TAYLOR & GEOFF TALK ABOUTTHE INTERNET

CONCEPTS

Plan early

• Define objectives and audience• Identify your tactics• Plan out how you will get there

Digital, not social media strategy

• “We need a social media guru!”• 16% see your Facebook posts• Website, email and CRM

Quality matters

• Content drives marketing• Bad content is noticeable• Three positions every campaign needs

Test everything

• “We’ve always done things this way”• Each audience is different• Many tools available

Timing is everything

• In digital, timing matters• More attention• Take advantage of events

Real world results

• It’s not about engagement• Volunteers, donors, voters• Mainstream media still matters

WHAT THIS LOOKS LIKE IN PRACTICE

ACQUISITION: prospects come to the site

ACTIVATION: users engage with the site

RETENTION: users consistently take secondary

action

REFERRAL: users recruit other users

ACTION: users conduct some primary action

USER LIFECYCLE

WEBSITE

ACQUISITION

SOCIAL MEDIATRAD. MEDIA

SEARCH DIRECT EMAIL CAMPAIGNS

RETENTION

CONTENTEMAIL ACTIVATION

SITE VISIT SOCIAL

REFERRAL

CONTENTEMAIL

SHARING CAMPAIGNS

LANDING PAGE SOCIAL

ACTION

EMAILCTA

EXAMPLE METRICS

STAGE USER STATUS CONVERSION RATE EST. VALUE (in Starbucks terms)

Acquisition Visit site 100% Short

Acquisition Remains on site(10+ seconds, 2+ clicks)

70% Short

Activation Sticky visit(Remains on site for X seconds, clicks Y times)

30% Short - Tall

Activation Signup(Email/Social/Anything that allows for future direct contact)

5% Tall

Retention Email click-thru 3% Short

Retention Repeat user(3+ sec. actions in first 30 days)

2% Grande

Referral Refers 1 visitor 2% Tall

Referral Refers 1 user 1% Venti

Action Takes primary action 2% Trenti

BACK TO THE LIFECYCLE

ACQUISITION

SOCIAL MEDIATRAD. MEDIA

SEARCH DIRECT EMAIL CAMPAIGNS

What to look for in acquisition channels:• Largest volume• Lowest cost• Best-performing

ACTIVATION

LANDING PAGE SOCIAL

Set activation criteria (draw a line in the sand):• 2-3+ page views• 30+ seconds on site• 1 secondary action taken

WEBSITEEMAILCTA

ACTIVATION

LANDING PAGE SOCIAL

Use email and social to retain users:• Not just asking for things• Share information, use surveys, gather data• Lifecycle emails (nobody is doing this)

WEBSITEEMAILCTA

RETENTION

CONTENTEMAIL

SITE VISIT SOCIAL

ACTIVATION

LANDING PAGE SOCIAL

Only encourage happy, engaged users to share:• Look at how much they have already engaged• Or just ask them!• If people aren’t sharing, your problem is earlier in the

cycle

WEBSITEEMAILCTA

REFERRAL

CONTENTEMAIL

SHARING CAMPAIGNS

Fundraising? Voter ID? GOTV?Pick your primary action and optimize for it

WEBSITE

ACTIVATION

LANDING PAGE SOCIAL

ACTION

EMAILCTA

EXPERIMENTS!

QUALITATIVESurveys, UX testing, observing small # of users

QUANTITATIVE Analytics, behaviour analysis, metrics for large # of users

COMPARATIVEA/B testing, multivariate testing, guess and iterate

COMPETITIVELook at what other people are doing, make it 1% better (you aren’t smarter than 100s of American campaign pros)

GOOD QUESTIONS

WHERE DO I FIND USERS?

• Test multiple channels• Focus on channels with:

• High volume• High conversion• Low cost

• Measure deep into the funnel, not just landing page

• Segment users by cohorts & deepest possible level in the funnel (primary action)

HOW DO I CONVERT USERS?

• Choose elements of your online channels to optimize• 80% testing + optimizing• 20% building

• Guess and test• Ignore vanity metrics, focus on performance

over time• Iterate quickly

BUT WHAT METRICS MATTER?

• The path of least resistance to your primary action

• Find your leading indicators• Hypothesize user behaviour and then test your

assumption

CAN WE GO TO SPRING FLING NOW?