First there were fundraising databases, the came websites and then social media. It's only because they arrived at different times that they have separate budgets, activities. But they are now converging - this technology looks at the convergence and how we might organise ourselves to take advantage of it.

1. The Blurring of Web, CRM
and Social Media
Implications, opportunities and challenges
for non-profits
Robin Fisk
Global Charity Product Manager, ASI

2. Social
Website media
activity
CRM

3. The boundaries between the charity website,
the donor database (CRM) and social media
are blurring fast.
Convergence is under way.

4. Leveraging the social web…
The social web is a set of social
relations that link people through
the World Wide Web
Social relations – a relationship between
two, three or more individuals
So the social web is – making use of SOCIAL
MEDIA on YOUR WEBSITE

5. Social?

6. Non-
profit

7. Non-
profit

8. Non-
profit

9. “How can you squander even one more day
not taking advantage of the greatest shifts in
our generation? How dare you settle for less
when the world has made it so easy for you
to be remarkable?”
Seth Godin, 2010

10. Making your website more social
• A number of technology tools that will help
your website become more social

11. #1 – links to your social pages
• Takes users away from
your site
• Off the shelf gadgets
available
• Beware privacy
issues
• Easy to achieve
without gadgets

12. #2 – liking / sharing this page

13. • Facebook Social Plugins
• Like, Send
• Likes / shares the URL
• And others for other sites
• Keeps users in your site
• Relatively easy to achieve

14. #3 – Like your Facebook page from your site

15. • Facebook Like Box
• Likes your FB page
• Show updates, or pictures

16. #4 – comments from your site

17. • Facebook Comments plugin

18. #5 – embedding content in your FB page

19. • No need to leave Facebook
• Skinny version of your own
donation / join now page

20. #6 – Facebook Open Graph

22. • You – the organization – create a Facebook app
• App gives you access to the information that you
want / you feel you can ask for
• App defines the actions and objects that you
want to track

23. Not-for-profit website
• App allows member/donor
to associate Facebook id
with their record on the
website / CRM
Why?
• We want access to their
FB profile, enable them to
share activities from within
our site
• They get to use their FB
profile pic – only need to
maintain one, and share
• “Login with Facebook”

24. • “My Account” page –
editing picture:
option to use their
Facebook profile pic
instead of uploading
one
• Permission sought
by the Facebook
app…

25. • Prompts the login to
Facebook (if not
already logged in)

28. • Facebook profile pic is now
the account picture
• Facebook ID stored as an
attribute in the CRM
• Other Facebook data
available, according to
permission sought / given.

31. • Register / Login on your site with Facebook ID
• (same is possible for
Google, Twitter, LinkedIn…)
• Create specialised actions and objects – e.g.
• “Joined” / “Policy Special Interest Group”
• “Supported” / “Emergency Appeal”
• “Attended” / “Annual Conference”
• “Listened to” / “Chairman’s Podcast”

32. #7 – brand monitoring / social analytics

33. • Sentiment (analyses the
posts for +, -)
• Reach (number of
people mentioning you)
• Strength (how much
buzz)
• Passion – how many
times people post about
you
• Based on the usual
social media sites, blogs
etc

34. #8 – influence / authority
• Measures social
influence
• Based on your
social media
activity over time
• API allows you get
this information into
your database at
constituent level

36. Mobile
• Apps
• Platform-specific
• Easy to use
• Another application to maintain, develop
• Mobile website
• Multi-platform
• Need not be a separate website: Responsive web
design – “fluid” so that they scale appropriately,
according to the device
• HTML5 allows offline use too

37. Getting organized for the social web
• Arranging your organization to act and
react using social media
• Managing the data
Leveraging the Social Web – Robin Fisk, ASI

38. Your organization, and social engagement
• Most organizations start social media activities – e.g.
outbound posts from Marketing / Comms department
• Stays there, or
• Proliferates throughout the organization without
control or strategy
• “Social Media Sanitation”
• These organizations “will not scale”

39. Your organization, and social engagement

40. Your organization, and social engagement
Decentralized
Organic; Authentic; Experimental; Uncoordinated

41. Your organization, and social engagement
Centralized
One department controls all; consistent; not as authentic

42. Your organization, and social engagement
Hub and spoke
One hub sets rules; departments undertake own efforts; spreads
widely round the org; takes time

43. Your organization, and social engagement
Multiple hub and spoke
Similar to hub & spoke but per business unit – suitable for multiple
brands within larger organizations

44. Your organization, and social engagement
Honeycomb
Each employee is empowered to undertake own activities; within
guidelines

46. Action plan for an organization
1. Get into scalable formation
2. Empower the departments - create a Centre Of
Excellence (strategy; training; policies etc)
3. Establish a community online
4. Integrate to your website / CRM
5. Nurture your “unpaid army of advocates”
6. Streamline your social media accounts

47. Getting the data under control
• You will never get all of the data under
control!
• You don’t own all of the data
• But you can bring some order to it
• The lines between web, CRM and social are
being blurred…

48. Social
Website media
activity
CRM

49. A single, socially-
enabled, CRM-
enabled, mobile-
friendly website

50. Advanced Solutions International
Robin Fisk
1-800-727-8682 (x5197)
rfisk@advsol.com - www.advsol.com
facebook.com/advsol
@advsol / #imis
@asi_robinfisk