value of a social influencer
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04/11/2023 1
WHAT IS A SOCIAL INFLUENCER REALLY WORTH? Mark Davis, Blackbaud
Director of Product Marketing
mark.davis@blackbaud.com
@mcdavis7
Casey Golden, Small Act
CEO
casey.golden@smallact.com
@smallactguy
Twitter:#BlackbaudSocial
Audio:1-866-4106539
6543912#
www.blackbaud.com/social-influencer
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VS.
WHY ARE INFLUENCERS IMPORTANT?
Or...
with
benefiting…
&
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RE V IE W OF T HE S OCIAL NE T W ORKING BE NCHM ARK RE P ORT
04/11/2023 4 Call in: 1-866-4106539 6543912# #BlackbaudSocial2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
04/11/2023 5 Call in: 1-866-4106539 6543912# #BlackbaudSocial
2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
04/11/2023 6 Call in: 1-866-4106539 6543912# #BlackbaudSocial2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
04/11/2023 7 Call in: 1-866-4106539 6543912# #BlackbaudSocial
2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 2012
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Sources:* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud
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The Power of Social Fundraising and Friends Asking Friends[INFOGRAPHIC], Blackbaud 2011
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UNDE RS TANDING Y OUR INF L UE NCE RS AND T HE IR VAL UE
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• 90 percent trust recommendations by friends more than traditional advertising*
• 63 percent of users choose consumer ratings as their preferred source of information about products and services**
Sources* Nielsen Global Online Consumer Survey, 2009** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011
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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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ARE OUR MAJOR GIFT PROSPECTS SOCIAL?
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HOW ARE NP OS US ING S OCIAL DATA
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“With social data there is much more power to target effectively....to then measure the results...and to then make improvements, measure again and so on. It allows you to continue advancing the results and efficacy of what you do in ways that before were either not possible or were very difficult and expensive to do.”
Guy Fischer
National Chief Development Officer
American Cancer Society
SO, WHAT DO THE CUSTOMERS SAY?
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EVENTS: IMPROVE TARGETING & ACQUISITION
The Situation: For new DetermiNation event series, how to target the right audience The Goal: Increase success of targeted Direct Mail campaign
The Strategy: Find those individuals who are interested in this type of event and will be able to raise sufficient funds
The Tactics: Optimize Direct Mail by:(a) Targeting Engagers and Key Influencers, who(b) Have existing athletic behavior and participation
(marathoners, triathletes, cyclists, exercise buffs, etc.)
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“ We are interested in utilizing social data to better engage our constituents across multiple facets of our organization; major gifts, advocacy, special events and direct response. We believe this added intelligence would allow us to better steward our donors and our participants in a more thoughtful way lending to increased retention and acquisition.”
Kate Giblin Rooper
Vice President, Campaign Development
American Diabetes Association
SO, WHAT DO THE CUSTOMERS SAY?
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EVENTS: IMPROVING RETENTION
The Situation: Huge loss of participants every year. If the team captain leaves, the whole team vanishes. The Goal: Increase retention of participants by 10%+
The Strategy: Identify those individuals who are (a) on a team and (b) have strong social influence as back ups for the team captain position next year and cultivate them.
The Tactics: Use Social Influencer rating to identify key participants. Provide special cultivation opportunities pre, during and post event.
04/11/2023 24 Call in: 1-866-4106539 6543912# #BlackbaudSocial
“When we learn where the highest return opportunities and low hanging fruit exists, I expect the positive impact will have ripple effects throughout the organization.”
Jaime Matyas
Executive VP and COO
National Wildlife Federation
SO, WHAT DO THE CUSTOMERS SAY?
04/11/2023 25 Call in: 1-866-4106539 6543912# #BlackbaudSocial
SUSTAINER GROWTH: IMPROVE MONTHLY GIVING
The Situation: Not knowing who to target with specific sustainer asks and programs The Goal: Increase Sustainer program to boost annual and lifetime giving value of donors
The Strategy: Identify and target those individuals who (a) have given more than once, and (b) are a Multichannel Consumer of above
The Tactics: To this specific target segment, (a) increase presence of monthly giving opportunities in
all campaigns(b) send exclusive monthly giving campaigns(c) promote monthly giving opportunities online (at time of
donation)
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W HE RE DO GO F ROM HE RE
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• Events- How can I better identify who will be successful p2p fundraisers?- How can I achieve better year over year donor retention?
• Direct Marketing/Email- How do I increase the ‘ask’ amount for the right segment of our
file?- How can I increase the success rate of my mail drop?
• Sustainer Program- How do I identify the best prospects for this program?
• Advocacy- How do I maximize our efforts and get viral spread of our
message?
HOW CAN SOCIAL SCORE HELP?
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• Access publically available data from:
- Facebook 900M users
- LinkedIn 150M users
- Twitter 100M+ users
- Other networks
SOCIAL SCORE OFFERING OVERVIEW
Social data enables organizations to identify, profile and target high-value relationships in social media
- Key influencers can and are promoting client messaging
- New social data enable added dimension to existing fundraising strategies
Social Media Impact Social Influencer Impact
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WANT M ORE ?
More NTEN / Blackbaud Webinars: www.blackbaud.com/nten
Download the whitepaper: www.blackbaud.com/social-influencer Download presentation: www.slideshare.net/mcdavis7Download benchmark report: www.nonprofitsocialnetworksurvey.com Follow us: www.netwitsthinktank.com
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