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MAKE YOUR DATA TALK
AUSTEN LEVIHN-COON
CHIEF INNOVATION OFFICER
FISSION STRATEGY
And understand what it says
7/24/20
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Austen Levihn-CoonChief Innovation Officer, Fission Strategy
@AustenLC
Austen Levihn-Coon specializes in helping non-profits leverage emerging
innovations in communications technology, social media, multimedia and
mobile to win advocacy campaigns. He has a background in grassroots
campaigning and social movement theory, both of which contribute to his
current work at Fission Strategy overseeing the strategic design,
development, and implementation of online campaigns, social media
apps, websites, and infographics.
ABOUT ME // INTRODUCTION
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• What’s Possible
• The Value of the Data You Have
• Systems Setup
• Training & Culture
• Getting to Know Your Supporters
• Reporting & Dashboards
• Sending the Right Message to the Right People
• Augmenting Your Data
• Q & A
SNEAK PEAK
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CASE STUDY: MOMSRISING & ATTENTIVE.LY
• Social Listening
• Message segments based on recent terms used
• Cross platform comms
• Only message the people talking about your issue
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• Identify influencers,
make high-bar ask
• Get 100% response
rate
CASE STUDY: MOMS RISING & ATTENTIVE.LY
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• Increase Engagement
• Increase Actions &
Donations
• Identify Influencers
VALUE OF THE DATA YOU HAVE
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GETTING STARTED
Cost/Benefit Analysis of Data System Clean-Up
• Will it save you time?
• Will it save you money?
• Will it work if you don’t automate the systems?
• What are your biggest pain points?
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SYSTEMS SETUP: HOW DO YOU DO IT?
The Basics
• CRM of Record
• Import all your data!
• Establish overwrite rules
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INTEGRATIONS
• Export/Import
• Syncs
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• API’s
• Working with
service providers
• How do you manage multiple data sources?
SYSTEMS SETUP: HOW DO YOU DO IT?Basic Infrastructure
• Using Source Codes:
Google URL Builder!
• Tagging Actions by Issue
and Type
• Referral Parameters
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SYSTEMS SETUP: HOW DO YOU DO IT?
Advanced systems:
• Data Mapping
• Priorities: integrate 1-by-1
• Scoping & Budgeting
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CULTURE EATS STRATEGY FOR BREAKFAST
• Make your life easier!
• Ongoing Training
• Not in the system? Didn’t
happen.
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• Send the right message to the
right people
• Sort your supporters based on:
• Action History
• Issue Area
• Donations
• Bloggers
• Send Customized Messages
DATA ANLYSIS & SEGMENTATION
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REPORTING & DASHBOARDS
• Set up your dashboards
• Set up email reports
• Check it every day
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AUGMENTING YOUR DATA
• Self-segmenting
• Data appends
• Social Listening
• Tracking Actions on
Your Website
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3RD PARTY DATA SOURCES
• Income
• Age
• Demographics
• Party affiliation
• Voting records
• Interest areas
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MAKE IT EASY: MARKETING AUTOMATION
• CRM: Welcome Series
• CMS: Serve content
based on marketing
data/cookies/past
actions
• Social Media: Automated
DMs
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CASE STUDY: EVERYTOWN
• Track Activity on
Your Website
• Use User ID’s &
URL parameters
• Track:
• Social Shares
• Report
Downloads
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