to include or exclude in your
feed

21. #SocialCRM
• Pick what topics to include
• Filter more by adding additional
qualifiers to your criteria
• Exclude posts that don’t apply
to your organization
Behind the Scenes: Radian6 Topic Profile Basics

22. #SocialCRM
What you get – Data & Analysis
Topic Word Clouds
DemographicsView Long Term Trends
Simple and Complex Sentiment
View the data in ways that reveals the information you need.

23. #SocialCRM
More charts, graphs, and interactions
Aggregated Data
View the flood of information in the way you need to see it.
Individual Interactions

24. #SocialCRM
Making Sense of It All
Organize it in Dashboards so that you can understand it.

25. #SocialCRM
What you do next
Robust engagement tools let you assign and interact easily.

26. #SocialCRM
Connecting Back to CRM
Salesforce integration means its ready to connect back into
your existing instance and add value to your data.

27. #SocialCRM
Name 3 things you MUST have in place before you
decide that you will start using social listening at
your organization.
Let’s talk about (social) Listening

28. Slide 28Bridging the Gap Between Social Media and CRM
Free Webinar March 27th
Engaging New and Casual Donors
for Maximum ROI
TheConnectedCause.com
The Connected Cause is a place for experts in the nonprofit online space
to share perspective, offer guidance and promote best practices
for using today’s technology effectively.
@TheConnectCause TheConnectedCause

29. @TeamHeller www.TeamHeller.com
#SocialCRM

30. What did you think?
Evaluate this session! #socialCRM
Or, search by session title at www.nten.org/ntc/eval
When you evaluate a session, you will be entered to win a prize!