Keith Heller's #SocialCRM Session from #bbcon
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Keith Heller of Heller Consulting's session at bbcon - Bridging the Gap Between Social & CRM.
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Keith Heller's #SocialCRM Session from #bbcon
- 1. #socialCRM #bbcon 1 Social Media & CRM Bridging the Gap PRESENTED BY KEITH HELLER #SocialCRM #bbcon
- 2. #socialCRM #bbcon 2 SOCIAL MEDIA AND SOCIAL ENGAGEMENT: IT’S A CONVERSATION
- 3. #socialCRM #bbcon 3 Can we talk to everyone like they are friends? WHAT IF YOU COULD JUST TALK? WITH EVERYONE. ONE AT A TIME. “Dear Terry, I’d like your support for our Save Central Park program since you live or work in a nearby postal code.” “Hi Terry, Your dog is amazing with catching Frisbees. Could you help us Save Central Park so he always has the room to run?” It’s different because we know more about them.
- 4. #socialCRM #bbcon 4 My audience isn’t on social media. Really? Are you sure? LOOK WHO’S TALKING ALREADY • Angie’s List: 2 million users • Aviary: 50 million users • Badoo: 172 million users • box.net: 20 million users • Change.org: 40 million users • Classmates.com: 55 million users • Ebay: 100 million active users • Edmodo: 18 million users • Etsy: 25 million members • Evernote: 65 million users • Facebook: 1.15 billion users • Flickr: 87 million users, 8 billion photos • Flipboard: 56 million users • Flixster: 24 million users • Fotolog: 22 million users • foursquare: 33 million users • Friends Reunited: 24 million users • Glassdoor: 18 million users • Goodreads: 20 million users • Google+: 343 million active users • Gree: 190 million users • Groupon: 41.7 million users • HealthTap: 1 million users • Hootsuite: 7 million users • Instagram: 130 million users • iTunes: 500 million users • Kakao Talk: 100 million users • Keek: 45 million users • Kik Messenger: 80 million users • Last.fm: 40 million users • LinkedIn: 238 million users • Living Social: 70 million users • MyHeritage: 75 million users • MyLife: 60 million users • MySpace: 32.6 million users This is just a few…
- 5. #socialCRM #bbcon 5 It’s a room packed with strangers. • Listen first to find out what people are talking about, where you fit in. • Do you listen to everything? - Listen for the topics and conversations that are interesting and important to you. • Do you contribute to every conversation? - You may know something about every conversation, but there are always a few topics you feel you can really add value. START LISTENING. THEN JOIN THE CONVERSATION.
- 6. #socialCRM #bbcon 6 WHAT IS CRM?
- 7. #socialCRM #bbcon 7 NO CRM STRATEGY • Siloed Systems • Same constituents in different systems • Miscommunication, missed opportunity, poor relationships
- 8. #socialCRM #bbcon 8 CONSTITUENT ENGAGEMENT STRATEGY • Step back from data and systems • Put your Constituents at the center • How do we want to relate to our constituents? • How do we want them to relate to us? • How can we do more together? Inspires, guides and sets requirements for a client’s CRM needs
- 9. #socialCRM #bbcon 9 ADOPTING A CRM ENVIRONMENT Guided by the strategy… Systems aligned, one record per constituent
- 10. #socialCRM #bbcon 10 BRINGING IT ALL TOGETHER Internal practices, communication and integrations tie it together BI provides actionable info
- 11. #socialCRM #bbcon 11 WHY DO YOU CARE IF THESE WORK TOGETHER?
- 12. #socialCRM #bbcon 12 • They were bulleted PowerPoints like this one, packed into a browser window • The first email marketing tried to (and often still tries) to mimic a traditional mail campaign • Early movies were shot to look just like you were watching a play from the audience • Early television was formatted after what was successful in radio • New technologies are often used just like the previous technology because that’s the way we understand it REMEMBER THE FIRST WEBSITES?
- 13. #socialCRM #bbcon 13 • Who cares what you had for lunch? • Stop telling me you are “off to work.” We all are, or should be. • RT this to sign up to do something very important right now! • LIKE US!!! for a special offer just for our friends! • Social media isn’t about sending one tweet or post and getting a response (like email is often used, sadly). • It’s about creating a relationship. Getting to know each other, and finding out what you have in common. • When you know a lot about a person, you can focus on what needs and qualities you share. REMEMBER THE FIRST TWEETS? AND THE FIRST SOCIAL CAMPAIGNS?
