Embed Size (px)
Citation preview
What you’ll get from this workshop!o Why Should We Anticipate The Future?!
o Trends We’re Seeing!
o The Future is Now – Examples of Trends!
o Dialogue – Shared Experiences, Predictions, Crazy Theories !
Future of Online Organizing
CHERYL // CONTEE ! Affiliate of Harvard's Berkman Center for Internet & Society
! Campaigns & Elections Influencers 50
! The Root 100 list of established and emerging Black leaders
! Huffington Post & Black Enterprise Top Female Founders in Tech to Follow on Twitter in 2011.
! Fast Company 2010 Most Influential Women in Tech
FISSION // OUR CLIENTS
7/27/15!Online Outreach!
Why This Matters!
Anticipate the Future!Create the Future!
Be the Future!
Trend Watch !
! Multi-platform use is on the rise: 52% of online adults now use two or more social media sites, a significant increase from 2013, when it stood at 42% of internet users.!! For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors.!! For the first time, roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half of all Instagram users (49%) use the site daily.!! For the first time, the share of internet users with college educations using LinkedIn reached 50%.!! Women dominate Pinterest: 42% of online women now use the platform, compared with 13% of online men.!! Over half of millennials now use Snapchat!
Trend Watch !
Trend Watch !
Source: Georgetown 2013 Center for Social Impact Communication “Digital Persuasion” Study!
Trend Watch !
Beyond the “Like”!
Source: Georgetown 2013 Center for Social Impact Communication “Digital Persuasion” Study!
More than half (55 percent) of digitally active, cause-savvy American adults were likely to do far more than simply “like” a cause. !
Engaging with causes via social media prompted them to donate money (68 percent), donate personal items or food (52 percent), attend or participate in an event (43 percent), and even volunteer (53 percent).!
Minorities, Social Media and Social Justice!
Source: Georgetown 2011 Center for Social Impact Communication “Digital Persuasion” Study!
African Americans and Hispanics are significantly more likely to believe that they can help get the word out about a social issue or cause through online social networks (58% and 51%, respectively, vs. 34% of Caucasians). !
African Americans and Hispanics are significantly more likely than Caucasians to engage with causes through social media activities (e.g., joining a cause group on Facebook, posting a logo to a social profile, contributing to blogs).!
What you’ll get from this workshop!o Why Should We Anticipate The Future?!
o Trends We’re Seeing!
o The Future is Now – Examples of Trends!
o My Work in Building the Future!
o Dialogue – Shared Experiences, Predictions, Crazy Theories !
Future of Online Organizing
o Snapchat & Vine!
o Video & Crowd Content!o Personalization!
o Texting Platforms!
o Multi-platform Storytelling!o Culture & The Arts!
Future of Online Organizing
o Crowdfunding!
o Smart Segmentation!o Marketing Automation!
o Data Mining in Real Time!
o Natural Language Processing!
o Influence Index!
Snapchat for Organizations // Stats
● A recent study shows that 77% of college
students use Snapchat daily!
● Almost half of college-age
Snapchat users said they would open a Snap from a brand
they’d never heard of!
Snapchat for Organizations // Stats
● 73% said they would open one from a
brand they did know!● Close to 70% of
students said they’d even add a brand as a friend if they also followed them on a
separate social network like
Facebook or Twitter!
Snapchat for Organizations // Why?
● It is the quickest non-SMS way to reach members on mobile
● Snaps provide a sense of urgency that is perfect for a CTA
● Connect with Millennials and younger demographic
● Be an innovator in a still emerging platform
● Create hype around an event or announcement
● Show donors/supporters their impact through Snapchat Stories
Snapchat for Organizations // Examples
Vine // Example
Personalization // Example
Mini-conversions (signups, profiles) -> Macro-conversions (sales, advocacy)!
Video & Crowd Content // Example
#WhiteCupContest !
Video & Crowd Content // Example
Target Education Campaign!
New Texting Platforms // Example
WhatsApp -> Facebook Engagement!
Multi-Platform Storytelling // Example
AT&T #X Campaign - #ItCanWait!
Multi-Platform Storytelling // Example
Nutella – FB, Twitter, Pinterest, Instagram, Tumblr!
Culture & Creativity // Example
Justin Bieber - Peer-created designs - share images using photos & text layover with Canva!
