Roz Lemieux, CEO Who’s Talking? Our Agenda.

Focus on Automations

•  Why  It  Ma)ers  •  How  It  Works  •  3  Easy  Wins  •  2  Advanced  Uses  •  Q  &  A  

In 2012 on fundraising emails. 8% drop on advocacy. 21% Drop in Response Rates

Email “Blasts” No Longer Enough

Email “Blasts” No Longer Enough

 86%    of  Email  Unopened  

The Solution: Targeted, Personalied, Multichannel

Email  segmenta,on  based  on  demographics  and  interests  led  to  a  244%  increase  in  email  opens,  161%  increase  in  click  through,  and  a  330%  increase  in  revenue  per  mailing  -­‐  Janrain  

Social CRM: Personalized, Targeted, Multichannel

Basic Setup – (1) Add a Watched Term  

Basic Setup – (2) Click “Automations” on Results  

Social Automations: 5 Core Use Cases

1.  Spot & Engage “advocates”

2.  Drive targeted asks (3x-6x response)

3.  Automate list segmentation

4.  “Kicker” emails & DMs

5.  Automate ladder of engagement

Spot & Engage “advocates”  

•  Setup a watched term for your organization, e.g. “AAUW or ‘American Association of University Women’”

•  Automate: •  Follow on Twitter •  Add to CRM •  Add to Group •  Email “thanks” •  DM “thanks”

Shows up as a Group in Salsa, updated daily  

•  Setup a watched term for your organization, e.g. “AAUW or ‘American Association of University Women’”

•  Automate: •  Follow on Twitter •  Add to Salsa •  Add to Group •  Email “thanks” •  DM “thanks”

Drive targeted asks  

•  Setup a watched term for a topic, e.g. “’Giving Tuesday’ OR #givingtuesday”

•  Automate: •  Follow on Twitter •  Add to Salsa •  Email ask •  DM ask or invite

•  Multi-issue orgs can have evergreen asks, incl. fundraisers constantly running

Automate list segmentation  

•  Setup a watched term for an issue, e.g. ”healthcare or obamacare or "affordable care act" or aca”

•  Automate: •  Send to CRM

•  Next time there’s a campaign, they have a list of advocates

•  Repeat for key issue areas

“Kicker” emails & DMs  

•  After you send a big petition, setup a watched term for that issue, e.g. ”healthcare or obamacare or "affordable care act" or aca” – limit to Facebook results

•  Automate: •  Send Email or DM

•  Send shareable Facebook content

•  Repeat for Twitter

Automate ladder of engagement  

•  When a user mentions a WT, add her to an “advocates” group, e.g. ‘AAUW_fans1’

•  Automate: •  Add to group •  Trigger “share” ask

•  On 2nd mention, add to AAUW_fans2 & make a donate ask

•  Then AAUW_fans3 & make sustainer ask

Impact

"It opens up a new realm of possibilities for online advocacy. �It's definitely a tool I'd recommend. It's changing the �

way that we do online advocacy.” David Norton, Advocacy Manager, SEIU in TechPresident article

Be in Touch

roz@attentive.ly @rozlem

facebook.com/getattentively @attentive_ly