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Woc Presentation Final (Groundwire)



Model of Engagement presented by Shawn Kemp and Drew Bernard at Web of Change, 2009

Model of Engagement presented by Shawn Kemp and Drew Bernard at Web of Change, 2009



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    Woc Presentation Final (Groundwire) Woc Presentation Final (Groundwire) Presentation Transcript

    • TECHNOLOGY & TRUE LOVE Integrated Engagement Tracking Drew Bernard & Shawn Kemp
    • 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
    • OUR CLIENTS State-based, Regional & National Social Change Organizations
    • ENGAGEMENT  RELATIONSHIPS Engagement is the fuel of lasting, productive relationships.
    • ENGAGEMENT PYRAMID Traditional Outreach Word of mouth
    • ONLINE ENGAGEMENT Twitter YouTube MySpace Flickr Tabling Blog FriendFeed Phone Activism Micro- In-Person bloggin True Love Requires Engagement Social Online Media The act of holding one’s attention. Activism Website Events Inducing Volunteer one to participate and take Ops Wiki action. Social Media SMS Collaboration Email Lists el.icio.us Email Space AboutU ??? ??? ??? ??? ???
    • IF A TREE FALLS IN A FOREST? Track – Measure- Use
    • IF A TREE FALLS IN A FOREST? Reaching Out Pulling In Personalized Learning More Constituent Relationship Management (CRM)
    • Outreach Followers Supporters Organizers Leaders
    • REACHING OUT Outreach Word of Mouth Email Flickr Blogosphere (FOF) Media Twitter Direct Mail Phonebank YouTube PR Events & Canvassing Tabling
    • INSPIRING FOLLOWERS Followers Word of Mouth Email Flickr Action Alerts (FOF) Drip Newsletter Campaign Website Events YouTube Twitter Blog
    • EMPOWERING SUPPORTERS Supporters Membership Activism Phone, Letters YouTube Drip Campaigns Donations Petition, etc Online Events Blog Website House parties Newsletters Discussions Rallies, etc. Volunteering Twitter Website SMS
    • COORDINATING ORGANIZERS Organizers Membership Activism YouTube Personal Donations Phone, Letters Contact Petition, etc Their Social Online Collaboration Events Places/Blog Discussions Space House parties Newsletters Rallies, etc. Volunteering Phone Banking Twitter Website SMS Etc.
    • CULTIVATING LEADERS Leaders Staff, Board Personal Spokes People Contact Advisors Activism Online Collaboration Phone, Letters Discussions Space Petition, etc Events Membership House parties Donation Rallies, etc.
    • Outreach Followers Supporters Organizers Leaders Data Captured Data Captured Data Captured Data Captured -Name & Contact Activities Activities Activities -Source Campaign -Events Attended -Events Participated -Events Participated -Date -Email responses -Donations -Event Organized Danger! -Issues -Website usage -Advocacy activities -Donations -Location -Social media -Volunteer Activities -Advocacy activities -Activity Participation -Sharing with friends -Volunteer Activities -Demographics Campaign Associated User Submitted -Sharing with friends -Psychographics -Dates -Quotes -Recruitment of -Channel -Issue -Polls Friends -Permissions -Location -Photos User Submitted -Activity -Videos -Quotes -Demographics -Articles -Polls -psychographics Data enhancement -Photos Data enhancement -Social graph -Videos -Address/location -Facebook & Twitter -Articles -organizational -Blog Data enhancement affiliations -Etc… -Social graph -Facebook & Twitter -Blog Suddenly, we can create quantifiable -Etc… goals for our outreach and cultivation efforts
    • MONITORING OUTREACH Outreach • Public awareness • Media exposure • Website traffic • Conversion to contactable
    • MONITORING FOLLOWERS Followers • Repeat visits • Email Response • Subscribers • Commenters
    • MONITORING SUPPORTERS 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
    • MONITORING ORGANIZERS 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
    • MONITORING LEADERS Leaders • Personal Contacts with Org SF Actions DB Leadership • Contributes to vision and direction • Renewal rates for donors/members • Serves as formal spokesperson for organization or cause
    • OEC’S CLIMATE COOLERS • 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."
    • OUTREACH • 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?
    • CULTIVATION EFFORT Goals: • Move to Participate • Frame OEC as a resource. Strategy: Provide salient action that begins to help recipient use their voice. Results: Click Click Open Through Sent Opens Throughs Rate 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.