How to Milk It: Integrating Social Marketing & Direct Response

“You’ve Got a SizableEmail List and Lots ofFans on Social Networks…Now What?”Integrating Social Marketing & Direct ResponsePeter Genuardi, SpotRight Heather Shelby, EDF Justin Perkins, Care2 @Care2Team #C2Webinar

this webinar isbeing recorded The webinar will be available after the event on http://www.frogloop.com -- Care2’s Nonprofit Marketing & Fundraising Blog Visit http://www.frogloop.com/webinars for free recordings of past webinars Tweet the webinar using hashtag: #C2webinar

aboutCitizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Traffic/Branding/Awareness Commenting on blogs Starting group (organizing) Advocacy Joining nonprofits Building Facebook fan base

What? Care2 was one of the first social networks in 1998? An individual who joins a Care2 Group is 2-3x more likely to sign a petition An individual who posts in a Group is 60x more likely to sign a petition

“milk it”Definition: 1. to make the best of a situation. 2. an abbreviated version of “milk it for all it’s worth” 3. a really scary Nirvana song from the ’90’s 4. etc…

Two more reasons you mightwant to listen carefully to the rest of this presentation

Super FansNew Belgium Brewery discovered thattheir Facebook Fans correlated to about50% of their $100MM in revenue http://ow.ly/bTgWk(See #c2webinar or @elperko on Twitter)

SuperActivists1Sky did a social media data append ontheir email file recruited from Care2 andfound higher than normal concentration of“superactivists” as measured by OfflinePrecinct Captain Recruitment http://ow.ly/bTk1I(See #c2webinar or @elperko on Twitter)

Why expecting fundraising from Facebook vs. email just might be dumb•M&R helped Save Darfur raise$415,000 via email series to about 1Million supporters in 10 Days•Over 1 year on Facebook Causes,Save Darfur raised $28,000 from nearly1 million “friends”.~ 3 cents per friendhttp://ow.ly/bTm7S(See #c2webinar or @elperko onTwitter)

Socialnetworkcalculator.com Estimate ROI of staff time in Social Media for recruitment and direct response vs. email(See #c2webinar or @elperko on Twitter)

But integrating “The List”is long-term smart Email list Phone listdirect mail Social list media “friends” Mobile phone list

How I’d “milk it” if I were youEmail: highest Return On Investment andmain driver of direct response - bothfundraising and advocacyTwitter: align with key influencers, mavens &“sneezers”Facebook: get to know your Fans &SuperFansLinkedIn: map your professional network &find links to power, influence, major donors

Everthing I just said… Is useless if you don’t tell great stories and make your followers the heroes…Excellent story tellers:@charitywater@invisibleshoes@freerangestudio (must read: Story Wars) (See #c2webinar or @elperko on Twitter)

One-to-One Social MarketingTen Ways that Direct Marketers CanIntegrate Their Email and Social MarketingPresented by Peter Genuardi @petergenuardi #C2Webinar

Challenges for us as Direct MarketersWith new media, come new challenges forsocial marketers to engage constituents.1. The Playing Field Is Shifting at an Increasing Pace2. Consumer Data Gets Bigger and Unwieldy3. Measuring Social’s Impact on Direct Response has been a HARD at Best4. Beating the Joneses is Tougher then Ever @petergenuardi #C2Webinar

The Payoff for Integrating Social and EmailIntegrating social & email can help us solvefundamental direct marketing problems.1. Performance: Develop more relevant, better performing campaigns.2. Quantify: Assign value to your social media followers.3. Acquisition: Create a larger social media audience; seek parity with other media.4. Value: Improve lifetime monetary and engagement value of social constituents. @petergenuardi #C2Webinar

#1: Get a Social View of Your AudienceA social view of our email constituents givesus an unprecedented look into their lives.What to Look For Credit: Flickr Sara RieglerWhere are they?Number of networksWhat do they look like?Demographics, connectionsAre they affecting behavior?Reach, impact, relevance @petergenuardi #C2Webinar

What Does That Look Like? RFM VALUE SOCIALMARKERS DEMO-GRAPHICS © SpotRight 2012

Social DiscoverabilityWe’ll never know everything that ourconstituents do, nor everywhere they are.Why the heck not?Different Emails Credit: Flickr Paul HudsonDifferent PurposesAPI ReliabilityAPIs Come And GoPrivacy PreferencesWe All Have Different Settings @petergenuardi #C2Webinar

Social Match Rates: Across the WebSocial match rates are a function of youraudience discoverability & network size.Here’s What We SeeAny Network 50% to 60% Credit: Flickr Fab joue en LegoFacebook 40% to 50%Twitter 10% to 20%LinkedIn 3% to 7%Klout 5% to 10%Google+ 1% to 2%MySpace 4% to 6%Pinterest 0% @petergenuardi #C2Webinar

