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Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
Loyalty starts with great stories - event bpost 29/01/2013]
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Loyalty starts with great stories - event bpost 29/01/2013]

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Loyalty starts with great stories

Loyalty starts with great stories

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  • He won by 50.9% to 47.3% mainly because he managed to get his voters to the polling stations. From 40m on Facebook in 2008, 160m Americans on FB by 2012. It started with a tweet – leading to the website and the question, Are you in?Romney’s campaign retweeted only one tweet ion the whole campaign.
  • Again, THE COLLECTIBVE, relying on the loyalty of his support…
  • Perhaps the most important thing the Democrats did was invest in VoteBuilder, a data bank of incredible complexity. It gave them The ability for microtargeting. Tax and Terrorism Moderates…Older Suburban Newshounds…
  • New York Times in June reported $46m spend on DM against $36m on digital marketing. So microtargeting told the team, Mail was key.Mail allowed Obama to alter his message state to state, group to group. Precision targeting – to get middleground voters to the polls.
  • New York Times in June reported $46m spend on DM against $36m on digital marketing. Mail allowed Obama to alter his message state to state, group to group. Precision targeting – to get middleground voters to the polls.
  • An example of microtargeting. Lyme disease in Virginia. Named after a town in Connecticut where it was first discovered. A rash that can lead to arthritis…
  • Sarah Vancey – lived in a shared apartment, like ‘Friends’, and was mailed by Obama about Birth Control, Rising Education Costs.Mitt Romney mailed her about coal mining – at her parents address where she no longer lived or voted. In Roanoke.
  • Mitt Romney mailed her about coal mining – at her parents address where she no longer lived or voted.
  • In summary, what can we learn from the Obama campaign? You can do a lot when you have a lot of money!!!!
  • DM is effective but in tandem with e-media, Facebook and email.Lastly, this has been a story about retention. Retention of office through retention of support. Loyalty
  • Tom Ahern in “How to write fund-raising materials” In 2008 according to a BA Trust Study, 38% of high net donors stopped donating. 57% of them said it was because they didn’t feel personally connected. Ironically, many charities are too rational.
  • Inside out communicationMartin Luther King started from the inside…
  • Transcript

    • 1. LoyaltyNeeds great stories
    • 2. Who is this person?
    • 3. On the subject of faithful friends
    • 4. Heaven
    • 5. Brands need values
    • 6. Loyalty over time
    • 7. What are its values?
    • 8. What does it offer?
    • 9. A call to action
    • 10. New rules of communication
    • 11. A digital heart
    • 12. Give back
    • 13. New media
    • 14. Personalised – 11 times
    • 15. Segmentation strategies
    • 16. Social media
    • 17. Cool things you could do
    • 18. It worked
    • 19. 2012 started in 2011
    • 20. Inclusive
    • 21. Even more social media
    • 22. Loyalty of the volunteers
    • 23. Are you in?
    • 24. VoteBuilder
    • 25. Direct Mail
    • 26. Direct Mail
    • 27. Single issue topics
    • 28. A voter’s story
    • 29. Who cares about coal?
    • 30. Learnings
    • 31. Other Learnings• Share beliefs• Data is key• Don’t ask for too much• Mail is effective• In tandem• Retention
    • 32. NFP • To be recognised • Feel good • Be inspired • Be part of something • Be asked • Be told they have been heard
    • 33. Simon Sinekhttp://www.youtube.com/watch?v=qp0HIF3SfI4
    • 34. Cesviamo
    • 35. RNLI
    • 36. Back to Tom • People want: • To be recognised • To feel good • To be inspired • To be part of something • To be asked • To be told they have been heard
    • 37. Thank you

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