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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Email

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

Twitter

FlickrEmail

Events & Tabling

Phonebank

Canvassing

YouTube

Outreach

Blog

Word of Mouth

(FOF)

INSPIRING FOLLOWERS

FlickrEmail

YouTube

Followers

Newsletter

Action Alerts

Twitter

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.