SlideShare une entreprise Scribd logo
1  sur  82
Télécharger pour lire hors ligne
“You’ve Got a Sizable
Email List and Lots of
Fans on Social Networks
…Now What?”
Integrating Social Marketing
     & Direct Response
Peter Genuardi, SpotRight

 Heather Shelby, EDF

    Justin Perkins, Care2

                  @Care2Team #C2Webinar
this webinar is
being recorded

  The webinar will be available after the event on
  http://www.frogloop.com -- Care2’s Nonprofit
  Marketing & Fundraising Blog

  Visit http://www.frogloop.com/webinars for free
  recordings of past webinars

  Tweet the webinar using hashtag: #C2webinar
about

Citizens use Care2 for:

    Starting or signing petitions
                                    Nonprofits use Care2 for:
    Volunteering

    Donating $                         Recruiting Donors & Supporters

    Spreading news
                                       Traffic/Branding/Awareness
    Commenting on blogs

    Starting group (organizing)        Advocacy

    Joining nonprofits                 Building Facebook fan base
What? Care2 was one of the first
   social networks in 1998?
  An individual who joins a Care2 Group is
  2-3x more likely to sign a petition

  An individual who posts in a Group is 60x
  more likely to sign a petition
“milk it”

Definition:
 1. to make the best of a situation.
 2. an abbreviated version of “milk it for all it’s
 worth”
 3. a really scary Nirvana song from the ’90’s
 4. etc…
Two more reasons you might
want to listen carefully to the
  rest of this presentation
Super Fans
New Belgium Brewery discovered that
their Facebook Fans correlated to about
50% of their $100MM in revenue

         http://ow.ly/bTgWk
(See #c2webinar or @elperko on Twitter)
SuperActivists
1Sky did a social media data append on
their email file recruited from Care2 and
found higher than normal concentration of
“superactivists” as measured by Offline
Precinct Captain Recruitment

          http://ow.ly/bTk1I
(See #c2webinar or @elperko on Twitter)
Why expecting fundraising from
          Facebook vs. email
          just might be dumb
•M&R helped Save Darfur raise
$415,000 via email series to about 1
Million supporters in 10 Days

•Over 1 year on Facebook Causes,
Save Darfur raised $28,000 from nearly
1 million “friends”.
~ 3 cents per friend

http://ow.ly/bTm7S

(See #c2webinar or @elperko on
Twitter)
Socialnetworkcalculator.com
 Estimate ROI of staff time in Social
 Media for recruitment and direct
 response vs. email

(See #c2webinar or @elperko on Twitter)
But integrating “The List”is
           long-term smart
              Email list                  Phone list




direct mail                                              Social
    list                                                 media
                                                       “friends”


                           Mobile phone
                                list
How I’d “milk it” if I were you
Email: highest Return On Investment and
main driver of direct response - both
fundraising and advocacy
Twitter: align with key influencers, mavens &
“sneezers”
Facebook: get to know your Fans &
SuperFans
LinkedIn: map your professional network &
find links to power, influence, major donors
Everthing I just said…
 Is useless if you don’t tell great stories and
 make your followers the heroes…

Excellent story tellers:
@charitywater
@invisibleshoes
@freerangestudio (must read: Story Wars)

    (See #c2webinar or @elperko on Twitter)
One-to-One Social Marketing




Ten Ways that Direct Marketers Can
Integrate Their Email and Social Marketing
Presented by Peter Genuardi                       @petergenuardi #C2Webinar
Challenges for us as Direct Marketers

With new media, come new challenges for
social marketers to engage constituents.
1. The Playing Field Is Shifting at an Increasing Pace

2. Consumer Data Gets Bigger and Unwieldy

3. Measuring Social’s Impact on Direct Response has
   been a HARD at Best

4. Beating the Joneses is Tougher then Ever


                                      @petergenuardi #C2Webinar
The Payoff for Integrating Social and Email

Integrating social & email can help us solve
fundamental direct marketing problems.
1. Performance: Develop more relevant, better performing
   campaigns.

2. Quantify: Assign value to your social media followers.

3. Acquisition: Create a larger social media audience; seek
   parity with other media.

4. Value: Improve lifetime monetary and engagement value
   of social constituents.

                                        @petergenuardi #C2Webinar
#1: Get a Social View of Your Audience

A social view of our email constituents gives
us an unprecedented look into their lives.

What to Look For




                                                       Credit: Flickr Sara Riegler
Where are they?
Number of networks

What do they look like?
Demographics, connections

Are they affecting behavior?
Reach, impact, relevance
                                @petergenuardi #C2Webinar
What Does That Look Like?

    RFM
  VALUE



  SOCIAL
MARKERS




   DEMO-
GRAPHICS


                             © SpotRight 2012
Social Discoverability

We’ll never know everything that our
constituents do, nor everywhere they are.

Why the heck not?
Different Emails




                                                         Credit: Flickr Paul Hudson
Different Purposes

API Reliability
APIs Come And Go

Privacy Preferences
We All Have Different Settings

                                 @petergenuardi #C2Webinar
Social Match Rates: Across the Web

Social match rates are a function of your
audience discoverability & network size.
Here’s What We See

Any Network   50% to 60%




                                                      Credit: Flickr Fab joue en Lego
Facebook      40% to 50%
Twitter       10% to 20%
LinkedIn       3% to 7%
Klout          5% to 10%
Google+        1% to 2%
MySpace        4% to 6%
Pinterest          0%
                              @petergenuardi #C2Webinar
Social Match Rates: Care2 Members

Care2 Members tend to be HIGHLY social
compared to the average bears.

Here’s What We See On a Recent
Sample of Care2 Members

              Rate   Index
Any Network   72%    131
Facebook      68%    136
Twitter       31%    207
LinkedIn      2%     40
Klout         8%     160
n = 10,000                       @petergenuardi #C2Webinar
Consumer Profiles: Care2 Members

Care2 Members tend to be young, wealthy,
family-oriented and more likely to give.




 n = 10,000                  @petergenuardi #C2Webinar
Listen to YOUR Constituents

Targeted listening lets you take a giant leap
toward the moment a decision is made.

