Date post: | 26-Jan-2015 |
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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
#armyofsupporters
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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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CRM
Top 5%
68x Audience* Plus trust.{
Influencers Have Reach
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A New Understanding of Consumers
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The Lonely Consumer Approach
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The Lonely Consumer Approach
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? ? ??
? ? ???
? ? ??
Seeks to understand the present and potential value of a single consumer.
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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
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The Field of Dreams Approach
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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.
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The Field of Dreams Approach
▸ 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
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The Network Centric Approach
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The Network Centric Approach
Promote across media, using offers crafted for social diffusion among many small consumer
networks.
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EXPAND YOUR REACH!
Promote across media, using offers crafted for social diffusion among many small consumer
networks.
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The Network Centric Approach
Create social dimensions that assign recency, frequency, and monetary value to the consumer.
$$$$
vs
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The Network Centric Approach
▸ 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
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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
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How & Where to Find Influencers
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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!
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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
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Influencers Drive Traffic
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The “Other 1%” Drive a LOT of Traffic
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Getting to Know Influencers
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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.
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Segmenting for Content Targeting
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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
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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
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Putting This All to Work
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Create a Multimedia Lifecycle
TIME
VALUE
Social Email
Direct MailDisplay
Phone Call Web
MEDIUM
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Create a Multimedia Lifecycle
Multimedia Campaign Planning Workbook
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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?
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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?
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The Organization
Springfieldians for Niceness, Understanding, and Helping
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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
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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
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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
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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
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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.
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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