- 14. #socialCRM #bbcon 14 What we know • Terry Johnson filled out our Interest Form at the Annual Event • Terry is between 35 and 45 • Terry has a child under 18 in the household • Terry has an email address What we don’t know • Is Terry a man or a woman? • Is the child Terry’s? Step-child? How old? • How often does Terry check email? • What else does Terry do? Interests? Hobbies? • Does Terry share our message with friends? • Does Terry volunteer with other organizations? YOUR CRM ALREADY HAS DATA 35 - 45
- 15. #socialCRM #bbcon 15 What we know • Terry is a man • Plays in a soccer league • Coaches son’s soccer team • Has two other children, one going to community college next year • Vacations in Florida with parents • Loves Cuban food • Posts on social media A LOT • Volunteers with three other organizations • Partner is on the board of another large nonprofit • Is allergic to cats • Prefers to wake up to music instead of buzzing sound • Had a dog, but it passed away two months ago • Not ready for another dog SOCIAL MEDIA HAS DATA
- 16. #socialCRM #bbcon 16 • Still stops and looks for dogs at the pound anyway • Works frequently on PTA events • Will never go skydiving • Plays guitar in a band • It’s not a good band • Never goes to concerts • Loves going to the movies • His friends volunteer for neighborhood cleanups • Is a vocal opponent to the new shopping complex • Avoids buying clothes from the Gap • Is OK buying clothes from Old Navy • Is a Republican • Votes Green party anyway • And on and on and on and on and on and on and on and on and on… LOTS AND LOTS OF DATA
- 17. #socialCRM #bbcon 17 BRIDGING THE GAP BETWEEN SOCIAL AND CRM
- 18. #socialCRM #bbcon 18 SOCIAL TOOLS Radian6 pulls data from 150 MILLION sources. • Mainstream Media • Blogs • Images, Videos • Twitter, Facebook, MySpace • Comments • Forums “A listening and engagement tool to dwarf them all.” - Frodo (maybe)
- 19. #socialCRM #bbcon 19 SETUP • 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
- 20. #socialCRM #bbcon 20 SETUP • Pick what topics to include • Filter more by adding additional qualifiers to your criteria • Exclude posts that don’t apply to your organization
- 21. #socialCRM #bbcon 21 DATA & ANALYSIS Topic Word Clouds DemographicsView Long Term Trends Simple and Complex Sentiment View the data in ways that reveals the information you need.
- 22. #socialCRM #bbcon 22 Aggregated Data MORE DATA & ANALYSIS View the flood of information in the way you need to see it. Individual Interactions
- 23. #socialCRM #bbcon 23 MORE DATA & ANALYSIS Organize it in Dashboards so that you can understand it.
- 24. #socialCRM #bbcon 24 ENGAGEMENT Robust engagement tools let you assign and interact easily.
- 25. #socialCRM #bbcon 25 ROUNDTRIP TO CRM Salesforce integration means its ready to connect back into your existing instance and add value to your data.
- 26. #socialCRM #bbcon 26 by Small Act creates tools that: • Connect your constituent data to their publicly available information • Organizes and categorizes them • Connects that back into your CRM MORE SOCIAL TOOLS
- 28. #socialCRM #bbcon 28 You know who your people are, but what are they like? How do they communicate? Who do they talk to? Do they only talk with you, or are they an advocate?
- 29. #socialCRM #bbcon 29 SocialVision lets you understand your donor better than ever. • What’s important to them right now? • How to best engage them?
- 30. #socialCRM #bbcon 30 Track how often your constituents are interacting with you Know what individuals have said over time. Once you know who they are, you find out more.
- 31. #socialCRM #bbcon 31 Append the SocialVision data into your existing CRM and target your messaging with details and insights that define who your constituents are, what they do, and how they live.
- 32. #socialCRM #bbcon 32 HOW DO YOU GET STARTED?