Social Match Rates: Care2 MembersCare2 Members tend to be HIGHLY socialcompared to the average bears.Here’s What We See On a RecentSample of Care2 Members Rate IndexAny Network 72% 131Facebook 68% 136Twitter 31% 207LinkedIn 2% 40Klout 8% 160n = 10,000 @petergenuardi #C2Webinar

Consumer Profiles: Care2 MembersCare2 Members tend to be young, wealthy,family-oriented and more likely to give. n = 10,000 @petergenuardi #C2Webinar

Listen to YOUR ConstituentsTargeted listening lets you take a giant leaptoward the moment a decision is made.How to Get There 1. Establish the connection Credit: Flickr Toy Master 2. Listen for life events 3. Send an offer @petergenuardi #C2Webinar

#2: Define Relevant InfluencePopularity is the least useful dimension ofinfluence to your organization.Dimensions of InfluenceYou Should Care About Credit: Flickr Sad Old Biker1. Relevance2. Impact3. Reach4. Popularity @petergenuardi #C2Webinar

#3: Truly Integrate Social and EmailA social view of consumers is the foundationof integrated social-email marketing.Do More for ThoseWho Already Love You Credit: Flickr KalexandersonYou’ll Need to Know Who:1. Opts into a direct medium (i.e. email, mobile, direct mail)2. Is on Twitter3. Follows you on Twitter4. Doesn’t follow you on Twitter @petergenuardi #C2Webinar

Quantifying the Email to Twitter OverlapAt best, the overlap between your opt in emaillist and Twitter followers in TINY. Opportunity? ~150,000 new Twitter Leads for FREE! @petergenuardi #C2Webinar

#4: Leverage Social for SegmentationBuild “power segments” of your audiencedriven by social, value & demo attributes.Name Your Jedi Knights Credit: Flickr Lego.Skrytsson1. Most Connected2. Most Valuable3. Influencers4. Demographics5. Lifestyle/Giving Profile @petergenuardi #C2Webinar

#5: Influencers as Campaign VanguardsUse influencers EARLY in a campaign todrive earned media and viral conversions.Consider the Offer,Comrades. Credit: Flickr Dunechaser1. Exclusivity2. Tangible Value3. Rich Media Focused @petergenuardi #C2Webinar

#6: Improve Online Ad ContentA better understanding of your audience*should* lead to content that converts better.How Well Do Your AdsSpeak to People? Credit: Flickr Kalexanderson1. Theme2. Copy3. Imagery @petergenuardi #C2Webinar

#7: Improve Online Ad TargetingWhen you know who and where people are,you can meet them where they are.Where Are You Placing Ads? Credit: AmazingBrickCreations.com 1. Social Network 2. Keywords 3. Geography 4. Demographics @petergenuardi #C2Webinar

#8: Listen to Remarket, Upsell, Cross Sell © SpotRight 2012

#9: Listen to Improve ProgramsGeneral feedback is nice, but feedback fromYOUR constituents is way more valuable.Seek Feedback VIASocial Content Credit: Flickr 713 Avenue1. Identify a valuable segment2. Grab their social content3. Look for keywords associated with your programs4. Mine for trends @petergenuardi #C2Webinar

Listen for Adjacent Trends @petergenuardi #C2Webinar

#10: Use Influencers for PRLook into your own audience for people whocan support your public relations.Affinity is a given.Now it’s ok. Credit: Flickr Lego27BricksJust find the Popular Kids.1. Klout Score2. Twitter Followers3. Relevant Influence @petergenuardi #C2Webinar

#11 (bonus): Prospect New LeadsIf you’ve got free time on your hands to DMpeople, find some relevant, likely leads.Find people with affinity. Credit: Flickr scochransplo1. Find people with affinity.2. Find popular people.3. Find people with affinity. @petergenuardi #C2Webinar

Get Busy, NOW!Here’s what I’d do in the next 30 days.1. Profile your audience.2. Find the Twitter to Email overlap.3. Define your Power Segments.4. Test. @petergenuardi #C2Webinar

Contact Info Peter Genuardi www.spotright.com peter@spotright.com twitter.com/petergenuardi (303) 351-2746

EDF’s Membership Approach toSocial Media

First up: Facebook

First up: Facebook• Building our Fan Base

First up: Facebook• Building our Fan Base – Reaching out to pre-existing global warming groups.

First up: Facebook• Building our Fan Base – Reaching out to pre-existing global warming groups. • First 10,000 fans!!!