How to Get There
  1. Establish the connection




                                                        Credit: Flickr Toy Master
  2. Listen for life events
  3. Send an offer




                                @petergenuardi #C2Webinar
#2: Define Relevant Influence

Popularity is the least useful dimension of
influence to your organization.
Dimensions of Influence
You Should Care About




                                                        Credit: Flickr Sad Old Biker
1.   Relevance
2.   Impact
3.   Reach
4.   Popularity




                                @petergenuardi #C2Webinar
#3: Truly Integrate Social and Email

A social view of consumers is the foundation
of integrated social-email marketing.

Do More for Those
Who Already Love You




                                                               Credit: Flickr Kalexanderson
You’ll Need to Know Who:
1. Opts into a direct medium
   (i.e. email, mobile, direct mail)
2. Is on Twitter
3. Follows you on Twitter
4. Doesn’t follow you on Twitter
                                       @petergenuardi #C2Webinar
Quantifying the Email to Twitter Overlap

At best, the overlap between your opt in email
list and Twitter followers in TINY.




  Opportunity? ~150,000 new Twitter Leads for FREE!
                                    @petergenuardi #C2Webinar
#4: Leverage Social for Segmentation

Build “power segments” of your audience
driven by social, value & demo attributes.

Name Your Jedi Knights




                                                        Credit: Flickr Lego.Skrytsson
1.   Most Connected
2.   Most Valuable
3.   Influencers
4.   Demographics
5.   Lifestyle/Giving Profile




                                @petergenuardi #C2Webinar
#5: Influencers as Campaign Vanguards

Use influencers EARLY in a campaign to
drive earned media and viral conversions.

Consider the Offer,
Comrades.




                                                    Credit: Flickr Dunechaser
1. Exclusivity
2. Tangible Value
3. Rich Media Focused




                              @petergenuardi #C2Webinar
#6: Improve Online Ad Content

A better understanding of your audience
*should* lead to content that converts better.

How Well Do Your Ads
Speak to People?




                                                        Credit: Flickr Kalexanderson
1. Theme
2. Copy
3. Imagery




                                @petergenuardi #C2Webinar
#7: Improve Online Ad Targeting

When you know who and where people are,
you can meet them where they are.

Where Are You Placing Ads?




                                                          Credit: AmazingBrickCreations.com
  1.   Social Network
  2.   Keywords
  3.   Geography
  4.   Demographics




                                  @petergenuardi #C2Webinar
#8: Listen to Remarket, Upsell, Cross Sell




                                        © SpotRight 2012
#9: Listen to Improve Programs

General feedback is nice, but feedback from
YOUR constituents is way more valuable.

Seek Feedback VIA
Social Content




                                                         Credit: Flickr 713 Avenue
1. Identify a valuable segment
2. Grab their social content
3. Look for keywords associated
   with your programs
4. Mine for trends


                                  @petergenuardi #C2Webinar
Listen for Adjacent Trends




                             @petergenuardi #C2Webinar
#10: Use Influencers for PR

Look into your own audience for people who
can support your public relations.

Affinity is a given.
Now it’s ok.




                                                     Credit: Flickr Lego27Bricks
Just find the Popular Kids.

1. Klout Score
2. Twitter Followers
3. Relevant Influence



                              @petergenuardi #C2Webinar
#11 (bonus): Prospect New Leads

If you’ve got free time on your hands to DM
people, find some relevant, likely leads.

Find people with affinity.




                                                       Credit: Flickr scochransplo
1. Find people with affinity.
2. Find popular people.
3. Find people with affinity.




                                @petergenuardi #C2Webinar
Get Busy, NOW!

Here’s what I’d do in the next 30 days.

1. Profile your audience.

2. Find the Twitter to Email overlap.

3. Define your Power Segments.

4. Test.
                               @petergenuardi #C2Webinar
Contact Info

               Peter Genuardi
               www.spotright.com
               peter@spotright.com
               twitter.com/petergenuardi
               (303) 351-2746
EDF’s Membership Approach to
Social Media
First up: Facebook
First up: Facebook
• Building our Fan Base
First up: Facebook
• Building our Fan Base
  – Reaching out to pre-existing global warming groups.
First up: Facebook
• Building our Fan Base
  – Reaching out to pre-existing global warming groups.
First up: Facebook
• Building our Fan Base
  – Reaching out to pre-existing global warming groups.
First up: Facebook
• Building our Fan Base
  – Reaching out to pre-existing global warming groups.
First up: Facebook
• Building our Fan Base
  – Reaching out to pre-existing global warming groups.
     • First 10,000 fans!!!
First up: Facebook
• Building our Fan Base
  – Reaching out to pre-existing global warming groups.
  – Email list recruitment
     • Sending emails with an ask to “like”
     • High-five an adorable polar bear after action
First up: Facebook
• Building our Fan Base
  – Reaching out to pre-existing global warming groups.
  – Email list recruitment
  – Post-Timeline: Organic fan acquisition plummets
First up: Facebook
• Building our Fan Base
  – Reaching out to pre-existing global warming groups.
  – High Five an adorable polar bear
  – Post-Timeline world: Organic fan acquisition plummets
     • Finally succumbed to Facebook ads
        – 95% conversion rate
        – $0.35 cost per acquisition
First up: Facebook
• Facebook ads
  – Interesting side effect…
First up: Facebook
• Facebook ads
  – Interesting side effect…