- 33. #socialCRM #bbcon 33 • Get your current system in order, organized, and set up to be ready for more information • If it’s convoluted and frustrating now, it’s only going to get worse, even if you never look at social media STREAMLINE FIRST
- 34. #socialCRM #bbcon 34 • This is the core need of your organization • Make sure you can keep the money coming in GET FUNDRAISING IN ORDER
- 35. #socialCRM #bbcon 35 • What are you doing online? • Email • Peer-to-peer • These are established, proven, and necessary for a modern organization • You don’t have to do it all now • Make a plan and a roadmap to get there GET YOUR ONLINE SHAPED UP
- 36. #socialCRM #bbcon 36 • Get moving into the social space • Figure out where your audience already is • Decide where it is best for you to join them • Listen to what they are already saying • Let them know that you are there with them, don’t take over • Join in the conversations • Become a participant that ads value STEP INTO SOCIAL
- 37. #socialCRM #bbcon 37 • Lots of this can happen at the same time • Set up your CRM • Build a web and online presence • Set up social accounts • Start listening to you constituents • Educate your staff and prepare them for change MOVE IN PARALLEL
- 38. #socialCRM #bbcon 38 GET A TASTE
- 39. #socialCRM #bbcon 39 • Short reports on different events for nonprofits • One available for BBCON after the conference • Visit TheConnectedCause.com SOCIAL MEDIA SNAPSHOTS
- 40. #socialCRM #bbcon 40 TELL YOUR FRIENDS @TeamHeller @KeithHeller #socialCRM #bbcon Slideshare.net/HellerConsulting @TheConnectCause TheConnectedCause
- 41. #socialCRM #bbcon 41 • http://www.nten.org/research/the-2013-nonprofit-engagement-data-management-study-a- graphic-report • http://www.nten.org/research/the-2012-nonprofit-social-networking-benchmarks-report • https://www.blackbaud.com/social-influencer • http://www.bethkanter.org/the-networked-nonprofit/ • http://bethkanter.wikispaces.com/Salesforce+Foundation • http://www.salesforcemarketingcloud.com/resources/ebooks/how-to-use-social-media-for- social-good/ • http://www.salesforcefoundation.org/build-meaningful-engagement • http://www.forbes.com/sites/rogerdooley/2013/06/20/non-profits-social-media/ • http://www.nonprofitquarterly.org/policysocial-context/22705-infographic-how-to-master-social- media-outlets.html • http://www.nonprofitquarterly.org/management/21945-nonprofit-social-media-measurement- tools-and-tips-for-tracking.html • http://expandedramblings.com/index.php/social-media-user-stat-infographic/ • http://smallact.com/ RESOURCES AND REFERENCES
Hinweis der Redaktion
- They list your session as Social Media and Luminate CRM. Do you want to go with or without the LUMINATE word?
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- Aspirational description of Social Engagement
- Trends and stats
- Do you enter a crowded room and instantly start giving your opinion to everyone? Be honest. Cruise around first. Listen to what’s going on. Then join when you have something to contribute
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- You could force Terry to go through a giant survey and tell us all this, but would terry really do that? Does anybody named Terry have time for that?You would have to make a lot of guesses and assumptions to come up with a campaign that you think might appeal to Terry.
- Terry offered all this up on his own time, in his own way.Is this an oversimplification, yes. But you get the point.
- Terry offered all this up on his own time, in his own way.
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- Radian6 pulls data from over 150 million sources.If it’s out there, it sees it.But what do you do with that much information? It’s like trying to drink from a firehose.
- How do you get started? First you set up what you want to listen for. Build a TOPIC Profile that defines the topics that you are interested in.
- You have complete control over what gets pulled into your river of information. Add, subtract, this AND that, this BUT NOT if with that.
- Then you can view that raw data with a variety of filtering tools that bring the real information you are after to the front of the stack.Word clouds on topics and contributors quickly show who is talking and what they are talking about.Trend mapping shows how specific terms fluxuate over time so you can see repeating patterns.Sentiment tracking not only tells you what people are talking about, but how they feel about it. Simple positive, negative, and neutral is quick, but get more detailed and determine gratitude, elation, excitement, anger, grief, shame, uneasiness.And of course your typical demographics. Male, female, age, location, all the traditional information we’ve been using for years.
- Each one of your widgets of data can be organized in a simple, live update dashboard that you can watch and manage when it’s right for you. You can even have Radian6 email specific reports at defined intervals to keep those who need to know, in the know.
- Engagment tools let you not just watch your feeds, but reply, comment, and interact from the same place. You can create detailed workflows to automatically assign responses and issues to different teams throughout your organization, relieving your staff from searching through gigs of data.
- The Radian6 app in the appexchange and the Salesforce Social Hub connect your social data back with your CRM.But what if you don’t want to focus on everyone in the world. What if you want to focus on your constituents first. There a way to do that too.
- Small Act tools start from your own constituent data, and discovers what connection they have to social media. This allows you to focus on the people that you already engage with and know. It uses publicly available information to determine what type of people you have in your constituent group.
- How does your message spread from each of your constituents? Do they talk about you to their friends? Do they actively invite their friends to your events? Are they actively involved in social media? Social Vision helps you discover who they are, what they do, and how you can work with them to serve your mission.
- Everyone contributes to your organization differently. Some will only give you money when you ask for it. Some people are team organizers, some people will really get out there and work for you. Others support you because you provide something for the ones they love. Being able to put your audience into unique groups lets you address them in the best way.
- And these are the people that you are already connected to! You aren’t trolling the ocean for new people who might be interested, you are finding out what where your existing audience is spending their time, and preparing to talk to them when and where they are ready.Social Vision helps you be in the right place at the right time.
- From aggregate data to individual posts and replies, you’ll see what your audience says in real time.
- Use your information to discover who spreads your message, the best way to reach out to them, and target them with communications that will build your relationship.
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