Identifying the Influentials...
Reading IPDI's report on the Influentials, one thing strikes me - on a campaign, I need to know asap when one of them offers to help my campaign! But how do I do that?
Even since this report was written, I would be confident in putting forward the view that people volunteering, donating and getting involved online has increased considerably. I doubt it is any longer the case that all of these people are Influentials, as defined in the report.
As such, we need to find a way to identify them as the sign up. One way hinted at in the report is via the sign up screen for volunteers. I would suggest trying to modify the form so that you ask enough questions to identify that this person is most likely an Influential, and have a flag in the contact system to identify them as such.
If you follow the guidelines for putting them to work, you can then have a dynamic list that will automatically include that person next time you design communications targeted at Influentials.
In my experience, it is always preferable to have rules identifying such characteristics, rather than leaving it to the whim of an individual to decide if someone should be included.
Even since this report was written, I would be confident in putting forward the view that people volunteering, donating and getting involved online has increased considerably. I doubt it is any longer the case that all of these people are Influentials, as defined in the report.
As such, we need to find a way to identify them as the sign up. One way hinted at in the report is via the sign up screen for volunteers. I would suggest trying to modify the form so that you ask enough questions to identify that this person is most likely an Influential, and have a flag in the contact system to identify them as such.
If you follow the guidelines for putting them to work, you can then have a dynamic list that will automatically include that person next time you design communications targeted at Influentials.
In my experience, it is always preferable to have rules identifying such characteristics, rather than leaving it to the whim of an individual to decide if someone should be included.
1 Comments:
Wow, good call; i hadn't even considered how the increase in campaign web traffic probably reduced the proportion of influentials that visit. The way you describe of asking a few questions and then flagging those that cross a certain threshhold certainly seems to make sense. Definitely better to make it automatic rather than a judgement call; probably a hell of a lot faster too: no need to wait a day if the "identifier" is out for a long weekend...
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