Webinar: engaging donors and activists on social media with Attentive.ly

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  • Hi, welcome to How to Engage your activists and donors on social media…
  • The intention here is to offer some actionable insights and ideas, specifically for engaging your existing supporters and donors on social media. I will use Attentive.ly a lot in my examples but my goal here is not to demo the software – we will happily setup a demo for you separately – it’s to give you some ideas and examples you can take and apply to your work and thinking right away. (review agenda)
  • M+R Benchmarks study showedbig drops, just in last year in response rates – A lot of this just boils down to common “email overload” – people have too much in their inbox. They’d rather interact on social media where they control the pace, it’s more interactive, they can talk about what they’re interested in, rather than have content “pushed” to them… And in case you still aren’t sure if it’s a long term trend: YOUTH = SOCIAL -- 15-35 who think email is being replaced by txt and social = 56%
  • Meanwhilethere’s big growth on social media engagement, But still far behind email.Why? Rational choice leads to overspending on email, since it has higher ROI. But continuing on that path leaves an org falling behind on social media, multi-channel engagement.
  • How it works:Target messages based on… interest – who is talking about a particular topic;influence – Klout score or Twitter reach; network – where they are posting; demographics, location and more. And leverages the huge amount of social data available on your customers to maximize your response rates on email. Analyze customer content… trending topics, popular websites; search user content across networks;identify influencers, evangelists, and customers talking about your brand or industry.
  • From the Datasift/bitly report – this is the more common case, and what you’re trying to leverage with most social actionsSocial action = ask people to do something where the “action” is on Twitter or Facebook or Pinterest or Youtube or Vine or LinkedIn whatever SN you’re leveraging As with any other action, the key is to find the medium where the DM can be moved + supporters have leverage there.Twitter is particularly good for this. FB a close second.
  • 1 - SEIU Twitter push during debates2 - SEIU Twitter push Potifex – led to 60 MSM hits
  • When ONE asked its members to send their vaccines message to the White House on Twitter, more than 2,300 ONE members and advocates posted their Twitter message on our national map.Overall, more than 3,200 messages were tweeted. These were tweets from everyday activists like you who wanted @whitehouse (The White House’s official Twitter handle) to get the message that we’re serious about their pledge to fund vaccines that could save up to four million children. The best part? It worked. The White House listened and pledged $450M for vaccines at GAVI.
  • Worked w NRDC to create an app that would post right on Members’ FB Pages with one click. Found the people on their list talking about the topic and targeted them with FB messages and Tweets.Promoted to their folks on FB.Had one of their best response rates out of the gate for actions on FB – viral components built in.On the DM side, a little less public, less effective than Twitter – but more public than email petitions – plus public on the user-side so automatically shared with friends.
  • Part of the shift here is moving from thinking of your list as one mass, to individuals with different talents and powers to bring to the table. For the mass of people on your list, signing a petition and sharing it with a few friends makes sense. But a handful of people have the power to reach millions. Most lists of more than a few thousand have a handful of these influencers. Influential = Klout >50Datasift and Bitly recently did an experiment with a microsite where they shared some content to see how far it would travel when different people shared it. This is an extreme case, but it makes a point.On some of our customer lists, we’ve discovered: Ann Curry, TMZ guy, Douce (blogger), Al Franken
  • For example holding a fundraiser in WDC – filter by location
  • You can them DM or even email and call them, ask them to cohost the fundraiser or event. Easy way to tap their network:Create a FB eventAdd them as cohostAsk them to invite everyone in their local network, then share on FB/TwitterDo that with 10 people in a city and you probably have 1000 invites in that city
  • Imagine you hit “send” and then left the office and went to a cocktail partyYou stumble upon clusters of people talking about related topics – how the issue affects them, their kids, etcHow would you engage them?
  • Enviro Health case
  • One of the first things we did was create a stats page…Wanted to give life to the list, show that it’s real people with talents and habits and a voice.If you’re used to an ERM, then this can be a real eye opener.Our little internal list of 10K – mostly professional contacts of mine – reaches 27MM just in their first-degree social network. And they’re pretty talkative. Our “influencers” are mostly political bloggers.
  • Right now, you probably rely on open and click through rates to figure out whether you’ve got the ask right – which issue resonates most? How should we talk about it? Funny? Serious? Tied into other happenings in the world? Or is it already top of mind? Some orgs have gotten really creative about keeping their finger on the pulse…MoveOn does a rotating survey of 1/365th of members/dayMy colleague Ben Brandzel used to call a few members randomly every dayBut now the data is there, analyzable and searchable
  • In many cases the discussion is narrower than: what do people care about generally.You want to know *relative* interest in a topic. With WTs you can track that…

Transcript

  • 1. HOW TO ENGAGE YOUR ACTIVISTSAND DONORS ON SOCIAL MEDIA
  • 2. Who are we? Roz Lemieux Co-Founder, CEO - 14+ yrs digital exp - MoveOn “Geek Organizer” - Executive Director, NOI - Co-Founder, Fission - Campaigns & Elections 2012 Innovator
  • 3. What are we up to? Attentive.ly shows you what the influentials on your email marketing list are buzzing about on social media. Our Mission Turn static email lists into vibrant online communities of brand evangelists.
  • 4. What’s on the Agenda?1. Big Picture: Email  Social2. Social Actions3. Engaging Influentials4. After You Hit Send5. Daily Habits6. Getting to Know Your List
  • 5. THE BIG PICTURE
  • 6. The Problem: Email Churn Up, Response Down
  • 7. The Problem: Orgs Lagging on Social Media
  • 8. The Solution: Integrated CommunicationsAttentive.ly starts with known high-value users: Your opt-in email list members… Expand email relationships to socialIdentify influencers, message based on Twitter & Facebook posts. Target email based on social activity
  • 9. SOCIAL ACTIONS
  • 10. The Power of Influentials
  • 11. Case Study: SEIU "I just wanted to let you know that our pilot campaign using the Twitter matched emails far exceeded our expectations. The email blast that we sent out generated over 500+ tweets and yielded our highest action rate in the past 12 months.” David Norton, Online Advocacy Manager SEIU
  • 12. Case Study: ONE David Norton, Online Advocacy Manager SEIU
  • 13. Case Study: NRDC David Norton, Online Advocacy Manager SEIU
  • 14. ENGAGING INFLUENTIALS
  • 15. The Power of Influentials
  • 16. Find influentials on your list sorting by Klout score
  • 17. Target by location for events, fundraisers
  • 18. Click through to top members’ profiles to vet them.
  • 19. AFTER YOU HIT SEND
  • 20. BPAExample – Search for related keywords like “BPA”.
  • 21. Sort by Klout. Ask influentials to RT your action. Engage.
  • 22. Download the list. Email suggested Tweets and posts.
  • 23. Case Study: Momsrising “We searched our supporters’ Tweets and Facebook posts to find out who really cared about environmental health. We then asked those members to commit to 3 Tweets per day or 1 Facebook post per day during the campaign. We had 100% conversion. Everybody we reached out to was super excited to be part of the campaign.” Sarah Francis, Momsrising Campaign Director
  • 24. DAILY HABITS
  • 25. SOCIAL DATA: KNOW YOUR LIST
  • 26. Stats show your members’ reach and presence, when they’reactive, and puts a face to your top influencers.
  • 27. See trending topics, #hashtags, images, videos, and links.
  • 28. The Dashboard shows what’s on supporters minds.“Watched Terms” chart shows interest over time in key topics.
  • 29. Q&A
  • 30. contact us@ATTENTIVE_LYROZ@ATTENTIVE.LYARTIE@ATTENTIVE.LY