Model of Engagement presented by Shawn Kemp and Drew Bernard at Web of Change, 2009

1. TECHNOLOGY & TRUE LOVE
Integrated Engagement Tracking
Drew Bernard & Shawn Kemp

2. DURING THIS SESSION
• Relationship Phases & Engagement Model
• Channels of Engagement
• Capturing and Tracking Information
• Monitoring Progress
• Example
• Breakout Session

3. META POINTS
• Engagement -> Relationships = Mission
Accomplished
• CRM is a key ingredient
• Tracking & Measuring relationships
• Connected technology makes all possible

4. State-based, Regional & National Social Change
Organizations
OUR CLIENTS

5. ENGAGEMENT  RELATIONSHIPS
Engagement is the fuel of lasting,
productive relationships.

6. ENGAGEMENT PYRAMID
Traditional
Outreach
Word of
mouth

7. el.icio.us
FriendFeed
MySpace
Online
Activism
Email Lists
SMS
Social
Media
Collaboration
Space
Micro-
bloggin
ONLINE ENGAGEMENT
Twitter
YouTube
??? ???
Blog
???
Flickr
???
Email
Social
Media
???
AboutU
Website
Wiki
Events
Phone
Activism
In-Person
Tabling
Volunteer
Ops
True Love Requires Engagement
The act of holding one’s attention.
Inducing one to participate and take
action.

8. Track – Measure- Use
IF A TREE FALLS IN A FOREST?

9. IF A TREE FALLS IN A FOREST?
Constituent Relationship
Management
(CRM)
Reaching Out
Personalized
Pulling In
Learning More

10. Outreach Followers Supporters Organizers Leaders

11. Blogosphere
Direct Mail
Media
PR
Word
of Mouth
(FOF)
REACHING OUT
Twitter
FlickrEmail
Events &
Tabling
Phonebank
Canvassing
YouTube
Outreach

12. Blog
Word
of Mouth
(FOF)
INSPIRING FOLLOWERS
FlickrEmail
YouTube
Followers
Newsletter
Action Alerts
Twitter
EventsWebsite
Drip
Campaign

13. Membership
Donations
Newsletters
EMPOWERING SUPPORTERS
Volunteering Twitter
Events
House parties
Rallies, etc.
Activism
Phone, Letters
Petition, etc
YouTube
Website
Website
Online
Discussions
SMS
Drip Campaigns
Supporters
Blog

14. COORDINATING ORGANIZERS
Their Social
Places/Blog
Membership
Donations
Newsletters
Volunteering
Phone Banking
Etc.
Twitter
Events
House parties
Rallies, etc.
Activism
Phone, Letters
Petition, etc
YouTube
Website
Online
Discussions
SMS
Personal
Contact
Organizers
Collaboration
Space

15. CULTIVATING LEADERS
Events
House parties
Rallies, etc.
Activism
Phone, Letters
Petition, etc
Collaboration
Space
Online
Discussions
Staff, Board
Spokes People
Advisors
Membership
Donation
Personal
Contact
Leaders

16. Outreach Followers Supporters Organizers Leaders
Data Captured
-Name & Contact
-Source Campaign
-Date
-Issues
-Location
-Activity
-Demographics
-Psychographics
-Channel
-Permissions
Data Captured
Activities
-Events Attended
-Email responses
-Website usage
-Social media
Participation
Campaign Associated
-Dates
-Issue
-Location
-Activity
-Demographics
-psychographics
Data enhancement
-Address/location
-organizational
affiliations
Data Captured
Activities
-Events Participated
-Donations
-Advocacy activities
-Volunteer Activities
-Sharing with friends
User Submitted
-Quotes
-Polls
-Photos
-Videos
-Articles
Data enhancement
-Social graph
-Facebook & Twitter
-Blog
-Etc…
Data Captured
Activities
-Events Participated
-Event Organized
-Donations
-Advocacy activities
-Volunteer Activities
-Sharing with friends
-Recruitment of
Friends
User Submitted
-Quotes
-Polls
-Photos
-Videos
-Articles
Data enhancement
-Social graph
-Facebook & Twitter
-Blog
-Etc…
Danger!
Suddenly, we can create quantifiable
goals for our outreach and cultivation efforts

17. • Public awareness
• Media exposure
• Website traffic
• Conversion to contactable
MONITORING OUTREACH
Outreach

18. • Repeat visits
• Email Response
• Subscribers
• Commenters
MONITORING FOLLOWERS
Followers

19. MONITORING SUPPORTERS
• Response to action requests
• Attendance at events
• Participation in online dialogs
• Sharing with friends
• Becoming new donors/members
• Renewal rates for donors/members
• Quality and quantity
Supporters

20. MONITORING ORGANIZERS
SF Actions DB
• Promoting action requests
• Direct contact with organization
• Hosting events
• Leading online dialogs
• Bringing in new followers
• Renewal rates for donors/members
Organizers

21. MONITORING LEADERS
SF Actions DB• Personal Contacts with Org
Leadership
• Contributes to vision and
direction
• Renewal rates for
donors/members
• Serves as formal spokesperson
for organization or cause
Leaders

22. • New Friends Drip Campaign
– Goals:
• Acquire New Base for Climate Work In Salem
• Capture information and move as many as possible
from “Follower” to “Contributor” on engagement
pyramid.
"There was no model for how we sent out emails
before. The proposal for the project actually sent
someone out of the room screaming, literally."
OEC’S CLIMATE COOLERS

23. • Prominent spokesperson going all over
Oregon to get folks fired up.
• Venue = Segmentation
• OE…. WHO?
• Opportunity to serve
– Fired up
– but what can I do?
OUTREACH

24. CULTIVATION EFFORT
Goals:
• Move to Participate
• Frame OEC as a resource.
Strategy: Provide salient
action that begins to help
recipient use their voice.
Results:
Sent Opens
Click
Throughs
Open
Rate
Click
Through
Rate
1261 603 211 26% 15%

25. ANECDOTAL RESULTS
• Some great stories of people bubbling up to
leadership levels.
– "My neighbor doesn’t believe in global warming… can
you send me some information to help explain the
issue?” – Rural Oregon
– "One participant from Brownsville called OEC two
weeks ago because her newspaper had written
editorial by editor and mayor of Brownsville
characterizing global warming as conspiracy and she
wanted help writing a Letter to editor…" OEC was
happy to do so.

26. METRICS/RESULTS
• 1800 new Climate Coolers
• Highly strategic group
• From all across Oregon
All have direct connection with OEC and see
them as related to Bradbury and Inconvenient
Truth. 90+% of these are new to OEC.

28. BREAKOUT SESSION
BUILDING RELATIONSHIPS
Break out into 4 groups
Group 1: Outreach
Group2: Followers
Group 3: Supporters
Group4: Organizers
Think about and answer the following questions:
1. What Channels will you use?
2. What info do need metrics will you use to measure
progress?
3. How will you know if they are ready to be engaged at the
next level.