Webinar: Reach 68x More Supporters on Social Media When You Turn Influencers into Advocates
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Webinar: Reach 68x More Supporters on Social Media When You Turn Influencers into Advocates

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Our research shows that the top 5% of most brands customer databases are influencers who have 68x more reach than your entire email list. That’s enormous potential which simply isn’t being used.We ...

Our research shows that the top 5% of most brands customer databases are influencers who have 68x more reach than your entire email list. That’s enormous potential which simply isn’t being used.We want to show you how to unlock the enormous power of your existing customer information and turn those key influencers into advocates.

In partnership with Strength In Members, our slideshare presentation will show you how to vastly extend your marketing reach using this new network-based approach.

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Webinar: Reach 68x More Supporters on Social Media When You Turn Influencers into Advocates Webinar: Reach 68x More Supporters on Social Media When You Turn Influencers into Advocates Presentation Transcript

  • 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
  • #armyofsupporters 22 What You’ll Get From This Session You 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.
  • #armyofsupporters 33 Agenda ▸Introductions ▸The Network-Centric Approach to Understanding Your Audience ▸Identifying and Targeting Influencers ▸How to Develop Promotions ▸Getting Started, Immediately
  • #armyofsupporters 44 Housekeeping Hashtag: #armyofsupporters Action Guide: www.strengthinmembers.com/guide
  • #armyofsupporters 55 Introductions Roz Lemieux CEO, Attentive.ly @rozlem www.attentive.ly Peter Genuardi Founder, Strength in Members @petergenuardi www.strengthinginmembers.c om #armyofsupporters
  • #armyofsupporters 66 About Us: Attentive.ly We work with dozens of advocacy organizations to help them understand their supporters and boost engagement.
  • #armyofsupporters 77 Supporter insights Email list segmentation Influencer engagement Real-time personalization Insights to Actions & Donations
  • #armyofsupporters 88 About Us: Strength in Members What We Do ▸Audience Development ▸Email and Social Campaigns ▸Engineering of Marketing Apps Who We Work For Who We Are We are a data-driven, digital agency, for good. We work with marketers who are making the world more compassionate.
  • #armyofsupporters 99 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
  • #armyofsupporters 1010 CRM Top 5% 68x Audience * Plus trust. Influencers Have Reach
  • 1111 #armyofsupporters A New Understanding of Consumers
  • #armyofsupporters 1212 The Lonely Consumer Approach
  • #armyofsupporters 1313 The Lonely Consumer Approach ? ? ? ? ? ?? ? ? ??? ? ? ?? Seeks to understand the present and potential value of a single consumer.
  • #armyofsupporters 1414 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
  • #armyofsupporters 1515 The Field of Dreams Approach
  • #armyofsupporters 1616 The Field of Dreams Approach ? ? ??? ? ? ?? Create and publish content that you think your audience will find valuable, then convert the to leads and supporters.
  • #armyofsupporters 1717 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
  • #armyofsupporters 1818 The Network Centric Approach
  • #armyofsupporters 1919 The Network Centric Approach Promote across media, using offers crafted for social diffusion among many small consumer networks.
  • #armyofsupporters 2020 EXPAND YOUR REACH! Promote across media, using offers crafted for social diffusion among many small consumer networks.
  • #armyofsupporters 2121 The Network Centric Approach Create social dimensions that assign recency, frequency, and monetary value to the consumer. vs
  • #armyofsupporters 2222 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
  • #armyofsupporters 2323 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
  • 2424 #armyofsupporters How & Where to Find Influencers
  • 2525 #armyofsupporters 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!
  • #armyofsupporters 2626 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 Attentive Targeting How Attentive.ly Works
  • #armyofsupporters 2727 Influencers Drive Traffic
  • #armyofsupporters 2828 The “Other 1%” Drive a LOT of Traffic
  • #armyofsupporters 2929 Getting to Know Influencers
  • #armyofsupporters 3030 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.
  • #armyofsupporters 3131 Segmenting for Content Targeting
  • #armyofsupporters 3232 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
  • #armyofsupporters 3333 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
  • 3434 #armyofsupporters Putting This All to Work
  • #armyofsupporters 3535 Create a Multimedia Lifecycle TIME VALUE Social Email Direct MailDisplay Phone Call Web MEDIUM
  • #armyofsupporters 3636 Create a Multimedia Lifecycle Multimedia Campaign Planning Workbook
  • #armyofsupporters 3737 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?
  • #armyofsupporters 3838 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?
  • #armyofsupporters 3939 The Organization Springfieldians for Niceness, Understanding, and Helping
  • #armyofsupporters 4040 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 Actio n
  • #armyofsupporters 4141 Example: Awareness Building Component 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 Actio n
  • #armyofsupporters 4242 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 Actio n
  • #armyofsupporters 4343 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 Promotions Use the AIDA formula, Map them out
  • #armyofsupporters 4444 How to Get Started NOW! ▸Plan Establish a multimedia campaign calendar ▸Put it Together Use Attentive.ly to tie your media together ▸Measure Do the best you can, carefully. Don't do anything unless you can measure it.
  • #armyofsupporters 4545 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