Value of a Social Influencer for AFP
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04/08/2023 1
WHAT IS A SOCIAL INFLUENCER REALLY WORTH? Mark Davis, Blackbaud
Director of Product Marketing
@mcdavis7
The audio for this webinar will be broadcast through your computer. Once you join the presentation, a small audio broadcast box will appear on your screen and you will hear the host through your computer speakers. To join an Audio broadcast in WebEx, click on the Communicate menu in your WebEx screen and select Join Audio Broadcast. If you are having problems connecting with the audio broadcast server you can still join using the teleconference. If you are unable to listen to the audio through your computer and wish to dial into the conference line, please use the information below: Teleconference information:Call-in toll-free number: 1-866-4106539 (US)Call-in number: 1-660-4225471 (US)Conference Code: 843 654 3232
Casey Golden, Small [email protected]@smallactguy
Follow along at #BlackbaudSocial
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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
04/08/2023 4 Call in: 1-866-4106539 8436543232# #BBSocial2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
04/08/2023 5 Call in: 1-866-4106539 8436543232# #BBSocial
2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
04/08/2023 6 Call in: 1-866-4106539 8436543232# #BBSocial2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
04/08/2023 7 Call in: 1-866-4106539 8436543232# #BBSocial
2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 2012
04/08/2023 8 Call in: 1-866-4106539 8436543232# #BBSocial
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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T HE F OUR S OCIAL INF L UE NCE R RAT INGS
4 - Key Influencers
3 - Engager
2 - Multichannel Consumer
1 - Standard Consumer
= 1%
1%
5%
45%
49%
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4 = KEY INFLUENCER
Network Value
Individual Value
CHARACTERISTICS
• Definition• Exist on all three major networks• Generate significant discussions &
thoughts and guide decisions
• Key Attributes• High call-to-action ratio• Longer influence propagation
• Value• Rapid Campaign acceleration• Crisis Management• P2P Fundraising
• What to do with them• Identify and cultivate through social
media channels• Give them the voice to spread your
message
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3 = ENGAGER
Network Value
Individual Value
CHARACTERISTICS
• Definition• Exists on all three major networks• Generates unique posts, shares, &
comments
• Attributes• 5% or less of overall users• Drive 80% of all the content and
conversations.
• Value• Significant influence on the donations
and actions of others• Collaborate, share information and
contribute significantly to the viral spread of messages and ideas
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2 = MULTICHANNEL CONSUMER
Network Value
Individual Value
CHARACTERISTICS
• Definition• These users have known active
presences on at least two major networks.
• Attributes• Usually ~45-50% of social audience• informed through social media and may
participate on occasion. • Social media is an important intake• Do not as often influence others socially
• Value• High potential to engage in specific
campaigns that resonate with them• Very significant source of offline
donations• Critical for advocacy and other calls to
action.
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1 = STANDARD CONSUMER
CHARACTERISTICS
Individual Value
Network Value
• Definition• These users consume information from
one known network.
• Attributes• Simply consume information (read
updates, click links to read content)• Do not actively post new content or
comments. • Use social media to staying connected
to what’s going on with friends/family and current events
• Value• Strong target audience for both online
and offline calls to action and campaigns.
• Very influenced by friends, family & peers and will likely take action if asked
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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.
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“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?
04/08/2023 24 Call in: 1-866-4106539 8436543232# #BBSocial
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 ?
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