Webinar: Reach 68x More Supporters on Social Media When You Turn Influencers into Advocates

transcript

11#armyofsupporters

Reach 68x more supporters on social

media when you turn influencers into

advocates

Discover the network-based approach to thinking about a supporter's value

PRESENTED BY ATTENTIVE.LY & STRENGTH IN MEMBERS

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What You’ll Get From This SessionYou will gain a firm understanding of the following:

▸ How to identify and target your own influencers so you can build and measure promotions that drive engagement across marketing channels.

▸ What "socially sourced public data" really means and how leverage 3rd party appends.

▸ How to define a lifecycle based on supporter and network attributes.

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Agenda

▸ Introductions

▸ The Network-Centric Approach to Understanding Your Audience

▸ Identifying and Targeting Influencers

▸ How to Develop Promotions

▸ Getting Started, Immediately

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Housekeeping

Hashtag:#armyofsupporters

Action Guide:www.strengthinmembers.com/guide

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Introductions

Roz Lemieux

CEO, Attentive.ly

@rozlem

www.attentive.ly

Peter Genuardi

Founder, Strength in Members

@petergenuardi

www.strengthinginmembers.com

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About Us: Attentive.ly

We work with dozens of advocacy organizations to help them understand their supporters

and boost engagement.

We work with dozens of advocacy organizations to help them understand their supporters

and boost engagement.

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Supporter insights

Email list segmentation

Influencer engagement

Real-time personalization

Insights to Actions & Donations

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About Us: Strength in Members

What We Do

▸ Audience Development

▸ Email and Social Campaigns

▸ Engineering of Marketing Apps

Who We Work ForWho We AreWe are a data-driven, digital agency, for good. We work with marketers who are making the world more compassionate.

Who We AreWe are a data-driven, digital agency, for good. We work with marketers who are making the world more compassionate.

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Influencers Have Reach

“On average, the top 5% most ‘influential’ contacts in our customers’ databases reach 68x more people via their social networks than our customers have in their own database.”

– Roz Lemieux CEO, Attentive.ly

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Top 5%

68x Audience* Plus trust.{

Influencers Have Reach

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A New Understanding of Consumers

The Lonely Consumer Approach

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Seeks to understand the present and potential value of a single consumer.

The Lonely Consumer Approach ▸ Assumes: The consumer

lives in alone in a sad, sad vacuum

▸ Targeting: Market to him until he stops responding

▸ Shortcoming: Ignores that he has any friends, family, or colleagues

The Field of Dreams Approach

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Create and publish content that you think your audience will find valuable, then convert the to

leads and supporters.

▸ Assumes: “If you build it, [content, that is] they will come”

▸ Targeting: Market to him until he stops responding

▸ Shortcoming: By definition, it ignores consumer attributes

The Network Centric Approach

Promote across media, using offers crafted for social diffusion among many small consumer

networks.

EXPAND YOUR REACH!

Promote across media, using offers crafted for social diffusion among many small consumer

networks.

Create social dimensions that assign recency, frequency, and monetary value to the consumer.

▸ Assumes: Birds of a feather flock together online AND off

▸ Targeting: Promote to many tiny interconnected networks

▸ Shortcoming: Historically, it’s been hard to target & measure

Combining These Three Approaches

▸ Assumes: You are really REALLY in touch with your audience

▸ Targeting: Start with the individual, layer on network, and engage with valuable content

▸ Shortcoming: It’s new, so hater’s gonna hate

How & Where to Find Influencers

Who’s hiding out on your email list? We’ve found…

Top bloggers, like Deuce and Arianna Huffington

MOCs, like Sen. Al Franken

Journalists, like Ann Curry

Business leaders, like Steve Case

And lots of allies and advocates!

Start with your CRM.

Match to 100+ social networks.

See what they’re saying on social.

Automate

email, ads, and scoring.

Email List

Social Match

Enterprise Listening

AttentiveTargeting

How Attentive.ly Works

Influencers Drive Traffic

The “Other 1%” Drive a LOT of Traffic

Getting to Know Influencers

Targeting in a Nutshell

▸ Identifying Likely Influencers: Breadth, depth, and 3rd party markers. 1%-5% is Broader

▸ Content Targeting: Aim for 15%+ of your whole file.

▸ Start Small: Fewer segments are better than many.

