Woc Presentation Final (Groundwire)

TECHNOLOGY & TRUE LOVE

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

Del.icio.us

FriendFeed

MySpace

Online Activism

Email Lists SMS

Social Media

Collaboration Space

Micro- bloggin

ONLINE ENGAGEMENT Twitter

YouTube

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Blog

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Flickr

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Email

Social Media

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AboutUs

Website

Wiki

Events

Phone Activism

In-Person

Tabling

Volunteer Ops

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?

IF A TREE FALLS IN A FOREST?

Constituent Relationship Management

(CRM)

Reaching Out Personalized

Pulling In Learning More

Outreach

Followers

Supporters

Organizers

Leaders

Blogosphere

Direct Mail Media

PR

Word of Mouth

(FOF)

REACHING OUT

Twitter

Flickr Email

Events & Tabling

Phonebank

Canvassing

YouTube

Outreach

Blog

Word of Mouth

(FOF)

INSPIRING FOLLOWERS

Flickr Email

YouTube

Followers

Newsletter

Action Alerts

Twitter

Events Website Drip

Campaign

Membership Donations

Newsletters

EMPOWERING SUPPORTERS

Volunteering Twitter

Events House parties

Rallies, etc.

Activism Phone, Letters

Petition, etc

YouTube

Website

Website

Online Discussions

SMS

Drip Campaigns

Supporters

Blog

COORDINATING ORGANIZERS

Their Social Places/Blog

Membership Donations

Newsletters

Volunteering Phone Banking

Etc. Twitter

Events House parties

Rallies, etc.

Activism Phone, Letters

Petition, etc

YouTube

Website

Online Discussions

SMS

Personal Contact

Organizers

Collaboration Space

CULTIVATING LEADERS

Events House parties

Rallies, etc.

Activism Phone, Letters

Petition, etc

Collaboration Space

Online Discussions

Staff, Board Spokes People

Advisors

Membership Donation

Personal Contact

Leaders

Outreach

Followers

Supporters

Organizers

Leaders

Data Captured -Name & Contact -Source Campaign -Date -Issues -Location -Activity -Demographics -Psychographics -Channel -Permissions

Data Captured Activities -Events Attended -Email responses -Website usage -Social media Participation Campaign Associated -Dates -Issue -Location -Activity -Demographics -psychographics Data enhancement -Address/location -organizational affiliations

Data Captured Activities -Events Participated -Donations -Advocacy activities -Volunteer Activities -Sharing with friends User Submitted -Quotes -Polls -Photos -Videos -Articles Data enhancement -Social graph -Facebook & Twitter -Blog -Etc…

Data Captured Activities -Events Participated -Event Organized -Donations -Advocacy activities -Volunteer Activities -Sharing with friends -Recruitment of Friends User Submitted -Quotes -Polls -Photos -Videos -Articles Data enhancement -Social graph -Facebook & Twitter -Blog -Etc…

Danger!

Suddenly, we can create quantifiable goals 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 FOLLOWERS

Followers

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 EFFORT

Goals: • Move to Participate • Frame OEC as a resource. Strategy: Provide salient action that begins to help recipient use their voice. Results: Sent Opens

Click Throughs

Open 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 SESSION BUILDING RELATIONSHIPS

Break out into 4 groups Group 1: Outreach Group2: Followers

Group 3: Supporters Group4: 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.