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SEGMENTING YOUR LISTFOR BEST PERFORMANCEJune 6, 2013
Your Guides
• Introduction• Scoring• Custom Fields• Groups• Parent/child groups• Smart groups• Group-based Content• Queries• Bio/demog...
Introduction• Segmenting requiresresearch, laying a foundation,and analysis.• Much of segmenting ispredicting the future:•...
Scoring• More than anythingelse, the Scoringpackage will allow youto target or createsegments based onquantifiedmeasuremen...
Scoring• Two parts:• A score• The „container‟ forscoring entries (can beone or more scorescombined)• Fields:• Name• Descri...
Scoring entries • A „rule‟ to score by• Reference Name• Scoring category – usually „Normal‟ but„Fixed Value‟ could be used...
Scoring • Stack multiple scoring entries to createa „super‟ segment• Scores are retroactive• Types of activities can be sc...
Reporting onScores• Queries are the best spot to determineyour higher scores.• Create smart groups – completely automated•...
Custom Fields• Custom fields are critical for definingyour audience‟s characteristics beyondwhat Salsa already offers• Dif...
Custom Fields• Apply on any Salsa page to let yoursupporters fill in, or fill them in manually• What they can‟t do• No “se...
Groups• Manage Groups• Points of entry forgroups:• Pages – optional andauto-add• Imports• Manual• Smart Groups
Parent/ChildGroups• Covered yesterday!• But in case youmissed it…
1. Make sure you have a parent(or „master‟) group. In thiscase, we‟ll choose “BlimpRights”.2. Now figure out which groupsa...
Two Tips to Keep in Mind1. Nest as much as you want!2. Membership in a groupdoesn‟t automatically„cascade‟ up or down – bu...
Smart Groups• Automated groups thatruns a query once a day;the results of the querypopulate the group.• A „greedy‟ smart g...
Group / segmentperformance inemails• In your email blastsummary, you can viewhow individual groupsperformed with regards t...
Group-basedContent inemails• Covered yesterday,but we‟ll show youhow to edit the codeand expand thepossibilities.
• In the Content tab of theemail blast workflow, placeyour cursor where you wouldlike to add segment-specificcontent.• Ope...
Click the Insert Content button tohave the content inserted in youremail blast.
Dynamic content code1. <? vargroupList=supporter.getObjects(groups);var groups=new Object();for each (g ingroupList){group...
Queries• Best way to report onanything to do withyour supporters• Save your queries andcome back to them• Stacking conditi...
Queries:Operators• Equals / does not equal – used forexact values• Less than / greater than – withdates, < is before, > is...
Bio/Demographic Queries• Within postal region• Legislative district• City/state/zip (use with“Is in list”)• Group membersh...
Advocacy &Donationqueries• Action history – Did the supporterparticipate or not participate in aspecific set of actions?• ...
Event history,email history &statistics• Event History• Email history• Was / was not targeted by a blast or any in a setof...
• Join us Friday between 2:00 and 4:00 ET for aspecial edition of “Office Hours”• Visit Doodle Poll at http://bit.ly/train...
Evaluation
THANK YOU!
Technology session - Segmenting Your List for the Best Performance
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Transcript of "Technology session - Segmenting Your List for the Best Performance"

  1. 1. SEGMENTING YOUR LISTFOR BEST PERFORMANCEJune 6, 2013
  2. 2. Your Guides
  3. 3. • Introduction• Scoring• Custom Fields• Groups• Parent/child groups• Smart groups• Group-based Content• Queries• Bio/demographic data queries• Advocacy & Donation related queriesAgenda
  4. 4. Introduction• Segmenting requiresresearch, laying a foundation,and analysis.• Much of segmenting ispredicting the future:• What groups will beimportant to us,immediately or a year fromnow?• What metrics do we thinkwill inform our work?• This webinar will focus on thatfoundation and analysis.
  5. 5. Scoring• More than anythingelse, the Scoringpackage will allow youto target or createsegments based onquantifiedmeasurements ofengagement.
  6. 6. Scoring• Two parts:• A score• The „container‟ forscoring entries (can beone or more scorescombined)• Fields:• Name• Description• Status• Scoring entries
  7. 7. Scoring entries • A „rule‟ to score by• Reference Name• Scoring category – usually „Normal‟ but„Fixed Value‟ could be used to tally totaldonations• Object – can be hard to decide which!Feel free to contact support@• Multiplier – points per ___ (such asaction taken, donations made, etc)• Expiration – not to be mixed up withhalflife; after this amount of time, thepoint value will reduce to the minimumvalue. Should scores reset after a year?Then 365.• Minimum value – as a score „decays‟because of halflife or expiration, this willbe the „floor‟ of the score• Halflife – less sudden than expiration,the score will decrease incrementally –after X days, the score will decrease byhalf.The bolded entries on the right are theonly required fields for a completescore.Common objects –Supporter - award points to supportersfor signing up to your list in the firstplace. Consider pairing this with a quickexpiration time, like 10-60 days. Someorganizations consider new supportersto be at an inherently high level ofengagement.Donation - award points for eachdonation made (regardless of the size ofthe gift)Supporter Action - award points foreach online activism action taken(petitions and targeted advocacycampaigns, including write-your-repactions)Supporter Event - award points foreach event registered for.
