*Watch or download the full webinar (with audio and slides) at: http://bit.ly/c2milkit
We all know that email (the original online social medium since 1979) is the main driver of value for multi-channel marketing for nonprofits. If you’re like us, you’ve spent tons of time and effort to build a large community on social networks.
BUT, how many of us are truly integrating social marketing and direct response to get the most out of both?
You can make these work together when you have a socially enlightened view of your email audience. Think about it. How would you improve your email & social fundraising, advocacy, event and public relations campaigns if you had a strong understanding of what your supporters are doing across the Web?
Join three leading nonprofit marketing experts, Peter Genuardi of SpotRight, Heather Shelby of Environmental Defense Fund, and Justin Perkins of Care2, as we explore some of the latest strategies for milking the most value out of your email list and social media communities.
In this webinar you'll learn how to:
-Socially profile your email audience
-Define and capitalize your influencers on campaigns and public relations
-Improve the targeting and content of your social ad investments
-Listen to what people are saying online, remarket to them, and improve your campaign results
How to Milk It: Integrating Social Marketing & Direct Response
1. “You’ve Got a Sizable
Email List and Lots of
Fans on Social Networks
…Now What?”
Integrating Social Marketing
& Direct Response
Peter Genuardi, SpotRight
Heather Shelby, EDF
Justin Perkins, Care2
@Care2Team #C2Webinar
2. this webinar is
being recorded
The webinar will be available after the event on
http://www.frogloop.com -- Care2’s Nonprofit
Marketing & Fundraising Blog
Visit http://www.frogloop.com/webinars for free
recordings of past webinars
Tweet the webinar using hashtag: #C2webinar
3. about
Citizens use Care2 for:
Starting or signing petitions
Nonprofits use Care2 for:
Volunteering
Donating $ Recruiting Donors & Supporters
Spreading news
Traffic/Branding/Awareness
Commenting on blogs
Starting group (organizing) Advocacy
Joining nonprofits Building Facebook fan base
4. 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
5. “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…
6. Two more reasons you might
want to listen carefully to the
rest of this presentation
7. 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)
8. 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
(See #c2webinar or @elperko on Twitter)
9. 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
(See #c2webinar or @elperko on
Twitter)
11. But integrating “The List”is
long-term smart
Email list Phone list
direct mail Social
list media
“friends”
Mobile phone
list
12. 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
13. 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)
(See #c2webinar or @elperko on Twitter)
14. One-to-One Social Marketing
Ten Ways that Direct Marketers Can
Integrate Their Email and Social Marketing
Presented by Peter Genuardi @petergenuardi #C2Webinar
15. Challenges for us as Direct Marketers
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
@petergenuardi #C2Webinar
16. The Payoff for Integrating Social and Email
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.
@petergenuardi #C2Webinar
17. #1: Get a Social View of Your Audience
A social view of our email constituents gives
us an unprecedented look into their lives.
What to Look For
Credit: Flickr Sara Riegler
Where are they?
Number of networks
What do they look like?
Demographics, connections
Are they affecting behavior?
Reach, impact, relevance
@petergenuardi #C2Webinar
19. Social Discoverability
We’ll never know everything that our
constituents do, nor everywhere they are.
Why the heck not?
Different Emails
Credit: Flickr Paul Hudson
Different Purposes
API Reliability
APIs Come And Go
Privacy Preferences
We All Have Different Settings
@petergenuardi #C2Webinar
20. Social Match Rates: Across the Web
Social match rates are a function of your
audience discoverability & network size.
Here’s What We See
Any Network 50% to 60%
Credit: Flickr Fab joue en Lego
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%
@petergenuardi #C2Webinar
21. Social Match Rates: Care2 Members
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
n = 10,000 @petergenuardi #C2Webinar
22. Consumer Profiles: Care2 Members
Care2 Members tend to be young, wealthy,
family-oriented and more likely to give.
n = 10,000 @petergenuardi #C2Webinar
23. Listen to YOUR Constituents
Targeted listening lets you take a giant leap
toward the moment a decision is made.
How to Get There
1. Establish the connection
Credit: Flickr Toy Master
2. Listen for life events
3. Send an offer
@petergenuardi #C2Webinar
24. #2: Define Relevant Influence
Popularity is the least useful dimension of
influence to your organization.
Dimensions of Influence
You Should Care About
Credit: Flickr Sad Old Biker
1. Relevance
2. Impact
3. Reach
4. Popularity
@petergenuardi #C2Webinar
25. #3: Truly Integrate Social and Email
A social view of consumers is the foundation
of integrated social-email marketing.
