TECHNOLOGY & TRUE LOVE
ONE/Northwest
Integrated Engagement Tracking
Drew Bernard & Shawn Kemp
DURING THIS SESSION
• Relationship Phases & Engagement Model• Channels of Engagement• Capturing and Tracking Information• Monitoring Progress• Example• Breakout Session
META POINTS
• Engagement -> Relationships = Mission Accomplished• CRM is a key ingredient• Tracking & Measuring relationships• Connected technology makes all possible
State-based, Regional & National Social Change Organizations
OUR CLIENTS
ENGAGEMENT RELATIONSHIPS
Engagement is the fuel of lasting, productive relationships.
ENGAGEMENT PYRAMID
Traditional Outreach
Word of mouth
Lead
ers
Orga
nize
rs
Supp
orte
rs
Follo
wer
s
Del.icio.us
FriendFeed
MySpace
ONE/Northwest
OnlineActivism
Email ListsSMS
SocialMedia
CollaborationSpace
Micro-bloggin
ONLINE ENGAGEMENT Twitter
YouTube
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Blog
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Flickr
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SocialMedia
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AboutUs
Website
Wiki
Events
PhoneActivism
In-Person
Tabling
VolunteerOps
True Love Requires Engagement The act of holding one’s attention.
Inducing one to participate and take action.
Track – Measure- Use
IF A TREE FALLS IN A FOREST?
ONE/Northwest
IF A TREE FALLS IN A FOREST?
ONE/Northwest
Constituent Relationship Management
(CRM)
Reaching OutPersonalized
Pulling InLearning More
Outreach Followers Supporters Organizers Leaders
Blogosphere
Direct MailMedia
PR
Word of Mouth
(FOF)
REACHING OUT
FlickrEmail
Events & Tabling
Phonebank
Canvassing
YouTube
Outreach
Blog
Word of Mouth
(FOF)
INSPIRING FOLLOWERS
FlickrEmail
YouTube
Followers
Newsletter
Action Alerts
EventsWebsiteDrip
Campaign
MembershipDonations
Newsletters
EMPOWERING SUPPORTERS
Volunteering Twitter
EventsHouse parties
Rallies, etc.
ActivismPhone, Letters
Petition, etcYouTube
Website
Website
Online Discussions
SMS
Drip Campaigns
Supporters
Blog
COORDINATING ORGANIZERS
Their SocialPlaces/Blog
MembershipDonations
Newsletters
VolunteeringPhone Banking
Etc.Twitter
EventsHouse parties
Rallies, etc.
ActivismPhone, Letters
Petition, etcYouTube
Website
Online Discussions
SMS
PersonalContact
Organizers
CollaborationSpace
CULTIVATING LEADERS
EventsHouse parties
Rallies, etc.
ActivismPhone, Letters
Petition, etc
CollaborationSpace
Online Discussions
Staff, BoardSpokes People
Advisors
MembershipDonation
Personal Contact
Leaders
Outreach Followers Supporters Organizers Leaders
Data Captured -Name & Contact-Source Campaign-Date-Issues-Location-Activity-Demographics-Psychographics-Channel-Permissions
Data CapturedActivities-Events Attended -Email responses-Website usage-Social media ParticipationCampaign Associated-Dates-Issue-Location-Activity-Demographics-psychographicsData enhancement-Address/location -organizational affiliations
Data CapturedActivities-Events Participated-Donations-Advocacy activities-Volunteer Activities-Sharing with friendsUser Submitted -Quotes-Polls-Photos-Videos-ArticlesData enhancement-Social graph-Facebook & Twitter-Blog-Etc…
Data CapturedActivities-Events Participated -Event Organized-Donations-Advocacy activities-Volunteer Activities-Sharing with friends-Recruitment of FriendsUser Submitted -Quotes-Polls-Photos-Videos-ArticlesData enhancement-Social graph-Facebook & Twitter-Blog-Etc…
Danger!
Suddenly, we can create quantifiablegoals for our outreach and cultivation efforts
• Public awareness• Media exposure• Website traffic• Conversion to contactable
MONITORING OUTREACH Outreach
• Repeat visits• Email Response• Subscribers• Commenters
MONITORING FOLLOWERSFollowers
MONITORING SUPPORTERS
• Response to action requests• Attendance at events• Participation in online dialogs• Sharing with friends• Becoming new donors/members• Renewal rates for donors/members• Quality and quantity
Supporters
MONITORING ORGANIZERS
SF Actions DB• Promoting action requests• Direct contact with organization• Hosting events• Leading online dialogs• Bringing in new followers• Renewal rates for donors/members
Organizers
MONITORING LEADERS
SF Actions DB• Personal Contacts with Org Leadership
• Contributes to vision and direction
• Renewal rates for donors/members
• Serves as formal spokesperson for organization or cause
Leaders
• New Friends Drip Campaign– Goals:• Acquire New Base for Climate Work In Salem• Capture information and move as many as possible
from “Follower” to “Contributor” on engagement pyramid.
"There was no model for how we sent out emails before. The proposal for the project actually sent someone out of the room screaming, literally."
OEC’S CLIMATE COOLERS
• Prominent spokesperson going all over Oregon to get folks fired up.
• Venue = Segmentation• OE…. WHO? • Opportunity to serve– Fired up– but what can I do?
OUTREACH
CULTIVATION EFFORTGoals: • Move to Participate• Frame OEC as a resource.
Strategy: Provide salient action that begins to help recipient use their voice.
Results:
Sent OpensClick
ThroughsOpen Rate
Click Through
Rate
1261 603 211 26% 15%
ANECDOTAL RESULTS
• Some great stories of people bubbling up to leadership levels. – "My neighbor doesn’t believe in global warming… can
you send me some information to help explain the issue?” – Rural Oregon
– "One participant from Brownsville called OEC two weeks ago because her newspaper had written editorial by editor and mayor of Brownsville characterizing global warming as conspiracy and she wanted help writing a Letter to editor…" OEC was happy to do so.
METRICS/RESULTS
• 1800 new Climate Coolers • Highly strategic group • From all across Oregon
All have direct connection with OEC and see them as related to Bradbury and Inconvenient Truth. 90+% of these are new to OEC.
BREAKOUT SESSIONBUILDING RELATIONSHIPS
Break out into 4 groups Group 1: OutreachGroup2: Followers
Group 3: SupportersGroup4: Organizers
Think about and answer the following questions:1. What Channels will you use?2. What info do need metrics will you use to measure progress?3. How will you know if they are ready to be engaged at the next
level.
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