  – Use your age filters!!!
First up: Facebook
• Goals for our page – it’s not enough to build a
  base, you have to lead them somewhere.
    – Educate about our work
    – Familiarize with EDF
    branding
    – Recruit to email list
First up: Facebook
• We recruit by
  – Bending the cover photo rules to dramatically point to
    our take action tab.
First up: Facebook
• We recruit by
  – Bending the cover photo rules to dramatically point to
    our take action tab.
First up: Facebook
First up: Facebook
• We recruit by
  – Bending the cover photo rules to dramatically point to
    our take action tab.
  – Post action alerts often & pin to the top
First up: Facebook
• We recruit by
  – Bending the cover photo rules to dramatically point to
    our take action tab.
  – Post action alerts often & pin to the top
  – Now testing: Exclusive content. Q&A with an EDF
    expert, must sign up for the email list to get their
    answers.
     • Specific questions did not work (ex. Got questions about the EPA
       climate rule?)
     • Going to try more general (ex. Got questions about EDF’s
       Climate & Air Program?)
First up: Facebook
• As you do these things
  – Source your links!!!
     • There’s no point in getting them on your email list if you don’t
       know who they are.
     • Easy to do in Convio – just add &s_src=facebook to your action
       URL.
  – Send out fundraising messages as usual
First up: Facebook
• Run a recruit quality analysis
  – Our most recent one showed:
     • Facebook recruits donated a total of
       $3,097 in the last 12 months.
     • 81 donations
     • Return per recruit of $1.60
     • Because these names are “free”
       individual ROI is higher than what
       we get from other list acquisition
       sites
         – BUT – are they really free?
         – # of recruits doesn’t compare to paid list
           acquisition
First up: Facebook
• Run a recruit quality analysis
  – Almost one year ago
     • Total of $3,793 in the last 12 months
     • Return of $1.68
     • Numbers are remaining fairly steady.
First up: Facebook
• Facebook as a reward
  – EDF Superheroes
     • Took 10+ actions in a year
       AND donated at some point
     • Received invitation to
       “exclusive Facebook group”
     • Gives them constant
       contact with EDF
       employees
     • They have created their
       own community
     • Has seriously bonded them
       to EDF
Second: Twitter
Second: Twitter
• Currently
  – Tweet out action alerts
  – Highlight interesting Facebook
    campaigns
  – Really lacking a connection to
    membership
     • For example, SpotRight only found
       126 people on our email list who are
       also following us on Twitter.
Second: Twitter
Second: Twitter
Second: Twitter
Second: Twitter
• Now determining Membership
  strategy for Twitter
  – Have intern reviewing other
    organizations to report back on
    their Membership’s use
  – Will use SpotRight data to
    determine our most influential
    Twitter users on our list
     • Recruit them to follow us on Twitter
     • Create a “list” of them to follow
Third: LinkedIn
Third: LinkedIn
• Currently mostly using for HR
  purposes
• Do have a LinkedIn group
• Future Membership plans
  – Find “Leaders” ($500+ in one
    year)
  – Have high ranking EDFer reach
    out to them on LinkedIn & ask
    them to join our group.
Fourth: Pinterest
Fourth: Pinterest
• Just starting out
• Have mostly duplicated our most popular
  visual content from Facebook
Fourth: Pinterest
• Just starting out
• Have mostly duplicated our most popular
  visual content from Facebook
• Working on creating an action alert board
• Carefully monitoring interaction to determine
  if this is even a useful platform
Fifth: Google +
Fifth: Google +
• We tested Membership-
  related content, but it
  did not do well
• Content relating to
  technology & innovation
  is off the charts
• Currently, not the right
  audience for a
  Membership-focus
Beyond the Networks:
    Making our Content Shareable
• We coordinate with Gigya, who integrates with
  Convio
• We have tricked out all of our action alerts &
  donation forms to include extensive share tools
Beyond the Networks:
Making our Content Shareable
Beyond the Networks:
Making our Content Shareable
Beyond the Networks:
    Making our Content Shareable
• We coordinate with Gigya, who integrates with
  Convio
• We have tricked out all of our action alerts &
  donation forms to include extensive share tools
  – Gigya gives us data reports so that we can see where the
    content is going.
Beyond the Networks:
Making our Content Shareable
Beyond the Networks:
    Making our Content Shareable
• We coordinate with Gigya, who integrates with
  Convio
• We have tricked out all of our action alerts &
  donation forms to include extensive share tools
  – Gigya gives us data reports so that we can see where the
    content is going.
  – Have also recently added source coding so that we can
    see who is signing up through a friend’s Gigya-shared
    action alert.

• Added sharing tools to our emails as well
Beyond the Networks:
Making our Content Shareable
Final Take-Aways
• Recruit your social
  followers to your email
  list
• Source them & keep a
  constant eye on their
  performance
• Don’t waste time on
  networks where you
  don’t belong
• Make all of your
  content easily
  shareable
thank you!      questions? contact us!


      Peter Genuardi
      peter@spotright.com
      @petergenuardi



      Heather Shelby
      hshelby@edf.org
      @heathershelb



      Justin Perkins
      justin@care2team.com
      @elperko

Contenu connexe

En vedette

Arany kezek(6)+ani (nx power lite)
Arany kezek(6)+ani (nx power lite)Arany kezek(6)+ani (nx power lite)
Arany kezek(6)+ani (nx power lite)VarganeAnny
 
Как принимать платежи Яндекс.Деньгами без подключения?
Как принимать платежи Яндекс.Деньгами без подключения?Как принимать платежи Яндекс.Деньгами без подключения?
Как принимать платежи Яндекс.Деньгами без подключения?Яндекс.Деньги
 
Как выявить резервы повышения оборачиваемости
Как выявить резервы повышения оборачиваемостиКак выявить резервы повышения оборачиваемости
Как выявить резервы повышения оборачиваемостиОльга Правук
 
Portret in opdracht 'The making of' portret Angèle Vugts Cleerdin door Saskia...
Portret in opdracht 'The making of' portret Angèle Vugts Cleerdin door Saskia...Portret in opdracht 'The making of' portret Angèle Vugts Cleerdin door Saskia...
Portret in opdracht 'The making of' portret Angèle Vugts Cleerdin door Saskia...Saskia Vugts Portretschilder
 
Világjáró(7)+ani (nx power lite)
Világjáró(7)+ani (nx power lite)Világjáró(7)+ani (nx power lite)
Világjáró(7)+ani (nx power lite)VarganeAnny
 
