The document discusses how social CRM automation can help non-profits engage supporters across multiple channels. It provides examples of how to set up automations using watched terms to spot advocates on social media, drive targeted asks, automate list segmentation, and automate a ladder of engagement. Setting up basic automations for watched terms can lead to a 244% increase in email opens, 161% increase in click through rates, and 330% increase in revenue per mailing. Automations open up new possibilities for online advocacy and change the way non-profits do online work.

2. Who’s Talking?
Our Agenda.
Roz Lemieux, CEO
Focus on Automations
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•
•
•
•
Why
It
Ma)ers
How
It
Works
3
Easy
Wins
2
Advanced
Uses
Q
&
A

3. Email “Blasts” No Longer Enough
21% Drop in Response Rates
In 2012 on fundraising emails. 8% drop on advocacy.

4. Email “Blasts” No Longer Enough
86%
of
Email
Unopened

5. The Solution: Targeted, Personalied, Multichannel
Email
segmenta,on
based
on
demographics
and
interests
led
to
a
244%
increase
in
email
opens,
161%
increase
in
click
through,
and
a
330%
increase
in
revenue
per
mailing
-­‐
Janrain

6. Social CRM: Personalized, Targeted, Multichannel

7. Basic Setup – (1) Add a Watched Term

8. Basic Setup – (2) Click “Automations” on Results

9. Social Automations: 5 Core Use Cases
1. Spot & Engage “advocates”
2. Drive targeted asks (3x-6x response)
3. Automate list segmentation
4. “Kicker” emails & DMs
5. Automate ladder of engagement

10. • Setup a watched
term for your
organization, e.g.
“AAUW or ‘American
Association of
University Women’”
• Automate:
• Follow on Twitter
• Add to CRM
• Add to Group
• Email “thanks”
• DM “thanks”
Spot & Engage “advocates”

11. • Setup a watched
term for your
organization, e.g.
“AAUW or ‘American
Association of
University Women’”
• Automate:
• Follow on Twitter
• Add to Salsa
• Add to Group
• Email “thanks”
• DM “thanks”
Shows up as a Group in Salsa, updated daily

12. • Setup a watched
term for a topic, e.g.
“’Giving Tuesday’ OR
#givingtuesday”
• Automate:
• Follow on Twitter
• Add to Salsa
• Email ask
• DM ask or invite
• Multi-issue orgs
can have evergreen
asks, incl.
fundraisers
constantly running
Drive targeted asks

13. • Setup a watched
term for an issue,
e.g. ”healthcare or
obamacare or
"affordable care act"
or aca”
• Automate:
• Send to CRM
• Next time there’s a
campaign, they have
a list of advocates
• Repeat for key issue
areas
Automate list segmentation

14. • After you send a
big petition, setup a
watched term for
that issue, e.g.
”healthcare or
obamacare or
"affordable care act"
or aca” – limit to
Facebook results
• Automate:
• Send Email or DM
• Send shareable
Facebook content
• Repeat for Twitter
“Kicker” emails & DMs

15. • When a user
mentions a WT, add
her to an “advocates”
group, e.g.
‘AAUW_fans1’
• Automate:
• Add to group
• Trigger “share” ask
• On 2nd mention,
add to AAUW_fans2
& make a donate ask
• Then AAUW_fans3
& make sustainer ask
Automate ladder of engagement

16. Impact
"It opens up a new realm of possibilities for online advocacy. !
It's definitely a tool I'd recommend. It's changing the !
way that we do online advocacy.”
David Norton, Advocacy Manager, SEIU in TechPresident article

17. Be in Touch
roz@attentive.ly
@rozlem
facebook.com/getattentively
@attentive_ly