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Make your data talk NetrootsNation 2014 - austen levihn-coon

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Netroots Nation 2014 presentation on understanding data and making it actionable

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Make your data talk NetrootsNation 2014 - austen levihn-coon

  1. 1. MAKE YOUR DATA TALK AUSTEN LEVIHN-COON CHIEF INNOVATION OFFICER FISSION STRATEGY And understand what it says 7/25/20 14 @AUSTENLC #NN14DATA
  2. 2. Austen Levihn-Coon Chief Innovation Officer, Fission Strategy @AustenLC Austen Levihn-Coon specializes in helping non-profits leverage emerging innovations in communications technology, social media, multimedia and mobile to win advocacy campaigns. He has a background in grassroots campaigning and social movement theory, both of which contribute to his current work at Fission Strategy overseeing the strategic design, development, and implementation of online campaigns, social media apps, websites, and infographics. ABOUT ME // INTRODUCTION 7/25/20 14 @AUSTENLC #NN14DATA
  3. 3. ABOUT FISSION // OUR CLIENTS 7/25/20 14 @AUSTENLC #NN14DATA
  4. 4. • What’s Possible • The Value of the Data You Have • Systems Setup • Training & Culture • Getting to Know Your Supporters • Reporting & Dashboards • Sending the Right Message to the Right People • Augmenting Your Data • Q & A SNEAK PEAK 7/25/20 14 @AUSTENLC #NN14DATA
  5. 5. CASE STUDY: MOMSRISING & ATTENTIVE.LY • Social Listening • Message segments based on recent terms used • Cross platform comms • Only message the people talking about your issue 7/25/20 14 @AUSTENLC #NN14DATA
  6. 6. • Identify influencers, make high-bar ask • Get 100% response rate CASE STUDY: MOMS RISING & ATTENTIVE.LY 7/25/20 14 @AUSTENLC #NN14DATA
  7. 7. • Increase Engagement • Increase Actions & Donations • Identify Influencers VALUE OF THE DATA YOU HAVE 7/25/20 14 @AUSTENLC #NN14DATA
  8. 8. GETTING STARTED Cost/Benefit Analysis of Data System Clean-Up • Will it save you time? • Will it save you money? • Will it work if you don’t automate the systems? • What are your biggest pain points? 7/25/20 14 @AUSTENLC #NN14DATA
  9. 9. SYSTEMS SETUP: HOW DO YOU DO IT? The Basics • CRM of Record • Import all your data! • Establish overwrite rules 7/25/20 14 @AUSTENLC #NN14DATA
  10. 10. INTEGRATIONS • Export/Import • Syncs 7/25/20 14 @AUSTENLC #NN14DATA • API’s • Working with service providers • How do you manage multiple data sources?
  11. 11. SYSTEMS SETUP: HOW DO YOU DO IT? Basic Infrastructure • Using Source Codes: Google URL Builder! • Tagging Actions by Issue and Type • Referral Parameters 7/25/20 14 @AUSTENLC #NN14DATA
  12. 12. SYSTEMS SETUP: HOW DO YOU DO IT? Advanced systems: • Data Mapping • Priorities: integrate 1-by-1 • Scoping & Budgeting 7/25/20 14 @AUSTENLC #NN14DATA
  13. 13. CULTURE EATS STRATEGY FOR BREAKFAST • Make your life easier! • Ongoing Training • Not in the system? Didn’t happen. 7/25/20 14 @AUSTENLC #NN14DATA
  14. 14. • Send the right message to the right people • Sort your supporters based on: • Action History • Issue Area • Donations • Bloggers • Send Customized Messages DATA ANLYSIS & SEGMENTATION 7/25/20 14 @AUSTENLC #NN14DATA
  15. 15. REPORTING & DASHBOARDS • Set up your dashboards • Set up email reports • Check it every day 7/25/20 14 @AUSTENLC #NN14DATA
  16. 16. AUGMENTING YOUR DATA • Self-segmenting • Data appends • Social Listening • Tracking Actions on Your Website 7/25/20 14 @AUSTENLC #NN14DATA
  17. 17. 3RD PARTY DATA SOURCES • Income • Age • Demographics • Party affiliation • Voting records • Interest areas 7/25/20 14 @AUSTENLC #NN14DATA
  18. 18. MAKE IT EASY: MARKETING AUTOMATION • CRM: Welcome Series • CMS: Serve content based on marketing data/cookies/past actions • Social Media: Automated DMs 7/25/20 14 @AUSTENLC #NN14DATA
  19. 19. CASE STUDY: EVERYTOWN • Track Activity on Your Website • Use User ID’s & URL parameters • Track: • Social Shares • Report Downloads 7/25/20 14 @AUSTENLC #NN14DATA
  20. 20. Q&A @AustenLC #NN14DATA 7/25/20 14 @AUSTENLC #NN14DATA

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