Bu'uraalee ogumaa maalummaa, gossoota...
Bu'uraalee ogumaa maalummaa, gossoota...Bu'uraalee ogumaa maalummaa, gossoota...
Bu'uraalee ogumaa maalummaa, gossoota...Mohammed Abdo
 
Ssdgsfgdfagf
SsdgsfgdfagfSsdgsfgdfagf
SsdgsfgdfagfNATYRICO
 
Een therapie voor geluidsovergevoeligheid (Hyperacusis) en Tinnitus
Een therapie voor geluidsovergevoeligheid (Hyperacusis) en TinnitusEen therapie voor geluidsovergevoeligheid (Hyperacusis) en Tinnitus
Een therapie voor geluidsovergevoeligheid (Hyperacusis) en TinnitusRené Voortwist
 
даалгавар мэндбаяр
даалгавар мэндбаярдаалгавар мэндбаяр
даалгавар мэндбаярmendbayr79
 
20 Strange and Funny Baby Products!
20 Strange and Funny Baby Products!20 Strange and Funny Baby Products!
20 Strange and Funny Baby Products!New Born Baby Zone
 

En vedette (14)

Arany kezek(6)+ani (nx power lite)
Arany kezek(6)+ani (nx power lite)Arany kezek(6)+ani (nx power lite)
Arany kezek(6)+ani (nx power lite)
 
Executivesmodule
ExecutivesmoduleExecutivesmodule
Executivesmodule
 
Как принимать платежи Яндекс.Деньгами без подключения?
Как принимать платежи Яндекс.Деньгами без подключения?Как принимать платежи Яндекс.Деньгами без подключения?
Как принимать платежи Яндекс.Деньгами без подключения?
 
真正的自由
真正的自由真正的自由
真正的自由
 
Как выявить резервы повышения оборачиваемости
Как выявить резервы повышения оборачиваемостиКак выявить резервы повышения оборачиваемости
Как выявить резервы повышения оборачиваемости
 
Portret in opdracht 'The making of' portret Angèle Vugts Cleerdin door Saskia...
Portret in opdracht 'The making of' portret Angèle Vugts Cleerdin door Saskia...Portret in opdracht 'The making of' portret Angèle Vugts Cleerdin door Saskia...
Portret in opdracht 'The making of' portret Angèle Vugts Cleerdin door Saskia...
 
Világjáró(7)+ani (nx power lite)
Világjáró(7)+ani (nx power lite)Világjáró(7)+ani (nx power lite)
Világjáró(7)+ani (nx power lite)
 
Bu'uraalee ogumaa maalummaa, gossoota...
Bu'uraalee ogumaa maalummaa, gossoota...Bu'uraalee ogumaa maalummaa, gossoota...
Bu'uraalee ogumaa maalummaa, gossoota...
 
My family
My familyMy family
My family
 
Portret in opdracht. Saskia Vugts Portretschilder
Portret in opdracht.  Saskia Vugts PortretschilderPortret in opdracht.  Saskia Vugts Portretschilder
Portret in opdracht. Saskia Vugts Portretschilder
 
Ssdgsfgdfagf
SsdgsfgdfagfSsdgsfgdfagf
Ssdgsfgdfagf
 
Een therapie voor geluidsovergevoeligheid (Hyperacusis) en Tinnitus
Een therapie voor geluidsovergevoeligheid (Hyperacusis) en TinnitusEen therapie voor geluidsovergevoeligheid (Hyperacusis) en Tinnitus
Een therapie voor geluidsovergevoeligheid (Hyperacusis) en Tinnitus
 
даалгавар мэндбаяр
даалгавар мэндбаярдаалгавар мэндбаяр
даалгавар мэндбаяр
 
20 Strange and Funny Baby Products!
20 Strange and Funny Baby Products!20 Strange and Funny Baby Products!
20 Strange and Funny Baby Products!
 

Plus de Care2Team

Care2 m+r-cultivation-webinar 2015
Care2 m+r-cultivation-webinar 2015Care2 m+r-cultivation-webinar 2015
Care2 m+r-cultivation-webinar 2015Care2Team
 
10 fundraising tips slideshare
10 fundraising tips slideshare10 fundraising tips slideshare
10 fundraising tips slideshareCare2Team
 
Online Fundraising Success- Care2 and the Sierra Club
Online Fundraising Success- Care2 and the Sierra ClubOnline Fundraising Success- Care2 and the Sierra Club
Online Fundraising Success- Care2 and the Sierra ClubCare2Team
 
List Growth In the Shadow of CASL (Canada Anti-Spam Law)
List Growth In the Shadow of CASL (Canada Anti-Spam Law)List Growth In the Shadow of CASL (Canada Anti-Spam Law)
List Growth In the Shadow of CASL (Canada Anti-Spam Law)Care2Team
 
Missing Middle Webinar (April 2014)
Missing Middle Webinar (April 2014)Missing Middle Webinar (April 2014)
Missing Middle Webinar (April 2014)Care2Team
 
Digital Teams 2014
Digital Teams 2014Digital Teams 2014
Digital Teams 2014Care2Team
 
Empower Your Supporters on #GivingTuesday
Empower Your Supporters on #GivingTuesdayEmpower Your Supporters on #GivingTuesday
Empower Your Supporters on #GivingTuesdayCare2Team
 
The Clock is Ticking on Year-end Giving
The Clock is Ticking on Year-end GivingThe Clock is Ticking on Year-end Giving
The Clock is Ticking on Year-end GivingCare2Team
 
Next Generation of UK Giving
Next Generation of UK GivingNext Generation of UK Giving
Next Generation of UK GivingCare2Team
 
The Art of Petition Delivery
The Art of Petition DeliveryThe Art of Petition Delivery
The Art of Petition DeliveryCare2Team
 
Social Media: You're Probably Doing It Wrong
Social Media: You're Probably Doing It WrongSocial Media: You're Probably Doing It Wrong
Social Media: You're Probably Doing It WrongCare2Team
 
