Date post: | 28-Nov-2014 |
Category: |
Technology |
Upload: | saragroundwire |
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DURING THIS SESSION
• Relationship Phases & Engagement Model
• Channels of Engagement
• Capturing and Tracking Information
• Monitoring Progress
• Example
• Breakout Session
META POINTS
• Engagement -> Relationships = Mission Accomplished
• CRM is a key ingredient
• Tracking & Measuring relationships
• Connected technology makes all possible
Del.icio.us
FriendFeed
MySpace
Online Activism
Email Lists SMS
Social Media
Collaboration Space
Micro- bloggin
ONLINE ENGAGEMENT Twitter
YouTube
??? ???
Blog
???
Flickr
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Social Media
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AboutUs
Website
Wiki
Events
Phone Activism
In-Person
Tabling
Volunteer Ops
True Love Requires Engagement The act of holding one’s attention.
Inducing one to participate and take action.
IF A TREE FALLS IN A FOREST?
Constituent Relationship Management
(CRM)
Reaching Out Personalized
Pulling In Learning More
Blogosphere
Direct Mail Media
PR
Word of Mouth
(FOF)
REACHING OUT
Flickr Email
Events & Tabling
Phonebank
Canvassing
YouTube
Outreach
Blog
Word of Mouth
(FOF)
INSPIRING FOLLOWERS
Flickr Email
YouTube
Followers
Newsletter
Action Alerts
Events Website Drip
Campaign
Membership Donations
Newsletters
EMPOWERING SUPPORTERS
Volunteering Twitter
Events House parties
Rallies, etc.
Activism Phone, Letters
Petition, etc
YouTube
Website
Website
Online Discussions
SMS
Drip Campaigns
Supporters
Blog
COORDINATING ORGANIZERS
Their Social Places/Blog
Membership Donations
Newsletters
Volunteering Phone Banking
Etc. Twitter
Events House parties
Rallies, etc.
Activism Phone, Letters
Petition, etc
YouTube
Website
Online Discussions
SMS
Personal Contact
Organizers
Collaboration Space
CULTIVATING LEADERS
Events House parties
Rallies, etc.
Activism Phone, Letters
Petition, etc
Collaboration Space
Online Discussions
Staff, Board Spokes People
Advisors
Membership Donation
Personal Contact
Leaders
Outreach
Followers
Supporters
Organizers
Leaders
Data Captured -Name & Contact -Source Campaign -Date -Issues -Location -Activity -Demographics -Psychographics -Channel -Permissions
Data Captured Activities -Events Attended -Email responses -Website usage -Social media Participation Campaign Associated -Dates -Issue -Location -Activity -Demographics -psychographics Data enhancement -Address/location -organizational affiliations
Data Captured Activities -Events Participated -Donations -Advocacy activities -Volunteer Activities -Sharing with friends User Submitted -Quotes -Polls -Photos -Videos -Articles Data enhancement -Social graph -Facebook & Twitter -Blog -Etc…
Data Captured Activities -Events Participated -Event Organized -Donations -Advocacy activities -Volunteer Activities -Sharing with friends -Recruitment of Friends User Submitted -Quotes -Polls -Photos -Videos -Articles Data enhancement -Social graph -Facebook & Twitter -Blog -Etc…
Danger!
Suddenly, we can create quantifiable goals for our outreach and cultivation efforts
• Public awareness • Media exposure • Website traffic • Conversion to contactable
MONITORING OUTREACH
Outreach
MONITORING SUPPORTERS
• Response to action requests • Attendance at events • Participation in online dialogs • Sharing with friends • Becoming new donors/members • Renewal rates for donors/members • Quality and quantity
Supporters
MONITORING ORGANIZERS
SF Actions DB
• Promoting action requests • Direct contact with organization • Hosting events • Leading online dialogs • Bringing in new followers • Renewal rates for donors/members
Organizers
MONITORING LEADERS
SF Actions DB • Personal Contacts with Org Leadership
• Contributes to vision and direction
• Renewal rates for donors/members
• Serves as formal spokesperson for organization or cause
Leaders
• New Friends Drip Campaign
– Goals:
• Acquire New Base for Climate Work In Salem
• Capture information and move as many as possible from “Follower” to “Contributor” on engagement pyramid.
"There was no model for how we sent out emails before. The proposal for the project actually sent someone out of the room screaming, literally."
OEC’S CLIMATE COOLERS
• Prominent spokesperson going all over Oregon to get folks fired up.
• Venue = Segmentation
• OE…. WHO?
• Opportunity to serve
– Fired up
– but what can I do?
OUTREACH
CULTIVATION EFFORT
Goals: • Move to Participate • Frame OEC as a resource. Strategy: Provide salient action that begins to help recipient use their voice. Results: Sent Opens
Click Throughs
Open Rate
Click Through
Rate
1261 603 211 26% 15%
ANECDOTAL RESULTS
• Some great stories of people bubbling up to leadership levels. – "My neighbor doesn’t believe in global warming… can
you send me some information to help explain the issue?” – Rural Oregon
– "One participant from Brownsville called OEC two weeks ago because her newspaper had written editorial by editor and mayor of Brownsville characterizing global warming as conspiracy and she wanted help writing a Letter to editor…" OEC was happy to do so.
METRICS/RESULTS
• 1800 new Climate Coolers
• Highly strategic group
• From all across Oregon All have direct connection with OEC and see them as related to Bradbury and Inconvenient Truth. 90+% of these are new to OEC.
BREAKOUT SESSION BUILDING RELATIONSHIPS
Break out into 4 groups Group 1: Outreach Group2: Followers
Group 3: Supporters Group4: Organizers
Think about and answer the following questions:
1. What Channels will you use? 2. What info do need metrics will you use to measure
progress? 3. How will you know if they are ready to be engaged at the
next level.