using attentive.ly social automations for radically improved engagement
DESCRIPTION
Webinar: 11/20/13TRANSCRIPT
Roz Lemieux, CEO Who’s Talking? Our Agenda.
Focus on Automations
• Why It Ma)ers • How It Works • 3 Easy Wins • 2 Advanced Uses • Q & A
In 2012 on fundraising emails. 8% drop on advocacy. 21% Drop in Response Rates
Email “Blasts” No Longer Enough
Email “Blasts” No Longer Enough
86% of Email Unopened
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
Social CRM: Personalized, Targeted, Multichannel
Basic Setup – (1) Add a Watched Term
Basic Setup – (2) Click “Automations” on Results
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
Spot & Engage “advocates”
• 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”
Shows up as a Group in Salsa, updated daily
• 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”
Drive targeted asks
• 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
Automate list segmentation
• 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
“Kicker” emails & DMs
• 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
Automate ladder of engagement
• 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
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