Engaging Baby Boomers & Seniors through Social Media
Engaging Baby Boomers & Seniors through Social MediaEngaging Baby Boomers & Seniors through Social Media
Engaging Baby Boomers & Seniors through Social MediaCare2Team
 
Converting Online Campaigners into Donors
Converting Online Campaigners into DonorsConverting Online Campaigners into Donors
Converting Online Campaigners into DonorsCare2Team
 
Multichannel Fundraising Workshop - Care2, Big Duck, NWF
Multichannel Fundraising Workshop - Care2, Big Duck, NWFMultichannel Fundraising Workshop - Care2, Big Duck, NWF
Multichannel Fundraising Workshop - Care2, Big Duck, NWFCare2Team
 
A Recipe For $uccess: Tracking & Converting Supporters for Maximum Results
A Recipe For $uccess: Tracking & Converting Supporters for Maximum ResultsA Recipe For $uccess: Tracking & Converting Supporters for Maximum Results
A Recipe For $uccess: Tracking & Converting Supporters for Maximum ResultsCare2Team
 
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving SustainersThe Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving SustainersCare2Team
 
Keeping up with Facebook's Changes (and 'Liking' it!)
Keeping up with Facebook's Changes (and 'Liking' it!)Keeping up with Facebook's Changes (and 'Liking' it!)
Keeping up with Facebook's Changes (and 'Liking' it!)Care2Team
 
Making Advocacy Pay: Understanding the Link Between Activism & Giving
Making Advocacy Pay: Understanding the Link Between Activism & GivingMaking Advocacy Pay: Understanding the Link Between Activism & Giving
Making Advocacy Pay: Understanding the Link Between Activism & GivingCare2Team
 

Plus de Care2Team (18)

Care2 m+r-cultivation-webinar 2015
Care2 m+r-cultivation-webinar 2015Care2 m+r-cultivation-webinar 2015
Care2 m+r-cultivation-webinar 2015
 
10 fundraising tips slideshare
10 fundraising tips slideshare10 fundraising tips slideshare
10 fundraising tips slideshare
 
Online Fundraising Success- Care2 and the Sierra Club
Online Fundraising Success- Care2 and the Sierra ClubOnline Fundraising Success- Care2 and the Sierra Club
Online Fundraising Success- Care2 and the Sierra Club
 
List Growth In the Shadow of CASL (Canada Anti-Spam Law)
List Growth In the Shadow of CASL (Canada Anti-Spam Law)List Growth In the Shadow of CASL (Canada Anti-Spam Law)
List Growth In the Shadow of CASL (Canada Anti-Spam Law)
 
Missing Middle Webinar (April 2014)
Missing Middle Webinar (April 2014)Missing Middle Webinar (April 2014)
Missing Middle Webinar (April 2014)
 
Digital Teams 2014
Digital Teams 2014Digital Teams 2014
Digital Teams 2014
 
Empower Your Supporters on #GivingTuesday
Empower Your Supporters on #GivingTuesdayEmpower Your Supporters on #GivingTuesday
Empower Your Supporters on #GivingTuesday
 
The Clock is Ticking on Year-end Giving
The Clock is Ticking on Year-end GivingThe Clock is Ticking on Year-end Giving
The Clock is Ticking on Year-end Giving
 
Next Generation of UK Giving
Next Generation of UK GivingNext Generation of UK Giving
Next Generation of UK Giving
 
The Art of Petition Delivery
The Art of Petition DeliveryThe Art of Petition Delivery
The Art of Petition Delivery
 
Social Media: You're Probably Doing It Wrong
Social Media: You're Probably Doing It WrongSocial Media: You're Probably Doing It Wrong
Social Media: You're Probably Doing It Wrong
 
Engaging Baby Boomers & Seniors through Social Media
Engaging Baby Boomers & Seniors through Social MediaEngaging Baby Boomers & Seniors through Social Media
Engaging Baby Boomers & Seniors through Social Media
 
Converting Online Campaigners into Donors
Converting Online Campaigners into DonorsConverting Online Campaigners into Donors
Converting Online Campaigners into Donors
 
Multichannel Fundraising Workshop - Care2, Big Duck, NWF
Multichannel Fundraising Workshop - Care2, Big Duck, NWFMultichannel Fundraising Workshop - Care2, Big Duck, NWF
Multichannel Fundraising Workshop - Care2, Big Duck, NWF
 
A Recipe For $uccess: Tracking & Converting Supporters for Maximum Results
A Recipe For $uccess: Tracking & Converting Supporters for Maximum ResultsA Recipe For $uccess: Tracking & Converting Supporters for Maximum Results
A Recipe For $uccess: Tracking & Converting Supporters for Maximum Results
 
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving SustainersThe Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
The Holy Grail of Monthly Giving: Finding, Keeping and Loving Sustainers
 
Keeping up with Facebook's Changes (and 'Liking' it!)
Keeping up with Facebook's Changes (and 'Liking' it!)Keeping up with Facebook's Changes (and 'Liking' it!)
Keeping up with Facebook's Changes (and 'Liking' it!)
 
Making Advocacy Pay: Understanding the Link Between Activism & Giving
Making Advocacy Pay: Understanding the Link Between Activism & GivingMaking Advocacy Pay: Understanding the Link Between Activism & Giving
Making Advocacy Pay: Understanding the Link Between Activism & Giving
 

Dernier

Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptxraviapr7
 
Vani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
Vani Magazine - Quarterly Magazine of Seshadripuram Educational TrustVani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
Vani Magazine - Quarterly Magazine of Seshadripuram Educational TrustSavipriya Raghavendra
 
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxAUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxiammrhaywood
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.EnglishCEIPdeSigeiro
 
EBUS5423 Data Analytics and Reporting Bl
EBUS5423 Data Analytics and Reporting BlEBUS5423 Data Analytics and Reporting Bl
EBUS5423 Data Analytics and Reporting BlDr. Bruce A. Johnson
 