First up: Facebook• Building our Fan Base – Reaching out to pre-existing global warming groups. – Email list recruitment • Sending emails with an ask to “like” • High-five an adorable polar bear after action

First up: Facebook• Building our Fan Base – Reaching out to pre-existing global warming groups. – Email list recruitment – Post-Timeline: Organic fan acquisition plummets

First up: Facebook• Building our Fan Base – Reaching out to pre-existing global warming groups. – High Five an adorable polar bear – Post-Timeline world: Organic fan acquisition plummets • Finally succumbed to Facebook ads – 95% conversion rate – $0.35 cost per acquisition

First up: Facebook• Facebook ads – Interesting side effect…

First up: Facebook• Facebook ads – Interesting side effect… – Use your age filters!!!

First up: Facebook• Goals for our page – it’s not enough to build a base, you have to lead them somewhere. – Educate about our work – Familiarize with EDF branding – Recruit to email list

First up: Facebook• We recruit by – Bending the cover photo rules to dramatically point to our take action tab.

First up: Facebook

First up: Facebook• We recruit by – Bending the cover photo rules to dramatically point to our take action tab. – Post action alerts often & pin to the top

First up: Facebook• We recruit by – Bending the cover photo rules to dramatically point to our take action tab. – Post action alerts often & pin to the top – Now testing: Exclusive content. Q&A with an EDF expert, must sign up for the email list to get their answers. • Specific questions did not work (ex. Got questions about the EPA climate rule?) • Going to try more general (ex. Got questions about EDF’s Climate & Air Program?)

First up: Facebook• As you do these things – Source your links!!! • There’s no point in getting them on your email list if you don’t know who they are. • Easy to do in Convio – just add &s_src=facebook to your action URL. – Send out fundraising messages as usual

First up: Facebook• Run a recruit quality analysis – Our most recent one showed: • Facebook recruits donated a total of $3,097 in the last 12 months. • 81 donations • Return per recruit of $1.60 • Because these names are “free” individual ROI is higher than what we get from other list acquisition sites – BUT – are they really free? – # of recruits doesn’t compare to paid list acquisition

First up: Facebook• Run a recruit quality analysis – Almost one year ago • Total of $3,793 in the last 12 months • Return of $1.68 • Numbers are remaining fairly steady.

First up: Facebook• Facebook as a reward – EDF Superheroes • Took 10+ actions in a year AND donated at some point • Received invitation to “exclusive Facebook group” • Gives them constant contact with EDF employees • They have created their own community • Has seriously bonded them to EDF

Second: Twitter

Second: Twitter• Currently – Tweet out action alerts – Highlight interesting Facebook campaigns – Really lacking a connection to membership • For example, SpotRight only found 126 people on our email list who are also following us on Twitter.

Second: Twitter

Second: Twitter• Now determining Membership strategy for Twitter – Have intern reviewing other organizations to report back on their Membership’s use – Will use SpotRight data to determine our most influential Twitter users on our list • Recruit them to follow us on Twitter • Create a “list” of them to follow

Third: LinkedIn

Third: LinkedIn• Currently mostly using for HR purposes• Do have a LinkedIn group• Future Membership plans – Find “Leaders” ($500+ in one year) – Have high ranking EDFer reach out to them on LinkedIn & ask them to join our group.

Fourth: Pinterest

Fourth: Pinterest• Just starting out• Have mostly duplicated our most popular visual content from Facebook

Fourth: Pinterest• Just starting out• Have mostly duplicated our most popular visual content from Facebook• Working on creating an action alert board• Carefully monitoring interaction to determine if this is even a useful platform

Fifth: Google +

Fifth: Google +• We tested Membership- related content, but it did not do well• Content relating to technology & innovation is off the charts• Currently, not the right audience for a Membership-focus

Beyond the Networks: Making our Content Shareable• We coordinate with Gigya, who integrates with Convio• We have tricked out all of our action alerts & donation forms to include extensive share tools

Beyond the Networks:Making our Content Shareable

Beyond the Networks: Making our Content Shareable• We coordinate with Gigya, who integrates with Convio• We have tricked out all of our action alerts & donation forms to include extensive share tools – Gigya gives us data reports so that we can see where the content is going.

Beyond the Networks: Making our Content Shareable• We coordinate with Gigya, who integrates with Convio• We have tricked out all of our action alerts & donation forms to include extensive share tools – Gigya gives us data reports so that we can see where the content is going. – Have also recently added source coding so that we can see who is signing up through a friend’s Gigya-shared action alert.• Added sharing tools to our emails as well

Final Take-Aways• Recruit your social followers to your email list• Source them & keep a constant eye on their performance• Don’t waste time on networks where you don’t belong• Make all of your content easily shareable

thank you! questions? contact us! Peter Genuardi peter@spotright.com @petergenuardi Heather Shelby hshelby@edf.org @heathershelb Justin Perkins justin@care2team.com @elperko

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How to Milk It: Integrating Social Marketing & Direct Response

by Care2Team on Jun 28, 2012

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How to Milk It: Integrating Social Marketing & Direct Response Presentation Transcript