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BUILDING AN ACTIVIST LIST
This is me.  Roz  Lemieux. I am a partner at Fission Strategy. You can learn more about us at: www.FissionStrategy.com
What lists are we talking about?
<ul><li>Email Action Alert List </li></ul><ul><li>Social Networks </li></ul><ul><li>Mobile Action Network </li></ul><ul><l...
Part I: Email Alert List
1. Have a good campaign.
Ask yourself… Why me? Why now? Why this?
2. Look for “moments”.
Immigration > Arpaio Video
Moms > Mother’s Day
3. Be innovative.
Case Study: HealthyToys
Case Study: MomsVote
Case Study: Act.ly
4. Test!
Case Study: Yes/No
Case Study: First Name No first name: 0.17% donation rate First name: 0.22% donation rate Adding the first name to the sub...
Case Study: Talking Points Bullets on what to say to personalize: 6.94% action rate 28.36% emails personalized Normal (‘lo...
5. Segment.
Case Study:
6. Seek out allies.
Organizations
Organizations
Bloggers
Part II: Social Networks
1. Make the case internally.
Email Open Rates Are Declining <ul><li>According  to M+R: </li></ul><ul><li>Email open rates declined almost  63%  between...
Social Network Use Is Growing <ul><li>According  to Pew: </li></ul><ul><li>35%   of adult Internet users are social networ...
Social Network Use Is Growing Integrated Online Communications Strategy
Social Network Use Is Growing
 
2. Research your supporters.
Rapleaf Reports
Social Media Scans
Social Media Scans
2. Do the easy stuff first.
Case Study: MomsRising
Case Study: Google Groups
3. Follow these Twitter tips…
Top-secret Twitter Tips
Advocates
Journalists
Congress
Industry Leaders
 
Case Study: Twitter
3. Follow these Facebook tips…
Feed the News Feed
Status Message Saturation
Pervasive Profile Pics
Day of Action
4. Cultivate your geekiness.
Stay on top of tech news.
Learn SQL
Part III: Mobile Action Network
 
Technology
Mobile Network in Action
Part IV: Other Supporter Lists
What is modeling? You start with a  list of supporters , about whom you have some information, e.g. marketing or voter dat...
How does modeling work? Catalist Enhanced  Voter File  230,000,000 records Universe of Likely Supporters Patch-Thru Calls ...
Q & A
[email_address]
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Building an Activist List

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Building an Activist List

  1. 1. BUILDING AN ACTIVIST LIST
  2. 2. This is me. Roz Lemieux. I am a partner at Fission Strategy. You can learn more about us at: www.FissionStrategy.com
  3. 3. What lists are we talking about?
  4. 4. <ul><li>Email Action Alert List </li></ul><ul><li>Social Networks </li></ul><ul><li>Mobile Action Network </li></ul><ul><li>Other Supporter Lists </li></ul>
  5. 5. Part I: Email Alert List
  6. 6. 1. Have a good campaign.
  7. 7. Ask yourself… Why me? Why now? Why this?
  8. 8. 2. Look for “moments”.
  9. 9. Immigration > Arpaio Video
  10. 10. Moms > Mother’s Day
  11. 11. 3. Be innovative.
  12. 12. Case Study: HealthyToys
  13. 13. Case Study: MomsVote
  14. 14. Case Study: Act.ly
  15. 15. 4. Test!
  16. 16. Case Study: Yes/No
  17. 17. Case Study: First Name No first name: 0.17% donation rate First name: 0.22% donation rate Adding the first name to the subject line lifted open rates by 6%, click rates by 12% and donation rates by 30%
  18. 18. Case Study: Talking Points Bullets on what to say to personalize: 6.94% action rate 28.36% emails personalized Normal (‘low’) request for personalization: 7.65% action rate 5.50% emails personalized Giving people concrete bullets to talk to on landing page suppressed action rate by 9% and lifted personalization rate by 400%
  19. 19. 5. Segment.
  20. 20. Case Study:
  21. 21. 6. Seek out allies.
  22. 22. Organizations
  23. 23. Organizations
  24. 24. Bloggers
  25. 25. Part II: Social Networks
  26. 26. 1. Make the case internally.
  27. 27. Email Open Rates Are Declining <ul><li>According to M+R: </li></ul><ul><li>Email open rates declined almost 63% between 2004 and 2008. </li></ul>
  28. 28. Social Network Use Is Growing <ul><li>According to Pew: </li></ul><ul><li>35% of adult Internet users are social network users – up 4x from 2005. </li></ul>Integrated Online Communications Strategy
  29. 29. Social Network Use Is Growing Integrated Online Communications Strategy
  30. 30. Social Network Use Is Growing
  31. 32. 2. Research your supporters.
  32. 33. Rapleaf Reports
  33. 34. Social Media Scans
  34. 35. Social Media Scans
  35. 36. 2. Do the easy stuff first.
  36. 37. Case Study: MomsRising
  37. 38. Case Study: Google Groups
  38. 39. 3. Follow these Twitter tips…
  39. 40. Top-secret Twitter Tips
  40. 41. Advocates
  41. 42. Journalists
  42. 43. Congress
  43. 44. Industry Leaders
  44. 46. Case Study: Twitter
  45. 47. 3. Follow these Facebook tips…
  46. 48. Feed the News Feed
  47. 49. Status Message Saturation
  48. 50. Pervasive Profile Pics
  49. 51. Day of Action
  50. 52. 4. Cultivate your geekiness.
  51. 53. Stay on top of tech news.
  52. 54. Learn SQL
  53. 55. Part III: Mobile Action Network
  54. 57. Technology
  55. 58. Mobile Network in Action
  56. 59. Part IV: Other Supporter Lists
  57. 60. What is modeling? You start with a list of supporters , about whom you have some information, e.g. marketing or voter data. Then you do a short poll to a large sample of the list, to find out who is (and isn’t) a supporter. Then you create a “model” of a typical supporter . The model is a description based on the data that you have about your list – e.g. demographics, voting history, location. Then you rank how likely each person on your list is to be a supporter, based on the model. You can focus on those most likely to be supporters, so your outreach is more targeted, more efficient.
  58. 61. How does modeling work? Catalist Enhanced Voter File 230,000,000 records Universe of Likely Supporters Patch-Thru Calls Model of a Likely Activist Apply Model Universe of MOST Likely Supporters Call Congress Txt 2 Join Sign Petitions MOBILIZE
  59. 62. Q & A
  60. 63. [email_address]

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