How to Milk It: Integrating Social Marketing & Direct Response

“You’ve Got a Sizable Email List and Lots of Fans on Social Networks …Now What?”

Integrating Social Marketing & Direct Response

@Care2Team #C2Webinar

Peter Genuardi, SpotRight

Heather Shelby, EDF

Justin Perkins, Care2

this webinar is being recorded

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Marketing & Fundraising Blog

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about

Citizens use Care2 for:

Starting or signing petitions

Volunteering

Donating $

Spreading news

Commenting on blogs

Starting group (organizing)

Joining nonprofits

Nonprofits use Care2 for:

Recruiting Donors & Supporters

Traffic/Branding/Awareness

Advocacy

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)

http://ow.ly/bTgWk

http://ow.ly/bTgWk

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


http://ow.ly/bTk1I

http://ow.ly/bTk1I

http://ow.ly/bTk1I

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


http://ow.ly/bTm7S

Socialnetworkcalculator.com

Estimate ROI of staff time in Social Media for recruitment and direct response vs. email


But integrating “The List”is long-term smart

Mobile phone list

Social media

“friends”

direct mail list

Email list 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)


One-to-One Social Marketing

Ten Ways that Direct Marketers CanIntegrate Their Email and Social Marketing

Presented by Peter Genuardi @petergenuardi #C2Webinar

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

Challenges for us as Direct Marketers

@petergenuardi #C2Webinar

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.

The Payoff for Integrating Social and Email


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

What to Look For

Where are they? Number of networks

What do they look like?Demographics, connections

Are they affecting behavior?Reach, impact, relevance

#1: Get a Social View of Your Audience

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What Does That Look Like?

RFMVALUE

SOCIALMARKERS

DEMO-GRAPHICS

© SpotRight 2012

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

Why the heck not?

Different Emails Different Purposes

API Reliability APIs Come And Go

Privacy PreferencesWe All Have Different Settings

Social Discoverability

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Social match rates are a function of your audience discoverability & network size.

Here’s What We See

Any Network 50% to 60%

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%

Social Match Rates: Across the Web

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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

Social Match Rates: Care2 Members

@petergenuardi #C2Webinarn = 10,000

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

Consumer Profiles: Care2 Members

@petergenuardi #C2Webinarn = 10,000

Listen to YOUR Constituents

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

How to Get There1. Establish the connection

2. Listen for life events

3. Send an offer

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Popularity is the least useful dimension of influence to your organization.

Dimensions of Influence

You Should Care About

1.Relevance

2.Impact

3.Reach

4.Popularity

#2: Define Relevant Influence

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

Do More for Those

Who Already Love You

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

#3: Truly Integrate Social and Email

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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

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

Name Your Jedi Knights

1.Most Connected

2.Most Valuable

3.Influencers

4.Demographics

5.Lifestyle/Giving Profile

#4: Leverage Social for Segmentation

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

Consider the Offer, Comrades.

1.Exclusivity

2.Tangible Value

3.Rich Media Focused

#5: Influencers as Campaign Vanguards

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

How Well Do Your Ads Speak to People?

1.Theme

2.Copy

3.Imagery

#6: Improve Online Ad Content

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

Where Are You Placing Ads?1. Social Network

2. Keywords

3. Geography

4. Demographics

#7: Improve Online Ad Targeting

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#8: Listen to Remarket, Upsell, Cross Sell

© SpotRight 2012

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

Seek Feedback VIASocial Content

1.Identify a valuable segment

2.Grab their social content

3.Look for keywords associatedwith your programs

4.Mine for trends

#9: Listen to Improve Programs

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Listen for Adjacent Trends


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

Affinity is a given.

Now it’s ok.

Just find the Popular Kids.

1.Klout Score

2.Twitter Followers

3.Relevant Influence

#10: Use Influencers for PR

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

Find people with affinity.

1.Find people with affinity.

2.Find popular people.

3.Find people with affinity.

#11 (bonus): Prospect New Leads

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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.

Get Busy, NOW!


Peter Genuardiwww.spotright.com

[email protected]

twitter.com/petergenuardi

(303) 351-2746

Contact Info

http://www.spotright.com/

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


First up: Facebook


First up: Facebook


First up: Facebook


• First 10,000 fans!!!

First up: Facebook


– Email list recruitment• Sending emails with an ask to “like”• High-five an adorable polar bear after action

First up: Facebook


– Email list recruitment

– Post-Timeline: Organic fan acquisition plummets

First up: Facebook


– 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



First up: Facebook

First up: Facebook



– Post action alerts often & pin to the top

First up: Facebook



– 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






– Gigya gives us data reports so that we can see where the content is going.





– 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


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 [email protected]@petergenuardi

Heather [email protected]@heathershelb

Justin [email protected]@elperko

Education

How to Milk It: Integrating Social Marketing & Direct Response