7/27/15!
Online Outreach!
ABOUT US // CASE STUDIES
Pulitzer Prize winning journalist Jose Antonio Vargas "came out" as an undocumented immigrant with a NYT Magazine feature.
The Power of Story: Define American Story Campaign
Impact: • 1000’s of personal stories • 100,000 sign-ups in less than a month • Most shared story on the internet in first 2
weeks post launch
• Inspired a conversation that created new communities of advocates
• Influenced President Obama’s announcement about work permits
7/27/15 Online Outreach Intro!
Crowdfunding // Example
Activist uses Crowdrise to support her work!
Crowdfunding // Example
Crowdfunding Campaign -> Ford !
Data Mining in Real Time // Example
Volunteer Match Visualization!
Start with !your CRM.!
Email List
See what they’re saying on social.!
Enterprise Listening
Automate email !& social marketing.!
Realtime Targeting
Match to 100+ social networks.!
Social Match
Marketing Automation // Example
Global Teacher Prize 2016 Applications!
Smart Segmentation // Example
Virgin Holidays has 6 Segment Groups Based on Behavior!
Natural Language Processing // Example
Box Office Predictions Based on Social Sentiment Analysis!
Influence Indexing // Example
Box Office Predictions Based on Social Sentiment Analysis!
The One Campaign increased their social connects by 10,000 members and had almost 1,000 tweets
for Valentine’s Day AID campaign.
Top Influencers have Extraordinary Reach!
The top 5% reaches 85% of your entire network reach!!
The top 5% reaches 200x more people than in your CRM. !
Data Visualization
What you’ll get from this workshop!o Why Should We Anticipate The Future?!
o Trends We’re Seeing!
o The Future is Now – Examples of Trends!
o My Work in Building the Future!
o Dialogue – Shared Experiences, Predictions, Crazy Theories !
Future of Online Organizing
Influencer Identification!
Influencer Identification!
Do you know which of your supporters has the power to drive the conversation online?
Attentive.ly floats up influencers whose social posts can drive clicks… and donations.!
Treat influencers like VIPs.
People trust recommendations from other people 6x more than they trust
messaging from brands.
Influencers are !Game Changers!Influencers work because they are using !the most effective type of marketing — !
Word of Mouth!
Top Influencers have Extraordinary Reach!
Influencer Identification!
" VIPs can range from celebrities (Yoko Ono) to business leaders (Esther Dyson) to thought leaders (Anil Dash) – and they already care about your cause.
Would you miss singer Neko Case signing up for your list?
She doesn’t take email actions, but has 109K Twitter followers...
And Tweets about causes.
Audience Insights!
Audience Insights!
How well do you really know the people on your email list?
Track what your supporters are posting on social media, right now. Target content based on interest.
Being able to “listen” to your supporters online is like having a 24-7 focus group. !
Multi-Channel Targeting
Multi-Channel Targeting!
Attentive.ly allows you to automate email campaigns, social media engagement, and list-segmentation based on what supporters are saying on social media in real-time.
Personalized messages generate 2x click-through and 3x revenue on average
Multi-Channel Targeting
" Advocates may only reach a few hundred or a few thousand peers via social media – but together, they reach millions. These are truly passionate supporters you can engage for high-bar asks.
Lars is a “regular guy” who doesn’t click through on email actions – but regularly Tweets
about his favorite cause.
There are thousands like him.
A large nonprofit identified 27 social media influencers and asked them to spread the word about their event through their own social media channels.
By providing them with a registration incentive code, over five months, those influencers recruited 105 additional participants, who raised more than $200,000.
Influencers Raise More Than $200K
What you’ll get from this workshop!o Why Should We Anticipate The Future?!
o Trends We’re Seeing!
o The Future is Now – Examples of Trends!
o My Work in Building the Future!
o Dialogue – Shared Experiences, Predictions, Crazy Theories !
Future of Online Organizing
Why This Matters!
Anticipate the Future!Create the Future!
Be the Future!
By integrating social data with your existing email list, you can…!
" Understand your audience better
" ID Engagement Opportunities
" Uncover influencers
" Send highly targeted messages
" Expand Content Reach
" Segment your database
" Improve response rates
" Automate messages & save time
" Drive more action
