Why Marketers Care About Your Social Influence, part 2

Posted on June 11, 2012

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(Part 2 of Why Marketers Care About Your Social Influence)

The Future is Micro-targeting

Gathering data is the goal of everyone these days. Just look at how Facebook has restructured their platform and target markets directly to users. As influence data becomes easier to access, organizations like NGOs and advocacy groups will have new incentives to get to know their supporters better. They’ll engage known influencers for the same reasons that they’d seize the opportunity to bend the ear of a CEO or elected official’s spouse: They are more likely than others to sway the opinion of a target.

Campaigners can upgrade their engagement strategies and begin building deeper, more productive relationships with segments of their supporter base, when NGOs begin caring about their supporters’ online influence .

Today most organizations know how to target subsets of their supporters, and they are doing it everyday. Even most nonprofit digital directors should be able to tell you about their about targeting communications and email list segmentation strategies, and based on the number of actions taken or donation totals. Segmentation; defined as “The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics”. Influence Data, however, means segmentation objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segmentation based on a range of behavioral data and expressed preferences, regardless of whether or not those preferences were expressed by a potential donor. You can readily understand the power of collecting such data.

When these organizations learn more about visitors (and members/donors/activists) than they currently know, it means a richer experience for supporters. Just as Walmart uses customer data to provide pregnant moms with diaper deals, the NGOs you support could similarly be able to match up opportunities to make impact with people’s ability and propensity to act. And more meaningful supporter experiences translate into all kinds of positive results — bigger wins, higher supporter retention, and increased fundraising for their personal cause. Tomorrow we’ll be posting Part 3 of this discussion and learn more about why marketers care about your social connections and influence.

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