Campaign Multi-Channel Touchpoints - unFunnel Lifecycle Part 4 Diagram

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Month 1 - Messaging 1)  Personalized Thank You Email - unAutomated

(Current target after first conversion) Call to Action Link (CTA) - View Rewards Program

2)  Send a Weekly Special Promotion - until they convert and move to "active"

Since they are not committed to your brand yet, automated triggered emails are fine, BUT make sure include a rewards program to incentivize them. Any lead can be a potentential partner, but qualify them by making them take the next step.

Month 2-4 - Messaging 3)  Loyalty Program - personalized based on industry

or persona 4)  Social Product 1 - (peer 2 peer, social contest, on

or offline event, game or app etc.) 5)  Social Product 2 - (a different platform for

engagement) 6)  Social Product 3 - (new platform based on

feedback from product 1&2)

Here is the time to invest and engage. Since you didn't use media budget to capture the lead, shift those dollars towards creating content that is beneficial to the user. Make sure it is able to be customized to different needs and puts the customer first, instead of the brand.

Month 6+ - Messaging 7)  Affiliate Referral Program - monetary incentive

for sharing your brand information 8)  Poll/Survey 1 - (feedback) 9)  Poll/Survey 2 - (feedback) 10)  Poll/Survey 3 - (feedback)

This is normally the time you would stop spending money to retain and keep your loyal followers. After the 6 month point, this person has proved their interest and it's worth paying them back for their hard work and listening to what they have to say. Remember, a 3rd party objective opinion is usually something traditional marketers pay for with user and experience testing - so take advantage!

Triggered Thank You (After All Conversions) CTA View Your Total Rewards Earned

Co-Branded Campaign (Secondary Targets, Constituents & Allies) CTA Brand Integration Opportunities

N/A 11)  Automated Email Newsletters & RSS feed 12) Mobile SMS Text - personal access 1-to-1 13) Direct Twitter Messaging

These are the people that you want to hold close. Spend the time to get to know them and figure out how you can help - and how they can help you. This reciprocal relationship will be individualized for each person and the size of their networks but well worth the effort. Make sure you align and recognize their efforts and see what information they need - and be as available as possible to work with them on earned media opportunities.