Justin Perkins of Care2.com and OLOMOMO Nut Co shares 6 secrets to activate and engage your tribe of passionate brand advocates for your nonprofit or brand.

1. Secrets to Attract and Activate your Tribe online.
Justin Perkins

4. Copyright Olomomo Nut Co, 2013 4

5. Big Idea

6. Have you engaged the critical mass of your
target audience – your tribe - online?

7. 7

10. So… How is your brand doing on
the internets?

11. Raise your hand for any of the
following statements that apply to
you:
(Rapid fire)

12. 1. Doing great. Growing virally with
thousands of new people per
month.

13. 2. We’re stuck at 1,000-20,000 email
subscribers and/or social media Fans?

14. 3. Not doing much
to grow our fan base.

15. 4. Don’t really have a strategy.

16. 5. Our strategy is to
hire an intern.

17. 6. Not sure where to prioritize
staff time or budget.

18. 7. Seeing mediocre
revenue or growth online.

19. 8. Don’t really know how to
measure ROI online.

20. 9. We bought a list once.
It bombed.

21. 10. We bought some banner ads.
They kinda sucked.

22. 11. The internet is a series of tubes.

32. Pay attention. Key point ahead.

34. Proof this works.

36. One Care2 member recently made
1300+ comments and petition
signatures in one day

40. Activate
your tribe.

41. 8 years boiled into
5 Key Strategic Tips

42. 1. Maximize your email strategy.

44. Social Loves Email Part 1 of 2

45. 2. Go direct. Own your data

46. 2. Own your data

47. With Facebook’s recent changes, reach is low.
You’re perpetually “renting” your community.

48. 3. Hone your storytelling
(Hint: you’re not the hero).

49. Ho
w
Will
You
Lea
d
?

51. 4. Know thy tribe.

52. Who is your tribe?

53. HALEY
• Under 30 yrs old (29% of users)
• Very active social life on and offline. In a
committed relationship and has one pet.
• On Care2, Facebook, Twitter and other social
networking sites obsessively. Loves to be the first
“in the know”
• Considers herself to be a self-sufficient, and is
more independent than most of her friends.
• Outspoken and opinionated.
• Socially conscious and cares about the
environment.
• Health conscious, exercises regularly and prefers
vegetables, fruits, whole grains and soy over dairy
products and meat.

54. JILL
• 30-44 yrs old (30% of users)
• Does yoga several times a week.
• Very busy with a job, husband, two young
children, and a pet.
• Owns her own house and works on it often.
• Checks the Care2 site for news, recipes, and
ways to maintain a healthy home.
• Loves to garden with the kids.
• Looks at the ingredients of a product before
she buys it.
• Prefers natural and chooses healthier
when she can, especially when it comes to
her children.

55. TRISH
• 45+ yrs old (41% of users)
• Enjoys hiking with her husband and two
rescued dogs.
• Has more time to do the things that are
important to her.
• Spend lots of time on the Care2 site and
has made many friends.
• Donates to charities.
• Owns her own house.
• Is willing to pay more for healthier, greener
products.
• Grows her own herbs and vegetables.
• Loves sending e-cards to her friends.
• Takes ethical considerations into account
when investing her money.

56. 6. Focus.
Go small and deep to go big.

57. Showcase the
heroes.

60. 5. Develop daily content
curation habits across your
team.
(Hint: ditch the newsletter)

68. 6. What would a Rock Band do?

70. Next Steps – call to action
Are you ready to go big?

71. Doing it yourself is hard.
Ask for help.

72. RESOURCES
Calculate Social Media ROI:
SocialNetworkCalculator.com
Email acquisition ROI and Listgrowth:
Emailupside.com
Nonprofit Times – Digital Marketing Strategy:
frogloop.com/smart-digital-fundraising

75. Justin Perkins
justin@care2team.com
@elperko
@care2frogloop

76. 26+ million members. Doing good.
Since 1998, Care2 is the largest
online social network community
of good people. Supporting social
justice, saving the environment
and living healthier, more
sustainable lives is the standard –
not the exception.
We already found and activated the
good people. We can help you
recruit them to your brand’s tribe.
Care2? It’s an online
ecosystem of goodness.

77. CARE2 FOR CONSUMERS: more than a media site – an active online
community where individuals can find a clearing-house of
educational, engaging and inspiring content & connections to make
an actionable difference in the world, their communities, and their
own lives.
CARE2 FOR BRANDS AND NONPROFITS: the largest online
concentration of 40+ female, wealthy, “conscious consumers” and
eco-influencers who shop with their values, donate, and shout from
the rooftops about the causes and brands they support. We can
help you efficiently “find your tribe” of engaged advocates,
champions, and brand evangelists.
STRATEGIC ADVICE: frogloop.com
DIGITAL BRAND ENGAGEMENT SERVICES: Care2team.com
What is Care2.com?