Protein Structure - threading Protein modelling pptx
Protein Structure - threading Protein modelling pptxProtein Structure - threading Protein modelling pptx
Protein Structure - threading Protein modelling pptxvidhisharma994099
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfMohonDas
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...raviapr7
 
A gentle introduction to Artificial Intelligence
A gentle introduction to Artificial IntelligenceA gentle introduction to Artificial Intelligence
A gentle introduction to Artificial IntelligenceApostolos Syropoulos
 
Optical Fibre and It's Applications.pptx
Optical Fibre and It's Applications.pptxOptical Fibre and It's Applications.pptx
Optical Fibre and It's Applications.pptxPurva Nikam
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...Nguyen Thanh Tu Collection
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17Celine George
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICESayali Powar
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
3.26.24 Race, the Draft, and the Vietnam War.pptx
3.26.24 Race, the Draft, and the Vietnam War.pptx3.26.24 Race, the Draft, and the Vietnam War.pptx
3.26.24 Race, the Draft, and the Vietnam War.pptxmary850239
 
Department of Health Compounder Question ‍Solution 2022.pdf
Department of Health Compounder Question ‍Solution 2022.pdfDepartment of Health Compounder Question ‍Solution 2022.pdf
Department of Health Compounder Question ‍Solution 2022.pdfMohonDas
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptxmary850239
 

Dernier (20)

Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
 
Vani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
Vani Magazine - Quarterly Magazine of Seshadripuram Educational TrustVani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
Vani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
 
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxAUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.
 
EBUS5423 Data Analytics and Reporting Bl
EBUS5423 Data Analytics and Reporting BlEBUS5423 Data Analytics and Reporting Bl
EBUS5423 Data Analytics and Reporting Bl
 
Protein Structure - threading Protein modelling pptx
Protein Structure - threading Protein modelling pptxProtein Structure - threading Protein modelling pptx
Protein Structure - threading Protein modelling pptx
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdf
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...
 
A gentle introduction to Artificial Intelligence
A gentle introduction to Artificial IntelligenceA gentle introduction to Artificial Intelligence
A gentle introduction to Artificial Intelligence
 
Optical Fibre and It's Applications.pptx
Optical Fibre and It's Applications.pptxOptical Fibre and It's Applications.pptx
Optical Fibre and It's Applications.pptx
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICE
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
3.26.24 Race, the Draft, and the Vietnam War.pptx
3.26.24 Race, the Draft, and the Vietnam War.pptx3.26.24 Race, the Draft, and the Vietnam War.pptx
3.26.24 Race, the Draft, and the Vietnam War.pptx
 
Department of Health Compounder Question ‍Solution 2022.pdf
Department of Health Compounder Question ‍Solution 2022.pdfDepartment of Health Compounder Question ‍Solution 2022.pdf
Department of Health Compounder Question ‍Solution 2022.pdf
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptx
 