  8. 8. Scoring • Stack multiple scoring entries to createa „super‟ segment• Scores are retroactive• Types of activities can be scored;individual campaigns/pages cannot.• Read more here:• https://wfc2.wiredforchange.com/o/8001/images/Target%20Your%20List%20and%20Engage%20Supporters%20with%20Scoring.pdf• https://wfc2.wiredforchange.com/o/8001/images/How%20to%20Setup%20Scoring%20in%20Salsa.pdf• https://wfc2.wiredforchange.com/o/8001/images/Salsa%20Scoring%20FAQs.pdf
  9. 9. Reporting onScores• Queries are the best spot to determineyour higher scores.• Create smart groups – completely automated• Use in targeting
  10. 10. Custom Fields• Custom fields are critical for definingyour audience‟s characteristics beyondwhat Salsa already offers• Different types –
  11. 11. Custom Fields• Apply on any Salsa page to let yoursupporters fill in, or fill them in manually• What they can‟t do• No “select all that apply” or “ranking”options• Right now, they only apply toSupporters, not other types (Donations,Events, etc.)**• Use them in queries, or merge them intoemails• When merging intoemails/autoresponses, use the APIname in [[merge brackets]] from the listof fields
  12. 12. Groups• Manage Groups• Points of entry forgroups:• Pages – optional andauto-add• Imports• Manual• Smart Groups
  13. 13. Parent/ChildGroups• Covered yesterday!• But in case youmissed it…
  14. 14. 1. Make sure you have a parent(or „master‟) group. In thiscase, we‟ll choose “BlimpRights”.2. Now figure out which groupsare the children (orsubgroups) to the parentgroup: “Blimp Activists”,“Blimp Donors” and “BlimpNewsletter.”3. Click on the name of a childgroup, and then navigate tothe Information tab.4. In the Choose Item Parentdropdown, select your parentgroup, then click Save.5. Repeat for each of the othergroups that should be nestedunder the parent.
  15. 15. Two Tips to Keep in Mind1. Nest as much as you want!2. Membership in a groupdoesn‟t automatically„cascade‟ up or down – butyou can create a SmartGroup which looks formembership in one of theparent/child groups.
  16. 16. Smart Groups• Automated groups thatruns a query once a day;the results of the querypopulate the group.• A „greedy‟ smart group iscumulative – if a supporterstops meeting the queryresults, they‟ll still show up.• Can‟t manually addsupporters.• Not retroactive – getthese set up and runningsooner rather than later!
  17. 17. Group / segmentperformance inemails• In your email blastsummary, you can viewhow individual groupsperformed with regards tothe email.
  18. 18. Group-basedContent inemails• Covered yesterday,but we‟ll show youhow to edit the codeand expand thepossibilities.
  19. 19. • In the Content tab of theemail blast workflow, placeyour cursor where you wouldlike to add segment-specificcontent.• Open the Add dynamiccontent… dropdown andchoose the “GroupMembership” option.• Select the group whichshould see the customcontent, and then write bothyour custom content and the“otherwise” content for non-members.• Click Generate Script to seethe SalsaScript which will beinserted into the email.
  20. 20. Click the Insert Content button tohave the content inserted in youremail blast.
  21. 21. Dynamic content code1. <? vargroupList=supporter.getObjects(groups);var groups=new Object();for each (g ingroupList){groups[g.groups_KEY]=true;}2. if (groups[120952]!=null){?>donor test<?3. }else if (groups[120953]!=null){?>suppress test<?4. }else{?>otherwise<?}?>Description1. This code lets Salsa know whatwe‟re generally doing here. Nothingto change.2. Our first group selection. To changethe group, enter the key number inthe brackets and apostrophes –[„nnnnn‟]. The text we want todisplay goes in between ?> and <?3. For each additional group optionyou‟d like to add in, you use else if,but everything else stays the same.4. For your final, non-group text, thereis the else content.Dynamic Content code
  22. 22. Queries• Best way to report onanything to do withyour supporters• Save your queries andcome back to them• Stacking conditionswith AND / OR options
  23. 23. Queries:Operators• Equals / does not equal – used forexact values• Less than / greater than – withdates, < is before, > is after• Like / not like – must be used with% wildcard. Used to find a portion oftext/numbers (as opposed toexactness of “Equals”).• Is empty / not empty – used to findsupporters who have an empty field,or where a field has some data in it• Is in list / is not in list – used to findmatches for multiple selections.Syntax is to separate each value byonly a comma (dog,cat,bird not dog,cat, bird)
  24. 24. Bio/Demographic Queries• Within postal region• Legislative district• City/state/zip (use with“Is in list”)• Group membership –different “and/or”behavior!• Custom fields
  25. 25. Advocacy &Donationqueries• Action history – Did the supporterparticipate or not participate in aspecific set of actions?• Donation history –• Total amounts, > or <• Single donation amounts, > or <• Donation date, before or after• Has attempted to / never attemptedto donate• Has or has not donated• Has/has not made a recurringdonation• Count of donations > or < a certain#, between a specific date• Amount of donations > or < acertain #, between a specific date• Donated on a specific page, ordonated elsewhere
  26. 26. Event history,email history &statistics• Event History• Email history• Was / was not targeted by a blast or any in a setof blasts.• Email status• Who all reached a certain status (send failure,sent, opened, clicked) for a specific email / set ofemails• Email statistics• Cumulative statistics for how a supporter hasinteracted – number of emailssent/opened/clicked (with > or < operators),• Run conditions on last open or click – specificdate, before or after a certain date, etc.
  27. 27. • Join us Friday between 2:00 and 4:00 ET for aspecial edition of “Office Hours”• Visit Doodle Poll at http://bit.ly/training-office-hours to sign up for your personal 20 minutesession• Talk through your unique segmentationquestions• Do (or at least glance at) your HOMEWORKto get the most out of this opportunity!“Segmented” Office Hours
  28. 28. Evaluation
  29. 29. THANK YOU!
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