turbo-charging list growth: how to rapidly grow your base of online supporters
DESCRIPTION
TRANSCRIPT
Turbo-Charging List Growth
How to Rapidly Grow Your Base of Online Supporters
Spring 2013
Agenda
Introduction Viral marketing Pay per acquisition Facebook fan Using Facebook ads
About John Hlinko
Focus on using viral marketing to build movements MoveOn.org DraftObama.org
Left Action Over 1,500,000
activists Built primarily through
viral marketing
Why It Matters More than Ever
Viral Marketing
The Key: “The Viral Trifecta”
Message: Crafting spread-worthy content Messengers: Find those who’ll spread it Medium: Deliver it in “spread-friendly”
places
All three are critical
Message: Spread-Worthy
Think of your message recipients as reporters Goal is not to inform them, it’s to get them
to spread the message to readers, listeners, viewers
Give them something that will make them look good if they spread it
Message: the 118th Email Test Imagine the recipient Just back from work, 12 hours, hard work 117 emails in their inbox, yours is
number 118 Does it get read? Does it break through?
Not read = can’t get spread
Message: Make it New
New information Novel form Make them feel like they’ll be seen as
“ahead of the curve” if they spread information
Make it New
Message: Get Funny
Think of the last 5 messages you spread. What % were humorous? A majority? All?
Humor spreads, because it makes the spreader look good.
But make sure it’s on message
Message: Ride a Wave
Easier to ride a wave than to make one by splashing your hands
Find something that your recipients are already talking about, and try to inject yourself into that conversation
News event, holiday, etc Internet meme
Message: Get Outrageous
Get outrageous to get noticed
Message: Test, Test, Test
Send to subgroups of your email list Take note of which posts generate the
most shares and retweets Use results to shift your strategy
Messengers: Finding Multipliers Nearly everyone online can spread a
message, but few actually do Even fewer do it effectively How can you hone in on the 5% that will
do 95% of the spreading?
Look for Social Media Users
Facebook, Twitter, etc Naturally viral platforms Those active on social media more likely
to be influencers offline
Messengers: Large Readership Large email lists Facebook followings Twitter followings Attentive.ly
You may have a rock star on your list and not even know it. But even “mini stars” can make a huge difference.
Look at the Data
Who is sharing on Facebook? Who is retweeting? Can you identify spreaders of email?
Medium: Use the Internet
Use the Internet No surprise here “Tell a friend” process is much easier Very valid reasons to use TV, print, radio,
etc., for other purposes, but the Internet is king for anything viral
Use social media in particular Tell a friend process automated = hyper-
viral
Growing Your Base through Paid Marketing
Pay Per Acquisition
PPA: Overview
Not list buying Pay per performance Matching activists with organizations &
causes Large activist communities promote
sponsored actions from partners Partners pay only for actual signups Key players: Left Action, Care2,
Change.org
PPA: How it Works
PPA: How it Works
PPA: Why it Works
Interests in alignment Great for client Great for activists Great for community promoting petition
PPA: Optimizing Your ROI
Test different partners, and see who provides best activists for you
Make sure your action has a high bar Get as much data as you’re going to use
Getting Maximum Bang for Buck
Facebook Advertising
Why Facebook?
Enormous community Phenomenal ability to hyper target Great ROI, if you do it right
Left Action: How it Grew
Multi-Page Strategy
Over 1,500,000 fans in total on other LA pages
Targeting
By demographics Location Affinity
Targeting
Optimizing Your Creative
Wisdom App for Targeting
Wisdom App for Targeting
Ads Tied to Sign-ups on Site
Requires tracking pixel on follow-up page
Ads Tied to Sign-ups on Site
Requires tracking pixel on follow-up page
“Share, Retweet, Repeat”
Book version of this class Guidebook to using viral
marketing, especially for a cause or movement
# 1 “Hot new release” in web marketing – Amazon.com
Prentice Hall Press/Penguin ShareRetweetRepeat.com (All author proceeds go to Left
Action)
Contact
John Hlinko 202-744-6545 [email protected] LeftAction.com | ShareRetweetRepeat.com