How to Milk It: Integrating Social Marketing & Direct Response

  • 1. “You’ve Got a Sizable Email List and Lots of Fans on Social Networks …Now What?” Integrating Social Marketing & Direct Response Peter Genuardi, SpotRight Heather Shelby, EDF Justin Perkins, Care2 @Care2Team #C2Webinar
  • 2. this webinar is being recorded The webinar will be available after the event on http://www.frogloop.com -- Care2’s Nonprofit Marketing & Fundraising Blog Visit http://www.frogloop.com/webinars for free recordings of past webinars Tweet the webinar using hashtag: #C2webinar
  • 3. about Citizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Traffic/Branding/Awareness Commenting on blogs Starting group (organizing) Advocacy Joining nonprofits Building Facebook fan base
  • 4. What? Care2 was one of the first social networks in 1998? An individual who joins a Care2 Group is 2-3x more likely to sign a petition An individual who posts in a Group is 60x more likely to sign a petition
  • 5. “milk it” Definition: 1. to make the best of a situation. 2. an abbreviated version of “milk it for all it’s worth” 3. a really scary Nirvana song from the ’90’s 4. etc…
  • 6. Two more reasons you might want to listen carefully to the rest of this presentation
  • 7. Super Fans New Belgium Brewery discovered that their Facebook Fans correlated to about 50% of their $100MM in revenue http://ow.ly/bTgWk (See #c2webinar or @elperko on Twitter)
  • 8. SuperActivists 1Sky did a social media data append on their email file recruited from Care2 and found higher than normal concentration of “superactivists” as measured by Offline Precinct Captain Recruitment http://ow.ly/bTk1I (See #c2webinar or @elperko on Twitter)
  • 9. Why expecting fundraising from Facebook vs. email just might be dumb •M&R helped Save Darfur raise $415,000 via email series to about 1 Million supporters in 10 Days •Over 1 year on Facebook Causes, Save Darfur raised $28,000 from nearly 1 million “friends”. ~ 3 cents per friend http://ow.ly/bTm7S (See #c2webinar or @elperko on Twitter)
  • 10. Socialnetworkcalculator.com Estimate ROI of staff time in Social Media for recruitment and direct response vs. email (See #c2webinar or @elperko on Twitter)
  • 11. But integrating “The List”is long-term smart Email list Phone list direct mail Social list media “friends” Mobile phone list
  • 12. How I’d “milk it” if I were you Email: highest Return On Investment and main driver of direct response - both fundraising and advocacy Twitter: align with key influencers, mavens & “sneezers” Facebook: get to know your Fans & SuperFans LinkedIn: map your professional network & find links to power, influence, major donors
  • 13. Everthing I just said… Is useless if you don’t tell great stories and make your followers the heroes… Excellent story tellers: @charitywater @invisibleshoes @freerangestudio (must read: Story Wars) (See #c2webinar or @elperko on Twitter)
  • 14. One-to-One Social Marketing Ten Ways that Direct Marketers Can Integrate Their Email and Social Marketing Presented by Peter Genuardi @petergenuardi #C2Webinar
  • 15. Challenges for us as Direct Marketers With new media, come new challenges for social marketers to engage constituents. 1. The Playing Field Is Shifting at an Increasing Pace 2. Consumer Data Gets Bigger and Unwieldy 3. Measuring Social’s Impact on Direct Response has been a HARD at Best 4. Beating the Joneses is Tougher then Ever @petergenuardi #C2Webinar
  • 16. The Payoff for Integrating Social and Email Integrating social & email can help us solve fundamental direct marketing problems. 1. Performance: Develop more relevant, better performing campaigns. 2. Quantify: Assign value to your social media followers. 3. Acquisition: Create a larger social media audience; seek parity with other media. 4. Value: Improve lifetime monetary and engagement value of social constituents. @petergenuardi #C2Webinar
  • 17. #1: Get a Social View of Your Audience A social view of our email constituents gives us an unprecedented look into their lives. What to Look For Credit: Flickr Sara Riegler Where are they? Number of networks What do they look like? Demographics, connections Are they affecting behavior? Reach, impact, relevance @petergenuardi #C2Webinar
  • 18. What Does That Look Like? RFM VALUE SOCIAL MARKERS DEMO- GRAPHICS © SpotRight 2012
  • 19. Social Discoverability We’ll never know everything that our constituents do, nor everywhere they are. Why the heck not? Different Emails Credit: Flickr Paul Hudson Different Purposes API Reliability APIs Come And Go Privacy Preferences We All Have Different Settings @petergenuardi #C2Webinar
  • 20. Social Match Rates: Across the Web Social match rates are a function of your audience discoverability & network size. Here’s What We See Any Network 50% to 60% Credit: Flickr Fab joue en Lego Facebook 40% to 50% Twitter 10% to 20% LinkedIn 3% to 7% Klout 5% to 10% Google+ 1% to 2% MySpace 4% to 6% Pinterest 0% @petergenuardi #C2Webinar
  • 21. Social Match Rates: Care2 Members Care2 Members tend to be HIGHLY social compared to the average bears. Here’s What We See On a Recent Sample of Care2 Members Rate Index Any Network 72% 131 Facebook 68% 136 Twitter 31% 207 LinkedIn 2% 40 Klout 8% 160 n = 10,000 @petergenuardi #C2Webinar
  • 22. Consumer Profiles: Care2 Members Care2 Members tend to be young, wealthy, family-oriented and more likely to give. n = 10,000 @petergenuardi #C2Webinar
  • 23. Listen to YOUR Constituents Targeted listening lets you take a giant leap toward the moment a decision is made. How to Get There 1. Establish the connection Credit: Flickr Toy Master 2. Listen for life events 3. Send an offer @petergenuardi #C2Webinar
  • 24. #2: Define Relevant Influence Popularity is the least useful dimension of influence to your organization. Dimensions of Influence You Should Care About Credit: Flickr Sad Old Biker 1. Relevance 2. Impact 3. Reach 4. Popularity @petergenuardi #C2Webinar
  • 25. #3: Truly Integrate Social and Email A social view of consumers is the foundation of integrated social-email marketing. Do More for Those Who Already Love You Credit: Flickr Kalexanderson You’ll Need to Know Who: 1. Opts into a direct medium (i.e. email, mobile, direct mail) 2. Is on Twitter 3. Follows you on Twitter 4. Doesn’t follow you on Twitter @petergenuardi #C2Webinar
  • 26. Quantifying the Email to Twitter Overlap At best, the overlap between your opt in email list and Twitter followers in TINY. Opportunity? ~150,000 new Twitter Leads for FREE! @petergenuardi #C2Webinar
  • 27. #4: Leverage Social for Segmentation Build “power segments” of your audience driven by social, value & demo attributes. Name Your Jedi Knights Credit: Flickr Lego.Skrytsson 1. Most Connected 2. Most Valuable 3. Influencers 4. Demographics 5. Lifestyle/Giving Profile @petergenuardi #C2Webinar
  • 28. #5: Influencers as Campaign Vanguards Use influencers EARLY in a campaign to drive earned media and viral conversions. Consider the Offer, Comrades. Credit: Flickr Dunechaser 1. Exclusivity 2. Tangible Value 3. Rich Media Focused @petergenuardi #C2Webinar
  • 29. #6: Improve Online Ad Content A better understanding of your audience *should* lead to content that converts better. How Well Do Your Ads Speak to People? Credit: Flickr Kalexanderson 1. Theme 2. Copy 3. Imagery @petergenuardi #C2Webinar
  • 30. #7: Improve Online Ad Targeting When you know who and where people are, you can meet them where they are. Where Are You Placing Ads? Credit: AmazingBrickCreations.com 1. Social Network 2. Keywords 3. Geography 4. Demographics @petergenuardi #C2Webinar
  • 31. #8: Listen to Remarket, Upsell, Cross Sell © SpotRight 2012
