Why Are You Slackin’? Get Past the "Like" Already.

Why Are You Slackin’?Get Past the “Like” Already.

Presenters

Jason GooljarChristine Schaefer

Why Are You Slackin’?Get Past the “Like” Already.

Understand what motivates your online supporters to take action.

slack ● tiv ● ist – (slăk'tə-vĭst) n.

One who endorses a cause on social media or signs an online petition without taking a corollary action in the real world (donating money or time). Derogatory.

There should be no Slacktivists!

Different generations

Different preferences

Different kinds of action

Who’s Online?

Slacktivists they are not.

Everyone’s Online. Everyone.

The older generations are starting to shift from only following friends and family to getting more interest-based in who they follow. It’s not about just following the

grandkids anymore.

Tammy GordonVP Social Media

AARP

““

*MarketWatch, 2013

Different generations

Different preferences

Different kinds of action

Does This Look Familiar?

Multichannel Engagement

Individual Response

Mobile

Internet

Offline – eg.

Events

Give Them What They Want

*Millennial Impact Report

The

Emperor

Has No

Clothes…but, more

importantly,

he could have

saved himself

with a

simple selfie

before leaving

the house…

Listen – Really - Listen

*2012 U.S. Digital Consumption Report

Some Tools for Social Listening:• Attentive.ly

(available with Salsa)

• Crowdbooster• HootSuite• TweetReach• Twazzup• Social Mention

32% of consumers don’t know you’re listening (38% of Millennials)

50% want you to listen to their ideas

60% want a response to complaints they made via social media

Listen – Really - Listen

*Meltwater

• Speak to Your Very Best Supporters• Who is where? And, when?• Attract more of the same

• Create Tailored Programs,not Just Messages

Know Your Niche(s)

Segmentation

• Right Message to Right Person

• Increase Open & Click-Through Rates

• Decrease Opt-Outs

Tagging

• More Effective Follow-Up (Segmentation)

• Tracking & Real-Time Adjustments

• ROI Reporting

Scoring

• Measure Value over Time

• Engagement• Clean Lists =

Higher Deliverability

• See Again Segmentation

Now Hug Your Data. Hard.

Tag, they are it!

#GivingTuesday Volunteers

Online Donor Social Influencer

Query Your DB: Segmentation

Don’t Personalize, Individualize

244%e-mail opens

161% click through

330% revenue per

mailing

*Janrain

E-mail segmentation by demographics and interests

Get Better Results

* From Blackbaud Online Charitable Giving Report

Presenters

Jason GooljarChristine Schaefer

Earth Day Network

A Billion Acts of Green

A Billion Acts of Green

A Billion Acts of Green

A Billion Acts of Green

Multichannel Engagement

Engaging with users on Facebook after the “like”

Multichannel Engagement

What’s Your Message?act.earthday.org

Phone: 866.796.8345

Web: www.salsalabs.com

Email: [email protected]

Twitter: @salsalabs

THANK YOU!