The Blurring of Web, CRM and Social Media

Implications, opportunities and challenges for non-profits

Robin FiskGlobal Charity Product Manager, ASI

WebsiteSocial media activity

CRM

The boundaries between the charity website, the donor database (CRM) and social media are blurring fast.

Convergence is under way.

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

Social?

Non-profit

Non-profit

Non-profit

“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

Making your website more socialA number of technology tools that will help your website become more social

#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

#2 – liking / sharing this page

• Facebook Social Plugins• Like, Send

• Likes / shares the URL• And others for other sites• Keeps users in your site• Relatively easy to achieve

#3 – Like your Facebook page from your site

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

#4 – comments from your site

• Facebook Comments plugin

#5 – embedding content in your FB page

• No need to leave Facebook• Skinny version of your own

donation / join now page

#6 – Facebook Open Graph

You – the organization – create a Facebook appApp gives you access to the information that you want / you feel you can ask forApp defines the actions and objects that you want to track

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”

• “My Account” page – editing picture: option to use their Facebook profile pic instead of uploading one

• Permission sought by the Facebook app…

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

• 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.

• 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”

#7 – brand monitoring / social analytics

• 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

#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

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

Getting organized for the social web

Leveraging the Social Web – Robin Fisk, ASI

• Arranging your organization to act and react using social media

• Managing the data

Your organization, and social engagementMost organizations start social media activities – e.g. outbound posts from Marketing / Comms departmentStays there, orProliferates throughout the organization without control or strategy“Social Media Sanitation”These organizations “will not scale”

Your organization, and social engagement

Your organization, and social engagement

DecentralizedOrganic; Authentic; Experimental; Uncoordinated

Your organization, and social engagement

CentralizedOne department controls all; consistent; not as authentic

Your organization, and social engagement

Hub and spokeOne hub sets rules; departments undertake own efforts; spreads

widely round the org; takes time

Your organization, and social engagement

Multiple hub and spokeSimilar to hub & spoke but per business unit – suitable for multiple

brands within larger organizations

Your organization, and social engagement

HoneycombEach employee is empowered to undertake own activities; within

guidelines

Action plan for an organization

1. Get into scalable formation2. Empower the departments - create a Centre Of

Excellence (strategy; training; policies etc)3. Establish a community online4. Integrate to your website / CRM5. Nurture your “unpaid army of advocates”6. Streamline your social media accounts

Getting the data under control

You will never get all of the data under control!You don’t own all of the dataBut you can bring some order to itThe lines between web, CRM and social are being blurred…

WebsiteSocial media activity

CRM

A single, socially-enabled, CRM-

enabled, mobile-friendly website

Advanced Solutions InternationalRobin Fisk

1-800-727-8682 (x5197)rfisk@advsol.com - www.advsol.com

facebook.com/advsol

@advsol / #imis

@asi_robinfisk