MAKE YOUR DATA TALKAUSTEN LEVIHN-COON

CHIEF INNOVATION OFFICER

FISSION STRATEGY

And understand what it says

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Austen Levihn-CoonChief Innovation Officer, Fission Strategy

@AustenLC

Austen Levihn-Coon specializes in helping non-profits leverage emerging innovations in communications technology, social media, multimedia and mobile to win advocacy campaigns. He has a background in grassroots campaigning and social movement theory, both of which contribute to his current work at Fission Strategy overseeing the strategic design, development, and implementation of online campaigns, social media apps, websites, and infographics.

ABOUT ME // INTRODUCTION

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ABOUT FISSION // OUR CLIENTS

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• What’s Possible• The Value of the Data You Have• Systems Setup• Training & Culture• Getting to Know Your Supporters• Reporting & Dashboards• Sending the Right Message to the Right People• Augmenting Your Data• Q & A

SNEAK PEAK

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CASE STUDY: MOMSRISING & ATTENTIVE.LY

• Social Listening• Message segments

based on recent terms used

• Cross platform comms• Only message the

people talking about your issue

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• Identify influencers, make high-bar ask

• Get 100% response rate

CASE STUDY: MOMS RISING & ATTENTIVE.LY

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• Increase Engagement

• Increase Actions & Donations

• Identify Influencers

VALUE OF THE DATA YOU HAVE

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GETTING STARTED

Cost/Benefit Analysis of Data System Clean-Up• Will it save you time?• Will it save you money?• Will it work if you don’t automate the systems?• What are your biggest pain points?

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SYSTEMS SETUP: HOW DO YOU DO IT?

The Basics

• CRM of Record

• Import all your data!

• Establish overwrite rules

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INTEGRATIONS

• Export/Import

• Syncs

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• API’s• Working with

service providers

• How do you manage multiple data sources?

SYSTEMS SETUP: HOW DO YOU DO IT?

Basic Infrastructure

• Using Source Codes:

Google URL Builder!

• Tagging Actions by Issue

and Type

• Referral Parameters

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SYSTEMS SETUP: HOW DO YOU DO IT?

Advanced systems:

• Data Mapping

• Priorities: integrate 1-by-1

• Scoping & Budgeting

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CULTURE EATS STRATEGY FOR BREAKFAST

• Make your life easier!• Ongoing Training• Not in the system?

Didn’t happen.

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• Send the right message to the right people

• Sort your supporters based on:• Action History

• Issue Area

• Donations

• Bloggers

• Send Customized Messages

DATA ANLYSIS & SEGMENTATION

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REPORTING & DASHBOARDS

• Set up your dashboards

• Set up email reports

• Check it every day

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AUGMENTING YOUR DATA

• Self-segmenting• Data appends• Social Listening• Tracking Actions on

Your Website

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3RD PARTY DATA SOURCES

• Income• Age• Demographics• Party affiliation• Voting records• Interest areas

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MAKE IT EASY: MARKETING AUTOMATION

• CRM: Welcome Series • CMS: Serve content

based on marketing data/cookies/past actions

• Social Media: Automated DMs

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CASE STUDY: EVERYTOWN

• Track Activity on Your Website

• Use User ID’s & URL parameters

• Track:• Social Shares• Report

Downloads

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Q&A

@AustenLC

#NN14DATA

7/17/14 @AUSTENLC #NN14DATA