Do More for Those
Who Already Love You
Credit: Flickr Kalexanderson
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
@petergenuardi #C2Webinar
26. 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
27. #4: Leverage Social for Segmentation
Build “power segments” of your audience
driven by social, value & demo attributes.
Name Your Jedi Knights
Credit: Flickr Lego.Skrytsson
1. Most Connected
2. Most Valuable
3. Influencers
4. Demographics
5. Lifestyle/Giving Profile
@petergenuardi #C2Webinar
28. #5: Influencers as Campaign Vanguards
Use influencers EARLY in a campaign to
drive earned media and viral conversions.
Consider the Offer,
Comrades.
Credit: Flickr Dunechaser
1. Exclusivity
2. Tangible Value
3. Rich Media Focused
@petergenuardi #C2Webinar
29. #6: Improve Online Ad Content
A better understanding of your audience
*should* lead to content that converts better.
How Well Do Your Ads
Speak to People?
Credit: Flickr Kalexanderson
1. Theme
2. Copy
3. Imagery
@petergenuardi #C2Webinar
30. #7: Improve Online Ad Targeting
When you know who and where people are,
you can meet them where they are.
Where Are You Placing Ads?
Credit: AmazingBrickCreations.com
1. Social Network
2. Keywords
3. Geography
4. Demographics
@petergenuardi #C2Webinar
32. #9: Listen to Improve Programs
General feedback is nice, but feedback from
YOUR constituents is way more valuable.
Seek Feedback VIA
Social Content
Credit: Flickr 713 Avenue
1. Identify a valuable segment
2. Grab their social content
3. Look for keywords associated
with your programs
4. Mine for trends
@petergenuardi #C2Webinar
34. #10: Use Influencers for PR
Look into your own audience for people who
can support your public relations.
Affinity is a given.
Now it’s ok.
Credit: Flickr Lego27Bricks
Just find the Popular Kids.
1. Klout Score
2. Twitter Followers
3. Relevant Influence
@petergenuardi #C2Webinar
35. #11 (bonus): Prospect New Leads
If you’ve got free time on your hands to DM
people, find some relevant, likely leads.
Find people with affinity.
Credit: Flickr scochransplo
1. Find people with affinity.
2. Find popular people.
3. Find people with affinity.
@petergenuardi #C2Webinar
36. Get Busy, NOW!
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.
@petergenuardi #C2Webinar
37. Contact Info
Peter Genuardi
www.spotright.com
peter@spotright.com
twitter.com/petergenuardi
(303) 351-2746
41. First up: Facebook
• Building our Fan Base
– Reaching out to pre-existing global warming groups.
42. First up: Facebook
• Building our Fan Base
– Reaching out to pre-existing global warming groups.
43. First up: Facebook
• Building our Fan Base
– Reaching out to pre-existing global warming groups.
44. First up: Facebook
• Building our Fan Base
– Reaching out to pre-existing global warming groups.
45. First up: Facebook
• Building our Fan Base
– Reaching out to pre-existing global warming groups.
• First 10,000 fans!!!
46. First up: Facebook
• Building our Fan Base
– Reaching out to pre-existing global warming groups.
– Email list recruitment
• Sending emails with an ask to “like”
• High-five an adorable polar bear after action
47. First up: Facebook
• Building our Fan Base
– Reaching out to pre-existing global warming groups.
– Email list recruitment
– Post-Timeline: Organic fan acquisition plummets
48. First up: Facebook
• Building our Fan Base
– Reaching out to pre-existing global warming groups.
– 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
50. First up: Facebook
• Facebook ads
– Interesting side effect…
– Use your age filters!!!
51. 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
52. First up: Facebook
• We recruit by
– Bending the cover photo rules to dramatically point to
our take action tab.
53. First up: Facebook
• We recruit by
– Bending the cover photo rules to dramatically point to
our take action tab.
55. First up: Facebook
• We recruit by
– Bending the cover photo rules to dramatically point to
our take action tab.
– Post action alerts often & pin to the top
56. First up: Facebook
• We recruit by
– Bending the cover photo rules to dramatically point to
our take action tab.
– 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?)
57. 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
58. 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
59. 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.
60. 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
62. 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.
66. 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
68. 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.
70. Fourth: Pinterest
• Just starting out
• Have mostly duplicated our most popular
visual content from Facebook
71. 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
73. 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
74. 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
77. 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.
79. 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.
– 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
81. 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