Ami On The Run: What Social Listening Can Do For You [Breakout Session] 2878

Ami On The Run: What Social Listening Can Do For You [Breakout Session]

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Hey folks! I'm back for the evening sessions, and this round I'm checking out "What Social Listening Can Do For You" with Rox Lemiux (GM, Attentive.ly) and Erik Leaver (CSM, Blackbaud). As the newest Blackbaud acquisition, Attentive.ly brings a lot to the table as far as how how social listening can benefit you, your organization and your mission. Here we go!

3:19 p.m.: Erik Leaver is first to the podium . The question for right now is, "Why do we want to do social listening?" It's to help meet and get to know your supporters! A photo of a young man appears on screen, this is "Max." Using social listening you can find out how Max has interacted with you and your cause. But, wouldn't you also like to know if: Max is a cat or a dog person? Max is on the east or west coast? Max has a facebook or a twitter? This would help you reach Max better.

3:22: You can also find out who your "social superstars" are. Who are the Justin Biebers and TMZ's of your social media following? For these reasons it's really exciting that Attentive.ly exists and is now in the "blackbaud universe."

3:23: "Your supporters are agents of change who can lverage power through their social networks."  Roz Lemieux has now taken the mic. Roz and her org realized that there was a shift in power structure, where individuals can be just as powerful or more powerful than large organizations in some cases. 

3:25:  What fuels the engagement of individuals with your org?  They want us to be personal. Personalized openers, subject lines, etc. are a common way of doing this, but there's another level here: getting the right ask to the right person. And that's where social listening helps. They want communication to be well-timed. You have opportunities naturally for asks, events etc., but what about the rest of the time? Social listening helps you to look for those other good openings for asks. They need it to be multi-channel. It's important to reach out via multiple channels (e-mail, social, ads) to reach your audience.

3:28: How does Attentive.ly work? Email List > Social Match (match e-mails in your list to social media profiles) > Listening (collect data from those social media accounts) > Multi-channel Targeting (act on the data you recieve). "We integrate email and social data to radically increase engagement & drive action with your campaigns."

3:31: There are 3 key opportunities from social listening data: Drive engagement through audience insights. Explore the social side of your supporters. You can get a full picture of their social: Location, generation (millennial), gender, topics talked about, actions taken with your org, social influence, which platforms they are using. You can even dig into LinkedIn info to target people in certain occupations or trades.

3:35: Roz is showing screen grabs from Attentive.ly to showcase the depth of info you can view on an individual or a certain topic. She's using search terms for "bbcon" as an example, showing how many people are talking about the event and what their influence is like. These things will definitely help orgs decide who to interact with to best get their message to spread. 

3:37: Use Influence ID to discover the people who can spread your message further. 5% of your supporters have enough influence to reach 200x your current base! 75% of people say that are more likely to take a recommendation from friends or family vs. directly from an organization.

3:40: Social Listening. How does it work?  Roz is going to walk through an example assuming you're running a certain campaign. 
  1. Search for your campaign mentions. Use multiple search terms, combine them, use phrases and words. Then, choose the audience you want to listen to such as donors, activists, or followers.
  2. Send CTA to supporters who mention your terms by interacting directly with people who mention you via reply, DM, or even trigger an email or push ads to them.
  3. Segment with social listening. Automate your communication with people who mention you to reach more people.
  4. Engage your abassadors. Sort users by "Klout" or social influence and reach out to them directly on things they already love or are passionate about to encourage sharing and engagement.
3:45: Time for some audience engagement! Erik asks the audience "What search terms describe your programs? What is the call to action?"  The discussion hall explodes with discussion as attendees start discussing their organizations. 

3:50: The discussion wraps up and the audience is encouraged to share their insights. Chris from the Alzheimer's Association raises his hand. They have a list of ambassadors and track metrics and set goals on how these people use social to amplify their mission and message. It would be great to track these things more automatically, and even pre-screen ambassadors for klout/quality of communication to determine how they should interact with them.

3:52: Another attendee mentions #GivingTuesday and how they will be reaching out to a small list of social influencers to post/tweet about the cause. They have to manually track the metrics for this and have limited visibility. Social listening would help to automate the process and help better track the effectiveness of their campaigns.

3:54: Erik Leaver takes the podium once again. He is showing a slide of visualized data on search terms he cares about. Seeing spikes in certain search terms help identify times when more people are talking about something more often. Another screen now shows posts and data on a list of search terms, including a Luminate Online "Easy Button" that allows you to automatically create a group in LO to include these people. 

3:56: Once in Luminate, you can automate communication and activate and engage people interested in your cause. 

3:58: That's a look at broad engagement, but what about leveraging your influencers? This is important too, but handled differently. You can discover people with influence and create content specifically targeted to them to encourage engagement and sharing.

4:00: Question from the audience: Isn't it kind of creepy to reach out to someone about something so specific that they like or have mentioned? Roz answers: You'd be surprised, but this happens very rarely. Timing and messaging are important here. You'll want to make sure that you wait long enough to respond (don't be too hasty) and that your messaging is right.

4:02: Rapid Response. Because of the events in Ferguson, American Friends Service saw an uptick in people mentioning their search terms. They were able to respond quickly and put together a google hangout to discuss important issues. This was very successful and was made possible by watching social media and identifying an opportunity to rally around a cause.

4:04: Thank your supporters. When you see people talking about your cause, or announcing that they have taken an action, a thank you goes a long way. Supporters are likely to interact or re-share your thank you response which only increases your engagement and helps to drive your action.

4:04: "You can do this!" Everyone's time is limited and valuable, but it's doable. Anecdotally, Erik used to run social media for his company. About 2 hours a week were spent on those efforts, and 30 mins of that were spent in Attentive.ly. A lot of this has to do with rules and automation. With rules you define, Attentive.ly automatically identifies people you should respond to, people you can target messaging to, etc. 

4:08: Integration with Facebook and Instagram help you push ads directly to groups you create. 

4:09: Roz: You can get REALLY creative with this stuff. One client used social mentions of popular tv shows when they mentioned issues that they cared about, like gender inequality. You can use that to help reach potential influencers on their level.

4:11: There is a special Attentive.ly deal going on for bbcon! Visit attentive.ly/promo to check it out. 

4:17: Question from the audience: Can you talk about how you're integrated to Luminate Online and what's in store for the future?

Answer: Integration makes it very easy to get your Luminate Online data into Attentive.ly and vice versa.  In the future, we're working on reducing limits on import/export limits to improve functionality and speed. Also working on improving Luminate Beta dashboard data. Eventually we would like to bake social listening straight into Luminate Online, but there is no timeline for this. Make sure to check out the Luminate road map session tomorrow to learn more.

4:21: Question from the audience: Are there any plans for integrating into Raiser's Edge? Answer from Roz: That's the intention, but there is no timeline on that. Because of the SKY infrastructure it will be easier to integrate across multiple platforms at some point. Currently you can import Attentive.ly data into other products via CSV. 

4:25: Question: Can Attentive.ly help you reach potential new constituents? Answer from Roz: Yes, only via Twitter right now. You can find people who are mentioning your search terms, filter by influence, and then reach out to them directly.

And, that's a wrap for the last session of the day! Tune in tomorrow for more live-blogging goodness. 
News ARCHIVED | bbcon® Blogs 10/26/2016 5:06pm EDT

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