  • 32. #9: Listen to Improve Programs General feedback is nice, but feedback from YOUR constituents is way more valuable. Seek Feedback VIA Social Content Credit: Flickr 713 Avenue 1. Identify a valuable segment 2. Grab their social content 3. Look for keywords associated with your programs 4. Mine for trends @petergenuardi #C2Webinar
  • 33. Listen for Adjacent Trends @petergenuardi #C2Webinar
  • 34. #10: Use Influencers for PR Look into your own audience for people who can support your public relations. Affinity is a given. Now it’s ok. Credit: Flickr Lego27Bricks Just find the Popular Kids. 1. Klout Score 2. Twitter Followers 3. Relevant Influence @petergenuardi #C2Webinar
  • 35. #11 (bonus): Prospect New Leads If you’ve got free time on your hands to DM people, find some relevant, likely leads. Find people with affinity. Credit: Flickr scochransplo 1. Find people with affinity. 2. Find popular people. 3. Find people with affinity. @petergenuardi #C2Webinar
  • 36. Get Busy, NOW! Here’s what I’d do in the next 30 days. 1. Profile your audience. 2. Find the Twitter to Email overlap. 3. Define your Power Segments. 4. Test. @petergenuardi #C2Webinar
  • 37. Contact Info Peter Genuardi www.spotright.com peter@spotright.com twitter.com/petergenuardi (303) 351-2746
  • 38. EDF’s Membership Approach to Social Media
  • 40. First up: Facebook • Building our Fan Base
  • 41. First up: Facebook • Building our Fan Base – Reaching out to pre-existing global warming groups.
  • 42. First up: Facebook • Building our Fan Base – Reaching out to pre-existing global warming groups.
  • 43. First up: Facebook • Building our Fan Base – Reaching out to pre-existing global warming groups.
  • 44. First up: Facebook • Building our Fan Base – Reaching out to pre-existing global warming groups.
  • 45. First up: Facebook • Building our Fan Base – Reaching out to pre-existing global warming groups. • First 10,000 fans!!!
  • 46. First up: Facebook • Building our Fan Base – Reaching out to pre-existing global warming groups. – Email list recruitment • Sending emails with an ask to “like” • High-five an adorable polar bear after action
  • 47. First up: Facebook • Building our Fan Base – Reaching out to pre-existing global warming groups. – Email list recruitment – Post-Timeline: Organic fan acquisition plummets
  • 48. First up: Facebook • Building our Fan Base – Reaching out to pre-existing global warming groups. – High Five an adorable polar bear – Post-Timeline world: Organic fan acquisition plummets • Finally succumbed to Facebook ads – 95% conversion rate – $0.35 cost per acquisition
  • 49. First up: Facebook • Facebook ads – Interesting side effect…
  • 50. First up: Facebook • Facebook ads – Interesting side effect… – Use your age filters!!!
  • 51. First up: Facebook • Goals for our page – it’s not enough to build a base, you have to lead them somewhere. – Educate about our work – Familiarize with EDF branding – Recruit to email list
  • 52. First up: Facebook • We recruit by – Bending the cover photo rules to dramatically point to our take action tab.
  • 53. First up: Facebook • We recruit by – Bending the cover photo rules to dramatically point to our take action tab.
  • 55. First up: Facebook • We recruit by – Bending the cover photo rules to dramatically point to our take action tab. – Post action alerts often & pin to the top
  • 56. First up: Facebook • We recruit by – Bending the cover photo rules to dramatically point to our take action tab. – Post action alerts often & pin to the top – Now testing: Exclusive content. Q&A with an EDF expert, must sign up for the email list to get their answers. • Specific questions did not work (ex. Got questions about the EPA climate rule?) • Going to try more general (ex. Got questions about EDF’s Climate & Air Program?)
  • 57. First up: Facebook • As you do these things – Source your links!!! • There’s no point in getting them on your email list if you don’t know who they are. • Easy to do in Convio – just add &s_src=facebook to your action URL. – Send out fundraising messages as usual
  • 58. First up: Facebook • Run a recruit quality analysis – Our most recent one showed: • Facebook recruits donated a total of $3,097 in the last 12 months. • 81 donations • Return per recruit of $1.60 • Because these names are “free” individual ROI is higher than what we get from other list acquisition sites – BUT – are they really free? – # of recruits doesn’t compare to paid list acquisition
  • 59. First up: Facebook • Run a recruit quality analysis – Almost one year ago • Total of $3,793 in the last 12 months • Return of $1.68 • Numbers are remaining fairly steady.
  • 60. First up: Facebook • Facebook as a reward – EDF Superheroes • Took 10+ actions in a year AND donated at some point • Received invitation to “exclusive Facebook group” • Gives them constant contact with EDF employees • They have created their own community • Has seriously bonded them to EDF
  • 62. Second: Twitter • Currently – Tweet out action alerts – Highlight interesting Facebook campaigns – Really lacking a connection to membership • For example, SpotRight only found 126 people on our email list who are also following us on Twitter.
  • 66. Second: Twitter • Now determining Membership strategy for Twitter – Have intern reviewing other organizations to report back on their Membership’s use – Will use SpotRight data to determine our most influential Twitter users on our list • Recruit them to follow us on Twitter • Create a “list” of them to follow
  • 68. Third: LinkedIn • Currently mostly using for HR purposes • Do have a LinkedIn group • Future Membership plans – Find “Leaders” ($500+ in one year) – Have high ranking EDFer reach out to them on LinkedIn & ask them to join our group.
  • 70. Fourth: Pinterest • Just starting out • Have mostly duplicated our most popular visual content from Facebook
  • 71. Fourth: Pinterest • Just starting out • Have mostly duplicated our most popular visual content from Facebook • Working on creating an action alert board • Carefully monitoring interaction to determine if this is even a useful platform
  • 73. Fifth: Google + • We tested Membership- related content, but it did not do well • Content relating to technology & innovation is off the charts • Currently, not the right audience for a Membership-focus
  • 74. Beyond the Networks: Making our Content Shareable • We coordinate with Gigya, who integrates with Convio • We have tricked out all of our action alerts & donation forms to include extensive share tools
  • 75. Beyond the Networks: Making our Content Shareable
  • 76. Beyond the Networks: Making our Content Shareable
  • 77. Beyond the Networks: Making our Content Shareable • We coordinate with Gigya, who integrates with Convio • We have tricked out all of our action alerts & donation forms to include extensive share tools – Gigya gives us data reports so that we can see where the content is going.
  • 78. Beyond the Networks: Making our Content Shareable
  • 79. Beyond the Networks: Making our Content Shareable • We coordinate with Gigya, who integrates with Convio • We have tricked out all of our action alerts & donation forms to include extensive share tools – Gigya gives us data reports so that we can see where the content is going. – Have also recently added source coding so that we can see who is signing up through a friend’s Gigya-shared action alert. • Added sharing tools to our emails as well
  • 80. Beyond the Networks: Making our Content Shareable
  • 81. Final Take-Aways • Recruit your social followers to your email list • Source them & keep a constant eye on their performance • Don’t waste time on networks where you don’t belong • Make all of your content easily shareable
  • 82. thank you! questions? contact us! Peter Genuardi peter@spotright.com @petergenuardi Heather Shelby hshelby@edf.org @heathershelb Justin Perkins justin@care2team.com @elperko