Segmenting for Content Targeting

Example Term for Segmentation

Immigration OR NCLR OR RI4A OR @AmericasVoice OR DefineAmerican OR #undocumented OR

@WomenBelong OR deportaciones OR deportations OR #Not1More OR #DeporterInChief OR

#EndtheQuota OR #NotOneMore OR #Dreamers OR DreamAct OR LULAC OR VotoLatino OR deportation OR DREAMers OR mamastuiteras OR muylatinas OR

latism OR CIR OR immyouth OR timeisnow OR inmigracion OR #Health4All OR #immigrant OR

#migraci n OR #inmigrantes OR DACA OR inmigrante OR MuyLatinas OR MuyLatina OR BeLatino OR #Hispz

OR #NiUnaMas OR #NiUnaM

Seek to Understand Affinity

MUSIC, POLITICS, ENVIRONMENT, FACEBOOK, FOOD, RECYCLING, SOCIAL MEDIA, VOLUNTEERING

BUSINESS, COMEDY, PROGRESSIVE POLITICS, MOMS, WATER RIGHTS, BOOKS, MONEY, PHOTOGRAPHY, FRACKING, LIBERAL, BUSINESS, ACTIVISM

HEALTH, ADVOCACY, CONGRESS, MAINSTREAM MEDIA, FUNNY PEOPLE, WILDLIFE, FAMILY, CHICAGO, FASHION

Putting This All to Work

Create a Multimedia Lifecycle

Social Email

Direct MailDisplay

Phone Call Web

MEDIUM

Create a Multimedia Lifecycle

Multimedia Campaign Planning Workbook

AIDA: Learn It, Know It, Use It

A - Attention: Do I

have it?

I - Interest: Are you

interested?

D - Decision: Can you

make one?

A - Action: Will you

take it?

The Formula

Component

Goal A statement of desired intent.

Segment The attributes of the people to receive the promotion.

Call to Action What you’re going to ask them to do.

Creative The copy, images, and other media.

Mechanism The delivery mechanism or platform to be used.

Measurement How will you calculate response rate?

Next Offer What will people be asked after this promotion?

The Organization

Springfieldians for Niceness, Understanding, and Helping

Example: Lead Generation

Component

Goal Grow our email file.

Segment People with medium to high influence.

Offer Ask your friends to sign up for email.

Creative A targeted, personal tweet.

Mechanism Attentive.ly

Measurement Click rates, viral signups.

Next Offer Sign a petition.

▸ We’re sure your friends care about nonviolent TV. Retweet & ask them to join the community http://bit.ly/1qqhvWN

Call to

Action

Example: Awareness BuildingComponent

Goal Expose more people to our message of nonviolence.

Segment All people with Facebook accounts.

Offer Learn more, share the pledge.

Creative Email copy and image for social shares.

Mechanism Email platform.

Measurement Opens, clicks share links, lateral clicks.

Next Offer Make a donation.▸ Every two seconds a violent act appears on TV. ▸ Kids exposed to violent programs can be affected

poorly for life. ▸ Sign the pledge to limit your kids’ exposure to

violent TV.▸ Spread the word on Facebook, Twitter, and Pinterest.

Call to

Action

Example: Monetary Conversion

Component Details

Goal Get people to make donations.

Segment People who have recently signed a petition.

Call to Action Strengthen your commitment, invest now.

Creative Ad copy, ad image.

Mechanism A Facebook ad.

Measurement Clicks, donations, lateral conversions.

Next Offer Recurring gift.

▸ For a donation of $50 we can produce 10 seconds of nonviolent TV, give today & create some good, http://bit.ly/1qqhvWN

Call to

Action

How to Get Started NOW!

▸ Profile your audience Use Attentive.ly to develop this understanding. Focus on affinity first, then depth, breadth, and 3rd party markers

▸ Identify Your Target Segments Use consumer, network, and media attributes

▸ Build Compelling PromotionsUse the AIDA formula, Map them out

How to Get Started NOW!

▸ PlanEstablish a multimedia campaign calendar

▸ Put it TogetherUse Attentive.ly to tie your media together

▸ MeasureDo the best you can, carefully. Don't do anything unless you can measure it.

Thank You

Get the Action Guide: www.strengthinmembers.com/guide

Roz Lemieux

CEO, Attentive.ly

@rozlem

www.attentive.ly

Peter Genuardi

Founder, Strength in Members

@petergenuardi

www.strengthinginmembers.com